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Connect to Fans with Facebook Ads

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This is the second session of Facebook and HubSpot's workshop "Four Steps to Achieving Business Success with Facebook:" http://www.hubspot.com/four-steps-to-achieving-business-success-with-facebook

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Connect to Fans with 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. 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
  11. 11. Facebook’sEverything onFacebook Startswith Your Page 1 2WATCH ON-DEMANDHUBSPOT.COM/FB4BIZ 3 4 steps
  12. 12. YOURPAGE THE WORLD
  13. 13. 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
  14. 14. LEARN THE BASICS &SEE GREAT EXAMPLESwww.facebook.com/about/pages
  15. 15. Facebook’s Connect to New Fans 1 2 with Facebook Ads 3 4steps
  16. 16. ADS PAGESACQUIRE FANS INTERACT WITH FANS
  17. 17. 1 3 5 7 9 to Accelerate Fan Growth with2 4 6 8 10 Facebook AdsTIPS #FB4BIZ
  18. 18. 1IDENTIFY YOURAUDIENCE #FB4BIZ
  19. 19. 2UNDERSTAND YOURTARGET OPTIONS #FB4BIZ
  20. 20. TARGET BY province state Zip codeGEO TARGETING city country
  21. 21. TARGET BY job age title workplace gender birthdayDEMOGRAPHICTARGETING status language education
  22. 22. TARGET BY movies TV politics shows booksLIKES & INTEREST religionTARGETING hobbies music
  23. 23. 3USE GOOD IMAGES #FB4BIZ
  24. 24. INCLUDE A STRONGCALL-TO-ACTION 4 #FB4BIZ
  25. 25. BODY TEXT IS SHORT AND CLEAR CLEAR CALL-TO- ACTION INCLUDES PRICESOCIAL PROMOTION &CONTEXT DRIVES SENSE OF URGENCYHIGHER CTR
  26. 26. SET OBJECTIVE &BUDGET 5 #FB4BIZ
  27. 27. What Is Your Objective?“I want to get new likes.” “I want to get clicks on my ad.” LIKES CLICKS
  28. 28. Bidding Based on Objective No need Need to place to bid a CPC bidObjective LIKES CLICKS
  29. 29. Bidding Based on ObjectiveObjective LIKES CLICKS
  30. 30. 6SET UP MULTIPLECAMPAIGNS/ADS #FB4BIZ
  31. 31. Target: 25-34, Target: 35-44, Target: 45-54,Marketing Interest Marketing Interest Marketing Interest
  32. 32. 7LAUNCH & FINDOUT WHICH ONESARE WORKING #FB4BIZ
  33. 33. Winning Creative by Segment:Target: 25-34, Target: 35-44, Target: 45-54,Marketing Interest Marketing Interest Marketing Interest
  34. 34. 8REPORTING &OPTIMIZATION #FB4BIZ
  35. 35. Advanced Report TypesADVERTISING PERFORMANCE RESPONDER DEMOGRAPHICS
  36. 36. Exporting Reports 1 Click Export Report Click OK 3 Open for use in Excel2
  37. 37. Optimize Bids with ReportsEXPLORE CTR OF DIFFERENT SUBSETS
  38. 38. 9REFRESHYOUR ADS #FB4BIZ
  39. 39. 10ALWAYS ON-STRATEGY #FB4BIZ
  40. 40. ADS BUSINESS PAGERESULTS IN Q1: 57% increase in traffic to HubSpot.com from Facebook 47% increase in leads from Facebook
  41. 41. THANK YOU!CHRIS LUOHead of Global SMB MarketingFacebookMIKE VOLPECMO, HubSpot #FB4BIZ
  42. 42. Search Engine Optimization Blogging & Social Media Lead GenerationAll-in-One LeadMarketing Software Management Email & Automation Marketing Analytics
  43. 43. 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

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