The Power of Like and Other Social Sharing Tools Debra Askanase Use Twitter Hashtag #npweb Special Thanks To Our Sponsors
The Power of Like and Other Social Sharing Tools
Jan 27, 2015
Social sharing widgets like Wibiya, Facebook Like, and AddThis, among others, are jettisoning your content and brand throughout the web. What’s even more powerful is the return on social sharing from bringing even more people back to your site. This webinar will cover why it’s important to incorporate social sharing widgets into online content and the potential ROI of social sharing. There will be specific emphasis on Facebook social plugins, when to use them, where to use them, and how to get the most from them.
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The Power of Like and Other Social Sharing Tools
Debra AskanaseDebra Askanase
Use Twitter Hashtag #npweb
Special Thanks To Our Sponsors
Helping ordinary people raise extraordinary amounts for nonprofits is all we do, and we love it.
A Proud Sponsor of NonprofitWebinars.com
Today’s Speaker
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars
Debra AskanaseFirstGiving
Today’s webinar
Facebook Social Plugins
The Power of Like
News Feed Optimization
Social Sharing Tools
AddThis
Sharing ToolbarsSharing Toolbars
Disqus commenting
Wrap-up
What is the Facebook Open Graph?
You like things, are friends with
others, express interest on
Facebook knows it when
http://www.flickr.com/photos/marc_smith/3971813137/
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
Why should I care about 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/
Social plugins: Like button
*Especially good for Liking separate content on the website
http://www.firstgiving.com/fundraiser/Zoe/sapling-foundation
Social plugins: Like Box
= social proof
*Great option for Liking the entire site
http://www.peta.org/
Social plugins: Activity Feed
*Great for sites with regularly refreshed content, site activity
www.firstgiving.com
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/
Social plugins – Comments Box
*Essentially a low-end comments feature for any website
Social plugins – Live Stream (events)
*Perfect for streaming live events and encouraging conversation on/off site
Social plugins – Live Stream (events)
Social plugins – Live Stream (events)
Social plugins – Login button
*Use to gain knowledge about your site users
http://www.ujc.org.za/
Social plugins – Login with Facepile
*Use to show social proof to visitors before they decide to use the Login
Desert Island Facebook Plugins
Facebook Like button
Facebook Login
http://www.flickr.com/photos/49503002894@N01/4581466161/
Facebook Recommendations or
Facebook Activity Stream
Facebook Login
Clicking the Like button creates a loyalty
marker
This creates a new fan page in your Page admin area
…and creates a “hidden” fan page
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/
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
http://www.likeable.com/2010/09/get-engaged-to-facebook-using-their-news-feed/
EdgeRank takeaways
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
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/
Ektron
ABC.com:
190% increase in traffic
Gawker.com:
200% increase in traffic
The Return on Like
http://www.flickr.com/photos/35409814@N00/2704229574/
NHL.com: number of pages/user
up 92%
time on site up 85%
http://mashable.com/2010/09/29/facebook-like-stats/
The potential of Like: Personalization
Case Study: JustGiving Nov. 17 – Dec. 45,986 Liked pages
16,278 people visit JG fundraising pages as a result
933
http://www.flickr.com/photos/33103273@N00/5181212267/
6% of all visitors from Liked pages
donate!
933
donations
http://blog.justgiving.com/charities/what-value-a-like-on-average-5-apparently/
Social sharing
http://www.flickr.com/photos/36113507@N00/177926979/
Why should you care about social
sharing?
1. You get valuable information about your site
visitors and users
2. Your content is spread by people who care
3. Unique visitors return as a result of a share
4. The initial share will result in a ROI – but you have
to determine the ROI
Social share: AddThis is most popular
AddThis analytics
AddThis analytics
AddThis analytics
AddThis analytics
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
http://www.flickr.com/photos/pixelcore/1929817712/sizes/m/in/photostream/
Value of a share to
Facebook?
$10.87
*Value of a site visitor overall? $4.07
295 people created fundraising pages
Social Toolbars option
Why should you care about toolbars?
1. Highly customizable toolbar
2. Generally lowers bounce rate
3. Increases sharing3. Increases sharing
4. Especially good for social bookmarking (to
StumbleUpon, Delicious, Reddit, Digg)
5. Good analytics = site feedback
Toolbars offer stickiness
http://www.thewadi.com/wibiya-cool-bar/
Some have great analytics: Wibiya
Commenting widget: Disqus (“discuss”)
Includes personal profiles, following others, anti-spam, can create a community
Disqus: turn any website into a blog
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/
Debra Askanase,
Community Engagement Director
Blog: www.communityorganizer20.comBlog: www.communityorganizer20.com
Twitter: @askdebra
skype: daskanase
Find the listings for our current season of webinarsand register at
NonprofitWebinars.com
Chris [email protected]
707-812-1234
Special Thanks To Our Sponsors
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