THE POWER OF THE PLATFORM: VISUAL STORYTELLING ON SOCIAL NETWORKS 83 which enabled the team to automatically serve unique content, such as 70 regional game schedules, to its Facebook fans around the world. When it comes to marketing through Facebook, it is important to think carefully about the visuals of your page. Marketing software com- pany HubSpot wanted to promote its brand on Facebook as a thought leader in the business-to-business field in an effort to increase engagement with fans and customers and to generate more leads. HubSpot chose to feature a vibrant city landscape as its cover photo, as well as its company logo. The company developed a tab called “Try HubSpot!” in its main page view, allowing people to use HubSpot for free for a 30-day trial or request a demo to see how HubSpot can work for their business. In addition, it ran Facebook ads and used a strong call to action in its ads to encourage people to like its page (https://www.facebook.com/ hubspot). The company tested ads by targeting different age segments, includ- ing 24 to 34, 35 to 44, and 45 to 44, along with likes and interests. Eye-catching images were used to grab people’s attention, such as the word “Attend!” along with information in the ad text about HubSpot’s marketing conferences. To increase engagement, HubSpot posted updates every day about marketing conferences and e-commerce tips as well as links to demos and videos, and it asked questions such as “Is mobile marketing a part of your strategy?” frequently to spark conversation among fans. HubSpot also offered links to live chats with marketing experts from within the company on specific topics, and it ran Sponsored Stories to get the word out about its brand. This mix of techniques, including a strong emphasis on visuals, led to some impressive results: • A sales increase of 71% from Facebook users over the course of the 3-month campaign • An increase in ROI of 15% from Facebook over the course of the campaign