How!to!Use!Facebook!for!Business
Mike VolpeVP Inbound Marketing
HubSpot
Ellie MirmanInbound Marketing ManagerHubSpot
Twitter: @mvolpe Twitter: @ellieeille
How to Participate on Twitter
Step!One1.!Login!to!your!Twitter!accountg y2.!Comment!and!ask!questions!including!the!hashtag “#hubspot”
How to Participate on Twitter
Step!Two1.!Go!to!http://search.twitter.com2.!Search!for!“#hubspot”
Agenda• What!is!Facebook!&!Why!is!it!Important?Important?
• How!to!Get!Started
• How!to!Create!Your!Business!Page
• 5!Tips!for!Promoting!Your!Business
• What!to!Measure!&!How
Outbound Marketing
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social!Mediag
Rethinking MarketingOutbound!Marketing• Telemarketing
Inbound!Marketing• SEO!/!SEM
• Trade!shows• Direct!mail• Email blasts
• Blogging• Social!Media• RSS• Email!blasts
• Print!ads• TV/radio!ads
• RSS• Free!tools/trials• Public!Relations
Interruption Permission
What is Facebook?
Why You Should Care• Over!120!million!active!users
Addi 250 000 h d i J 07• Adding!250,000!new!users!each!day!since!Jan!07
• 4th most!trafficked!website
• Most!trafficked!social!media!site
• Top!Social!Search!Enginep 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
“I’m 48 I don’t understandI m 48. I don t understandthis Social Media stuff.”
• Similar to a business• Similar!to!a!business!cocktail!reception
• Without!constraints!of time or spaceof!time!or!space
Business Cocktail Party Advice
M t l d t t ti• Meet!people!and!start!conversations
• Answer!questions!– help!others
• Ask!questions!– trust!others’!advice
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
Agenda• What!is!Facebook!&!Why!is!it!Important?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
Business vs. Personal Accounts
• Business!accounts!are!limited!to!managing!your!Business!Page!y gand!Advertising
• Add personality andAdd!personality!and!humanize!your!brand
Build Your Personal Profile
• Photo
• Work!/!edu info
• Networks• 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!t d drequested!and!
mutually!accepted
• Friend!Finder
• Search!– Classmates,!Coworkers,!Names
Agenda• What!is!Facebook!&!Why!is!it!Important?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 PageNote:!You!must!be!logged!in!to!create!a!Page.
Build Your Business PageCompany ABC
Company ABC
Publish Your Page
Company ABC
Become a “Fan”Company ABC
Agenda• What!is!Facebook!&!Why!is!it!Important?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
• Discussionsiscussions
• Photos
• Blog Articles• Blog!Articles
Tip #2: Leverage the Viral Nature of p gFacebook – 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!networknetwork
Tip #3: Draw on Your Network• Email!your!opt"in!mailing!list
• Include!link!in!your!email!signature
• Blog about your Facebook PageBlog!about!your!Facebook!Page
P t li k b d b it bl• Post!a!link!or!badge!on!your!website!or!blog
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 h R t F b k i LOW! G PPC• Click!Through!Rate!on!Facebook!is!LOW!!Go!PPC
Agenda• What!is!Facebook!&!Why!is!it!Important?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
2
30
300
350
20
25
250
300
15150
200Traffic
Leads
C
5
10
50
100Customers
00
50
January February MarchJanuary February March
Thank You!Learn!more!about!HubSpot:!
http://www.hubspot.com/demop // p /Become!a!Fan:
http://facebook.hubspot.comhttp://facebook.hubspot.comJoin!Marketers:
http://facebook.promarketers.comhttp://facebook.promarketers.com
Mike VolpeVP Inbound Marketing
Ellie MirmanInbound Marketing ManagerVP Inbound Marketing
Twitter: @mvolpe
Inbound Marketing Manager
Twitter: @ellieeille
HubSpotInbound Marketing System
Inbound Marketing System
SEOContent
BlogsSEO Management Blogs
SocialLandingMedia
LeadIntelligence
Pages
Intelligence
CRMCRM
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 Googlepage!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
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!
h t t k d t fyou!have!not!taken!advantage!of
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,
k d k d li k )ranked keywords, links)• Automatically recommend
improvements to optimize each f itpage of your site
Getting Found: Blogosphere
Blogging• Enable!easy,!natural!process!to!
consistently!update!content!on!your!site,!achieve!more!frequent!search!engine!crawls,!and!improve!
hauthority• 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!traffictraffic
Track Your Competitors
Lead Intelligence
• Track!the!full!path!of!all!of!your!leads!through!your!web!site
• Automatically!develop!more!intelligence around each leadintelligence!around!each!lead!(number!of!visits,!time!on!site,!pages!visited,!comments!written!on!blog,!documents!downloaded,!i f i b i d i binformation!submitted!via!web!forms!created)
• Increase!close!rate!through!improved lead qualityimproved!lead!quality
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 salesgenerate!the!most!leads!and!sales!for!your!business
Actionable Marketing Insights
HubFeed• HubFeed “watches”!your!Internet!
marketing!efforts!and!delivers!highlights!and!actionable!insights!b d dbased!on!your!data
HubSpot Methodology and Consulting
• Our!Internet!Marketing!Consultants!are!experienced!in!all!aspects!of!online!marketing!and!specifically!trained!on!HubSpot's!products!and!p pmethodologies
• Consulting!sessions!focus!on!these!topics based on the specific needs oftopics!based!on!the!specific!needs!of!the!client
HubSpot Training Materials and Resources
Thank You!Learn!more!about!HubSpot:!
http://www.hubspot.com/demop // p /Become!a!Fan:
http://facebook.hubspot.comhttp://facebook.hubspot.comJoin!Marketers:
http://facebook.promarketers.comhttp://facebook.promarketers.com
Mike VolpeVP Inbound Marketing
Ellie MirmanInbound Marketing ManagerVP Inbound Marketing
Twitter: @mvolpe
Inbound Marketing Manager
Twitter: @ellieeille
Additional Blog Articles• http://blog.hubspot.com/blog/tabid/6307/bid/2778/Now"Any"Business"Can"Tap"53"Million"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/4385/How"to"Use"Facebook"to"Get"a"99"Discount"on Traditional B to B Advertising aspxon"Traditional"B"to"B"Advertising.aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/42/48/Social"Networks"Business"or"Pleasure.aspx
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