Have you ever wondered how a particular brand knows so much about you that they keep sending relevant discount offers, including at times when you need them the most? It is not magic, nor is it luck. These offers are a result of the brand being able to obtain some solid customer insights that have helped it create a timely marketing message that is extremely relevant to your needs.
While there are plenty of traditional data collection techniques, like web analytics and monitoring a particular customer’s purchase behavior, there is another wealth of consumer data that is just waiting to be tapped and this data is sitting on a consumer’s social profile across different networks, like Facebook and Twitter. The question is – how do you get access to this rich social data that is essentially the most credible first party data that you can get ahold of?
The answer lies in social login.
By integrating a social sign on, you get a ton of benefits, one of them being deep customer insights by capturing social data.
Social Login and Social Data
When you implement social login on your site, the overt benefit that you are offering your customers is seamless login with their preferred social media accounts. So, if a user wants to log in to your site with his Facebook account, he can. And when he does this, he bypasses the long, drawn-out new user registration process that leads to the creation of yet another user name and password that needs to be remembered.
Offering users a frictionless sign on process improves login conversions. But there is another benefit that a social login plugin brings to the table – the ability to capture data that is highly accurate. We’re not talking ‘sentiment’ data here but ‘real’ data. Marketers no longer have to draw inferences about customer characteristics based on their purchase and/or website behavior. This social data helps you get more clarity about the individual, his/her needs and requirements, preferences and dislikes.
Permission Based Access
What you – the marketer with social login – are getting is the permission to access profile information from a particular user’s social network (the one which they used to log in to your site). The way it works is like this – say a user chooses to login with their Facebook identity, a permission screen will greet them asking to share their profile data with the website. The identity provider chosen by the user determines the kind of data you can capture. In this case, it’s Facebook, so you can access birth date, relationship status, interests, etc. If the user had logged in with their LinkedIn identity, you could have access to their work history, skills, and so on.
Social login gives you access to this data; it also stores it in normalized format in your database. This allows you to pair this data with other third-party applications you might be using to draw a clearer picture of the customer.
A Social Data Strategy
A social login provider such as LoginRadius helps you capture more than 200+ data points from a user’s profile. As can be imagined, this is a lot of information and as a result, you have multiple options as to what to do with it. You could either enable as many permissions as possible or be selective about the data you capture. No prizes for guessing that the latter is a better choice. This is why you need to keep refining your social login strategy vis-à-vis access to permission based social data in order to leverage the maximum benefit from it. Rather than capturing an immense amount of data that you will need to sort through later, acquire only that information which is aligned with your marketing plan and you can put to good use.
The idea is to deliver value back to the customer with the data you’ve accessed through relevant content. So, make sure you are very clear about what you’ll do with the data you gather and how it is aligned with your larger content marketing strategy.
Customer Insights through Social Login
A user’s profile information on a social network is usually current and accurate, because most of it is visible to their friends and family. This means that this data is more accurate than what you can get through a normal registration process. Social data has more accuracy and dependability, enabling you to segment customers and make highly personalized offers. The customer insights drawn from this data can help you create a better user experience and engage with the customers at a far more personal level than otherwise possible.
This leads to your content being shared, re-shared and discussed, resulting in more social media referral traffic and ultimately higher sales.
Social login helps you socialize your web property and ensures that you do not have to look anywhere else other than easily accessible social networks to get rich customer insights. It acts as the bridge between your target market and your website. You don’t really have to try too hard to get critical customer insights if you’ve implemented social sign on correctly: A user logs in, you get his permission to access information he’s already entered, and you have access to some amazing numbers instantaneously.
What you do with this data is completely your call. But make sure you use it well. The difference between success and failure for a business today depends on how well it has understood its customer and how it has put this understanding to use. The first part is taken care of by social login; it is the second part you need to excel at.