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33% of U.S. online
consumers have made a
purchase based on
recommendations
from Facebook


SOURCE: Friday Corner: 10 Mobile Marketing Stats
500Mmobile monthly
active users worldwide.




SOURCE: newsroom.fb.com, April 2012
Fans and their friends overall
bought 16% more
frequently in store when
exposed to paid media



Source: The Power of the Like II, comScore and Facebook, June 2012
WELCOME!
#FB4BIZ


    CHRIS LUO                       DAN SLAGEN
    Head of Global SMB Marketing,   Head of Paid Marketing,
    Facebook                        HubSpot
Facebook’s
             to Business
1    2       SUCCESS
             WORKSHOP
3    4

steps
Facebook’s
Everything on
                                 Connect to New
Facebook Starts
with Your Page      1    2       Fans with
                                 Facebook Ads

                    3    4          Influence the
Engage Your                         Friends of
Fans with Quality                   Your Fans
Content
                    steps
YOUR
PAGE
       1


           THE
           WORLD
ACQUIRE FANS




                2
                      INTERACT WITH FANS
Connect to New Fans
  with Facebook Ads
ENGAGE

    3
Facebook’s

1    2
             Influence the
3    4       Friends of
             Your Fans


steps
Andy likes HubSpot.




           HubSpot
How to Influence the Friends of Your Facebook Fans
How to Influence the Friends of Your Facebook Fans
How to Influence the Friends of Your Facebook Fans
Connect to Your Customers
Connect to Your Customers’ Friends
People are connecting with their favorite
businesses
These Connections Are Happening on a
MASSIVE Scale




        901M                 3.2B
    people on Facebook      likes and
                         comments on daily
Fans Are More Valuable When They
Impact Their Friends
              Facebook
              901MM users




   Friends of fans
   650K friends




  Fan base
  5K fans
Grow YOUR Business with Facebook




YOUR
Company
1   3   5   to Influence
            the Friends
            of Your Fans
2   4   6

TIPS
                           #FB4BIZ
1

SPONSORED
STORIES VS
FACEBOOK ADS



                   #FB4BIZ
Ad   Sponsored Story
Ad       Sponsored Story




     Other Stories you can Sponsor:

           Post Like             Post Comment

           Check-in              Event

            Apps                 Domain
2

RUN PAGE LIKE
SPONSORED
STORIES



                #FB4BIZ
RUN PAGE LIKE SPONSORED
STORIES
SPONSOR YOUR
CHECK-INS

                  3

               #FB4BIZ
Encourage Your
Customers to check-in
                                                     HubSpot Sponsor Chris Check-in




                        Chris checks-in at HubSpot
DOMAIN LIKE
SPONSORED
STORY
                 4

              #FB4BIZ
What happens                                          What you can do




             www.HubSpot.com                                 Facebook Domain Sponsored Story

                                                                           Great event


                                                                        Free Workshop: Four Steps to Achieving
                                                                        Business Success with Facebook
                                                                        www.hubspot.com




How to admin a custom open graph object: https://developers.facebook.com/docs/opengraphprotocol
5
TRACK THE
PERFORMANCE
OF YOUR
CAMPAIGNS



                  #FB4BIZ
Best Practice
                   A/B test your ads

REVIEW ADS         Watch the Response graph
MANAGER            Monitor your reach (10K+)
REGULARLY
6

UNDERSTAND
THE AD
CREATE FLOW




                  #FB4BIZ
Chose your page   (or app/place/event/domain)
What do you want to promote?
What do you want people to see?
What do you want to promote?
What do you want people to see?
KEEP AN EYE ON YOUR
ESTIMATED REACH
RUN PAGE LIKE SPONSORED
STORIES
Narrow Targeting   Broader Targeting
RUN PAGE LIKE SPONSORED
STORIES
Narrow Targeting   Broader Targeting
THANK
CHRIS LUO
                                YOU!
Head of Global SMB Marketing
Facebook


DAN SLAGEN
Head of Paid Marketing,
HubSpot                          #FB4BIZ
Search Engine
                     Optimization

                     Blogging &
                     Social Media


                     Lead Generation


All-in-One           Lead
Marketing Software
                     Management

                     Email &
                     Automation

                     Marketing
                     Analytics
3         2000 7                      50+ 6                  15          0
                                             breakout   inspiring   small       reasons
        days     inbound          learning   sessions   keynotes    group       not to
                 marketing        tracks                            workshops   GO!
                 professionals




                                      REGISTER TODAY!
                                 www.InboundConference.com


www.InboundConference.com

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How to Influence the Friends of Your Facebook Fans