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Custom story makes the content more interesting
https://developers.facebook.com/docs/opengraph
Use Twitter cards to pull more information
into Twitter
More calls to action and context
Add tracking codes to your URLs
Pre-populated tweets doubled click through rate (CTR)
Twitter card integration increased CTR by >50%
Facebook shares have higher CTR than likes
Custom Stories have double CTR of likes or shares
#socgiving @jon_bedford
3 assumptions around sharing
to look good to your friends
to help raise more money
to get more friends involved
#socgiving @jon_bedford
5 copy variations
# 1: You’re an amazing person. Share your donation.
# 2: Want to get more people involved? Share your donation.
# 3: Share your donation to raise even more for this cause.
# 4: Help your friend raise even more money by sharing their page…
# 5: Think your friends might care about this too?
#socgiving @jon_bedford
Bigger buttons = more clicks
#socgiving @jon_bedford
Tripled sharing to Facebook
Doubled sharing to Twitter
Takeaways
#socgiving @jon_bedford
# 1: in the right context, social is awesome for fundraising
# 2 “slacktivism” does actually have an impact
# 3: Think about the content people share
# 4: Test ways to encourage sharing
Jonathan Waddingham - @jon_bedford
Social Product Manager @JustGiving
Download the white paper at bit.ly/Slackt1vsm
#socgiving