79%U.S. adults use                                                of onlinesocial media.Source: Netpop Research, http://bi...
51% of consumers aremore likely to buy a product orbrand after liking themon Facebook.Source: Chadwick, Martin, Bailey, ht...
For narrow targeting Facebookreaches its intended audience90% of the time VS anonline industry standard of35%.Source: Niel...
For broad targeting, Facebookreaches its intended audience95% of thetime VS an online industryaverage of 72%.Source: Niels...
53% of people follow abusiness vs. 32% whofollow a celebrity; 100M Pagelikes happen every day.Source: Nielsen Social Media...
The medianof U.S. social media users is                                                age 41                           .S...
Spending on Facebook adsincreased byin 2011.                                                    93%Source: Adobe Digital I...
WELCOME!#FB4BIZ   CHRIS LUO                       MIKE VOLPE   Head of Global SMB Marketing,                              ...
Facebook’s             to Business 1    2      SUCCESS 3    4      WORKSHOPsteps
Facebook’sEverything onFacebook Starts                Connect to New Fanswith Your Page     1    2      with Facebook Ads ...
Facebook’sEverything onFacebook Startswith Your Page        1    2WATCH ON-DEMANDHUBSPOT.COM/FB4BIZ                      3...
YOURPAGE       THE       WORLD
9 TIPS FOR A SUCCESSFUL BUSINESS PAGE    SET COVER              POST DAILY        REARRANGE    & PROFILE PHOTOS           ...
LEARN THE BASICS &SEE GREAT EXAMPLESwww.facebook.com/about/pages
Facebook’s             Connect to New Fans 1    2      with Facebook Ads 3    4steps
ADS               PAGESACQUIRE FANS               INTERACT WITH FANS
1   3   5   7   9   to Accelerate                    Fan Growth with2   4   6   8 10    Facebook AdsTIPS                  ...
1IDENTIFY YOURAUDIENCE                    #FB4BIZ
2UNDERSTAND YOURTARGET OPTIONS                      #FB4BIZ
TARGET BY                           province                state                                        Zip codeGEO TARGE...
TARGET BY                 job           age                           title                                               ...
TARGET BY                              movies                    TV                    politics                   shows   ...
3USE GOOD IMAGES                  #FB4BIZ
INCLUDE A STRONGCALL-TO-ACTION                   4                       #FB4BIZ
BODY TEXT IS                 SHORT AND                 CLEAR                                CLEAR                         ...
SET OBJECTIVE &BUDGET                  5                      #FB4BIZ
What Is Your Objective?“I want to get new likes.”   “I want to get clicks on my ad.”        LIKES                        C...
Bidding Based on Objective            No need   Need to place             to bid    a CPC bidObjective             LIKES  ...
Bidding Based on ObjectiveObjective            LIKES       CLICKS
6SET UP MULTIPLECAMPAIGNS/ADS                      #FB4BIZ
Target: 25-34,       Target: 35-44,       Target: 45-54,Marketing Interest   Marketing Interest   Marketing Interest
7LAUNCH & FINDOUT WHICH ONESARE WORKING                     #FB4BIZ
Winning Creative by Segment:Target: 25-34,       Target: 35-44,       Target: 45-54,Marketing Interest   Marketing Interes...
8REPORTING &OPTIMIZATION                   #FB4BIZ
Advanced Report TypesADVERTISING PERFORMANCE   RESPONDER DEMOGRAPHICS
Exporting Reports                               1   Click Export Report    Click OK        3   Open for use in Excel2
Optimize Bids with ReportsEXPLORE CTR OF DIFFERENT SUBSETS
9REFRESHYOUR ADS               #FB4BIZ
10ALWAYS ON-STRATEGY             #FB4BIZ
ADS                            BUSINESS PAGERESULTS IN Q1:  57% increase in traffic to  HubSpot.com from Facebook  47% inc...
THANK                                YOU!CHRIS LUOHead of Global SMB MarketingFacebookMIKE VOLPECMO, HubSpot              ...
Search Engine                     Optimization                     Blogging &                     Social Media            ...
3          2000            7           50+          6           15          0                    inbound                  ...
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
Connect to Fans with Facebook Ads
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Connect to Fans with Facebook Ads

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This is the second session of Facebook and HubSpot's workshop "Four Steps to Achieving Business Success with Facebook:" http://www.hubspot.com/four-steps-to-achieving-business-success-with-facebook

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  • Great presentation and encouraging to use Facebook ads.
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  • Some great numbers that can help to tell the story of your use of social media.
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Connect to Fans with Facebook Ads

  1. 1. 79%U.S. adults use of onlinesocial media.Source: Netpop Research, http://bit.ly/I9XDzE
  2. 2. 51% of consumers aremore likely to buy a product orbrand after liking themon Facebook.Source: Chadwick, Martin, Bailey, http://bit.ly/JlP5ZU
  3. 3. For narrow targeting Facebookreaches its intended audience90% of the time VS anonline industry standard of35%.Source: Nielsen OCR Study, http://bit.ly/nielsenocr
  4. 4. For broad targeting, Facebookreaches its intended audience95% of thetime VS an online industryaverage of 72%.Source: Nielsen OCR Study, http://bit.ly/nielsenocr
  5. 5. 53% of people follow abusiness vs. 32% whofollow a celebrity; 100M Pagelikes happen every day.Source: Nielsen Social Media Report, http://bit.ly/nielsensocialreport
  6. 6. The medianof U.S. social media users is age 41 .Source: Netpop Research, http://bit.ly/I9XDzE
  7. 7. Spending on Facebook adsincreased byin 2011. 93%Source: Adobe Digital Index, http://bit.ly/I5sT85
  8. 8. WELCOME!#FB4BIZ CHRIS LUO MIKE VOLPE Head of Global SMB Marketing, Chief Marketing Officer, Facebook HubSpot
  9. 9. Facebook’s to Business 1 2 SUCCESS 3 4 WORKSHOPsteps
  10. 10. Facebook’sEverything onFacebook Starts Connect to New Fanswith Your Page 1 2 with Facebook Ads 3 4 Influence theEngage Friends ofYour Fanswith QualityContent steps Your Fans
  11. 11. Facebook’sEverything onFacebook Startswith Your Page 1 2WATCH ON-DEMANDHUBSPOT.COM/FB4BIZ 3 4 steps
  12. 12. YOURPAGE THE WORLD
  13. 13. 9 TIPS FOR A SUCCESSFUL BUSINESS PAGE SET COVER POST DAILY REARRANGE & PROFILE PHOTOS VIEWS & APPS1 4 7 ADD MILESTONES MANAGE WITH HIGHLIGHT ADMIN PANEL UPDATES2 5 8 PIN STORIES RESPOND TO CLAIM MESSAGES VANITY URL3 6 9
  14. 14. LEARN THE BASICS &SEE GREAT EXAMPLESwww.facebook.com/about/pages
  15. 15. Facebook’s Connect to New Fans 1 2 with Facebook Ads 3 4steps
  16. 16. ADS PAGESACQUIRE FANS INTERACT WITH FANS
  17. 17. 1 3 5 7 9 to Accelerate Fan Growth with2 4 6 8 10 Facebook AdsTIPS #FB4BIZ
  18. 18. 1IDENTIFY YOURAUDIENCE #FB4BIZ
  19. 19. 2UNDERSTAND YOURTARGET OPTIONS #FB4BIZ
  20. 20. TARGET BY province state Zip codeGEO TARGETING city country
  21. 21. TARGET BY job age title workplace gender birthdayDEMOGRAPHICTARGETING status language education
  22. 22. TARGET BY movies TV politics shows booksLIKES & INTEREST religionTARGETING hobbies music
  23. 23. 3USE GOOD IMAGES #FB4BIZ
  24. 24. INCLUDE A STRONGCALL-TO-ACTION 4 #FB4BIZ
  25. 25. BODY TEXT IS SHORT AND CLEAR CLEAR CALL-TO- ACTION INCLUDES PRICESOCIAL PROMOTION &CONTEXT DRIVES SENSE OF URGENCYHIGHER CTR
  26. 26. SET OBJECTIVE &BUDGET 5 #FB4BIZ
  27. 27. What Is Your Objective?“I want to get new likes.” “I want to get clicks on my ad.” LIKES CLICKS
  28. 28. Bidding Based on Objective No need Need to place to bid a CPC bidObjective LIKES CLICKS
  29. 29. Bidding Based on ObjectiveObjective LIKES CLICKS
  30. 30. 6SET UP MULTIPLECAMPAIGNS/ADS #FB4BIZ
  31. 31. Target: 25-34, Target: 35-44, Target: 45-54,Marketing Interest Marketing Interest Marketing Interest
  32. 32. 7LAUNCH & FINDOUT WHICH ONESARE WORKING #FB4BIZ
  33. 33. Winning Creative by Segment:Target: 25-34, Target: 35-44, Target: 45-54,Marketing Interest Marketing Interest Marketing Interest
  34. 34. 8REPORTING &OPTIMIZATION #FB4BIZ
  35. 35. Advanced Report TypesADVERTISING PERFORMANCE RESPONDER DEMOGRAPHICS
  36. 36. Exporting Reports 1 Click Export Report Click OK 3 Open for use in Excel2
  37. 37. Optimize Bids with ReportsEXPLORE CTR OF DIFFERENT SUBSETS
  38. 38. 9REFRESHYOUR ADS #FB4BIZ
  39. 39. 10ALWAYS ON-STRATEGY #FB4BIZ
  40. 40. ADS BUSINESS PAGERESULTS IN Q1: 57% increase in traffic to HubSpot.com from Facebook 47% increase in leads from Facebook
  41. 41. THANK YOU!CHRIS LUOHead of Global SMB MarketingFacebookMIKE VOLPECMO, HubSpot #FB4BIZ
  42. 42. Search Engine Optimization Blogging & Social Media Lead GenerationAll-in-One LeadMarketing Software Management Email & Automation Marketing Analytics
  43. 43. 3 2000 7 50+ 6 15 0 inbound inspiring small reasons days learning breakout group not to marketing sessions keynotes professionals tracks workshops GO! REGISTER TODAY! http://inbound2012.eventbrite.com/www.InboundConference.com
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