The Power of Like and Social Sharing Tools
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Facebook plugins (including the Like button) and social sharing tools amplify your content on the web and on Facebook. This presentation comprehensively covers all of the different Facebook plugins, understanding the Open Graph, Facebook NFO (EdgeRank), the ROI of a Like case study, the ROI of social sharing case study, and the primary social sharing widgets.
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The Power of Like and Social Sharing Tools
- 1. The Power of and other social sharing tools http://www.flickr.com/photos/afagen/5133070639/sizes/z/in/photostream/
- 2. Please say “hello” and offer your ideas and insights after the webinar Community Engagement Manager, FirstGiving: debra@firstgiving.com Blog about the intersection of nonprofits, social media, and technology at: Community Organizer 2.0: www.communityorganizer20.com Twitter: @askdebra Presentations: www.slideshare.net/debask Let’s talk!
- 3. Today’s webinar Facebook Social Plugins The Power of Like News Feed Optimization Social Sharing Tools AddThis Sharing Toolbars Disquscommenting Wrap-up
- 4. 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/
- 5. 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/
- 6. Social plugins: Like button *Especially good for Liking separate content on the website http://www.firstgiving.com/fundraiser/Zoe/sapling-foundation
- 7. Social plugins: Like Box = social proof *Great option for Liking the entire site http://www.peta.org/
- 8. Clicking the Like button creates a loyalty marker This creates a new fan page in your Page admin area
- 9. …and creates a “hidden” fan page
- 10. What can you do with the Like button? Track returns to the website as a result of a Like share, and what visitors do when they return *add a cookie, or a marker into the code and track using Google analytics – see case study slide 27. Message fans of your “hidden” fan page. Especially useful when fans like a campaign for calls to action Find out what content site visitors like, and don’t like. Find out what content is “viral” and shared quickly. Develop personalized content for visitors. Decrease bounce rates, increase page stickiness!
- 11. Social plugins: Activity Feed *Great for sites with regularly refreshed content, site activity www.firstgiving.com
- 12. 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/
- 13. Social plugins – Comments Box *Essentially a low-end comments feature for any website
- 14. Social plugins – Live Stream (events) *Perfect for streaming live events and encouraging conversation on/off site
- 15. Social plugins – Live Stream (events)
- 16. Social plugins – Live Stream (events)
- 17. Social plugins – Login button *Use to gain knowledge about your site users http://www.ujc.org.za/
- 18. Social plugins – Login with Facepile *Use to show social proof to visitors before they decide to use the Login
- 19. Desert Island Facebook Plugins Facebook Like button Facebook Login Facebook Recommendations or Facebook Activity Stream http://www.flickr.com/photos/49503002894@N01/4581466161/
- 20. 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/
- 21. 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
- 23. 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
- 24. 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/
- 25. 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/
- 26. The potential of Like: Personalization
- 27. After allowing the Facebook Login to connect to my personal profile, I see what my Facebook friends like on the Levi’s website. Levi’s wants me to share this using the share button.
- 28. 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/
- 29. Social sharing http://www.flickr.com/photos/36113507@N00/177926979/
- 30. 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. It’s up to you to determine what the ROI should be
- 33. Social share: AddThis is most popular
- 38. Case Study: FirstGiving Nov. 8 – Dec. 5 11,233 shares from FG to Facebook via Gigya social sharing tool 55,335 visitors returned as a result of a share = 5:1 ratio ofshare:returningvisitor! 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/
- 40. 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
- 41. Toolbars offer stickiness http://www.thewadi.com/wibiya-cool-bar/
- 42. Some have great analytics: Wibiya
- 43. Commenting widget: Disqus (“discuss”) Includes personal profiles, following others, anti-spam, can create a community
- 45. Disqus: turns any website into a blog
- 46. 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/
- 47. Debra Askanase, Community Engagement Manager, FirstGiving debra@firstgiving.com Blog: www.communityorganizer20.com Twitter: @askdebra skype: daskanase
Notas do Editor
- http://www.flickr.com/photos/camdiluv/4441155157/sizes/m/in/photostream/
- 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 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.
- http://blog.justgiving.com/charities/what-value-a-like-on-average-5-apparently/http://www.flickr.com/photos/33103273@N00/5181212267/
- 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
- Stay on site, share more content
- Find out more about your commenters
- Mashable.com