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How to Use Facebook for Business

How to Use Facebook for Business. December 2009. Naylla Kassam Inbound Marketing Advisor Silicon Cloud Twitter: @naylla. 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.

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How to Use Facebook for Business

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  1. How to Use Facebook for Business December 2009 Naylla Kassam Inbound Marketing Advisor Silicon Cloud Twitter: @naylla

  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

  4. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

  5. The Bad News Flickr: pjbeardsley

  6. The Good News

  7. Inbound Marketing

  8. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

  9. Inbound Marketing Process • Process • Publish • Optimize • Promote • Target • Capture • Nurture • Test • Analyze • Repeat • Tools • Content Mgmt • Blogging • Social Media • SEO • Offers / CTAs • Landing Pages • Emails • Lead Intel • Analytics

  10. What is Facebook?

  11. Why You Should Care • Over 350 mill active users • 700,000 new users every day • 3rd most trafficked website • More than half outside college • Fastest growing demographic is those 35 years or older

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

  13. Cocktail Party Advice • Meet people and start conversations • Add value – be helpful, answer questions • Ask questions, trust others’ advice Flickr: TECHcocktail

  14. Business Goals for Using Facebook • Get Found • Connect and Engage • Create a Community • Promote Content

  15. 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

  16. How to Get Started

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

  18. Sign Up at www.facebook.com

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

  20. Join Networks Networks help connect you with people around you.

  21. Connect With Friends • Friends need to be requested and mutually accepted • Friend Finder • Search – Classmates, Coworkers, Names

  22. Share Information Share links, photos, videos, thoughts, etc.

  23. Worried About Privacy?

  24. 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

  25. Create a Business Page http://www.facebook.com/pages/create.php

  26. Build Your Business Page

  27. Publish Your Page

  28. Become a “Fan”

  29. 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

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

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

  32. Tip #3: Draw on Your Network

  33. Tip #3: Draw on Your Network

  34. Tip #4: Optimize for Search • Facebook Search • Based on # Fans

  35. Tip #4: Optimize for Search • Public Search • Check your settings • Choose good URL

  36. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/

  37. Create Your Ad Advertise a website or something on Facebook (Page, Group, Event)

  38. Target Your Audience Target by Location, Gender, Age, Keywords, etc.

  39. Set Your Budget Choose Pay Per Click or Pay Per View (Click through rate on Facebook is LOW! Go PPC)

  40. 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

  41. Reach: Friends, Fans, Members

  42. ROI: Facebook Ad CTR, Traffic, Cost

  43. ROI: Organic Traffic & Ad Traffic

  44. ROI: Traffic, Leads, Customers

  45. Case Studies

  46. Case Study: HubSpot Gather Testimonials

  47. Case Study: Adobe Engage & Educate

  48. Case Study: MailChimp Customer Service

  49. Facebook is One Piece of the Puzzle

  50. You Need Inbound Marketing Software

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