Does Facebook Know More About Your Audience Than You Do?

Does Facebook Know More About Your Audience Than You Do?

Tore Steen, VP of Business DevelopmentJanrain – User Management Platform for the Social Web

July 18, 2011

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Social Media is Important

Facebook collects over 50 data fields on its users The average social media user has 195 connections Over 500k new Facebook comments in the last 60 seconds

Sources: InSites Consulting, Gary Hayes’ “Social Media Counts”

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Consumer Behavior on the Social Web

Shares everything with friends

Engages in conversations with brands

Influenced by recommendations of others

Multiple web identities for personal, friends, professional

Agrees to share profile data to speed login, sharing, and purchasing

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Access to Social Data is a Game Changer

Create more personalized user experiences Improve targeting and campaigns Streamline acquisition and purchase process Enable cost-effective word of mouth marketing

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What Types of Data Are Available?

Email x x x x x x x

Name x x x x x x x x x x

Location x x x x x x x

Birth Date x x x x x x

Gender x x x x

Friends/Contacts x x x x x x x

Profile Photo x x x x x x x

Interests x x x

Social Sharing x x x x x

Through enabling social login on your website During point of conversion

(registration, commenting, sharing, reviews) User gives permission to access profile data Ask for data all at once or through progression of actions on site

How Do You Access Social Profile Data?

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You Decide what Data is most relevant to your business

Full List of Available Profile Data – www.janrain.com/providerguide

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What Can You Do With This Data?

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1) Personalize Content

Experience is instantly personalized with fresh data

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2) Facilitate Social Commerce

Make product suggestions for

visitor and friends

Personalize product recommendations for the user’s friends

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Sears rewards consumer activities on site, which are directly linked to Sears’ customer loyalty program, Shop Your Way Rewards

3) Build Loyalty Programs and Drive Engagement

The New Possible:Building a 360 Degree View

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Collect Social Profile Data & Activity Data

Demographic

Psychographic

Location

Intention

Activity

Behavioral

Product

Social Graph

Data is dynamic– User profile, interests, professional affiliations, friends list and site

activity Useful only if accessible and actionable

– Needs to be accessed by multiple platforms and applications e.g. CRM, CMS, eCommerce

Relevant only when combined with other data sources– Legacy data, subscription information, merchandising

Must be easy to collect and store

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Social Data Adds Complexity to Customer Management

Challenges: Multiple platforms (shopping cart, blog, contest) feeding 9

different databases and over 300 individual sites User data, including social data, found in multiple systems

(email marketing, CMS, loyalty, commenting, etc) Unique styling and presentation layers for each of the 300

properties Multiple vendors needing access to user data on site pages

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Case Study: Leading Entertainment Company

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Case Study: Leading Entertainment Company

Solution: Deployed Janrain Capture

Stores multiple user identities from various social networks and site activities

Centralized location for rich user profile and activity data

On-demand access for personalization of site and campaigns

Selectively share profile data with applications

Integrate with third party applications, such as email, CRM, CMS, e-commerce

Challenges: Large multi-national with 50+ brands Each brand has unique campaign user requirements Existing database vendor had inflexible data import

structure and was unable to augment the user’s social identity to the existing record

Millions of existing records to export from existing system

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Case Study: Large Consumer Packaged Goods

Case Study: Consumer Packaged Goods

Solution: Replaced existing user database with Janrain Capture Store user records and will use the information to run multiple

campaigns for over 50+ brands Leveraging social profile data to respond to customer interests and

identify opportunities to reward fans Flexible and customizable system for specific brands and campaigns

Janrain Capture

Legacy Data

User Activity Data

Registration Data

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Janrain Overview

Core focus on solving online identity and user management challenges since 2005

Deployed on over 350,000 websites Integrated into leading technology

platforms Based in Portland, OR

Our Company and Solutions

Our Track Record Our Customers First to introduce turnkey SaaS user

management solutions Scaled for sites with millions of users Author of majority of OpenID libraries Founding member of governance

foundation

Our Partners

Thank You!

Tore SteenVP, Business Development

tore@janrain.comwww.janrain.com

@janrain