Janrain, provider of User Management solutions for the social web, today announces the opening of its UK & European headquarters in London, following increasing international demand for its social media user management and engagement solutions.
As social media channels assume ever greater significance in brands’ overall marketing activities, the ability for marketers to capitalise on the wealth of insight contained in social media data becomes ever more critical. Social login – the ability for consumers to use their social media identity to register and log in to a brand’s website – is the key to bridging the gap between a company’s social media marketing and its use of the social profile data for more informed and personalised marketing activities. However, independent UK research commissioned by Janrain to be released shortly, indicates that many brands are only using social media to increase brand awareness and are failing to use the rich data available from the social login process. This in turn, is disappointing consumer demands for a more personalised brand engagement.
Russell Loarridge, European Sales Director, Janrain, explains, “There is a very rapid shift taking place in the b2c market, which brands must act on now. Most consumers are now so comfortable with social media and the concept of sharing personal detail in the public domain, that they are starting to expect brands marketing and sales activities to be able to offer a more personalised experience.”
He continues, “Every interaction between a brand and their audience – from the initial website registration process to repeat visits and marketing communications – should now be simple, quick and relevant. With 85% of UK consumers advocating that social media login should be offered by websites and indeed over 50% having already come across and used social login, it is becoming clear that companies who are not engaging with their audience in this way will lose favour and custom very rapidly to competitors who are offering a more ‘social’ experience.”
Since its inception in 2005, Janrain has pioneered the development of SaaS solutions that help organisations increase acquisition and conversion of online users by leveraging the user’s social profile. These solutions, including social login, sharing to social networks and the analytics required to measure and monitor social activities, as well as turnkey registration and social profile storage, are all designed to simplify the user’s online registration process helping with acquisition and conversion, thereby presenting the brand with the opportunity to benefit from specific social profile data that is shared at login to drive personalised engagement and more informed marketing strategies and campaigns.
Larry Drebes, founder and CEO of Janrain, adds, “An organisation’s objective should always be to engage a user on the corporate website with content, products, services or other key parts of the site. With the growth in social networks, however, many brands have set up new places where these ‘engaged users’ are sharing content, products or services, in a manner that is monitored, but uncontrolled. And this is where many organisations and retailers in particular, are falling down: they are failing to close the loop back to the corporate site and thereby failing to maximise the value of social interaction and the social information exchange.”
He continues, “Social login, however, is now enabling enlightened marketers to rectify that and once again make the corporate site the playing field.. By listening and responding to what consumers are now asking for and using the rich data that they pass to the brand at login, social login can not only drive simpler registrations but also improve customer acquisition and conversion. Using the insight gained from the social data, they are also now able to change the customer engagement model and provide more relevant communication. Finally, the concept of true one-to-one marketing is becoming realisable.”
The Janrain Customer Identity and Access Management platform helps brands build a unified view of their customers across all devices by collecting accurate customer profile data to power personalized marketing. The proprietary platform encompasses social login, registration, customer profile data storage, customer segments, customer insights, single sign-on, and engagement. Janrain powers customer identity management for brands like Pfizer, Samsung, Whole Foods, Fox News, Philips, Marvel, and Dr Pepper. Founded in 2002, Janrain is based in Portland, Oregon, with offices in London, Paris, and the Silicon Valley in California. For more information, please visit www.janrain.com and follow @janrain.