This talk will explore the real world use case for BYOI which is developing in the UK academic sector, as Universities look for ways to remove friction and improve the student experience at all stages of the student lifecycle, from pre-applicant to alumni. We will explore how the sector is starting to realise the value of social identities and how they can help to drive revenue, and how increased competition in the sector is forcing Universities to find new ways of managing identities to deliver a seamless experience. Featuring original research data from UK universities, the talk will address: - Can social login be used securely to access sensitive data? - How social login can capture the value of identity to drive revenues - How to build a next generation identity platform to deliver these benefits

1. Social Identity Management in
Academia
Real World BYOI
Cloud Identity Summit, June 2015

2. Agenda
• UK university sector background
• Social login use cases for universities
• Case studies
• How to build it? Review of technical components
• Q&A

3. Background
• ProofID is a specialist provider of fully managed identity solutions
• Trading since 2008
• Based in Manchester, UK
• Proven track record of delivery into Academia
• Technical expertise across multiple identity management technologies:
• Ping Identity
• NetIQ
• Microsoft
• Open Source

4. Background - Me
• Working with Identity Management for 10+ Years
• CTO at Salford Software – leading provide of Identity
Management to UK Academia
• Now Managing Director of ProofID, following acquisition of
Salford Software

5. UK University Funding – A Brief History
1970s
• Bad haircuts
• No tuition fees
• Maintenance grants
• 1,300,000 students

6. UK University Funding – A Brief History
1980s
• Bad haircuts
• No tuition fees
• Maintenance grants
• 1,400,000 students

7. UK University Funding – A Brief History
1990s
• Bad haircuts
• No tuition fees
• Student loans for
maintenance
• 2,000,000 students –
University for all!

8. UK University Funding – A Brief History
2010s
• Better haircuts
• £9,000/year tuition fees
• Student loans for
maintenance
• 20% fall in government grants
for HE
• 2,500,000 students

9. Current Landscape in Universities
• Difficult operating environment – major funding squeeze
• Universities now run as businesses with ‘customers’
• Highly competitive environment – record number of institutions
• Every student worth £9,000 / year – 50% of universities depend
on tuition fees for over 50% of revenue
• Differentiation through student experience is a key drive

10. How does Social Login help?
Reten%on
Alumni
Management
Recruitment
Customer
Acquisi.on
Customer
Engagement
Repeat
Business

11. Use Case 1: Recruitment

12. Use Case 2: Student Experience
Hypothesis: new ‘born in the cloud’ students would like to access
University resources using social login
Tested via ProofID commissioned research at University of
Dundee
59%
of
students
would
use
social
login
to
access
University
websites
and
services
Facebook
–
95%
TwiAer
–
46%
Instagram
–
27%
Fewer
Passwords
–
52%
No
forms
–
27%
Familiarity
–
22%
Privacy
–
71%
Security
risk
–
56%
Social
Iden,ty
Proofing
• An
automated
method
to
%e
a
social
iden%ty
to
a
known
individual
• Increases
assurance
around
the
social
iden%ty
• Universi%es
can
decide
which
systems
and
how
much
data
to
expose
based
upon
appe%te
for
risk
• ‘Recer%fica%on’
on
a
regular
basis

13. Use Case 3: Alumni Engagement
• Median donations to UK Universities - £1,000,000 p/a
• From 9m contactable Alumni, only 1.4% donated
• Universities rely on traditional marketing – mail, email, phone
• Harvesting social identities opens up social channel for
communication across multiple social networks
• 20% increase in donators could yield £200,000 p/a to average
institution

14. The value of identities
Social login allows Universities to realise the value of identities

15. Case Studies
University of the Arts, London
“The ability to allow our students secure access to
university systems via social login is very interesting in
terms of the user experience and delivering UAL IT
Services to our Alumni”
Jim Nottingham, CIO
University of Hull
“Social login offers us some very interesting ways of
interacting with potential, current and past students. A key
element is to allow pre-applicants to register interest with
the university via their Facebook login, and then gain
access to a relevant taster module in our VLE. By using
social login, we hope to have much greater uptake of the
service, as there are no online forms involved.
“We are also very excited about the possibilities for alumni.
Social login will allow users to build a consolidated identity
of all of their social identities, and the university can use
these social channels to stay in touch with them after they
have left the university. We believe this will be much more
effective than ‘email for life’, and will allow ex-students to
remain engaged with the university.”
Tony Ward, Project Manager

16. How do I build one?

17. Solution Architecture
Application 1
Application 2
Application 3
Consolidated Identity
Store
Directory
Service
Federation Service
Processing Engine API
Provisioning
CRM
System
OAUTH OAUTH OAUTH
LDAP

18. Social Connectors
• OAUTH 2.0 social connectors
• Allow users to sign in via various social
networks
• Request permission to social identity attributes
• Request write permissions (e.g. write to
Facebook Wall)
• Interaction with APIs e.g. to send messages

19. Federation Capability
• Provides federated SSO to university services
• Wide protocol support required to support
variety of applications found in the sector
• Must support attribute lookup & manipulation
• Roles awareness helpful
• MFA capability? E.g. integration with
smartphone MFA such as Google
Authenticator

20. Consolidated Identity Store
• Map multiple social identities to an individual
• Associate with an institutional identity
• Build rules to determine attribute precedence
• Manage roles e.g. applicant, student, alumni
• Manage assurance levels
• Assurance status
• Proofing engine
• Provisioning capability

21. Landing Page
• Launchpad for applications
• UI to allow linking of additional identities
• May not be required – universities could
provide own portal

22. API
• API essential to enable connectivity
• Limited value as a standalone system
• Read attributes from data store
• Manipulate roles
• Send messages

23. Technology (other vendors are
available…)
Federation
• Open Source
• Commercial
Provisioning
• Open Source
Complete Solution

24. Questions?