The City of Surrey and Tourism Surrey are pleased to invite you to a Social Media Workshop, designed to educate local businesses on leveraging social media to support their marketing objectives. This half-day workshop, facilitated by Anoop Aulakh of Aulakh Group, will give you the confidence to select the social media platforms that are crucial for your business, develop engaging content, grow and manage an active social community, monitor your platforms with limited resources, adhere to best practices, and participate in the local #TrueSurrey campaign.

1. Social Media 101
FOR YOUR
BUSINESS Anoop Aulakh

2. About Me
Digital Marketing & Growth Consultant
Managed social campaigns for
Vancouver Canucks, Tourism New Mexico
Passionate about helping brands communicate effectively

3. AGENDA
▸What is Social Media Marketing?
▸Getting Started
▸Facebook
▸Twitter
▸Instagram
▸Strategies for Success
▸#TrueSurrey

4. WHAT IS
SOCIAL MEDIA
MARKETING?

5. Social Media
MARKETING
Gaining web traffic & attention
through social media sites

6. 81%Research online before making big purchase

7. 60%SMBs have gained new customers through social media

8. WHY SOCIAL MEDIA?
Easy way to learn about
customers

9. WHY SOCIAL MEDIA?
Helps you establish trust and authority

10. WHY SOCIAL MEDIA?
Reduce your overall marketing costs

11. WHY SOCIAL MEDIA?
Offer Better Customer Service

12. WHY SOCIAL MEDIA?
Attract & educate new customers

16. WHY IS SOCIAL MEDIA
DIFFICULT?
▸Social media
has many
channels, many
conversations,
lots of noise
▸Poor planning;
unrealistic
expectations

17. GETTING STARTED
Which Channels Are
Right For You?

18. WHERE DO
YOUR
CUSTOMERS
HANG OUT?
B2C
Facebook
Instagram
Pinterest
B2B
LinkedIn
BOTH
Blog
Twitter
YouTube
Google+

19. 1.
FACEBOOK

20. FACEBOOK
▸Central Hub for brand
news
▸Share pictures, status
updates, events
▸Easy way for brands to
engage with customers and
comment on activity or
updates

21. 3 Quick
Steps
Username/URL
Profile Pictures
Bio

31. 2.
TWITTER

32. TWITTER
▸140 character updates ▸Great for news and
customer questions
▸Fastest way to share and
engage with customers in
real time

33. 3 Quick
Steps
Username/URL
Profile Pictures
Bio

37. 3.
INSTAGRAM

38. INSTAGRAM
▸Mobile photo sharing app
with style filters
▸Hashtags are key to
being discovered
▸Great way to create
share bold visual content

39. 3 Quick
Steps
Username/URL
Profile Pictures
Bio

45. STRATEGY FOR
SUCCESS

46. “Marketing is no longer about the stuff
that you make, but about the stories
you tell.
-Seth Godin

47. THE GOLDEN RULE OF
CONTENT
30/60/10
30% Owned
60% Curated
10% Promotional

54. THE GOLDEN RULE OF
CONTENT
30/60/10
30% Owned
60% Curated
10% Promotional

55. ▸Grassroots movement to foster
civic pride
▸Highlights positive things Surrey
has to offer
▸Empowers residents and
businesses to become TrueSurrey
brand ambassadors

57. ▸As a business community, we are
stronger together
▸Support each other online through
shares, tags, and likes
▸Need content? Search #TrueSurrey

58. PROTECTING YOUR BRAND
▸Remember: The internet never forgets
▸Don’t be too spammy – listen and add
value; don’t just present your marketing
▸Use the same decorum you’d use in any
public event representing your brand

59. INSIGHTS
HoneyBee Centre

62. SOCIAL STRATEGY
▸Most active on Facebook
▸Secondary channels: Instagram,
Twitter
▸Time spent on social marketing: 60-
90 mins daily

63. SOCIAL STRATEGY
▸Have a dedicated team member
focusing on social
▸Curate content from fans, and
interesting facts about honey
▸Biggest Challenges: trial & error of
finding what works; limited time

67. “Don't spend all your time talking AT your fans
- engage with them, initiate conversation, and
provide something interesting to respond to,
or they'll tune you out.
-HoneyBee Centre

68. NEXT STEPS…
▸Choose 1 or 2 channels relevant to
your customers
▸Set up your profiles
▸Create a simple content plan that
works for you
▸Use #TrueSurrey to discover
content and support community