Janrain and Interscope Records: Customer Acquisition with OpenID Based Tools


Published on

Presentation given by Janrain and Interscope Records on July 21, 2010 at the Cloud Identity Summit in Colorado. Topic: Customer Acquisition with OpenID Based Tools

  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Get prospect to talk about what component technologies they use
  • Janrain and Interscope Records: Customer Acquisition with OpenID Based Tools

    1. 1. Interscope Records and Janrain: Customer Acquisition with OpenID Based ToolsLee Hammond, Interscope RecordsBrian Kissel, Janrain<br />July 21, 2010<br />
    2. 2. Overview<br />Interscope and Janrain backgrounds<br />Road to OpenID<br />Implemented solution<br />Results<br />Lessons learned<br />Trends <br />Future requirements<br />Q&A<br />
    3. 3. Interscope Records Overview<br />Division of Universal Music Group (UMG)<br />Home to 125 artists<br />Icons such as Lady Gaga, Eminem, Weezer, Mary J. Blige, U2, Sheryl Crow, Guns ‘N Roses, Sting<br />Maintain a separate websites for each artist<br />Common objectives<br />Get fans logged in and engaged <br />Establish email contact<br />Create an ongoing communications channel<br />
    4. 4. Janrain Overview<br />SaaS solutions for 3rd party ID & social publishing<br />Heavily involved in OpenID and OAuth technologies<br />
    5. 5. Interscope’s Road to OpenID<br />2006<br />Dick Hardt’s OSCON Identity 2.0 presentation<br />“You don’t know Dick…”<br />2007<br />Hired consultant for first OpenID deployment using Janrain libraries<br />Good results, especially with AOL/AIM <br />Challenging to scale and maintain<br />Summer of 2008: <br />MySpace rumored to be an OpenID provider<br />Contacted Janrain directly to discuss options<br />Learned about RPX (now Engage) <br />Soon to be released SaaS solution<br />3rd party authentication with support for multiple providers and protocols<br />
    6. 6. Eve Website - July 2007<br />
    7. 7. Rooney Band Website - July 2007<br />
    8. 8. Solution<br />Implemented Janrain Engage (RPX) in late 2008<br />Single instance across 125 artists’ websites<br />Testing and learning over the past two years<br />Optimizing user interface and experience<br />New providers such as Twitter, Google, Microsoft Windows, LinkedIn just “show up”<br />Google, Yahoo, and Facebook services evolve and Engage stays current<br />Two years later, original implementation is still up and running<br />
    9. 9. Weezer Website – Winter 2008<br />
    10. 10. Weezer Website – July 2010<br />
    11. 11. Weezer Website – July 2010<br />
    12. 12. Results<br />Majority of Interscope fans chose to login with an existing third party account<br />55% of logins across all 125 sites are through Janrain Engage today<br />On some sites, closer to 80-90%<br />New registrations increased 10% or more<br />Preferred login provider varies with artist<br />Facebook typically #1, but #2 can be Twitter, Yahoo or Google<br />
    13. 13. Lady Gaga – July 2010 (90% login with Janrain Engage)<br />
    14. 14. User Preference for Sign in Across 125 Interscope Artists’ Websites<br />
    15. 15. Broader Janrain Results<br />
    16. 16. Lessons Learned<br />Net benefit for Interscope and Customers<br />What was bleeding edge in 2007 is now mainstream<br />More fluid sign-on experience<br />IGA leading the charge on behalf of UMG<br />UX design impacts registration rates<br />Some challenges inherent in: <br />Trying to marry a traditional registration system with browser based authentication<br />Maintaining dual systems across 9 installations<br />Staying backwards compatible<br />
    17. 17. Trends<br />Maturity coming from ID providers and how websites are interfacing with them <br />More providers <br />More data<br />Better and more consistent UX: collapsing approvals, pop-up extension, etc.<br />Better overall integrated user experience and functionality that serves both an organization and its customers<br />
    18. 18. Future Requirements<br />Need for a more centralized view of your members<br />Instant personalization across federated sites<br />Reveal campaigns to interact dynamically and instantaneously with a user [LadyGaga example]<br />Access to exclusive content in exchange for<br />Auto-follow artists’ Twitter account<br />Promotional Tweet<br />Join the email list<br />
    19. 19. Lady Gaga Prizing – Launching TODAY!<br />
    20. 20. Janrain’s Platform Evolving to Meet Market Needs<br />20<br />
    21. 21. Q & A<br />