/530_janrain_wp_social_commerce_0911

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White Paper

7 Ways to Leverage Social Commerce on Your Site


user management platform for the social web

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Overview When Howard Schultz came on board with Starbucks in 1982 after a trip to Italy, he advised the company to evolve its business from BNƤDD AD@MR @MC @BBDRRNQHDR SN BNƤDDGNTRD BTKSTQD @MC DROQDRRN AX SGD BTO 3GD HCD@ V@R HMHSH@KKX LDS VHSG QDIDBSHNM EQNL BNLO@MX founders. Given Starbucks’ meteoric rise over the next 20 years, the rest is history, with the lesson that businesses need to be cognizant of market trends and embrace new revenue channels that promise growth. Similarly, retailers now ignore social channels at their own risk, and a number of recent market trends have coalesced to make social commerce a top of mind objective. A majority (58%) of all consumers now research products online before purchasing, and half of those consumers publish comments or reviews online about the products they buy. &KNA@K D BNLLDQBD QDUDMTD ĆĽFTQDR BNMSHMTD SN FQNw at a faster rate (19%) than the economy as a whole. Over LHKKHNM TRDQR G@UD ĆŚNBJDC SN %@BDANNk to interact and share with friends. These developments have created a fertile ecosystem both for retailers seeking to cultivate new revenue streams and for platform vendors providing solutions to enable social commerce. %@BDANNJĹ—R DWOKNRHUD FQNVSG EQNL HMSDQMDS TRDQR @MC AQ@MCR G@R KDC L@MX OTMCHSR SN PTDRSHNM VGDSGDQ HS VHKK ADBNLD SGD CD E@BSN GTA NE BNLLDQBD ENQ QDS@HKDQR "NLLDQBD NM %@BDANNJ HR @KKTQHMF ADB@TRD HS DM@AKDR BNLO@MHDR SN G@QMDRR RNBH@K B@OHS@K @MC QDS@HKDQR @QD eager to tap into the tremendous word-of-mouth potential of fans liking products, making purchases, and sharing those purchases with EQHDMCR 2NBH@K LDCH@ RSQ@SDFHRSR NESDM SDKK SGDHQ BKHDMSR SN řƼRG VGDQD SGD ĆĽRG @QDĹš VGHBG G@R B@TRDC RDUDQ@K QDS@HKDQR SN NODM %@BDANNJ storefronts. (M SGD %@KK NE /QNBSDQ &@LAKD L@CD @ ROK@RG AX K@TMBGHMF @ CHQDBS SN BNMRTLDQ R@KDR BG@MMDK NM %@BDANNJ ENQ HSR /@LODQR AQ@MC 6GHKD BDQS@HMKX MNS SGD ĆĽQRS QDS@HK AQ@MC SN DWSDMC HSR D BNLLDQBD OQDRDMBD SN %@BDANNJ / &Ĺ—R HMHSH@SHUD RSHKK @SSQ@BSDC @ LDCH@ AKHSY @MC SGD HCD@ V@R OQ@HRDC ENQ HSR @AHKHSX SN HMCTBD HLOTKRD OTQBG@RHMF 'NVDUDQ / & @BST@KKX NTSRNTQBDC SGD KNFHRSHBR SN L@YNM 6DARSNQD "NMRTLDQR BNTKC AQNVRD OQNCTBSR @MC @CC SN SGDHQ RGNOOHMF B@QS VGHKD NM %@BDANNJ ATS SGD BGDBJNTS OQNBDRR @BST@KKX KHUDC VHSGHM Amazon’s borders. 6GX V@RMĹ—S SGD DMSHQD DWODQHDMBD BNMS@HMDC VHSGHM %@BDANNJ 3GD QD@RNM L@X AD CTD SN @M@KXSHBR %@BDANNJ (MRHFGSR OQNUHCDR U@KT@AKD C@S@ NM HMSDQ@BSHNMR @MC DMF@FDLDMS LDSQHBR RTBG @R MTLADQ NE HLOQDRRHNMR KHJDR @MC BNLLDMSR !TS %@BDANNJĹ—R @M@KXSHBR DMFHMD simply cannot replicate the breadth and depth of information available from dedicated analytics platforms like Coremetrics or Omniture, NQ D BNLLDQBD OK@SENQLR RTBG @R #DL@MCV@QD &2( "NLLDQBD @MC ,@FDMSN 3GDRD OK@SENQLR NƤDQ @ RTHSD NE @M@KXSHBR SG@S @QD RHLOKX LNQD FDQL@MD SN QDS@HKDQR VGN SDMC SN AD ENBTRDC NM SQ@MR@BSHNM@K LDSQHBR RTBG @R BNMUDQRHNMR R@KDR NQ @BPTHRHSHNM BNRSR Traditional analytics platforms deliver rich clickstream data, which lets retailers track browsing behavior and determine methods to NOSHLHYD SGD OTQBG@RD ETMMDK 3GDX @KRN NƤDQ HMSDKKHFDMBD @ANTS VGHBG L@QJDSHMF OQNFQ@LR DL@HK RD@QBG //" RNBH@K NQ @ƧKH@SDR @QD LNRS DƤDBSHUD @S CQHUHMF R@KDR %@BDANNJ (MRHFGSR VGHKD FQD@S ENQ LD@RTQHMF DMF@FDLDMS L@X MNS XDS OQNUHCD SGD KDUDK NE @BSHNM@AKD C@S@ QDPTHQDC ENQ BNLLDQBD

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user management platform for the social web

That said, a category of promising technology vendors has emerged to address some of these concerns by making it easier for retailers to HMSDFQ@SD %@BDANNJ RSNQDEQNMSR @MC SQ@BJ BNMRTLDQ ADG@UHNQR MC SGDQD @QD DMBNTQ@FHMF B@RD RSTCHDR EQNL BNLO@MHDR SG@S G@UD ROQNTSDC BNLOKDLDMS@QX R@KDR BG@MMDKR CHQDBSKX NM %@BDANNJ RTBG @R )" /DMMDX @MC %KNVDQR !TS ADB@TRD L@MX RSNQDEQNMSR TRD H%Q@LDR NQ %K@RG SN RDQUD OQNCTBS BNMSDMS SGDX @QD NESDM 2$. AK@BJ GNKDR @MC QDBDHUD UDQX KHSSKD KNUD EQNL SGD RD@QBG DMFHMDR &HUDM SG@S NE SQ@ƧB SN K@QFD D BNLLDQBD RHSDR HR NQF@MHB RD@QBG SGD K@BJ NE RD@QBG DMFHMD CHRBNUDQ@AHKHSX ENQ OQNCTBS BNMSDMS NM %@BDANNJ HR @ BNMBDQM 6GDM NMD NE XNTQ ONSDMSH@K BTRSNLDQR RD@QBGDR NM &NNFKD ENQ BG@QBN@K RTHSR NQ SGD K@SDRS LTRS G@UD SDBG F@CFDS CN XNT V@MS GHL SN ĆĽMC XNTQ BNLODSHSNQĹ—R NƤDQHMF HMRSD@C NE XNTQR 2N BKD@QKX SGDQD HR U@KTD HM L@HMS@HMHMF @ RSQNMF BNLLDQBD BNLONMDMS TMCDQ XNTQ QNNE /DQG@OR $SG@M !D@QC %@BDANNJĹ—R #HQDBSNQ NE Platform Marketing, said it best last December when he remarked, “We’re not trying to recreate the Internet on Facebook. In fact, I spend most of my time working with people to socialize the web outside of our site.â€? #@UHC %HRBG #HQDBSNQ NE !TRHMDRR #DUDKNOLDMS @S %@BDANNJ echoed Beard by adding that, “storefronts are really only one piece, and really a pretty small piece, of the burgeoning area of social commerce. Our interest isn’t in getting people to create tabs where people can shop but allowing consumers to shop wherever they are and helping them discover products through their friends.â€? )RUWXQDWHO\ ZLWK WKH ULJKW PL[ RI WRROV WKH EHQHĆŠWV RI VRFLDO VKRSSLQJ FDQ EH H[WHQGHG WR \RXU H FRPPHUFH VLWH +HUH DUH VHYHQ ZD\V WR OHYHUDJH WKH SRZHU RI )DFHERRN DQG VRFLDO FRPPHUFH RQ \RXU VLWH WR JURZ FRQYHUVLRQV DQG VDOHV

1) Ratings & Reviews 1@SHMFR 1DUHDVR OK@SENQLR KHJD Viewpoints and PowerReviews help retailers integrate customer feedback and community features directly into their websites. Over a decade ago, Amazon.com experienced such pervasive growth in part because it made usergenerated content core to its shopping experience. In short, Amazon recognized two facets of human behavior that are intrinsically social – product research and shopping – and sought to replicate those behaviors in an online context, through ratings and reviews. #DROHSD %@BDANNJŗR RGDDQ UNKTLD NE TRDQR @MC @ATMC@MBD NE TRDQ FDMDQ@SDC BNMSDMS Q@SHMFR QDUHDVR @QD ƼMCHMF @ GNLD NM QDS@HKDQRŗ NVM VDARHSDR 6GX 3GD @AHKHSX SN RSQTBSTQD BNMRTLDQ reviews around product pages and other points of purchase on a site yields increased conversions, and ownership of data is a critical consideration for retailers seeking to engage their audience

*L@QS L@JDR TRD NE 1@SHMFR 1DUHDVR NM HSR BNLLDQBD RHSD SN RO@VM conversation and recommentations around its products.

through personalization, recommendations or loyalty programs (more on this later).

Copyright Š 2011 Janrain Inc. All rights reserved.

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user management platform for the social web

1DS@HKDQR @KRN QD@O RHFMHƥB@MS 2$. ADMDƥSR AX GNTRHMF OQNCTBS QDUHDVR NM RHSD R LDMSHNMDC NE SQ@ƧB SN K@QFD D BNLLDQBD sites is organic search, and Google favors fresh content, which is often user-generated, in its search results. Most retailers will claim that SQ@ƧB CHQDBSKX SN OQNCTBS O@FDR OQNCTBDR SGD GHFGDRS BNMUDQRHNM Q@SDR !KDMCHMF OQNCTBS CDRBQHOSHNMR @MC L@QJDSHMF BNOX VHSG BNMRTLDQ reviews (user generated content) on these pages creates optimized content that search engines simply can’t resist.

2) Social Identities Retailers may try to encourage creation of user accounts on their site for several reasons. They may wish to learn more about their BNMRTLDQR ENQ S@QFDSHMF NQ ODQRNM@KHY@SHNM ATHKC QDK@SHNMRGHOR @MC ENRSDQ QDSDMSHNM SGQNTFG RODBH@K NƤDQR @MC OQNLNSHNMR NQ TMHEX customer intelligence and track behavior across multiple commerce channels such as online, in-store and catalog. !TS SQ@CHSHNM@K @BPTHRHSHNM LDSGNCR B@M AD @ GD@C@BGD ENQ BNMRTLDQR VGN NESDM @QD @UDQRD SN BNLOKDSHMF KDMFSGX QDFHRSQ@SHNM ENQLR @MC may provide inaccurate information if asked to do so. This is where social login emerges as a viable solution. By leveraging a consumer’s existing social identity and reducing the registration process to one or two clicks, retailers can encourage the use of real identities during checkout, collect richer demographic and social data on their consumers, and reduce shopping card abandonment. A December 2010 RSTCX AX !KTD 1DRD@QBG BNMƥQLDC SG@S RNBH@K KNFHM HR OQDEDQQDd over traditional account creation or guest checkout.

Source: December 2010 Blue Research study

The study also revealed that the consumers who prefer to use their social identities to interact with sites across the web (labeled as fans on the next page) are more valuable to retailers. They tend to buy more often online and are more likely to rely on their social networks SN HMƦTDMBD OTQBG@RD CDBHRHNMR

Copyright © 2011 Janrain Inc. All rights reserved.

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user management platform for the social web

Source: December 2010 Blue Research study

%TQSGDQLNQD SGDRD BNMRTLDQR @QD MD@QKX SVHBD @R KHJDKX SN L@JD @ OTQBG@RD NM @ RHSD SG@S @TSNL@SHB@KKX QDBNFMHYDR SGDL

Source: December 2010 Blue Research study

We’ve entered a climate in which online consumers prefer to use their real identities from a social network to access sites on the web, and SGNRD VGN CN RN @QD E@Q LNQD KTBQ@SHUD ATXDQR 3GD PTDRSHNM SGDM ADBNLDR VGHBG RNBH@K HCDMSHSHDR SN RTOONQS ENQ QDFHRSQ@SHNM @MC KNFHM

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user management platform for the social web

6GHKD %@BDANNJ HR @ M@STQ@K NOSHNM our data across the 350,000 websites using Janrain Engage for social login demonstrates the U@KTD NE BGNHBD 2ODBHƥB@KKX @LNMF QDS@HK RHSDR %@BDANNJ HR SGD most popular social login provider, but half of all consumers prefer to use an identity from Google, Yahoo! or another social network. 1DS@HKDQR SG@S NMKX RTOONQS %@BDANNJ L@X AD KD@UHMF @R LTBG @R half of their potential audience in the cold.

3) Social Sharing 2NBH@K RG@QHMF S@OR ODDQ QDBNLLDMC@SHNMR SN CQHUD PT@KHƥDC SQ@ƧB

Source: Janrain’s quarterly social login and social sharing trend data from Apil 2011.

to product pages and conversion points on your e-commerce site. It lets consumers promote their purchases, product reviews, or other content from your site to their friends on multiple social networks. 3GHR AKDMCR SGD ADMDƥSR NE VNQC NE LNTSG L@QJDSHMF @MC AQ@MC @CUNB@BX SN CQHUD PT@KHƥDC MDV QDEDQQ@K SQ@ƧB SN XNTQ RHSD )@MQ@HM customers generate an average of 13 new referral visitors to their site for each piece of shared content. 2NBH@K RG@QHMF @KRN GDKOR QDS@HKDQR @MC AQ@MCR BHQBTLUDMS SGD BG@KKDMFDR NE MDVR EDDC NOSHLHY@SHNM %@BDANNJŗR $CFD1@MJ @KFNQHSGL HR CDRHFMDC SN OQNLNSD QDKDU@MBD AX E@UNQHMF MDVR EDDC ONRSR EQNL EQHDMCR VHSG VGNL XNT EQDPTDMSKX HMSDQ@BS 6GHKD XNTQ AQ@MC O@FD L@X G@UD OKDMSX NE E@MR @MC KHJDR XNTQ %@BDANNJ ONRSR BNTKC FDS KNRS HM SGD MDVR EDDC TMKDRR BNMRTLDQR EQDPTDMSKX HMSDQ@BS VHSG XNTQ messages or visit your page. /DDQ SN ODDQ RG@QHMF HR CHƤDQDMS ADB@TRD HS KDUDQ@FDR SGD GHFG @ƧMHSX RBNQDR SG@S XNTQ BNMRTLDQR @KQD@CX G@UD VHSG SGDHQ EQHDMCR R @ QDRTKS ONRSR SG@S NQHFHM@SD EQNL BNMRTLDQR L@X AD LNQD KHJDKX SN ƥKSDQ SN SGD SNO NE SGD MDVR EDDC SG@M SGNRD EQNL XNTQ AQ@MC (M essence, more impressions lead to more referrals and ultimately, increased sales.

M DW@LOKD NE @ RG@QDC ONRS EQNL @ BNLLDQBD RHSD SN @ RGNOODQŗR %@BDANNJ V@KK QDBNLLDMCHMF @ product she just purchased to her friends. Copyright © 2011 Janrain Inc. All rights reserved.

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user management platform for the social web

4) Incorporate Friends and Social Graphs .MD QD@RNM QDS@HKDQR STQM SN %@BDANNJ HR SN QDOKHB@SD SGD RGNOOHMF L@KK DWODQHDMBD NMKHMD Ŕ VGDQD BNMRTLDQR ƦNBJ SN RSNQDR VHSG SGDHQ friends to browse and purchase products. But this type of social shopping is also possible directly on a retailer’s site after enabling social login. 6GDM BNMRTLDQR RHFM TO NM QDS@HK RHSDR VHSG SGDHQ %@BDANNJ HCDMSHSX SGDX B@M BGNNRD SN FQ@MS SGD QDS@HKDQ @BBDRR SN SGDHQ LDLADQ OQNƥKD data and friends lists. This social graph data opens the door to optimize social shopping on your site. Here are a few ways your customers B@M HMBNQONQ@SD SGDHQ %@BDANNJ EQHDMCR HMSN SGD RGNOOHMF DWODQHDMBD Ş %HKSDQ OQNCTBS KHRSHMFR NQ QDUHDVR SN OQNLHMDMSKX CHROK@X BNMSDMS SG@S EQHDMCR G@UD QDBNLLDMCDC (M NSGDQ VNQCR OQNUHCD @ window into purchases, product reviews and activities from friends. Ş (MUHSD %@BDANNJ EQHDMCR SN BGDBJ NTS @ O@QSHBTK@Q OQNCTBS NQ UHRHS SGD RHSD Ş 1DBNLLDMC FHES HCD@R ENQ %@BDANNJ EQHDMCR A@RDC NM SGDHQ AHQSGC@X NQ HMSDQDRSR 2DD SGD HL@FD ADKNV ENQ @M DW@LOKD

By making the shopping experience social, retailers can turn on word-of-mouth to expand product awareness, increase time on site, and improve the likelihood of purchase.

2D@QR KDUDQ@FDR SGD RNBH@K FQ@OG NE HSR VDARHSD UHRHSNQR SN NƤDQ FHES RTFFDRSHNMR ENQ @ RGNOODQŗR EQHDMCR

5) Mobile Check-ins By now, we all know that mobile is the fast becoming the online social activity platform. Shrewd retailers can harness this channel to uncover new revenue streams – primarily by leveraging check-ins.

Copyright © 2011 Janrain Inc. All rights reserved.

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3GD HMBTLADMS BGDBJ HMR OQNUHCDQR %NTQRPT@QD @MC &NV@KK@ VDQD INHMDC HM AX %@BDANNJ VGHBG K@TMBGDC HSR /K@BDR ED@STQD HM August. Even local reviews sites like Yelp, which can leverage its 3.7 million monthly mobile visitors and close relationships with local businesses, have entered the mix. %@BDANNJĹ—R HMGDQDMS @CU@MS@FD NUDQ SGDRD BNLODSHSNQR HR HSR RB@KD But regardless of which check-ins provider a retailer partners with, LNAHKD BGDBJ HMR NƤDQ MTLDQNTR ADMDĆĽSR Ĺ™BGDBJ HMĹš RS@STR TOC@SD posted to a user’s social network feed exposes a retailer’s brand to that consumer’s social graph and provides a form of social proof – if one of LX ENNCHD EQHDMCR RODMCR GDQ %QHC@X DUDMHMF @S SG@S MDV %QDMBG ETRHNM restaurant in town, maybe I ought to try it out as well. But integrating check-ins can also have a direct impact on customer KHEDSHLD U@KTD 1DS@HKDQR SG@S NƤDQ A@CFDR CHRBNTMSR NQ RODBH@K NƤDQR

%@BDANNJ /K@BDR @KKNVR TRDQR SN řBGDBJ HMŚ NM SGDHQ LNAHKD OGNMDR so friends know where they’re hanging out and what they’re doing.

SN TRDQR VGN EQDPTDMSKX BGDBJ HM E@BHKHS@SD QDOD@S ATRHMDRR @MC KNX@KSX Game mechanics, when also applied to other value-added activities such as making a purchase, writing a review or referring a friend, L@JD HS ONRRHAKD SN HMBDMSHUHYD CDRHQDC ADG@UHNQ QDV@QC HMĆŚTDMBDQR @MC JDDO BTRSNLDQR BNLHMF A@BJ ENQ LNQD

6) Social Ads 3@QFDSDC RNBH@K @CR @QD @MNSGDQ DƤDBSHUD SQ@ƧB CQHUDQ SN OQNCTBS O@FDR @MC BNMUDQRHNM ONHMSR NM XNTQ RHSD !DB@TRD %@BDANNJ MNV @BBNTMSR ENQ @ANTS NE @KK SHLD RODMS NMKHMD HM SGD 4 2 HS HR @M HMBQDCHAKX ONSDMS BG@MMDK ENQ @CUDQSHRDQR @MC %@BDANNJ MNV DWODBSR $4 billion in projected revenue for 2011. %@BDANNJ @CUDQSHRHMF VNQJR ENQ QDS@HKDQR O@QSH@KKX ADB@TRD NE SGD RNBH@K MDSVNQJĹ—R RB@KD ATS @KRN ADB@TRD %@BDANNJ B@M S@QFDS QDKDU@MS @CR based on a consumer’s demographics and/or interests. If your company sells athletic shoes, you will generate more conversions and a FQD@SDQ QDSTQM NM XNTQ @CUDQSHRHMF HMUDRSLDMS AX S@QFDSHMF %@BDANNJ TRDQR VGN @QD HMSDQDRSDC HM QTMMHMF

%@BDANNJ G@R L@CD HS D@RX ENQ @CUDQHSRDQR SN S@QFDS @CR SN TRDQR VGN RODBHEX HMSDQDRSR (M SGHR DW@LOKD VGDQD @ QTMMHMF BNLO@MX G@R S@QFDSDC HSR @C SN NMKX @OOD@Q SN SGNRD VGN L@QJ ř1TMMHMFŚ @R @M HMSDQDRS NM SGDHQ OQNƼKD

Copyright Š 2011 Janrain Inc. All rights reserved.

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user management platform for the social web

,@MX QDS@HK AQ@MCR TRD %@BDANNJ @CR SN CQHUD SQ@ƧB SN SGDHQ AQ@MC O@FDR NM SGD RNBH@K MDSVNQJ 6GHKD SGHR HR @M DƤDBSHUD S@BSHB HE SGD FN@K HR SN ATHKC BNLLTMHSX NM %@BDANNJ XNTQ OQNCTBS O@FDR NQ BTRSNL ROK@RG O@FDR RGNTKC AD SGD CDRSHM@SHNM HE QDUDMTD HR SGD HLLDCH@SD NAIDBSHUD 8NTQ D BNLLDQBD RHSD QDL@HMR SGD ADRS OK@BD SN SQ@BJ BNMRTLDQ ADG@UHNQ HMƦTDMBD BNMUDQRHNMR @MC LD@RTQD ODQENQL@MBD indicators through more robust analytics tools.

7) Credits "NQD SN %@BDANNJÅ—R OQNFQDRRHNM OTQDKX EQNL @ BNLLTMHSX RHSD SN @ ONRRHAKD DMFHMD ENQ BNLLDQBD SQ@MR@BSHNMR V@R SGD K@TMBG NE Credits, its virtual currency. Sold at 10 credits to the dollar, users can purchase virtual goods within social games or other apps while on %@BDANNJ KK RNBH@K F@LD CDUDKNODQR @QD MNV QDPTHQDC SN @BBDOS %@BDANNJ "QDCHSR @R @ BTQQDMBX HM SGDHQ F@LDR @MC RODBH@K HMBDMSHUDR @QD FHUDM SN BNLO@MHDR SG@S @BBDOS %@BDANNJÅ—R LDSGNC NE UHQST@K O@XLDMS DWBKTRHUDKX 3GD HMSQNCTBSHNM NE "QDCHSR AQNTFGS L@MX QDS@HKDQR SN %@BDANNJÅ—R CNNQRSDO HM @ MDV BNMSDWS !DXNMC AQ@MC ATHKCHMF OQNCTBS OQNLNSHNM and customer service, Credits was seen as a way to now facilitate commerce transactions within a social environment. 6GHKD SGD HMSQNCTBSHNM NE "QDCHSR G@R BDQS@HMKX GDKODC QDHMENQBD %@BDANNJÅ—R ONRHSHNM @R @M DM@AKDQ NE RNBH@K BNLLDQBD TMHUDQR@K ATX HM EQNL QDS@HKDQR L@X AD CHƧBTKS SN @BGHDUD 2NLD BNLO@MHDR RTBG @R deviantART, sustain their own vibrant virtual economy in part by enabling the purchase of physical goods with their own brand credits. Coupled with the fact that these retailers can circumvent %@BDANNJÅ—R BNLLHRRHNM ENQ "QDCHSR SQ@MR@BSHNMR @MC SGTR QDS@HM GHFGDQ L@QFHMR HS BNLDR @R KHSSKD RTQOQHRD SG@S SGD BNMBDOS NE UHQST@K BTQQDMBX ADXNMC %@BDANNJÅ—R ANQCDQR HR F@HMHMF SQ@BSHNM @LNMF QDS@HKDQR "QDCHSR @QD @ FQD@S HMBDMSHUD SN NƤDQ BNMRTLDQR HM DWBG@MFD ENQ CDRHQDC ADG@UHNQ 6GHKD LNRS BNLLNMKX TRDC @R @ O@XLDMS LDSGNC ENQ transactions, savvy retailers can leverage the concept to reward consumers for writing product reviews, referring friends, sharing products, NQ L@JHMF QDOD@S OTQBG@RDR 3GD MDWS FDMDQ@SHNM NE KNX@KSX OQNFQ@LR HMUNKUDR UHQST@K BQDCHSR @MC SGDX @QD @ RHFMHÆ¥B@MS B@S@KXRS ENQ improved customer lifetime value.

%NQ RNBH@K BNLLDQBD SN ADBNLD @M HMCTRSQX L@MC@SD SGD LDSQHBR LTRS RGHES ADXNMC DMF@FDLDMS SN QD@K CNKK@QR ADB@TRD @S SGD DMC NE SGD C@X OK@XHMF HM RNBH@K NMKX L@JDR RDMRD ENQ QDS@HKDQR HE HS LNUDR SGD R@KDR MDDCKD %@BDANNJ BDQS@HMKX G@R SGD ONSDMSH@K SN ADBNLD @ UH@AKD direct selling channel for retailers and a hub for social commerce. But until it evolves to support the deep level of analytics, SEO and merchandising tactics that retailers already use on their commerce sites, it is perhaps best leveraged as a complementary sales channel, a AQ@MCHMF @MC DMF@FDLDMS SNNK @MC @ SQ@ƧB CQHUDQ SN XNTQ D BNLLDQBD RHSD %NQSTM@SDKX XNT B@M AQHMF SGD ONVDQ NE %@BDANNJ @MC RNBH@K shopping to your site through the tools discussed in this paper.

Copyright © 2011 Janrain Inc. All rights reserved.

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About Janrain Janrain helps organizations succeed on the social web with its user management platform. Comprised of multiple products that can be used together or separately, Janrain solutions build user engagement and brand awareness. Janrain Engage provides social login @MC RNBH@K RG@QHMF SN DM@AKD @ TRDQ SN KNFHM VHSG @M DWHRSHMF @BBNTMS NM %@BDANNJ 3VHSSDQ +HMJDC(M NQ LNQD SG@M NSGDQ MDSVNQJR as well as share activities from the site to their social networks. Build deeper online engagement with available extensions for loyalty, QDV@QCR @MC BNLLDMSHMF )@MQ@HM "@OSTQD HR @ STQMJDX QDFHRSQ@SHNM @MC RNBH@K C@S@ RSNQ@FD RNKTSHNM )@MQ@HM %DCDQ@SD OQNUHCDR RHMFKD sign-on functionality to extend a brand’s online ecosystem. Janrain customers include industry leaders such as Universal Music Group, ,35 -DSVNQJR *NC@J -/1 3QHATMD (MSDQ@BSHUD 2D@QR @MC "HSXRD@QBG %NTMCDC HM )@MQ@HM HR A@RDC HM /NQSK@MC .QDFNM %NQ LNQD information, please call 1-888-563-3082, or visit www.janrain.com.

Copyright Š 2011 Janrain Inc. All rights reserved.

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