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

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Q & A