Ellie Mirman from HubSpot gave a presentation on tactical Facebook marketing at Social Fresh Tampa. Some of the key points included: 1) B2C businesses tend to have more Facebook page likes on average than B2B businesses. 2) Businesses should share a variety of content on Facebook like blog posts, videos, images and questions in order to engage different types of users. 3) It's important to optimize content for Facebook's news feed algorithm (EdgeRank) which only shows 1 in 500 updates by posting regularly, including images, and encouraging user interaction through comments and shares. 4) Measuring what types of content performs best is important for continuing engagement on Facebook.

1. Tactical Facebook
Social Fresh Tampa
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

4. Use

5. Warning
Results vary by
business and industry
But, you don’t need an extraordinary
number of likes to see results

6. B2C is Ahead of B2B
Average Facebook Page Likes
by Business Target Market
700
600
Facebook Likes
500
400
300
200
100
0
B2B B2C

7. Sharing Content on Facebook

8. Why Share Content?
• Social Proof vs.
• Visibility
• Virality
Jane
Joe

9. Who Shares Content?
• You
• Your Fans
• Your Readers

10. What Should I Post?
Questions or announcements Video interviews
Blog posts
(your own & other relevant articles)
&
Landing pages for education-based
offers (webinars, ebooks, etc.)

11. Getting Your Content Seen

12. Why “News Feed Optimization”?
Only 1 in 500 updates make it to the news feed*
*According to Facebook consultants BrandGlue

13. Facebook’s Algorithm: EdgeRank
Source: Teach to Fish Digital Blog

14. 21 Tips to Get Your Content Seen

15. Post a Variety of Content
…to bring in a variety of users
(increase affinity score)

16. Sex Sells and Facebookers Love Facebook

17. Facebook content does well. Really.

18. Respond to Comments
…and request
feedback to
increase
number of
interactions
(increase
weight score)

19. Experiment with Targeting

20. Post Content Regularly
…but not too
frequently to
allow for
interactions
(increase
recency score)

21. Posting Every Other Day is Best

22. Post Outside of Work Hours

23. Optimizing
Types of Content

24. Blog Articles

25. Include an Image
VS.

26. Don’t Miss the Meta Description

27. Encourage Likes & Shares

28. Offers

29. Ask a Question
Question
Offer

30. Encourage Likes & Shares

31. Integrate Landing Page in Facebook

32. Video

33. Post Video Links Directly

34. Include Links in the Description

35. Images

36. For Copyright or Analytics
• Use Flickr with Facebook

37. For More Interactions & Viral Effect
• Post images directly to Facebook

38. Status
Updates

39. Keep it Simple

40. Ask Questions and Respond

41. Measure What Works

42. Encourage User-Generated Content
http://www.facebook.com/gemvara

43. Encourage User-Generated Content
http://www.facebook.com/#!/AllThingsJeep

44. Resources

45. HubSpot’s Facebook Marketing Hub

46. Blogs on Facebook Marketing
• Blog.HubSpot.com
• InsideFacebook.com
• AllFacebook.com

47. Facebook Marketing Page
http://www.facebook.com/#!/marketing

48. Presentation Slides & Resources
HubSpot.com/Social-Fresh-Tampa

49. Tactical Facebook
Social Fresh Tampa
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille