From liker to supporter

From liker to supporter

Glyn Thomasmore onion

Glyn Thomas

@glynmthomas

glyn@more-onion.com

Outline• Which platforms?

• Collecting email addresses

• Storytelling

• Campaigning & Fundraising

• Data analysis and split testing

• Tools and technology

Which platforms?• Facebook?

• Twitter?

• Instagram?

• Pinterest?

• LinkedIn?

• Whatsapp?

• Vine? YouTube?

Collect email address• Facebook sign up option

Collect email address• Facebook sign up option

• Post suggesting people sign up

Collect email address• Facebook sign up option

• Post suggesting people sign up

• Offer an incentive

Collect email address• Facebook sign up option

• Post suggesting people sign up

• Offer an incentive

• Competition

Collect email address• Facebook sign up option

• Post suggesting people sign up

• Offer an incentive

• Competition

• Twitter lead generation cards

Collect email address• Facebook sign up option

• Post suggesting people sign up

• Offer an incentive

• Competition

• Twitter lead generation cards

• Driving people to take action

Storytelling• Georgetown University research – people

active online with NGOs and charities

Storytelling• Georgetown University research – people

active online with NGOs and charities• 56% read a story on social media that made

them want to do more

Storytelling• Georgetown University research – people

active online with NGOs and charities• 56% read a story on social media that made

them want to do more

• 41% watched a video

• 40% saw a photo

• 36% read or heard through social media about other people taking action

Campaigning

Campaigning• Share after taking action or donating

Campaigning• Share after taking action or donating

• Conversion rates:– Facebook: 4161 / 503 / 12.09%

– Twitter: 6378 / 28 / 0.44%

– Email: 243 / 30 / 12.36%• 63 people clicked the share by email button, and 15 people

chose to share by email. Those 15 people brought in 30 new people.

Campaigning• Share after taking action or donating

• Conversion rates

• Landing page crucial – test, optimize, customize

Data & split testing• Track all URLs:

• URL builder and bitly, including share URLs

Data & split testing• Track all URLs:

• URL builder and bitly, including share URLs

• Landing page optimised and tested• FB visitors vs Twitter visitors

Data & split testing• Track all URLs:

• URL builder and bitly, including share URLs

• Landing page optimised and tested• FB visitors vs Twitter visitors

• Upworthy: 25 headlines

Data & split testing• Track all URLs:

• URL builder and bitly, including share URLs

• Landing page optimised and tested• FB visitors vs Twitter visitors

• Upworthy: 25 headlines

• Split testing social media content

Tools and technology