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How to Use Facebook for Business
          Ellie Mirman
          Inbound Marketing Manager
          HubSpot

          Twitter: @ellieeille
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
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
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
What is Facebook?
Why You Should Care
    Over 175 million active users
•
    600,000 new users every day
    600 000 new users every day
•
    5th most trafficked website
•
    Top Social Search Engine
    Top Social Search Engine
•
    More than half are outside of 
•
    college & fastest growing 
    college & fastest growing
    demographic is those 30 years 
    or older
Social Media = Cocktail Party
• Social media is similar to a cocktail reception
• With t
  Without constraints of time or space
               t i t f ti
• More public – easier for other people to listen in




 Flickr: TECHcocktail
Cocktail Party Advice
Meet people and start conversations
Be helpful, answer questions – add value to the 
B hlfl                  ti       dd l t th
community
Ask questions, trust others’ advice
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
How to Get Started
Personal Profile vs. Business Page




• Set up a Personal Profile first and then create a Business 
  Page that you will administer
    g       y
• Personal Profiles have friends (mutual acceptance) and 
  Business Pages have fans (one‐way opt‐in)
Build Your Personal Profile

                    Photo
                  •
                    Work / edu info
                  •
                    Networks
                  •
                    Interests, 
                  •
                    photos, etc.
                  • Applications
Privacy
Personal Profile – What Not To Do




  Profiles are for people, not companies.
Connect with Friends
           • Friends need to be 
             requested and 
                    td d
             mutually accepted
           • Friend Finder
           • Search – Classmates, 
             Coworkers, Names
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
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
Build Your Business Page
Publish Your Page
Become a “Fan”
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
Tip #1: Create an Engaging Page
                          Events
                      •
                          Videos
                      •
                          Discussions
                           iscussions
                      •
                          Photos
                      •
                          Blog Articles
                          Blog Articles
                      •
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
Tip #3: Draw on Your Network
Tip #4: Optimize for Search
• Facebook Search     • Public Search
  • Based on # Fans     • Check your settings
Tip #5: Advertise on Facebook




 http://www.facebook.com/advertising/
       //                   /           /
Note: You must be logged in to create an ad
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)
Create Your Ad
Target Your Audience
• Target by Location, Gender, Age, Keywords, etc.




                                 Count updates automatically
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
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
Friends, Fans, Activity
Facebook Ad CTR, Traffic, Cost
Organic Traffic & Ad Traffic
Traffic, Leads, Customers
350                                30

300                                25
                                   2

250
                                   20
200
                                        Traffic
                                   15
                                        Leads
150
                                        Customers
                                        C
                                   10
100

                                   5
50

 0                                 0
      January   February   March
Thank You!
            Become a Fan:
    http://facebook.hubspot.com
    http://facebook hubspot com
           Join Marketers:
 http://facebook.promarketers.com
 htt //f b k             kt
         Grade Your Profile:
     http://facebook.grader.com
     h    //f b k       d

Ellie Mirman
Inbound Marketing Manager
HubSpot

Twitter: @ellieeille
Additional Blog Articles
• http://blog.hubspot.com/blog/tabid/6307/bid/2778/Now‐Any‐
  Business‐Can‐Tap‐53‐Million‐Facebook‐Users‐For‐Free.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/4608/Top‐4‐New‐
  Facebook‐Page‐Features‐Businesses‐Will‐Love.aspx
  F b kP         Ft      Bi          Will L

• http://blog hubspot com/blog/tabid/6307/bid/4385/How‐to‐Use‐
  http://blog.hubspot.com/blog/tabid/6307/bid/4385/How to Use
  Facebook‐to‐Get‐a‐99‐Discount‐on‐Traditional‐B‐to‐B‐
  Advertising.aspx

• http://blog.hubspot.com/blog/tabid/6307/bid/4248/Social‐
  Networks Business or Pleasure.aspx
  Networks‐Business‐or‐Pleasure aspx

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How to Use Facebook for Business - HubSpot at Geek Girl Camp

  • 1. Download these slides: SlideShare.net/HubSpot How to Use Facebook for Business Ellie Mirman Inbound Marketing Manager HubSpot 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. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 4. Inbound Marketing Blog g SEO Social Media
  • 5. 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
  • 7. Why You Should Care Over 175 million active users • 600,000 new users every day 600 000 new users every day • 5th most trafficked website • Top Social Search Engine Top Social Search Engine • More than half are outside of  • college & fastest growing  college & fastest growing demographic is those 30 years  or older
  • 8. Social Media = Cocktail Party • Social media is similar to a cocktail reception • With t Without constraints of time or space t i t f ti • More public – easier for other people to listen in Flickr: TECHcocktail
  • 9. Cocktail Party Advice Meet people and start conversations Be helpful, answer questions – add value to the  B hlfl ti dd l t th community Ask questions, trust others’ advice
  • 10. 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
  • 11. How to Get Started
  • 12. Personal Profile vs. Business Page • Set up a Personal Profile first and then create a Business  Page that you will administer g y • Personal Profiles have friends (mutual acceptance) and  Business Pages have fans (one‐way opt‐in)
  • 13. Build Your Personal Profile Photo • Work / edu info • Networks • Interests,  • photos, etc. • Applications
  • 15. Personal Profile – What Not To Do Profiles are for people, not companies.
  • 16. Connect with Friends • Friends need to be  requested and  td d mutually accepted • Friend Finder • Search – Classmates,  Coworkers, Names
  • 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. 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. 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
  • 23. Tip #1: Create an Engaging Page Events • Videos • Discussions iscussions • Photos • Blog Articles Blog Articles •
  • 24. 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
  • 25. Tip #3: Draw on Your Network
  • 26. Tip #4: Optimize for Search • Facebook Search • Public Search • Based on # Fans • Check your settings
  • 27. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ // / / Note: You must be logged in to create an ad
  • 28. 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)
  • 30. Target Your Audience • Target by Location, Gender, Age, Keywords, etc. Count updates automatically
  • 31. 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
  • 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
  • 34. Facebook Ad CTR, Traffic, Cost
  • 35. Organic Traffic & Ad Traffic
  • 36. Traffic, Leads, Customers 350 30 300 25 2 250 20 200 Traffic 15 Leads 150 Customers C 10 100 5 50 0 0 January February March
  • 37. Thank You! Become a Fan: http://facebook.hubspot.com http://facebook hubspot com Join Marketers: http://facebook.promarketers.com htt //f b k kt Grade Your Profile: http://facebook.grader.com h //f b k d Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  • 38. Additional Blog Articles • http://blog.hubspot.com/blog/tabid/6307/bid/2778/Now‐Any‐ Business‐Can‐Tap‐53‐Million‐Facebook‐Users‐For‐Free.aspx • http://blog.hubspot.com/blog/tabid/6307/bid/4608/Top‐4‐New‐ Facebook‐Page‐Features‐Businesses‐Will‐Love.aspx F b kP Ft Bi Will L • http://blog hubspot com/blog/tabid/6307/bid/4385/How‐to‐Use‐ http://blog.hubspot.com/blog/tabid/6307/bid/4385/How to Use Facebook‐to‐Get‐a‐99‐Discount‐on‐Traditional‐B‐to‐B‐ Advertising.aspx • http://blog.hubspot.com/blog/tabid/6307/bid/4248/Social‐ Networks Business or Pleasure.aspx Networks‐Business‐or‐Pleasure aspx