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The State of Facebook
How Businesses Are Using the World’s Biggest Social Network




                  Jeanne Hopkins & Rick Burnes
                  HubSpot Marketing Managers
                  Twitter: @jeannehopkins & @rickburnes
Agenda

    I.        About HubSpot
    II.       Why Facebook Is Important
          •     New data
    III.      How Businesses Use Facebook
          •     Case Studies
What’s HubSpot?




    • Founded in July 2006; grew out of research at MIT
    • Sells inbound marketing software
    • 2,000+ customers; 100+ employees
3
Agenda

    I.        About HubSpot
    II.       Why Facebook Is Important
          •     New data
    III.      How Businesses Use Facebook
          •     Case Studies
Is Facebook Just Cotton Candy?




          Flickr: anitacanita


                                     It’s sweet and sticky …
                           but does your business get nutritional value?
5
Facebook’s Roles in Inbound Marketing

      Blogging   SEO       Facebook       Email   Pay-Per-Click




                       Website Visitors




    Facebook
                        Leads




                       Customers
6
Facebook Momentum
Further Evidence
Social Media Spending
Facebook Grader - Business
Facebook Grader - Business
# of Facebook Fans Distribution
Category Distribution <500 Fans
Top 10 Sub-Categories <500 Fans
Data Conclusion

 • Facebook provides small businesses with an
   opportunity to position themselves at a low-cost,
   with a potentially high return
 • Most Facebook pages have less than 500 fans.
   A business does not need thousands of fans to
   be successful.
 • Facebook is a channel for business
   communication.
Agenda

    I.        About HubSpot
    II.       Why Facebook Is Important
          •     New data
    III.      How Businesses Use Facebook
          •     Case Studies
How Businesses Participate: Pages




17
What Makes Great Facebook Pages?*



                                  Product Passion
                                  Content
                                  Community
                                  Fun
                                  Practical Information
                                  Je Ne Sais Quoi




               * In my opinion.
18
What Are Your Neighbors Up To?




     The best way to learn how to use Facebook for your business?
            Study the things that work for other businesses.
19
Don’t Focus Too Much on Your Industry



                           The best marketers take off the
                           blinders and look outside their
                           world for inspiration.

                           “But we’re a B2B company” is a
                           BAD excuse not to dive into
                           Facebook.




     beketchai on flickr

20
Tip: Be a Fan of Facebook Marketing




21
Case Study #1: MailChimp




                            • Email Marketing
                            Software
                            • >5,000 fans




22
MailChimp Uses Notes & Photos




         B2B Tip: Share useful information; have fun.
23
Case Study #2: All Things Jeep




                                  • Website that
                                  sells Jeep
                                  paraphernalia
                                  • >2,300 fans




24
272 Photos Contributed by Users




         B2B Tip: Engage your Facebook community.
25
Case Study #3: Nicholas Kristof




                                   • NYT Columnist
                                   • >146,543 fans




26
Context Provided for Each Link




                           B2B Tips: Be
                           passionate; share
                           content, but share it
                           with a personal voice.




27
Final Thoughts …




28
20th Century Customers




            Highly transactional, anonymous.


29
21st Century Customers




                          Relationship
                          based; they want
                          to go where
                          everybody knows
                          their name.




30
The Challenge? Too Many Pieces!




                               d.j.k. on flickr
31
HubSpot Puts the Pieces Together




32
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/

Connect with us:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes

LinkedIn: www.linkedin.com/in/jeannehopkins
Twitter: www.twitter.com/jeannehopkins

More questions? Post them here: http://inbound.org

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The State of Facebook

  • 1. The State of Facebook How Businesses Are Using the World’s Biggest Social Network Jeanne Hopkins & Rick Burnes HubSpot Marketing Managers Twitter: @jeannehopkins & @rickburnes
  • 2. Agenda I. About HubSpot II. Why Facebook Is Important • New data III. How Businesses Use Facebook • Case Studies
  • 3. What’s HubSpot? • Founded in July 2006; grew out of research at MIT • Sells inbound marketing software • 2,000+ customers; 100+ employees 3
  • 4. Agenda I. About HubSpot II. Why Facebook Is Important • New data III. How Businesses Use Facebook • Case Studies
  • 5. Is Facebook Just Cotton Candy? Flickr: anitacanita It’s sweet and sticky … but does your business get nutritional value? 5
  • 6. Facebook’s Roles in Inbound Marketing Blogging SEO Facebook Email Pay-Per-Click Website Visitors Facebook Leads Customers 6
  • 10. Facebook Grader - Business
  • 11. Facebook Grader - Business
  • 12. # of Facebook Fans Distribution
  • 15. Data Conclusion • Facebook provides small businesses with an opportunity to position themselves at a low-cost, with a potentially high return • Most Facebook pages have less than 500 fans. A business does not need thousands of fans to be successful. • Facebook is a channel for business communication.
  • 16. Agenda I. About HubSpot II. Why Facebook Is Important • New data III. How Businesses Use Facebook • Case Studies
  • 18. What Makes Great Facebook Pages?* Product Passion Content Community Fun Practical Information Je Ne Sais Quoi * In my opinion. 18
  • 19. What Are Your Neighbors Up To? The best way to learn how to use Facebook for your business? Study the things that work for other businesses. 19
  • 20. Don’t Focus Too Much on Your Industry The best marketers take off the blinders and look outside their world for inspiration. “But we’re a B2B company” is a BAD excuse not to dive into Facebook. beketchai on flickr 20
  • 21. Tip: Be a Fan of Facebook Marketing 21
  • 22. Case Study #1: MailChimp • Email Marketing Software • >5,000 fans 22
  • 23. MailChimp Uses Notes & Photos B2B Tip: Share useful information; have fun. 23
  • 24. Case Study #2: All Things Jeep • Website that sells Jeep paraphernalia • >2,300 fans 24
  • 25. 272 Photos Contributed by Users B2B Tip: Engage your Facebook community. 25
  • 26. Case Study #3: Nicholas Kristof • NYT Columnist • >146,543 fans 26
  • 27. Context Provided for Each Link B2B Tips: Be passionate; share content, but share it with a personal voice. 27
  • 29. 20th Century Customers Highly transactional, anonymous. 29
  • 30. 21st Century Customers Relationship based; they want to go where everybody knows their name. 30
  • 31. The Challenge? Too Many Pieces! d.j.k. on flickr 31
  • 32. HubSpot Puts the Pieces Together 32
  • 33. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/trial/ Connect with us: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes LinkedIn: www.linkedin.com/in/jeannehopkins Twitter: www.twitter.com/jeannehopkins More questions? Post them here: http://inbound.org