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
HOUSEKEEPING NOTES                                    USE HASHTAG1   INTERACT WITH US IN REAL TIME   #FB4BIZ
HOUSEKEEPING NOTES                                    USE HASHTAG1   INTERACT WITH US IN REAL TIME   #FB4BIZ2   FOLLOW US ...
HOUSEKEEPING NOTES                                    USE HASHTAG1   INTERACT WITH US IN REAL TIME   #FB4BIZ2   FOLLOW US ...
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    4       TODAY’S WEBINAR              $50 fre...
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...
Facebook’s 4 Steps to Business SuccessSTEP 1Build Your Facebook Page                ON DEMANDSTEP 2Connect to Fans with Ad...
CONGRATSon your $50 free ad credit!You are eligible forFacebook sign-up help.1-800-669-9600                              #...
THANK                                YOU!CHRIS LUOHead of Global SMB MarketingFacebookMIKE VOLPECMO, HubSpot              ...
Search Engine                     Optimization                     Blogging &                     Social Media            ...
3          2000            7           50+          6           15          0                    inbound                  ...
Q&A   Get a Demo      of HubSpot:      www.HubSpot.com/FB4Biz
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Transcript of "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. HOUSEKEEPING NOTES USE HASHTAG1 INTERACT WITH US IN REAL TIME #FB4BIZ
  11. 11. 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
  12. 12. HOUSEKEEPING NOTES USE HASHTAG1 INTERACT WITH US IN REAL TIME #FB4BIZ2 FOLLOW US FOR ONGOING UPDATES Like3 GET THE SLIDES & RECORDING TOMORROW
  13. 13. 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
  14. 14. Facebook’sEverything onFacebook Startswith Your Page 1 2WATCH ON-DEMANDHUBSPOT.COM/FB4BIZ 3 4 steps
  15. 15. YOURPAGE THE WORLD
  16. 16. 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
  17. 17. LEARN THE BASICS &SEE GREAT EXAMPLESwww.facebook.com/about/pages
  18. 18. Facebook’s Connect to New Fans 1 2 with Facebook Ads 3 4 TODAY’S WEBINAR $50 free ad credit for attendeessteps
  19. 19. ADS PAGESACQUIRE FANS INTERACT WITH FANS
  20. 20. 1 3 5 7 9 to Accelerate Fan Growth with2 4 6 8 10 Facebook AdsTIPS #FB4BIZ
  21. 21. 1IDENTIFY YOURAUDIENCE #FB4BIZ
  22. 22. 2UNDERSTAND YOURTARGET OPTIONS #FB4BIZ
  23. 23. TARGET BY province state Zip codeGEO TARGETING city country
  24. 24. TARGET BY job age title workplace gender birthdayDEMOGRAPHICTARGETING status language education
  25. 25. TARGET BY movies TV politics shows booksLIKES & INTEREST religionTARGETING hobbies music
  26. 26. 3USE GOOD IMAGES #FB4BIZ
  27. 27. INCLUDE A STRONGCALL-TO-ACTION 4 #FB4BIZ
  28. 28. BODY TEXT IS SHORT AND CLEAR CLEAR CALL-TO- ACTION INCLUDES PRICESOCIAL PROMOTION &CONTEXT DRIVES SENSE OF URGENCYHIGHER CTR
  29. 29. SET OBJECTIVE &BUDGET 5 #FB4BIZ
  30. 30. What Is Your Objective?“I want to get new likes.” “I want to get clicks on my ad.” LIKES CLICKS
  31. 31. Bidding Based on Objective No need Need to place to bid a CPC bidObjective LIKES CLICKS
  32. 32. Bidding Based on ObjectiveObjective LIKES CLICKS
  33. 33. 6SET UP MULTIPLECAMPAIGNS/ADS #FB4BIZ
  34. 34. Target: 25-34, Target: 35-44, Target: 45-54,Marketing Interest Marketing Interest Marketing Interest
  35. 35. 7LAUNCH & FINDOUT WHICH ONESARE WORKING #FB4BIZ
  36. 36. Winning Creative by Segment:Target: 25-34, Target: 35-44, Target: 45-54,Marketing Interest Marketing Interest Marketing Interest
  37. 37. 8REPORTING &OPTIMIZATION #FB4BIZ
  38. 38. Advanced Report TypesADVERTISING PERFORMANCE RESPONDER DEMOGRAPHICS
  39. 39. Exporting Reports 1 Click Export Report Click OK 3 Open for use in Excel2
  40. 40. Optimize Bids with ReportsEXPLORE CTR OF DIFFERENT SUBSETS
  41. 41. 9REFRESHYOUR ADS #FB4BIZ
  42. 42. 10ALWAYS ON-STRATEGY #FB4BIZ
  43. 43. ADS BUSINESS PAGERESULTS IN Q1: 57% increase in traffic to HubSpot.com from Facebook 47% increase in leads from Facebook
  44. 44. Facebook’s 4 Steps to Business SuccessSTEP 1Build Your Facebook Page ON DEMANDSTEP 2Connect to Fans with Ads TODAYSTEP 3Engage Your Fans with Quality Content MAY 30THSTEP 4 JUNE 27THInfluence the Friends of Your Fans
  45. 45. CONGRATSon your $50 free ad credit!You are eligible forFacebook sign-up help.1-800-669-9600 #FB4BIZ
  46. 46. THANK YOU!CHRIS LUOHead of Global SMB MarketingFacebookMIKE VOLPECMO, HubSpot #FB4BIZ
  47. 47. Search Engine Optimization Blogging & Social Media Lead GenerationAll-in-One LeadMarketing Software Management Email & Automation Marketing Analytics
  48. 48. 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
  49. 49. Q&A Get a Demo of HubSpot: www.HubSpot.com/FB4Biz
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