The Power of Like and Other Social Sharing Tools

The Power of Like and Other Social Sharing Tools Debra Askanase Use Twitter Hashtag #npweb Special Thanks To Our Sponsors

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Today’s Speaker Debra Askanase FirstGiving Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars

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

What is the Facebook Open Graph?You like things, are friends withothers, express interest onFacebookFacebook knows it whenyou connect with a siteusing FacebookNow the site knows it aswell and can personalizethe site experience andinformation 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 Facebookfriends 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/

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 fansTest 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 PluginsFacebook Like buttonFacebook LoginFacebook Recommendations orFacebook Activity Stream http://www.flickr.com/photos/49503002894@N01/4581466161/

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 takeaways1. Ask users to Like your content – offer opportunities2. Find ways to get users to return – the more often theylike, comment, share your content, the higher it willshow in their news feeds3. Always offer fresh content – higher EdgeRank weight

The Return on Like“Facebook is becoming the loyalty cardof 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 LikeABC.com:190% increase in trafficGawker.com:200% increase in trafficNHL.com: number of pages/userup 92%time on site up 85%http://mashable.com/2010/09/29/facebook-like-stats/ http://www.flickr.com/photos/35409814@N00/2704229574/

The potential of Like: Personalization

Case Study: JustGiving Nov. 17 – Dec. 45,986 Liked pages 16,278 people visit JG fundraising pages as a result 933 donations 6% of all visitors from Liked pages donate! http://www.flickr.com/photos/33103273@N00/5181212267/ http://blog.justgiving.com/charities/what-value-a-like-on-average-5-apparently/

Social sharing http://www.flickr.com/photos/36113507@N00/177926979/

Why should you care about social sharing?1. You get valuable information about your site visitors and users2. Your content is spread by people who care3. Unique visitors return as a result of a share4. The initial share will result in a ROI – but you have to determine the ROI

Social share: AddThis is most popular

AddThis analytics

Case Study: FirstGiving Nov. 8 – Dec. 511,233 shares from FG to Facebook via Gigya55,335 visitors returned as a result of a share = 5:1 ration share to returning visitor!3,416 returning visitors made a donation295 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? 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

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: turn any website into a blog

Wrap-UpUse FacebookPlugins 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 Directordebra@firstgiving.comBlog: www.communityorganizer20.comTwitter: @askdebraskype: daskanase

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The Power of Like and Other Social Sharing Tools

by NonprofitWebinars.com on Feb 09, 2011

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The Power of Like and Other Social Sharing Tools — Presentation Transcript