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Stanford GSB Portland Alumni - Leveraging Social Media for Customer Engagement



Technologies to increase online customer engagement: OpenID, OAuth, Portable Contacts, Activity Streams, OpenSocial, LiveID, etc. Learn how to maximize SEO, brand projection, and referral traffic.

Technologies to increase online customer engagement: OpenID, OAuth, Portable Contacts, Activity Streams, OpenSocial, LiveID, etc. Learn how to maximize SEO, brand projection, and referral traffic.



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  • In this era of social networking, social media, and the social web, it all comes down to this one question – if we don’t know anything about the users on our site, how can we build a relationship with them?If you think about that for a second, it is a pretty powerful statement.The new success metrics we just talked about:Quality of traffic on your siteInteractions on your siteSharing content from your siteAll of these metrics revolve around knowing your users and then using this knowledge to create experiences and offers that are engaging and relevant. But, how do you get there? We all recognize that this is quite different from an off-line setting where you can pick up verbal and non-verbal cues, ask questions and build a profile over the course of an interaction. It is much trickier in an online setting. One solution is to use the information received from a user during the registration process to help bridge this gap.
  • A registered user opens up a new world of possibilities including multiple opportunities for deeper, more targeted marketing activities that can impact the bottom line.
  • Discuss the transformation in OpenID from something that was going to be adopted by consumers to a piece of the back end plumbingBBC round table and issues raised: DeployabilityUsability# of live openidsLed to founding of OpenID Foundation
  • Higher Registrations: Increase conversion of visitor to registered user by 25% to 50%*Better Login: Reduce forgotten password costs and frustration by up to 50%*Increased Referral Traffic, SEO, and Brand Projection: Allow users to share activities (purchases, product reviews, blogs, surveys, video views) with friends on social networks (Facebook, Twitter, Yahoo, Google, MySpace, LinkedIn, Microsoft, etc.) with links back to your websitesCustomers as advocates, project your brand beyond your website, links back improve SEOWebsites seeing anywhere from 5 to 25* referral visits for each social publishing linkReferral visitors are highly qualified and come with active identity accounts for easy registration & loginCollecting Rich Customer Data: Build richer customer profiles by using customers’ existing online accounts - name, verified email address, shipping address**, phone**, payment info**, nickname, language, zip code, age, friends lists, address books, personal interests & hobbies, photos, etc.Improved Mobile Experience: Provide a much quicker and simpler user experience via mobile applicationsWebsite Federation: Single sign-on (SSO) for your customers across multiple web properties and component solutions (commenting, rating and reviews, customer feedback, community, etc.).
  • By providing the option to register with multiple networks, you cast a wide net and potentially reach more users. Based on the demographics of your users and the content of your site, certain networks might carry more weight. For example, Janrain customer Business Journals is seeing over 25% of their logins come through LinkedIn which makes sense considering it is a business newspaper. Contrast that with a media site which probably sees more Facebook or Yahoo logins.This data is based on over 250,000 websites across industries such as retail, media, entertainment, online guides, technology and non-profits.
  • In addition to an expedited registration process, you also receive profile data on the users without making them fill out a lengthy form.Not only do you receive standard demographic data but you can also capture their interests, hobbies, activities and other information to give you a more in depth understanding of the user.
  • Another advantage of leveraging your user’s existing credentials for registration is pre-populating the form.Even with the varied and rich profile data that you receive when a user signs in with a Facebook login for example, there may be a few pieces of additional data that you deem critical. Pre-populate the form with as much data as you can and then only require the user to fill in a few additional pieces or to sign up for a newsletter.By storing this rich data in your user management system, you will be able to offer more personalized experiences to the user.
  • Another advantage of offering registration with an existing identity is you can make it easy for users to invite their friends to join them on the site and you gain access to the social graphs of your users. It is important to keep in mind that social graphs differ by network. Close friends are on Facebook, Colleagues and Professional connections on LinkedIn, etc.This connects back to the earlier point of the importance of offering a wide variety of social networks for registration.
  • In addition to enabling the sharing of user activities via social network feeds, you can allow users to invite friends.Mahalo, a popular knowledge sharing community, lets users login with a preferred social network or email account. Janrain Engage pulls in a list of friends, helping you connect the user with friends from other networks that are already members of your site.In addition, you can import contacts from Google (Gmail), Yahoo! or Windows Live (Hotmail/MSN), allowing users to send email invitations asking friends to join the site. This provides another effective channel to promote your brand to the social graphs of your users and increase time on site and engagement.
  • In addition to faster registration processes, increased conversion rates, and access to user data that you get from leveraging existing login credentials, equally important are the hard cost savings.As we all know, password recovery is an expensive proposition.According to the Gartner Group, between 20-50% of all help desk calls are for password resets.And Forrester Research estimates the average help desk labor cost for each of those resets to be about $70.When you offer login with existing credentials, by contrast, you avoid these costs.For example, Janrain customer Tal.ki recently noted that prior to leveraging existing credentials for registration, they had over 30 support requests per day related to password and account recovery issues. This number has dramatically decreased.
  • .
  • This is becoming a competitive advantage

Stanford GSB Portland Alumni - Leveraging Social Media for Customer Engagement Stanford GSB Portland Alumni - Leveraging Social Media for Customer Engagement Presentation Transcript

  • Technologies to Increase Online Engagement
    Brian Kissel
    Chairman, OpenID Foundation
    Chairman, Janrain
  • 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
  • What does this look like?
  • Forces at Work
    Growing expectation for sites to have a social component
    Know more about your customers to gain mindshare and market share
    Registration can be a barrier and “identity fatigue” is real
    What friends recommend is becoming critical
  • Harder to build relationships with anonymous site visitors…
  • A registered user opens up a new world of possibilities
  • 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, Twitter, PayPal, MySpace, LinkedIn, Microsoft, France Telecom, Telecom Italia, Verisign, NTT Docomo, etc.
    Evolution from community to content to commerce applications
  • 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:
  • Benefits of Social Login
    • Higher registrationconversionrates
    • Increase referraltraffic
    • Improve SEO through user generated content and links
    • Expand brandreachacross your user’s social networks
    • Collect rich customer data
    • Improve the mobile experience
    • Enable single sign-on (SSO) experiences
    • Minimize help desk costsfor password recovery
  • Accounts Enabled For Social Login
    1.5 BILLION
  • Social Network Growth
    400M Users
  • Social Network Growth
    400M Users
  • How is it Being Used: Kodak Example“Join for FREE” call to action, familiar graphical interface for intuitive use
  • Reach and Benefits of Multiple Social Networks
    Yahoo, AOL, and LinkedIn for more mature market segments
    Facebook, Yahoo, Google, and Hotmail/LiveIDfor 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
  • Social Login Preferences
    Source: 250,000 websites using Janrain Engage
  • Login Preferences Vary By Category*Results vary by demographics, market segment, application, geography, etc.
    *Statistics from Janrain Customer Base
  • Profile Data from Social Networks for Customization
  • Customer Profile Data by Social Network
  • Pre-populate the Registration Form
  • Increase Customer Lifetime Value
    One click sign-in for return customers
    More inclined to log-in early
    Higher satisfaction, better targeting, lower support costs
  • Access the Social Graph of Your Users
  • Understand Your User’s Social Graph
  • Leveraging Social Graphs & Friends
  • 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 
  • Expand Brand Reach
  • Best Practices
  • “What Are My Friends Doing” Examples
  • “What Are My Friends Doing” Examples
  • Lady Gaga 90% of Users Choose Social Login
  • Encourage Registration with a Clear Call to Action
  • Use Favicons and Contextual Messages
  • Encourage Users to Share Back to their Social Networks
  • Offer Best in Class Mobile Experience
    Customer logs in with a single click
    Select profile from a single-column table view
    *Via Janrain open source libraries
  • Trends
  • 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 Owyang
    Altimeter Group Analyst, former Forrester Group Analyst
    September 27, 2010
  • Social Marketing
    Sept 12th, 2010
    NY Times: Search Takes a Social Turn
    Thetrust factor of friends’ suggestions can make a big difference. Loopt’s users are20X more likely to clickon 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 Forrestersaid. “But the thinking now is that getting information from your immediate social networkis what will really makeresults more relevant.”
    “People are likely to find what your friends are sayingabout the iPhone 4 or a Chinese restaurantmore helpful in a Web search,” said Matt Cutts, a software engineer who oversees search quality at Google.
  • Who’s Using Social Login?
    Government & Non-Profit
    News & Media
    Online Guides
  • Integrated into Leading Technology Platforms
    Social Network & Community Platforms
    Community & review platform that powers Sears, P&G, Nintendo, Kitchen Aid, Whirlpool, Kraft, SC Johnson…
    Integrated into its forum technology that is embedded on 20,000 existing websites
    White-label social networking platform for 30,000 customers
    Uses on over 100,000 white-label community sites and wikis
    Customer Feedback Tools
    Community-powered feedback platform for Microsoft, RedHat, Avid, Navteq, Coldwater Creek, and several govt. agencies
    Deployed across 20,000 client websites for its customer feedback platform
    Deployed across 25,000 client websites on its community-powered support platform
  • Technology Platforms (continued)
    CMS Turnkey Plug-ins
    Content Communication Platforms
    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.
    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.
  • Hot Off the Press: Ning Partners with Janrain
  • Social Sign in Adoption
    Retail, Reservations, Services, Auctions, etc.
    Digital publishers: Newspapers, Radio, Magazines, Guides, etc.
    Community Sites:
    Wikis, Blogs, Forums
  • Thank You!
    Brian Kissel