social media for professional speakers
TRANSCRIPT
Social Media for Professional Speakers
@sarahjstorerNSAOhio ProTrack Seminar
3/17/12
Sarah J. Storer, The Karcher Group
Senior Content Marketing Strategist, The Karcher Group
Master of Science, Marketing and Communication
Internationally read blogger since 2008
Pinterest addict Speaker, writer, reader @sarahjstorer
Sarah J. Storer
Use Hashtag #NSAOhioFollow Tweets and updates from this
presentation at: http://tweetchat.com/room/NSAOhio
Include @sarahjstorer or @canterucci
Follow, follow!
I am really looking forward to this presentation by
@sarahjstorer. Pretty sure my life is about to change FOREVER. #NSAOhio
Suggested Tweet
Why blog? What should you write about?How often should you write?What platforms should you use?
How can you get noticed?
Blogging 101 Review
Blogging is about telling your own story on your own terms.
Speakers especially MUST blog to get work. #NSAOhio
Suggested Tweet
(the boring definition)A personal journal published on the Web consisting of discrete entries
("posts") typically displayed in reverse chronological order so the
most recent post appears first.
Blogging is…
Who do you want to be?
How do you want to be perceived?
What do you love?
What intrigues you?
What are you learning?
What to write?
What do you find important that others
must know?
What to write?
What is your goal in writing?
How much time do you have?
What kind of community do you
want to build?
How Often to Write?
Consistency is more
important than
frequency (to start).
How Often to Write
How often should you blog? As often as you can produce useful, shareable,
quality content on a regular basis. #NSAOhio
Suggested Tweet
Platforms
Get a custom domain name (godaddy.com)
Get a custom theme (themeforest.net)
Self-host (wordpress.org)
Platform Tips and Tricks
Make it fit.Make it
your own.
Platform Tips and Tricks
Playground Etiquette:
Use Your (key)WordsPlay well With Others
Share, share, share
How to Get Found (and Read)
Why Blogging AND Social Media?
(and why MUST speakers participate?)(also, HOW?!?! It’s a lot of work!)
Blog or information platform with
engaging content, education,
information & SEO/conversion best practices
Branded YouTube Channel
Social Listening Dashboard (Hootsuite)
Facebook Fan Page (Timeline)LinkedIn
SlideShare
Hub and Spoke Approach
LinkedinA living, breathing resume.
Living, breathing resume who you are who you want to be who you want to connect with
Connection to Events, Event Organizers
Become an Expert with Answers Staying up-to-date with Groups Vetting Companies through Business
Pages
Advantages of LinkedIn
LinkedIn Settings
EXPERIMENT
“Creating a profile on LinkedIn and then doing nothing more with it is like attending a networking event, shaking hands with an individual you meet, and then staring at them plain in the face.”
— Perry Maughmer, May 2009 perrymaughmer.wordpress.com
PROFILE BUILDING
http://learn.linkedin.com
Factors in LinkedIn Search Results
• Relevant Keywords• Direct Connection• 2nd Degree Connection• 3rd Degree Connection• Connection via Group• Outside of Network
Search For: Background Check (8,396 Results)
Search For: Background Check OH (63 Results)
Search For: Background Check Columbus OH (11 Results)
ANSWERS
ENGAGEMENT HABITS
• Complete your profile to 100%. Follow the guide.
• Import your email contacts and invite those already on LinkedIn
• Check your LinkedIn account BEFORE your email inbox
• Spend time reading your streams at least once per day
Engagement Habits
• At business meetings, talk about using LinkedIn to your contacts. Let them know how you intend to use it.
• Search for and invite each contact you make on LinkedIn - use their business cards
• Use LinkedIn to follow up rather than email
• Search for and join your local area groups
Engagement Habits
QUESTIONS?Suggested Tweet:
LinkedIn might not be the sexiest platform, but it’s the best for making qualified, professional
connections. #NSAOhio
TwitterListening, Engaging and Sharing
with Hootsuite
When it comes to Twitter, don’t be a rooster in a room
full of songbirds. Share, connect, and play well with
others. #NSAOhio
Suggested Tweet
Use the search feature in @Hootsuite to track
conference buzz, increase personal engagement, and curate content. #NSAOhio
Tweetable Tip
Share articles related to your niche Promote & Re-Tweet others (but not with
the Re-Tweet button!) Useful tips and tricks, funny things,
insightful observations Make introductions, say hello, introduce
yourself, ask how you can help Other ideas?
What to Tweet?
The “life” of a Tweet is about 3 hours. Schedule content and interact with followers regularly.
Set a personal standard for response (e.g. respond to all @replies within 1 hour, say “thank you” for a RT within 10 minutes)
Personal promotion vs. other conversation should be about a 1:10 ratio
Have fun, enjoy the conversation!
Engagement Habits
QUESTIONS?Suggested Tweet:
Oh man, that @sarahjstorer sure is both brilliant and humble. #NSAOhio
FacebookBuilding your brand through
Timeline
Use Facebook Timeline to tell the story of your work,
generate conversation, and pick the brains your
community. #NSAOhio
Tweetable Tip
Mind your EdgeRankDig deep to maximize
engagement/sharing timesCurate and share content that
invites conversationCrowdsource speech topics, slide
designs, etc.
Top Tips for Facebook Timeline
Think of new twists on content to post to Facebook…don’t use the same update as you’d use on Twitter. Feel free to expand, encourage conversation.
Pin important thoughts or content to get maximum exposure (for 7 days, at least).
Post 2-3 times per day during the time fans seem most active
Share media, take pictures of your audience, allow people to tag themselves!
Engagement Habits
Questions?Suggested Tweet
Facebook Timeline: a great way to tell a story, make a personal
connection…just like a speaking gig! #NSAOhio
PinterestKeep Pinning, Keep Pinning…
Pinterest.com/about/goodies
Engagement Habits
Pin and Organize content that refers back to your niche, subject or area of expertise
Track down and say “thank you!” for repins and Likes
Always pin from the original source, if possible
Have fun, and keep Pinning!
Questions?Suggested Tweet:
Using @Pinterest is a great way to drive traffic and visually organize thoughts and inspiration for new presentations.
#NSAOhio
Google+Circle Up!
Customize your circles when you first get on the platform. Make it easy to filter your audience (though “Public” is usually the way to go!)
Share, +1, and leave thoughtful comments on posts
Use +username to tag other users Feel free to post longer content Use hangouts creatively—great for business,
but also great to “showcase”
Engagement Habits
Questions?Suggested Tweet:
Google +: search, sharing and conversation. Just gotta keep my eye off
that little red “indicator” icon. #NSAOhio
SlideShareLet’s get visual
Upload presentations ahead of time, post on your blog
If you’re great at design, upload presentations to push thought leadership, drive traffic
A good way to push several platforms at once. Allows others to embed your presentations on
their websites.
Why SlideShare for Speakers?
Upload either immediately before or immediately after presentations (before is optimal to give your audience a “sneak peak”)
Design and upload mini presentations that show your expertise
Make good use of keywords and tags Give your audience easy ways to find you on
other platforms
Engagement Habits
Questions?Neat! @slideshare is a MUST for public
speakers. Gives us a chance to “strut our stuff” beyond the podium. #NSAOhio
The Internet is Nice! Don’t be afraid to share and promote others…without expectation
of return. You never know who will give back (and how!)
Social Media Best Practices
Don’t worry (too much) about perfection. We’re human,
communicating to other humans. Use the platforms to try new
material, test ideas. And if you screw up? An honest, heartfelt
apology goes a long way.
Social Media Best Practices
Practice makes perfect…try, fail, try
again. Then, after lots of trial, error and research,
master it.
Social Media Best Practices
There is no “wrong” on the Internet. Aside from being a total jerk to your
followers on purpose, there isn’t much you can screw up or break. Be true to
yourself and your brand, be vulnerable, transparent and kind. In other words…
don’t worry about the tools, worry about being a human being WITH the tools.
Social Media Best Practices
Find what works for you, match it with what works for your audience. Some
of you may love Pinterest and get great results, while others of you go
far with Slideshare. Master the basics (blogging, LinkedIn, Twitter), then use
combinations and habits that work best for you. Study your analytics to see what works for your audience,
adjust…then boom. You have a combination that works!
Social Media Best Practices
Final Questions?Suggested Tweet
Major takeaway from today’s seminar? Social Media is about connection. Period. As speakers,
this is our job. #NSAOhio
@sarahjstorerwww.sarahjstorer.com
Linkedin.com/in/sarahjstorer
Find Me!