UsingMiles - OpenID Retail Summit at PayPal

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UsingMiles - OpenID Retail Summit at PayPal

  1. 1. OIDF Social Media for Retailers SummitMarch 8th, 2011<br />Jon Nordmark<br />CEO of UsingMiles.com and board member of eBags<br />Founder, 10-year CEO, Chairman of eBags.com<br />
  2. 2. Overview<br />Background<br />eBags … drop ship, 2 million reviews, sold 6pm.com to Zappos<br />ShopRunner (NewEgg, BareNecessities, eBags, Borders, Shoes.com) … Amazon Prime <br />LiveClicker, PowerReviews, BazaarVoice, Certona<br />Services build profitable future (Amazon Prime, Credit Cards, Cloud, fulfillment)<br />Requires seamless handoffs, from site to site<br />Objectives<br />Friction-free, seamless registration (decreased memory drag)<br />Registration across service providers<br />Facilitate social publishing: engagement, awareness<br />Faster checkout<br />Deployment Issues<br />Where product reviews were six years ago<br />Limited to partner (SaaS) implementations … LiveClicker, PowerReviews<br />Mind share, myopic<br />Need enemy (Amazon)<br />2<br />Pre-Shopping Cart integrationsSecurity is a laser focus<br />Time not dedicated to understanding<br />
  3. 3. Overview<br />3<br />
  4. 4. Overview<br />4<br />
  5. 5. Overview<br />5<br />
  6. 6. Risk -Free (No-Work) Deployment<br />Objectives<br />Friction-free, seamless registration <br />Decreased memory drag<br />Registration across service providers<br />Facilitate social publishing<br />Engagement<br />Build awareness<br />Faster checkout<br />Risk-free deployments<br />SaaS partners<br />LiveClicker<br />PowerReviews<br />6<br />
  7. 7. Deployment Success<br />LiveClicker Success<br />Purpose: Marketing for awareness and engagement<br />Video published into Facebook<br />Comments published back into retailer site<br />7<br />
  8. 8. Deployment Success<br />LiveClicker Success<br />Purpose: Marketing: Engagement<br />How to videos making use of Facebook’s engagement platform<br />10,000 people watching Auto videos on Facebook<br />8<br />
  9. 9. Deployment Success<br />9<br />One-offs<br />Borders<br />LiveClicker<br />
  10. 10. Deployment Success<br />Activity<br />Off-site activity<br />More than halfof eBags videosare viewed off of eBags<br />10<br />
  11. 11. Deployment Success<br />11<br />PowerReviews Success<br />Purpose: Marketing: engagement, awareness<br />100,000 reviews in a week<br />
  12. 12. Opportunities<br />Grease the skids (of the process) … no eye-brow raisers<br />Confusion needs to be minimized<br />Sears and Threadless<br />New customers are one thing, returning customers are another<br />Facilitate faster, easier checkout<br />Connect between services … invisible handoffs<br />12<br />
  13. 13.
  14. 14. Facebook login<br />
  15. 15. Twitter login<br />
  16. 16. Threadless FB login<br />
  17. 17. Threadless FB login<br />
  18. 18. Threadless FB login<br />
  19. 19. Opportunities<br />Grease the skids (of the process) … no eye-brow raisers<br />Confusion needs to be minimized<br />Sears and Threadless<br />New customers are one thing, returning customers are another<br />Facilitate faster, easier checkout<br />Connect between services … invisible handoffs<br />19<br />
  20. 20. Deployment Success<br />20<br />One-offs<br />Coming soon:ShopRunner<br />Borders<br />LiveClicker<br />
  21. 21. Opportunities<br />Grease the skids (of the process) … no eye-brow raisers<br />Confusion needs to be minimized<br />Sears and Threadless<br />New customers are one thing, returning customers are another<br />Facilitate faster, easier checkout<br />Connect between services … invisible handoffs<br />21<br />
  22. 22. Data<br />Twitaholic<br />22<br />
  23. 23. Countless handoffs, exchanges of “customer ownership”<br />23<br />
  24. 24. Requests<br />For adoption into retail<br />Fine-tune the UX <br />Test, test, test<br />Proven, no-drag on Conversion Rates<br />Education about benefits<br />To marketing, merchandising, technologists<br />Bring into the checkout process<br />24<br />
  25. 25. Requests<br />If we could get our partners to implement OpenID or OAuth providers that would help reduce friction for us, mainly by avoiding making them share their login info with Usingmiles as a 3rd party. However, that still leaves users with multiple identities & passwords to manage. I’ve already talked with the team about supporting multiple identities tied to an account, which would facilitate this.<br />The ideal would be if partners supported social login to their sites in conjunction with OAuth or a similar authorization scheme for us to connect to them. Then a user could login to our site with his/her Google identity, for example, and then simply go through an authorization step at the partner site (also using the Google identity) to allow UsingMiles to access their information.<br /> <br />The problem I see with federated identity today is that everybody wants to stand at the top of the identity food chain. Google, Facebook, Yahoo, Twitter, etc. support OpenID/OAuth to allow other sites to authenticate/authorize with the identities they own, but they haven’t shown a willingness as far as I have seen (except for Yahoo) to do the reverse. For example, you can’t login to Google with your Facebook ID or vice-versa. If the airlines and other businesses show a similar reluctance to give up full control of their user identities then it will be problematic to make this federated identity vision a reality.<br />25<br />
  26. 26. 26<br />

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