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 Likeand other social sharing toolsMarch 30, 2011Debra Askanase, Community Engagement Manager, FirstGivingAndrew Urban, Head of Sales and Business Development

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

3. Upcoming webinarsApril 21The New Ecology of Online Giving and The Giving EvolutionMay 19 Introduction to Location Based Marketing for Nonprofits with Estrella RosenbergAll webinars are 1pm EST/ 10am PST

4. About the presentersAndrew UrbanHead of Sales and Business Developmentandrew@firstgiving.comDebra AskanaseCommunity Engagement Managerdebra@firstgiving.com

5. Who is FirstGiving

6. Fundraising solutionsDonor Analytics and Market ResearchPeer-to-Peer Fundraising Pagesand Event RegistrationsOnline DonationsPersonal Support for your nonprofit, donors, and fundraisersEasy, tested, and secure transaction processes for the donor

7. Today’s webinarFacebook Social PluginsThe Power of LikeNews Feed Optimization Social Sharing ToolsAddThisSharing ToolbarsDisquscommentingWrap-up

8. What is the Facebook Open Graph? You like things, are friends with others, express interest on FacebookFacebook knows it when you connect with a site using FacebookNow the site knows it as well and can personalize the site experience and information shownhttp://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 websitehttp://www.firstgiving.com/fundraiser/Zoe/sapling-foundation

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

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

13. Social plugins – Recommendations Feed*Good for sites with regularly refreshed content+site activity+ Facebook fansTest 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 usershttp://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 PluginsFacebook Like buttonFacebook LoginFacebook Recommendations orFacebook Activity Streamhttp://www.flickr.com/photos/49503002894@N01/4581466161/

22. Clicking the Like button creates a loyalty markerThis 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 scorehttp://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 streamMiddleweight- Likes that are “upgraded” to a comment have more weightHeavyweight- 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. EdgeRanktakeaways1. Ask users to Like your content – offer opportunities2. Find ways to get users to return – the more often they like, comment, share your content, the higher it will show in their news feeds3. 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 Ektronhttp://www.revenews.com/barrysilverstein/the-real-power-of-%E2%80%9Clike%E2%80%9D/

29. The Return on LikeABC.com: 190% increase in trafficGawker.com: 200% increase in trafficNHL.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. 45,986 Liked pages 16,278 people visit JG fundraising pages as a result933 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 usersYour content is spread by people who careUnique visitors return as a result of a shareThe 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 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 pagesValue of a share to Facebook?$10.87*Value of a site visitor overall? $4.07http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/

42. Social Toolbars option

43. Why should you care about toolbars?Highly customizable toolbarGenerally lowers bounce rateIncreases sharingEspecially good for social bookmarking (to StumbleUpon, Delicious, Reddit, Digg)Good analytics = site feedback

44. Toolbars offer stickinesshttp://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-UpUse Facebook Plugins Understand the Power of Like and Facebook Login Amplify content! Integrate sharing widgets for viral traffichttp://www.flickr.com/photos/sharynmorrow/4684772187/

50. Upcoming webinarsApril 21The New Ecology of Online Giving and The Giving Evolution. Register now: http://bitly.com/eYW2xcMay 19 Introduction to Location Based Marketing for Nonprofits with Estrella RosenbergAll webinars are 1pm EST/ 10am PST

51. Connect with us in our social spacesFacebook: facebook.com/firstgivingTwitter: twitter.com/firstgivingFirstGiving Insights blog: http://insights.firstgiving.comOnline Fundraising blog: http://blog.firstgiving.comFirstGiving for Runners blog:http://runners.firstgiving.com

52. Thank you!Interested in working with FirstGiving?Andrew UrbanEmail: andrew@firstgiving.comTwitter: @NPBuyerTelephone: (512) 751-2241Connect with DebraDebra AskanaseEmail: debra@firstgiving.comTwitter: @askdebra, @firstgivingTelephone: (617) 963-5120