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
1. The Power of Like and Other Social Sharing Tools
Debra Askanase
Use Twitter Hashtag #npweb
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3. Today’s Speaker
Debra Askanase
FirstGiving
Hosting: Sam Frank, Synthesis Partnership
Assisting with chat questions: April Hunt, Nonprofit Webinars
4. Today’s webinar
Facebook Social Plugins
The Power of Like
News Feed Optimization
Social Sharing Tools
AddThis
Sharing Toolbars
Disqus commenting
Wrap-up
5. 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/
6. 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/
7. Social plugins: Like button
*Especially good for Liking separate content on the website
http://www.firstgiving.com/fundraiser/Zoe/sapling-foundation
8. Social plugins: Like Box
= social proof
*Great option for Liking the entire site
http://www.peta.org/
9. Social plugins: Activity Feed
*Great for sites with regularly refreshed content, site activity
www.firstgiving.com
10. 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/
11. Social plugins – Comments Box
*Essentially a low-end comments feature for any website
12. Social plugins – Live Stream (events)
*Perfect for streaming live events and encouraging conversation on/off site
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. 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
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/
27. 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/
28. Social sharing
http://www.flickr.com/photos/36113507@N00/177926979/
29. 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
37. 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/
39. Why should you care about toolbars?
1. Highly customizable toolbar
2. Generally lowers bounce rate
3. Increases sharing
4. Especially good for social bookmarking (to
StumbleUpon, Delicious, Reddit, Digg)
5. Good analytics = site feedback
45. 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/
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Chris Dumas
Chris@NonprofitWebinars.com
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