How to Use Facebook for Business - Presented by Ellie Mirman at Geek Girl Camp Boston This presentation covers all the basics you need to use Facebook to market your business, including: why businesses need to be on Facebook, how to set up a Business Page, how to promote your Page and how to measure your marketing efforts.

1. Download these slides:
SlideShare.net/HubSpot
How to Use Facebook for Business
Ellie Mirman
Inbound Marketing Manager
HubSpot
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. Outbound Marketing
800-555-1234
Annoying
Salesperson

4. Inbound Marketing
Blog
g SEO Social Media

5. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts
Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Public Relations
Interruption Permission

6. What is Facebook?

7. Why You Should Care
Over 175 million active users
•
600,000 new users every day
600 000 new users every day
•
5th most trafficked website
•
Top Social Search Engine
Top Social Search Engine
•
More than half are outside of
•
college & fastest growing
college & fastest growing
demographic is those 30 years
or older

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

9. Cocktail Party Advice
Meet people and start conversations
Be helpful, answer questions – add value to the
B hlfl ti dd l t th
community
Ask questions, trust others’ advice

10. 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

11. How to Get Started

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

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

14. Privacy

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

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

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

19. Build Your Business Page

20. Publish Your Page

21. Become a “Fan”

22. 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

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

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

25. Tip #3: Draw on Your Network

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

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

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

29. Create Your Ad

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

31. Set Your Budget
• Choose Pay Per Click or Pay Per View
• Cli k Th
Click Through Rate on Facebook is LOW! Go PPC
hR t F b k i LOW! G PPC

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. Friends, Fans, Activity

34. Facebook Ad CTR, Traffic, Cost

35. Organic Traffic & Ad Traffic

36. Traffic, Leads, Customers
350 30
300 25
2
250
20
200
Traffic
15
Leads
150
Customers
C
10
100
5
50
0 0
January February March

37. Thank You!
Become a Fan:
http://facebook.hubspot.com
http://facebook hubspot com
Join Marketers:
http://facebook.promarketers.com
htt //f b k kt
Grade Your Profile:
http://facebook.grader.com
h //f b k d
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

38. Additional Blog Articles
• http://blog.hubspot.com/blog/tabid/6307/bid/2778/Now‐Any‐
Business‐Can‐Tap‐53‐Million‐Facebook‐Users‐For‐Free.aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/4608/Top‐4‐New‐
Facebook‐Page‐Features‐Businesses‐Will‐Love.aspx
F b kP Ft Bi Will L
• http://blog hubspot com/blog/tabid/6307/bid/4385/How‐to‐Use‐
http://blog.hubspot.com/blog/tabid/6307/bid/4385/How to Use
Facebook‐to‐Get‐a‐99‐Discount‐on‐Traditional‐B‐to‐B‐
Advertising.aspx
• http://blog.hubspot.com/blog/tabid/6307/bid/4248/Social‐
Networks Business or Pleasure.aspx
Networks‐Business‐or‐Pleasure aspx