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As social media platforms continue to expand and develop, social login follows in its footsteps – providing users a simplified and often more personalized web browsing experience. Correctly utilizing social log-in services within your web content can increase consumer engagement and spread awareness of your business. Elcom’s recent ‘Chasing Engagement’ report (part 2) delves further into incorporating social login ins to your successful marketing strategies.

Australian businesses have been lacking in support for social login services, lagging behind their counterparts in the U.S. Key techniques for increasing user engagement and retention are being lost by ignoring the benefits of social login options. The sites that are using it retain a ‘memory’ of sorts from users' previous likes or purchases, allowing customization of the user experience and allowing directly targeted advertising on top of providing an avenue for ‘sharing’ of their experience to others on their social network. A significant boost in brand awareness can follow.

Access with social login

Why Social Login?

However, these positives will not occur autonomously. Consumers today are increasingly aware of and wary of their privacy, so it’s important to ensure they are getting something out of sharing their details with you. Make sure their experience is improved after logging in via a social avenue. If the services you provided are impressive, users are more likely to ‘share’ their experiences – either via word of mouth or through the social service they logged in through. The Consumer Perceptions of Social Login Study revealed that 78% of their survey respondents visited a website as a result of seeing it mentioned within their social network feeds – similarly, 72% have considered purchasing an item mentioned by peers on their social networks.

They’re also more likely to supply factually correct information in further surveys or in lead gathering exercises if your content is compelling enough. The above study also noted that 98% of consumers claim that they were mis-targeted by marketers – however 83% of said respondents also admit to providing fake or incomplete data. By improving your own offerings, you’re likely to lower this number of ‘fake’ users.

It’s up to you whether you want to include a separate, traditional style of log in (username and password held on the website) – but good customization of the user experience is always a plus.

The data you can collect via social login is immensely useful in operating your marketing strategies. You can identify your main demographic with precise accuracy and pinpoint popular content (tracking their progress via share stats etc.) - all of which can be used in conjunction with other marketing techniques outlined in Elcom’s ‘Chasing Engagement’ report to provide a succinct marketing strategy leading towards the future success of your organization.

Social Login is quickly becoming the standard for login services on a variety of websites – news, forums, online shopping and more – and almost certainly going to replace a regular login for the average user in the near future. Research from Janrain has testified to this, with 77% of consumers preferring social login to regular login and 64% of consumers wishing social login would be offered as a replacement after forgetting their login details and leaving a site. 67% of consumers also say they would be willing to offer some personal information via social login in exchange for a more personalized experience.

Check out part 2 of the Chasing Engagement report now and get a better idea of the benefits of social login in regards to data-driven marketing.

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