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What's the value of a 'like' anyway?  Sally Chambers, JustGiving
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What's the value of a 'like' anyway? Sally Chambers, JustGiving



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  • 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 growthCommunity engagement
  • User growth: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 JustGivingresults 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 momentsOr ‘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 contentIt makes it easier for the person sharing and we can promote a particular action Why is that so important?
  • Because as RandiZuckerberg said at a recent conference – ‘Your audience has an audience’
  • The average Facebook user has 338 friendsBy building in mechanisms for sharing...And giving them the right content to share...You can reach a lot more people.. A lot more easily!! 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 friends23% have 101-250 friends20% have 251-500 friends15% have more than 500 friendsAmong 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 contentAnd 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 MudderOften they take part in events with friends and family in teams
  • Growing trend – People want to discover AND share life experiences on Facebook and TwitterMore 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 selfIf you give your community..A unique experience to brag about orUnique 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 itWe 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 RELEVANTIs 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?Itdoesnt 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? Sally Chambers: @salleeann @justgiving
  • 2. 1.User growth 2.Community engagement
  • 3. 1.User growth 2.Community engagement
  • 4. One in five donation shares on JustGiving results in another donation. 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” Randi Zuckerberg 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 Facebook!
  • 10. People are curating their ‘online me’. 23,000 people tweeting at Color Run.
  • 11. 1.User growth 2.Community engagement
  • 12. We celebrate the amazing things 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.
  • 23. THANK YOU Sally Chambers: @salleeann @justgiving