Social Media for Professional Speakers


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This is a presentation I gave for the National Speaker's Association Ohio ProTrack Branch. Goes over the basics of various social platforms, as well as the "hub and spoke" approach necessary for professional public speakers.

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Social Media for Professional Speakers

  1. 1. Social Media for Professional Speakers @sarahjstorer NSAOhio ProTrack Seminar 3/17/12 Sarah J. Storer, The Karcher Group
  2. 2. Sarah J. StorerSenior Content MarketingStrategist, The Karcher GroupMaster of Science, Marketingand CommunicationInternationally read bloggersince 2008Pinterest addictSpeaker, writer, reader@sarahjstorer
  3. 3. Follow, follow!Use Hashtag #NSAOhioFollow Tweets and updates from thispresentation at: @sarahjstorer or @canterucci
  4. 4. Suggested TweetI am really looking forward to this presentation by @sarahjstorer. Pretty sure my life is about to change FOREVER. #NSAOhio
  5. 5. Blogging 101 ReviewWhy blog?What should you write about?How often should you write?What platforms should you use?How can you get noticed?
  6. 6. Suggested TweetBlogging is about telling your ownstory on your own terms. Speakersespecially MUST blog to get work. #NSAOhio
  7. 7. Blogging is… (the boring definition)A personal journal published on the Web consisting of discrete entries ("posts") typically displayed inreverse chronological order so the most recent post appears first.
  8. 8. Who do you want to be?
  9. 9. How do you want to be perceived?
  10. 10. What to write? What do you love? What intrigues you?What are you learning?
  11. 11. What to write?What do you find important that others must know?
  12. 12. How Often to Write?What is your goal in writing?How much time do you have?What kind of community do you want to build?
  13. 13. How Often to Write Consistencyis more importantthan frequency (to start).
  14. 14. Suggested Tweet How often should you blog? Asoften as you can produce useful, shareable, quality content on a regular basis. #NSAOhio
  15. 15. Platforms
  16. 16. Platform Tips and TricksGet a custom domain name ( Get a custom theme ( Self-host (
  17. 17. Platform Tips and Tricks Make it fit. Make it your own.
  18. 18. How to Get Found (and Read) Playground Etiquette: Words Use Your (key) Play well With Others Share, share, share
  19. 19. Why Blogging AND Social Media? (and why MUST speakers participate?) (also, HOW?!?! It’s a lot of work!)
  20. 20. Hub and Spoke Approach Branded YouTube ChannelPinterest Social Listening Dashboard (Hootsuite) Blog or information platform with engaging content, education, information &SlideShare SEO/conversion best practices Twitter Facebook Fan Page LinkedIn (Timeline)
  21. 21. LinkedinA living, breathing resume.
  22. 22. Advantages of LinkedInLiving, breathing resume who you are who you want to be who you want to connect withConnection to Events, Event OrganizersBecome an Expert with AnswersStaying up-to-date with GroupsVetting Companies through Business Pages
  23. 23. LinkedIn Settings
  24. 24. EXPERIMENT
  25. 25. “Creating a profile on LinkedIn and then doing nothing more with it islike attending a networking event, shaking hands with an individual youmeet, and then staring at them plain in the face.”— Perry Maughmer, May 2009
  27. 27.
  28. 28. Factors in LinkedIn Search Results• Relevant Keywords• Direct Connection• 2nd Degree Connection• 3rd Degree Connection• Connection via Group• Outside of Network
  29. 29. Search For: Background Check (8,396 Results)
  30. 30. Search For: Background Check OH (63 Results)
  31. 31. Search For: Background Check Columbus OH (11 Results)
  32. 32. ANSWERS
  34. 34. 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
  35. 35. 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
  36. 36. QUESTIONS? Suggested Tweet:LinkedIn might not be the sexiest platform, but it’s the best for making qualified, professional connections. #NSAOhio
  37. 37. TwitterListening, Engaging and Sharing with Hootsuite
  38. 38. Suggested TweetWhen it comes to Twitter, don’t be a rooster in a room full ofsongbirds. Share, connect, and play well with others. #NSAOhio
  39. 39. Tweetable Tip Use the search feature in @Hootsuite to track conferencebuzz, increase personal engagement, and curate content. #NSAOhio
  40. 40. What to Tweet?Share articles related to your nichePromote & Re-Tweet others (but not with theRe-Tweet button!)Useful tips and tricks, funny things, insightfulobservationsMake introductions, say hello, introduceyourself, ask how you can helpOther ideas?
  41. 41. Engagement HabitsThe “life” of a Tweet is about 3 hours. Schedulecontent and interact with followers regularly.Set a personal standard for response (e.g.respond to all @replies within 1 hour, say “thankyou” for a RT within 10 minutes)Personal promotion vs. other conversationshould be about a 1:10 ratioHave fun, enjoy the conversation!
  42. 42. QUESTIONS? Suggested Tweet:Oh man, that @sarahjstorer sure is both brilliant and humble. #NSAOhio
  43. 43. FacebookBuilding your brand through Timeline
  44. 44. Tweetable TipUse Facebook Timeline to tell the story of your work, generateconversation, and pick the brains your community. #NSAOhio
  45. 45. Top Tips for Facebook Timeline Mind your EdgeRank Dig deep to maximize engagement/sharing times Curate and share content that invites conversation Crowdsource speech topics, slide designs, etc.
  46. 46. Engagement HabitsThink of new twists on content to post toFacebook…don’t use the same update as you’d useon Twitter. Feel free to expand, encourageconversation.Pin important thoughts or content to get maximumexposure (for 7 days, at least).Post 2-3 times per day during the time fans seemmost activeShare media, take pictures of your audience, allowpeople to tag themselves!
  47. 47. Questions? Suggested TweetFacebook Timeline: a great way to tell astory, make a personal connection…just like a speaking gig! #NSAOhio
  48. 48. PinterestKeep Pinning, Keep Pinning…
  49. 49.
  50. 50. Engagement HabitsPin and Organize content that refers back toyour niche, subject or area of expertiseTrack down and say “thank you!” for repinsand LikesAlways pin from the original source, ifpossibleHave fun, and keep Pinning!
  51. 51. Questions? Suggested Tweet:Using @Pinterest is a great way to drive trafficand visually organize thoughts and inspiration for new presentations. #NSAOhio
  52. 52. Google+ Circle Up!
  53. 53. Engagement HabitsCustomize your circles when you first get on theplatform. Make it easy to filter your audience (though“Public” is usually the way to go!)Share, +1, and leave thoughtful comments on postsUse +username to tag other usersFeel free to post longer contentUse hangouts creatively—great for business, but alsogreat to “showcase”
  54. 54. Questions? Suggested Tweet:Google +: search, sharing and conversation. Justgotta keep my eye off that little red “indicator” icon. #NSAOhio
  55. 55. SlideShare Let’s get visual
  56. 56. Why SlideShare for Speakers?Upload presentations ahead of time, post onyour blogIf you’re great at design, upload presentationsto push thought leadership, drive trafficA good way to push several platforms at once.Allows others to embed your presentationson their websites.
  57. 57. Engagement HabitsUpload either immediately before or immediatelyafter presentations (before is optimal to give youraudience a “sneak peak”)Design and upload mini presentations that show yourexpertiseMake good use of keywords and tagsGive your audience easy ways to find you on otherplatforms
  58. 58. Questions? Neat! @slideshare is a MUST for publicspeakers. Gives us a chance to “strut our stuff” beyond the podium. #NSAOhio
  59. 59. Social Media Best PracticesThe 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!)
  60. 60. Social Media Best Practices Don’t worry (too much) about perfection. We’re human,communicating to other humans. Usethe platforms to try new material, testideas. And if you screw up? An honest, heartfelt apology goes a long way.
  61. 61. Social Media Best PracticesPractice makes perfect…try,fail, try again. Then, after lots of trial, error and research, master it.
  62. 62. Social Media Best Practices There is no “wrong” on the Internet. Aside from being a total jerk to your followers onpurpose, 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.
  63. 63. Social Media Best PracticesFind 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. Masterthe basics (blogging, LinkedIn, Twitter), then use combinations and habits that work best for you. Study your analytics to see whatworks for your audience, adjust…then boom. You have a combination that works!
  64. 64. Final Questions? Suggested TweetMajor takeaway from today’s seminar? Social Media isabout connection. Period. As speakers, this is our job. #NSAOhio
  65. 65. Find Me! @sarahjstorer