social sign-on

Target Customer Engagement

Social sign-on is a great solution to the problem that many people face: the need to have a unique user name and password for each web site that they use.

But once customers (either actual or potential) are logged into your site, that’s when the real work begins. That work is engaging those customers, keeping them engaged, and converting clicks into purchases.

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Social media can make or break a brand and few industries have had to wrestle with the implications of our social era more briskly than hospitality. Customer perceptions can change in as little time as it takes to read the headline of a bad review on TripAdvisor. But the social world is a two-way street, with attentive brands successfully engaging with customers and earning new ones in the process.

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You’ve decided to implement social sign-on on your website. That’s potentially a good move. However, there are several factors that you need to consider before implementing social sign-on.

Let’s take a look at four factors that you should consider when implementing social sign-on.

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Costumer Engagement

One of the goals for a brand or firm using social media is to drive conversions. You want to turn those visits and clicks to sales. More importantly, you want those customers to keep coming back. Achieving that is definitely not easy.

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Login with Facebook

Social Sign-On is a form of authentication that allows end-users to register and login to websites with existing social identities such as their Facebook, Google or Twitter accounts. With 75% of consumers inclined to leave websites that require registration, Social Sign-On remedies many common conversion headaches and has been quickly embraced. Additionally, it broadens reach, increases engagement and tap into valuable social APIs.  

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This article is part of a series titled “Social Success Stories” in which we explore social media successes by platforms and organizations.

Gone are the days when corporate websites acted as walled gardens that worked independently from one another and from their users. Brand discussions, loyalty and trust are now cultivated on Facebook and Twitter rather than on proprietary websites.  It’s little wonder why. In one recent study, 71 percent of consumers cited product reviews from friends and family as the primary influence on their purchasing decisions (Booz & Co, 2011). Statistics like this have lured brands large and small to the social space where conversations take place and brands are now defined.

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