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NetIQ's David Mount examines the rise of Social Media networks as identity brokers / providers. Using NYC.gov as the case study, David shows how it is easier to engage customers and give them personalized service or web experience. At the same time increasing customer satisfaction, participation, and decreasing desertion.
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David MountTechnical Director – UK & Ireland
Are You Being Anti-Social?
Some Statistics
© 2012 NetIQ Corporation. All rights reserved.3
Approximate Number of UK Social Media Subscribers
34M
33M
11M
© 2012 NetIQ Corporation. All rights reserved.4
Average Number of Social Media Accounts per Internet User
2
© 2012 NetIQ Corporation. All rights reserved.5
Average Number of Online Accounts, per Internet User
24
40
© 2012 NetIQ Corporation. All rights reserved.6
Social Networks will Become Identity Brokers/Providers
“By end of 2015 30% of all new retail customer identities will be based on
social network identities. Today identity is delivered by the enterprise. If you look at business partners and customers, identities may come from somewhere else. In a decade or so
depending on the mobility of the social media environment and our ability to build an enterprise-class
shell around that identity, they could become the dominant identity
providers.” - Earl Perkins, Gartner analyst
© 2012 NetIQ Corporation. All rights reserved.7
B2C & G2C ChallengesThe need for more effective interactions
More effective B2C or G2C interactions • Convenience – customers don’t have to remember site specific credentials to login
• Self registration – the business avoids requiring form fill requests, which has a 87% drop rate
• Personalization – customize content based on identity related information: past purchases; Facebook, etc.
© 2012 NetIQ Corporation. All rights reserved.8
Why shouldn’t we be Anti-Social?
Government/Customer Information Portals– Information access needs identity not security
Customer Involvement and feedback– Increased customer engagement by not requiring site or vender specific accounts
– Increase citizen involvement and feedback
– Data collection
Customer Resource Management– Link customers to their Social Identity to provide enhanced support channels
Storefronts– Personalization
– No need for customer to fill out a form with information which can already be provided as a result of a Social Login
Multiple Accounts for a single Identity
Case Study – NYC.gov
© 2012 NetIQ Corporation. All rights reserved.10
NYC.gov Lightly Secured Customer Facing Portal – the questions
“Why do I have to create another *#@&! account just to book a tennis court?”
The Resident
“How do I allow access from multiple social logins, directories and SAML IDPs?”“How do I provide graded access for anyone; minimal identities; validated identities; and employees?”
The Admin
“How do I meet our compliance requirements?”
The Auditor
“How do I personalise the experience?”
The User Experience Expert
“How do I support identity without having to pay for directory licenses?”
The CIO
© 2012 NetIQ Corporation. All rights reserved.11
Social Federation for NYC.gov
OAuthToken
ConsumerFederation
© 2012 NetIQ Corporation. All rights reserved.12
Social Federation for NYC.gov
Social Access
Secure Identity Enabled Web Services
Non Identity based information and services,optimized for speed
SecureResources
Public Resources
Personalized Web content, requires only simple consumer authentication or NYC.ID
www.nyc.gov is a site composed of information from other webservices, secure, public, and semi public.
Learn more about NetIQ’s Social Sign-On solutions at: bit.ly/SocialAccess
