The Power of Like and Other Social Sharing Tools


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Social sharing widgets like Wibiya, Facebook Like, and AddThis, among others, are jettisoning your content and brand throughout the web. What’s even more powerful is the return on social sharing from bringing even more people back to your site. This webinar will cover why it’s important to incorporate social sharing widgets into online content and the potential ROI of social sharing. There will be specific emphasis on Facebook social plugins, when to use them, where to use them, and how to get the most from them.

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The Power of Like and Other Social Sharing Tools

  1. 1. The Power of Like and Other Social Sharing Tools Debra Askanase Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
  2. 2. Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it. A Proud Sponsor of
  3. 3. Today’s Speaker Debra Askanase FirstGiving Hosting: Sam Frank, Synthesis Partnership Assisting with chat questions: April Hunt, Nonprofit Webinars
  4. 4. Today’s webinar Facebook Social Plugins The Power of Like News Feed Optimization Social Sharing Tools AddThis Sharing Toolbars Disqus commenting Wrap-up
  5. 5. 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
  6. 6. 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!
  7. 7. Social plugins: Like button*Especially good for Liking separate content on the website
  8. 8. Social plugins: Like Box = social proof*Great option for Liking the entire site
  9. 9. Social plugins: Activity Feed*Great for sites with regularly refreshed content, site activity
  10. 10. Social plugins – Recommendations Feed *Good for sites with regularly refreshed content+site activity+ Facebook fansTest it:
  11. 11. Social plugins – Comments Box*Essentially a low-end comments feature for any website
  12. 12. Social plugins – Live Stream (events)*Perfect for streaming live events and encouraging conversation on/off site
  13. 13. Social plugins – Live Stream (events)
  14. 14. Social plugins – Live Stream (events)
  15. 15. Social plugins – Login button*Use to gain knowledge about your site users
  16. 16. Social plugins – Login with Facepile*Use to show social proof to visitors before they decide to use the Login
  17. 17. Desert Island Facebook PluginsFacebook Like buttonFacebook LoginFacebook Recommendations orFacebook Activity Stream
  18. 18. Clicking the Like button creates a loyalty marker This creates a new fan page in your Page admin area
  19. 19. …and creates a “hidden” fan page
  20. 20. The Power of Like: EdgeRank (NFO)…and Likes grow in power depending on NFO score facebook-marketing-2011/
  21. 21. 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
  22. 22.
  23. 23. 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
  24. 24. The Return on Like“Facebook is becoming the loyalty cardof the Internet, just like your key chain.” - Tom Wentworth, VP of marketing for Ektron
  25. 25. The Return on increase in increase in number of pages/userup 92%time on site up 85%
  26. 26. The potential of Like: Personalization
  27. 27. 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!
  28. 28. Social sharing
  29. 29. 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
  30. 30. Social share: AddThis is most popular
  31. 31. AddThis analytics
  32. 32. AddThis analytics
  33. 33. AddThis analytics
  34. 34. AddThis analytics
  35. 35. 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
  36. 36. Social Toolbars option
  37. 37. 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
  38. 38. Toolbars offer stickiness
  39. 39. Some have great analytics: Wibiya
  40. 40. Commenting widget: Disqus (“discuss”)Includes personal profiles, following others, anti-spam, can create a community
  41. 41. Disqus: turn any website into a blog
  42. 42. Wrap-UpUse FacebookPlugins Understand the Power of Like and Facebook Login Amplify content! Integrate sharing widgets for viral traffic
  43. 43. Debra Askanase,Community Engagement Directordebra@firstgiving.comBlog: www.communityorganizer20.comTwitter: @askdebraskype: daskanase
  44. 44. Find the listings for our current season of webinars and register at Chris Dumas 707-812-1234 Special Thanks To Our Sponsors