does facebook know more about your audience than you do?
TRANSCRIPT
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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
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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
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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
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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
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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
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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
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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
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Thank You!
Tore SteenVP, Business Development
@janrain