Brand APIS and Brands as APIs

From Circus Conference in Sydney, Australia, March 19, 2013 about brands creating, using and thinking like APIs.

Transcript

1. brand apis & brands as apis 19 March 2013 @farrahbostic
2. Hi, i’m @farrahbostic I run...
3. it’s cool in advertising to steal software development metaphors Google #Firestarters: Agile Planning Do Agencies Need to Think Like Software Companies? Agile creativity, think with google
4. with apologies to @andywhitlock
5. agile is an engineering process, not a vision or a strategy. it’s useful when you already know what to build. but not that useful for figuring out what to build. with thanks to @billwscott
6. figuring out what to build is hard.
7. an api is something a lot of our brands could build. An application programming interface (API) is a protocol intended to be used as an interface by software components to communicate with each other. An API is a library that may include specifications for routines, data structures, object classes, and variables.
8. but why do apis matter?
9. you probably know this api the best
10. 1 Literally Brand that use APIs 2 Metaphorically Brands that behave like APIs 3 Prospectively What if more brands embraced the ethos of an API and created or worked with them?
11. first, the literal
12. how brands can use apis To identify & learn about your customers To expand opportunities to transact with your brand To open up your value chain
13. single sign-on
14. skype Skype in the Classroom uses Skype’s single sign-on. So not only do they know how teachers are using the education service, they also know how teachers are using the core Skype service - including their propensity to pay for services.
15. sell stuff in more places Best Buy has opened up its inventory and payment APIs for 3rd party developers to use. Listia is one where you can put up your old belongings, and use credits to redeem for new items from online retailers, including Best Buy. Another, is eBay.
16. eBay used the BBYOpen APIs for its Gifts Nearby holiday program so eBay shoppers could find last minute gifts in-stock at retailers nearby, and complete a Best Buy purchase without leaving the site.
17. open up the value chain Inventory & fulfillment Payment processing Hosting & analytics
18. support your value chain & your customers airbnb uses twilio to automate mobile communication between hosts and guests using text messaging. If a host hasn’t responded to a request, they get an automated SMS with information about the guest, the dates, and the price. They can reply via SMS as well 3/17/13 Automated Customer Communications at Airbnb - Twilio Case Study Case  Studies Projects Developers Airbnb  is  an  online  marketplace  that  enables  private  residents  and  commercial  properties  to  rent out  extra  space  to  travelers  looking  for  a  hotel  alternative.  The  company  slogan  "travel  like  a human"  captures  the  essence  of  the  unique  experience  Airbnb  provides  to  travelers  looking  for affordable,  creative,  or  unconventional  lodgings. HIGHLIGHTS Text  message  confirmations  increase  the  number  of  successful  bookings Automated  messages  remove  the  need  for  customer  service  reps  to  manually  contact hosts ENHANCE CUSTOMER COMMUNICATIONS Connect  with  customers  in  innovative ways  using  voice  and  SMS  messages Enable  detailed  exchanges  for  scheduling and  collaboration Boost  customer  satisfaction  with  high touch  updates  and  information To  match  travelers  and  hosts  with  ease, Airbnb  turned  to  Twilio  for  efficient  mobile  communications  with SMS. VOICE SMS CLIENT SOLUTIONS DOCS HELP LOGIN + Sony’s Epic Records used twilio to create a viral phone and SMS campaign, calling fans with recordings from band members promoting their new album and providing a sample of their music. The band and managers could easily add new recordings and check the progress of the campaign from anywhere. 3/17/13 Phone and SMS Marketing Campaign for Sony - Twilio Case Study Case  Studies Projects Developers Sony  Music  and  Lamb  of  God  went  viral  with  a unique  album  launch  campaign  using  Twilio. VOICE SMS CLIENT SOLUTIONS DOCS HELP LOGIN +
19. now, the metaphorical
20. tesco homeplus in korea
22. IKea Consistent retail experience. Modular, flat-pack furniture and parts. You build it. And you can hack it, too. (I did)
23. ideas that spread
24. finally, the prospective
25. Answer questions Watch a Demo Find a Retailer Get your recommended movies Home Page Create an event Like the Facebook Page
26. seen this? ifttt.com try it yourself!
27. Apple + Nike + mobile + social + Hardware
28. we could transform marketing into ‘MAAs’ Starbucks meets Passbook American Express meets Foursquare Spotify meets Blue Note Records meets iTunes Store MTA meets Google Maps meets Augmented Reality what api could you use or build with your clients and for their customers to create value?
29. thanks - this was fun.