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
Social Media Sign-Onsfor Subscription Sites
Letting site visitors create accounts using Facebook, Twitter, LinkedIn, Google+ & other social media platforms
Why Should You Use Social Media Sign-Ons?
“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
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.
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.”
And nearly half of respondents admit to leaving a website rather than going through the trouble of resetting a password or answering security questions.
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
What Subscription Sites Need to Know
Social media sign-on options are usually presented on a navigation or catfish bar.
Site visitors can then choose which social media platform to login with. Or they can choose “regular registration” with an email and password.
You can also ask current registered users or paying subscribers to link their account with a social media account.
Or, if an existing user tries to login with a social media account, you can cue them to link accounts.
If the visitor is not logged into their social media account, the social media platform will prompt for that.
The selected social media platform then asks the visitor for permission to link their account to your website and share information.
You can alter these permissions requests.
These permissions requests will also vary by social media platform.
Not so popular an option with me!
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.
…or offer them your usual conversion offers.
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.
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!
Options for Integrating Social Media Sign-Ons
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.
Easily install multiple platforms
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 MediaPlatforms to Use
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:
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
Fewer users, but tend to be high influencers.
No email address given at all.
Link Info for Twitter 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
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
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.
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.
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!
You may want to have 3 options for linking accounts:
For existing users, you can encourage them to login with a social media account
Maybe another time
Useful Links & Resources