The document discusses social login and customer identity and access management (CIAM). It describes how social login can provide user profile data to pre-fill registration forms and improve conversion rates. CIAM platforms allow companies to create a unified customer profile from multiple data sources and use that data for personalized marketing across channels and devices. The document provides examples of companies like MasterCard that use CIAM solutions to deliver personalized experiences to customers. It argues that CIAM should be part of companies' roadmaps because it helps create a single customer view, improve security and privacy, and drive better engagement and experiences across the customer journey.

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CUSTOMER IDENTITY & ACCESS MANAGEMENT [CIAM]
ERIN BENNETT + RICHARD PROPST
SOCIAL LOGIN:
WHAT HIDES BEHIND
THE FB BUTTON

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• Why using Social Login
• What is CIAM?
• How to make use of the data
• SBS case study
• Security & Privacy [Australian Privacy laws]
• Why CIAM should be on your roadmap
What you will learn

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TRUE OR FALSE:
“Social Login is a way for companies to get way too much personal
data about me (that I did not allow) so they can sell it to the highest
bidder… and who knows what they will use it for!?!”
What is Social Login?
Sign in using your account with

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TRUE OR FALSE:
“Social Login is a way for companies to get way too much personal
data about me (that I did not allow) so they can sell it to the highest
bidder… and who knows what they will use it for!?!”
What is Social Login?
Sign in using your account with

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What is Social Login?

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What is Social Login?

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People prefer Social Login
Your Site
Your Site
of people prefer
social login
to traditional
77%

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Improve registration conversion with social login
Social login
improves
registration rates
by 50%

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Access rich social profile data with permission
Reinforce trust by
branding
permission screen Request desired
customer data
and permissions

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Pre-fill registration forms
Ask for additional
data as needed
Pre-populate
registration form
with social profile
data

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Engagement & Registration Results

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Customer Identity & Access Management?
TRUE OR FALSE:
"Forrester has created a new practice specifically around
Customer Identity & Access Management, with yet another
new acronym to remember…CIAM (Sigh-am).”

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Customer Identity & Access Management?
TRUE OR FALSE:
"Forrester has created a new practice specifically around
Customer Identity & Access Management, with yet another
new acronym to remember…CIAM (Sigh-am).”

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Customer Identity & Access Management
DRIVERS:
1. Single view of the customer
1. Unified Customer Experience
1. Conversion rate
1. Security
1. Privacy
1. Customer enablement as part of the digital
business transformation
1. Relationship with the customer
Unified, Omni-Channel Customer Experience
Single Sign-On to Multiple Web Properties
Laptop
Mobile
Devices
Gaming
Console
Consumer
Products
Website
Website
Website
Website
Website
Apps

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The Opportunity

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Consumers expect relevant brand experiences

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Consumers expect relevant brand experiences

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Single Customer Identity
Don’t forget your
customers from one
engagement to the next
Treat your customers like
individuals everywhere
you interact
Mobile integration,
not isolation
Across Device | Platform | Brand

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What makes registration technology so critical?
Understanding your
customers is key
Customer data is
collected from multiple
inputs and sources
Data quality is the
foundation of
successful programs

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Registration systems have many user interfaces
Rich customer
profile pages
Customizable
registration and
data collection
forms
Built-in CAPTCHA
for spam
prevention
Mobile web
optimization and
SDKs for mobile
apps

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Store profile data in a flexible database
24
Store traditional and social profile data in a flexible database
Ann Smith
“I’m an outdoor junkie and mother of two.
Love to run!”
VP of Digital at Bridgesuite
Tech
Lives in Portland, OR
Married to Roger Smith
Email
annsmith@raingear.com
Address 342 SW 3rd Ave
Portland, OR
97214
Phone 503-555-4514
Hiking Yog
a

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Import legacy and third-party user data
Legacy
Data
Demographics
Psychographics
Behavioral

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Segment by demographics & interests

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Integrate with Marketing Technologies
Email Marketing
Personalization
eCommerce
Targeting
CMS
CRM
Other
Demographics
Psychographics
Behavioral

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Unifying data silos to create 360 view
Utilize APIs and pre-built
connectors
Eliminate data silos and
custom development
Execute more effective
integrated marketing
programs

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• Centrally collect, store and
manage
• Retrieve a fresh set of data
• Segment users to enable
personalized marketing
• Turn data into action…
How is Customer Profile Data Used?

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Examples….
Fox News
Coca Cola + + Video

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Creating a connected
customer experience across
devices and channels.

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SBS Case Study
Per SBS:
1. Achieve unified customer view across the platforms. As a
broadcaster, do a lot of work in the digital marketing space with a myriad
of programs
2. Need a way to communicate back to customers in a personalized way
3. Ease of access for customers login/engagement...quicker and easier for
users to create login for the network
4. Take action based on social data, such as custom content
5. Across multiple devices and touch-points…

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Demographics
Psychographics
Behavioral Profile
CUSTOMER
INSIGHTS
The Approach
CRM
EMS
Loyalty
DMP
Engagement
Web Analytics
Mobile

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MasterCard

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MasterCard
Strategic objective:
Build first-party relationship
with consumers
Campaign:
Expand iconic “Priceless”
advertising with new
“Priceless Cities” destination
Goal:
Provide unique experiences,
personalized for you, from
MasterCard
Impact:
Expanding to 65 cities
worldwide in 2015

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v
MasterCard Experience
Social Login or
Registration
Offers
Janrain
Unified
Identity
Location Based
“Would you like to see offers
in Portland?”
“Happy Birthday! Treat yourself
to a great Mexican meal.”
Location
Preference Based

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Why CIAM should be on your roadmap
…..because all the cool kids are doing it?

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Why CIAM should be on your roadmap
…..because all the cool kids are doing it?

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Why CIAM should be on your roadmap

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Why CIAM should be on your roadmap

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Buy vs build…and maintain
1. Implement Social login
2. Save the data somewhere
3. Create the user journeys
4. Implement federation
5. Design to be accessible across touch-points
6. Secure it!

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Security and Privacy
Secure
• Data secured at rest and in motion
• Access keys only provide the right access to the right data
• System availability ensured through fault tolerance
Private
• Solution meets privacy standards such as COPPA
• More info Australian Security and Privacy Laws:
https://www.oaic.gov.au/individuals/privacy-fact-sheets/general/privacy-fact-
sheet-17-australian-privacy-principles

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Questions?
Erin Bennett – erin@janrain.com
Richard Propst – rpropst@janrain.com

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Janrain Customer Identity Management Platform