Connect to Fans with Facebook Ads

79% of online

U.S. adults use social media.

Source: Netpop Research, http://bit.ly/I9XDzE

51% of consumers are

more likely to buy a product or

brand after liking them

on Facebook.

Source: Chadwick, Martin, Bailey, http://bit.ly/JlP5ZU

For narrow targeting Facebook reaches its intended audience

90% of the time VS an

online industry standard of

35%.

Source: Nielsen OCR Study, http://bit.ly/nielsenocr

For broad targeting, Facebook reaches its intended audience

95% of the

time VS an online industry

average of 72%.

Source: Nielsen OCR Study, http://bit.ly/nielsenocr

53% of people follow a

business vs. 32% who

follow a celebrity; 100M Page likes happen every day.

Source: Nielsen Social Media Report, http://bit.ly/nielsensocialreport

The median age

of U.S. social media users is

41.

Source: Netpop Research, http://bit.ly/I9XDzE

Spending on Facebook ads

increased by 93% in 2011.

Source: Adobe Digital Index, http://bit.ly/I5sT85

#FB4BIZ

WELCOME!

MIKE VOLPE Chief Marketing Officer, HubSpot

CHRIS LUO Head of Global SMB Marketing, Facebook

Facebook’s

1 2

3 4

steps WORKSHOP

to Business SUCCESS

Facebook’s

1 2

3 4

steps

Connect to New Fans with Facebook Ads

Everything on Facebook Starts with Your Page

Engage Your Fans with Quality Content

Influence the Friends of Your Fans

Facebook’s

1 2

3 4

steps

Everything on Facebook Starts with Your Page

WATCH ON-DEMAND

HUBSPOT.COM/FB4BIZ

Everything starts with your Facebook Page

Pages

YOUR PAGE

THE WORLD

SET COVER

& PROFILE PHOTOS

ADD MILESTONES

PIN STORIES

POST DAILY

MANAGE WITH

ADMIN PANEL

RESPOND TO

MESSAGES

REARRANGE

VIEWS & APPS

HIGHLIGHT

UPDATES

CLAIM

VANITY URL

9 TIPS FOR A SUCCESSFUL BUSINESS PAGE

1

2

3

4

5

6

7

8

9

www.facebook.com/about/pages

LEARN THE BASICS & SEE GREAT EXAMPLES

Facebook’s

1 2

3 4

steps

Connect to New Fans with Facebook Ads

INTERACT WITH FANS

ACQUIRE FANS

ADS PAGES

#FB4BIZ

1

2

7

10

5

6

3

8 4

TIPS

to Accelerate

Fan Growth with

Facebook Ads

9

IDENTIFY YOUR

AUDIENCE

1

#FB4BIZ

UNDERSTAND YOUR

TARGET OPTIONS

2

#FB4BIZ

GEO TARGETING

TARGET BY

country city

province

Zip code

state

DEMOGRAPHIC

TARGETING

TARGET BY

language status

age

birthday

gender workplace

education

job title

LIKES & INTEREST

TARGETING

TARGET BY

music hobbies

movies

books

TV shows

religion

politics

USE GOOD IMAGES

3

#FB4BIZ

INCLUDE A STRONG

CALL-TO-ACTION

4

#FB4BIZ

SOCIAL CONTEXT DRIVES HIGHER CTR

INCLUDES PRICE PROMOTION & SENSE OF URGENCY

CLEAR CALL-TO-ACTION

BODY TEXT IS SHORT AND CLEAR

SET OBJECTIVE &

BUDGET

5

#FB4BIZ

What Is Your Objective?

LIKES CLICKS

“I want to get new likes.” “I want to get clicks on my ad.”

Bidding Based on Objective

LIKES CLICKS

Need to place

a CPC bid

No need

to bid

Objective

Bidding Based on Objective

LIKES CLICKS Objective

SET UP MULTIPLE

CAMPAIGNS/ADS

6

#FB4BIZ

Target: 25-34,

Marketing Interest

Target: 35-44,

Marketing Interest

Target: 45-54,

Marketing Interest

LAUNCH & FIND

OUT WHICH ONES

ARE WORKING

7

#FB4BIZ

Target: 25-34,

Marketing Interest Target: 35-44,

Marketing Interest

Target: 45-54,

Marketing Interest

Winning Creative by Segment:

REPORTING &

OPTIMIZATION

8

#FB4BIZ

Advanced Report Types

ADVERTISING PERFORMANCE RESPONDER DEMOGRAPHICS

Exporting Reports

1 Click Export Report

Click OK Open for use in Excel 2 3

Optimize Bids with Reports

EXPLORE CTR OF DIFFERENT SUBSETS

REFRESH

YOUR ADS

9

#FB4BIZ

ALWAYS ON-

STRATEGY

10

#FB4BIZ

57% increase in traffic to

HubSpot.com from Facebook

47% increase in leads

from Facebook

RESULTS IN Q1:

ADS BUSINESS PAGE

#FB4BIZ

THANK YOU!

MIKE VOLPE CMO, HubSpot

CHRIS LUO Head of Global SMB Marketing Facebook

All-in-OneMarketing Software

Search Engine

Optimization

Blogging &

Social Media

Lead Generation

Email &

Automation

Marketing

Analytics

Lead

Management

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