Social media sign ons for subscription sites
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Social Media Sign- Ons for Subscription Sites. Letting site visitors create accounts using Facebook, Twitter, LinkedIn, Google+ & other social media platforms. Table of Contents. Why Should You Use Social Media Sign-Ons? How It Works – What Subscription Sites Need to Know

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Social media sign ons for subscription sites

Social Media Sign-Onsfor Subscription Sites

Letting site visitors create accounts using Facebook, Twitter, LinkedIn, Google+ & other social media platforms


Table of contents

Table of Contents

  • Why Should You Use Social Media Sign-Ons?

  • How It Works – What Subscription Sites Need to Know

  • Options for Integrating Social Media Sign-Ons

  • Choosing Which Social Media Platforms to Use

  • Top 5 Ways to Optimize Social Media Sign-Ons

  • Useful Links & Resources


Why should you use social media sign ons

Why Should You Use Social Media Sign-Ons?


Social media sign ons for subscription sites

“Research by Forrester, Nielsen and others shows that each [customer] gained via social login is far more valuable than traditionally-registered users. Indeed, social login boosts conversion rates up to 50%, and, though the data comes from Facebook itself, it appears that these users tend to spend more timeon a website and purchase morethan non-social login users.”

“Social Login Offers New ROI from Social Media” by Larry Drebes. Published October 26,20122 at http://blogs.hbr.org/cs/2011/10/social_login_offers_new_roi_fr.html


Social media sign ons for subscription sites

3 out of every 4

Internet users leave a website rather than taking the trouble to create a new account, according to the Harvard Business Review.

Among those who do register, say they give false or incomplete information.

76%


Social media sign ons for subscription sites

77%of social media users say sites should offer social login, according to a study by Janrain.

42% of the same respondents feel companies that offer social sign-in are “more up-to-date” and “innovative.”


Social media sign ons for subscription sites

And nearly half of respondents admit to leaving a website rather than going through the trouble of resetting a password or answering security questions.


Social sign ons not just for b2c sites

Social Sign-Ons Not Just for B2C Sites!

Since installing social logins in June, Business Journals reported a 12% increase in site registrations across 40 online properties.

B2B sites can also let visitors sign-in with their Salesforce account(see slide 6), which gives you a business email address.


How it works

How It Works

What Subscription Sites Need to Know


Social media sign ons for subscription sites

Social media sign-on options are usually presented on a navigation or catfish bar.


Social media sign ons for subscription sites

Site visitors can then choose which social media platform to login with. Or they can choose “regular registration” with an email and password.


Social media sign ons for subscription sites

You can also ask current registered users or paying subscribers to link their account with a social media account.


Social media sign ons for subscription sites

Or, if an existing user tries to login with a social media account, you can cue them to link accounts.


Social media sign ons for subscription sites

If the visitor is not logged into their social media account, the social media platform will prompt for that.


Social media sign ons for subscription sites

The selected social media platform then asks the visitor for permission to link their account to your website and share information.


Social media sign ons for subscription sites

You can alter these permissions requests.


Social media sign ons for subscription sites

These permissions requests will also vary by social media platform.

Not so popular an option with me!


Social media sign ons for subscription sites

Once a visitor is logged in, you can then take them to a landing page asking for more information…

This landing page showed up after I logged into Strategy+Business with my LinkedIn account. It’s asking for more information about my past work experience.


Social media sign ons for subscription sites

…or offer them your usual conversion offers.


What you get after a visitor signs on

What You Get After a Visitor Signs-On

  • In most cases, you get access to a personal email address, along with other customer information (see slide 31 for a comparison chart of what info you’ll get from different social media platforms).

  • This information can either be automatically integrated into your email and database management systems, or stored on a third-party vendor’s cloud-based storage system.(See here, here & here for more info on the latter.)

Note: You may have to tweak your database to take full advantage of social login info since you’ll get information you’re not used to getting, like interests, gender, network connections, sharing activity, etc.


What subscription sites need to know

What Subscription Sites Need to Know

Social Sign-Ons are great for freeregistration, not paid subscriptions.

This is because you can’t charge a subscription to a social media account, with the exception of Facebook and PayPal. (And these two platforms don’t give you a credit card number. Facebook also takes a 30% cut of your revenues.)

This is what you want!


So why integrate social sign ons

So Why Integrate Social Sign-Ons?

  • Get a higher conversion rate of visitor-to-registered-user.

  • Get more customer data (see slide 31)

  • Visitors using their social media account to login are more likely to share info from your site (Each login visitor generates an average of 13 referral visitors to a site, according to Harvard Business Review.)

  • Because social networks authenticate individuals and their information, thelikelihood of false customer data and spammers goes down.


Options for integrating social media sign ons

Options for Integrating Social Media Sign-Ons


Social media sign ons for subscription sites

1

2

Direct APIs

Third-party Vendors

Some social media sites have APIs that your Webmaster can integrate into your code.

The problem is that :

You must manually update the API when it changes

You must install separate APIs for each platform

Third-party vendors can integrate multiple social media platforms with your site. Keep in mind:

Vendors vary drastically in price (from free to steep)

Users can be overwhelmed by the number of choices, so you’ll still need to select which platforms to use.

Time-consuming

Easily install multiple platforms


Selecting which option to use

Selecting Which Option To Use

Most of you will likely choose this option

Before deciding whether to use a direct API or third-party vendor, decide which social media sites you’d like your users to use.

If you only want to use one platform (and believe your users will be satisfied with one choice) and you have a great Web developer on staff, it may make sense to use a direct API.


Choosing which social media platforms to use

Choosing Which Social MediaPlatforms to Use


Facebook direct api

Facebook Direct API

2 million sites have integrated Facebook Connect and 250 million people are using it.

Facebook is by far the most popular social network.

Link Info for Facebook’s API:

http://developers.facebook.com/docs/guides/web/#login


Google direct api

Google+ Direct API

2nd most popular way to login to a website.

But offers little customer data (see comparison chart on slide 31).

Link Info for Google+ API: https://developers.google.com/+/api/oauth


Twitter direct api

Twitter Direct API

Fewer users, but tend to be high influencers.

No email address given at all.

Link Info for Twitter API:

https://dev.twitter.com/docs/auth/implementing-sign-twitter


Linkedin direct api

LinkedIn Direct API

Great for B2B sites!

LinkedIn lets users set how long your site has access to their account. Options are 1 day, 1 week, 1 month, or “until revoked.”

Link Info for LinkedIn API: https://developer.linkedin.com/documents/authentication


Comparison chart of customer information available via different social media logins

Comparison Chart of Customer Information Available via Different Social Media Logins


Information depends on users too

Information Depends on Users, Too

Your ability to get customer data will also be affected by what information a visitor has actually entered into their profile and their own permission settings.

I have intentionally left this information blank in my Facebook profile.


Top 5 ways to optimize social media sign ons

Top 5 Ways to Optimize Social Media Sign-Ons


1 offer multiple options

1. Offer multiple options

Using a third-party vendor makes this best practice easy to implement. WARNING: Don’t offer every option – it’ll overwhelm visitors. Just offer the most popular ones for your audience.See the last slide for links to some possible vendors.


2 have big buttons with icons

2. Have big buttons with icons


3 offer regular registration

3. Offer regular registration

Alwayslet visitors sign up the old-fashioned way – with an email address.

This is especially true for adult content sites!

Some visitors, especially those that are Internet-savvy, may be wary of using their social media account or want to keep certain info separate.


4 prompt for more information

4. Prompt for more information

A landing page lets you collect information that the social media platform does not give you.

But be careful! The more information you ask for, the more likely your conversions will decrease!


Or prompt to link an existing account

(Or prompt to link an existing account)

You may want to have 3 options for linking accounts:

For existing users, you can encourage them to login with a social media account

Link Now!

Maybe another time

No, thanks


5 encourage sharing

5. Encourage sharing!

  • Make sure your pages have share links for different networks, not just the social media platform a user signed-on with!

  • Send your social login customers an appreciation message.

  • Encourage them to invite their friends and network to view content on your site.


Useful links resources

Useful Links & Resources


Some options for third party vendors

Some Options for Third-Party Vendors

  • Janrain: http://janrain.com/

    • Has free option

    • Great for small to medium-sized sites

  • OneAll: http://www.oneall.com/

    • Tiered pricing (Free, $9, $29, $69, $189 monthly plans)

  • Gigya: http://www.gigya.com/social-login/

    • Great for larger sites

    • No pricing plans available on site; must get quote

  • Login Radius: https://www.loginradius.com/

    • No pricing plans available, must get quote


More resources for marketing with social media

More Resources for Marketing With Social Media

  • HOW-TO: Social Marketing with Twitter

  • HOW-TO: Getting Your Content on LinkedIn Today

  • HOW-TO: Drive Traffic With Pinterest While Protecting Your Premium Content

  • HOW-TO: Getting Started with the Facebook Ad Manager: Six Lessons to Help You Launch Your First Campaign

  • ON-DEMAND: Paid Subscription Marketing via Facebook Ads

  • CASE STUDY: Facebook Integration Fuels Growth for Genealogy Research/Social Networking Membership Site


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