demogala 2010: openid and oauth, technologies to increase customer engagement
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Technologies to Increase Online Engagement
Brian KisselChairman, OpenID FoundationCEO, Janrain
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Agenda: Social Login and Publishing
Utilizing OpenID and OAuth for online engagement– Increase registration and login rates– Collect rich, accurate user profile data– Supported by Google, Yahoo, Facebook, Twitter, LinkedIn, Microsoft, AOL,
MySpace, PayPal, NTT Docomo, France Telecom, Telecom Italia, and many others
Role of social networks and identity providers– Expanding brand reach– Increasing qualified referral traffic– Access the social graph of your users
Best practices and trends Questions
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What does this look like?
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Forces at Work
1. Growing expectation for sites to have a social component
2. Know more about your customers to gain mindshare and market share
3. Registration can be a barrier and “identity fatigue” is real
4. What friends recommend is becoming critical
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Harder to build relationships with anonymous site visitors…
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A registered user opens up a new world of possibilities
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Social Login Evolution Started with Microsoft Passport – transportable user managed ID
Open standards followed: OpenID, OAuth, Portable Contacts, Activity Streams, Open Social, etc.
Foundations and standards bodies formed
Support by large players including Google, Yahoo, AOL, Facebook, MySpace, LinkedIn, Microsoft, Twitter, France Telecom, Telecom Italia, Verisign, NTT Docomo, etc.
Evolution from community to content to commerce applications
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OpenID Foundation Founded in 2007 Non-profit, open-standard technology organization like Linux Foundation Promoting open standards for user-managed identity Board members include folks from Google, Yahoo, Facebook, PayPal, Microsoft, IBM,
Sears, NY Times, and NPR OpenID Foundation members include:
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Benefits of Social Login
Higher registration conversion rates Increase referral traffic Improve SEO through user generated content and links Expand brand reach across your user’s social networks Collect rich customer data Improve the mobile experience Enable single sign-on (SSO) type experiences Minimize help desk costs for password recovery
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20M2006
160M2007
790M2008
1.5 BILLION2010
Accounts Enabled For Social Login
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Social Network Growth
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400M Users
Social Network Growth
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400M Users
How is it Being Used: Kodak Example“Join for FREE” call to action, familiar graphical interface for intuitive use
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Reach and Benefits of Multiple Social Networks
Yahoo, AOL, and LinkedIn for more mature market segments Facebook, Yahoo, Google, and Hotmail/LiveID for international
customers LinkedIn, Google, and Microsoft for B2B customers Facebook, MySpace and Twitter for younger, socially oriented Yahoo, Google, and Microsoft to import address books PayPal for commerce
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Social Login Preferences
Source: 250,000 websites using Janrain Engage
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Login Preferences Vary By Category*Results vary by demographics, market segment, application, geography, etc.
*Statistics from Janrain Customer Base
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Profile Data from Social Networks for Customization
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Network Email Name Location Birth Date Gender Friends/ Contacts
Profile Photo Interests Social
Publishing
X X X X X X X X X
X X X X X
X X X
X X X X X X X X
X X X X X
X X X X X X X X
X X X X X X COMING SOON
X X X X X
Customer Profile Data by Social Network
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Pre-populate the Registration Form
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Increase Customer Lifetime Value One click sign-in for return customers More inclined to log-in early Higher satisfaction, better targeting, lower support costs
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Access the Social Graph of Your Users
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Understand Your User’s Social Graph
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Leveraging Social Graphs & Friends
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Password Recovery Is Expensive
“According to the Gartner Group, between 20% to 50% of all help desk calls are for password resets. Forrester Research states that the average help desk labor cost for a single password reset is about $70.”
Source: Mandylion Search Labs
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Expand Brand Reach
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Best Practices
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“What Are My Friends Doing” Examples
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“What Are My Friends Doing” Examples
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Lady Gaga 90% of Users Chose Social Login
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Encourage Registration with a Clear Call to Action
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Use Favicons and Contextual Messages
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Encourage Users to Share Back to their Social Networks
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Offer Best in Class Mobile Experience
Select profile from a single-column table view
Customer logs in with a single click
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*Via Janrain open source libraries
Trends
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My research indicates this is an undeniable trend, that corporate websites must integrate social networks to increase the relevancy and interaction of their websites…
Consumer facing companies should look at their customers socialgraphics to first identify which social networks they should allow for integration of, yet be inclusive by using a Social Sign On feature which allows for consumers to register using a variety of login options.
Jeremiah OwyangAltimeter Group Analyst, former Forrester Group Analyst
September 27, 2010
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Social Marketing
The trust factor of friends’ suggestions can make a big difference. Loopt’s users are 20X more likely to click on a place their friends had liked or visited than a place that simply ranked higher in search results.
“Improving search has always been about improving relevance,” Augie Ray of Forrester said. “But the thinking now is that getting information from your immediate social network is what will really make results more relevant.”
“People are likely to find what your friends are saying about the iPhone 4 or a Chinese restaurant more helpful in a Web search,” said Matt Cutts, a software engineer who oversees search quality at Google.
Sept 12th, 2010
http://www.nytimes.com/2010/09/13/technology/13search.html
NY Times: Search Takes a Social Turn
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Who’s Using Social Login?News & Media Retail Government & Non-Profit
Online GuidesEntertainment
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Integrated into Leading Technology Platforms
White-label social networking platform for
30,000 customers
Community & review platform that powers Sears, P&G, Nintendo, Kitchen Aid,
Whirlpool, Kraft, SC Johnson…
Uses on over 100,000 white-label community sites and
wikis
Deployed across 25,000 client websites on its community-powered support platform
Deployed across 20,000 client websites for its
customer feedback platform
Integrated into its forum technology that is
embedded on 20,000 existing websites
Community-powered feedback platform for Microsoft, RedHat, Avid, Navteq, Coldwater Creek,
and several govt. agencies
Social Network & Community Platforms
Customer Feedback Tools
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Technology Platforms (continued)
Leading CMS for NY Times, CNN, Fox, WSJ, Reuters, TechCrunch, Flickr, Harvard, NASA, Yahoo, Rolling Stone, Xerox, USPS, Ford, etc.
Leading CMS for AT&T, Mattel, Zappos, Warner Bros, ABC, Nokia, Levis, NPR,
Economist, Harvard, MIT, White House, etc.
CMS Turnkey Plug-ins
Content Communication Platforms
Deployed on >100K websites of all sizes and
markets
Market leading media sites including AMC, Newsweek, Time, Forbes, Wash
Post, Discovery, cNet, Dow Jones, Hearst, etc.
Market leading sites including AARP, NFL, Best Buy, USA Today,
Lowes, Kraft, Microsoft, Southwest Airlines, etc.
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Social Sign in Adoption
COMMUNITY SITES: Wikis, Blogs, Forums
DIGITAL PUBLISHERS: Newspapers, Radio,
Magazines, Guides, etc.
COMMERCE:Retail, Reservations,
Services, Auctions, etc.
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