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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