A recent survey cited that 35 percent of associations have custom-built social network systems, and when you own the structure of social interactions, you own the community. And that's a target-rich environment for experts looking for speaking leads within a particular industry.

How to start from a position of power? My best clients use the learn, lurk, and link strategy. Here's how it works:

Learn: Don't do anything until you go to the publication section of the association's Web site. This will provide you with the latest challenges in the industry, as well as the latest thinking. Then ask yourself, "What can I add to this conversation that hasn't been said before?" (Tip: The last four words of this question are the most important.)

Lurk: Go to the network and just listen in. Don't respond at first. Look past the comment and check out the author. Is the person a board member? An opinion leader? Create a targeted list of the top guns.

Link: Now is the time to strike. Add your comments with material that has not been presented. And lead with your best strength: original research, anecdote about a prominent client, killer sound bites, whatever makes you stand out. Also reach out to your targeted list by asking questions and inviting them to join in the conversation. If they like what you have to say, these buyers will check out your Web site, ask to publish your special reports, etc. And the rest, as they say, is history.

Associations choose speakers with material that is relevant to their members. When you showcase your perspective to the opinion leaders, you generate interest. Interest generates the next step, which is usually a visit to your Web site. If the topics are relevant, and your video shows compelling footage, an invitation isn't far behind.

Vickie Sullivan is President of Sullivan Speaker Services. Contact her by phone at (480) 961-4318, or visit her Web site at www.sullivanspeakeronline.com.