This presentation was given at the 2010 IASA Annual Conference. It details the basics of personal branding, how the world of work is changing, the basics of social media and social networking and using these new tools for career development.

1. Session 521
“Business & Social Media
Victories”
Tuesday, June 8
1:30 – 3:00 PM

2. Jennifer Overhulse‐King, Principal Owner – St. Nick Media Services
Jennifer Overhulse‐King is the principal owner and founder of St. Nick
Media Services. She is a writer, as well as a marketing and public
relations expert, with more than 20 years of journalism background and
expertise. Jennifer began working with the insurance industry as a
copywriter for The National Underwriter Company, and she subsequently
held various marketing leadership positions with National Underwriter,
Tech Decisions, Claims Magazine, and Florida Underwriter. As principal
owner of St. Nick Media Services, Jennifer works with vendors and
insurance companies alike to tailor marketing, PR, advertising and sales
messages/efforts specifically for constituent groups important to the
insurance industry. She has recently published expert articles in
Insurance & Technology, Tech Decisions, Best’s Review, National
Underwriter, Insurance Networking News, AT&T’s Networking Exchange,
IASA’s Interpreter and the Journal of Insurance Operations. She is a
member of the Insurance Marketing Communications Association
(IMCA), the Insurance Accounting & Systems Association (IASA) and is
editor of IASA’s Interpreter.

3. Today We Will Cover:
Today We Will Cover: You Will Learn:
You Will Learn:
 The changing world of  How to use social
work media to build your
 Building your personal personal brand
lb d
brand  How social media can
 What is social media? help build your career
 What does it mean to  The importance of
me? setting goals for social
media

4. The Changing World of Work
The Changing World of Work
 Baby Boomers (1946 to 1964)
 Many did not attend college
 High emphasis on manufacturing/manual labor
 Typically work for one company entire career
 Gen X (1965 to 1980)
Gen X (1965 to 1980)
 Over 60% attended college
 Technologically adept
 LLess committed to employer than the Boomers
itt d t l th th B
 Gen Y or Millenials (1980s & later)
 Majority graduated from college
 Tech‐savvy
 Highly mobile, looking for a work‐life balance

5. Building Your Personal Brand
Building Your Personal Brand
 WWBGD?
 Thing Big!
 Think like a corporation
 Define yourself
 Are you an artist?
Are you an artist?
 Are you good with words?
 Can you do anything with technology?
 Ch
Choose an image, logo, color, tagline or specialty that you are
i l l t li i lt th t
comfortable associating with going forward
 Start telling your story
 Visuals are compelling

8. Building Your Personal Brand (continued)
g ( )
 Gain experience
 College/Technical School
 Ongoing/Continuing Education
Ongoing/Continuing Education
 Track Accomplishments
 Perfect Your CV
 Get Letters of Recommendation
 Promote Yourself
 Don’t be a Shameless Self‐Promoter
 If You Don’t Blow Your Horn…
 Become an Expert
 Seek out conferences
Seek out conferences
 Accept speaking engagements
 Build Relationships

10. What is it?
at s t? • Facebook
Social
Networking • LinkedIn
• Twitter
Social media is…
…user‐generated • D li i
Del.icio.us
Social
content distributed Bookmarking • Digg
• Reddit
through social Social
interactions
Media
facilitated on an • AOL Instant
almost real‐time Instant Messenger
Messaging
basis by the Internet
b i b th I t t • MSN
Messenger
or other forms of
electronic • Blogs
distribution.
distribution Independently
-Guided Web
y • Wikis
Vehicles
• Message
Boards

11. What else is it?
What else is it?
 It’s an advertising vehicle
 It’s a research tool
 It’s a feedback mechanism
 It’s a networking platform
 It s a thought leadership forum
It’s a thought leadership forum
 It’s a way to stay in touch with
remote contacts
 It’s a relationship builder
It s a relationship builder
It can also be…
…a great waste of
a great waste of
time, money and resources!

12. Setting Goals to Achieve a Social
Setting Goals to Achieve a Social
Media Victory
 Decide what you want to achieve
 New job? Promotion?
 Make sure online activities are
directed toward this end
 Identify a timeline
 Pinpoint milestones in the process
Pinpoint milestones in the process
 Set aside time EVERY DAY to update
and create content

13. What Does Social Media Mean to
What Does Social Media Mean to
Me?
 Your Personal Brand is Now MOBILE!
 When you change jobs, your
profile changes too
 Update contact information
immediately
 Your Personal Brand is Now GLOBAL!
 Employers throughout an industry
Employers throughout an industry
can find you, not just those who
are local
 Expands the universe of potential
Expands the universe of potential
positions and employers

14. Strategies & Tactics
Strategies & Tactics
 Use social networking sites to build a virtual resume or profile of your
skill set
 LinkedIn profile
 Facebook page
 Twitter account
 Personal blog
 Post content
 Retweets
 Blog responses
 SlideShare
 Consider other tools
 YouTube, Flickr, Digg, Reddit, etc.

15. Tools of the Trade – LinkedIn

16. Tools of the Trade – LinkedIn Groups

17. Tools of the Trade – Twitter
Important Twitter Tools:
 Lists
 Hashtags (#)
Hashtags (#)

18. Tools of the Trade – HootSuite

19. Tools of the Trade – Profilactic

20. OK, OK…social media is obviously the greatest thing since
OK OK social media is obviously the greatest thing since
sliced bread…
But can I really
use it to further
my career?

21. Will it work?
 According to a Harris Interactive poll conducted in August 2009:
 5% of recruiters use social networking sites to identify candidates
 35% of employers reported they have backed away from a
35% of employers reported they have backed away from a
candidate because of questionable content on social networking
sites
 53% of employers would not hire someone who posted
53% of employers would not hire someone who posted
provocative photos
 44% of employers discounted candidates with content relating to
alcohol or drugs
alcohol or drugs
 35% of employers indicated they backed away from a candidate
because he or she badmouthed a former employer online
Potential employers are using social media. What will they find out
about you?

22. What’s the Payoff?
What’s the Payoff?
 Reduces Wait Time/Instant Feedback
 Gives You Access to Peers and Potential Employers
 Your Network Helps You Hunt for a Job
 Keeps You In Touch with Your Industry
 Enables You to Create Your Own Position
Enables You to Create Your Own Position
 Higher Salary
 Provides You a Virtual Soapbox (One You Control!)
 Establishes You as a Thought Leader
E t bli h Y Th ht L d

23. Still not convinced?
Still not convinced?
 Diablo Cody, “Juno” writer, was
discovered through her blog
 Naked Pizza, a small New
Orleans‐based pizzeria, says 69%
of sales generated during a one
day Twitter advertising blitz came
d T itt d ti i blit
from the campaign
 Julie Powell, of “Julie & Julia”
fame, signed her first book deal
f i d h fi t b k d l
after an editor at Little, Brown &
Company read her blog

24.  Q&A on Social Media
Jennifer Overhulse‐King, Principal Owner – St. Nick
Media Services
 What else would you like to know?
What else would you like to know?

25. Thank you for your time and attention. If you still have questions,
Thank you for your time and attention. If you still have questions,
please contact:
Jennifer Overhulse‐King
Principal Owner
St. Nick Media Services
15695 Glencoe‐Verona Road
Verona, KY 41092
Phone: 859‐803‐6597
Email: jen@stnickmedia.com
E il j @ t i k di
www.twitter.com/stnickmedia
www.facebook.com/stnickmedia
www facebook com/stnickmedia
www.linkedin.com/in/stnickmedia