1. OIDF Social Media for Retailers SummitMarch 8th, 2011 Jon Nordmark CEO of UsingMiles.com and board member of eBags Founder, 10-year CEO, Chairman of eBags.com

2. Overview Background eBags … drop ship, 2 million reviews, sold 6pm.com to Zappos ShopRunner (NewEgg, BareNecessities, eBags, Borders, Shoes.com) … Amazon Prime LiveClicker, PowerReviews, BazaarVoice, Certona Services build profitable future (Amazon Prime, Credit Cards, Cloud, fulfillment) Requires seamless handoffs, from site to site Objectives Friction-free, seamless registration (decreased memory drag) Registration across service providers Facilitate social publishing: engagement, awareness Faster checkout Deployment Issues Where product reviews were six years ago Limited to partner (SaaS) implementations … LiveClicker, PowerReviews Mind share, myopic Need enemy (Amazon) 2 Pre-Shopping Cart integrationsSecurity is a laser focus Time not dedicated to understanding

3. Overview 3

4. Overview 4

5. Overview 5

6. Risk -Free (No-Work) Deployment Objectives Friction-free, seamless registration Decreased memory drag Registration across service providers Facilitate social publishing Engagement Build awareness Faster checkout Risk-free deployments SaaS partners LiveClicker PowerReviews 6

7. Deployment Success LiveClicker Success Purpose: Marketing for awareness and engagement Video published into Facebook Comments published back into retailer site 7

8. Deployment Success LiveClicker Success Purpose: Marketing: Engagement How to videos making use of Facebook’s engagement platform 10,000 people watching Auto videos on Facebook 8

9. Deployment Success 9 One-offs Borders LiveClicker

10. Deployment Success Activity Off-site activity More than halfof eBags videosare viewed off of eBags 10

11. Deployment Success 11 PowerReviews Success Purpose: Marketing: engagement, awareness 100,000 reviews in a week

12. Opportunities Grease the skids (of the process) … no eye-brow raisers Confusion needs to be minimized Sears and Threadless New customers are one thing, returning customers are another Facilitate faster, easier checkout Connect between services … invisible handoffs 12

14. Facebook login

15. Twitter login

16. Threadless FB login

17. Threadless FB login

18. Threadless FB login

19. Opportunities Grease the skids (of the process) … no eye-brow raisers Confusion needs to be minimized Sears and Threadless New customers are one thing, returning customers are another Facilitate faster, easier checkout Connect between services … invisible handoffs 19

20. Deployment Success 20 One-offs Coming soon:ShopRunner Borders LiveClicker

21. Opportunities Grease the skids (of the process) … no eye-brow raisers Confusion needs to be minimized Sears and Threadless New customers are one thing, returning customers are another Facilitate faster, easier checkout Connect between services … invisible handoffs 21

22. Data Twitaholic 22

23. Countless handoffs, exchanges of “customer ownership” 23

24. Requests For adoption into retail Fine-tune the UX Test, test, test Proven, no-drag on Conversion Rates Education about benefits To marketing, merchandising, technologists Bring into the checkout process 24

25. Requests If we could get our partners to implement OpenID or OAuth providers that would help reduce friction for us, mainly by avoiding making them share their login info with Usingmiles as a 3rd party. However, that still leaves users with multiple identities & passwords to manage. I’ve already talked with the team about supporting multiple identities tied to an account, which would facilitate this. The ideal would be if partners supported social login to their sites in conjunction with OAuth or a similar authorization scheme for us to connect to them. Then a user could login to our site with his/her Google identity, for example, and then simply go through an authorization step at the partner site (also using the Google identity) to allow UsingMiles to access their information. The problem I see with federated identity today is that everybody wants to stand at the top of the identity food chain. Google, Facebook, Yahoo, Twitter, etc. support OpenID/OAuth to allow other sites to authenticate/authorize with the identities they own, but they haven’t shown a willingness as far as I have seen (except for Yahoo) to do the reverse. For example, you can’t login to Google with your Facebook ID or vice-versa. If the airlines and other businesses show a similar reluctance to give up full control of their user identities then it will be problematic to make this federated identity vision a reality. 25

26. 26