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From liker to supporter
Glyn Thomasmore onion
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
