Social Media for Start Ups for Entrepreneurship Fair at McMaster Innovation Park 2014

1. SOCIAL MEDIA FOR STARTUPS Entrepreneurship Fair McMaster Innovation Park, 2014

2. FIND ME! Tweet Me: @ShantaDotCa My Web Site: http://shanta.ca 11/20/2014 SHANTA R. NATHWANI 2

3. ABOUT ME • Instructor, Sheridan College • Joint program with University of Toronto at Mississauga: Institute of Culture, Communication, Information and Technology • Web Design and Capstone Project • Independent IT and Social Media Consultant • Clients include NPOs, Real Estate, Software Development, Financial and Political Sectors • Serial WordCamp Speaker • 7 this year, including New York, Chicago and Los Angeles 11/20/2014 SHANTA R. NATHWANI 3

4. WEBSITES & WORDPRESS Where It All Begins… 11/20/2014 SHANTA R. NATHWANI 4

5. WEBSITES AS A HUB Having a website today is essential, even mandatory Why?  Information about you and your company  Sets you up as an authority  Gets people to sign up for your mail list  Share to others To what end? Money! Whether you sell items on your website or not, it all leads to money. 11/20/2014 SHANTA R. NATHWANI 5

6. WORDPRESS • Currently powers 23% of the world’s websites • Open source FREE software • Requires little to no coding • Many built in tools, including publishing to social media and sharing buttons • Huge community http://wordpress.org 11/20/2014 SHANTA R. NATHWANI 6

7. PUBLISHING AND SHARING Done by visitors to your website after publication Done by the author at publication 11/20/2014 SHANTA R. NATHWANI 7

8. Channels Facebook •Friends Network •Can be fed manually or automatically •Individuals or Pages Twitter •Anyone connects with anyone •Can be fed manually or automatically •No hierarchy LinkedIn •Professional Network •Can be fed manually or automatically •Individuals or groups Mailchimp •Emailing list can be updated from master •Self-manages bouncebacks, unsubscribes, etc. Posting Direction Flow You Tube or Photo Gallery •Can be it’s own channel or placed into posts Visitor Flow 11/20/2014 SHANTA R. NATHWANI 8

9. SOCIAL MEDIA Definitions, Facts, and Cases 11/20/2014 SHANTA R. NATHWANI 9

10. 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.11/20/2014 merriam-webster.com/dictionary/social%20media SHANTA R. NATHWANI 10

11. SOCIAL NETWORKS EXPLAINED 11/20/2014 SHANTA R. NATHWANI 11

12. INTERESTING FACTS 11/20/2014 SHANTA R. NATHWANI 12

15. CASE STUDY: VIA RAIL VIA Rail gave two bloggers (one English, one French) tickets on the train to ride across Canada The hashtags 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 11/20/2014 SHANTA R. NATHWANI 15

16. 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 “We wouldn’t be the success we are without social media.” – Sue Austin at Women’s Entrepreneurship February, 2012 http://www.thespec.com/living/food/article/669393--hamilton-s-gorilla-cheese-is-bound-for-tv-stardom 11/20/2014 SHANTA R. NATHWANI 16

17. 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 Had a community member recommend Romano’s (@romanos1275). After that we exchanged emails and let the conversation take off from there! 11/20/2014 SHANTA R. NATHWANI 17

18. SOME PERSONAL EXAMPLES Posted to a Hamilton Group when I moved  Ron Goris found me to come to the Burlington IT Coffee Group  Through that, I found out about Desire2Learn from Joel as well as Silicon Halton  Through Silicon Halton, have just led one of the discussions about social media ROI and positioned myself as an “expert” Interview at Evolusent – Found posting on Twitter from Vestiigo In an interview, I asked “Why me?”. Turns out they found a video of me giving an interview and saw how well I presented, which would have been an important piece of the work 11/20/2014 SHANTA R. NATHWANI 18

19. CHANNELS Convinced Yet? 11/20/2014 SHANTA R. NATHWANI 19

20. 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) 11/20/2014 SHANTA R. NATHWANI 20

21. 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 11/20/2014 SHANTA R. NATHWANI 21

22. INFORMATION FLOW How Does It All Work Together? 11/20/2014 SHANTA R. NATHWANI 22

23. HOW DO I MAKE SENSE OF…? 11/20/2014 SHANTA R. NATHWANI 23

24. FIND A TOOL THAT WORKS The previous slide shows my TweetDeck dashboard. This view is tweets only, but you can use it for LinkedIn and Facebook feeds among others. I personally like it. Another web-based dashboard is Hootsuite. It is a free tool, but also provides some analytics, like how many times someone has clicked on a link you’ve provided. Analytics are helpful, but they aren’t everything. Use Social Media to start a relationship, not replace it. 11/20/2014 SHANTA R. NATHWANI 24

25. 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 is just a new way to begin the relationship. Networking is KEY. 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. 11/20/2014 SHANTA R. NATHWANI 25

26. QUESTIONS? Tweet Me: @ShantaDotCa My Web Site: http://shanta.ca 11/20/2014 SHANTA R. NATHWANI 26

Social Media for Start Ups for Entrepreneurship Fair at McMaster Innovation Park 2014

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