At the Engaging Networks Community Conference Glyn Thomas spoke about how to convert likers into supporters. Want to find out more about us? We would love to answer any questions you might have! Contact us: https://www.more-onion.com/en/get-touch-us

1. From liker to
supporter
Glyn Thomas
more onion

2. Glyn Thomas
@glynmthomas
glyn@more-onion.com

3. Outline
• Which platforms?
• Collecting email addresses
• Storytelling
• Campaigning & Fundraising
• Data analysis and split testing
• Tools and technology

5. Which platforms?
• Facebook?
• Twitter?
• Instagram?
• Pinterest?
• LinkedIn?
• Whatsapp?
• Vine? YouTube?

14. Collect email address
• Facebook sign up option

16. Collect email address
• Facebook sign up option
• Post suggesting people sign up

17. Collect email address
• Facebook sign up option
• Post suggesting people sign up
• Offer an incentive

18. Collect email address
• Facebook sign up option
• Post suggesting people sign up
• Offer an incentive
• Competition

19. Collect email address
• Facebook sign up option
• Post suggesting people sign up
• Offer an incentive
• Competition
• Twitter lead generation cards

20. 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

21. Storytelling
• Georgetown University research – people
active online with NGOs and charities

22. 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

23. 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

27. Campaigning

28. Campaigning
• Share after taking action or donating

31. 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.

32. Campaigning
• Share after taking action or donating
• Conversion rates
• Landing page crucial – test, optimize,
customize

33. Data & split testing
• Track all URLs:
• URL builder and bitly, including share URLs

34. Data & split testing
• Track all URLs:
• URL builder and bitly, including share URLs
• Landing page optimised and tested
• FB visitors vs Twitter visitors

35. 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

36. 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

38. Tools and technology