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Presentation given by Janrain and Interscope Records on July 21, 2010 at the Cloud Identity Summit in Colorado. Topic: Customer Acquisition with OpenID Based Tools
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Interscope Records and Janrain: Customer Acquisition
with OpenID Based Tools
Lee Hammond, Interscope RecordsBrian Kissel, Janrain
July 21, 2010
Overview Interscope and Janrain backgrounds Road to OpenID Implemented solution Results Lessons learned Trends Future requirements Q&A
Interscope Records Overview
Division of Universal Music Group (UMG) Home to 125 artists– Icons such as Lady Gaga, Eminem, Weezer, Mary J.
Blige, U2, Sheryl Crow, Guns ‘N Roses, Sting Maintain a separate websites for each artist Common objectives– Get fans logged in and engaged – Establish email contact– Create an ongoing communications channel
Janrain Overview SaaS solutions for 3rd party ID & social publishing Heavily involved in OpenID and OAuth technologies
Interscope’s Road to OpenID 2006
– Dick Hardt’s OSCON Identity 2.0 presentation– “You don’t know Dick…”
2007– Hired consultant for first OpenID deployment using Janrain
libraries– Good results, especially with AOL/AIM – Challenging to scale and maintain
Summer of 2008: – MySpace rumored to be an OpenID provider– Contacted Janrain directly to discuss options– Learned about RPX (now Engage)
• Soon to be released SaaS solution• 3rd party authentication with support for multiple
providers and protocols
Eve Website - July 2007
Rooney Band Website - July 2007
Solution
Implemented Janrain Engage (RPX) in late 2008– Single instance across 125 artists’ websites
Testing and learning over the past two years Optimizing user interface and experience New providers such as Twitter, Google, Microsoft
Windows, LinkedIn just “show up” Google, Yahoo, and Facebook services evolve and
Engage stays current Two years later, original implementation is still up
and running
Weezer Website – Winter 2008
Weezer Website – July 2010
Weezer Website – July 2010
Results
Majority of Interscope fans chose to login with an existing third party account– 55% of logins across all 125 sites are through
Janrain Engage today– On some sites, closer to 80-90%– New registrations increased 10% or more
Preferred login provider varies with artist– Facebook typically #1, but #2 can be Twitter,
Yahoo or Google
Lady Gaga – July 2010 (90% login with Janrain Engage)
User Preference for Sign in Across 125 Interscope Artists’ Websites
Broader Janrain Results
Lessons Learned
Net benefit for Interscope and Customers– What was bleeding edge in 2007 is now mainstream– More fluid sign-on experience– IGA leading the charge on behalf of UMG
UX design impacts registration rates Some challenges inherent in: – Trying to marry a traditional registration system with
browser based authentication– Maintaining dual systems across 9 installations– Staying backwards compatible
Trends
Maturity coming from ID providers and how websites are interfacing with them – More providers – More data– Better and more consistent UX: collapsing approvals,
pop-up extension, etc. Better overall integrated user experience and
functionality that serves both an organization and its customers
Future Requirements
Need for a more centralized view of your members
Instant personalization across federated sites Reveal campaigns to interact dynamically and
instantaneously with a user [LadyGaga example]
– Access to exclusive content in exchange for• Auto-follow artists’ Twitter account• Promotional Tweet• Join the email list
Lady Gaga Prizing – Launching TODAY!
Janrain’s Platform Evolving to Meet Market Needs
20
Q & A
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