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From liker to supporter

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At the Engaging Networks Community Conference Glyn Thomas spoke about how to convert likers into supporters.
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From liker to supporter

  1. 1. From liker to supporter Glyn Thomas more onion
  2. 2. Glyn Thomas @glynmthomas glyn@more-onion.com
  3. 3. Outline • Which platforms? • Collecting email addresses • Storytelling • Campaigning & Fundraising • Data analysis and split testing • Tools and technology
  4. 4. Which platforms? • Facebook? • Twitter? • Instagram? • Pinterest? • LinkedIn? • Whatsapp? • Vine? YouTube?
  5. 5. Collect email address • Facebook sign up option
  6. 6. Collect email address • Facebook sign up option • Post suggesting people sign up
  7. 7. Collect email address • Facebook sign up option • Post suggesting people sign up • Offer an incentive
  8. 8. Collect email address • Facebook sign up option • Post suggesting people sign up • Offer an incentive • Competition
  9. 9. Collect email address • Facebook sign up option • Post suggesting people sign up • Offer an incentive • Competition • Twitter lead generation cards
  10. 10. Collect email address • Facebook sign up option • Post suggesting people sign up • Offer an incentive • Competition • Twitter lead generation cards • Driving people to take action
  11. 11. Storytelling • Georgetown University research – people active online with NGOs and charities
  12. 12. Storytelling • Georgetown University research – people active online with NGOs and charities • 56% read a story on social media that made them want to do more
  13. 13. Storytelling • Georgetown University research – people active online with NGOs and charities • 56% read a story on social media that made them want to do more • 41% watched a video • 40% saw a photo • 36% read or heard through social media about other people taking action
  14. 14. Campaigning
  15. 15. Campaigning • Share after taking action or donating
  16. 16. Campaigning • Share after taking action or donating • Conversion rates: – Facebook: 4161 / 503 / 12.09% – Twitter: 6378 / 28 / 0.44% – Email: 243 / 30 / 12.36% • 63 people clicked the share by email button, and 15 people chose to share by email. Those 15 people brought in 30 new people.
  17. 17. Campaigning • Share after taking action or donating • Conversion rates • Landing page crucial – test, optimize, customize
  18. 18. Data & split testing • Track all URLs: • URL builder and bitly, including share URLs
  19. 19. Data & split testing • Track all URLs: • URL builder and bitly, including share URLs • Landing page optimised and tested • FB visitors vs Twitter visitors
  20. 20. Data & split testing • Track all URLs: • URL builder and bitly, including share URLs • Landing page optimised and tested • FB visitors vs Twitter visitors • Upworthy: 25 headlines
  21. 21. Data & split testing • Track all URLs: • URL builder and bitly, including share URLs • Landing page optimised and tested • FB visitors vs Twitter visitors • Upworthy: 25 headlines • Split testing social media content
  22. 22. Tools and technology

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