Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

The Power of Like and Social Sharing Tools


Published on

Facebook plugins (including the Like button) and social sharing tools amplify your content on the web and on Facebook. This presentation comprehensively covers all of the different Facebook plugins, understanding the Open Graph, Facebook NFO (EdgeRank), the ROI of a Like case study, the ROI of social sharing case study, and the primary social sharing widgets.

Published in: Technology, Sports
  • Be the first to comment

The Power of Like and Social Sharing Tools

  1. 1. The Power of <br />and other social sharing tools<br /><br />
  2. 2. Please say “hello” and offer your ideas and insights after the webinar<br />Community Engagement Manager, FirstGiving:<br />Blog about the intersection of nonprofits, social media, and technology at: <br /> Community Organizer 2.0:<br />Twitter: @askdebra<br />Presentations:<br />Let’s talk!<br />
  3. 3. Today’s webinar<br />Facebook Social Plugins<br />The Power of Like<br />News Feed Optimization<br /> Social Sharing Tools<br />AddThis<br />Sharing Toolbars<br />Disquscommenting<br />Wrap-up<br />
  4. 4. What is the Facebook Open Graph? <br />You like things, are friends with others, express interest on Facebook<br />Facebook knows it when you connect with a site using Facebook<br />Now the site knows it as well and can personalize the site experience and information shown<br /><br />
  5. 5. Why should I care about social plugins?<br />Happiness experience<br />*site users see information about their friends, and share information with Facebook friends without ever leaving your site!<br /><br />
  6. 6. Social plugins: Like button<br />*Especially good for Liking separate content on the website<br /><br />
  7. 7. Social plugins: Like Box<br />= social proof<br />*Great option for Liking the entire site<br /><br />
  8. 8. Clicking the Like button creates a loyalty marker<br />This creates a new fan page in your Page admin area<br />
  9. 9. …and creates a “hidden” fan page<br />
  10. 10. What can you do with the Like button? <br />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. <br />Message fans of your “hidden” fan page. Especially useful when fans like a campaign for calls to action<br />Find out what content site visitors like, and don’t like. Find out what content is “viral” and shared quickly.<br />Develop personalized content for visitors.<br />Decrease bounce rates, increase page stickiness!<br />
  11. 11. Social plugins: Activity Feed<br />*Great for sites with regularly refreshed content, site activity<br /><br />
  12. 12. Social plugins – Recommendations Feed<br />*Good for sites with regularly refreshed content+site activity+ Facebook fans<br />Test it:<br />
  13. 13. Social plugins – Comments Box<br />*Essentially a low-end comments feature for any website<br />
  14. 14. Social plugins – Live Stream (events)<br />*Perfect for streaming live events and encouraging conversation on/off site<br />
  15. 15. Social plugins – Live Stream (events)<br />
  16. 16. Social plugins – Live Stream (events)<br />
  17. 17. Social plugins – Login button<br />*Use to gain knowledge about your site users<br /><br />
  18. 18. Social plugins – Login with Facepile<br />*Use to show social proof to visitors before they decide to use the Login<br />
  19. 19. Desert Island Facebook Plugins<br />Facebook Like button<br />Facebook Login<br />Facebook Recommendations or<br />Facebook Activity Stream<br /><br />
  20. 20. The Power of Like: EdgeRank (NFO) <br />…and Likes grow in power depending on NFO score<br /><br />
  21. 21. The Power of Like: EdgeRank NFO weight <br />Lightweight– Likes have little notice in the news stream<br />Middleweight- Likes that are “upgraded” to a comment have more weight<br />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<br />** same principle at work with Facebook updates on your Page <br />
  22. 22.<br />
  23. 23. EdgeRanktakeaways<br />1. Ask users to Like your content – offer opportunities<br />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<br />3. Always offer fresh content – higher EdgeRank weight<br />
  24. 24. The Return on Like <br />“Facebook is becoming the loyalty card of the Internet, just like your key chain.”<br />- Tom Wentworth, VP of marketing for Ektron<br /><br />
  25. 25. The Return on Like<br /> <br />190% increase in traffic<br /><br /> 200% increase in traffic<br /> number of pages/user up 92%<br />time on site up 85%<br /><br /><br />
  26. 26. The potential of Like: Personalization <br />
  27. 27. 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. <br />
  28. 28. Case Study: JustGiving Nov. 17 – Dec. 4<br />5,986 Liked pages <br />16,278 people visit JG fundraising pages as a result<br />933 donations <br />6% of all visitors from Liked pages donate!<br /><br /><br />
  29. 29. Social sharing <br /><br />
  30. 30. Why should you care about social sharing?<br />You get valuable information about your site visitors and users<br />Your content is spread by people who care<br />Unique visitors return as a result of a share<br />The initial share will result in a ROI. It’s up to you to determine what the ROI should be<br />
  31. 31.
  32. 32.
  33. 33. Social share: AddThis is most popular<br />
  34. 34. AddThis analytics<br />
  35. 35. AddThis analytics<br />
  36. 36. AddThis analytics<br />
  37. 37. AddThis analytics<br />
  38. 38. Case Study: FirstGiving Nov. 8 – Dec. 5 <br />11,233 shares from FG to Facebook via Gigya social sharing tool<br />55,335 visitors returned as a result of a share<br />= 5:1 ratio ofshare:returningvisitor!<br />3,416 returning visitors made a donation<br />295 people created fundraising pages<br />Value of a share to Facebook?<br />$10.87<br />*Value of a site visitor overall? $4.07<br /><br />
  39. 39. Social Toolbars option<br />
  40. 40. Why should you care about toolbars?<br />Highly customizable toolbar<br />Generally lowers bounce rate<br />Increases sharing<br />Especially good for social bookmarking (to StumbleUpon, Delicious, Reddit, Digg)<br />Good analytics = site feedback<br />
  41. 41. Toolbars offer stickiness<br /><br />
  42. 42. Some have great analytics: Wibiya<br />
  43. 43. Commenting widget: Disqus (“discuss”)<br />Includes personal profiles, following others, anti-spam, can create a community<br />
  44. 44.
  45. 45. Disqus: turns any website into a blog<br />
  46. 46. Wrap-Up<br />Use Facebook Plugins <br />Understand the Power of Like and Facebook Login<br /> Amplify content! Integrate sharing widgets for viral traffic<br /><br />
  47. 47. Debra Askanase, <br />Community Engagement Manager, FirstGiving<br /><br />Blog:<br />Twitter: @askdebra<br />skype: daskanase<br />