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Social sign-on continues to evolve. The latest reports from social sign-in platforms Gigya and Janrain show that Facebook continues to dominate social sign-in but is plateauing, whilst Google plus is starting to pull out of its long-term downward trend. The other players maintain their smaller shares of the market.
Facebook dominates social sign on when it comes to mobile applications, but the picture is more diverse when it comes for media/publishing websites.
For more information on latest social sign on figures see the latest report from Gigya.
I've explained before why I see social sign-on as a significant technology for integrating social networks with company websites. On February 26th 2013, Google announced social Sign-In to Google+ giving this example on their developers blog: As more online services adopt Google+, this will boost awareness and use of Google+ further. For retailers, there is also an added opportunity to encourage recommendations, particularly from mobile apps. Google explains:
"When you share from an app that uses Google+ Sign-In, your friends will see a new kind of "interactive" post in their Google+ stream. Clicking will take them inside the app, where they can buy, listen to, or review (for instance) exactly what you shared".
Here is an example of this sharing feature in action:
Previously, I gave the example of Sears Social where users are able to share purchases while the company gains additional insights about the preferences of social network users that can be used for web and email targeting.
This infographic from Monetate is still relevant since it presents the benefits of a lower-friction sign-on process. I think there is still a big question over whether users want to use social sign-on for transactional sites - it's a better fit for media/publisher sites. What do you think, are you happy signing on to retail, travel or even financial services sites via a social network login? Source: Monetate
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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