Presentation for June 2009 webinar on ClickZ on the basics of using Facebook for business. Get the full ebook at http://blog.hubspot.com/blog/tabid/6307/bid/4813/Free-eBook-How-to-Use-Facebook-for-Business.aspx

1. Download these slides:
SlideShare.net/HubSpot
How to Use Facebook for Business
June 2009
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
HubSpot HubSpot
Twitter: @mvolpe Twitter: @ellieeille

2. Agenda
• What is Facebook & Why is it
Important?
• How to Get Started
• How to Create Your Business Page
• 5 Tips for Promoting Your Business
• What to Measure & How

3. What’s HubSpot?
• Inbound marketing software
• Over 1,200 customers in 2 years
• 85+ employees, lots of MIT grads

4. 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
www.HubSpot.com/ROI

5. Awards

6. Buzz

7. Outbound Marketing

8. Outbound Marketing is Broken
800-555-1234
Annoying
Salesperson

9. Marketing Has Changed
1950 - 2000 2000 - 2050
9

10. Inbound Marketing
Blog SEO Social Media

11. HubSpot Inbound Marketing
Process Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Target Convert • Landing Pages
• Nurture • Email
• Lead Intelligence
• Lead Mgmt
• Analytics

12. What is Facebook?

13. Why You Should Care
• Over 200 mill active users
• 600,000 new users every day
• 3rd most trafficked website
• More than half outside college
• Fastest growing demographic
is those 35 years or older

14. Social Media = Cocktail Party
• Social media is similar to a cocktail reception
• Without constraints of time or space
• More public – easier for other people to listen in
Flickr: TECHcocktail

15. Cocktail Party Advice
 Meet people and start conversations
 Add value – be helpful, answer questions
 Ask questions, trust others’ advice
Flickr: TECHcocktail

16. Business Goals for Using Facebook
• Get Found
• Connect and Engage
• Create a Community
• Promote Content

17. Agenda
• What is Facebook & Why is it
Important?
• How to Get Started
• How to Create Your Business Page
• 5 Tips for Promoting Your Business
• What to Measure & How

18. How to Get Started

19. Personal Profile vs. Business Page
• Set up a Personal Profile first and then create a
Business Page that you will administer
• Personal Profiles have friends (mutual acceptance)
and Business Pages have fans (one-way opt-in)

20. Sign Up
www.facebook.com

21. Build Your Personal Profile
• Photo
• Work/edu info
• Networks
• Interests,
photos, etc.
• Applications

22. Personal Profile – What Not To Do
Profiles are for people, not companies.

23. Join Networks
Networks help
connect you with
people around
you.

24. Connect with Friends
• Friends need to
be requested and
mutually accepted
• Friend Finder
• Search –
Classmates,
Coworkers,
Names

25. Share Information
Share links, photos, videos, thoughts, etc.

26. Privacy

27. Agenda
• What is Facebook & Why is it
Important?
• How to Get Started
• How to Create Your Business Page
• 5 Tips for Promoting Your Business
• What to Measure & How

28. Create a Business Page
http://www.facebook.com/pages/create.php
Note: You must be logged in to create a Page.

29. Build Your Business Page

30. Publish Your Page

31. Become a “Fan”

32. Agenda
• What is Facebook & Why is it
Important?
• How to Get Started
• How to Create Your Business Page
• 5 Tips for Promoting Your Business
• What to Measure & How

33. Tip #1: Create an Engaging Page
• Events
• Videos
• Discussions
• Photos
• Blog Articles

34. Tip #2: Go Viral – Leverage News Feed
• News Feed shows
updates on your and
your friends’ activity
• First thing you see
when you log in
• Your updates show on
your profile “Wall”
• Allow users to engage
with you – each
activity is shared with
their network

35. Tip #3: Draw on Your Network

36. Tip #4: Optimize for Search
• Facebook Search • Public Search
• Based on # Fans • Check your settings

37. Tip #5: Advertise on Facebook
http://www.facebook.com/advertising/
Note: You must be logged in to create an ad

38. What Do You Want to Advertise?
• Advertise a website or something on
Facebook (Page, Group, or Event you
manage)

39. Create Your Ad

40. Target Your Audience
• Target by Location, Gender, Age,
Keywords, etc.
Count updates
automatically

41. Set Your Budget
• Choose Pay Per Click or Pay Per View
• Click Through Rate on Facebook is LOW! Go PPC

42. Agenda
• What is Facebook & Why is it
Important?
• How to Get Started
• How to Create Your Business Page
• 5 Tips for Promoting Your Business
• What to Measure & How

43. Friends, Fans, Activity

44. Facebook Ad CTR, Traffic, Cost

45. Organic Traffic & Ad Traffic

46. Traffic, Leads, Customers
350 30
300 25
250
20
200
Traffic
15
150 Leads
10 Customers
100
50 5
0 0
January February March

47. Thank You!
Become a Fan:
http://facebook.hubspot.com
Join Marketers:
http://facebook.promarketers.com
Grade Your Profile:
http://facebook.grader.com
Mike Volpe Ellie Mirman
VP Inbound Marketing Inbound Marketing Manager
HubSpot HubSpot
Twitter: @mvolpe Twitter: @ellieeille
Try HubSpot: http://HubSpot.com/Free-Trial

48. Free Facebook for Business eBook
• http://blog.hubspot.c
om/blog/tabid/6307/
bid/4813/Free-
eBook-How-to-Use-
Facebook-for-
Business.aspx