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“The	
  Value	
  of	
  Social	
  Sign-­‐on	
  	
  
and	
  the	
  Registered	
  User”	
  
Results	
  from	
  a	
  Na;onal	
  Online	
  Survey	
  and	
  
In-­‐depth	
  Interviews	
  with	
  Market	
  Prospects	
  

September	
  2,	
  2010	
  
Conducted	
  by:	
                            Commissioned	
  by:	
  
Execu;ve	
  Summary	
  

•  Leading	
  publishers	
  and	
  retailers	
  place	
  a	
  high	
  value	
  on	
  registered	
  users	
  but	
  
   are	
  working	
  harder	
  than	
  ever	
  to	
  gather	
  less	
  informa;on.	
  Why?	
  Customers	
  
   are	
  not	
  willing	
  to	
  recreate	
  and	
  manage	
  an	
  iden;ty	
  and	
  password	
  on	
  every	
  
   site	
  they	
  visit.	
  	
  	
  

•  The	
  most	
  common	
  tac;cs	
  for	
  driving	
  registra;ons	
  in	
  this	
  environment,	
  
   from	
  asking	
  for	
  minimal	
  informa;on	
  to	
  running	
  promo;ons,	
  are	
  not	
  
   sufficient	
  for	
  companies	
  who	
  need	
  both	
  richer	
  customer	
  informa;on	
  and	
  
   lower	
  acquisi;on	
  costs	
  to	
  grow	
  profitably.	
  

•  To	
  solve	
  the	
  tradeoff	
  between	
  a	
  streamlined	
  registra;on	
  process	
  and	
  
   crea;ng	
  a	
  rich	
  user	
  profile,	
  the	
  majority	
  of	
  respondents	
  have	
  implemented	
  
   or	
  plan	
  to	
  implement	
  social	
  sign-­‐on,	
  enabling	
  people	
  to	
  register	
  with	
  an	
  
   exis;ng	
  social	
  iden;ty.	
  	
  	
  

•  Business	
  decision-­‐makers	
  see	
  myriad	
  benefits	
  of	
  social	
  sign-­‐on,	
  including	
  
   improved	
  targe;ng,	
  posi;ve	
  buzz,	
  increased	
  loyalty	
  and	
  ul;mately	
  
   increased	
  revenue.	
  	
  The	
  vast	
  majority	
  also	
  believe	
  these	
  benefits	
  are	
  both	
  
   important	
  and	
  achievable	
  for	
  their	
  companies.	
  

                                                                                                                      2	
  
The	
  Registered	
  User	
  




                                3	
  
Registra;on	
  Rates	
  	
  
  On	
  average,	
  half	
  of	
  visitors	
  to	
  E-­‐commerce	
  sites	
  are	
  registered	
  users.	
  	
  Penetra;on	
  at	
  Online	
  
   Publishing	
  sites	
  is	
  slightly	
  lower.	
  
                                                                         Registered	
  Users	
  as	
  a	
  %	
  of	
  Visitors	
  
                                                                              53%	
                                                                                44%	
  
                                                                            average	
                                                                            average	
  



                                                                             13%	
  
                                                                                                                                                                   10%	
  



                    Legend:	
  %	
  of	
  visitors	
  who	
  are	
           31%	
                                                                                 28%	
  
                          registered	
  users	
  

                                     76-­‐100%	
  
                                     51-­‐75%	
  
                                     26-­‐50%	
                                                                                                                    18%	
  
                                     1-­‐25%	
  
                                                                             33%	
  



                                                                                                                                                                   33%	
  

                                                                             16%	
  


                                                                       E-­‐commerce	
                                                                      Publishers	
  
                                                                           Q:	
  In	
  a	
  typical	
  month,	
  about	
  what	
  percentage	
  of	
  visitors	
  to	
  
                                                                                                your	
  website	
  are	
  “registered	
  users”?	
  	
  
                                                                                                                                                                               4	
  
Registra;on	
  Rates	
  
  In	
  in-­‐depth	
  interviews,	
  these	
  business	
  decision-­‐makers	
  describe	
  how	
  hard	
  they	
  are	
  working	
  to	
  
   drive	
  registra;on.	
  	
  Respondents	
  talk	
  about	
  a	
  mul;tude	
  of	
  online	
  and	
  offline	
  strategies.	
  
  They	
  have	
  also	
  streamlined	
  the	
  registra;on	
  process,	
  and	
  are	
  capturing	
  less	
  data	
  on	
  registrants.	
  

       “[Registra+on	
   has]	
   increased	
   because	
   we	
   have	
   increased	
   our	
   footprint	
   in	
   different	
   ways	
   because	
  
       we've	
   done	
   some	
   great	
   integra+ons…[describes	
   TV	
   shows,	
   Facebook,	
   TwiCer,	
   and	
   blog]…have	
  
       definitely	
  engaged	
  more	
  new	
  people.	
  We're	
  also	
  seeing	
  a	
  lot	
  of	
  [our	
  video	
  content]	
  geHng	
  picked	
  up	
  
       on	
  a	
  lot	
  of	
  different	
  blogs,	
  which	
  is	
  then	
  leading	
  more	
  visitors	
  back	
  to	
  our	
  site,	
  and	
  the	
  conversion	
  rate	
  
       is	
  geHng	
  higher	
  on	
  that.”	
  (Retail)	
  
       “We	
   partnered	
   with	
   [television	
   program]	
   to	
   run	
   a	
   cover	
   contest.	
   In	
   order	
   to	
   vote	
   you	
   have	
   to	
   register.	
  	
  
       You	
  have	
  entered	
  and	
  now	
  what	
  you	
  do	
  is	
  we've	
  made	
  it	
  really	
  easy	
  for	
  you	
  to	
  go	
  on	
  Facebook	
  and	
  
       say	
  ‘go	
  vote	
  for	
  me.’	
   	
  It	
  is	
  not	
  revolu+onary	
  but	
  it	
  is	
  very	
  effec+ve	
  in	
  terms	
  of	
  bringing	
  people	
  to	
  the	
  
       site,	
   geHng	
   more	
   registra+on	
   and,	
   hopefully,	
   building	
   more	
   [loyal]	
   users.	
   Facebook	
   referrals	
   have	
  
       shot	
   through	
   the	
   roof.	
  	
   I	
   can't	
   give	
   you	
   hard	
   numbers	
   but	
   I	
   can	
   say	
   that	
   they	
   are	
   1000	
   percent	
   higher	
  
       than	
  they	
  were	
  before.”	
  (Online	
  Publisher)	
  	
  


       “They've	
  remained	
  rela+vely	
  the	
  same.	
  We	
  have	
  actually	
  adapted	
  our	
  registers	
  somewhat,	
  because	
  
       people	
   used	
   to	
   be	
   willing	
   to	
   do	
   more,	
   give	
   you	
   more	
   informa+on,	
   and	
   now	
   we're	
   asking	
   for	
   less.	
  	
  
       We've	
  tried	
  to	
  reduce	
  the	
  barrier	
  as	
  people	
  become	
  more	
  wary	
  about	
  sharing	
  informa+on,	
  but	
  if	
  we	
  
       hadn't	
  done	
  that	
  our	
  rates	
  would	
  have	
  dropped	
  precipitously	
  I	
  am	
  sure.”	
  (Online	
  Publisher)	
  

       “We	
  re-­‐launched	
  our	
  site	
  in	
  April	
  and	
  once	
  we	
  re-­‐launched	
  it,	
  the	
  actual	
  log-­‐in	
  process	
  and	
  sign-­‐up	
  
       process	
   is	
   much	
   easier.	
   It	
   has	
   had	
   some	
   [impact	
   on	
   registra+on	
   rates].	
   	
   We've	
   seen	
   -­‐-­‐	
   I	
   can't	
  
       remember	
  the	
  numbers	
  right	
  oVand	
  but	
  there	
  was	
  a	
  slight	
  bump.	
   	
  It	
  wasn't	
  significant.	
  I	
  think	
  it	
  is	
  
       around	
  a	
  2	
  or	
  3	
  percent.”	
  (Travel)	
  
                                                                                                                                                                                                  5	
  
Value	
  of	
  A	
  Registered	
  User	
  
    Two-­‐thirds	
  of	
  survey	
  respondents	
  feel	
  that	
  registered	
  users	
  are	
  a	
  lot	
  more	
  valuable	
  than	
  those	
  who	
  
     have	
  not	
  registered	
  at	
  their	
  site.	
  	
  This	
  is	
  consistent	
  across	
  the	
  two	
  audiences.	
  



                                          Value	
  of	
  Registered	
  User	
  vs.	
  Unregistered	
  User	
  

                                           A	
  lot	
  more	
  valuable	
                                                         Neutral	
                              A	
  lot	
  less	
  valuable	
  

                               10	
                                 9	
                              8	
                               5-­‐7	
                                0-­‐4	
                             DK/NA	
  
                                                                            65%	
  


   Publishers	
                           31%	
                                    13%	
                          21%	
                                          30%	
                              6%	
  

                                                                            65%	
  


E-­‐Commerce	
                       26%	
                                     18%	
                              21%	
                                19%	
                    7%	
           9%	
  



                       Q13:	
  How	
  would	
  you	
  compare	
  the	
  value	
  of	
  registered	
  users	
  with	
  those	
  who	
  have	
  visited	
  but	
  not	
  registered	
  at	
  your	
  website?	
  




                                                                                                                                                                                                                              6	
  
Value	
  Dimensions	
  
  In	
  open-­‐ended	
  discussions,	
  decision-­‐makers	
  ar;culate	
  several	
  key	
  ways	
  that	
  registered	
  users	
  
   provide	
  value	
  to	
  their	
  organiza;on.	
  
  These	
  were	
  validated	
  by	
  the	
  quan;ta;ve	
  survey	
  findings.	
  


             Loyalty	
                  Word	
  of	
  Mouth	
                Targe;ng	
                      Bokom-­‐line	
  

    •  Engaged	
                     •  Promote	
  to	
               •  Know	
  who	
  they	
          •  Purchase	
  more	
  
    •  Reliable	
                       network	
                        are:	
  preferences	
             products,	
  with	
  
    •  Can	
  build	
  a	
           •  Variety	
  of	
  viral	
         and	
  behaviors	
                greater	
  
       Rela;onship	
                    communica;ons	
               •  Richer	
  profile	
                frequency	
  
    •  Sa;sfied	
                     •  User-­‐generated	
               informa;on	
                   •  Alpha	
  shoppers	
  
    •  Frequency	
  of	
                comment:	
                    •  Target	
  emails,	
            •  Complete	
  check-­‐
       visits	
                         quan;ty	
  and	
                 promo;ons,	
                      out	
  process	
  
                                        quality	
                        coupons	
                      •  Spend	
  more	
  
    •  Page	
  views	
  
                                                                      •  Follow-­‐up	
  ajer	
             money	
  
    •  Time	
  spent	
  on	
                                             shopping	
  
       site	
                                                                                           •  Data	
  to	
  drive	
  
                                                                      •  Trends	
  drive	
                 adver;sing	
  
                                                                         business	
                        revenue	
  
                                                                         decisions	
  
Value:	
  Loyalty	
  
          Majori;es	
  agree	
  that	
  registered	
  users	
  are	
  more	
  loyal	
  and	
  engaged	
  than	
  the	
  average	
  visitor.	
  	
  
           Companies	
  are	
  able	
  to	
  build	
  a	
  rela;onship	
  with	
  this	
  audience,	
  crea;ng	
  a	
  reliable	
  and	
  sa;sfied	
  base	
  
           who	
  visit	
  the	
  site	
  more	
  frequently	
  and	
  generate	
  more	
  page	
  views.	
  
                               Loyalty,	
  Rela;onship,	
  and	
  Engagement	
  
                                           %	
  who	
  agree	
  with	
  each	
  statement	
  
                                                                                                                                                 “A	
   registered	
   user	
   is	
   a	
   much	
   more	
   loyal	
   user	
   and	
   a	
  
                                                                                                                                                 prosely+zer	
   for	
   you,	
   a	
   grassroots	
   recruiter.	
   	
   They	
   are	
  
 Easier	
  to	
  engage	
  and	
  build	
  a	
                                                                                                   much	
   more	
   affiliated	
   with	
   the	
   site	
   and	
   they	
   do	
   more	
  
                                                                            85%	
  
             rela;onship	
                                                                                                                       work	
   for	
   you,	
   so	
   once	
   you	
   get	
   somebody	
   to	
   register,	
  
                                                                                                                                                 presumably	
   it	
   is	
   because	
   you	
   have	
   given	
   them	
  
                              More	
  loyal	
                              82%	
                                                                 something	
  that	
  they	
  like	
  and	
  they	
  come	
  back	
  and	
  visit	
  
                                                                                                                                                 more.”	
  (Online	
  Publisher)	
  
                                                                                                                                                 “We	
  find	
  registered	
  users	
  come	
  to	
  our	
  site	
  more	
  o:en	
  
Visit	
  the	
  site	
  more	
  frequently	
                              74%	
                                                                  and	
   they	
   come	
   back	
   more	
   frequently.	
   The	
   registered	
  
                                                                                                                                                 users	
   stay	
   on	
   our	
   site	
   longer;	
   they	
   search	
   through	
  
                                                                                                                                                 more	
   pages,	
   look	
   at	
   more	
   informa+on;	
   whereas	
   non-­‐
 Spend	
  more	
  ;me	
  on	
  the	
  site	
                              74%	
  
                                                                                                                                                 registered	
   users,	
   while	
   we	
   don't	
   know	
   who	
   they	
   are,	
  
                                                                                                                                                 they	
   may	
   have	
   booked.	
   	
   We	
   know	
   that	
   they	
   clicked	
  
                         More	
  reliable	
                              72%	
                                                                   through	
   from	
   some	
   site	
   to	
   our	
   site	
   or	
   whatever.	
   We	
  
                                                                                                                                                 know	
   that	
   we	
   have	
   that	
   visitor.	
   	
   We	
   don't	
   know	
  
                                                                                                                                                 anything	
  about	
  them.”	
  (Travel)	
  
   Generate	
  more	
  page	
  views	
                                  68%	
                                                                    “Registered	
   users	
   are	
   typically	
   members	
   of	
   our	
  
                                                                                                                                                 organiza+on,	
   they	
   are	
   more	
   likely	
   to	
   use	
   our	
   services	
  
                                                                                                                                                 compared	
   to	
   non-­‐registered	
   users.	
   	
   They	
   are	
   more	
  
         They	
  are	
  more	
  sa;sfied	
                                67%	
  
                                                                                                                                                 familiar	
   with	
   the	
   site,	
   more	
   familiar	
   with	
   our	
   product,	
  
                                                                                                                                                 more	
  familiar	
  with	
  our	
  services.”	
  (Electronics)	
  


                  Q:	
  Below	
  are	
  some	
  reasons	
  that	
  organiza;ons	
  have	
  said	
  registered	
  users	
  are	
  
                valuable	
  to	
  their	
  organiza;on.	
  	
  Please	
  indicate	
  if	
  you	
  agree	
  or	
  disagree	
  with	
  each.	
                                                                                                      8	
  
Value:	
  Word	
  of	
  Mouth	
  
  That	
  loyalty	
  translates	
  into	
  posi;ve	
  word	
  of	
  mouth	
  for	
  the	
  brand.	
  	
  Three-­‐quarters	
  of	
  the	
  market	
  
   agree	
  that	
  registered	
  users	
  are	
  more	
  likely	
  to	
  provide	
  more/beker	
  user-­‐generated	
  content,	
  and	
  
   promote	
  the	
  brand	
  virally.	
  	
  	
  

                                                                                                                                       “I	
   would	
   say	
   [registered	
   users]	
   are	
   much	
  
                   Posi;ve	
  Buzz,	
  Viral,	
  and	
  Word-­‐of-­‐Mouth	
  
                                 %	
  who	
  agree	
  with	
  each	
  statement	
                                                      more	
   likely	
   to	
   share	
   the	
   brand	
   with	
   their	
  
                                                                                                                                       friends.	
   	
  Much	
  more	
  likely	
  to	
  interact	
  with	
  
                                                                                                                                       the	
   brand	
   more	
   than	
   once…We	
   obviously	
  
                                                                                                                                       look	
   to	
   those	
   people	
   as	
   the	
   alpha	
  
       More	
  likely	
  to	
  generate	
  
                                                                                                                                       shoppers,	
   and	
   they	
   are	
   the	
   ones	
   who	
   will	
  
                                                                           74%	
                                                       comment	
   on	
   a	
   blog	
   post,	
   who	
   will	
   share	
  
        comments/reviews	
  
                                                                                                                                       something	
   they've	
   bought	
   online,	
   who	
  
                                                                                                                                       consistently	
  reference	
  us.	
   	
  They	
  will	
   Tweet	
  
                                                                                                                                       [about]	
   us	
   that	
   they	
   love	
   the	
   store,	
   that	
  
                                                                                                                                       sort	
   of	
   thing.	
  	
   So	
   they	
   are	
   the	
   ones	
   that	
   we	
  
                                                                                                                                       feel	
   are	
   taking	
   the	
   brand	
   message	
   outside	
  
  More	
  likely	
  to	
  promote	
  our	
  
                                                                           74%	
  
                                                                                                                                       of	
   our	
   communica+ons	
   into	
   the	
   social	
  
  company	
  to	
  social	
  network	
                                                                                                 space.”	
  (Retail)	
  
                                                                                                                                       “They	
   are	
   more	
   likely	
   to	
   write	
   a	
   review,	
  
                                                                                                                                       rather	
   than	
   just	
   give	
   it	
   a	
   star.	
   	
   They	
   are	
  
                                                                                                                                       also	
   more	
   likely	
   to	
   write	
   more	
   reviews	
   over	
  
                                                                                                                                       +me.”	
  (Retail)	
  



        Q:	
  Below	
  are	
  some	
  reasons	
  that	
  organiza;ons	
  have	
  said	
  registered	
  users	
  are	
  
      valuable	
  to	
  their	
  organiza;on.	
  	
  Please	
  indicate	
  if	
  you	
  agree	
  or	
  disagree	
  with	
  each.	
                                                                                               9	
  
Value:	
  Targe;ng	
  
             Large	
  majori;es	
  also	
  point	
  to	
  their	
  ability	
  to	
  target	
  content	
  and	
  promo;ons	
  to	
  registrants,	
  as	
  well	
  as	
  
              follow-­‐up	
  with	
  them	
  ajer	
  purchase.	
  
                                                                                                                                                     “We	
   have	
   ac+vely	
   started	
   CRM	
   our	
   customer	
  
                                                                                                                                                     rela+on	
   management	
   tools	
   and	
   because	
   of	
  
                                                 Targe;ng	
  Communica;ons	
                                                                         that	
   we	
   have	
   been	
   able	
   to	
   target	
   -­‐-­‐	
   if	
   you	
  
                                              %	
  who	
  agree	
  with	
  each	
  statement	
                                                       don't	
   register,	
   we	
   can't.	
   	
   But	
   what	
   we	
   can	
   do	
  
                                                                                                                                                     with	
   someone	
   who	
   is	
   registered,	
   we	
   can	
   then	
  
                                                                                                                                                     track	
   them	
   and	
   send	
   email	
   messages	
   for	
  
                                                                                                                                                     specials.	
   	
   So	
   certainly	
   there	
   is	
   an	
   opportunity	
  
More	
  profile	
  informa;on	
  about	
                                                                                                              to	
  get	
  more	
  relevant	
  communica+on	
  from	
  us	
  if	
  
                                                                                 85%	
  
them	
  to	
  target	
  more	
  effec;vely	
  
                                                                                                                                                     you	
   register	
   or	
   if	
   you	
   just	
   come	
   on	
   our	
   site	
   and	
  
                                                                                                                                                     look	
   for	
   stuff,	
   we	
   have	
   no	
   way	
   of	
   really	
  
                                                                                                                                                     communica+ng	
  to	
  you.”	
  (Travel)	
  
  Easier	
  to	
  follow-­‐up	
  with	
  them	
                                 82%	
  
                                                                                                                                                     “We	
  profile	
  our	
  users	
  by	
  geographic	
  region,	
  by	
  
                                                                                                                                                     age	
   group,	
   by	
   gender,	
   and	
   we	
   can	
   use	
   it	
   for	
  
                                                                                                                                                     targeted	
   events	
   mailing,	
   or	
   targeted	
  
                                                                                                                                                     marke+ng,	
                       and	
                       targeted	
  
    Know	
  who	
  they	
  are/they	
  are	
  
                                                                                 80%	
                                                               adver+sing.”	
  	
  (Electronics)	
  
             authen;cated	
  

                                                                                                                                                     “We	
   get	
   a	
   lot	
   more	
   value	
   from	
   registered	
  
                                                                                                                                                     visitors	
  because	
  you	
  can	
  look	
  at	
  their	
  behavior	
  
                                                                                                                                                     trending	
   over	
   +me,	
   and	
   that	
   intelligence	
   can	
  
                                                                                                                                                     help	
  drive	
  business	
  decisions.”	
  (Electronics)
                      Q:	
  Below	
  are	
  some	
  reasons	
  that	
  organiza;ons	
  have	
  said	
  registered	
  users	
  are	
  
                    valuable	
  to	
  their	
  organiza;on.	
  	
  Please	
  indicate	
  if	
  you	
  agree	
  or	
  disagree	
  with	
  each.	
                                                                                                    10	
  
Value:	
  Bokom-­‐line	
  
             Nine-­‐in-­‐ten	
  say	
  that	
  registered	
  users	
  are	
  more	
  likely	
  to	
  purchase	
  their	
  products	
  and	
  services,	
  and	
  
              posi;vely	
  impact	
  they	
  bokom	
  line.	
  


                                                      Revenue/BoIom-­‐line	
                                                                        “They	
   are	
   more	
   likely	
   to	
   complete	
   the	
  
                                             %	
  who	
  agree	
  with	
  each	
  statement	
                                                       check-­‐out	
   process,	
   and	
   then	
   we	
   can	
  
                                                                                                                                                    follow-­‐up	
   with	
   them	
   aber	
   the	
  
                                                                                                                                                    transac+on.”	
  (Retail)	
  

           More	
  likely	
  to	
  purchase	
                                                                                                       “We	
   can	
   offer	
   them	
   more	
   coupons	
   and	
  
                                                                                90%	
  
             products/services	
  
                                                                                                                                                    send	
  other	
  mailings.	
   	
  They	
  get	
  good	
  deals,	
  
                                                                                                                                                    and	
   a	
  quality	
   shopping	
   experience.	
  	
   And	
   if	
  
More	
  likely	
  to	
  posi;vely	
  impact	
                                                                                                       they	
   are	
   registered	
   users	
   and	
   they	
  
                                                                                90%	
  
             bokom	
  line	
                                                                                                                        abandon	
   the	
   shopping	
   cart,	
   we	
   can	
  
                                                                                                                                                    actually	
  email	
  those	
  abandoners.”	
  (Retail)	
  
     More	
  likely	
  to	
  complete	
  the	
  
                                                                                85%	
                                                               “Because	
   adver+sers	
   are	
   s+ll	
   grading	
   on	
  
         check	
  out	
  process	
  
                                                                                                                                                    page	
   views	
   and	
   uniques.	
   If	
   you	
   can	
   raise	
  
                                                                                                                                                    the	
  number	
  of	
  uniques	
  and	
  those	
  number	
  
 Buy	
  more/spend	
  more	
  money	
                                       72%	
                                                                   of	
  page	
  views	
  then	
  yes	
  –	
  they	
  do	
  have	
  an	
  
                                                                                                                                                    impact	
   on	
   revenue.	
   	
   It	
   is	
   s+ll	
   just	
   a	
  
                                                                                                                                                    numbers	
  game.”	
  (Online	
  Publisher)	
  



                     Q:	
  Below	
  are	
  some	
  reasons	
  that	
  organiza;ons	
  have	
  said	
  registered	
  users	
  are	
  
                   valuable	
  to	
  their	
  organiza;on.	
  	
  Please	
  indicate	
  if	
  you	
  agree	
  or	
  disagree	
  with	
  each.	
                                                                                 11	
  
Social	
  Sign-­‐on:	
  Awareness,	
  	
  
Implementa;on,	
  Benefits	
  




                                             12	
  
Awareness	
  of	
  Social	
  Sign-­‐on	
  
    Nine-­‐in-­‐ten	
  surveyed	
  say	
  they	
  have	
  heard	
  of	
  Social	
  Sign-­‐On.	
  




                                                                                                  Social	
  Sign-­‐on	
  Awareness	
  
Ques;on	
   wording:	
   Have	
   you	
   heard	
   of	
  
                                                                                                                        Not	
  sure	
  
solu;ons	
  that	
  allow	
  website	
  visitors	
  to	
  sign	
  in	
                                                    2%	
  
                                                                                         Have	
  not	
  heard	
  of	
  
or	
  register	
  at	
  a	
  website	
  using	
  an	
  exis;ng	
  social	
                        6%	
  
iden;ty	
   through	
   Facebook,	
   Twiker,	
   Yahoo,	
  
Google,	
   LinkedIn,	
   or	
   another	
   provider?	
  	
  
Example:	
  


                                                                                                                             Yes,	
  heard	
  of	
  
                                                                                                                                    92%	
  




                                                                                             E-­‐commerce:                                  	
  92%	
  aware	
  
                                                                                             Online	
  Publisher:                           	
  92%	
  aware	
  


                                                                                                                                                                   13	
  
Social	
  Sign-­‐On	
  Implementa;on	
  
      Majori;es	
  of	
  survey	
  respondents	
  say	
  that	
  they	
  are	
  implemen;ng	
  or	
  planning	
  to	
  put	
  a	
  social	
  
       registra;on	
  solu;on	
  in	
  place	
  in	
  the	
  future.	
  	
  
      Direc;onally,	
  it	
  appears	
  that	
  online	
  publishers	
  are	
  further	
  ahead	
  of	
  online	
  retailers	
  on	
  social	
  
       registra;on.	
  	
  

                            Social	
  Sign-­‐On	
  Implementa;on	
  or	
  Planned	
  Implementa;on	
  

                     Fully	
  implemented	
                                                                                                                                        Not	
  planned	
  

Fully	
  implemented	
     Implementa;on	
  in	
  progress	
                 Planned	
  -­‐	
  next	
  12	
  months	
            Planned	
  -­‐	
  next	
  13-­‐24	
  months	
        Not	
  planned	
      Not	
  sure	
  




    Publishers	
                           31%	
                                            28%	
                                 15%	
            3%	
          15%	
             8%	
  
          n=39	
                                                                                                                                                                              Among	
  those	
  who	
  say	
  	
  
                                                                                                                                                                                              not	
  planned	
  (n=34)	
  
                                                                                                                                                                                              Interested:	
  41%	
  
                                                                                                                                                                                              Neutral:	
  41%	
  
                                                                                                                                                                                              Not	
  interested:	
  18%	
  
E-­‐Commerce	
                   18%	
                       18%	
                             21%	
                       11%	
                               31%	
  
          n=61	
  

                                             Q:	
  Please	
  describe	
  your	
  company’s	
  plans	
  to	
  implement	
  a	
  Social	
  Sign-­‐On	
  solu;on.	
  




                                                                                                                                                                                                                        14	
  
Importance	
  of	
  Social	
  Sign-­‐on	
  Benefits	
  
       Large	
  majori;es	
  see	
  all	
  of	
  the	
  poten;al	
  benefits	
  of	
  Social	
  Sign-­‐on	
  as	
  important.	
  	
  	
  

                                                                    Importance	
  
                                                            %	
  who	
  view	
  as	
  important	
  

    Increase	
  engagement/rela;onship	
                                       84%	
                       “It	
   seems	
   to	
   me	
   that	
   you	
   get	
   more	
  
                                                                                                           informa+on	
   about	
   the	
   person,	
   based	
   on	
  
  Richer	
  profile	
  informa;on	
  to	
  target	
  
               and	
  customize	
  
                                                                              80%	
                        what	
  they've	
  got	
  on	
  their	
  profile	
  or	
  what	
  
                                                                                                           they've	
  got	
  stored	
  on	
  their	
  social	
  media	
  or	
  
        Easier	
  to	
  share	
  informa;on	
  and	
  
        promote	
  organiza;on	
  to	
  social	
                              77%	
                        their	
  account.	
  It	
  is	
  an	
  easy	
  way	
  to	
  sign	
  up.	
  	
  
                          network	
                                                                        It	
   also	
   I	
   think	
   gives	
   a	
   really	
   nice	
   -­‐-­‐	
   just	
   kind	
  
    Link	
  between	
  org’s	
  site	
  and	
  user’s	
  
                                                                              75%	
                        of	
  a	
  forward	
  thinking	
  approach	
  to	
  how	
  do	
  
                social	
  network	
  
                                                                                                           you	
   get	
   people	
   engaged	
   and	
   connec+ng	
  
             Impact	
  my	
  org’s	
  bokom	
  line	
                         75%	
  
                                                                                                           with	
   them	
   at	
   another	
   level,	
   that	
   is	
   more	
  
                                                                                                           progressive,	
   I	
   guess	
   is	
   kind	
   of	
   the	
  
                                                                                                           word.”	
  (Travel)	
  
               Increase	
  registered	
  visitors	
                          74%	
  

   Richer	
  profile	
  informa;on	
  to	
  share	
                                                         “I	
   look	
   at	
   this	
   through	
   my	
   revenue	
   lens	
  
                                                                              73%	
  
               with	
  adver;sers	
                                                                        and	
   anything	
   that	
   gives	
   me	
   the	
   chance	
   to	
  
     Good	
  for	
  org's	
  image	
  -­‐	
  forward	
                                                     sell	
  a	
  membership	
  or	
  a	
  product	
  alongside	
  
                                                                              73%	
  
   thinking,	
  customer-­‐centric	
  solu;on	
                                                            this	
   is	
   helpful,	
   or	
   to	
   create	
   a	
   las+ng	
  
                                                                                                           rela+onship	
  that	
  can	
  lead	
  to	
  one	
  of	
  those	
  
             Simplify	
  registra;on	
  process	
                            72%	
                         fulfillments,	
   is	
   going	
   to	
   be	
   good.”	
   (Online	
  
                                                                                                           Publisher)	
  
Verifies/authen;cates	
  user’s	
  iden;ty/
           email	
  address	
  
                                                                           69%	
  


                  Q20:	
  Below	
  are	
  some	
  poten;al	
  benefit…How	
  important	
  are	
  each	
  
                      to	
  your	
  organiza;on	
  when	
  considering	
  such	
  a	
  solu;on?	
                                                                                                             15	
  
Likelihood	
  Social	
  Sign-­‐on	
  Benefits	
  Will	
  Be	
  Achieved	
  
  Importantly,	
  most	
  respondents	
  find	
  the	
  benefits	
  to	
  be	
  believable	
  and	
  achievable	
  with	
  Social	
  
   Sign-­‐on	
  implementa;on.	
  	
  	
  

                                                           Social	
  Sign-­‐On	
  Benefits	
                                         Customer-­‐Centric:	
   “One	
   of	
   the	
   benefits	
   of	
   Social	
  
                                                %	
  who	
  say	
  benefit	
  will	
  likely	
  be	
  achieved	
                     Sign-­‐on	
   to	
   the	
   organiza+on	
   is	
   that	
   most	
  
                                                                                                                                    customers	
   are	
   reluctant	
   to	
   manage	
   their	
   accounts	
  
  Richer	
  profile	
  informa;on	
  to	
  target	
  
               and	
  customize	
  
                                                                                    81%	
                                           online	
  because	
  of	
  the	
  hassle	
  of	
  registering	
  them	
  -­‐-­‐	
  
                                                                                                                                    the	
   registra+on	
   process	
   takes	
   too	
   long.	
   	
   Now,	
   if	
  
          Easier	
  to	
  share	
  and	
  promote	
                                                                                 we	
   can	
   somehow	
   minimize	
   that	
   process,	
   they	
  
         organiza;on	
  to	
  social	
  network	
  
                                                                                   78%	
  
                                                                                                                                    will	
  be	
  greatly	
  benefited.”	
  	
  (Electronics)	
  
   Increase	
  engagement/rela;onship	
                                             77%	
  
                                                                                                                                    Social	
   Networking:	
   “They	
   say	
   that	
   the	
   average	
  
   Link	
  between	
  org’s	
  site	
  and	
  user’s	
  
                                                                                   74%	
                                            person	
   has	
   133	
   friends,	
   so	
   if	
   you	
   make	
   it	
   easier	
  
               social	
  network	
                                                                                                  for	
  one	
  of	
  those	
  people	
  to	
  share	
  something,	
  you	
  
                                                                                                                                    are	
   poten+ally	
   reaching	
   another	
   133	
   people.	
   	
   So	
  
            Impact	
  my	
  org’s	
  bokom	
  line	
                              73%	
  
                                                                                                                                    the	
  reach	
  is	
  going	
  to	
  get	
  bigger	
  and	
  so	
  therefore	
  
           Verifies/authen;cates	
  user’s	
                                                                                         you	
   might	
   have	
   more	
   user-­‐generated	
   content.	
   	
   I	
  
              iden;ty/email	
  address	
  
                                                                                  72%	
                                             think	
   it	
   would	
   definitely	
   increase	
   the	
  
                                                                                                                                    quan+ty.”	
  (Retail)	
  
              Increase	
  registered	
  visitors	
                                 71%	
  
  Richer	
  profile	
  informa;on	
  to	
  share	
  
                                                                                                                                    Simplify	
   and	
   Increase	
   Registra;on:	
   “You	
   always	
  
              with	
  adver;sers	
  
                                                                                  70%	
                                             want	
   to	
   lower	
   the	
   barrier	
   to	
   entry,	
   so	
   if	
  
                                                                                                                                    somebody	
   is	
   already	
   signed	
   up,	
   they	
   are	
   signed	
  
            Simplify	
  registra;on	
  process	
                                 68%	
                                              up.	
   	
   They	
   don't	
   have	
   to	
   give	
   you	
   any	
   more	
  
                                                                                                                                    informa+on.	
   	
  It	
  is	
  easier	
  for	
  them.	
   	
  The	
  easier	
  it	
  is	
  
    Good	
  for	
  org's	
  image	
  -­‐	
  forward	
  
                                                                               65%	
                                                for	
   them,	
   the	
   more	
   likely	
   they	
   are	
   to	
   sign	
  
  thinking,	
  customer-­‐centric	
  solu;on	
  
                                                                                                                                    up.”	
  (Online	
  Publisher)	
  

                      Q:	
  If	
  you	
  have	
  or	
  were	
  to	
  implement	
  this	
  kind	
  of	
  solu;on	
  at	
  your	
  
                           organiza;on’s	
  website,	
  how	
  likely	
  would	
  each	
  scenario	
  be?	
                                                                                                                        16	
  

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The Value of Social Sign-On and Registered Users

  • 1. “The  Value  of  Social  Sign-­‐on     and  the  Registered  User”   Results  from  a  Na;onal  Online  Survey  and   In-­‐depth  Interviews  with  Market  Prospects   September  2,  2010   Conducted  by:   Commissioned  by:  
  • 2. Execu;ve  Summary   •  Leading  publishers  and  retailers  place  a  high  value  on  registered  users  but   are  working  harder  than  ever  to  gather  less  informa;on.  Why?  Customers   are  not  willing  to  recreate  and  manage  an  iden;ty  and  password  on  every   site  they  visit.       •  The  most  common  tac;cs  for  driving  registra;ons  in  this  environment,   from  asking  for  minimal  informa;on  to  running  promo;ons,  are  not   sufficient  for  companies  who  need  both  richer  customer  informa;on  and   lower  acquisi;on  costs  to  grow  profitably.   •  To  solve  the  tradeoff  between  a  streamlined  registra;on  process  and   crea;ng  a  rich  user  profile,  the  majority  of  respondents  have  implemented   or  plan  to  implement  social  sign-­‐on,  enabling  people  to  register  with  an   exis;ng  social  iden;ty.       •  Business  decision-­‐makers  see  myriad  benefits  of  social  sign-­‐on,  including   improved  targe;ng,  posi;ve  buzz,  increased  loyalty  and  ul;mately   increased  revenue.    The  vast  majority  also  believe  these  benefits  are  both   important  and  achievable  for  their  companies.   2  
  • 4. Registra;on  Rates       On  average,  half  of  visitors  to  E-­‐commerce  sites  are  registered  users.    Penetra;on  at  Online   Publishing  sites  is  slightly  lower.   Registered  Users  as  a  %  of  Visitors   53%   44%   average   average   13%   10%   Legend:  %  of  visitors  who  are   31%   28%   registered  users   76-­‐100%   51-­‐75%   26-­‐50%   18%   1-­‐25%   33%   33%   16%   E-­‐commerce   Publishers   Q:  In  a  typical  month,  about  what  percentage  of  visitors  to   your  website  are  “registered  users”?     4  
  • 5. Registra;on  Rates     In  in-­‐depth  interviews,  these  business  decision-­‐makers  describe  how  hard  they  are  working  to   drive  registra;on.    Respondents  talk  about  a  mul;tude  of  online  and  offline  strategies.     They  have  also  streamlined  the  registra;on  process,  and  are  capturing  less  data  on  registrants.   “[Registra+on   has]   increased   because   we   have   increased   our   footprint   in   different   ways   because   we've   done   some   great   integra+ons…[describes   TV   shows,   Facebook,   TwiCer,   and   blog]…have   definitely  engaged  more  new  people.  We're  also  seeing  a  lot  of  [our  video  content]  geHng  picked  up   on  a  lot  of  different  blogs,  which  is  then  leading  more  visitors  back  to  our  site,  and  the  conversion  rate   is  geHng  higher  on  that.”  (Retail)   “We   partnered   with   [television   program]   to   run   a   cover   contest.   In   order   to   vote   you   have   to   register.     You  have  entered  and  now  what  you  do  is  we've  made  it  really  easy  for  you  to  go  on  Facebook  and   say  ‘go  vote  for  me.’    It  is  not  revolu+onary  but  it  is  very  effec+ve  in  terms  of  bringing  people  to  the   site,   geHng   more   registra+on   and,   hopefully,   building   more   [loyal]   users.   Facebook   referrals   have   shot   through   the   roof.     I   can't   give   you   hard   numbers   but   I   can   say   that   they   are   1000   percent   higher   than  they  were  before.”  (Online  Publisher)     “They've  remained  rela+vely  the  same.  We  have  actually  adapted  our  registers  somewhat,  because   people   used   to   be   willing   to   do   more,   give   you   more   informa+on,   and   now   we're   asking   for   less.     We've  tried  to  reduce  the  barrier  as  people  become  more  wary  about  sharing  informa+on,  but  if  we   hadn't  done  that  our  rates  would  have  dropped  precipitously  I  am  sure.”  (Online  Publisher)   “We  re-­‐launched  our  site  in  April  and  once  we  re-­‐launched  it,  the  actual  log-­‐in  process  and  sign-­‐up   process   is   much   easier.   It   has   had   some   [impact   on   registra+on   rates].     We've   seen   -­‐-­‐   I   can't   remember  the  numbers  right  oVand  but  there  was  a  slight  bump.    It  wasn't  significant.  I  think  it  is   around  a  2  or  3  percent.”  (Travel)   5  
  • 6. Value  of  A  Registered  User     Two-­‐thirds  of  survey  respondents  feel  that  registered  users  are  a  lot  more  valuable  than  those  who   have  not  registered  at  their  site.    This  is  consistent  across  the  two  audiences.   Value  of  Registered  User  vs.  Unregistered  User   A  lot  more  valuable   Neutral   A  lot  less  valuable   10   9   8   5-­‐7   0-­‐4   DK/NA   65%   Publishers   31%   13%   21%   30%   6%   65%   E-­‐Commerce   26%   18%   21%   19%   7%   9%   Q13:  How  would  you  compare  the  value  of  registered  users  with  those  who  have  visited  but  not  registered  at  your  website?   6  
  • 7. Value  Dimensions     In  open-­‐ended  discussions,  decision-­‐makers  ar;culate  several  key  ways  that  registered  users   provide  value  to  their  organiza;on.     These  were  validated  by  the  quan;ta;ve  survey  findings.   Loyalty   Word  of  Mouth   Targe;ng   Bokom-­‐line   •  Engaged   •  Promote  to   •  Know  who  they   •  Purchase  more   •  Reliable   network   are:  preferences   products,  with   •  Can  build  a   •  Variety  of  viral   and  behaviors   greater   Rela;onship   communica;ons   •  Richer  profile   frequency   •  Sa;sfied   •  User-­‐generated   informa;on   •  Alpha  shoppers   •  Frequency  of   comment:   •  Target  emails,   •  Complete  check-­‐ visits   quan;ty  and   promo;ons,   out  process   quality   coupons   •  Spend  more   •  Page  views   •  Follow-­‐up  ajer   money   •  Time  spent  on   shopping   site   •  Data  to  drive   •  Trends  drive   adver;sing   business   revenue   decisions  
  • 8. Value:  Loyalty     Majori;es  agree  that  registered  users  are  more  loyal  and  engaged  than  the  average  visitor.     Companies  are  able  to  build  a  rela;onship  with  this  audience,  crea;ng  a  reliable  and  sa;sfied  base   who  visit  the  site  more  frequently  and  generate  more  page  views.   Loyalty,  Rela;onship,  and  Engagement   %  who  agree  with  each  statement   “A   registered   user   is   a   much   more   loyal   user   and   a   prosely+zer   for   you,   a   grassroots   recruiter.     They   are   Easier  to  engage  and  build  a   much   more   affiliated   with   the   site   and   they   do   more   85%   rela;onship   work   for   you,   so   once   you   get   somebody   to   register,   presumably   it   is   because   you   have   given   them   More  loyal   82%   something  that  they  like  and  they  come  back  and  visit   more.”  (Online  Publisher)   “We  find  registered  users  come  to  our  site  more  o:en   Visit  the  site  more  frequently   74%   and   they   come   back   more   frequently.   The   registered   users   stay   on   our   site   longer;   they   search   through   more   pages,   look   at   more   informa+on;   whereas   non-­‐ Spend  more  ;me  on  the  site   74%   registered   users,   while   we   don't   know   who   they   are,   they   may   have   booked.     We   know   that   they   clicked   More  reliable   72%   through   from   some   site   to   our   site   or   whatever.   We   know   that   we   have   that   visitor.     We   don't   know   anything  about  them.”  (Travel)   Generate  more  page  views   68%   “Registered   users   are   typically   members   of   our   organiza+on,   they   are   more   likely   to   use   our   services   compared   to   non-­‐registered   users.     They   are   more   They  are  more  sa;sfied   67%   familiar   with   the   site,   more   familiar   with   our   product,   more  familiar  with  our  services.”  (Electronics)   Q:  Below  are  some  reasons  that  organiza;ons  have  said  registered  users  are   valuable  to  their  organiza;on.    Please  indicate  if  you  agree  or  disagree  with  each.   8  
  • 9. Value:  Word  of  Mouth     That  loyalty  translates  into  posi;ve  word  of  mouth  for  the  brand.    Three-­‐quarters  of  the  market   agree  that  registered  users  are  more  likely  to  provide  more/beker  user-­‐generated  content,  and   promote  the  brand  virally.       “I   would   say   [registered   users]   are   much   Posi;ve  Buzz,  Viral,  and  Word-­‐of-­‐Mouth   %  who  agree  with  each  statement   more   likely   to   share   the   brand   with   their   friends.    Much  more  likely  to  interact  with   the   brand   more   than   once…We   obviously   look   to   those   people   as   the   alpha   More  likely  to  generate   shoppers,   and   they   are   the   ones   who   will   74%   comment   on   a   blog   post,   who   will   share   comments/reviews   something   they've   bought   online,   who   consistently  reference  us.    They  will   Tweet   [about]   us   that   they   love   the   store,   that   sort   of   thing.     So   they   are   the   ones   that   we   feel   are   taking   the   brand   message   outside   More  likely  to  promote  our   74%   of   our   communica+ons   into   the   social   company  to  social  network   space.”  (Retail)   “They   are   more   likely   to   write   a   review,   rather   than   just   give   it   a   star.     They   are   also   more   likely   to   write   more   reviews   over   +me.”  (Retail)   Q:  Below  are  some  reasons  that  organiza;ons  have  said  registered  users  are   valuable  to  their  organiza;on.    Please  indicate  if  you  agree  or  disagree  with  each.   9  
  • 10. Value:  Targe;ng     Large  majori;es  also  point  to  their  ability  to  target  content  and  promo;ons  to  registrants,  as  well  as   follow-­‐up  with  them  ajer  purchase.   “We   have   ac+vely   started   CRM   our   customer   rela+on   management   tools   and   because   of   Targe;ng  Communica;ons   that   we   have   been   able   to   target   -­‐-­‐   if   you   %  who  agree  with  each  statement   don't   register,   we   can't.     But   what   we   can   do   with   someone   who   is   registered,   we   can   then   track   them   and   send   email   messages   for   specials.     So   certainly   there   is   an   opportunity   More  profile  informa;on  about   to  get  more  relevant  communica+on  from  us  if   85%   them  to  target  more  effec;vely   you   register   or   if   you   just   come   on   our   site   and   look   for   stuff,   we   have   no   way   of   really   communica+ng  to  you.”  (Travel)   Easier  to  follow-­‐up  with  them   82%   “We  profile  our  users  by  geographic  region,  by   age   group,   by   gender,   and   we   can   use   it   for   targeted   events   mailing,   or   targeted   marke+ng,   and   targeted   Know  who  they  are/they  are   80%   adver+sing.”    (Electronics)   authen;cated   “We   get   a   lot   more   value   from   registered   visitors  because  you  can  look  at  their  behavior   trending   over   +me,   and   that   intelligence   can   help  drive  business  decisions.”  (Electronics) Q:  Below  are  some  reasons  that  organiza;ons  have  said  registered  users  are   valuable  to  their  organiza;on.    Please  indicate  if  you  agree  or  disagree  with  each.   10  
  • 11. Value:  Bokom-­‐line     Nine-­‐in-­‐ten  say  that  registered  users  are  more  likely  to  purchase  their  products  and  services,  and   posi;vely  impact  they  bokom  line.   Revenue/BoIom-­‐line   “They   are   more   likely   to   complete   the   %  who  agree  with  each  statement   check-­‐out   process,   and   then   we   can   follow-­‐up   with   them   aber   the   transac+on.”  (Retail)   More  likely  to  purchase   “We   can   offer   them   more   coupons   and   90%   products/services   send  other  mailings.    They  get  good  deals,   and   a  quality   shopping   experience.     And   if   More  likely  to  posi;vely  impact   they   are   registered   users   and   they   90%   bokom  line   abandon   the   shopping   cart,   we   can   actually  email  those  abandoners.”  (Retail)   More  likely  to  complete  the   85%   “Because   adver+sers   are   s+ll   grading   on   check  out  process   page   views   and   uniques.   If   you   can   raise   the  number  of  uniques  and  those  number   Buy  more/spend  more  money   72%   of  page  views  then  yes  –  they  do  have  an   impact   on   revenue.     It   is   s+ll   just   a   numbers  game.”  (Online  Publisher)   Q:  Below  are  some  reasons  that  organiza;ons  have  said  registered  users  are   valuable  to  their  organiza;on.    Please  indicate  if  you  agree  or  disagree  with  each.   11  
  • 12. Social  Sign-­‐on:  Awareness,     Implementa;on,  Benefits   12  
  • 13. Awareness  of  Social  Sign-­‐on     Nine-­‐in-­‐ten  surveyed  say  they  have  heard  of  Social  Sign-­‐On.   Social  Sign-­‐on  Awareness   Ques;on   wording:   Have   you   heard   of   Not  sure   solu;ons  that  allow  website  visitors  to  sign  in   2%   Have  not  heard  of   or  register  at  a  website  using  an  exis;ng  social   6%   iden;ty   through   Facebook,   Twiker,   Yahoo,   Google,   LinkedIn,   or   another   provider?     Example:   Yes,  heard  of   92%   E-­‐commerce:  92%  aware   Online  Publisher:  92%  aware   13  
  • 14. Social  Sign-­‐On  Implementa;on     Majori;es  of  survey  respondents  say  that  they  are  implemen;ng  or  planning  to  put  a  social   registra;on  solu;on  in  place  in  the  future.       Direc;onally,  it  appears  that  online  publishers  are  further  ahead  of  online  retailers  on  social   registra;on.     Social  Sign-­‐On  Implementa;on  or  Planned  Implementa;on   Fully  implemented   Not  planned   Fully  implemented   Implementa;on  in  progress   Planned  -­‐  next  12  months   Planned  -­‐  next  13-­‐24  months   Not  planned   Not  sure   Publishers   31%   28%   15%   3%   15%   8%   n=39   Among  those  who  say     not  planned  (n=34)   Interested:  41%   Neutral:  41%   Not  interested:  18%   E-­‐Commerce   18%   18%   21%   11%   31%   n=61   Q:  Please  describe  your  company’s  plans  to  implement  a  Social  Sign-­‐On  solu;on.   14  
  • 15. Importance  of  Social  Sign-­‐on  Benefits     Large  majori;es  see  all  of  the  poten;al  benefits  of  Social  Sign-­‐on  as  important.       Importance   %  who  view  as  important   Increase  engagement/rela;onship   84%   “It   seems   to   me   that   you   get   more   informa+on   about   the   person,   based   on   Richer  profile  informa;on  to  target   and  customize   80%   what  they've  got  on  their  profile  or  what   they've  got  stored  on  their  social  media  or   Easier  to  share  informa;on  and   promote  organiza;on  to  social   77%   their  account.  It  is  an  easy  way  to  sign  up.     network   It   also   I   think   gives   a   really   nice   -­‐-­‐   just   kind   Link  between  org’s  site  and  user’s   75%   of  a  forward  thinking  approach  to  how  do   social  network   you   get   people   engaged   and   connec+ng   Impact  my  org’s  bokom  line   75%   with   them   at   another   level,   that   is   more   progressive,   I   guess   is   kind   of   the   word.”  (Travel)   Increase  registered  visitors   74%   Richer  profile  informa;on  to  share   “I   look   at   this   through   my   revenue   lens   73%   with  adver;sers   and   anything   that   gives   me   the   chance   to   Good  for  org's  image  -­‐  forward   sell  a  membership  or  a  product  alongside   73%   thinking,  customer-­‐centric  solu;on   this   is   helpful,   or   to   create   a   las+ng   rela+onship  that  can  lead  to  one  of  those   Simplify  registra;on  process   72%   fulfillments,   is   going   to   be   good.”   (Online   Publisher)   Verifies/authen;cates  user’s  iden;ty/ email  address   69%   Q20:  Below  are  some  poten;al  benefit…How  important  are  each   to  your  organiza;on  when  considering  such  a  solu;on?   15  
  • 16. Likelihood  Social  Sign-­‐on  Benefits  Will  Be  Achieved     Importantly,  most  respondents  find  the  benefits  to  be  believable  and  achievable  with  Social   Sign-­‐on  implementa;on.       Social  Sign-­‐On  Benefits   Customer-­‐Centric:   “One   of   the   benefits   of   Social   %  who  say  benefit  will  likely  be  achieved   Sign-­‐on   to   the   organiza+on   is   that   most   customers   are   reluctant   to   manage   their   accounts   Richer  profile  informa;on  to  target   and  customize   81%   online  because  of  the  hassle  of  registering  them  -­‐-­‐   the   registra+on   process   takes   too   long.     Now,   if   Easier  to  share  and  promote   we   can   somehow   minimize   that   process,   they   organiza;on  to  social  network   78%   will  be  greatly  benefited.”    (Electronics)   Increase  engagement/rela;onship   77%   Social   Networking:   “They   say   that   the   average   Link  between  org’s  site  and  user’s   74%   person   has   133   friends,   so   if   you   make   it   easier   social  network   for  one  of  those  people  to  share  something,  you   are   poten+ally   reaching   another   133   people.     So   Impact  my  org’s  bokom  line   73%   the  reach  is  going  to  get  bigger  and  so  therefore   Verifies/authen;cates  user’s   you   might   have   more   user-­‐generated   content.     I   iden;ty/email  address   72%   think   it   would   definitely   increase   the   quan+ty.”  (Retail)   Increase  registered  visitors   71%   Richer  profile  informa;on  to  share   Simplify   and   Increase   Registra;on:   “You   always   with  adver;sers   70%   want   to   lower   the   barrier   to   entry,   so   if   somebody   is   already   signed   up,   they   are   signed   Simplify  registra;on  process   68%   up.     They   don't   have   to   give   you   any   more   informa+on.    It  is  easier  for  them.    The  easier  it  is   Good  for  org's  image  -­‐  forward   65%   for   them,   the   more   likely   they   are   to   sign   thinking,  customer-­‐centric  solu;on   up.”  (Online  Publisher)   Q:  If  you  have  or  were  to  implement  this  kind  of  solu;on  at  your   organiza;on’s  website,  how  likely  would  each  scenario  be?   16