Facebook & HubSpot Webinar 1: Everything Starts with Your Facebook Page
1. Brands get a
46%
increase in user
engagement with
FACEBOOK TIMELINE.
Source: Simply Measured, http://bit.ly/HnjLFr
2. Brands get a
65%
increase in INTERACTIVE
CONTENT engagement (video &
photo) with Facebook Timeline.
Source: Simply Measured, http://bit.ly/HnjVwz
3. 35%
of consumer comments on
company Facebook Pages
are COMPLIMENTS.
Source: AT Kearney, http://bit.ly/Hnk1Ex
4. 8%
of consumer comments on
company Facebook pages
are COMPLAINTS.
Source: AT Kearney, http://bit.ly/GXMNBe
5. 17%
of company responses to
consumer comments on
Facebook call the consumer
by NAME.
Source: AT Kearney, http://bit.ly/HnkczO
6. A LAPTOP or DESKTOP
computer is the primary device
used for Facebook for
82%
of U.S. adults.
Source: 10 Facts about How and Why Consumers Like and Subscribe,
http://www.factbrowser.com/facts/6413/
7. 70%
of Facebook news
consumers follow links
posted by FRIENDS or
FAMILY.
Source: Pew Research Center, http://bit.ly/GXNASY
8. The median ratio
of Facebook
VIEWS : SHARES is
9:1.
Source: BuzzFeed, http://bit.ly/HnlUkL
9. WELCOME!
#FB4BIZ
CHRIS LUO JEANNE HOPKINS
Head of Global SMB Marketing,
VP of Marketing,
Facebook
HubSpot
11. HOUSEKEEPING NOTES
USE HASHTAG
1 INTERACT WITH US IN REAL TIME #FB4BIZ
2 FOLLOW US FOR ONGOING UPDATES Like
www.Facebook.com/Marketing
www.Facebook.com/HubSpot
12. HOUSEKEEPING NOTES
USE HASHTAG
1 INTERACT WITH US IN REAL TIME #FB4BIZ
2 FOLLOW US FOR ONGOING UPDATES Like
3 GET THE SLIDES & RECORDING TOMORROW
13. Facebook’s
to Business
1 2 SUCCESS
3 4 WORKSHOP
steps
14. WORKSHOP METHODOLOGY
Everything on
1 2 Facebook Starts
with Your Page
3 4
TODAY’S
WEBINAR
15. WORKSHOP METHODOLOGY
Connect with
New Fans with
1 2 Facebook Ads
3 4 APRIL 25
$50 free ad credit
for attendees
27. You are given an empty canvas:
Business Name
X Likes – Y Talking About This
Category
Two concise sentences about your business should be
enough for users to know more about you
31. PROFILE PICTURE COVER PHOTO
Use a logo that people Use a photo that captures the
associate with your business essence of your brand and
showcase your product or service
48. NEXT SESSIONS:
2 Connect with New Fans with Facebook Ads APRIL 25
3 Engage Your Fans with Quality Content MAY 30
4 Influence the Friends of Your Fans JUNE 27
#FB4BIZ
49. THANK
CHRIS LUO
YOU!
Head of Global SMB Marketing
Facebook
JEANNE HOPKINS
VP of Marketing, HubSpot
#FB4BIZ
50. 3 2000 7 50+ 6 15
small
0
reasons
breakout inspiring
days inbound learning sessions keynotes group not to
marketing tracks workshops GO!
professionals
REGISTER TODAY!
www.InboundConference.com
www.InboundConference.com
Notas del editor
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
BEFORE WEBINAR STARTS
Jeanne:Chris, I understand that you have developed a 4 step process to help small businesses find success on Facebook. Can you tell us more about what these steps are, and how you developed them?Chris: First of all, thanks for having me here today, Jeanne. I’m excited to be here to share what we are calling “Facebook’s Steps to Small Business Success.” We developed these steps because we realize that Facebook is a new form of marketing that is very different from other types of traditional marketing. It’s new, and people are still figuring out how to best take advantage it. As a result, it requires a new approach. We’ve spent time codifying what we think are the right steps to use our platform well and have validated it with data from actual small business advertisers. We’re starting to share this approach broadly, and we are excited to be able to share this framework over the course of 4 webinars with Hubspot.
Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
Chris:But the first thing I want to say is that any framework for small and medium business success must actually help SMBs get more sales for their business. That’s what matters most and what any type of marketing solution for SMBs should cover. But how does Facebook help you get sales? What is the key? We think the key is building connections for your business. This is the root of why Facebook is important for your business. We don’t just help you with reach, or getting clicks. We help you build connections for life. These connections when people like your Facebook Page. I’ve put on here one of the connections that I’ve established with a small business that is around the corner from me—the American Grilled Cheese Kitchen. I like their Facebook Page and now keep in touch with that business in ways that I never could before without walking by and directly talking to the owner. They now can build that relationship with me and grow it on Facebook.Jeanne:connection and building connections are concepts that are coming up very often on your material for businesses. Why should SMBs should create these connections? Whats in it for them?
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
On Facebook, these kinds of connections are being built at unprecedented scale. On any given day, 2B posts are liked and commented on, including many posts by small and medium businesses. 500M users are logging in daily, and 250M photos are being uploaded and commented on, including many great pictures from SMBs.
Chris:But all of these connections start first with your Facebook Page. With the new redesign, you can express your business’s identity in ways that you never could. We really tried to build a place that’s like your store front on the web. The cover photo expresses your identity and brand, and the content on the timeline reflects what’s happening with your business on a daily basis. It’s not static like a web-site. Instead it changes on regular basis as new things happen with your business. This is the way you can reach your connections and engage your customers, prospects, and their friends in a conversation.
Jeanne: can I put any cover photo? Is there any guidelines? Do we have less tabs than before?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?
Chris:This is the first thing people will see when they visit your Page. Choose a unique photo (851 x 315pixels) and change it as often as you like. Some examples might include a popular menu item, album artwork, or a picure of people using your product. Be creative and experiment withimages your audience responds well to.* Set milestones to define your key moments over time. Examples of milestones include reaching a certain number of fans, opening a new store, or winning an award. Dimensions for milestone photos are 843 x 403 pixelsAnchor the most important story to the top of your Page for up to seven days.Highlight important stories with the star icon.Hide or delete stories that aren’t as engaging or relevant with the pencil icon.The admin panel appears at the top of all Pages you manage. It offers a quick snapshot of who you should respond to, and gives you access to your Page and post performance. View notifications, Page Insights, and edit your content here. You can also hide and expand the admin panel from view.Respond to people when they message you privatelyJeanne:OK, I have my page, what would be the next things I need to do in order to achieve success on Facebook?
Jeanne:this is great! And we have a lot of real estate to be creative. Now, what would the tips that you have for our audience who are getting started with their pages? What should they do to make sure they are following the best practice?