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Technologies to Increase Online Engagement
Brian Kissel
Chairman, OpenID Foundation
Chairman, Janrain
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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
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What does this look like?
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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
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Harder to build relationships with
anonymous site visitors…
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A registered user opens up a
new world of possibilities
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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
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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:
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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
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20M
2006
160M
2007
790M
2008
1.5 BILLION
2010
Accounts Enabled For Social Login
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Social Network Growth
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400M Users

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Social Network Growth
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400M Users

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How is it Being Used: Kodak Example
“Join for FREE” call to action, familiar graphical interface for intuitive use
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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
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Social Login Preferences
Source: 250,000 websites using Janrain Engage
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Login Preferences Vary By Category*
Results vary by demographics, market segment, application, geography, etc.
*Statistics from Janrain Customer Base
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Profile Data from Social Networks for Customization
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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
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Pre-populate the Registration Form
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Increase Customer Lifetime Value
 One click sign-in for return customers
 More inclined to log-in early
 Higher satisfaction, better targeting, lower support costs
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Access the Social Graph of Your Users
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Understand Your User’s Social Graph
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Leveraging Social Graphs & Friends
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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
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Expand Brand Reach
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Best Practices
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“What Are My Friends Doing” Examples
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“What Are My Friends Doing” Examples
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Lady Gaga
90% of Users Choose Social Login
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Encourage Registration with a Clear Call to Action
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Use Favicons and Contextual Messages
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Encourage Users to Share Back to their Social Networks
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Offer Best in Class Mobile Experience
Select profile from a
single-column table view
Customer logs in
with a single click
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*Via Janrain open source libraries

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Trends
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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
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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
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Who’s Using Social Login?
News & Media Retail Government & Non-Profit
Online GuidesEntertainment
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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
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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.
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Hot Off the Press: Ning Partners with Janrain
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Social Sign in Adoption
COMMUNITY SITES:
Wikis, Blogs, Forums
DIGITAL PUBLISHERS:
Newspapers, Radio,
Magazines, Guides, etc.
COMMERCE:
Retail, Reservations,
Services, Auctions, etc.
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Thank You!
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Brian Kissel
bkissel@janrain.com
www.janrain.com
www.openid.net