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Brands increasingly adopting Facebook Login for customer data

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3rd Jul 2013
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Marketers are increasingly taking advantage of Facebook’s social sign-on solution and page tab applications to glean basic customer data for better insight and targeted marketing.  

Neolane undertook two studies aimed at exploring how marketers leverage Facebook with the first analysing a sample of 150 leading websites in the same regions to determine how they are implementing Facebook Login and the second looked at the page tab applications of the 150 most popular Facebook brand pages in the US, UK and France.

 The first study, which analysed the use of Facebook Login – which allows visitors to log into websites or to complete forms using their previously registered Facebook credentials – across 150 leading websites in the US, UK and France found that the social sign-on solution is being increasingly implemented for consumers’ easiness.

The solution also enables brands to get fresh, reliable data that they can use to better understand their customers and deliver more personalised interactions across channels, said the report.

The findings showed that the volumes of monthly active users (MAUs) that grant access to their Facebook profile information range between 28,000 and 70,000, depending on industries. Websites in the media, entertainment, sports and e-commerce industries drive the largest user volumes, with twice as many users than other sectors, according to the findings.

Additionally, the survey showed that brands appear to be focusing on access to basic information with the top three most requested pieces of data being email address, birthday and location.

The second report, showed that around one in four Facebook brand pages has an app requiring a social opt-in, with France leading the pack (28%) followed by the US (24%) and UK (19%). In terms of most requested data by page tab apps, the research found that email, birthday and likes were most popular.

Consumer packaged goods (CPG) companies were shown to use social opt-in the most whilst the most popular apps were shown to be service apps, contests and games.

Stéphane Dehoche, president and CEO at Neolane, said of the findings: “With 1.1 billion users actively sharing details spanning all aspects of their lives, Facebook is perhaps the largest, richest and most accurate database ever.

“While brands continue to employ strategies to engage their community of fans, our analysis reveals that they’re also increasingly leveraging Facebook to capture and enrich customer data.  With consumer expectations for relevant, personalised experiences rising, marketers can’t afford to ignore this still largely untapped goldmine.”

MyCustomer.com recently examined the arrival of the Facebook hashtag and asked a number of experts how marketers can use the feature to benefit their brand. 

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