How to Use Facebook for Business - ClickZ Presentation

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Presentation for June 2009 webinar on ClickZ on the basics of using Facebook for business.

Get the full ebook at http://blog.hubspot.com/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

  1. 1. 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
  2. 2. 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
  3. 3. What’s HubSpot? • Inbound marketing software • Over 1,200 customers in 2 years • 85+ employees, lots of MIT grads
  4. 4. 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
  5. 5. Awards
  6. 6. Buzz
  7. 7. Outbound Marketing
  8. 8. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  9. 9. Marketing Has Changed 1950 - 2000 2000 - 2050 9
  10. 10. Inbound Marketing Blog SEO Social Media
  11. 11. 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
  12. 12. What is Facebook?
  13. 13. 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
  14. 14. 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
  15. 15. Cocktail Party Advice  Meet people and start conversations  Add value – be helpful, answer questions  Ask questions, trust others’ advice Flickr: TECHcocktail
  16. 16. Business Goals for Using Facebook • Get Found • Connect and Engage • Create a Community • Promote Content
  17. 17. 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
  18. 18. How to Get Started
  19. 19. 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)
  20. 20. Sign Up www.facebook.com
  21. 21. Build Your Personal Profile • Photo • Work/edu info • Networks • Interests, photos, etc. • Applications
  22. 22. Personal Profile – What Not To Do Profiles are for people, not companies.
  23. 23. Join Networks Networks help connect you with people around you.
  24. 24. Connect with Friends • Friends need to be requested and mutually accepted • Friend Finder • Search – Classmates, Coworkers, Names
  25. 25. Share Information Share links, photos, videos, thoughts, etc.
  26. 26. Privacy
  27. 27. 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
  28. 28. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page.
  29. 29. Build Your Business Page
  30. 30. Publish Your Page
  31. 31. Become a “Fan”
  32. 32. 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
  33. 33. Tip #1: Create an Engaging Page • Events • Videos • Discussions • Photos • Blog Articles
  34. 34. 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
  35. 35. Tip #3: Draw on Your Network
  36. 36. Tip #4: Optimize for Search • Facebook Search • Public Search • Based on # Fans • Check your settings
  37. 37. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ Note: You must be logged in to create an ad
  38. 38. What Do You Want to Advertise? • Advertise a website or something on Facebook (Page, Group, or Event you manage)
  39. 39. Create Your Ad
  40. 40. Target Your Audience • Target by Location, Gender, Age, Keywords, etc. Count updates automatically
  41. 41. Set Your Budget • Choose Pay Per Click or Pay Per View • Click Through Rate on Facebook is LOW! Go PPC
  42. 42. 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
  43. 43. Friends, Fans, Activity
  44. 44. Facebook Ad CTR, Traffic, Cost
  45. 45. Organic Traffic & Ad Traffic
  46. 46. Traffic, Leads, Customers 350 30 300 25 250 20 200 Traffic 15 150 Leads 10 Customers 100 50 5 0 0 January February March
  47. 47. 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
  48. 48. 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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