Commercial contractor honest, reliable, and competitive, opening office in Dickinson, ND. Specializing in steel, metal and concrete structures; warehousing, manufacturing, recreational, schools, horse arenas, distribution, aviation, shop buildings, quick turn around, cost effective.

1. How to Use Facebook for Business
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
HubSpot HubSpot
Twitter: @mvolpe Twitter: @ellieeille

2. How to Participate on Twitter
Step One
1. Login to your Twitter account
g y
2. Comment and ask questions
including the hashtag “#hubspot”

3. How to Participate on Twitter
Step Two
1. Go to http://search.twitter.com
2. Search for “#hubspot”

4. 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

5. Outbound Marketing
800-555-1234
Annoying
Salesperson

6. Inbound Marketing
Blog
g SEO Social Media

7. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts
Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations
Interruption Permission

8. What is Facebook?

9. Why You Should Care
• Over 120 million active users
• Adding 250,000 new users each day since Jan 07
Addi 250 000 hd i J 07
• 4th most trafficked website
• Most trafficked social media site
• Top Social Search Engine
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• More than 55,000 networks
• More than half are outside of college & fastest
More than half are outside of college & fastest
growing demographic is 25 years or older

10. “I’m 48. I don t understand
I m 48 don’t
this Social Media stuff.”
• Similar to a business
Similar to a business
cocktail reception
• Without constraints
of time or space
of time or space

11. Business Cocktail Party Advice
• M t
Meet people and start conversations
l d t t ti
• Answer questions – help others
• Ask questions – trust others’ advice

12. Social Media = Cocktail Party
• Become a real member of the community
Become a real member of the community
• Add al e to the comm nit
Add value to the community
• Ask and answer questions
• More effective than live cocktail parties
• No boundaries of time or space
• Other people can listen in easily

13. 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

14. How to Get Started

15. Business vs. Personal Accounts
• Business accounts are
limited to managing
y
your Business Page
g
and Advertising
• Add personality and
Add personality and
humanize your brand

16. Build Your Personal Profile
• Photo
• Work / edu info
• Networks
• Interests,
photos, etc.
• Applications

17. Privacy

18. Personal Profile – What Not To Do
Profiles are for people, not companies.

19. Connect with Friends
• Friends need to be
requested and
t d d
mutually accepted
• Friend Finder
• Search – Classmates,
Coworkers, Names

20. 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

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

22. Build Your Business Page
Company ABC
Company ABC

23. Publish Your Page
Company ABC

24. Become a “Fan”
Company ABC

25. 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

26. Tip #1: Create an Engaging Page
• Events
• Videos
• Discussions
iscussions
• Photos
• Blog Articles
Blog Articles

27. Tip #2: Leverage the Viral Nature of
p g
Facebook – News Feed
• News Feed shows
News Feed shows
updates on your and
your friends’ activity
• First thing you see when
you log in
• Your updates show on
Your updates show on
your profile “Wall”
• Allow users to engage
with you – each activity
is shared with their
network

28. Tip #3: Draw on Your Network
• Email your opt‐in mailing list
• Include link in your email signature
• Blog about your Facebook Page
Blog about your Facebook Page
• P t li k b d
Post a link or badge on your website or blog
b it bl

29. Tip #4: Optimize for Search
• Facebook Search • Public Search
• Based on # Fans • Check your settings

30. Tip #5: Advertise on Facebook
http://www.facebook.com/advertising/
// / /
Note: You must be logged in to create an ad

31. What Do You Want to Advertise?
• Advertise a website or something on Facebook
(Page, Group, or Event you manage)
(Page Group or Event you manage)

32. Create Your Ad

33. Target Your Audience
• Target by Location, Gender, Age, Keywords, etc.
Count updates automatically

34. Set Your Budget
• Choose Pay Per Click or Pay Per View
• Cli k Th
Click Through Rate on Facebook is LOW! Go PPC
hR t F b k i LOW! G PPC

35. 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

36. Friends, Fans, Activity

37. Facebook Ad CTR, Traffic, Cost

38. Organic Traffic & Ad Traffic

39. Traffic, Leads, Customers
350 30
300 25
2
250
20
200
Traffic
15
150 Leads
Customers
C
10
100
50 5
0 0
January February March

40. Thank You!
Learn more about HubSpot:
http://www.hubspot.com/demo
p // p /
Become a Fan:
http://facebook.hubspot.com
Join Marketers:
http://facebook.promarketers.com
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille

41. HubSpot
Inbound Marketing System

42. Inbound Marketing System
Content
SEO Management Blogs
Landing Social
Pages Media
Lead
Intelligence
CRM

43. Getting Found: On-Page SEO
Keyword Grader
• Determine what keywords to optimize
your pages around based on
relevance, search volume, and how
difficult it will be to rank on the first
page of Google
page of Google
• Identify critical long tail words (high
conversion rates, low competition)
• Monitor your rank against competitors
for each keyword/phrase
• Determine the specific page on your
site that is ranking for each
keyword(phrase) and how to make
further improvements

44. Getting Found: Off-Page SEO
Link Grader
• Identify opportunities to
generate more return from your
existing links
• Monitor your live inbound links
and which inbound links are
producing the most value for you
• Aggregate your competitors
inbound links to discover new
link building opportunities that
you have not taken advantage of
h tt k d t f

45. Getting Found: SEO for Your Whole Site
Page Grader
• Analyze each page of your site to
see which produce the most
value for you (traffic, leads,
ranked k
k d keywords, li k )
d links)
• Automatically recommend
improvements to optimize each
page of your site
f it

46. Getting Found: Blogosphere
Blogging
• Enable easy, natural process to
consistently update content on your
site, achieve more frequent search
engine crawls, and improve
authority
h
• Develop an audience of email and
RSS subscribers
• Attract more inbound links (“link
Attract more inbound links ( link
bait”)
• Write keyword rich content to
attract more high conversion rate
traffic

47. Track Your Competitors

48. Lead Intelligence
• Track the full path of all of your
leads through your web site
• Automatically develop more
intelligence around each lead
intelligence around each lead
(number of visits, time on site,
pages visited, comments written
on blog, documents downloaded,
information submitted via web
i f i b i d i b
forms created)
• Increase close rate through
improved lead quality
improved lead quality

49. Making Better Marketing Decisions
Analytics
• Integrated reports in HubSpot
software allow you to understand
the effects of all your marketing
activities so you can optimize your
efforts and allocate your time and
money towards the programs that
generate the most leads and sales
generate the most leads and sales
for your business

50. Actionable Marketing Insights
HubFeed
• HubFeed “watches” your Internet
marketing efforts and delivers
highlights and actionable insights
based on your data
b d d

51. HubSpot Methodology and Consulting
• Our Internet Marketing Consultants
are experienced in all aspects of online
marketing and specifically trained on
p p
HubSpot's products and
methodologies
• Consulting sessions focus on these
topics based on the specific needs of
topics based on the specific needs of
the client

52. HubSpot Training Materials and Resources

53. Thank You!
Learn more about HubSpot:
http://www.hubspot.com/demo
p // p /
Become a Fan:
http://facebook.hubspot.com
Join Marketers:
http://facebook.promarketers.com
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
Twitter: @mvolpe Twitter: @ellieeille

54. Additional Blog Articles
• http://blog.hubspot.com/blog/tabid/6307/bid/27
78/Now‐Any‐Business‐Can‐Tap‐53‐Million‐
Facebook‐Users‐For‐Free.aspx
• http //blo h bspot com/blo /tabid/6307/bid/43
http://blog.hubspot.com/blog/tabid/6307/bid/43
85/How‐to‐Use‐Facebook‐to‐Get‐a‐99‐Discount‐
on‐Traditional‐B‐to‐B‐Advertising.aspx
on Traditional B to B Advertising aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/42
48/Social‐Networks‐Business‐or‐Pleasure.aspx
/