Posts Tagged: Social Network

Is Your Marketing Outdated? Here are 3 Steps to Get You Up to Speed

Posted On: Filed Under: Customer Experience, Social Marketing

Traditional marketing tactics are ready for an update. While brands today are sinking huge sums of money and resources into mass, impersonal messaging in the form of TV commercials and celebrity endorsements, consumers are feeling more disconnected than ever from companies trying to win them over with the same old marketing tactics.

For example, a recent market research study from Nielsen found that consumer confidence in television and magazine ads fell by 24 and 20 percent, respectively, between 2009 and 2011 alone. Another found that while only 3% of consumers would be willing to pay more than usual for a beauty product if it was endorsed by a celebrity, that number rose to almost 40% when the product was endorsed by someone they knew personally.

Much of this can be attributed to the fact that, while the “one-size-fits-all” approach to marketing used to be the standard, consumers are now demanding more relevancy. As consumers become more connected with brands, it’s important that the messages being communicated are tailored to customers’ individual interests, actions and behaviors.

Here are 3 steps to help you ditch your outdated marketing strategies and replace cookie-cutter messaging with consumer relevance.

1. Allow consumers to connect with your brand using a social identity

Letting consumers log into your website, app, or other platform using a social network keeps them from having to go through lengthy registration processes, which translates to more logins.
Research shows that users want a more efficient experience when interacting with brands on specific platforms as well as across devices. When you understand their identities, you have the ability to give them both cohesive cross-channel experiences and relevance across touch points, considerably streamlining their visit.

Fact:

In terms of overall user acquisition, social login can boost conversion rates by more than 90% by reducing registration and checkout processes to just a few clicks.

2. Use 1st party data to personalize the user experience

As consumers log into your website using their social networks, they’re giving you access to huge amounts of personal data that, when combined with their behavioral data, can be used to craft a much more holistic view of the user. As they authenticate their identities with your brand, they’re giving you a chance to make a genuine connection. When used responsibly, this information can be used to provide users with more personalized and relevant experiences.

Fact:

Three in four surveyed say they prefer giving their business to brands which deliver a more customized and pertinent environment.

3. Encourage them to share with their friends

Another benefit of having customers connect to your website via their social identity is that it makes interacting with your brand and with other potential users much easier. 90% of consumers admit that their purchase decisions are influenced by consumer ratings and reviews, so you should give them a forum for that to happen. The idea is to make your web property into more of a community of loyal, active users that regularly engage with your brand.

Ratings and reviews, for example, gives customers the chance to share their thoughts on specific pages and products. Additionally, implementing comments also allows users to share their thoughts on any content; and connecting reviews and comments with sharing lets these users automatically post their feedback to their social networks, driving more traffic to your pages.

Fact:

Customers referred to your pages by other customers have a conversion rate 137% as high as ones that weren’t.

One Size Doesn’t Fit All

Getting consumers to notice and interact with your brand requires treating them less like IP addresses and more like humans. The root of the problem is that consumers are feeling more disconnected than ever from brands that think that they can be won over using the impersonal, mass marketing techniques of the past. It’s time to reevaluate your “one-size-fits-all” approach and get smart about connecting with your audience.

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3 Best Practices for Accessing Customer Identity

Posted On: Filed Under: Big Data, Customer Experience, Social Marketing 1 Comment on 3 Best Practices for Accessing Customer Identity

Want to know a surefire way to deplete your business’s resources and time? Invest in poor data. It doesn’t take a data expert to recognize that inaccurate user information only damages your business’s effectiveness and revenue streams. According to IBM, poor data can cost businesses 20-30% of their operating revenue.

We’ve written in the past about how third-party data strategies are crumbling in the face of more informative, accurate first-party data insights, but learning how to actually capture, manage, and leverage this “good data” is another story in and of itself.

This blog post goes over three best practices for gaining access to permission-based consumer data, with real world use cases to demonstrate each point.

Best Practice #1: Give them a reason to register and sign-in

When it comes to first-party data collection, you want to be crystal clear with your customers about why they should grant you permission to access their social profile information in the first place. After all, why would anybody share their personal data with a corporation unless there was some inherent benefit involved?

Kate Spade Saturday does an exemplary job of communicating the benefits of registering for an account on saturday.com.

In the above example, Kate Spade Saturday tells customers that they can receive early access to new products and free gifts just for registering for a site account. That’s not a bad incentive to register, if you ask us.

By providing context around why a customer should share his or her identity with your business, you can convert more users while fostering satisfaction and trust.

Best Practice #2: Offer login choices

When it comes to site registration and login, choice is king. The reason for this is simple: no single business can expect all their consumers to be on the same social network.

To drill this point home, we pulled data from thousands of our clients’ social login implementations to determine which social providers were most popular among users:

Despite Facebook’s dominance as a social provider, the data shows a significant distribution of logins with other social network providers like Google+, Yahoo!, Twitter, and LinkedIn.

By offering multiple social login choices, businesses can increase their registration conversions as consumers authenticate their social identities. In the example below, American Idol offers four social registration choices that they found most relevant to their user base — Facebook, Twitter, Google+, and Foursquare.

As a rule of thumb, we’ve generally found that social login dialogs featuring at least three different providers perform the best. American Idol features four login options here, increasing the likelihood that their customers will authenticate their social identities on-site.

Best Practice #3: Request data at the appropriate moments

As we’ve already discussed earlier, relevance and context are crucial elements of unlocking customer identities. In the same vein, finding the right time to ask customers to provide more information for an improved user experience is both important and necessary for understanding your users in deeper, more meaningful ways.

In the example below, The Independent improves the reader experience by allowing readers to see what content their friends are engaging with.

In the lower righthand corner, which we’ve outlined in yellow here, the publisher lets readers connect their Facebook accounts to initiate a social reading experience. When users choose to turn this option on, The Independent displays a dialog to call the Facebook permissions needed to provide this experience.

Why Relevance Leads to Relevance

As businesses refine their customer engagement strategies, they should focus their efforts on offering relevance and context by offering the right social provider options at the right moments and communicating the value of social login clearly. Providing relevance results in more social login conversions, which in turn allows you to more easily create relevant, customized experiences that will engage more users.

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Social Login: What CMOs Should Know – Infographic

Posted On: Filed Under: Infographics, Marketing Resources, Social Marketing

Social login makes registration and sign-in easy for users, but what are the impacts on businesses? For one, studies show that socially logged-in users spend more time engaging with the website and are more likely to purchase products. Social login also gives businesses access to an accurate database of their customers’ preferences, backgrounds, and contact information, which can be leveraged for targeted marketing campaigns.

Other benefits of social login include increased account registrations, increased return on advertising spend, and reduced support costs.

The impact of social login for businesses is invaluable. But we’ll let the numbers speak for themselves. See the following infographic for a closer look at how social login impacts any digital marketing strategy:

Read more on “Social Login: What CMOs Should Know – Infographic” »

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Gigya Partners with Google to Launch Google+ Sign-in Across the Web

Posted On: Filed Under: Gigya Updates, Social Marketing 1 Comment on Gigya Partners with Google to Launch Google+ Sign-in Across the Web

Earlier this quarter, Google sank its teeth deeper into social with the launch of Google+ Sign-in, which allows third-party websites to integrate Google+ as a social registration and login option.

Today, we’re excited to announce that we have integrated the new Google+ Sign-in into Gigya’s Social Login and deployed it across client sites such as AmericanIdol.com (Fox Broadcasting Company).

To help businesses gain a deeper understanding of how Google+’s new sign-in adds value to websites that offer it as a registration and login option, we’ve pulled together some ways Google+ Sign-in creates more streamlined user experiences.

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3 Things to Know about Social Data

Posted On: Filed Under: Big Data, Marketing Resources, Social Marketing 1 Comment on 3 Things to Know about Social Data

Social data has undoubtedly become one of the most important metrics in marketing today. However, a recent study by eMarketer indicates that a large gap exists between the relevancy of social data to marketing today and what marketers actually understand about social analytics. According to the report, 53 percent of marketers plan to make greater use of real-time data in 2013. Despite this, many marketing professional with years of experience in the industry are still in a bind over just how this wealth of information can and should be used to increase conversions and drive user engagement.

As social data continues to grow in volume and prominence, it’s increasingly important for marketers to effectively leverage it to improve best practices and foster customer relationships. Because ultimately, what’s the use in having lots of user data if you can’t use it to benefit your business?

To shed some light on this subject, we’ve boiled Social Data 101 down to three points to give readers a more holistic understanding of exactly what social data is and how it can be used:

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What Facebook’s Graph Search Means for Businesses

Posted On: Filed Under: Gigya Updates, Social Marketing

facebook graph searchImagine this: It’s Friday evening and you’re making last-minute dinner plans with friends. Tired of your usual local spots, you type the following query into the search bar: “fun restaurants nearby.” The search pulls up a list of restaurants within a 10-mile radius of your current location, sorted by the number of likes and check-ins from your social network.

Facebook’s new Graph Search aims to do exactly that–make online search personal.

The implications of Graph Search for users are clear: Facebook members will soon gain access to a searchable database of their friends’ interests and whereabouts. However, the initial impact of Graph Search on businesses is often not so obvious.

Below are a few ideas about what Graph Search means for businesses:

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With Big Data Comes Big Responsibility

Posted On: Filed Under: Big Data, Social Marketing

In commemoration of Data Privacy Day, we’re exploring the implications of social data as both an instrumental marketing tool and a privacy concern for businesses.

As more and more users sign in and input personal data into social networks like Facebook, Twitter, and Google, these sites accumulate mountains of actionable insight into their users’ backgrounds, interests, and purchasing habits. Businesses that tap into this user data can better understand their customers and gain a huge leg up over their competitors.

Sounds like a marketer’s dream, right? There’s a catch: Social data comes hand-in-hand with big responsibility. More specifically, businesses with access to social data must exercise transparency over data usage and make it a priority to uphold users’ privacy rights.

Users are both concerned about their privacy and generally uncomfortable with the idea of handing over personal data to corporations. In the wake of these concerns, it’s increasingly important for businesses to communicate clearly with their online audiences about how their personal information is being stored and leveraged.

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How Businesses Can Build Trust

Posted On: Filed Under: Marketing Resources

In commemoration of Data Privacy Day, we’re exploring the implications of social data as both an instrumental marketing tool and a privacy concern for businesses.

Trust is paramount for any business looking to establish a loyal customer base. A study from the SDA Bocconi revealed a direct correlation between customer trust, advocacy, and spend.

tust

Below are three simple principles that businesses can live by to establish trust and credibility.

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Shop.org Summit + Rise of Social Commerce (#rsc10) = The Future of Social Shopping

Posted On: Filed Under: Gigya Updates

Two major events over the past few weeks focused their agendas on the future of retail: Shop.org’s Annual Summit and the Altimeter Group’s Rise of Social Commerce.  Here are some of the key trends that emerged and our takeaways:

Trend #1: Seamless experiences across platforms
Technologies are beginning to break down the walls between online stores and their bricks and mortar counterparts.  Retailers are eager for greater integration between platforms.  The Altimeter Group calls this “Frictionless commerce.”  Technologies and user experiences that were highlighted include:

  • Geo location (passive and active) so that retailers and recognize you in-store before you reach the register.
  • Mobile experiences that are relevant wherever you want to shop, e.g. providing m-commerce outside of the store and price comparison tools and coupon options within the store.
  • Shopping with friends online in a way that is as satisfying and effective as the group shopping experience in-store. Wet Seal and Levi’s are retailers who has been testing heavily.
  • Facebook becoming a commerce platform – potentially competing in the future with ecommerce platforms like IBM WebSphere.

Key Takeaway: While some of these technologies are early stage, enabling people to use an existing social identity on any device will be a key element of unifying the retail experience across platforms, giving retailers a powerful way to link data and systems.

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Applying Social Technologies – Part 4

Posted On: Filed Under: Social Marketing

– Continued from 7/20/09.  This is the final post in the Applying Social Technologies series.

GIGYA SOCIALIZE

Gigya Socialize is a social API aggregator built to address the challenges of integrating social APIs.   Gigya Socialize makes it easy for publishers and brands to increase traffic, registrations and engagement.  Specific benefits include:

  • Single API integration: Publisher sites who integrate the single Gigya Socialize API have access to the available social and identity APIs from Facebook, MySpace, Twitter, Yahoo, Gmail and AOL.  Right now, IT departments are spending valuable time learning about OpenID, installing and configuring open source libraries, customizing integrations with existing infrastructure and maintaining the latest features and capabilities of available APIs.  Gigya Socialize removes these barriers so publishers and brands that want to take advantage of social technologies can do so without having to develop new technical expertise upfront.
  • Management of API updates: API updates released by social networks and identity providers are managed by dedicated Gigya engineers, enabling sites to implement more functionality without requiring ongoing technical support or resources.
  • Integration of new APIs: As social APIs open up, Gigya engineers will add them to the Gigya Socialize API allowing publisher and brand sites to access the functionality of these APIs without having to integrate them separately.
  • Off-the-shelf integration components: To help publisher sites quickly take advantage of the existing social APIs, Gigya Socialize has three off-the-shelf components.  These components include: the Login component, which allows users to login to a publisher site using their social network credentials; the Friend Selector, which allows users to invite their friends to join them on the site; and the Live Event component, which allows users to update their status and engage other users in real time.
  • Plug-ins to portals, blogs and directory sites:  Gigya offers Drupal and WordPress plug-ins to make it easier for sites built on these platforms to authenticate users via Facebook, MySpace, Twitter and other Open Id providers and increase site traffic by posting user status updates to the newsfeeds of users’ social networks.
  • Full-service and onsite support: Gigya provides full-service support to publishers who have unique issues or questions about how to integrate the product.  Additionally, Gigya offers a fee-based enterprise support program that can provide onsite resources for organizations that want a Gigya engineer for dedicated integration or other support.

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