the power of like and other social sharing tools
TRANSCRIPT
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
• A link to the slides and a recording will
be sent after the webinar
• If you’d like to ask a question during the
webinar, you can type it in the box on
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• Use the hashtag #fgwebinar to tweet
about this webinar
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
Debra Askanase
Community
Engagement Manager
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: [email protected]
Twitter: @askdebra, @firstgiving
Telephone: (617) 963-5120
Interested in working with FirstGiving?
Andrew Urban
Email: [email protected]
Twitter: @NPBuyer
Telephone: (512) 751-2241