OpenID Will Let You Log-On To Multiple Sites with the Same Digital Identity

Originally developed in 2005, it has taken four years for the OpenID application protocol, even the concept, to take hold in the mainstream.  You are probably hearing the buzz about OpenID, Google Friend Connect or Facebook Connect and if you haven’t used one yet, it is only a matter of time.  And why not adopt a system which allows you to use the same login and password, or digital identity, for an unlimited number of websites or software systems?  Whether it is checking account balances, paying bills or simply commenting on a product or forum, having one master key as your gateway into dozens, if not hundreds of sites, certainly could simplify things.  Imagine going between the recently announced OpenID compatible sites of Kmart and Sears, without even logging in twice.  It is just around the corner.

What’s Driving OpenID?  The Fight for Your Online Friends

One of the reasons we’re seeing a dramatic increase in sites which offer these types of services is the result of a battle to acquire users between Google, Facebook, AIM/Yahoo, Twitter and others.  It is easy to understand why the virtual user-grab is taking place.  Where there’s a connection, there’s relevance, and where there’s relevance . . . advertising dollars.  Relevance between friends can play out any number of ways.  With Facebook Connect, a user can login to any equipped site and view the activities of their friends, such as ratings, reviews, wishlists, and recently viewed products.  Two-way messaging with friends from within retail or manufacturers’ sites can provide untold word-of-mouth marketing and personal endorsements.  Another practical application, where bringing your friends along for the ride enhances the experience, is in the presentation of live media.  During NASCAR races, fans can login and watch four on-track video streams while simultaneously chatting with the public, their Facebook friends or people they follow on Twitter.

Coming Of Age . . . Virtually

A significant obstacle to overcome in the adoption of the OpenID concept is security.  As with many new capabilities on the web, a natural course of development will take place as users begin to utilize OpenID.  It only makes sense that our privacy and preferences will be managed centrally, allowing for the creation of multiple levels of security and relations.  As our kids begin to get online, as parents or mentors, we’ll have the option to manage their accounts as well, even from within the same central location.  As they get older, URLs and services will simply be unlocked.  VeriSign, a well-trusted web service, is specifically targeting those concerned about online security with the introduction of their Personal Identity Portal which allows users to manage different facets of their visibility and permissions.

Like Facebook, Plaxo allows you to maintain different levels of your Profile for different instances. Here you are allowed to manage both Work and Home Profiles.

Ultimately, we’ll all be navigating the web, contributing to forums, commenting on products, and pinging the web-space for customer service help, with our own, single, unique ID by which we’ll be known throughout the digital universe.  We’ll sit down in front of the tube, login and take a look at what friends are watching and exchange comments, thoughts, links and laughter.  As we surf the web, we’ll be connected 100% of the time.  Considering how efficiently data can be tracked and gathered, the term “unique visitors” takes on an exciting spin.

Virtually Connected Marketing Takeaways

The age of OpenID style browsing is like a storm gathering in the high country about to flood the greater cyber-plains.  If you’re currently redesigning a website, or putting forth a 2010 or later marketing plan and not allowing users to bring along their entourage, well, then you’ve read this just in time.  Remember, this isn’t just about the social web, it is about the next generation of the web, better performance and greater convenience.  And despite all the promise of relevance and communication, it is probably the last of these that will rule the day.  In the worst case scenario, you can at least allow for an ease of entry to your marketing launch.  Opt-ins for email, mobile alerts and contests can be a login and password, versus ‘fill out the forms to enter and win’, which is bound to increase participation and help you become an online marketing champion!

If you want to have a talk about your OpenID/social strategy, call Brett Johnson at 310-651-9517.