Presented by Jacob Ideskog from Twobo Technologies at Nordic APIs in Copenhagen the 21st of May 2013.

1. Integrated social solutions, the power and
pitfalls of mashups
By Jacob Ideskog, Solution Architect
@jacobideskog, @2botech
Copyright © 2013 Twobo Technologies AB. All rights reserved.

2. Agenda
 Disruptive impact of emerging technologies
 Criticality of identity in managing change
 Potential of social identity
 Integrating social is hard & continuous
 Simplified solutions using Aggregated API
Copyright © 2013 Twobo Technologies AB. All rights reserved.

3. Disruptive trends
Cloud
Computing
Social
Networks
Mobile
Big
Data
Copyright © 2013 Twobo Technologies AB. All rights reserved.

4. Identity is central
Social
Networks
Cloud
Computing
Mobile Big
Data
Identity
Copyright © 2013 Twobo Technologies AB. All rights reserved.

5. Potential of social identities
 Building customer relationships is a
journey
 Web site visitors are initially
unknown/anonymous
 They reveal more about
themselves as they see value
 Visitors who continue on the
journey become customers and
eventually fans
Copyright © 2013 Twobo Technologies AB. All rights reserved.

6. Social shortens the journey
 Social login increases likelihood that visitors will
become customers and fans
 Those who use social login are influencers
 Socially logged in users are more likely to return
 86% leave rather than creating an account
Copyright © 2013 Janrain, Inc. All rights reserved
Copyright © 2013 Twobo Technologies AB. All rights reserved
Source: Janrain, Blue Research

7. Integrating social can be hard
 Popularity varies, so choice is important
 New social networks continue to be
introduced while others become passé
 All have different APIs
 Many existing CRMs are not prepared
to store social data
 Successful usage means login, share & capture
Copyright © 2013 Janrain, Inc. All rights reserved
Copyright © 2013 Twobo Technologies AB. All rights reserved

8. The power of Mashups
 Web mashup is easy
 API mashup is harder
 But the payoff is greater
 API aggregation is really hard
 And believe me, you’ll need to do it anyway…
Copyright © 2013 Twobo Technologies AB. All
rights reserved

9. Why is it hard
 Different backend states and protocols
 Different authentication methods
 Different lookup schemes
 Backend versioning
Copyright © 2013 Twobo Technologies AB. All
rights reserved
1st Original API
New
‘Aggregated’ API
2ndOriginal API
Operationally
interesting

10. Aggregators are surfacing
 Don’t invent the wheel
 Once your API is advanced enough, you’ll have to
aggregated anyway
 Aggregated Social APIs are surfacing
Copyright © 2013 Twobo Technologies AB. All rights reserved

11. Example: Janrain
 Drastically simplified integration
 Disparate social APIs hidden behind one façade
 Requires only JavaScript & some server-side code
 Social data stored in scalable, purpose-build cloud DB
 Includes embeddable user registration forms
 Prebuilt connectors to other tools/platforms
 Not just login; publish back to multiple social
networks as well
Copyright © 2013 Twobo Technologies AB. All
rights reserved

12. What about after conversion?
 So, your user logged in!
 What will you allow them to do?
 How much is a social identity worth?
 Sites provide resources of varying value
 An account is often needed after conversion
 Use of social identity alone for valuable transactions is
insecure & unsound
 Combining social w/ secure authentication &
centralized policy management is the key to safe
social integration
Copyright © 2013 Twobo Technologies AB. All rights reserved

13. Protect the API
 Your API needs protection
 Different endpoints need different security
 Combining local user-stores with social
 Unified user identifier
Copyright © 2013 Twobo Technologies AB. All
rights reserved

14. Example
 Combining Janrain w/ CA SiteMinder
 Interaction requires 2 lines of HTML
 Web apps are oblivious to social networks, access
control & user sessions
 Step up authentication from social is automatic
 Correlate first access to last
 App gets identity uniformly
 Better UX
Copyright © 2013 Twobo Technologies AB. All rights reserved

15. Resulting Architecture
Copyright © 2013 Twobo Technologies AB. All rights reserved

16. Seeing is believing
Copyright © 2013 Twobo Technologies AB. All rights reserved
Demo

17. Solutions must be ”baked”
Copyright © 2013 Twobo Technologies AB. All rights reserved

18. Solutions must be ”baked”
Web SSO
Account
Management &
Provisioning
Authorization Social Media
Aggregation
API Security
Copyright © 2013 Twobo Technologies AB. All rights reserved

19. Questions & thanks
@2botech
www.2botech.com
@jacobideskog
Copyright © 2013 Twobo Technologies AB. All rights reserved