Download - The State of Facebook
The State of FacebookHow Businesses Are Using the World’s Biggest Social Network
Jeanne Hopkins & Rick Burnes
HubSpot Marketing Managers
Twitter: @jeannehopkins & @rickburnes
Agenda
I. About HubSpot
II. Why Facebook Is Important
• New data
III. How Businesses Use Facebook
• Case Studies
What’s HubSpot?
• Founded in July 2006; grew out of research at MIT
• Sells inbound marketing software
• 2,000+ customers; 100+ employees
3
Agenda
I. About HubSpot
II. Why Facebook Is Important
• New data
III. How Businesses Use Facebook
• Case Studies
Is Facebook Just Cotton Candy?
5
Flickr: anitacanita
It’s sweet and sticky …
but does your business get nutritional value?
Facebook’s Roles in Inbound Marketing
Blogging SEO Email Pay-Per-ClickFacebook
Website Visitors
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Leads
Customers
Facebook Momentum
Further Evidence
Social Media Spending
Facebook Grader - Business
Facebook Grader - Business
# of Facebook Fans Distribution
Category Distribution <500 Fans
Top 10 Sub-Categories <500 Fans
Data Conclusion
• Facebook provides small businesses with an
opportunity to position themselves at a low-cost,
with a potentially high return
• Most Facebook pages have less than 500 fans.
A business does not need thousands of fans to A business does not need thousands of fans to
be successful.
• Facebook is a channel for business
communication.
Agenda
I. About HubSpot
II. Why Facebook Is Important
• New data
III. How Businesses Use Facebook
• Case Studies
How Businesses Participate: Pages
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What Makes Great Facebook Pages?*
Product Passion
Content
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Community
Fun
Practical Information
Je Ne Sais Quoi
* In my opinion.
What Are Your Neighbors Up To?
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The best way to learn how to use Facebook for your business?
Study the things that work for other businesses.
Don’t Focus Too Much on Your Industry
The best marketers take off the
blinders and look outside their
world for inspiration.
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“But we’re a B2B company” is a
BAD excuse not to dive into
Facebook.
beketchai on flickr
Tip: Be a Fan of Facebook Marketing
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Case Study #1: MailChimp
• Email Marketing
Software
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Software
• >5,000 fans
MailChimp Uses Notes & Photos
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B2B Tip: Share useful information; have fun.
Case Study #2: All Things Jeep
• Website that
sells Jeep
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sells Jeep
paraphernalia
• >2,300 fans
272 Photos Contributed by Users
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B2B Tip: Engage your Facebook community.
Case Study #3: Nicholas Kristof
• NYT Columnist
• >146,543 fans
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• >146,543 fans
Context Provided for Each Link
B2B Tips: Be
passionate; share
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passionate; share
content, but share it
with a personal voice.
Final Thoughts …
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20th Century Customers
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Highly transactional, anonymous.
21st Century Customers
Relationship
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Relationship
based; they want
to go where
everybody knows
their name.
The Challenge? Too Many Pieces!
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d.j.k. on flickr
HubSpot Puts the Pieces Together
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Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/trial/
Connect with us:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
LinkedIn: www.linkedin.com/in/jeannehopkins
Twitter: www.twitter.com/jeannehopkins
More questions? Post them here: http://inbound.org