facebook for business_hub_spot_nov2008
TRANSCRIPT
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How to Use Facebook for Business
Mike VolpeVP Inbound Marketing
HubSpot
Ellie MirmanInbound Marketing ManagerHubSpot
Twitter: @mvolpe Twitter: @ellieeille
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How to Participate on Twitter
Step One1. Login to your Twitter accountg y2. Comment and ask questions including the hashtag “#hubspot”
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How to Participate on Twitter
Step Two1. Go to http://search.twitter.com2. Search for “#hubspot”
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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
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Outbound Marketing
800-555-1234AnnoyingSalesperson
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Inbound Marketing
Blog SEO Social Mediag
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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
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What is Facebook?
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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
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“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
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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
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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
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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
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How to Get Started
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Business vs. Personal Accounts
• Business accounts are limited to managing your Business Page y gand Advertising
• Add personality andAdd personality and humanize your brand
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Build Your Personal Profile
• Photo
• Work / edu info
• Networks• Networks
• 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 t d drequested and
mutually accepted
• Friend Finder
• Search – Classmates, Coworkers, Names
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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
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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.
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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 Important?Important?
• 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
• Discussionsiscussions
• Photos
• Blog Articles• Blog Articles
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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
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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
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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 (Page Group or Event you manage)(Page, Group, or Event you manage)
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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
Cli k Th h R t F b k i LOW! G PPC• Click Through Rate on Facebook is LOW! Go PPC
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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
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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
2
30
300
350
20
25
250
300
15150
200Traffic
Leads
C
5
10
50
100Customers
00
50
January February MarchJanuary February March
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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
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HubSpot
Inbound Marketing System
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Inbound Marketing System
SEOContent
BlogsSEO Management Blogs
SocialLandingMedia
LeadIntelligence
Pages
Intelligence
CRMCRM
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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 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
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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
h t t k d t fyou have not taken advantage of
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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,
k d k d li k )ranked keywords, links)• Automatically recommend
improvements to optimize each f itpage of your site
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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
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
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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 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
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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 generate the most leads and salesgenerate the most leads and sales for your business
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Actionable Marketing Insights
HubFeed• HubFeed “watches” your Internet
marketing efforts and delivers highlights and actionable insights b d dbased on your data
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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
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HubSpot Training Materials and Resources
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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
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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