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.
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The Power of Like and Other Social Sharing Tools
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
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
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
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/
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
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/
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
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
Good background reading: http://www.openforum.com/idea-hub/topics/marketing/article/facebook-likes-and-shares-what-they-mean-for-your-website-timothy-mccue
The Activity Feed plugin displays the most interesting recent activity taking place on your site. Since the content is hosted by Facebook, the plugin can display personalized content whether or not the user has logged into your site. The activity feed displays stories both when users like content on your site and when users share content from your site back to Facebook. If a user is logged into Facebook, the plugin will be personalized to highlight content from their friends. If the user is logged out, the activity feed will show recommendations from your site, and give the user the option to log in to Facebook.The plugin is filled with activity from the user's friends. If there isn't enough friend activity to fill the plugin, it is backfilled with recommendations.
Shows most Liked things on the site. The Recommendations plugin shows personalized recommendations to your users. Since the content is hosted by Facebook, the plugin can display personalized recommendations whether or not the user has logged into your site. To generate the recommendations, the plugin considers all the social interactions with URLs from your site. For a logged in Facebook user, the plugin will give preference to and highlight objects her friends have interacted with.
The Comments Box easily enables your users to comment on your site's content — whether it's for a web page, article, photo, or other piece of content. Then the user can share the comment on Facebook on their Wall and in their friends' streams.
The Comments Box easily enables your users to comment on your site's content — whether it's for a web page, article, photo, or other piece of content. Then the user can share the comment on Facebook on their Wall and in their friends' streams.
The Live Stream plugin lets users visiting your site or application share activity and comments in real time. Live Stream works best when you are running a real-time event, like live streaming video for concerts, speeches, or webcasts, live Web chats, webinars, massively multiplayer games.
The Login Button shows profile pictures of the user's friends who have already signed up for your site in addition to a login button. By default the Login button prompts users for their public information. If your application needs to access other parts of the user's profile that may be private, your application can request extended permissions. A complete list of extended permissions can be found at http://developers.facebook.com/docs/authentication/permissions/.
But first, some definitions: every item that shows up in your News Feed is considered an Object. If you have an Object in the News Feed (say, a status update), whenever another user interacts with that Object they’re creating what Facebook calls an Edge, which includes actions like tags and comments. EdgeRank is Facebook’s formula for determining which content items from all of those friends and Pages are most relevant to you at any one time. Those posts will then display in your News Feed.
The more interactive through likes, tags, comments, more likely it is to show up in Top News feeds. Likes can turn into Shares with a comment. Shares have more weight.
Tracked avg. donation on our site for same time period was $60.55. Average Facebook donation was $35.74. $35.74 x number of returning visitors. Divide that number by total shares (11,233) = $10.87