connect to fans with facebook ads
TRANSCRIPT
79% of online
U.S. adults use social media.
Source: Netpop Research, http://bit.ly/I9XDzE
51% of consumers are
more likely to buy a product or
brand after liking them
on Facebook.
Source: Chadwick, Martin, Bailey, http://bit.ly/JlP5ZU
For narrow targeting Facebook reaches its intended audience
90% of the time VS an
online industry standard of
35%.
Source: Nielsen OCR Study, http://bit.ly/nielsenocr
For broad targeting, Facebook reaches its intended audience
95% of the
time VS an online industry
average of 72%.
Source: Nielsen OCR Study, http://bit.ly/nielsenocr
53% of people follow a
business vs. 32% who
follow a celebrity; 100M Page likes happen every day.
Source: Nielsen Social Media Report, http://bit.ly/nielsensocialreport
The median age
of U.S. social media users is
41.
Source: Netpop Research, http://bit.ly/I9XDzE
Spending on Facebook ads
increased by 93% in 2011.
Source: Adobe Digital Index, http://bit.ly/I5sT85
#FB4BIZ
WELCOME!
MIKE VOLPE Chief Marketing Officer, HubSpot
CHRIS LUO Head of Global SMB Marketing, Facebook
Facebook’s
1 2
3 4
steps WORKSHOP
to Business SUCCESS
Facebook’s
1 2
3 4
steps
Connect to New Fans with Facebook Ads
Everything on Facebook Starts with Your Page
Engage Your Fans with Quality Content
Influence the Friends of Your Fans
Facebook’s
1 2
3 4
steps
Everything on Facebook Starts with Your Page
WATCH ON-DEMAND
HUBSPOT.COM/FB4BIZ
Everything starts with your Facebook Page
Pages
YOUR PAGE
THE WORLD
SET COVER
& PROFILE PHOTOS
ADD MILESTONES
PIN STORIES
POST DAILY
MANAGE WITH
ADMIN PANEL
RESPOND TO
MESSAGES
REARRANGE
VIEWS & APPS
HIGHLIGHT
UPDATES
CLAIM
VANITY URL
9 TIPS FOR A SUCCESSFUL BUSINESS PAGE
1
2
3
4
5
6
7
8
9
www.facebook.com/about/pages
LEARN THE BASICS & SEE GREAT EXAMPLES
Facebook’s
1 2
3 4
steps
Connect to New Fans with Facebook Ads
INTERACT WITH FANS
ACQUIRE FANS
ADS PAGES
#FB4BIZ
1
2
7
10
5
6
3
8 4
TIPS
to Accelerate
Fan Growth with
Facebook Ads
9
IDENTIFY YOUR
AUDIENCE
1
#FB4BIZ
UNDERSTAND YOUR
TARGET OPTIONS
2
#FB4BIZ
GEO TARGETING
TARGET BY
country city
province
Zip code
state
DEMOGRAPHIC
TARGETING
TARGET BY
language status
age
birthday
gender workplace
education
job title
LIKES & INTEREST
TARGETING
TARGET BY
music hobbies
movies
books
TV shows
religion
politics
USE GOOD IMAGES
3
#FB4BIZ
INCLUDE A STRONG
CALL-TO-ACTION
4
#FB4BIZ
SOCIAL CONTEXT DRIVES HIGHER CTR
INCLUDES PRICE PROMOTION & SENSE OF URGENCY
CLEAR CALL-TO-ACTION
BODY TEXT IS SHORT AND CLEAR
SET OBJECTIVE &
BUDGET
5
#FB4BIZ
What Is Your Objective?
LIKES CLICKS
“I want to get new likes.” “I want to get clicks on my ad.”
Bidding Based on Objective
LIKES CLICKS
Need to place
a CPC bid
No need
to bid
Objective
Bidding Based on Objective
LIKES CLICKS Objective
SET UP MULTIPLE
CAMPAIGNS/ADS
6
#FB4BIZ
Target: 25-34,
Marketing Interest
Target: 35-44,
Marketing Interest
Target: 45-54,
Marketing Interest
LAUNCH & FIND
OUT WHICH ONES
ARE WORKING
7
#FB4BIZ
Target: 25-34,
Marketing Interest Target: 35-44,
Marketing Interest
Target: 45-54,
Marketing Interest
Winning Creative by Segment:
REPORTING &
OPTIMIZATION
8
#FB4BIZ
Advanced Report Types
ADVERTISING PERFORMANCE RESPONDER DEMOGRAPHICS
Exporting Reports
1 Click Export Report
Click OK Open for use in Excel 2 3
Optimize Bids with Reports
EXPLORE CTR OF DIFFERENT SUBSETS
REFRESH
YOUR ADS
9
#FB4BIZ
ALWAYS ON-
STRATEGY
10
#FB4BIZ
57% increase in traffic to
HubSpot.com from Facebook
47% increase in leads
from Facebook
RESULTS IN Q1:
ADS BUSINESS PAGE
#FB4BIZ
THANK YOU!
MIKE VOLPE CMO, HubSpot
CHRIS LUO Head of Global SMB Marketing Facebook
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