Why and How to Use Social Login to Win Customers
Social login — the ability to use social network profiles from Facebook, Google+, LinkedIn, Twitter and others for online registration in a few clicks — is gaining momentum despite some public relations and implementation hiccups. If you aren't on the bandwagon, now is the time to hitch up.
According to the 2014 Consumer Research study on Social Login and Personalization by Blue Research commissioned by customer profile data management company Janrain, 88 percent of internet users polled have encountered social login and 51 percent of those are already using it.
Facebook, the leading social login provider, says there were over 10 billion social logins in 2013. These figures aren't lost on Wall Street. The New York Times recently reported consumer identity management company Gigya raised $35 million to forge ahead with its operations helping users register and set up profiles on corporate sites.
Yet despite the apparent widespread consumer acceptance — indeed expectation — to log in using social media credentials, and the resulting data gold mine available to merchants, Forrester Research's recent Social Login Brief says social login lags behind other social tactics.
Companies are still uncertain about which social tactics will bear the most fruit, and therefore appear to be parceling out resources slowly. However, as part of a deeper customer relationship approach, social login not only has some significant upsides, but research suggests may actually cost slow-to-adopt merchants failing to use the personal data being readily shared by consumers as expectations for personalized shopping experiences rise.
Blue Research's report shows that 96 percent of consumers report receiving mistargeted marketing communications, and 71 percent have received an offer that "clearly shows they don't know who I am." Of those, 94 percent take punitive action against such ill-executed campaigns such as unsubscribing from emails. Ten percent even said they would "never visit a site again."