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BizReport : Social Marketing : January 27, 2016


Social Roundup: Facebook, Google leading the way

Google and Facebook continue to duke it out over social shoppers. According to two new reports the online giants are the top spots for social logins - meaning consumers are using their Google and Facebook information to login to etail shops the most. What does that mean for online retailers?

by Kristina Knight

It means they have a wealth of customer data right at the login spot. Because Google has a social network and Facebook remains the largest of the social networks, customers using this information to login are also sharing their likes and preferences with retailers. This can give retailers a better picture of who they customers are.

For example, AddShoppers has released new data focused on social commerce. Based on their study of social shoppers, they've identified 'typical' social influencers - women between the ages of 25 and 34 who share social posts about five times each month. They primarily use Facebook for social login, and are sharing via Pinterest, Facebook and Twitter most often. Other interesting findings from the AddShoppers data include:

• 20% of those surveyed primarily use social logins vs. traditional logins
• Personalization in email showed a 617% higher capture rate and a 9.7% conversion rate increase
• Social 'contests' average 388% more shares and a 41% increase in email subscribers
• Social rewards - discounts for sharing, etc. - resulted in 191% more shares

Meanwhile, new data out from Gigya indicates Google is beginning to take over in the social login stream. According to researchers Facebook holds a 62% share of social logins while Google's share is 24%, but also shows that Facebook's share has dropped in certain categories. Those categories include Consumer, eCommerce, and Educational/NonProfit, and also shows an overall drop in use throughout North America and Europe.

Other interesting findings from Gigya include:

• Facebook's share dropped 2% between Q2 2015 and Q4 2015
• Google's share increased 4% during the same time period
• Facebook's share in mobile increased 4% (Q4 2015)
• Google's share increased in travel/hospitality 4% (Q4 2015)

Image via Shutterstock

Tags: AddShoppers, ecommerce, facebook, Gigya, google, social commerce, social marketing










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