How many of you know what a like is worth to your organisation? And do you know why you’re trying to get likes?
We have two objectives.. User growth Community engagement
Likes and shares don’t have to just happen on your organisation’s Facebook page. And content doesn’t just have to be news articles or blog post. People can like or share *all sorts* of content....
Such as a fundraising page...
.. Or an action that occurs on your website. A donation for example.
One in five donation shares on JustGiving results in another donation And one in 10 shares results in another share. So each sharer brings more donations and more people – great!
So for JustGiving, the value of a like or share is £5.
We call these magic moments Or ‘Sonny’s Law’ For every action, share it! For example, when someone hits the tweet button on JustGiving, we make sure that tweet is pre-filled with content It makes it easier for the person sharing and we can promote a particular action
Why is that so important?
Because as Randi Zuckerberg said at a recent conference – ‘Your audience has an audience’
The average Facebook user has 338 friends By building in mechanisms for sharing... And giving them the right content to share... You can reach a lot more people.. A lot more easily!!
http://www.theguardian.com/news/datablog/2014/feb/04/facebook-in-numbers-statistics http://www.pewresearch.org/fact-tank/2014/02/03/6-new-facts-about-facebook/ Half of all adult Facebook users have more than 200 friends in their network.Facebook users differ greatly when it comes to the number of friends in their networks: 39% of adult Facebook users have between 1 and 100 Facebook friends 23% have 101-250 friends 20% have 251-500 friends 15% have more than 500 friends Among adult Facebook users, the average (mean) number of friends is 338, and the median (midpoint) number of friends is 200. In other words, half of all Facebook users have more than 200 friends, and half have less than 200.
Social context matters. You’re more likely to engage with content if it’s shared by a friend. We’ve seen this with our Facebook ads. If we target friends of people that like our page, we get better results. They’re more likely to engage with the content And more likely to like us
And Super Socials have even more friends! They take part in MOB events (Mud, Obstacles, Beer).. .. Such as Electric Run, Color Run or Tough Mudder Often they take part in events with friends and family in teams
Growing trend – People want to discover AND share life experiences on Facebook and Twitter More than 23,000 people were tweeting about this year’s Color Run – that’s a lot of free publicity! People are looking for cool things to do and want their friends to know – wear them like a badge / the public self
If you give your community.. A unique experience to brag about or Unique content that makes them look good.. They’ll do it!
Our main focus: We celebrate the amazing things people do for the causes they love.
Our posts are about individuals; whether they are fundraisers or charity employees We celebrate what they do... ...and explain why they’re doing it
We also keep our community informed about awareness days, and inspire them with quotes.
So what content is working on our Facebook page?
THAT’S TIMELY AND RELEVANT Is the event taking place on the weekend? it is the person’s birthday? have they reached a fundraising target? have they completed a round number of events?
SOMEONE INSPIRING, WITH A GREAT BACK STORY + SOMETHING DIFFERENT + CHALLENGING Did they get help from the charity? Did someone in their family or a friend? It doesnt need to be physical but it can be! are they doing something linked to the charity? (‘Living below the line’ for an internal relief charity / sleeping rough for a homeless charity)
1. WHAT’S THE VALUE OF
A ‘LIKE’ ANYWAY?
2. 1.User growth
3. 1.User growth
4. One in five donation
shares on JustGiving
results in another
One in 10 shares results
in another share.
So each sharer brings
more donations and
more people – great!
5. Sonny’s Law.
For every action, share it!
6. “We now live in an age
where your audience
has an audience”
CEO of Zuckerberg Media
7. The average Facebook
user has 338 friends.
8. Social context matters.
We trust content
shared by friends.
9. Super socials have
668 friends on
10. People are curating
their ‘online me’.
11. 1.User growth
12. We celebrate the
people do for the
causes they love.
So they can
show they care.
13. What content is
working for us?
14. Timely and relevant
events or trends.
15. Inspiring people
with great stories.
16. Awareness days –
people can show they care.
17. Inspiring quotes motivate
and encourage people.
18. So let’s sum up...
19. Your audience has an audience. Get
the content right and you’ll reach more
people via their networks.
20. People are curating their ‘online me’.
Give them unique content that makes
them look good.. They’ll share it!
21. Make it easy to share actions. Add like
& tweet buttons that share ready-made
content – don’t make people think!
22. Put your community in the spotlight.
Share their experiences, encourage
them and say thank you.