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TakingITGlobal Case Study

TakingITGlobal (TIG) is the largest online community of youth interested in global issues and creating positive change. Founded in 2000, the organization has reached more than 14 million kids across 261 countries and territories. The organization offers an online community and education programs geared toward middle and high school students.

The Challenge

A key objective of the TakingITGlobal (TIG) website is encouraging people to take action and pledge or commit to make a change on global issues. Engagement with users and reducing barriers to entry is paramount to accomplishing this goal. TIG wanted to make the registration process as simple as possible and looked for a hosted solution to enable registration and login through a user’s existing identity provider, such as Google, Yahoo!, Facebook, or Twitter.

The Solution

TIG selected Janrain to make it easy for users to login with their existing account on Facebook, Google, Twitter, LinkedIn, Yahoo!, MySpace, and other platforms, as well as publish their activities back to multiple social networks.

It is becoming increasingly important for us to get people to interact online without the barrier of registration. We were excited about using Janrain. The ease of use and implementation were the main factors that drove our decision. — Michael Furdyk, TIG’s Director of Technology

During the authentication process, Janrain imports a rich set of user registration and profile data and normalizes it into a format that is easy to extract and use for personalization of content. On future visits to the website, Janrain remembers the user’s preferred provider to enable a single-click sign-in experience. The social sharing feature lets users share comments, reviews and other activities directly to multiple social networks like Facebook, Twitter, Yahoo!, and MySpace.

The Results

TIG has met its objectives in encouraging more visitors to sign up and interact with content. The organization chose to use favicons () for the network identity providers on the homepage to give users a visual cue to login with an existing account from one of the identity providers. TIG has also added Janrain to its registration flow for first time visitors.

Compared to when it only offered a traditional registration and login system, TIG is seeing the following results with Janrain:

  • Existing users are logging in eight times more often than before
  • A five-fold growth in registrations from new visitors to the site

Janrain has been instrumental in helping TIG build its brand and connect to the social networks. By deploying the social sharing functionality throughout the site, TIG is enjoying qualified referral traffic and word of mouth marketing through its user base.

  • For each activity a user publishes back to the social networks, TIG is seeing an average of 15 qualified new visitors to the TIG website
  • Over 2000 new visitors came to the site within the first two weeks of implementing Janrain social sharing

TIG is able to expand its presence on multiple social networks and connect with new supporters by giving their users a choice in social sharing destinations.