This is the second session of Facebook and HubSpot's workshop "Four Steps to Achieving Business Success with Facebook:" http://www.hubspot.com/four-steps-to-achieving-business-success-with-facebook

1. 79%
U.S. adults use
of online
social media.
Source: Netpop Research, http://bit.ly/I9XDzE

2. 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

3. 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

4. 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

5. 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

6. The median
of U.S. social media users is
age
41 .
Source: Netpop Research, http://bit.ly/I9XDzE

7. Spending on Facebook ads
increased by
in 2011.
93%
Source: Adobe Digital Index, http://bit.ly/I5sT85

8. WELCOME!
#FB4BIZ
CHRIS LUO MIKE VOLPE
Head of Global SMB Marketing,
Chief Marketing Officer,
Facebook
HubSpot

9. Facebook’s
to Business
1 2 SUCCESS
3 4 WORKSHOP
steps

10. Facebook’s
Everything on
Facebook Starts Connect to New Fans
with Your Page 1 2 with Facebook Ads
3 4 Influence the
Engage Friends of
Your Fans
with Quality
Content
steps Your Fans

11. Facebook’s
Everything on
Facebook Starts
with Your Page 1 2
WATCH ON-DEMAND
HUBSPOT.COM/FB4BIZ
3 4
steps

12. YOUR
PAGE
THE
WORLD

13. 9 TIPS FOR A SUCCESSFUL BUSINESS PAGE
SET COVER POST DAILY REARRANGE
& PROFILE PHOTOS VIEWS & APPS
1 4 7
ADD MILESTONES MANAGE WITH HIGHLIGHT
ADMIN PANEL UPDATES
2 5 8
PIN STORIES RESPOND TO CLAIM
MESSAGES VANITY URL
3 6 9

14. LEARN THE BASICS &
SEE GREAT EXAMPLES
www.facebook.com/about/pages

15. Facebook’s
Connect to New Fans
1 2 with Facebook Ads
3 4
steps

16. ADS PAGES
ACQUIRE FANS
INTERACT WITH FANS

20. 1 3 5 7 9 to Accelerate
Fan Growth with
2 4 6 8 10 Facebook Ads
TIPS
#FB4BIZ

21. 1
IDENTIFY YOUR
AUDIENCE
#FB4BIZ

24. 2
UNDERSTAND YOUR
TARGET OPTIONS
#FB4BIZ

25. TARGET BY
province
state
Zip code
GEO TARGETING
city
country

26. TARGET BY job age
title
workplace
gender
birthday
DEMOGRAPHIC
TARGETING status language
education

27. TARGET BY
movies
TV politics
shows
books
LIKES & INTEREST religion
TARGETING hobbies
music

29. 3
USE GOOD IMAGES
#FB4BIZ

31. INCLUDE A STRONG
CALL-TO-ACTION
4
#FB4BIZ

32. BODY TEXT IS
SHORT AND
CLEAR
CLEAR
CALL-TO-
ACTION
INCLUDES PRICE
SOCIAL PROMOTION &
CONTEXT DRIVES SENSE OF URGENCY
HIGHER CTR

33. SET OBJECTIVE &
BUDGET
5
#FB4BIZ

34. What Is Your Objective?
“I want to get new likes.” “I want to get clicks on my ad.”
LIKES CLICKS

35. Bidding Based on Objective
No need Need to place
to bid a CPC bid
Objective
LIKES CLICKS

36. Bidding Based on Objective
Objective
LIKES CLICKS

37. 6
SET UP MULTIPLE
CAMPAIGNS/ADS
#FB4BIZ

38. Target: 25-34, Target: 35-44, Target: 45-54,
Marketing Interest Marketing Interest Marketing Interest

39. 7
LAUNCH & FIND
OUT WHICH ONES
ARE WORKING
#FB4BIZ

42. Winning Creative by Segment:
Target: 25-34, Target: 35-44, Target: 45-54,
Marketing Interest Marketing Interest Marketing Interest

43. 8
REPORTING &
OPTIMIZATION
#FB4BIZ

45. Advanced Report Types
ADVERTISING PERFORMANCE RESPONDER DEMOGRAPHICS

46. Exporting Reports
1 Click Export Report
Click OK 3 Open for use in Excel
2

47. Optimize Bids with Reports
EXPLORE CTR OF DIFFERENT SUBSETS

48. 9
REFRESH
YOUR ADS
#FB4BIZ

51. 10
ALWAYS ON-
STRATEGY
#FB4BIZ

52. ADS BUSINESS PAGE
RESULTS IN Q1:
57% increase in traffic to
HubSpot.com from Facebook
47% increase in leads
from Facebook

53. THANK
YOU!
CHRIS LUO
Head of Global SMB Marketing
Facebook
MIKE VOLPE
CMO, HubSpot
#FB4BIZ

54. Search Engine
Optimization
Blogging &
Social Media
Lead Generation
All-in-One Lead
Marketing Software Management
Email &
Automation
Marketing
Analytics

55. 3 2000 7 50+ 6 15 0
inbound inspiring small reasons
days learning breakout group not to
marketing sessions keynotes
professionals tracks workshops GO!
REGISTER TODAY!
http://inbound2012.eventbrite.com/
www.InboundConference.com