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Technologies to Increase Online Engagement,[object Object],Brian Kissel,[object Object],Chairman, OpenID Foundation,[object Object],CEO, Janrain,[object Object],1,[object Object]
Agenda: Social Login and Publishing,[object Object],Utilizing OpenID and OAuth for online engagement,[object Object],Increase registration and login rates,[object Object],Collect rich, accurate user profile data,[object Object],Supported by Google, Yahoo, Facebook, Twitter, LinkedIn, Microsoft, AOL, MySpace,  PayPal, NTT Docomo, France Telecom, Telecom Italia, and many others,[object Object],Role of social networks and identity providers,[object Object],Expanding brand reach,[object Object],Increasing qualified referral traffic,[object Object],Access the social graph of your users,[object Object],Best practices and trends,[object Object],Questions,[object Object],2,[object Object]
What does this look like?,[object Object],3,[object Object]
Forces at Work,[object Object],Growing expectation for sites to have a social component,[object Object],Know more about your customers to gain mindshare and market share,[object Object],Registration can be a barrier and “identity fatigue” is real ,[object Object],What friends recommend is becoming critical,[object Object],4,[object Object]
Harder to build relationships with anonymous site visitors…,[object Object],5,[object Object]
A registered user opens up a new world of possibilities  ,[object Object],6,[object Object]
Social Login Evolution,[object Object],Started with Microsoft Passport – transportable user managed ID,[object Object],Open standards followed: OpenID, OAuth, Portable Contacts, Activity Streams, Open Social, etc.,[object Object],Foundations and standards bodies formed,[object Object],Support by large players including Google, Yahoo, AOL, Facebook, MySpace, LinkedIn, Microsoft, Twitter, France Telecom, Telecom Italia, Verisign, NTT Docomo, etc.,[object Object],Evolution from community to content to commerce applications,[object Object],7,[object Object]
OpenID Foundation,[object Object],Founded in 2007,[object Object],Non-profit, open-standard technology organization like Linux Foundation,[object Object],Promoting open standards for user-managed identity,[object Object],Board members include folks from Google, Yahoo, Facebook, PayPal, Microsoft, IBM, Sears, NY Times, and NPR,[object Object],OpenID Foundation members include:,[object Object],8,[object Object]
Benefits of Social Login ,[object Object],[object Object]
Increase referraltraffic
Improve SEO through user generated content and links
Expand brandreach across your user’s social networks
Collect rich customer data
Improve the mobile experience
Enable single sign-on (SSO) type experiences
Minimize help desk costs for password recovery9,[object Object]
Accounts Enabled For Social Login,[object Object],20M,[object Object],2006,[object Object],160M,[object Object],2007,[object Object],790M,[object Object],2008,[object Object],1.5 BILLION,[object Object],2010,[object Object],10,[object Object]
Social Network Growth,[object Object],400M Users,[object Object],11,[object Object]
Social Network Growth,[object Object],400M Users,[object Object],12,[object Object]
How is it Being Used: Kodak Example“Join for FREE” call to action, familiar graphical interface for intuitive use,[object Object],13,[object Object]
Reach and Benefits of Multiple Social Networks,[object Object],Yahoo, AOL, and LinkedIn for more mature market segments,[object Object],Facebook, Yahoo, Google, and Hotmail/LiveIDfor international customers,[object Object],LinkedIn, Google, and Microsoft for B2B customers,[object Object],Facebook, MySpace and Twitter for younger, socially oriented,[object Object],Yahoo, Google, and Microsoft to import address books,[object Object],PayPal for commerce,[object Object],14,[object Object]
Social Login Preferences ,[object Object],Source: 250,000 websites using Janrain Engage,[object Object],15,[object Object]
Login Preferences Vary By Category*Results vary by demographics, market segment, application, geography, etc.,[object Object],*Statistics from Janrain Customer Base,[object Object],16,[object Object]
Profile Data from Social Networks for Customization,[object Object],17,[object Object]
Customer Profile Data by Social Network,[object Object],18,[object Object]
Pre-populate the Registration Form,[object Object],19,[object Object]
Increase Customer Lifetime Value,[object Object],One click sign-in for return customers,[object Object],More inclined to log-in early ,[object Object],Higher satisfaction, better targeting, lower support costs,[object Object],20,[object Object]
Access the Social Graph of Your Users,[object Object],21,[object Object]
Understand Your User’s Social Graph,[object Object],22,[object Object]
Leveraging Social Graphs & Friends,[object Object],23,[object Object]
Password Recovery Is Expensive,[object Object],“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.”,[object Object],Source: Mandylion Search Labs ,[object Object],24,[object Object]
Expand Brand Reach,[object Object],25,[object Object]
Best Practices,[object Object],26,[object Object]
“What Are My Friends Doing” Examples,[object Object],27,[object Object]
“What Are My Friends Doing” Examples,[object Object],28,[object Object]
Lady Gaga  90% of Users Chose Social Login,[object Object],29,[object Object]
Encourage Registration with a Clear Call to Action,[object Object],30,[object Object]
Use Favicons and Contextual Messages,[object Object],31,[object Object]
Encourage Users to Share Back to their Social Networks,[object Object],32,[object Object]
Offer Best in Class Mobile Experience,[object Object],Customer logs in with a single click,[object Object],Select profile from a single-column table view,[object Object],33,[object Object],*Via Janrain open source libraries,[object Object]
Trends,[object Object],34,[object Object]

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DEMOgala 2010: OpenID and OAuth, Technologies to increase customer engagement

Notes de l'éditeur

  1. In this era of social networking, social media, and the social web, it all comes down to this one question – if we don’t know anything about the users on our site, how can we build a relationship with them?If you think about that for a second, it is a pretty powerful statement.The new success metrics we just talked about:Quality of traffic on your siteInteractions on your siteSharing content from your siteAll of these metrics revolve around knowing your users and then using this knowledge to create experiences and offers that are engaging and relevant. But, how do you get there? We all recognize that this is quite different from an off-line setting where you can pick up verbal and non-verbal cues, ask questions and build a profile over the course of an interaction. It is much trickier in an online setting. One solution is to use the information received from a user during the registration process to help bridge this gap.
  2. A registered user opens up a new world of possibilities including multiple opportunities for deeper, more targeted marketing activities that can impact the bottom line.
  3. Discuss the transformation in OpenID from something that was going to be adopted by consumers to a piece of the back end plumbingBBC round table and issues raised: DeployabilityUsability# of live openidsLed to founding of OpenID Foundation
  4. Higher Registrations: Increase conversion of visitor to registered user by 25% to 50%*Better Login: Reduce forgotten password costs and frustration by up to 50%*Increased Referral Traffic, SEO, and Brand Projection: Allow users to share activities (purchases, product reviews, blogs, surveys, video views) with friends on social networks (Facebook, Twitter, Yahoo, Google, MySpace, LinkedIn, Microsoft, etc.) with links back to your websitesCustomers as advocates, project your brand beyond your website, links back improve SEOWebsites seeing anywhere from 5 to 25* referral visits for each social publishing linkReferral visitors are highly qualified and come with active identity accounts for easy registration & loginCollecting Rich Customer Data: Build richer customer profiles by using customers’ existing online accounts - name, verified email address, shipping address**, phone**, payment info**, nickname, language, zip code, age, friends lists, address books, personal interests & hobbies, photos, etc.Improved Mobile Experience: Provide a much quicker and simpler user experience via mobile applicationsWebsite Federation: Single sign-on (SSO) for your customers across multiple web properties and component solutions (commenting, rating and reviews, customer feedback, community, etc.).
  5. By providing the option to register with multiple networks, you cast a wide net and potentially reach more users. Based on the demographics of your users and the content of your site, certain networks might carry more weight. For example, Janrain customer Business Journals is seeing over 25% of their logins come through LinkedIn which makes sense considering it is a business newspaper. Contrast that with a media site which probably sees more Facebook or Yahoo logins.This data is based on over 250,000 websites across industries such as retail, media, entertainment, online guides, technology and non-profits.
  6. In addition to an expedited registration process, you also receive profile data on the users without making them fill out a lengthy form.Not only do you receive standard demographic data but you can also capture their interests, hobbies, activities and other information to give you a more in depth understanding of the user.
  7. Another advantage of leveraging your user’s existing credentials for registration is pre-populating the form.Even with the varied and rich profile data that you receive when a user signs in with a Facebook login for example, there may be a few pieces of additional data that you deem critical. Pre-populate the form with as much data as you can and then only require the user to fill in a few additional pieces or to sign up for a newsletter.By storing this rich data in your user management system, you will be able to offer more personalized experiences to the user.
  8. Another advantage of offering registration with an existing identity is you can make it easy for users to invite their friends to join them on the site and you gain access to the social graphs of your users. It is important to keep in mind that social graphs differ by network. Close friends are on Facebook, Colleagues and Professional connections on LinkedIn, etc.This connects back to the earlier point of the importance of offering a wide variety of social networks for registration.
  9. In addition to enabling the sharing of user activities via social network feeds, you can allow users to invite friends.Mahalo, a popular knowledge sharing community, lets users login with a preferred social network or email account. Janrain Engage pulls in a list of friends, helping you connect the user with friends from other networks that are already members of your site.In addition, you can import contacts from Google (Gmail), Yahoo! or Windows Live (Hotmail/MSN), allowing users to send email invitations asking friends to join the site. This provides another effective channel to promote your brand to the social graphs of your users and increase time on site and engagement.
  10. In addition to faster registration processes, increased conversion rates, and access to user data that you get from leveraging existing login credentials, equally important are the hard cost savings.As we all know, password recovery is an expensive proposition.According to the Gartner Group, between 20-50% of all help desk calls are for password resets.And Forrester Research estimates the average help desk labor cost for each of those resets to be about $70.When you offer login with existing credentials, by contrast, you avoid these costs.For example, Janrain customer Tal.ki recently noted that prior to leveraging existing credentials for registration, they had over 30 support requests per day related to password and account recovery issues. This number has dramatically decreased.
  11. .
  12. This is becoming a competitive advantage