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All About Social Media Marketing!

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									        user management platform for the social web                                                      MARKETING BRIEF

   The Engaged User: Bridging Your Website and the Social Networks

       While incorporating social media into marketing strategy is becoming standard practice, many organizations
       still struggle with how to make the most of opportunities created by social media platforms and tools. It has
       been well documented that just having a Facebook page or sending the occasional tweet are not enough to
       have a significant, sustainable impact on business results. The good news is that there are multiple ways to
       take advantage of the social media space and one of the most effective places to start is actually from your
       own website

       If we step back and look at the value of social networks, it becomes immediately obvious that just because
       there is a new ecosystem in which to operate, the fundamentals of interaction remain unchanged. The
       customer experience still matters and luckily there are multiple ways to create powerful online experiences
       that are customized to the user. The objective should be for a user who is on your website to stay engaged
       with content, products, services or other key parts of the site.

       The engaged user can now become a proponent of your content, products or services. This is similar to a
       customer picking up the phone, or telling the neighbor about a great experience they just had, or a deal they
       found. In this case you make it easy for the online user to share that information back to their friends on the
       social networks. In doing so, a bridge is created between your website and the social networks, and that bridge
       is built on the strongest marketing material available – social influence through an engaged user.

       Traffic to your website from a social media platform is, by its very nature, more valuable than traffic from
       other sources. That may be a bold statement, but when you think about what a social network like Facebook,
       Twitter, or LinkedIn has been created for, and you look at the data, it makes sense. The Nielsen Company
       published research showing that global consumers spent more than five and a half hours on social networking
       sites in December 2009 (Nielsen Blog). This represents an 82% increase from the same time a year ago.
       Facebook continues to be the number one global social networking destination and people are spending more
       time per month on the site – almost six hours according to Nielsen, but the concurrent meteorite rise in Twitter
       usage shows that consumers like variety.

       People spend time on social networks and share information with people who are interesting and important
       to them. At the same time, they are interested in learning from these same people, hearing their stories and
       experiences, and checking out what they think is important. Because trust is high among peers,

Copyright © 2010 Janrain Inc. All rights reserved.                        JANRAIN MARKETING BRIEF | | 888.563.3082   PG1
        user management platform for the social web                                                           MARKETING BRIEF

        recommendations and messages exchanged among friends are more likely to resonate than those from
        a company directly to an individual. Thus, you can augment your organization’s push marketing strategy
        (advertising or email marketing, for example) with a pull strategy that empowers your users to promote their
        online interactions with your brand to their friends on the social networks.

        Here’s how it works. You have a visitor on your website. Whether the focus of your site is commerce, content
        or community, one goal is to have that visitor log in or register and become an engaged user who can do more
        – make a purchase, contribute to the conversation with a comment or expertise, or post content. Streamlining
        the log in and registration process by enabling users to leverage an existing identity profile from Facebook,
        Google, Twitter, Yahoo, or other providers is critical.

        Once the user is engaged on your site, make it easy for that person to communicate back to the social
        networks of their choice without leaving your site. Activity-based social publishing tools enable the user to
        perform this action from within the flow of your website experience.

        Once the user publishes activity or content to

        a social network, your website has a presence
        there as well – and the presence has been
        defined by the user. This is critical to note. The
        user has found something of interest on your
        website and then called that specific piece out
        to promote to his or her community.

        The engaged user is an effective filter both
        for their community and your website. Online
        users are overwhelmed by the amount of
        information and data resources online, and
        organizations need to stand above the noise
                                                                      Figure 1: Example of a user publishing a comment from within a
        to be both heard and seen as credible. When
                                                                                     website back to a social network.
        an engaged user on your site decides to share
        information back to a social network (see Figure 1), it
        is a win for both their network and your organization. The user’s network benefits from gaining a window into
        his/her thoughts and activities online, and your organization benefits by enabling word of mouth marketing
        through its users.

Copyright © 2010 Janrain Inc. All rights reserved.                           JANRAIN MARKETING BRIEF | | 888.563.3082   PG2
        user management platform for the social web                                                           MARKETING BRIEF

       Instead of a standalone Facebook page that you need to drive traffic to, the engaged user is doing that piece
       for you. But this is just the beginning. People spend time on social networks to learn and share. When an
       engaged user on your site publishes information back to a social network, it is being viewed by people who
       are hungry to learn new information. What happens next is a benevolent circle of referral traffic. As the user
       shares their activity or content from your site to friends on a social network, the post from the initial engaged
       user drives traffic back to your site, some of whom will login and publish comments of their site activities back
       to their networks, and so on and so on.

       Many organizations that have implemented

       this functionality are seeing a range between
       6 to 25 new referral visitors for each social

       action a user shares with friends on the social

       networks. As this cycle repeats (see Figure 2)                                                  

       these organizations create a direct link to the
       social networks and a sustaining stream of new
                                                                  Figure 2: Data showing the relationship between number of posts
       referred visitors.                                                to the social networks and referral traffic generated.

       Tapping into an engaged user’s social network is
       an approach that has relevance for any type of organization. One of the challenges of crafting an effective
       social media program is how to make best use of the new tools. One popular tactic and a great first step is to
       create a Facebook fan page. This is an effective method for organizations to reach their target market directly
       on the social networks and directly push content and information. An organization can complement this
       approach by leveraging tools that tap into word of mouth marketing and utilize a pull strategy to drive users to
       their website.

       A Facebook fan page can be an influential communication platform to promote your message, but to reach
       individuals not already familiar with your brand or following you on Facebook, you still need to invest in
       outbound marketing activities to drive traffic to the fan page. Consider the more powerful scenario of a user
       influencing other users, and driving traffic back to the website at a point of activity.

       Connecting your website to the social platforms through the engaged user and empowering that user to
       be your advocate, any organization can tap into the social networks to reach new audiences. Content sites
       can enable users to interact and share their thoughts with their social network. Community sites can allow
       members to share their blogs, surveys, videos, downloads, or other site activities with friends on the social

Copyright © 2010 Janrain Inc. All rights reserved.                          JANRAIN MARKETING BRIEF | | 888.563.3082   PG3
        user management platform for the social web                                                                        MARKETING BRIEF

       networks. Commerce sites can make it easy for customers to share their purchases or product
       recommendations with friends on the social networks. These are all examples of how any organization can
       implement a strategy that leverages engaged users on
 its website as a bridge to the social networks.

       You can expand your organization’s digital
       footprint and tap into a wider set of social graphs
       by supporting multiple social platforms. While
       Facebook boasts a vast member base and robust
       social sharing features, data shows that not all
       internet users are on Facebook, and many prefer
       other social networks as a means of connecting
       and sharing information with friends. The ensuing                              Figure 3: Data showing that users publish to multiple
       sample of major U.S. media and entertainment                                                     social networks

       organizations all enable social publishing and sharing
       of user-generated content from their websites to multiple social networks.

       The bar chart in Figure 3 illustrates that user preference for content and activity sharing vary by destination.
       Your organization can engage the largest audience by casting a wide net and empowering your users to
       become brand advocates for you across multiple social networks.


        As the web continues to evolve, success will come to organizations that take advantage of new tools to reach
        target audiences and create meaningful interactions. Social media has democratized communication and
        made information sharing easier. Augmenting push marketing strategies with tools to empower your engaged
        users as a bridge between your website and the social networks will yield the most powerful results and true
        word of mouth marketing success on the social web.

        About Janrain
        Janrain helps organizations succeed on the social web with its user management platform. A key component of the platform is Janrain
        Engage, an enterprise-class, software as a service (SaaS) solution to enable a website to expedite the registration and login processes
        with a user’s third party account, import user profile information and address books, and make it easy for a user to publish website
        activity back to multiple social networks. Companies enjoy higher registration rates, increased brand awareness and qualified referral
        traffic. The end-user benefits from a faster login and a more customized online experience. Janrain Engage is the only solution to
        support 16 identity providers and social networks including, Facebook, Google, Twitter, and Yahoo! Janrain customers include industry
        leaders such as Universal Music Group, Kodak, Fox News, National Geographic Channel, and PayPal. Founded in 2005, Janrain is based in
        Portland, Oregon. For more information, please call 1-888-563-3082, or visit

Copyright © 2010 Janrain Inc. All rights reserved.                                        JANRAIN MARKETING BRIEF | | 888.563.3082   PG4

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