This document summarizes a presentation about using social media strategically to build a personal brand. The presentation discusses using social media to make new contacts, build relationships, discover ideas, and lead others. It provides tips on who to follow on social platforms, what types of content to share, and how to engage with others and leverage social media at events. The goal is to help business leaders learn how social media can help accelerate their work by building networks and raising their professional profile.

1. Make social media a strategic part of building
your personal brand!
Susan Visser
@susvis
Twitter and LinkedIn for
Leaders

2. Social media accelerates what
you’re already doing as a
business leader.
Making new contacts
Building relationships
Discovering new ideas
Listening to specific communities
Leading your people
Inspiring others

3. @susvis
Agenda
 Why social media?
 Making social media easy.
 Who to follow?
 What to share?
 Leveraging social media at events.
 Building a network with LinkedIn.
3
This presentation assumes that you know how to tweet. If you don’t,
review the following presentation: Social Enablement for Professionals.

4. @susvis4

5. @susvis
Typical Questions
 Who should engage with social
media—individuals, or a
dedicated social expert?
 Should the social media role be
delegated to a young intern who is
in tune with social media?
 What barriers to entry hinder
engagement in social media?
 How can you stay out of trouble
when using social media?
 Is social media a branding
opportunity or a communication
tool?
 What social tools should you be
using?
 What are the real dangers of
social media?
5

6. @susvis
Learning and Sharing
• Social media can help you build
networks and raise your
professional game at warp speed
— if you do it right.
• Source: April Rudin -
Mastering Social Media for
Wealth Management Pros
6 @susvis
 Learning and networking
are at the heart of social
media. It opens up your
world in an instant.
 Ignore it and you will be at
a competitive
disadvantage to rivals who
master it, says Steve
Dunlap, founder of Stratym
Strategic Consulting.

7. Making it easy:
The Get Social Hub

8. IBM’s Social Sharing Strategy
 Use the Get Social Hub (GSH) to
discover, share and engage with the top
stories, videos and tweets that the social
teams are providing.
 Social teams load content both from
internal and external sources.
 Easily add your point of view and share
the content to Twitter and LinkedIn
simultaneously.
 You can also add your own content to
the Get Social Hub to be amplified.
8 @susvis
Recent success:
The Get Social Hub was
IBM’s primary platform for
Social Sharing for Vision
2016.
It yielded 3,454,942
impressions of Vision 2016
content

9. Sharing from GSH
9 @susvis
1. Choose a post
you want to
amplify and
click Share.
2. Enter your point
of view.
3. Add hashtags
or mentions.
4. Choose
channels
5. Share now,
auto-schedule
or select a
specific time to
share.
1
2
3
4
5

10. Posts are optimized for the
channel
10 @susvis

11. Focus your social listening
Set up Tweetdeck or Hootsuite dashboard to cut the noise.
11 @susvis

12. Listen, Engage and Share –
using Twitter
Who to Follow?
What to Share?

13. @susvis
Suggested users and hashtags to
follow
Twitter Handles
(people /
accounts)
 Examples: @IBM,
@IBMWatson,
@IBMResearch,
@sandy_carter , @coastw,
etc
Hashtags (topics)
 Examples: #mobile,
#cloud, #outthink #socbiz,
#cognitive, etc
13

14. @susvis
Who to Follow?
14
Choose a
person who is
in the same
business as
you and look at
who they’re
following.
Twitter makes it
very easy to
see their
profiles and for
you to follow if
you choose.

15. @susvis
Who to Follow?
15
Choose a topic of interest.
Click the Twitter Handle of those you
wish to learn more about.
Follow them if they seem credible to
you.

16. @susvis
What to Share?
16
Share Tweets that resonate with you.
Tip: ReTweet posts from people who you want to follow you.
TIP:
It’s OK to “lurk” or
listen to
conversations.

17. @susvis
What to Share?
17
While reading an article, you are enjoying, look for the share button to share to
Twitter or LinkedIn.
A suggested post is post is provide. Customize with your POV, other Hashtag, or
people you wish to share the article with. Crediting the author is a great way to
increase followers.

18. Show your Expertise: Pin a Tweet to your
Profile
18 @susvis
• You can only pin one Tweet at a
time.
• Pin Tweets about blogs you’ve
written, events you’ll attend, or a
key message you wish to share.
• After you Tweet, click the three
dots and choose to pin it.
• You could also add a link to your
blog direct from your profile.
TIP:
This is a great way
to show your
expertise.

19. @susvis
How to engage with influencers?
19
 Have a conversation with
people about something they
created!
 Listen to a podcast, watch a
video, read an article… then
tweet about something you
learned.
 After having this
conversation, I learned that
Brett is top on the
FinancialBrand.com list of
influencers.

20. @susvis
Share great content with your
followers!
20
Even if you are listening to
a presentation that can’t
be shared with your
external audience, mention
what you are doing.
Find content from the
speaker that you can
share! Sharing older
content is still valuable.

21. @susvis
No one is off-limits on social!
21
 Authors, speakers, founders
of companies, actors, even
the president of the USA!
 If you like something
someone did, tell them.
Everyone likes to be
recognized for the work that
they do.
 You could complain too, but
you might not make too
many friends that way.

22. Leveraging Social Media at
Events

23. Engage with attendees of conferences or topics
23 @susvis
TIP:
Follow all speakers
and frequent
Tweeters.
TIP:
Mention people who
are speaking or
attending the event.
TIP:
Tell people how they
can get info about the
conference.
TIP:
When responding to a
mention, expand on
what you’re looking
forward to.

24. Live Tweet at an Event
 Review these stories to see live tweeting in action:
– Tweets from IBM Impact 2014 when Kevin Spacey was guest speaker
– Tweets from IDUG Orlando 2013
 Examples from a recent event:
24 @susvis
TIP:
Add other hashtags in
your Retweeets to reach
wider audience
TIP:
Quote speakers and
mention them and
their company
TIP:
Retweet and
add point of
view

25. Live Tweet at the Event
25
I’m livetweeting the #IBMInsight General Session! Watch live
via IBMGO.com #analytics #bigdata
#Analytics, #security and #cloud are essential to make #IoT
more intelligent, innovative and safe to use. #IBMInsight
Analytics is moving from select few to empowered many.
#Analytics for all! #IBMInsight #WatsonAnalytics
@susvis
TIP:
Inform people that
you’re live tweeting.
TIP:
In your POV,
add a link to an
existing blog or
video.
Suggested
Tweets.

26. Live Tweet at the Event
26
I’m a fan of both @BobDylan and #IBMWatson, so I keep
watching this video: https://www.youtube.com/watch?v=pwh1INne97Q
@susvis
TIP:
Take a screen cap of
livestream to share great
images.
TIP:
Use snippet or screen
cap tool from
Sametime.

27. Tweets after the event
27 @susvis
Great people I met via #IBMInsight @annebot @TheRudinGroup
@dgerbino @BigDataGal @iSocialFanz
Speakers who inspired at #IBMInsight @Markjeffries1 @BrianGrazer
@RealRonHoward @levie @chrismoodycom @davidwkenny
TIP:
Retweet messages
and add mentions
and hashtags to your
POV.
TIP:
Mention people
you met via the
event.

28. Building a network with LinkedIn

29. Building your LinkedIn Network
29 @susvis
 Tip: Send a LinkedIn invitation to all people you meet at conferences and meetings. Put
those business cards to use!
 Add a personal note in the invite: “I hope you enjoyed IBM Vision as much as I did. Let’s
stay in touch.”
29
TIP:
Join groups
related to your
expertise and
share there.
 Read the profiles of those you
connect with to see what posts
they’ve shared, content they’ve
produced, groups they’ve joined.
 Join relevant groups and begin
reading posts.
 Like or Comment on posts by
people who you want to connect
with.

30. Sharing to your LinkedIn Network
30 @susvis
Add content to your LinkedIn profile that you created by clicking “Publish a Post”.
For content you just wish to share click “Share an Update”.
TIP:
If you didn’t write
the post, use “share
an update”.
If you wrote it, use
“Publish a post”.
30
Share content from your profile to Groups that
you are a member of to reach a much wider
audience and to attract followers.

31. Resources

32. @susvis
To Do
• Follow other IBM VPs to
see what they tweet:
–Paul Zikopoulos
 Paul has a series of teaching
videos
–Rob Thomas
 Rob has a series of
leadership podcasts
–sandy carter
 All round social media expert
–Dr. Angel Luis Diaz
 A data scientist with social
skills
–Jon Iwata
 Jon has a large following
• Engage with your followers
by:
• Favouriting or Retweeting
content you like.
• Commenting on their posts.
• Adding your point of view
wherever possible.
• Replying to followers to
thank them for mentioning
you.
32

33. @susvis
Learn More
• Watch 1-3-9 video featuring
Marie Wallace “Sharing
Expertise: We're only as
smart as our network”.
• IBM Social Media Guidelines
• Join GetSocial.
• Digital IBMer Hub
• Social Media Enablement
Resources & Sessions
• Listen to podcast: Finance in
Focus: How investors can
build new business with
social media
• Read Mastering Social
Media for Wealth
Management Pros
• Read HOW EMBRACING
SOCIAL CHANGES YOUR
ENTIRE BUSINESS
VIEWPOINT
33
@susvis

34. Susan Visser
• After graduating from University of Waterloo with a
Math and Business degree, Susan joined IBM and has
worked in various roles including information
development, marketing, education, certification,
publishing, and social media.
• Susan’s role in social media is to publish content to
promote IBM’s analytics products related to the
Finance Services Sector. She teaches other IBMers to
amplify these messages and to build their online
reputation as an expert in their field.
• 27 years into her career, Susan proves that social
media is not just for kids.
34

35. Backup

36. Tweeting about competition
36
DB2, the right choice database for you
compared to #Oracle! Attend this
#DB2 Tech talk on Oct 22. #oow15
http://bit.ly/tt2015oct
@susvis
TIP:
When a
recommendation is to
#oow15, suggest
#IBMInsight
TIP:
When using
competitive hashtags:
never disparage: be
respectful.
TIP:
When uncertain,
simply use industry
hashtags.

37. The End.
See you on Twitter & LinkedIn!
@susvis