Jeanne:Chris, I understand that you have developed a 4 step process to help small businesses find success on Facebook. Can you tell us more about what these steps are, and how you developed them?Chris: First of all, thanks for having me here today, Jeanne. I’m excited to be here to share what we are calling “Facebook’s Steps to Small Business Success.” We developed these steps because we realize that Facebook is a new form of marketing that is very different from other types of traditional marketing. It’s new, and people are still figuring out how to best take advantage it. As a result, it requires a new approach. We’ve spent time codifying what we think are the right steps to use our platform well and have validated it with data from actual small business advertisers. We’re starting to share this approach broadly, and we are excited to be able to share this framework over the course of 4 webinars with Hubspot.
Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
Chris:But all of these connections start first with your Facebook Page. With the new redesign, you can express your business’s identity in ways that you never could. We really tried to build a place that’s like your store front on the web. The cover photo expresses your identity and brand, and the content on the timeline reflects what’s happening with your business on a daily basis. It’s not static like a web-site. Instead it changes on regular basis as new things happen with your business. This is the way you can reach your connections and engage your customers, prospects, and their friends in a conversation.
Jeanne: can I put any cover photo? Is there any guidelines? Do we have less tabs than before?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Facebook & HubSpot Webinar 1: Everything Starts with Your Facebook PagePresentation Transcript
Brands get a46%increase in userengagement withFACEBOOK TIMELINE.Source: Simply Measured, http://bit.ly/HnjLFr
Brands get a65%increase in INTERACTIVECONTENT engagement (video &photo) with Facebook Timeline.Source: Simply Measured, http://bit.ly/HnjVwz
35%of consumer comments oncompany Facebook Pagesare COMPLIMENTS.Source: AT Kearney, http://bit.ly/Hnk1Ex
8%of consumer comments oncompany Facebook pagesare COMPLAINTS.Source: AT Kearney, http://bit.ly/GXMNBe
17%of company responses toconsumer comments onFacebook call the consumerby NAME.Source: AT Kearney, http://bit.ly/HnkczO
A LAPTOP or DESKTOPcomputer is the primary deviceused for Facebook for82%of U.S. adults.Source: 10 Facts about How and Why Consumers Like and Subscribe,http://www.factbrowser.com/facts/6413/
70%of Facebook newsconsumers follow linksposted by FRIENDS orFAMILY.Source: Pew Research Center, http://bit.ly/GXNASY
The median ratioof FacebookVIEWS : SHARES is9:1.Source: BuzzFeed, http://bit.ly/HnlUkL
WELCOME!#FB4BIZ CHRIS LUO JEANNE HOPKINS Head of Global SMB Marketing, VP of Marketing, Facebook HubSpot
HOUSEKEEPING NOTES USE HASHTAG1 INTERACT WITH US IN REAL TIME #FB4BIZ
HOUSEKEEPING NOTES USE HASHTAG1 INTERACT WITH US IN REAL TIME #FB4BIZ2 FOLLOW US FOR ONGOING UPDATES Like www.Facebook.com/Marketing www.Facebook.com/HubSpot
HOUSEKEEPING NOTES USE HASHTAG1 INTERACT WITH US IN REAL TIME #FB4BIZ2 FOLLOW US FOR ONGOING UPDATES Like3 GET THE SLIDES & RECORDING TOMORROW
Facebook’s to Business 1 2 SUCCESS 3 4 WORKSHOPsteps
WORKSHOP METHODOLOGY Everything on1 2 Facebook Starts with Your Page3 4 TODAY’S WEBINAR
WORKSHOP METHODOLOGY Connect with New Fans with1 2 Facebook Ads3 4 APRIL 25 $50 free ad credit for attendees
WORKSHOP METHODOLOGY Engage Your Fans with1 2 Quality Content3 4 MAY 30
WORKSHOP METHODOLOGY Influence the Friends of1 2 Your Fans3 4 JUNE 27
WHY DO THESESTEPS MATTER? #FB4BIZ
BUILDINGCONNECTIONSFOR YOUR BUSINESS #FB4BIZ
Not just Not justCLICKS. REACH.
It’s about creating aRELATIONSHIP Chris Luo likes HubSpot.
TODAYand every day & #FB4BIZ
Today, and every day… 2B POSTS ARE LIKED COMMENTED ON & #FB4BIZ
Today, and every day… 500M USERS LOG IN #FB4BIZ
Today, and every day… 250M PHOTOS ARE UPLOADED #FB4BIZ
IMAGE CREDIT: SAMANTHA DECKER Facebook Pages MISSION CONTROL for your business
You are given an empty canvas: Business Name X Likes – Y Talking About This Category Two concise sentences about your business should be enough for users to know more about you
Get creative! #FB4BIZ
1 2 3 to build a SUCCESSFUL4 5 6 business page7 8 9TIPS #FB4BIZ
1SET YOUR COVER &PROFILE PHOTOS #FB4BIZ
PROFILE PICTURE COVER PHOTOUse a logo that people Use a photo that captures theassociate with your business essence of your brand and showcase your product or service
2ADD MILESTONESTO DEFINE KEYMOMENTS #FB4BIZ
MILESTONES
3PIN IMPORTANTSTORIES TO THETOP OF YOUR PAGE #FB4BIZ
PIN STORIESHover around an update, clickthe pencil icon and pin it tothe top of your News Feed.
POST DAILY TOYOUR PAGE 4 #FB4BIZ
POST DAILYRegular updates engage your fans
MANAGE PAGETHROUGH THEADMIN PANEL 5 #FB4BIZ
MANAGE
6RESPOND TOPERSONALMESSAGES #FB4BIZ
RECEIVE & SENDPRIVATE MESSAGES
7REARRANGEVIEWS & APPS #FB4BIZ
VIEWS & APPSYour photos, events, andcustom apps are now easierfor people to find
8HIGHLIGHTUPDATES #FB4BIZ
STAR UPDATESHover around updatesand click the star iconto highlight stories
9CLAIM YOURVANITY URL #FB4BIZ
USERNAMEIf you haven’t set your vanity URL, go towww.Facebook.com/username
NEXT SESSIONS:2 Connect with New Fans with Facebook Ads APRIL 253 Engage Your Fans with Quality Content MAY 304 Influence the Friends of Your Fans JUNE 27 #FB4BIZ
THANKCHRIS LUO YOU!Head of Global SMB MarketingFacebookJEANNE HOPKINSVP of Marketing, HubSpot #FB4BIZ
3 2000 7 50+ 6 15 small 0 reasons breakout inspiring days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.comwww.InboundConference.com
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