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Sharing is the New Tell-a-Friend


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Talks about the importance of not just having share tools on your site, but optimizing them so that people WANT to share your content on their pages.

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Sharing is the New Tell-a-Friend

  1. 1. Sharing is the New Tell-A-Friend Carie Lewis Director of Emerging Media The Humane Society of the United States @cariegrls
  2. 2. <ul><li>“ I just got a keychain and address labels in the mail from you guys. Now that I see you posting on Facebook and know you're legit, I'll be sending a donation. Thanks for the work you do.” </li></ul><ul><li>– Posted to our Facebook Page wall, January 2010 </li></ul>
  3. 3. The times… they are a changin’ <ul><li>After you take action…. </li></ul><ul><ul><li>Then: Tell a Friend </li></ul></ul><ul><ul><li>Now: Share </li></ul></ul><ul><li>Top referrer to our website </li></ul><ul><ul><li>Then: Google </li></ul></ul><ul><ul><li>Now: Facebook </li></ul></ul><ul><li>Share on Facebook? </li></ul><ul><ul><li>Then: Share button </li></ul></ul><ul><ul><li>Now: Post, status update, Like, Facebook Connect </li></ul></ul>
  4. 4. Our Constituent Spoke… We Listened
  5. 5. March 2010
  6. 6. <ul><li>“ E-mail and social media are the top marketing tactics that will get increased spending in 2010, according to the ‘2010 Marketing Trends Survey’ from StrongMail. The study also found that integrating e-mail and social is one of the most important e-mail marketing initiatives for 2010, just after improving performance, targeting, and growing opt-in lists.” </li></ul><ul><li>– Simms Jenkins, ClickZ, Feb 11, 2010 </li></ul>Email, Meet Facebook
  7. 7. Integration is Our #1 Strategy for Success <ul><ul><li>Every piece of web content has sharing capabilities </li></ul></ul><ul><ul><li>Every email is shareable </li></ul></ul><ul><ul><li>Every page on our website has a link to our social media presences </li></ul></ul><ul><ul><li>Our homepage has a live feed of Twitter and Facebook </li></ul></ul><ul><ul><li>Website content links to related Facebook Groups, Events, etc. </li></ul></ul>
  8. 8. Tactic #1 – Include Share Links on Emails
  9. 9. Tactic #2 – Include a Link to RSVP on Facebook
  10. 10. Tactic #3 – Make Every Piece of Web Content Shareable
  11. 11. Tactic #4 – Make the Ask Inside the Content
  12. 12. Tactic #5 – Make Sharing the Primary Ask
  13. 13. Tactic #5 – Make Your Forms Shareable
  14. 14. I want it! It looks so easy! Sharing is still a new concept and technology has not caught up yet with user behavior. <ul><ul><li>Your technology provider might not be 100% compatible </li></ul></ul><ul><ul><li>You can’t just put a share toolbar on your content and be done </li></ul></ul><ul><ul><li>You have to convince others that this is important and worth investing in </li></ul></ul>
  15. 15. Challenge #1: Implementation <ul><ul><li>Where will you put the share toolbar or buttons? </li></ul></ul><ul><ul><li>How will you insert them into your platform? </li></ul></ul><ul><ul><li>Is your site designed on templates or wrappers that you have to edit? </li></ul></ul><ul><ul><li>Do you have access to individual pages’ meta data? </li></ul></ul>
  16. 16. Challenge #2: Customization <ul><ul><li>It’s not enough to put a toolbar on your site and walk away. </li></ul></ul><ul><ul><li>You must optimize your share tools so it looks good when a users posts to their page – including the image, title, and text. </li></ul></ul><ul><ul><li>To do this, you must edit the meta data on every page, or template it to pull specific data. (You should be doing this anyway for SEO reasons) </li></ul></ul><ul><ul><li>Think about things like hashtags, “via @” and other ways to make it relevant – many tools have templates </li></ul></ul>
  17. 17. Challenge #3: Buy In <ul><ul><li>The general rule is the more fields, links you put on a form, the more it suppresses response. </li></ul></ul><ul><ul><li>Trend = more retweets than clickthroughs on Twitter </li></ul></ul><ul><ul><li>Test! We’re testing putting share tools on our advocacy pages vs. on the thank you pages </li></ul></ul><ul><ul><li>Theory: people are sharing without reading, but that’s okay. The average person has 130 friends and 70 followers </li></ul></ul>
  18. 18. MySalsa Sharing Example: Facebook Event Landing Page
  19. 19. MySalsa Sharing Example: Facebook Personal Fundraising Page
  20. 20. MySalsa Sharing Example: Twitter Event Landing Page
  21. 21. MySalsa Sharing Example: Twitter Personal Fundraising Page
  22. 22. The Technical Stuff <ul><ul><li>For our website, we use AddThis in a template that automatically pulls the title of the page and shortens the URL. </li></ul></ul><ul><ul><li>We’ve also set it to pull a specific image in Facebook Share. </li></ul></ul><ul><ul><li>Twitter has an AddThis template that adds “via @HumaneSociety” on the end </li></ul></ul><ul><ul><li>For our emails, we do custom coding for each one. This is because emails can’t read javascript and we want the ability to customize each (a specific image, hashtag.) The URL that’s shared is the web version of the email. </li></ul></ul><ul><ul><li>If you have no meta data, Facebook pulls the text that’s least embedded (this is what we do for email) </li></ul></ul>Resources: forum/public/topic?topic_KEY=1544
  23. 23. Final Thoughts <ul><li>To do sharing right, it </li></ul><ul><li>requires a great deal of customization. </li></ul><ul><li>If you can’t make it look good, it’s better </li></ul><ul><li>not to have it at all. </li></ul><ul><li>Never duplicate content on Facebook and </li></ul><ul><li>Twitter when sharing – different mediums </li></ul><ul><li>Know the difference between a status update, post, like, and Facebook Connect </li></ul><ul><li>Watch for secure and custom URLs that pull personal data </li></ul><ul><li>When sharing an email, share the web version </li></ul><ul><li>Continue to test and stay on top of latest trends (official share buttons) </li></ul><ul><li>Put top shared content on your website or even better, use Facebook plugins to tell people what their friends are sharing – relevance is key </li></ul><ul><li>Track your shares and identify trends – keep evolving </li></ul>
  24. 24. Thank you! Carie Lewis Director of Emerging Media The Humane Society of the United States Email: [email_address] LinkedIn: Twitter: @cariegrls Sharing Blog Post: HSUS Social Networks: