This document summarizes a webinar presented by FirstGiving on using social media tools to engage donors and promote fundraising efforts. It discusses the power of the Facebook Like button and its impact on content visibility. Various Facebook plugins are described, including Like Box, Activity Feed, and Comments Box. The benefits of social sharing tools like AddThis are outlined. Analytics from case studies show high returns from social sharing and Likes. The webinar recommends integrating social plugins, understanding how Likes influence content visibility, and using sharing widgets to amplify content and drive viral traffic.

1. The Power of Like and other social sharing tools March 30, 2011 Debra Askanase, Community Engagement Manager, FirstGiving Andrew Urban, Head of Sales and Business Development

2. How this webinar works A link to the slides and a recording will be sentafter the webinar If you’d like to ask a question during the webinar, you can type it in the box on the right side of your screen Use the hashtag #fgwebinar to tweet about this webinar

3. Upcoming webinars April 21 The New Ecology of Online Giving and The Giving Evolution May 19 Introduction to Location Based Marketing for Nonprofits with Estrella Rosenberg All webinars are 1pm EST/ 10am PST

4. About the presenters Andrew Urban Head of Sales and Business Development andrew@firstgiving.com Debra Askanase Community Engagement Manager debra@firstgiving.com

5. Who is FirstGiving

6. Fundraising solutions Donor Analytics and Market Research Peer-to-Peer Fundraising Pages and Event Registrations Online Donations Personal Support for your nonprofit, donors, and fundraisers Easy, tested, and secure transaction processes for the donor

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

8. What is the Facebook Open Graph? You like things, are friends with others, express interest on Facebook Facebook knows it when you connect with a site using Facebook Now the site knows it as well and can personalize the site experience and information shown http://www.flickr.com/photos/marc_smith/3971813137/

9. Why should I careabout social plugins? Happiness experience *site users see information about their friends, and share information with Facebook friends without ever leaving your site! http://www.flickr.com/photos/7961121@N04/4883897002/

10. Social plugins: The Like button has become the Share button *Especially good for Liking separate content on the website http://www.firstgiving.com/fundraiser/Zoe/sapling-foundation

11. Social plugins: Like Box = social proof *Great option for Liking the entire site http://www.peta.org/

12. Social plugins: Activity Feed *Great for sites with regularly refreshed content, site activity www.firstgiving.com

13. Social plugins – Recommendations Feed *Good for sites with regularly refreshed content+site activity+ Facebook fans Test it: http://developers.facebook.com/docs/reference/plugins/recommendations/

14. Social plugins – Comments Box *Essentially a low-end comments feature for any website

15. Comments Box – replies on and off site

16. Social plugins – Live Stream (events) *Perfect for streaming live events and encouraging conversation on/off site

17. Social plugins – Live Stream (events)

18. Social plugins – Live Stream (events)

19. Social plugins – Login button *Use to gain knowledge about your site users http://www.ujc.org.za/

20. Social plugins – Login with Facepile *Use to show social proof to visitors before they decide to use the Login

21. Desert Island Facebook Plugins Facebook Like button Facebook Login Facebook Recommendations or Facebook Activity Stream http://www.flickr.com/photos/49503002894@N01/4581466161/

22. Clicking the Like button creates a loyalty marker This creates a new fan page in your Page admin area

23. …and creates a “hidden” fan page

24. 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/

25. 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

26. http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/

27. EdgeRanktakeaways 1. Ask users to Like your content – offer opportunities 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 3. Always offer fresh content – higher EdgeRank weight

28. The Return on Like “Facebook is becoming the loyalty card of 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/

29. The Return on Like ABC.com: 190% increase in traffic Gawker.com: 200% increase in traffic NHL.com: number of pages/user up 92% time on site up 85% http://mashable.com/2010/09/29/facebook-like-stats/ http://www.flickr.com/photos/35409814@N00/2704229574/

30. The potential of Like: Personalization

31. Case Study: JustGiving Nov. 17 – Dec. 4 5,986 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/

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

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

36. Social share: AddThis is most popular

37. AddThis analytics

38. AddThis analytics

39. AddThis analytics

40. AddThis analytics

41. Case Study: FirstGiving Nov. 8 – Dec. 5 11,233 shares from FG to Facebook via Gigya 55,335 visitors returned as a result of a share = 5:1 ration share to returning visitor! 3,416 returning visitors made a donation 295 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/

42. Social Toolbars option

43. Why should you care about toolbars? Highly customizable toolbar Generally lowers bounce rate Increases sharing Especially good for social bookmarking (to StumbleUpon, Delicious, Reddit, Digg) Good analytics = site feedback

44. Toolbars offer stickiness http://www.thewadi.com/wibiya-cool-bar/

45. Some have great analytics: Wibiya

46. Commenting widget: Disqus (“discuss”) Includes personal profiles, following others, anti-spam, can create a community

48. Disqus: turn any website into a blog

49. Wrap-Up Use Facebook Plugins Understand the Power of Like and Facebook Login Amplify content! Integrate sharing widgets for viral traffic http://www.flickr.com/photos/sharynmorrow/4684772187/

50. Upcoming webinars April 21 The New Ecology of Online Giving and The Giving Evolution. Register now: http://bitly.com/eYW2xc May 19 Introduction to Location Based Marketing for Nonprofits with Estrella Rosenberg All webinars are 1pm EST/ 10am PST

51. Connect with us in our social spaces Facebook: facebook.com/firstgiving Twitter: twitter.com/firstgiving FirstGiving Insights blog: http://insights.firstgiving.com Online Fundraising blog: http://blog.firstgiving.com FirstGiving for Runners blog: http://runners.firstgiving.com

52. Thank you! Interested in working with FirstGiving? Andrew Urban Email: andrew@firstgiving.com Twitter: @NPBuyer Telephone: (512) 751-2241 Connect with Debra Debra Askanase Email: debra@firstgiving.com Twitter: @askdebra, @firstgiving Telephone: (617) 963-5120