Technologies to Increase Online Engagement
Brian Kissel
Chairman, OpenID Foundation
Chairman, Janrain
1
Agenda: Social Login and Publishing
 Utilizing OpenID and OAuth for online engagement
– Increase registration and login r...
What does this look like?
3
Forces at Work
1. Growing expectation for sites to have a social
component
2. Know more about your customers to gain minds...
Harder to build relationships with
anonymous site visitors…
5
A registered user opens up a
new world of possibilities
6
Social Login Evolution
 Started with Microsoft Passport – transportable user managed ID
 Open standards followed: OpenID...
OpenID Foundation
 Founded in 2007
 Non-profit, open-standard technology organization like Linux Foundation
 Promoting ...
Benefits of Social Login
 Higher registration conversion rates
 Increase referral traffic
 Improve SEO through user gen...
20M
2006
160M
2007
790M
2008
1.5 BILLION
2010
Accounts Enabled For Social Login
10
Social Network Growth
11
400M Users
Social Network Growth
12
400M Users
How is it Being Used: Kodak Example
“Join for FREE” call to action, familiar graphical interface for intuitive use
13
Reach and Benefits of Multiple Social Networks
 Yahoo, AOL, and LinkedIn for more mature market segments
 Facebook, Yaho...
Social Login Preferences
Source: 250,000 websites using Janrain Engage
15
Login Preferences Vary By Category*
Results vary by demographics, market segment, application, geography, etc.
*Statistics...
Profile Data from Social Networks for Customization
17
Network Email Name Location Birth Date Gender
Friends/
Contacts
Profile
Photo
Interests
Social
Publishing
X X X X X X X X ...
Pre-populate the Registration Form
19
Increase Customer Lifetime Value
 One click sign-in for return customers
 More inclined to log-in early
 Higher satisfa...
Access the Social Graph of Your Users
21
Understand Your User’s Social Graph
22
Leveraging Social Graphs & Friends
23
Password Recovery Is Expensive
“According to the Gartner Group, between 20% to 50% of all
help desk calls are for password...
Expand Brand Reach
25
Best Practices
26
“What Are My Friends Doing” Examples
27
“What Are My Friends Doing” Examples
28
Lady Gaga
90% of Users Choose Social Login
29
Encourage Registration with a Clear Call to Action
30
Use Favicons and Contextual Messages
31
Encourage Users to Share Back to their Social Networks
32
Offer Best in Class Mobile Experience
Select profile from a
single-column table view
Customer logs in
with a single click
...
Trends
34
My research indicates this is an undeniable trend, that corporate
websites must integrate social networks to increase the ...
Social Marketing
 The trust factor of friends’ suggestions can make a big difference. Loopt’s users
are 20X more likely t...
Who’s Using Social Login?
News & Media Retail Government & Non-Profit
Online GuidesEntertainment
37
Integrated into Leading Technology Platforms
White-label social
networking platform for
30,000 customers
Community & revie...
Technology Platforms (continued)
Leading CMS for NY Times, CNN, Fox, WSJ,
Reuters, TechCrunch, Flickr, Harvard, NASA,
Yaho...
Hot Off the Press: Ning Partners with Janrain
40
Social Sign in Adoption
COMMUNITY SITES:
Wikis, Blogs, Forums
DIGITAL PUBLISHERS:
Newspapers, Radio,
Magazines, Guides, et...
Thank You!
42
Brian Kissel
bkissel@janrain.com
www.janrain.com
www.openid.net
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Stanford GSB Portland Alumni - Leveraging Social Media for Customer Engagement

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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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Stanford GSB Portland Alumni - Leveraging Social Media for Customer Engagement

  1. 1. Technologies to Increase Online Engagement Brian Kissel Chairman, OpenID Foundation Chairman, Janrain 1
  2. 2. 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 2
  3. 3. What does this look like? 3
  4. 4. 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 4
  5. 5. Harder to build relationships with anonymous site visitors… 5
  6. 6. A registered user opens up a new world of possibilities 6
  7. 7. 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 7
  8. 8. 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: 8
  9. 9. 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) experiences  Minimize help desk costs for password recovery 9
  10. 10. 20M 2006 160M 2007 790M 2008 1.5 BILLION 2010 Accounts Enabled For Social Login 10
  11. 11. Social Network Growth 11 400M Users
  12. 12. Social Network Growth 12 400M Users
  13. 13. How is it Being Used: Kodak Example “Join for FREE” call to action, familiar graphical interface for intuitive use 13
  14. 14. 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 14
  15. 15. Social Login Preferences Source: 250,000 websites using Janrain Engage 15
  16. 16. Login Preferences Vary By Category* Results vary by demographics, market segment, application, geography, etc. *Statistics from Janrain Customer Base 16
  17. 17. Profile Data from Social Networks for Customization 17
  18. 18. 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 18
  19. 19. Pre-populate the Registration Form 19
  20. 20. Increase Customer Lifetime Value  One click sign-in for return customers  More inclined to log-in early  Higher satisfaction, better targeting, lower support costs 20
  21. 21. Access the Social Graph of Your Users 21
  22. 22. Understand Your User’s Social Graph 22
  23. 23. Leveraging Social Graphs & Friends 23
  24. 24. 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 24
  25. 25. Expand Brand Reach 25
  26. 26. Best Practices 26
  27. 27. “What Are My Friends Doing” Examples 27
  28. 28. “What Are My Friends Doing” Examples 28
  29. 29. Lady Gaga 90% of Users Choose Social Login 29
  30. 30. Encourage Registration with a Clear Call to Action 30
  31. 31. Use Favicons and Contextual Messages 31
  32. 32. Encourage Users to Share Back to their Social Networks 32
  33. 33. Offer Best in Class Mobile Experience Select profile from a single-column table view Customer logs in with a single click 33 *Via Janrain open source libraries
  34. 34. Trends 34
  35. 35. 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 35
  36. 36. 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 36
  37. 37. Who’s Using Social Login? News & Media Retail Government & Non-Profit Online GuidesEntertainment 37
  38. 38. 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 38
  39. 39. 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. 39
  40. 40. Hot Off the Press: Ning Partners with Janrain 40
  41. 41. Social Sign in Adoption COMMUNITY SITES: Wikis, Blogs, Forums DIGITAL PUBLISHERS: Newspapers, Radio, Magazines, Guides, etc. COMMERCE: Retail, Reservations, Services, Auctions, etc. 41
  42. 42. Thank You! 42 Brian Kissel bkissel@janrain.com www.janrain.com www.openid.net

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