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How can you guide your Website visitors from an anonymous state all the way to a purchasing customer without rebuilding your entire architecture?
Citation preview
Integrated social solutions for a cloudy,
mobile world
By Travis Spencer, CEO
@travisspencer, @2botech
Copyright © 2013 Twobo Technologies AB. All rights reserved.
Agenda
Disruptive impact of emerging technologies
Criticality of identity in managing change
Potential of social identity
Integrating social is hard & continuous
Simplified solutions using Janrain’s API
Copyright © 2013 Twobo Technologies AB. All rights reserved.
Disruptive trends
Cloud
Computing
Social
Networks
Mobile
Big
Data
Copyright © 2013 Twobo Technologies AB. All rights reserved.
Identity is central
Social
Networks
Cloud
Computing
Mobile Big
Data Identity
Copyright © 2013 Twobo Technologies AB. All rights reserved.
Potential of social identities
Building customer
relationships is a journey
Web site visitors are initially
unknown/anonymous
They reveal more about
themselves as they see value
Visitors who continue on the
journey become customers
and eventually fans
Copyright © 2013 Twobo Technologies AB. All rights reserved.
Social shortens the journey
Social login increases likelihood that visitors will
become customers and fans
Those who use social login are influencers
Socially logged in users are more likely to return
86% leave rather than creating an account
Copyright © 2013 Janrain, Inc. All rights reserved
Copyright © 2013 Twobo Technologies AB. All rights reserved
Source: Janrain, Blue Research
Integrating social can be hard
Popularity varies, so choice is important
New social networks continue to be
introduced while others become passé
All have different APIs
Many existing CRMs are not prepared
to store social data
Successful usage means login, share & capture
Copyright © 2013 Janrain, Inc. All rights reserved
Copyright © 2013 Twobo Technologies AB. All rights reserved
Janrain makes this simple
Drastically simplified integration
Disparate social APIs hidden behind one façade
Requires only JavaScript & some server-side code
Social data stored in scalable, purpose-build cloud DB
Includes embeddable user registration forms
Prebuilt connectors to other tools/platforms
Not just login; publish back to multiple social
networks as well
Copyright © 2013 Twobo Technologies AB. All rights reserved
What about after conversion?
Sites provide resources of varying worth
An account is often needed after conversion
Use of social identity alone for valuable
transactions is insecure & unsound
Combining social w/ secure authentication &
centralized policy management is the key to safe
social integration
Copyright © 2013 Twobo Technologies AB. All rights reserved
Combining Janrain w/ SiteMinder
Interaction requires 2 lines of HTML
Web apps are oblivious to social networks, access
control & user sessions
Step up authentication from social is automatic
Correlate first access to last
App gets identity uniformly
Better UX
Copyright © 2013 Twobo Technologies AB. All rights reserved
Solutions must be ”baked”
Web SSO Account
Management &
Provisioning
Authorization Social Media
Aggregation
API Security
Copyright © 2013 Twobo Technologies AB. All rights reserved
Suppliers of “ingredients”
Vendors Consultancies
Copyright © 2013 Twobo Technologies AB. All rights reserved
Questions & thanks
@2botech
www.2botech.com
@travisspencer
www.travisspencer.com Copyright © 2013 Twobo Technologies AB. All rights reserved