How!to!Use!Facebook ! for!Business Mike Volpe VP Inbound Marketing HubSpot Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @mvolpe Twitter: @ellieeille
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How to Participate on Twitter
Step!One
1.!Lo in!to! our!Twitter!account2.!Comment!and!ask!questions!including!the!hashtag “#hubspot”
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Agenda
• What!is!Facebook!&!Why!is!it!
• How!to!Get!Started
• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business
• What!to!Measure!&!How
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Outbound Marketing
800-555-1234
Annoying
Salesperson
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Inbound Marketing
Blo SEO Social!Media
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Rethinking Marketing
Outbound!Marketing• Telemarketing
Inbound!Marketing• SEO!/!SEM
• Trade!shows
• Direct!mail
• Blogging
• Social!Media
!
• Print!ads
• TV/radio!ads
• Free!tools/trials
• Public!Relations
Interruption Permission
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What is Facebook?
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Why You Should Care
• Over!120!million!active!users
• ng! , !new!users!eac ! ay!s nce! an!
• 4th most!trafficked!website
• Most!trafficked!social!media!site
• To !Social!Search!En ine
• More!than!55,000!networks
! ! ! ! ! ! ! ! !
growing!demographic!is!25!years!or!older
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“ ’ ’.
this Social Media stuff.”
! ! ! !
cocktail!reception
• Without!constraints!
! ! !
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Business Cocktail Party Advice
• ee !peop e!an !s ar !conversa ons
• Answer!questions! – help!others
• Ask!questions! – trust!others’!advice
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Social Media = Cocktail Party
• ! ! ! ! ! !
• !va ue! o! e!commun y• Ask!and!answer!questions
• More!effective!than!live!cocktail!parties
• No!boundaries!of !time!or!space
• Other!people!can!listen!in!easily
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Agenda
• What!is!Facebook!&!Why!is!it!
• How!to!Get!Started
• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business
• What!to!Measure!&!How
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How to Get Started
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Business vs. Personal Accounts
• Business!accounts!are!
limited!to!managing!
our!Business!Pa e!
and!Advertising
• ! ! !
humanize!your!brand
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Build Your Personal Profile
• Photo
• Work!/!edu info
• Interests,!
photos,!etc.
• Applications
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Privacy
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Personal Profile – What Not To Do
Profiles!are!for!people,!not!companies.
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Connect with Friends
• Friends!need!to!be!
requeste !an !
mutually!accepted
• Friend!Finder• Search! – Classmates,!
Coworkers,!Names
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Agenda
• What!is!Facebook!&!Why!is!it!
• How!to!Get!Started
• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business
• What!to!Measure!&!How
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Create a Business Page
http://www.facebook.com/pages/create.php
o e:! ou!mus ! e! ogge ! n! o!crea e!a! age.
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Build Your Business PageCompany ABC
Company ABC
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Publish Your Page
Company ABC
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Become a “Fan”
Company ABC
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Agenda
• What!is!Facebook!&!Why!is!it!
• How!to!Get!Started
• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business
• What!to!Measure!&!How
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Tip #1: Create an Engaging Page
• Events
• Videos
• Discussions
• Photos
• og! r c es
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Tip #2: Leverage the Viral Nature of
Facebook – News Feed• ! ! !
updates!on!your!and!
your!friends’!activity
• First!thing!you!see!when!
you!log!in
! ! ! !
your!profile!“Wall”
• Allow!users!to!engage!
with!you! – each!activity!
is!shared!with!their!
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Tip #3: Draw on Your Network
• Email!your!opt"in!mailing!list
• Include!link!in!your!email!signature
• ! ! ! !
• os !a! n !or! a ge!on!your!w e s e!or! og
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Tip #4: Optimize for Search
• Facebook!Search • Public!Search
• Based!on!#!Fans • Check!your!settings
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Tip #5: Advertise on Facebook
http: www.facebook.com advertising
Note:!You!must!be!logged!in!to!create!an!ad
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What Do You Want to Advertise?
• Advertise!a!website!or!something!on!Facebook!
,! ,! ! ! !
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Create Your Ad
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Target Your Audience
• Target!by!Location,!Gender,!Age,!Keywords,!etc.
Count!updates!automatically
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Set Your Budget
• Choose!Pay!Per!Click!or!Pay!Per!View
• c ! roug ! a e!on! ace oo ! s! ! o!
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Agenda
• What!is!Facebook!&!Why!is!it!
• How!to!Get!Started
• How!to!Create!Your!Business!Page• 5!Tips!for!Promoting!Your!Business
• What!to!Measure!&!How
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Friends, Fans, Activity
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Facebook Ad CTR, Traffic, Cost
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Organic Traffic & Ad Traffic
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Traffic, Leads, Customers
30350
20
25
250
15
150
200 Traffic
Leads
5
10100
ustomers
00
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HubSpot
Inbound Marketing System
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Inbound Marketing System
Content
Management
SocialLandingMedia
Lead
Pages
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Getting Found: On-Page SEO
Keyword Grader • Determine!what!keywords!to!optimize!
your!pages!around!based!on!
relevance,!search!volume,!and!how!
difficult!it!will!be!to!rank!on!the!first!
page!o ! oog e
• Identify!critical!long!tail!words!(high!
conversion!rates,!low!competition)
• Monitor!your!rank!against!competitors!
for!each!keyword/phrase
• Determine!the!specific!page!on!your!
site!that!is!ranking!for!each!
keyword(phrase)!and!how!to!make!
further!improvements
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Getting Found: Off-Page SEO
Link Grader
• Identify!opportunities!to!
generate!more!return!from!your!
existing!links
• Monitor!
your!
live!
inbound!
links!
and!which!inbound!links!are!
producing!the!most!value!for!you
• Aggregate!your!competitors!
inbound!links!to!discover!new!
link!building!opportunities!that!
you! ave!no ! a en!a van age!o
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Getting Found: SEO for Your Whole Site
Page Grader
• Analyze each page of your site to
see which produce the most
value for you (traffic, leads,
ranked keywords, links)
• Automatically recommend
improvements to optimize each
page o your s e
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Getting Found: Blogosphere
Blogging• Enable!easy,!natural!process!to!
consistently!update!content!on!your!
site,!achieve!more!frequent!search!
engine!crawls,!and!improve!
authority
• Develop!an!audience!of !email!and!
RSS!subscribers
• “! ! ! !
bait”)
• Write!keyword!rich!content!to!
attract!more!high!conversion!rate!
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Track Your Competitors
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Lead Intelligence
• Track!the!full!path!of !all!of !your!
leads!through!your!web!site
• Automatically!develop!more!
! ! ! !
(number!of !visits,!time!on!site,!
pages!visited,!comments!written!
on!blog,!documents!downloaded,!
in ormation!su mitte !via!we !
forms!created)
• Increase!close!rate!through!
! !
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Making Better Marketing Decisions
Analytics
• Integrated!reports!in!HubSpot!
software!allow!you!to!understand!
the!effects!of !all!your!marketing!
activities!so!you!can!optimize!your!
efforts!and!allocate!your!time!and!
money!towards!the!programs!that!
! ! ! ! ! !
for!your!business
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Actionable Marketing Insights
HubFeed
• HubFeed “watches”!your!Internet!
marketing!efforts!and!delivers!
highlights!and!actionable!insights!
based!on!your!data
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HubSpot Training Materials and Resources
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Additional Blog Articles
• http://blog.hubspot.com/blog/tabid/6307/bid/27" " " " " " "
Facebook"Users"For"Free.aspx
• p: og. u spo .com og a85/How"to"Use"Facebook"to"Get"a"99"Discount"
on" ra ona " " o" " ver s ng.aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/42
48 Social"Networks"Business"or"Pleasure.aspx