The Power of Like and Social Sharing Tools

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: debra@firstgiving.com
Blog about the intersection of nonprofits, social media, and technology at:
Community Organizer 2.0: www.communityorganizer20.com
Twitter: @askdebra
Presentations: www.slideshare.net/debask
Let’s talk!

Today’s webinar
Facebook Social Plugins
The Power of Like
News Feed Optimization
Social Sharing Tools
AddThis
Sharing Toolbars
Disquscommenting
Wrap-up

What is the Facebook Open Graph?
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
http://www.flickr.com/photos/marc_smith/3971813137/

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
*Especially good for Liking separate content on the website
http://www.firstgiving.com/fundraiser/Zoe/sapling-foundation

Social plugins: Like Box
= social proof
*Great option for Liking the entire site
http://www.peta.org/

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?
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.
Message fans of your “hidden” fan page. Especially useful when fans like a campaign for calls to action
Find out what content site visitors like, and don’t like. Find out what content is “viral” and shared quickly.
Develop personalized content for visitors.
Decrease bounce rates, increase page stickiness!

Social plugins: Activity Feed
*Great for sites with regularly refreshed content, site activity
www.firstgiving.com

Social plugins – Recommendations Feed
*Good for sites with regularly refreshed content+site activity+ Facebook fans
Test it: http://developers.facebook.com/docs/reference/plugins/recommendations/

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 – Login button
*Use to gain knowledge about your site users
http://www.ujc.org.za/

Social plugins – Login with Facepile
*Use to show social proof to visitors before they decide to use the Login

Desert Island Facebook Plugins
Facebook Like button
Facebook Login
Facebook Recommendations or
Facebook Activity Stream

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/

EdgeRanktakeaways
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
“Facebook is becoming the loyalty card of the Internet, just like your key chain.”
- Tom Wentworth, VP of marketing for Ektron
http://www.revenews.com/barrysilverstein/the-real-power-of-%E2%80%9Clike%E2%80%9D/

The Return on Like
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%
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
5,986 Liked pages
16,278 people visit JG fundraising pages as a result
933 donations
6% of all visitors from Liked pages donate!
http://blog.justgiving.com/charities/what-value-a-like-on-average-5-apparently/

Social sharing

Why should you care about social sharing?
You get valuable information about your site visitors and users
Your content is spread by people who care
Unique visitors return as a result of a share
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

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 ofshare:returningvisitor!
3,416 returning visitors made a donation
295 people created fundraising pages
Value of a share to Facebook?
$10.87
*Value of a site visitor overall? $4.07
http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/

Social Toolbars option

Why should you care about toolbars?
Highly customizable toolbar
Generally lowers bounce rate
Increases sharing
Especially good for social bookmarking (to StumbleUpon, Delicious, Reddit, Digg)
Good analytics = site feedback

Toolbars offer stickiness
http://www.thewadi.com/wibiya-cool-bar/

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, FirstGiving
debra@firstgiving.com
Blog: www.communityorganizer20.com
Twitter: @askdebra
skype: daskanase

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The Power of Like and Social Sharing Tools

by Debra Askanase on Feb 09, 2011

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The Power of Like and Social Sharing Tools — Presentation Transcript