Gigya Revamps User Platform to Grant Social Marketers Deeper Access [Review]

Incorporating a social media strategy in a business’ marketing campaign is absolutely key to success in the age of Facebook.

To demonstrate: take a look at Salesforce which recently dished out $643 million for Buddy Media, or Oracle who pinched Virtue for $300 million. In the last five years or so, social media management has been recognized as an essential part of any marketing plan. Gigya is one of a handful of companies that feel social infrastructure is actually evolving into the next big blockbuster business in the social universe.

What exactly is Gigya?

In short, it is a provider of the service of social infrastructure – a service that is delivered via cloud-based solutions. Gigya provides businesses with everything they need to conceive, create, execute and maintain the social element of their sites without having to do practically anything on their own.

Gigya is a startup, but it is well on its way, and has even recently launched a user management platform that permits sites to delve deeper in order to snag and store more permission-based social information. Confused? I’ll break it down for you: Gigya is in the process of strengthening its social infrastructure with social identity management and social gamification suites with the objective of allowing organizations to offer registration to their companies through social logins, thereby beefing up their marketing plans with more detailed social identity info.

So far Gigya is doing alright, and has already recruited about 600 clients including some major players like Pepsi and ABC.

Why is Gigya Working So Well?

One of the reasons why Gigya has such great momentum right now is because they have recently revamped their user management platform to include a two new services. The first, “Registration-as-a-Service”, makes it simple for site to create entire registration pages including social login in just a few easy steps. What that means is, businesses can create custom registration pages without much schooling on how to do it…tech savvy or not, every manager can create an exclusive registration page within minutes.

The new product also includes an admin panel where site operators can create unique registration and login criteria. The information gathered is then stored in the company’s special identity storage space which is a basic database designed to hold all of the data.

The second new service, “Identity Access”, allows marketing strategists instant entry into user profiles and access to site activity information. Gigya basically gathers lots of data on a site via registration, plug-ins, and gamification, and then stores it, provided users grant the permission for access to their social profile data. The end result: marketers now have the key to the marketing mint: access to all sorts of crucial identity information like names, emails, interests, activities and more – all information that can be useful for creating a foolproof marketing campaign and honing in on target audiences.

According to Patrick Salyer, Gigya’s CEO, users who log-in to sites via a social network spend an average of 30% more time on that site abd view 15% more pages vs those who opt for the traditional login process. Salyer says:

“Most businesses are building their registration systems from scratch…Registration-as-a-Service” is meant to break down the barriers between IT and marketing by giving marketers the ability to understand their users and enabling them quick access to actionable data.”

*cc images from flickr

The writer of this article, Janice Bevilacqua, is a chief contributor to CPS, a provider of extended warranty solutions for tech products including many of the devices that major marketing companies use to build their master business strategies. 

Post Tags: internet marketing, search engine optimization, social, social media marketing