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How to Use Facebook for Business

June 2009

VP Inbound Marketing HubSpot Twitter: @mvolpe

Mike Volpe

Ellie Mirman

Inbound Marketing Manager HubSpot Twitter: @ellieeille

Agenda
What is Facebook & Why is it Important? How to Get Started How to Create Your Business Page 5 Tips for Promoting Your Business What to Measure & How

Whats HubSpot?

Inbound marketing software Over 1,200 customers in 2 years 85+ employees, lots of MIT grads

Proven ROI
Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads

www.HubSpot.com/ROI

Awards

Buzz

Outbound Marketing

Outbound Marketing is Broken

800-555-1234 Annoying Salesperson

Marketing Has Changed

1950 - 2000 2000 - 2050

Inbound Marketing
Blog SEO Social Media

HubSpot Inbound Marketing

Process
Get Found Publish Promote Optimize

Tools
Get Found Content Mgmt Blogging Social Media SEO Analytics

Get Found
Convert Test Target Nurture

Convert

Convert Offers / CTAs Landing Pages Email Lead Intelligence Lead Mgmt Analytics

What is Facebook?

Why You Should Care

Over 200 mill active users 600,000 new users every day 3rd most trafficked website

More than half outside college

Fastest growing demographic is those 35 years or older

Social Media = Cocktail Party

Social media is similar to a cocktail reception Without constraints of time or space More public easier for other people to listen in

Flickr: TECHcocktail

Cocktail Party Advice

Meet people and start conversations Add value be helpful, answer questions Ask questions, trust others advice

Flickr: TECHcocktail

Business Goals for Using Facebook

Get Found
Connect and Engage Create a Community Promote Content

Agenda
What is Facebook & Why is it Important? How to Get Started How to Create Your Business Page 5 Tips for Promoting Your Business What to Measure & How

How to Get Started

Personal Profile vs. Business Page

Set up a Personal Profile first and then create a Business Page that you will administer Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)

Sign Up

www.facebook.com

Build Your Personal Profile

Photo Work/edu info Networks Interests, photos, etc. Applications

Personal Profile What Not To Do

Profiles are for people, not companies.

Join Networks

Networks help connect you with people around you.

Connect with Friends

Friends need to be requested and mutually accepted Friend Finder Search Classmates, Coworkers, Names

Share Information
Share links, photos, videos, thoughts, etc.

Privacy

Agenda
What is Facebook & Why is it Important? How to Get Started How to Create Your Business Page 5 Tips for Promoting Your Business What to Measure & How

Create a Business Page

http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page.

Build Your Business Page

Publish Your Page

Become a Fan

Agenda
What is Facebook & Why is it Important? How to Get Started How to Create Your Business Page 5 Tips for Promoting Your Business What to Measure & How

Tip #1: Create an Engaging Page

Events Videos Discussions Photos Blog Articles

Tip #2: Go Viral Leverage News Feed

News Feed shows updates on your and your friends activity First thing you see when you log in Your updates show on your profile Wall Allow users to engage with you each activity is shared with their network

Tip #3: Draw on Your Network

Tip #4: Optimize for Search

Facebook Search Public Search
Based on # Fans Check your settings

Tip #5: Advertise on Facebook

http://www.facebook.com/advertising/ Note: You must be logged in to create an ad

What Do You Want to Advertise?

Advertise a website or something on Facebook (Page, Group, or Event you manage)

Create Your Ad

Target Your Audience

Target by Location, Gender, Age, Keywords, etc.

Count updates automatically

Set Your Budget

Choose Pay Per Click or Pay Per View Click Through Rate on Facebook is LOW! Go PPC

Agenda
What is Facebook & Why is it Important? How to Get Started How to Create Your Business Page 5 Tips for Promoting Your Business What to Measure & How

Friends, Fans, Activity

Facebook Ad CTR, Traffic, Cost

Organic Traffic & Ad Traffic

Traffic, Leads, Customers

350
300 250 200 15 150 100 50 0 10 5 0

30 25
20

Traffic Leads Customers

January

February

March

Thank You!
Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Grade Your Profile: http://facebook.grader.com
VP Inbound Marketing HubSpot Twitter: @mvolpe

Mike Volpe

Ellie Mirman

Inbound Marketing Manager HubSpot Twitter: @ellieeille

Try HubSpot: http://HubSpot.com/Free-Trial

Free Facebook for Business eBook

http://blog.hubspot.c om/blog/tabid/6307/ bid/4813/FreeeBook-How-to-UseFacebook-forBusiness.aspx