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.

1. Are You Being Anti-Social?
David Mount
Technical Director – UK & Ireland

2. Some Statistics

3. Approximate Number of UK Social
Media Subscribers
34M
33M
11M
3
© 2012 NetIQ Corporation. All rights reserved.

4. Average Number of Social Media
Accounts per Internet User
2
4
© 2012 NetIQ Corporation. All rights reserved.

5. Average Number of Online Accounts,
per Internet User
24
40
5
© 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
6
© 2012 NetIQ Corporation. All rights reserved.

7. B2C & G2C Challenges
The need for more effective interactions
More effective B2C or G2C interactions
•
•
Self registration – the business avoids requiring form
fill requests, which has a 87% drop rate
•
7
Convenience – customers don’t have to remember
site specific credentials to login
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
–
–

8
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
© 2012 NetIQ Corporation. All rights reserved.

9. Case Study – NYC.gov

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?”
“How do I support
identity without
having to pay for
directory licenses?”
The CIO
The Admin
“How do I personalise
the experience?”
The User Experience
Expert
10
© 2012 NetIQ Corporation. All rights reserved.
“How do I meet our
compliance
requirements?”
The Auditor

11. Social Federation for NYC.gov
OAuth
Token
11
© 2012 NetIQ Corporation. All rights reserved.
Consumer
Federation

12. Social Federation for NYC.gov
Secure
Resources
Public
Resources
www.nyc.gov is a site
composed of information
from other
webservices, secure, publi
c, and semi public.
12
© 2012 NetIQ Corporation. All rights reserved.
Social
Access
Secure Identity Enabled
Web Services
Non Identity based
information and services,
optimized for speed
Personalized Web
content, requires only
simple consumer
authentication or
NYC.ID

13. Learn more about NetIQ’s Social Sign-On
solutions at: bit.ly/SocialAccess