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

• 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

Storytelling• Photos

• Videos

• Infographics

• Impact of action or donation

• Peer to Peer

Storytelling• Photos

• Videos

• Infographics

Storytelling• Photos

• Videos

• Infographics

• Impact of action or donation

Storytelling• Photos

• Videos

• Infographics

• Impact of action or donation

• Peer to Peer

Social proofCampaigning and fundraising

Social proofCampaigning and fundraising

•Share after taking action or donating

Social proofCampaigning and fundraising

•Share after taking action or donating

•Landing page crucial

Social proofCampaigning and fundraising•Share after taking action or donating•Landing page crucial•Normalise the fact that people are taking action or donating

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

http://www.socialmediaexaminer.com/split-test-facebook-page-posts-ads/

Tools and technology