Janrain's Integrated Social Log-in - Making Music 1988 Cassette Deck Easy Again
As Easy as Changing a Radio Station
In 1988 I got my first car, an eight year old Chevy Citation. Powder blue. It used to be that I had six buttons from the cassette deck that let me change from one radio station to another. Journey's "Open Arms," on one setting, followed by Kenny Rogers' "The Gambler" on the next.
Times have changed, and today, we music fans have a variety of online venues to choose from to get our melodic fix. But logging in from one source to another in the online world isn't quite as easy as pushing a protruding black button on an AM/FM radio.
Today's social music consumer gets content from all sorts of channels, including Facebook, Twitter, YouTube, Flickr, and Spotify, to name the biggies. Janrain, a company out of beautiful Portland, Oregon, brings all those channels together, simplifying the user experience, and enhancing the type content that these fans receive.
I met with Janrain at ExactTarget's Connections Conference in Indy. There, the company presented its solution in a case study with one of the music industry's largest labels. Through its integration of Janrain Engage, Interscope-Geffen-A&M (IGA) is reducing barriers to registration and building more personalized, vibrant and engaging communities for its users.
Prior to the integration, Interscope's challenge was managing individual websites for each of its recording artists, and keeping readers navigating through each of them. Require a log in for each unique site, and online users quickly grow tiresome, and tend to go elsewhere. Therefore, a key site objective is to make it easy for registered fans to sign in a single time, and interact with the content in an ongoing communication channel.
Allowing these same IAG fans to use existing log-in credentials from sites like, Facebook, Twitter, Google, and others, makes the process even more seamless. Fan attention, time-on-site, and engagement is critical to the music label's success in building communities, social networks, and artist following. Interscope Records recognized the need to unify the multiple streams of content into one home base for fans to get real time updates and engage with their favorite artists without having to visit multiple sites, and selected Janrain to deliver that reality. Attention, time and engagement is fragmented as people devote these precious resources across an increasing number of communities and social networks which makes it difficult for everyone to connect in a meaningful way.
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