How to Use Facebook for Business - ClickZ Presentation

Download these slides: SlideShare.net/HubSpot How to Use Facebook for Business June 2009 Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe 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

What’s 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

Outbound Marketing

Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

Marketing Has Changed 1950 - 2000 2000 - 2050 9

Inbound Marketing Blog SEO Social Media

HubSpot Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Nurture • 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

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

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”

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

Friends, Fans, Activity

Facebook Ad CTR, Traffic, Cost

Organic Traffic & Ad Traffic

Traffic, Leads, Customers 350 30 300 25 250 20 200 Traffic 15 150 Leads 10 Customers 100 50 5 0 0 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 Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille Try HubSpot: http://HubSpot.com/Free-Trial

Free Facebook for Business eBook • http://blog.hubspot.c om/blog/tabid/6307/ bid/4813/Free- eBook-How-to-Use- Facebook-for- Business.aspx

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How to Use Facebook for Business - ClickZ Presentation

by HubSpot All-in-one Marketing Software on Jun 03, 2009

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