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.com

Join 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

HubSpot

Inbound 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.com

Join 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