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Facebook For Business HubSpot

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Facebook For Business HubSpot

Nov. 21, 2008
• 100 likes • 33,835 views

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Description

Welcome to a world of conversations and relationships. Facebook is not an evil time-waster, a community just for college students, or something scary or irrelevant for marketers – even you B2B folks. Facebook is a tool (a social utility, as they would say) for connecting people with those around them. And, as with any social media tool, marketers have an opportunity to use Facebook to expand their online footprint and engage with customers directly.

Topics include:
1) Why social media and Facebook are important

2)Tips for increasing your business presence & engaging with prospects directly on Facebook

3) What to measure and how to track the success of your Facebook programs

Transcript

  1. How to Use Facebook for Business Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille
  2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions  including the hashtag “#hubspot”
  3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  4. 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
  5. Outbound Marketing 800-555-1234 Annoying Salesperson
  6. Inbound Marketing Blog g SEO Social Media
  7. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  8. What is Facebook?
  9. Why You Should Care • Over 120 million active users • Addi 250 000 Adding 250,000 new users each day since Jan 07 hd i J 07 • 4th most trafficked website • Most trafficked social media site • Top Social Search Engine p g • More than 55,000 networks • More than half are outside of college & fastest  More than half are outside of college & fastest growing demographic is 25 years or older
  10. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business Similar to a business  cocktail reception • Without constraints  of time or space of time or space
  11. Business Cocktail Party Advice • M t Meet people and start conversations l d t t ti • Answer questions – help others • Ask questions – trust others’ advice
  12. Social Media = Cocktail Party • Become a real member of the community Become a real member of the community • Add al e to the comm nit Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  13. 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
  14. How to Get Started
  15. Business vs. Personal Accounts • Business accounts are  limited to managing  y your Business Page  g and Advertising • Add personality and Add personality and  humanize your brand
  16. Build Your Personal Profile • Photo • Work / edu info • Networks • Interests,  photos, etc. • Applications
  17. Privacy
  18. Personal Profile – What Not To Do Profiles are for people, not companies.
  19. Connect with Friends • Friends need to be  requested and  t d d mutually accepted • Friend Finder • Search – Classmates,  Coworkers, Names
  20. 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
  21. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page. Note You must be logged in to create a Page
  22. Build Your Business Page Company ABC Company ABC
  23. Publish Your Page Company ABC
  24. Become a “Fan” Company ABC
  25. 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
  26. Tip #1: Create an Engaging Page • Events • Videos • Discussions iscussions • Photos • Blog Articles Blog Articles
  27. Tip #2: Leverage the Viral Nature of p g Facebook – News Feed • News Feed shows News Feed shows  updates on your and  your friends’ activity • First thing you see when  you log in • Your updates show on Your updates show on  your profile “Wall” • Allow users to engage  with you – each activity  is shared with their  network
  28. Tip #3: Draw on Your Network • Email your opt‐in mailing list • Include link in your email signature • Blog about your Facebook Page Blog about your Facebook Page • P t li k b d Post a link or badge on your website or blog b it bl
  29. Tip #4: Optimize for Search • Facebook Search • Public Search • Based on # Fans • Check your settings
  30. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ // / / Note: You must be logged in to create an ad
  31. What Do You Want to Advertise? • Advertise a website or something on Facebook  (Page, Group, or Event you manage) (Page Group or Event you manage)
  32. Create Your Ad
  33. Target Your Audience • Target by Location, Gender, Age, Keywords, etc. Count updates automatically
  34. Set Your Budget • Choose Pay Per Click or Pay Per View • Cli k Th Click Through Rate on Facebook is LOW! Go PPC hR t F b k i LOW! G PPC
  35. 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
  36. Friends, Fans, Activity
  37. Facebook Ad CTR, Traffic, Cost
  38. Organic Traffic & Ad Traffic
  39. Traffic, Leads, Customers 350 30 300 25 2 250 20 200 Traffic 15 150 Leads Customers C 10 100 50 5 0 0 January February March
  40. Thank You! Learn more about HubSpot:  http://www.hubspot.com/demo p // p / Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  41. HubSpot Inbound Marketing System
  42. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  43. Getting Found: On-Page SEO Keyword Grader • Determine what keywords to optimize  your pages around based on  relevance, search volume, and how  difficult it will be to rank on the first  page of Google page of Google • Identify critical long tail words (high  conversion rates, low competition) • Monitor your rank against competitors  for each keyword/phrase • Determine the specific page on your  site that is ranking for each  keyword(phrase) and how to make  further improvements
  44. Getting Found: Off-Page SEO Link Grader • Identify opportunities to  generate more return from your  existing links • Monitor your live inbound links  and which inbound links are  producing the most value for you • Aggregate your competitors  inbound links to discover new  link building opportunities that  you have not taken advantage of h tt k d t f
  45. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  46. Getting Found: Blogosphere Blogging • Enable easy, natural process to  consistently update content on your  site, achieve more frequent search  engine crawls, and improve  authority h • Develop an audience of email and  RSS subscribers • Attract more inbound links (“link Attract more inbound links ( link  bait”) • Write keyword rich content to  attract more high conversion rate  traffic
  47. Track Your Competitors
  48. Lead Intelligence • Track the full path of all of your  leads through your web site • Automatically develop more  intelligence around each lead  intelligence around each lead (number of visits, time on site,  pages visited, comments written  on blog, documents downloaded,  information submitted via web  i f i b i d i b forms created) • Increase close rate through  improved lead quality improved lead quality
  49. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot  software allow you to understand  the effects of all your marketing  activities so you can optimize your  efforts and allocate your time and  money towards the programs that  generate the most leads and sales  generate the most leads and sales for your business
  50. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet  marketing efforts and delivers  highlights and actionable insights  based on your data b d d
  51. HubSpot Methodology and Consulting • Our Internet Marketing Consultants  are experienced in all aspects of online  marketing and specifically trained on  p p HubSpot's products and  methodologies • Consulting sessions focus on these  topics based on the specific needs of  topics based on the specific needs of the client
  52. HubSpot Training Materials and Resources
  53. Thank You! Learn more about HubSpot:  http://www.hubspot.com/demo p // p / Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  54. Additional Blog Articles • http://blog.hubspot.com/blog/tabid/6307/bid/27 78/Now‐Any‐Business‐Can‐Tap‐53‐Million‐ Facebook‐Users‐For‐Free.aspx • http //blo h bspot com/blo /tabid/6307/bid/43 http://blog.hubspot.com/blog/tabid/6307/bid/43 85/How‐to‐Use‐Facebook‐to‐Get‐a‐99‐Discount‐ on‐Traditional‐B‐to‐B‐Advertising.aspx on Traditional B to B Advertising aspx • http://blog.hubspot.com/blog/tabid/6307/bid/42 48/Social‐Networks‐Business‐or‐Pleasure.aspx /
Technology Business

Description

Welcome to a world of conversations and relationships. Facebook is not an evil time-waster, a community just for college students, or something scary or irrelevant for marketers – even you B2B folks. Facebook is a tool (a social utility, as they would say) for connecting people with those around them. And, as with any social media tool, marketers have an opportunity to use Facebook to expand their online footprint and engage with customers directly.

Topics include:
1) Why social media and Facebook are important

2)Tips for increasing your business presence & engaging with prospects directly on Facebook

3) What to measure and how to track the success of your Facebook programs

Transcript

  1. How to Use Facebook for Business Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille
  2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions  including the hashtag “#hubspot”
  3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  4. 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
  5. Outbound Marketing 800-555-1234 Annoying Salesperson
  6. Inbound Marketing Blog g SEO Social Media
  7. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  8. What is Facebook?
  9. Why You Should Care • Over 120 million active users • Addi 250 000 Adding 250,000 new users each day since Jan 07 hd i J 07 • 4th most trafficked website • Most trafficked social media site • Top Social Search Engine p g • More than 55,000 networks • More than half are outside of college & fastest  More than half are outside of college & fastest growing demographic is 25 years or older
  10. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business Similar to a business  cocktail reception • Without constraints  of time or space of time or space
  11. Business Cocktail Party Advice • M t Meet people and start conversations l d t t ti • Answer questions – help others • Ask questions – trust others’ advice
  12. Social Media = Cocktail Party • Become a real member of the community Become a real member of the community • Add al e to the comm nit Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  13. 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
  14. How to Get Started
  15. Business vs. Personal Accounts • Business accounts are  limited to managing  y your Business Page  g and Advertising • Add personality and Add personality and  humanize your brand
  16. Build Your Personal Profile • Photo • Work / edu info • Networks • Interests,  photos, etc. • Applications
  17. Privacy
  18. Personal Profile – What Not To Do Profiles are for people, not companies.
  19. Connect with Friends • Friends need to be  requested and  t d d mutually accepted • Friend Finder • Search – Classmates,  Coworkers, Names
  20. 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
  21. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page. Note You must be logged in to create a Page
  22. Build Your Business Page Company ABC Company ABC
  23. Publish Your Page Company ABC
  24. Become a “Fan” Company ABC
  25. 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
  26. Tip #1: Create an Engaging Page • Events • Videos • Discussions iscussions • Photos • Blog Articles Blog Articles
  27. Tip #2: Leverage the Viral Nature of p g Facebook – News Feed • News Feed shows News Feed shows  updates on your and  your friends’ activity • First thing you see when  you log in • Your updates show on Your updates show on  your profile “Wall” • Allow users to engage  with you – each activity  is shared with their  network
  28. Tip #3: Draw on Your Network • Email your opt‐in mailing list • Include link in your email signature • Blog about your Facebook Page Blog about your Facebook Page • P t li k b d Post a link or badge on your website or blog b it bl
  29. Tip #4: Optimize for Search • Facebook Search • Public Search • Based on # Fans • Check your settings
  30. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ // / / Note: You must be logged in to create an ad
  31. What Do You Want to Advertise? • Advertise a website or something on Facebook  (Page, Group, or Event you manage) (Page Group or Event you manage)
  32. Create Your Ad
  33. Target Your Audience • Target by Location, Gender, Age, Keywords, etc. Count updates automatically
  34. Set Your Budget • Choose Pay Per Click or Pay Per View • Cli k Th Click Through Rate on Facebook is LOW! Go PPC hR t F b k i LOW! G PPC
  35. 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
  36. Friends, Fans, Activity
  37. Facebook Ad CTR, Traffic, Cost
  38. Organic Traffic & Ad Traffic
  39. Traffic, Leads, Customers 350 30 300 25 2 250 20 200 Traffic 15 150 Leads Customers C 10 100 50 5 0 0 January February March
  40. Thank You! Learn more about HubSpot:  http://www.hubspot.com/demo p // p / Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  41. HubSpot Inbound Marketing System
  42. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  43. Getting Found: On-Page SEO Keyword Grader • Determine what keywords to optimize  your pages around based on  relevance, search volume, and how  difficult it will be to rank on the first  page of Google page of Google • Identify critical long tail words (high  conversion rates, low competition) • Monitor your rank against competitors  for each keyword/phrase • Determine the specific page on your  site that is ranking for each  keyword(phrase) and how to make  further improvements
  44. Getting Found: Off-Page SEO Link Grader • Identify opportunities to  generate more return from your  existing links • Monitor your live inbound links  and which inbound links are  producing the most value for you • Aggregate your competitors  inbound links to discover new  link building opportunities that  you have not taken advantage of h tt k d t f
  45. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  46. Getting Found: Blogosphere Blogging • Enable easy, natural process to  consistently update content on your  site, achieve more frequent search  engine crawls, and improve  authority h • Develop an audience of email and  RSS subscribers • Attract more inbound links (“link Attract more inbound links ( link  bait”) • Write keyword rich content to  attract more high conversion rate  traffic
  47. Track Your Competitors
  48. Lead Intelligence • Track the full path of all of your  leads through your web site • Automatically develop more  intelligence around each lead  intelligence around each lead (number of visits, time on site,  pages visited, comments written  on blog, documents downloaded,  information submitted via web  i f i b i d i b forms created) • Increase close rate through  improved lead quality improved lead quality
  49. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot  software allow you to understand  the effects of all your marketing  activities so you can optimize your  efforts and allocate your time and  money towards the programs that  generate the most leads and sales  generate the most leads and sales for your business
  50. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet  marketing efforts and delivers  highlights and actionable insights  based on your data b d d
  51. HubSpot Methodology and Consulting • Our Internet Marketing Consultants  are experienced in all aspects of online  marketing and specifically trained on  p p HubSpot's products and  methodologies • Consulting sessions focus on these  topics based on the specific needs of  topics based on the specific needs of the client
  52. HubSpot Training Materials and Resources
  53. Thank You! Learn more about HubSpot:  http://www.hubspot.com/demo p // p / Become a Fan: http://facebook.hubspot.com Join Marketers: http://facebook.promarketers.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  54. Additional Blog Articles • http://blog.hubspot.com/blog/tabid/6307/bid/27 78/Now‐Any‐Business‐Can‐Tap‐53‐Million‐ Facebook‐Users‐For‐Free.aspx • http //blo h bspot com/blo /tabid/6307/bid/43 http://blog.hubspot.com/blog/tabid/6307/bid/43 85/How‐to‐Use‐Facebook‐to‐Get‐a‐99‐Discount‐ on‐Traditional‐B‐to‐B‐Advertising.aspx on Traditional B to B Advertising aspx • http://blog.hubspot.com/blog/tabid/6307/bid/42 48/Social‐Networks‐Business‐or‐Pleasure.aspx /
Technology Business

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How to Become a Thought Leader in Your Niche
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Visual Design with Data
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Designing Teams for Emerging Challenges
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