By Taylor Nelson
If there's been an 'it' word in marketing during the last half decade, it would definitely be social media.
A much talked about and highly sought after medium that most businesses aren't yet using to their full potential.
In the early days of social media, the question was: Should we or shouldn't we take the plunge into social media? Now, the answer is clear. If you aren't using social media, you are missing out on a huge opportunity.
The new questions are: How do we use social media the best possible way to increase engagement and ROI? What is the next logical step?
Social login is a simple way to allow users to register on your website using one of their existing social media accounts instead of creating a brand new account (and yet another password they need to remember!).
But why would anyone invest their time and resources behind social login? What tangible benefits do you stand to gain from it?
1. Make it Easier for Users, Reduce Barriers to Entry
Knock down those walls that keep a willing visitor out of your site. I'm talking about those pesky registration forms that most of us enshrine on our websites in the name of building a database and helping our marketing efforts.
Admit it, we all hate filling out registration forms. Allowing users to login with an existing account they already have, like a social account, is a far easier and frictionless way of creating a user ID for them on your site.
According to research by Monetate, the time spent by users on an average website which offers social login is 127 percent higher than on sites that do not allow social login.
The same study showed that 64 percent of users are more likely to return to a site that remembers them without a username and password.
2. Personalized Offers Based on Social Insights
With the amount of big data we all now have access to, customers have almost come to expect – no, demand – personalization of their web experience.
Infosys carried out a study of online consumers, and found that 96 percent of users expect retailers to help them discover new products online.
This is fabulous news for websites that have social login! How?
Social logins allow you to take a peek inside the rich information that social media platforms aggregate about your customers.
Use information about your customers like their age, gender, activities that interest them, cities that they live in, and so on, to pick products or content that would be perfect for them.
Suggest such products to your users while they are on your site – browsing, buying or checking out – and you're on your way to your next sale.
3. Social Sharing
With four out of five active internet users now on social media, you need no introduction to social sharing. But social sharing, when combined with social login, gives your brand two really awesome capabilities:
- You can engage with your users better – online or offline – using social insights.
- You can get great referral traffic from encouraging your followers to share with their networks.
4. Connect With Your Users in the Real World
Be creative. Use social media to get face to face with your customer. I mean really face to face, not screen to screen. Many brands host offline events, seminars, exhibitions or even have physical stores in various cities around the globe.
Using social logins you can actually figure out where your customers are and meet them in person. Invite them to your event, send them a special coupon when they're near your store, and make social media actually turn 'likes' into footfalls.
5. Make your Users your Brand Ambassadors
People love interacting with friends on social media. People love free goodies. Most importantly, when Nielsen surveyed 25,000 online consumers for their Global Online Survey, they found that 90 percent of online consumers trust recommendations from their friends.
Put these three ideas together and you have a great referral program on your hands.
Using social login providers, you can incentivize your average customer to become a spokesperson for your brand.
Consider this: Your customer has a median of 200 friends on Facebook.
If you offer each customer a reward (coupon, gift, free passes, whatever) for every friend that they refer to your site, just imagine the potential number of customers you could reach out to.
The best part – referred customers will actually take you more seriously because a friend referred them to you.
The Final Word
So social media does not have to be this unknown that you don't have a map to. There are viable options to make a real difference to your brand by harnessing the huge potential this medium offers.
Key Takeaways:
- Does integrating social media to your site make the user experience easier for your user? Yes.
- Does it make your selling process better informed? Definitely.
- And most importantly, would your brand lose out on a giant opportunity if you don't embrace social login and social sharing?
Undoubtedly, that's a big resounding YES.
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