the power of like and other social sharing tools

The Power of Likeand other social sharing tools

March 30, 2011

Debra Askanase, Community Engagement Manager, FirstGiving

Andrew Urban, Head of Sales and Business Development

How this webinar works

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Upcoming webinars

• April 21

The New Ecology of Online Giving and The

Giving Evolution

• May 19

Introduction to Location Based Marketing for

Nonprofits with Estrella Rosenberg

All webinars are 1pm EST/ 10am PST

About the presenters

Andrew Urban

Head of Sales and

Business Development

andrew@firstgiving.com

Debra Askanase

Community

Engagement Manager

debra@firstgiving.com

Who is FirstGiving

Fundraising solutions

Personal Support for your nonprofit, donors, and

fundraisers

Easy, tested, and secure transaction processes for the

donor

Peer-to-Peer

Fundraising Pages

and Event

Registrations

Donor

Analytics and

Market

ResearchOnline Donations

Today’s webinar

Facebook Social PluginsThe Power of Like

News Feed OptimizationSocial Sharing Tools

AddThisSharing Toolbars

Disqus commentingWrap-up

What is the Facebook Open Graph?

http://www.flickr.com/photos/marc_smith/3971813137/

You like things, are friends with others, express interest on Facebook

Facebook knows it when you connect with a site using Facebook

Now the site knows it as well and can personalize the site experience and information shown

Why should I care about social plugins?

Happiness experience

*site users see information about their friends, and share information with Facebook friends without ever leaving your site!

http://www.flickr.com/photos/7961121@N04/4883897002/

Social plugins: The Like button has become the Share button

http://www.firstgiving.com/fundraiser/Zoe/sapling-foundation

*Especially good for Liking separate content on the website

Social plugins: Like Box= social proof

http://www.peta.org/

*Great option for Liking the entire site

Social plugins: Activity Feed

www.firstgiving.com

*Great for sites with regularly refreshed content, site activity

Social plugins – Recommendations Feed

Test it: http://developers.facebook.com/docs/reference/plugins/recommendations/

*Good for sites with regularly refreshed content+site activity+ Facebook fans

Social plugins – Comments Box

*Essentially a low-end comments feature for any website

Comments Box – replies on and off site

Social plugins – Live Stream (events)

*Perfect for streaming live events and encouraging conversation on/off site

Social plugins – Live Stream (events)

Social plugins – Live Stream (events)

Social plugins – Login button

http://www.ujc.org.za/

*Use to gain knowledge about your site users

Social plugins – Login with Facepile

*Use to show social proof to visitors before they decide to use the Login

Desert Island Facebook Plugins

http://www.flickr.com/photos/49503002894@N01/4581466161/

Facebook Like button

Facebook Recommendations or

Facebook Activity Stream

Facebook Login

Clicking the Like button creates a loyalty marker

This creates a new fan page in your Page admin area

…and creates a “hidden” fan page

The Power of Like: EdgeRank (NFO)

…and Likes grow in power depending on NFO score

http://www.liveworld.com/socialvoice/2010/12/08/edgerank-nfo-facebook-marketing-2011/

The Power of Like: EdgeRank NFO weight

Lightweight– Likes have little notice in the news stream

Middleweight- Likes that are “upgraded” to a comment have more weight

Heavyweight- The more interactions with the news stream item (tags, comments, likes, shares) the higher it will show in search and on the user’s Pages

** same principle at work with Facebook updates on your Page

http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

EdgeRank takeaways

1. Ask users to Like your content – offer opportunities

2. Find ways to get users to return – the more often they like, comment, share your content, the higher it will show in their news feeds

3. Always offer fresh content – higher EdgeRank weight

The Return on Like

http://www.revenews.com/barrysilverstein/the-real-power-of-%E2%80%9Clike%E2%80%9D/

“Facebook is becoming the loyalty card of the Internet, just like your key chain.”- Tom Wentworth, VP of marketing for

Ektron

http://www.flickr.com/photos/35409814@N00/2704229574/

ABC.com: 190% increase in traffic

Gawker.com:200% increase in traffic

NHL.com: number of pages/user up 92%time on site up 85%

The Return on Like

http://mashable.com/2010/09/29/facebook-like-stats/

The potential of Like: Personalization

Case Study: JustGiving Nov. 17 – Dec. 4

http://www.flickr.com/photos/33103273@N00/5181212267/

5,986 Liked pages

16,278 people visit JG fundraising pages as a result

6% of all visitors from Liked pages donate!

933 donations

http://blog.justgiving.com/charities/what-value-a-like-on-average-5-apparently/

http://www.flickr.com/photos/36113507@N00/177926979/

Social sharing

Why should you care about social sharing?

1. You get valuable information about your site visitors and users

2. Your content is spread by people who care

3. Unique visitors return as a result of a share

4. The initial share will result in a ROI – but you have to determine the ROI

Social share: AddThis is most popular

AddThis analytics

AddThis analytics

AddThis analytics

AddThis analytics

http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/

Case Study: FirstGiving Nov. 8 – Dec. 5

11,233 shares from FG to Facebook via Gigya55,335 visitors returned as a result of a share

= 5:1 ration share to returning visitor!

Value of a share to Facebook?$10.87

*Value of a site visitor overall? $4.07

3,416 returning visitors made a donation295 people created fundraising pages

Social Toolbars option

Why should you care about toolbars?

1. Highly customizable toolbar

2. Generally lowers bounce rate

3. Increases sharing

4. Especially good for social bookmarking (to StumbleUpon, Delicious, Reddit, Digg)

5. Good analytics = site feedback

http://www.thewadi.com/wibiya-cool-bar/

Toolbars offer stickiness

Some have great analytics: Wibiya

Commenting widget: Disqus (“discuss”)

Includes personal profiles, following others, anti-spam, can create a community

Disqus: turn any website into a blog

Wrap-Up

Use Facebook Plugins Understand the

Power of Like and Facebook Login

Amplify content! Integrate sharing widgets for viral traffic

http://www.flickr.com/photos/sharynmorrow/4684772187/

Upcoming webinars

• April 21

The New Ecology of Online Giving and The

Giving Evolution.

Register now: http://bitly.com/eYW2xc

• May 19

Introduction to Location Based Marketing for

Nonprofits with Estrella Rosenberg

All webinars are 1pm EST/ 10am PST

Connect with us in our social spaces

Facebook: facebook.com/firstgiving

Twitter: twitter.com/firstgiving

FirstGiving Insights blog:

http://insights.firstgiving.com

Online Fundraising blog:

http://blog.firstgiving.com

FirstGiving for Runners blog:

http://runners.firstgiving.com

Thank you!

Connect with Debra

Debra Askanase

Email: debra@firstgiving.com

Twitter: @askdebra, @firstgiving

Telephone: (617) 963-5120

Interested in working with FirstGiving?

Andrew Urban

Email: andrew@firstgiving.com

Twitter: @NPBuyer

Telephone: (512) 751-2241