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10 Best Practices to Drive on-Site Engagement

10 Best Practices to Drive on-Site Engagement

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Published by Mark Cowan
10 Best Practices to drive on-site engagement
10 Best Practices to drive on-site engagement

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Published by: Mark Cowan on Feb 07, 2012
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02/07/2012

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user management platform for the social web
white paper 
JANRAIN WHITE PAPER |www.janrain.com | 888.563.3082 PG2 Copyright © 2011 Janrain Inc. All rights reserved.
Introduction
Today’s web user has a number of fundamentalexpectations about what they should be able to doonline. Regardless of the type of website (media,entertainment, retail, etc), users are increasinglyexpecting an element of social interactivity. This changein behavior creates new acquisition and engagementopportunities for marketers.This paper explores best practices for incorporatingthe following social tools into your site, including keyconsiderations for how, when, why and where to integratesocial components, as well as real-world examples.Components covered:
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1
Leverage Existing Social Identities
 
Today’s online user typically maintains accounts ondifferent social networks like Facebook, Twitter, Google
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networks already, and are willing to use these tools acrossthe web. Historically users needed to create a new, site-specific profile in order to have a meaningful interactionwith a website.
10 Best Practices to DriveOn-Site Engagement
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website using an existing social identity.
user management platform for the social web
With social login tools, like Janrain Engage, users connecttheir account from a social network to your website, and
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accounts to your site. That includes basic information likename, email address, and date of birth, as well as deeperinformation, like their existing social graph.
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creating a traditional account, they can begin to havemuch richer social interactions on your site using socialtools that use their existing profile data.From a technical standpoint, the process of integratingJanrain Engage for social login into your site is verystraightforward, but it is important to begin withdefining a user experience that encourages registrationwith a social identity.
2
Define Reasons to Register
First, and most important, you must clearly define andcommunicate why a user would register on your site in the
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what they are giving up (personal information) for whatthey are receiving in return. Even when there is nomoney involved, your users still need to find value inthis exchange.Although there are a number of ways to provide valuefor a registration, here are some ideas to start with:
Premium content:
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content behind a registration wall. There are many waysto build value into content, like creating long-formreports, high-value videos, or early access to regular
 
white paper
 janrain white paper |www.janrain.com | 888.563.3082 PG3
Copyright © 2011 Janrain Inc. All rights reserved.
content. For content-driven sites, this is the easiest way to build value forregistered users.
Contests and promotions:
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have to be expensive, but they must be valuable to youraudience. An in-person meeting with a famous singer doesn’tcost anything, but has a huge value to fans.
Community:
Access to message boards, comments, oryour branded social network are all valuable add-ons toyour users’ experience—and are sometimes the primaryexperience of your website. In those cases, it’s natural toregister in order to participate.The type of experiences you put behind registration will
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fans will want access to premium content; more casualusers may be interested in a contest (depending on the
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Of course, there are other ways to trigger a login event.
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that requires login; most will not login without a clearlydefined purpose.
3
Provide a Welcoming Return Experience
 Naturally, if a user registers on your site, they likely wantto return in the future. Therefore, it’s important to considerthe return experience early in the process of defining yourregistration process. For most websites, the value of alogged in user is significantly higher than an anonymous,new user. It is in your best interest to make it easy for theuser to re-enter the site and feel connected.This type of greeting by name is designed to show the user
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chooses to login again.
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strong visual reminder of their preferred login provider.Bicycling.com does a good job outlining why the usershould register, and what they will gain access tothrough registration.

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