An introduction to social media (with animation) october 4
1. +
An Introduction to Social
Media
By Shanta R. Nathwani, B.Com., MCP
Independent IT & Social Media Consultant
2. + 2
Introduction
Qualifications:
Diploma in Network Administration, York College of
Info. Tech.
Bachelor of Commerce in Info Tech Mgmt, Ryerson
University
Independent IT and Social Media Consultant
Clients include NPO’s, Real Estate, Software
Development, Financial and Political Sectors
Instructor, Sheridan College in Intermediate Web Design
3. + 3
What Is Social Media?
Social Media is defined as:
Websites and applications used for social networking.1
Web sites and other online means of communication that are
used by large groups of people to share information and to
develop social and professional contacts2
Forms of electronic communication (as Web sites for social
networking and microblogging) through which users create
online communities to share information, ideas, personal
messages, and other content (as videos)3
1 Oxford Dictionary http://oxforddictionaries.com/definition/social+media
2 Dictionary.com http://dictionary.reference.com/browse/social+media?s=t
3 Webster’s Dictionary http://www.merriam-webster.com/dictionary/social%20media
5. + 5
Main Streams
Facebook
Individuals, Non-Profits and Companies
Typically used for Business to Consumer, but can also be used for
Business to Business
To add a friend, need both parties to accept
Anyone can “Like” a page or group as well as subscribe to updates from
individuals
Twitter
Individuals, Non-Profits and Companies
Used equally between B2C, B2B and C2C
Limited to 140 characters. Often referred to as Microblogging
No need to accept relationship (unless marked private). Just because
someone follows you, doesn’t mean you have to follow you back
Uses hashtags for search and emphasis (i.e. #fail)
6. + 6
Main Streams (con’t)
YouTube
Individuals, Non-Profits and Companies
Used equally between B2C, B2B and C2C
Used to demonstrate things not easily shown in documentation
Can create channels or collection of videos
LinkedIn
Used for professional connections by Individuals, Non-Profits and
Companies
Must accept relationship
Mostly free but has some paid sections
7. + 7
Other Streams
MailChimp for email marketing/newsletters
Eventbrite for events and registrations
Pinterest for images
WordPress for Blogging or as a Content Management System
8. + 8
Channels
•Friends Network
•Can be fed manually
Facebook
or automatically
You Tube •Can be it’s own •Individuals or Pages
or Photo channel or placed into
Gallery posts
•Anyone connects with
anyone
Twitter •Can be fed manually
or automatically
•No hierarchy
•Professional Network
•Can be fed manually
LinkedIn
or automatically
•Individuals or groups
•Emailing list can be
updated from master
Mailchimp •Self-manages
Posting Direction Flow bouncebacks, unsubs
cribes, etc.
9. + 9
Quiz Time!
Question 1: This age group has 40% of them using
Social Media actively today.
a) 12-17
b) 18-34
c) 35-54
d) 55+
Answer: Over 40% of those over the age of 55 in Canada are now
actively using Social Media1
1 http://www.webfuel.ca/canada-social-media-statistics-2011/
10. + 10
Quiz Time!
Question 2: Who uses Social Media more? Men or
Women?
a) Men
b) Women
c) Equal
Answer: 37% of online Canadian women say that they visit a Social
Media site at least once a day, compared to only 24% of online
Canadian men. 1
1 http://www.webfuel.ca/canada-social-media-statistics-2011/
11. + 11
Quiz Time!
Question 3: What is the fastest growing segment of Facebook
Users?
a) Girls aged 12-17
b) Men aged 18-24
c) Men aged 35-44
d) Women aged 55-64
e) None of the above
Answer: The fastest growing segment on Facebook is 55-65 Females. 1
1 http://www.youtube.com/watch?v=0eUeL3n7fDs
17. +
Case Study: VIA Rail
VIA Railgave two bloggers (one English, one French)
tickets on the train to ride across Canada
Thehashtags generated 1,285,221 impressions, reaching
38,401 people during the course of 4 days
The ROI was calculated:
Traditional media value of 1.3M impressions: $10K-20K
Traditional production value for print, radio & TV: $5K-
$200K
Out of pocket cost to VIA using 2 bloggers: $2,500
Source: VIA Rail #SMWTOroi presentation 2012
18. +
Case Study: Gorilla Cheese
Local Food Truck Company started in July, 2011
Uses Facebook to notify customers of their locations
Engages regularly on Twitter
Won“Eat Streets” TV competition on the Food
Network thanks to social media
“Wewouldn’t be the success we are without social
media.” – Sue Austin at Women’s Entrepreneurship
February, 2012
Source: http://www.thespec.com/living/food/article/669393--hamilton-s-gorilla-cheese-is-bound-for-tv-stardom
19. +
Case Study: Hamilton Meetup
We needed a new place to have our meetups
Jumped onto Twitter to ask about where we could
have one using #HamOnt
Hada community member recommend Romano’s
(@romanos1275).
After
that we exchanged emails and let the
conversation take off from there!
20. + 20
Blogging… Why Me?
Gives people a reason to visit your website on a regular basis
Positions you as an expert in your field
Opens an area for discussion and conversation
21. + 21
How Do I Get Started With A Blog?
Choose a platform that works for you. My recommendation is
WordPress
How often will vary depending on your “business”
Community groups and non-profits – About once a month/quarter
Businesses should post about once a week
Check http://learn.wordpress.com for more on finding your
focus and how to run WordPress
Cost involved:
.com site is FREE
.org software is also free, just pay for domain & hosting
22. + 22
Email Marketing (Mass Mailing)
Common Tools are MailChimp or Constant Contact
Allows you to email many people at once without limitations of
ISP or Client (Like Outlook)
Bill C-28 – Anti-Spam Law: Make sure that your campaigns
comply with this law
Emails must have an “unsubscribe” ability
Must maintain a record of how, where and when you obtained
permission from the recipient
Allow recipients to decide how they wish to receive the email
(HTML, Text or Mobile)
23. + 23
Some Additional Tips
Don’t put anything on social media that you wouldn’t expect to
see on a billboard
Don’t automatically cross post (i.e., Facebook to Twitter or vice-
versa). Once in a while is okay, but for the most part, customize
the message for the platform/channel
You can manage your social media in about one hour per day;
about 20 minutes at breakfast, lunch and dinner
24. + 24
Take Away
The conversation is going to happen whether you are there or
not. You won’t be able to control it, but rather than ignore
it, why not manage it and be where your clients are? –
paraphrased from Scott Stratten
It doesn’t have to be perfect, just genuine.
Social Media doesn’t replace face-to-face, it should compliment
it.
In addition, if I offered you a free tool to help market to potential
clients, even thousands, how likely are you to use it? That’s
what I thought.