the power of like and social sharing tools
TRANSCRIPT
The Power of
and other social sharing tools
http://www.flickr.com/photos/afagen/5133070639/sizes/z/in/photostream/
Please say “hello” and offer your ideas and insights after the webinar
Community Engagement Manager, FirstGiving: [email protected] about the intersection of nonprofits, social media, and technology at: Community Organizer 2.0: www.communityorganizer20.comTwitter: @askdebraPresentations: www.slideshare.net/debask
Let’s talk!
Today’s webinar
Facebook Social PluginsThe Power of Like
News Feed Optimization Social 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: Like 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
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
What can you do with the Like button?
1. Track returns to the website as a result of a Like share, and what visitors do when they return *add a cookie, or a marker into the code and track using Google analytics – see case study slide 27.
2. Message fans of your “hidden” fan page. Especially useful when fans like a campaign for calls to action
3. Find out what content site visitors like, and don’t like. Find out what content is “viral” and shared quickly.
4. Develop personalized content for visitors.
5. Decrease bounce rates, increase page stickiness!
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
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
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
After allowing the Facebook Login to connect to my personal profile, I see what my Facebook friends like on the Levi’s website. Levi’s wants me to share this using the share button.
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. It’s up to you to determine what the ROI should be
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 Gigya social sharing tool
55,335 visitors returned as a result of a share= 5:1 ratio of share: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: turns 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/
Debra Askanase, Community Engagement Manager, [email protected]: www.communityorganizer20.comTwitter: @askdebraskype: daskanase