OIDF Social Media for Retailers Summit March 8 th , 2011 Jon Nordmark CEO of UsingMiles.com and board member of eBags Founder, 10-year CEO, Chairman of eBags.com
Jan 20, 2015
OIDF Social Media for Retailers SummitMarch 8th, 2011
Jon Nordmark
CEO of UsingMiles.com and board member of eBags
Founder, 10-year CEO, Chairman of eBags.com
Overview
Background– eBags … drop ship, 2 million reviews, sold 6pm.com to Zappos
– ShopRunner (NewEgg, BareNecessities, eBags, Borders, Shoes.com) … Amazon Prime
– LiveClicker, PowerReviews, BazaarVoice, Certona
– Services build profitable future (Amazon Prime, Credit Cards, Cloud, fulfillment)
• Requires seamless handoffs, from site to site
Objectives– Friction-free, seamless registration (decreased memory drag)
– Registration across service providers
• Facilitate social publishing: engagement, awareness
– Faster checkout
Deployment Issues– Where product reviews were six years ago
– Limited to partner (SaaS) implementations … LiveClicker, PowerReviews
– Mind share, myopic
– Need enemy (Amazon)
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Pre-Shopping Cart integrations
Security is a laser focus
Time not dedicated to understanding
Overview
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Overview
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Overview
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Risk -Free (No-Work) Deployment
Objectives– Friction-free, seamless registration
• Decreased memory drag
– Registration across service providers
• Facilitate social publishing
– Engagement
– Build awareness
– Faster checkout
Risk-free deployments– SaaS partners
• LiveClicker
• PowerReviews
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Deployment Success
LiveClicker Success– Purpose: Marketing
for awareness and engagement
– Video published into Facebook
– Comments published back into retailer site
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Deployment Success
LiveClicker Success– Purpose: Marketing: Engagement– How to videos making use of
Facebook’s engagement platform– 10,000 people watching Auto
videos on Facebook
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Deployment Success
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Borders LiveClicker
One-offs
Deployment Success
Activity– Off-site activity
– More than halfof eBags videosare viewed off of eBags
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Deployment Success
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PowerReviews Success– Purpose: Marketing:
engagement, awareness– 100,000 reviews in a week
Opportunities
Grease the skids (of the process) … no eye-brow raisers– Confusion needs to be minimized
• Sears and Threadless
• New customers are one thing, returning customers are another
Facilitate faster, easier checkout
Connect between services … invisible handoffs
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Facebook login
Twitter login
Threadless FB login
Threadless FB login
Threadless FB login
Opportunities
Grease the skids (of the process) … no eye-brow raisers– Confusion needs to be minimized
• Sears and Threadless
• New customers are one thing, returning customers are another
Facilitate faster, easier checkout
Connect between services … invisible handoffs
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Deployment Success
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Borders LiveClicker
One-offs Coming soon:ShopRunner
Opportunities
Grease the skids (of the process) … no eye-brow raisers– Confusion needs to be minimized
• Sears and Threadless
• New customers are one thing, returning customers are another
Facilitate faster, easier checkout
Connect between services … invisible handoffs
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Data– Twitaholic
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Countless handoffs, exchanges of “customer ownership”
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Requests
For adoption into retail
– Fine-tune the UX • Test, test, test• Proven, no-drag on Conversion Rates
– Education about benefits• To marketing, merchandising, technologists
– Bring into the checkout process
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Requests
If we could get our partners to implement OpenID or OAuth providers that would help reduce friction for us, mainly by avoiding making them share their login info with Usingmiles as a 3rd party. However, that still leaves users with multiple identities & passwords to manage. I’ve already talked with the team about supporting multiple identities tied to an account, which would facilitate this.
The ideal would be if partners supported social login to their sites in conjunction with OAuth or a similar authorization scheme for us to connect to them. Then a user could login to our site with his/her Google identity, for example, and then simply go through an authorization step at the partner site (also using the Google identity) to allow UsingMiles to access their information.
The problem I see with federated identity today is that everybody wants to
stand at the top of the identity food chain. Google, Facebook, Yahoo, Twitter, etc. support OpenID/OAuth to allow other sites to authenticate/authorize with the identities they own, but they haven’t shown a willingness as far as I have seen (except for Yahoo) to do the reverse. For example, you can’t login to Google with your Facebook ID or vice-versa. If the airlines and other businesses show a similar reluctance to give up full control of their user identities then it will be problematic to make this federated identity vision a reality.
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