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The Power of social sign in and Authentication

Wouter de Wit
May 23, 2018 at 11:53 AM

In this blog, Wouter de Wit, Principal Solution Architect at iWelcome, shares his insights and experience on the growing importance of offering social network integration in the registration process.

Why do we need Social Sign In?

We all too often experience the hassle of providing too much of your personal data on a website to register for yet another account with yet another password you will fail to remember just to be able to order a book online. These types of user-unfriendly registration processes are known conversion killers. Users expect great service and, when this is not offered, have a host of alternatives to choose from and will turn away. Converting an unknown user to a known individual all the way through to a trusted and value-added customer is not just important: it is the only way to stay in business.

Social sign in can help reduce that hassle and set the first step in the process of converting an unknown user into a trusted, value added customer. There are a number of well-known advantages to social sign in. People will remember their credentials; the Networks are always available; and people will return easily with a one-click authentication process.

In addition, there is the endless potential of new customers and users signed in through their social networks can easily like and share the items just purchased from you with their social network. This adds exposure and it is known that consumers are more likely to purchase a product or service if it is endorsed by someone they know.

The most important Social Sign In Types

Nowadays, most organisations add some sort of social network to their marketing capabilities. ‘The big ones’ like Facebook, Google and Twitter are almost always there. But just adding ‘the big ones’ because they are big and have large user populations does not mean it is the right choice for your organisation. When we speak to clients about adding Social Registration and Authentication to their service, we always speak about their target audience, their positioning and what they want to achieve by adding each network. It often turns out that only a select sub-set of networks add real value. For instance, an insurance company targeting young adults might be better off with Facebook and Instagram than with LinkedIn whilst a consulting firm might be better off with LinkedIn and not with Facebook. Even though this may seem obvious, it is something that needs to be considered.

What holds most organisations from integrating social login options?

Integrating social networks seems difficult. Most organisations that do not deploy social networks in their consumer identity management solutions are held back by fear of complexity, specifically when it comes to collecting data from the network in a GDPR conform manner (i.e. with consent). Questions like ‘How do I get the user to provide consent when connecting to Facebook?’ or ‘Is it secure?’ are commonly heard in onboarding projects. The fear is mostly unjust. With a well-set strategy and the correct partner, it can be a smooth process.

Social Login and Authentication as integral part of your CIAM solution

Obviously, it’s not just about social sign in and authentication. You still need a state-of-the-art Consumer Identity & Access (CIAM) service that can take those social registered users up to trusted and value-added customers that have full control over their user profile and their consent lifecycle. And which adheres to the GDPR, something that cannot be managed by the Social networks. When done right, this CIAM service will help you convert unknown individuals into long lasting customers with a love for your brand. Guess who’s service can do that for you? ;-)

Feel free to repost this blog on your website or social channels! But when you do so, please be so kind to mention the source and give us a notice via marketing@iwelcome.com.

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