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Brands get a

46%
increase in user
engagement with
FACEBOOK TIMELINE.
Source: Simply Measured, http://bit.ly/HnjLFr
Brands get a

65%
increase in INTERACTIVE
CONTENT engagement (video &
photo) with Facebook Timeline.
Source: Simply Measured, http://bit.ly/HnjVwz
35%
of consumer comments on
company Facebook Pages
are COMPLIMENTS.

Source: AT Kearney, http://bit.ly/Hnk1Ex
8%
of consumer comments on
company Facebook pages
are COMPLAINTS.

Source: AT Kearney, http://bit.ly/GXMNBe
17%
of company responses to
consumer comments on
Facebook call the consumer
by NAME.
Source: AT Kearney, http://bit.ly/HnkczO
A LAPTOP or DESKTOP
computer is the primary device
used for Facebook for
82%
of U.S. adults.

Source: 10 Facts about How and Why Consumers Like and Subscribe,
http://www.factbrowser.com/facts/6413/
70%
of Facebook news
consumers follow links
posted by FRIENDS or
FAMILY.
Source: Pew Research Center, http://bit.ly/GXNASY
The median ratio
of Facebook
VIEWS : SHARES is
9:1.
Source: BuzzFeed, http://bit.ly/HnlUkL
WELCOME!
#FB4BIZ


   CHRIS LUO                       JEANNE HOPKINS
   Head of Global SMB Marketing,
                                   VP of Marketing,
   Facebook
                                   HubSpot
HOUSEKEEPING NOTES
                                    USE HASHTAG

1   INTERACT WITH US IN REAL TIME   #FB4BIZ
HOUSEKEEPING NOTES
                                    USE HASHTAG

1   INTERACT WITH US IN REAL TIME   #FB4BIZ


2   FOLLOW US FOR ONGOING UPDATES          Like


    www.Facebook.com/Marketing
    www.Facebook.com/HubSpot
HOUSEKEEPING NOTES
                                    USE HASHTAG

1   INTERACT WITH US IN REAL TIME   #FB4BIZ


2   FOLLOW US FOR ONGOING UPDATES          Like




3   GET THE SLIDES & RECORDING TOMORROW
Facebook’s
             to Business
 1    2      SUCCESS
 3    4      WORKSHOP
steps
WORKSHOP METHODOLOGY

          Everything on
1   2     Facebook Starts
          with Your Page
3   4
          TODAY’S
          WEBINAR
WORKSHOP METHODOLOGY

          Connect with
          New Fans with
1   2     Facebook Ads
3   4     APRIL 25
             $50 free ad credit
             for attendees
WORKSHOP METHODOLOGY

          Engage Your
          Fans with
1   2     Quality Content
3   4     MAY 30
WORKSHOP METHODOLOGY

          Influence the
          Friends of
1   2     Your Fans
3   4     JUNE 27
WHY DO THESE
STEPS MATTER?



           #FB4BIZ
BUILDING

CONNECTIONS
FOR YOUR BUSINESS



                    #FB4BIZ
Not just   Not just
CLICKS.    REACH.
It’s about creating a

RELATIONSHIP
          Chris Luo likes HubSpot.
TODAY
and every day   &
                    #FB4BIZ
Today, and every day…

  2B


      POSTS ARE LIKED
      COMMENTED ON      &
                            #FB4BIZ
Today, and every day…

   500M



          USERS
          LOG IN
                        #FB4BIZ
Today, and every day…

   250M



          PHOTOS ARE
          UPLOADED
                        #FB4BIZ
IMAGE CREDIT: SAMANTHA DECKER




                                Facebook
                                Pages


                                MISSION
                                CONTROL
                                for your
                                business
You are given an empty canvas:




                              Business Name
                               X Likes – Y Talking About This


 Category
 Two concise sentences about your business should be
 enough for users to know more about you
Get creative!




                #FB4BIZ
1   2   3   to build a
            SUCCESSFUL
4   5   6
            business page
7   8   9

TIPS
                    #FB4BIZ
1
SET YOUR COVER &
PROFILE PHOTOS



                       #FB4BIZ
PROFILE PICTURE                COVER PHOTO
Use a logo that people         Use a photo that captures the
associate with your business   essence of your brand and
                               showcase your product or service
2

ADD MILESTONES
TO DEFINE KEY
MOMENTS

                     #FB4BIZ
MILESTONES
3
PIN IMPORTANT
STORIES TO THE
TOP OF YOUR PAGE


                   #FB4BIZ
PIN STORIES
Hover around an update, click
the pencil icon and pin it to
the top of your News Feed.
POST DAILY TO
YOUR PAGE

                4
                    #FB4BIZ
POST DAILY
Regular updates engage your fans
MANAGE PAGE
THROUGH THE
ADMIN PANEL   5

                  #FB4BIZ
MANAGE
6
RESPOND TO
PERSONAL
MESSAGES


                 #FB4BIZ
RECEIVE & SEND
PRIVATE MESSAGES
7
REARRANGE
VIEWS & APPS



                   #FB4BIZ
VIEWS & APPS
Your photos, events, and
custom apps are now easier
for people to find
8
HIGHLIGHT
UPDATES



                #FB4BIZ
STAR UPDATES
Hover around updates
and click the star icon
to highlight stories
9

CLAIM YOUR
VANITY URL



                 #FB4BIZ
USERNAME
If you haven’t set your vanity URL, go to
www.Facebook.com/username
NEXT SESSIONS:


2   Connect with New Fans with Facebook Ads   APRIL 25



3   Engage Your Fans with Quality Content     MAY 30



4   Influence the Friends of Your Fans        JUNE 27



                                              #FB4BIZ
THANK
CHRIS LUO
                                YOU!
Head of Global SMB Marketing
Facebook



JEANNE HOPKINS
VP of Marketing, HubSpot
                                  #FB4BIZ
3          2000            7          50+        6           15
                                                                     small
                                                                                 0
                                                                                 reasons
                                              breakout   inspiring
         days      inbound         learning   sessions   keynotes    group       not to
                   marketing       tracks                            workshops   GO!
                   professionals




                                        REGISTER TODAY!
                                   www.InboundConference.com

www.InboundConference.com
Facebook & HubSpot Webinar 1: Everything Starts with Your Facebook Page

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Facebook & HubSpot Webinar 1: Everything Starts with Your Facebook Page

Hinweis der Redaktion

  1. BEFORE WEBINAR STARTS
  2. BEFORE WEBINAR STARTS
  3. BEFORE WEBINAR STARTS
  4. BEFORE WEBINAR STARTS
  5. BEFORE WEBINAR STARTS
  6. BEFORE WEBINAR STARTS
  7. BEFORE WEBINAR STARTS
  8. BEFORE WEBINAR STARTS
  9. Jeanne:Chris, I understand that you have developed a 4 step process to help small businesses find success on Facebook. Can you tell us more about what these steps are, and how you developed them?Chris: First of all, thanks for having me here today, Jeanne. I’m excited to be here to share what we are calling “Facebook’s Steps to Small Business Success.” We developed these steps because we realize that Facebook is a new form of marketing that is very different from other types of traditional marketing. It’s new, and people are still figuring out how to best take advantage it. As a result, it requires a new approach. We’ve spent time codifying what we think are the right steps to use our platform well and have validated it with data from actual small business advertisers. We’re starting to share this approach broadly, and we are excited to be able to share this framework over the course of 4 webinars with Hubspot.
  10. Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
  11. Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
  12. Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
  13. On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
  14. On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
  15. On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
  16. On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
  17. Chris:But all of these connections start first with your Facebook Page. With the new redesign, you can express your business’s identity in ways that you never could. We really tried to build a place that’s like your store front on the web. The cover photo expresses your identity and brand, and the content on the timeline reflects what’s happening with your business on a daily basis. It’s not static like a web-site. Instead it changes on regular basis as new things happen with your business. This is the way you can reach your connections and engage your customers, prospects, and their friends in a conversation.
  18. Jeanne: can I put any cover photo? Is there any guidelines? Do we have less tabs than before?
  19. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  20. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  21. Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
  22. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  23. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  24. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  25. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  26. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  27. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  28. Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
  29. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  30. Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
  31. Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
  32. Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?