Facebook & HubSpot Webinar 1: Everything Starts with Your Facebook Page
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This presentation is from the first webinar in HubSpot's 4-session workshop with Facebook. Watch the entire workshop: http://bit.ly/GVGolR
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Facebook & HubSpot Webinar 1: Everything Starts with Your Facebook Page
- 1. Brands get a 46% increase in user engagement with FACEBOOK TIMELINE. Source: Simply Measured, http://bit.ly/HnjLFr
- 2. Brands get a 65% increase in INTERACTIVE CONTENT engagement (video & photo) with Facebook Timeline. Source: Simply Measured, http://bit.ly/HnjVwz
- 3. 35% of consumer comments on company Facebook Pages are COMPLIMENTS. Source: AT Kearney, http://bit.ly/Hnk1Ex
- 4. 8% of consumer comments on company Facebook pages are COMPLAINTS. Source: AT Kearney, http://bit.ly/GXMNBe
- 5. 17% of company responses to consumer comments on Facebook call the consumer by NAME. Source: AT Kearney, http://bit.ly/HnkczO
- 6. A LAPTOP or DESKTOP computer is the primary device used for Facebook for 82% of U.S. adults. Source: 10 Facts about How and Why Consumers Like and Subscribe, http://www.factbrowser.com/facts/6413/
- 7. 70% of Facebook news consumers follow links posted by FRIENDS or FAMILY. Source: Pew Research Center, http://bit.ly/GXNASY
- 8. The median ratio of Facebook VIEWS : SHARES is 9:1. Source: BuzzFeed, http://bit.ly/HnlUkL
- 9. WELCOME! #FB4BIZ CHRIS LUO JEANNE HOPKINS Head of Global SMB Marketing, VP of Marketing, Facebook HubSpot
- 10. HOUSEKEEPING NOTES USE HASHTAG 1 INTERACT WITH US IN REAL TIME #FB4BIZ
- 11. HOUSEKEEPING NOTES USE HASHTAG 1 INTERACT WITH US IN REAL TIME #FB4BIZ 2 FOLLOW US FOR ONGOING UPDATES Like www.Facebook.com/Marketing www.Facebook.com/HubSpot
- 12. HOUSEKEEPING NOTES USE HASHTAG 1 INTERACT WITH US IN REAL TIME #FB4BIZ 2 FOLLOW US FOR ONGOING UPDATES Like 3 GET THE SLIDES & RECORDING TOMORROW
- 13. Facebook’s to Business 1 2 SUCCESS 3 4 WORKSHOP steps
- 14. WORKSHOP METHODOLOGY Everything on 1 2 Facebook Starts with Your Page 3 4 TODAY’S WEBINAR
- 15. WORKSHOP METHODOLOGY Connect with New Fans with 1 2 Facebook Ads 3 4 APRIL 25 $50 free ad credit for attendees
- 16. WORKSHOP METHODOLOGY Engage Your Fans with 1 2 Quality Content 3 4 MAY 30
- 17. WORKSHOP METHODOLOGY Influence the Friends of 1 2 Your Fans 3 4 JUNE 27
- 18. WHY DO THESE STEPS MATTER? #FB4BIZ
- 19. BUILDING CONNECTIONS FOR YOUR BUSINESS #FB4BIZ
- 20. Not just Not just CLICKS. REACH.
- 21. It’s about creating a RELATIONSHIP Chris Luo likes HubSpot.
- 22. TODAY and every day & #FB4BIZ
- 23. Today, and every day… 2B POSTS ARE LIKED COMMENTED ON & #FB4BIZ
- 24. Today, and every day… 500M USERS LOG IN #FB4BIZ
- 25. Today, and every day… 250M PHOTOS ARE UPLOADED #FB4BIZ
- 26. IMAGE CREDIT: SAMANTHA DECKER Facebook Pages MISSION CONTROL for your business
- 27. You are given an empty canvas: Business Name X Likes – Y Talking About This Category Two concise sentences about your business should be enough for users to know more about you
- 28. Get creative! #FB4BIZ
- 29. 1 2 3 to build a SUCCESSFUL 4 5 6 business page 7 8 9 TIPS #FB4BIZ
- 30. 1 SET YOUR COVER & PROFILE PHOTOS #FB4BIZ
- 31. PROFILE PICTURE COVER PHOTO Use a logo that people Use a photo that captures the associate with your business essence of your brand and showcase your product or service
- 32. 2 ADD MILESTONES TO DEFINE KEY MOMENTS #FB4BIZ
- 33. MILESTONES
- 34. 3 PIN IMPORTANT STORIES TO THE TOP OF YOUR PAGE #FB4BIZ
- 35. PIN STORIES Hover around an update, click the pencil icon and pin it to the top of your News Feed.
- 36. POST DAILY TO YOUR PAGE 4 #FB4BIZ
- 37. POST DAILY Regular updates engage your fans
- 38. MANAGE PAGE THROUGH THE ADMIN PANEL 5 #FB4BIZ
- 39. MANAGE
- 40. 6 RESPOND TO PERSONAL MESSAGES #FB4BIZ
- 41. RECEIVE & SEND PRIVATE MESSAGES
- 42. 7 REARRANGE VIEWS & APPS #FB4BIZ
- 43. VIEWS & APPS Your photos, events, and custom apps are now easier for people to find
- 44. 8 HIGHLIGHT UPDATES #FB4BIZ
- 45. STAR UPDATES Hover around updates and click the star icon to highlight stories
- 46. 9 CLAIM YOUR VANITY URL #FB4BIZ
- 47. USERNAME If you haven’t set your vanity URL, go to www.Facebook.com/username
- 48. NEXT SESSIONS: 2 Connect with New Fans with Facebook Ads APRIL 25 3 Engage Your Fans with Quality Content MAY 30 4 Influence the Friends of Your Fans JUNE 27 #FB4BIZ
- 49. THANK CHRIS LUO YOU! Head of Global SMB Marketing Facebook JEANNE HOPKINS VP of Marketing, HubSpot #FB4BIZ
- 50. 3 2000 7 50+ 6 15 small 0 reasons breakout inspiring days inbound learning sessions keynotes group not to marketing tracks workshops GO! professionals REGISTER TODAY! www.InboundConference.com www.InboundConference.com
Editor's Notes
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- Jeanne:Chris, I understand that you have developed a 4 step process to help small businesses find success on Facebook. Can you tell us more about what these steps are, and how you developed them?Chris: First of all, thanks for having me here today, Jeanne. I’m excited to be here to share what we are calling “Facebook’s Steps to Small Business Success.” We developed these steps because we realize that Facebook is a new form of marketing that is very different from other types of traditional marketing. It’s new, and people are still figuring out how to best take advantage it. As a result, it requires a new approach. We’ve spent time codifying what we think are the right steps to use our platform well and have validated it with data from actual small business advertisers. We’re starting to share this approach broadly, and we are excited to be able to share this framework over the course of 4 webinars with Hubspot.
- Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
- Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
- Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
- On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
- On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
- On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
- On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
- Chris:But all of these connections start first with your Facebook Page. With the new redesign, you can express your business’s identity in ways that you never could. We really tried to build a place that’s like your store front on the web. The cover photo expresses your identity and brand, and the content on the timeline reflects what’s happening with your business on a daily basis. It’s not static like a web-site. Instead it changes on regular basis as new things happen with your business. This is the way you can reach your connections and engage your customers, prospects, and their friends in a conversation.
- Jeanne: can I put any cover photo? Is there any guidelines? Do we have less tabs than before?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
- Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
- Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?