Integrated social solutions, the power and pitfalls of mashups

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Presented by Jacob Ideskog from Twobo Technologies at Nordic APIs in Copenhagen the 21st of May 2013.

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Integrated social solutions, the power and pitfalls of mashups

  1. 1. Integrated social solutions, the power andpitfalls of mashupsBy Jacob Ideskog, Solution Architect@jacobideskog, @2botechCopyright © 2013 Twobo Technologies AB. All rights reserved.
  2. 2. Agenda Disruptive impact of emerging technologies Criticality of identity in managing change Potential of social identity Integrating social is hard & continuous Simplified solutions using Aggregated APICopyright © 2013 Twobo Technologies AB. All rights reserved.
  3. 3. Disruptive trendsCloudComputingSocialNetworksMobileBigDataCopyright © 2013 Twobo Technologies AB. All rights reserved.
  4. 4. Identity is centralSocialNetworksCloudComputingMobile BigDataIdentityCopyright © 2013 Twobo Technologies AB. All rights reserved.
  5. 5. Potential of social identities Building customer relationships is ajourney Web site visitors are initiallyunknown/anonymous They reveal more aboutthemselves as they see value Visitors who continue on thejourney become customers andeventually fansCopyright © 2013 Twobo Technologies AB. All rights reserved.
  6. 6. Social shortens the journey Social login increases likelihood that visitors willbecome customers and fans Those who use social login are influencers Socially logged in users are more likely to return 86% leave rather than creating an accountCopyright © 2013 Janrain, Inc. All rights reservedCopyright © 2013 Twobo Technologies AB. All rights reservedSource: Janrain, Blue Research
  7. 7. Integrating social can be hard Popularity varies, so choice is important New social networks continue to beintroduced while others become passé All have different APIs Many existing CRMs are not preparedto store social data Successful usage means login, share & captureCopyright © 2013 Janrain, Inc. All rights reservedCopyright © 2013 Twobo Technologies AB. All rights reserved
  8. 8. The power of Mashups Web mashup is easy API mashup is harder But the payoff is greater API aggregation is really hard And believe me, you’ll need to do it anyway…Copyright © 2013 Twobo Technologies AB. Allrights reserved
  9. 9. Why is it hard Different backend states and protocols Different authentication methods Different lookup schemes Backend versioningCopyright © 2013 Twobo Technologies AB. Allrights reserved1st Original APINew‘Aggregated’ API2ndOriginal APIOperationallyinteresting
  10. 10. Aggregators are surfacing Don’t invent the wheel Once your API is advanced enough, you’ll have toaggregated anyway Aggregated Social APIs are surfacingCopyright © 2013 Twobo Technologies AB. All rights reserved
  11. 11. Example: Janrain Drastically simplified integration Disparate social APIs hidden behind one façade Requires only JavaScript & some server-side code Social data stored in scalable, purpose-build cloud DB Includes embeddable user registration forms Prebuilt connectors to other tools/platforms Not just login; publish back to multiple socialnetworks as wellCopyright © 2013 Twobo Technologies AB. Allrights reserved
  12. 12. What about after conversion? So, your user logged in! What will you allow them to do? How much is a social identity worth? Sites provide resources of varying value An account is often needed after conversion Use of social identity alone for valuable transactions isinsecure & unsound Combining social w/ secure authentication &centralized policy management is the key to safesocial integrationCopyright © 2013 Twobo Technologies AB. All rights reserved
  13. 13. Protect the API Your API needs protection Different endpoints need different security Combining local user-stores with social Unified user identifierCopyright © 2013 Twobo Technologies AB. Allrights reserved
  14. 14. Example Combining Janrain w/ CA SiteMinder Interaction requires 2 lines of HTML Web apps are oblivious to social networks, accesscontrol & user sessions Step up authentication from social is automatic Correlate first access to last App gets identity uniformly Better UXCopyright © 2013 Twobo Technologies AB. All rights reserved
  15. 15. Resulting ArchitectureCopyright © 2013 Twobo Technologies AB. All rights reserved
  16. 16. Seeing is believingCopyright © 2013 Twobo Technologies AB. All rights reservedDemo
  17. 17. Solutions must be ”baked”Copyright © 2013 Twobo Technologies AB. All rights reserved
  18. 18. Solutions must be ”baked”Web SSOAccountManagement &ProvisioningAuthorization Social MediaAggregationAPI SecurityCopyright © 2013 Twobo Technologies AB. All rights reserved
  19. 19. Questions & thanks@2botechwww.2botech.com@jacobideskogCopyright © 2013 Twobo Technologies AB. All rights reserved

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