Silverpop readies Social Sign In tool

Marketing technology company Silverpop has developed a tool that allows consumers to register for websites through their preferred social network. Silverpop, which added the Social Sign In tool to its site August 23, will make it available to clients in the fourth quarter via a beta release.

Silverpop partnered with social-identity management firm Janrain to develop the platform.

Bryan Brown, director of product strategy at Silverpop, said the Social Sign In can help marketers compile a “behavioral marketing database.”

Marketers will be able to ask consumers for permission to access profile information for a given social network profile when a consumer registers via Social Sign In, said Brown.

“Depending on which social network, you can get anywhere from two or three fields of information to 30 fields of information,” he said. “Facebook has lot of information that if you want to ask for it, you can ask for it.”

Profile information requests will be made through each social network's proprietary platform, such as Facebook's permission-request pop-up box, said Brown.

Social Sign In can also serve as a remarketing tool, he said. Marketers can identify and segment social media influencers and use them as brand ambassadors, said Brown.

“You can target people who are influencers on Twitter and give them access to an e-book,” he said.

Marketers will also be able to tag an email opt-in to a page confirming consumers' registration, said Brown. He added that marketers can then segment those consumers according to their preferred social network and tailor email messages accordingly.