How to Use Facebook for BusinessAugust 2009

Ellie MirmanInbound Marketing ManagerHubSpot

Twitter: @ellieeille@

Agenda

• What is Facebook & Why is it Important?Important?

• How to Get Started• How to Create Your Business Page

5 Tips for Promoting Yo r B siness• 5 Tips for Promoting Your Business• What to Measure & How

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

The Bad News

Flickr: pjbeardsley

The Good News

Inbound Marketing

Blog SEO Social Mediag

Budget vs. Brains

FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee

Inbound Marketing Process

Get FoundGet FoundTools• Content Mgmt

Process• Publish

Get FoundGet Found • Blogging• Social Media• SEO

• Optimize• Promote

ConvertConvert• Offers / CTAs• Landing Pages

• Target• Capture ConvertConvert Landing Pages

• Emails• Lead Intel

Capture• Nurture

MeasureMeasure• Analytics• Test

• AnalyzeRepeat MeasureMeasure• Repeat

What is Facebook?

Why You Should Care

• Over 250 mill active users

• 700,000 new users every day

• 3rd most trafficked website

• More than half outside college

• Fastest growing demographic is those 35 years or olderis those 35 years or older

Social Media = Cocktail Party

• Social media is similar to a cocktail receptionWithout constraints of time or space• Without constraints of time or space

• More public – easier for other people to listen in

Flickr: TECHcocktail

Cocktail Party Advice

Meet people and start conversationsAdd value be helpful answer questionsAdd value – be helpful, answer questionsAsk questions, trust others’ advice

Flickr: TECHcocktail

Business Goals for Using Facebook

• Get Found

• Connect and Engageg g

• Create a CommunityCreate a Community

• Promote ContentPromote Content

Agenda

• What is Facebook & Why is it Important?Important?

• How to Get Started• How to Create Your Business Page

5 Tips for Promoting Yo r B siness• 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 administerg y

• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)g ( y p )

Sign Up at www.facebook.com

Build Your Personal Profile

• PhotoPhoto• Work/edu info• Networks• InterestsInterests,

photos, etc.A li ti• Applications

Join Networks

Networks helpNetworks help connect you with people around youpeople around you.

Connect With Friends

• Friends need to be requested and mutually acceptedy p

• Friend FinderS h• Search –Classmates, Coworkers, Names

Share Information

Share links, photos, videos, thoughts, etc.

Worried About Privacy?

Agenda

• What is Facebook & Why is it Important?Important?

• How to Get Started• How to Create Your Business Page

5 Tips for Promoting Yo r B siness• 5 Tips for Promoting Your Business• What to Measure & How

Create a Business Page

http://www.facebook.com/pages/create.php

Build Your Business Page

Publish Your Page

Become a “Fan”

Agenda

• What is Facebook & Why is it Important?Important?

• How to Get Started• How to Create Your Business Page

5 Tips for Promoting Yo r B siness• 5 Tips for Promoting Your Business• What to Measure & How

Tip #1: Create an Engaging Page

• Events• Videos• DiscussionsDiscussions• Photos

Blog Articles• Blog Articles

Tip #2: Go Viral – Leverage 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 networktheir network

Tip #3: Draw on Your Network

Tip #3: Draw on Your Network

Tip #4: Optimize for Search

• Facebook Search• Based on # Fans

Tip #4: Optimize for Search

• Public Search• Check your settings• Choose good URLg

Tip #5: Advertise on Facebook

http://www.facebook.com/advertising/

Create Your Ad

Advertise a website orAdvertise a website or something on

Facebook (Page,Facebook (Page, Group, Event)

Target Your Audience

Target by Location, Gender AgeGender, Age,

Keywords, etc.

Set Your Budget

Choose Pay Per Click P P Vior Pay Per View

(Click through rate on Facebook is LOW!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 Yo r B siness• 5 Tips for Promoting Your Business• What to Measure & How

Reach: Friends, Fans, Members

Engagement: Activity

ROI: Facebook Ad CTR, Traffic, Cost

ROI: Organic Traffic & Ad Traffic

ROI: Traffic, Leads, Customers

Case StudiesCase Studies

Case Study: HubSpot

Gather Testimonials

Case Study: MailChimp

Customer Service

Case Study: Adobe

Engage & Educate

Facebook is One Piece of the Puzzle

What’s HubSpot?

I b d k ti ft• Inbound marketing software• Over 1,500 customers in 3 years, y• 90+ employees, lots of MIT grads

Proven ROI

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads g p

www.HubSpot.com/ROI

Awards

Buzz

Thank You!Become a Fan:

http://facebook.hubspot.comJoin Marketers:

http://facebook.promarketers.comp pGrade Your Profile:

http://facebook.grader.comp g

Ellie MirmanI b d M k ti MInbound Marketing ManagerHubSpot

Twitter: @ellieeille

Try HubSpot: http://HubSpot.com/Free-Trial

Free Facebook for Business eBook

htt //bl h b t• http://blog.hubspot.com/blog/tabid/6307/bid/4813/Free-eBook-How-to-Use-Facebook-for-Business aspxBusiness.aspx