Selling to Consumers
Convener: Phil Wolff
Notes-taker: Paul Osman
OpenID, Identity, Data Portability, Evangelism, Marketing, Political Activism
- Who to evangelize to? B2B or B2C?
- Most efforts so far have been targeted towards site operators (B2B).
- B2B evangelism is still beneficial. Rely on them to educate consumers about benefits / value / etc. (Teach the teacher).
- How to market to consumers? Message is confusing (Too many choices!).
- How to simplify the stack (easy to implement, easy to use).
- What distribution / marketing channels to use?
- We're an industry. Do we need a foundation (is it OpenID?)
- What's been successful? Media (Fear mongering)
- Inject the message into the user experience (i.e. remember sites directing users to update insecure browsers).
- Successful case studies (EV Certs, Creative Commons, Privacy Policies)
- Parallel with history of credit cards (i.e. used to be one per merchant, then VISA and MC convinced users that “membership had benefits”).
- Progressive disclosure: Don't expose everything to the user at once. Ease them in.
- Start with low risk but high value (i.e. start with friendfeed, not banks).
- “Safe Identity”
- “Let My Data Go!” - Agit-prop campaign, make consumers demand it
- “Membership Has Its Benefits!” - VISA and Mastercard approach (it's a club!)
- Next Steps:
- Get to the root of the problem (data portability? Identity?)
- Solve the cognitive gap (Life Identity vs. Accounts)
- Participants exchanged email addresses, another session proposed.