Facebook for Business HubSpot Nov2008

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How!to!Use!Facebook ! for!Business Mike Volpe VP Inbound Marketing HubSpot Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @mvolpe Twitter: @ellieeille

Transcript of Facebook for Business HubSpot Nov2008

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How to Participate on Twitter

Step!One

1.!Lo in!to! our!Twitter!account2.!Comment!and!ask!questions!including!the!hashtag “#hubspot”

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 Agenda

• What!is!Facebook!&!Why!is!it!

• How!to!Get!Started

• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business

• What!to!Measure!&!How

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Outbound Marketing

800-555-1234

Annoying

Salesperson

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Inbound Marketing

Blo SEO Social!Media

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Rethinking Marketing

Outbound!Marketing• Telemarketing

Inbound!Marketing• SEO!/!SEM

• Trade!shows

• Direct!mail

• Blogging

• Social!Media

!

• Print!ads

• TV/radio!ads

• Free!tools/trials

• Public!Relations

Interruption Permission

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 What is Facebook?

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 Why You Should Care

• Over!120!million!active!users

• ng! , !new!users!eac ! ay!s nce! an!

• 4th most!trafficked!website

• Most!trafficked!social!media!site

• To !Social!Search!En ine

• More!than!55,000!networks

! ! ! ! ! ! ! ! !

growing!demographic!is!25!years!or!older

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“ ’ ’.

this Social Media stuff.”

! ! ! !

cocktail!reception

• Without!constraints!

! ! !

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Business Cocktail Party Advice

• ee !peop e!an !s ar !conversa ons

• Answer!questions! – help!others

• Ask!questions! – trust!others’!advice

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Social Media = Cocktail Party

• ! ! ! ! ! !

• !va ue! o! e!commun y• Ask!and!answer!questions

• More!effective!than!live!cocktail!parties

• No!boundaries!of !time!or!space

• Other!people!can!listen!in!easily

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 Agenda

• What!is!Facebook!&!Why!is!it!

• How!to!Get!Started

• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business

• What!to!Measure!&!How

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How to Get Started

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Business vs. Personal Accounts

• Business!accounts!are!

limited!to!managing!

our!Business!Pa e!

and!Advertising

• ! ! !

humanize!your!brand

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Build Your Personal Profile

• Photo

• Work!/!edu info

• Interests,!

photos,!etc.

• Applications

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Privacy

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Personal Profile – What Not To Do

Profiles!are!for!people,!not!companies.

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Connect with Friends

• Friends!need!to!be!

requeste !an !

mutually!accepted

• Friend!Finder• Search! – Classmates,!

Coworkers,!Names

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 Agenda

• What!is!Facebook!&!Why!is!it!

• How!to!Get!Started

• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business

• What!to!Measure!&!How

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Create a Business Page

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

o e:! ou!mus ! e! ogge ! n! o!crea e!a! age.

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Build Your Business PageCompany ABC

Company ABC

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Publish Your Page

Company ABC

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Become a “Fan”

Company ABC

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 Agenda

• What!is!Facebook!&!Why!is!it!

• How!to!Get!Started

• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business

• What!to!Measure!&!How

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 Tip #1: Create an Engaging Page

• Events

• Videos

• Discussions

• Photos

• og! r c es

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 Tip #2: Leverage the Viral Nature of 

Facebook – News Feed• ! ! !

updates!on!your!and!

your!friends’!activity

• First!thing!you!see!when!

you!log!in

! ! ! !

your!profile!“Wall”

• Allow!users!to!engage!

with!you! – each!activity!

is!shared!with!their!

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 Tip #3: Draw on Your Network 

• Email!your!opt"in!mailing!list

• Include!link!in!your!email!signature

• ! ! ! !

• os !a! n !or! a ge!on!your!w e s e!or! og

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 Tip #4: Optimize for Search

• Facebook!Search • Public!Search

• Based!on!#!Fans • Check!your!settings

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 Tip #5: Advertise on Facebook 

http: www.facebook.com advertising

Note:!You!must!be!logged!in!to!create!an!ad

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 What Do You Want to Advertise?

• Advertise!a!website!or!something!on!Facebook!

,! ,! ! ! !

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Create Your Ad

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 Target Your Audience

• Target!by!Location,!Gender,!Age,!Keywords,!etc.

Count!updates!automatically

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Set Your Budget

• Choose!Pay!Per!Click!or!Pay!Per!View

• c ! roug ! a e!on! ace oo ! s! ! o!

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 Agenda

• What!is!Facebook!&!Why!is!it!

• How!to!Get!Started

• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business

• What!to!Measure!&!How

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Friends, Fans, Activity

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Facebook Ad CTR, Traffic, Cost

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Organic Traffic & Ad Traffic

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 Traffic, Leads, Customers

30350

20

25

250

15

150

200 Traffic

Leads

5

10100

ustomers

00

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HubSpot

Inbound Marketing System

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Inbound Marketing System

Content

Management

SocialLandingMedia

Lead

Pages

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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!o ! oog e

• 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

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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!

you! ave!no ! a en!a van age!o

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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,

ranked keywords, links)

• Automatically recommend

improvements to optimize each

page o your s e

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Getting Found: Blogosphere

Blogging• Enable!easy,!natural!process!to!

consistently!update!content!on!your!

site,!achieve!more!frequent!search!

engine!crawls,!and!improve!

authority

• Develop!an!audience!of !email!and!

RSS!subscribers

• “! ! ! !

bait”)

• Write!keyword!rich!content!to!

attract!more!high!conversion!rate!

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 Track Your Competitors

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Lead Intelligence

• Track!the!full!path!of !all!of !your!

leads!through!your!web!site

• Automatically!develop!more!

! ! ! !

(number!of !visits,!time!on!site,!

pages!visited,!comments!written!

on!blog,!documents!downloaded,!

in ormation!su mitte !via!we !

forms!created)

• Increase!close!rate!through!

! !

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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!

! ! ! ! ! !

for!your!business

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 Actionable Marketing Insights

HubFeed

• HubFeed “watches”!your!Internet!

marketing!efforts!and!delivers!

highlights!and!actionable!insights!

based!on!your!data

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HubSpot Training Materials and Resources

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 Additional Blog Articles

• http://blog.hubspot.com/blog/tabid/6307/bid/27" " " " " " "

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• http://blog.hubspot.com/blog/tabid/6307/bid/42

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