How to Use Facebook for Business - ClickZ Presentation

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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....

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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  • 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. 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. What’s HubSpot? • Inbound marketing software • Over 1,200 customers in 2 years • 85+ employees, lots of MIT grads
  • 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. Awards
  • 6. Buzz
  • 7. Outbound Marketing
  • 8. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  • 9. Marketing Has Changed 1950 - 2000 2000 - 2050 9
  • 10. Inbound Marketing Blog SEO Social Media
  • 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. What is Facebook?
  • 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. 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. Cocktail Party Advice  Meet people and start conversations  Add value – be helpful, answer questions  Ask questions, trust others’ advice Flickr: TECHcocktail
  • 16. Business Goals for Using Facebook • Get Found • Connect and Engage • Create a Community • Promote Content
  • 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. How to Get Started
  • 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. Sign Up www.facebook.com
  • 21. Build Your Personal Profile • Photo • Work/edu info • Networks • Interests, photos, etc. • Applications
  • 22. Personal Profile – What Not To Do Profiles are for people, not companies.
  • 23. Join Networks Networks help connect you with people around you.
  • 24. Connect with Friends • Friends need to be requested and mutually accepted • Friend Finder • Search – Classmates, Coworkers, Names
  • 25. Share Information Share links, photos, videos, thoughts, etc.
  • 26. Privacy
  • 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. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page.
  • 29. Build Your Business Page
  • 30. Publish Your Page
  • 31. Become a “Fan”
  • 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. Tip #1: Create an Engaging Page • Events • Videos • Discussions • Photos • Blog Articles
  • 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. Tip #3: Draw on Your Network
  • 36. Tip #4: Optimize for Search • Facebook Search • Public Search • Based on # Fans • Check your settings
  • 37. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ Note: You must be logged in to create an ad
  • 38. What Do You Want to Advertise? • Advertise a website or something on Facebook (Page, Group, or Event you manage)
  • 39. Create Your Ad
  • 40. Target Your Audience • Target by Location, Gender, Age, Keywords, etc. Count updates automatically
  • 41. Set Your Budget • Choose Pay Per Click or Pay Per View • Click Through Rate on Facebook is LOW! Go PPC
  • 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. Friends, Fans, Activity
  • 44. Facebook Ad CTR, Traffic, Cost
  • 45. Organic Traffic & Ad Traffic
  • 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. 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. Free Facebook for Business eBook • http://blog.hubspot.c om/blog/tabid/6307/ bid/4813/Free- eBook-How-to-Use- Facebook-for- Business.aspx