imedia march brand summit: moving at the speed of culture

Brand as Channel / API:Moving at the Speed of Culture

an iMedia Brand Summit Master Class

conducted by:

Alan Schulman,CDO, U.DIG > The Digital Innovations Group@digschulman

Friday, March 11, 2011

Brand as Channel:

Haven’t we been here before?

Friday, March 11, 2011

Brand as Channel / API?What is an “API” and why should you know about it?

“Application Programming Interface”

A mechanism for distributing content persistently - 24/7/365

Think of it as “Always On” Messaging

Friday, March 11, 2011

Brand as Channel:

A Change in how you message.

From campaign to contentecosystem.

Beyond pure advertising & lead generation.

From campaign processes to content frameworks.

Friday, March 11, 2011

Brand as Channel versus Advertiser: WHY?

Consumers just arenʼt buying it anymore...

- oversold and over-saturated - elusive / fragmented - living an on-demand lifestyle - distrusting and disposing

Friday, March 11, 2011

But what if your Brand was a:

Realtime Content Creator

Realtime Content Curator

Realtime App Developer

Realtime Content Distributor

Realtime Content Syndicator

Realtime Brand Storyteller

instead of an “Advertiser”

Friday, March 11, 2011

Some examples:

Realtime Content Creation >Example > Old Spice

Brand as Channel:

Friday, March 11, 2011

Some examples:

Realtime Content Creation >Example > Cisco > The Realm

Brand as Channel:

Friday, March 11, 2011

Some examples:

Realtime Content Creation >Example > GE > EcoImagination

Brand as Channel:

Friday, March 11, 2011

Some examples:

Realtime Content Creation >Example > GE > EcoImagination

Brand as Channel:

Friday, March 11, 2011

Realtime Content Curation > Example > Liberty Mutual

Brand as Channel:

Friday, March 11, 2011

Some examples:

Realtime Content Syndication >Example > Amex OPEN

Friday, March 11, 2011

Realtime LBS App Development >Example > Charmin

Brand as Channel:

Friday, March 11, 2011

Campaign-based Content Distribution >Example > State Farm

Brand as Channel:

Friday, March 11, 2011

Brand as Channel:Realtime Content Distribution State Farm Nation >

Friday, March 11, 2011

Panel Discussion:

Moving from Campaign to Content based mindset.

Brand Marketer Panel >

Scott Koehler, VP OPEN Digital Media & MarketingAmerican Express

Kevin Kozlen, Multimedia Content Producer,State Farm Insurance

Friday, March 11, 2011

Ask the question...Does your consumer’s buying path require you to become:Realtime Content Creator

Realtime Content Curator

Realtime App Developer

Realtime Content Distributor

Realtime Content Syndicator

Realtime Brand Storyteller

instead of just an “Advertiser”

Friday, March 11, 2011

Brand as Channel / API:Moving at the Speed of Culture

an iMedia Brand Summit Master Class

conducted by:

Alan Schulman,CDO, U.DIG > The Digital Innovations Group@digschulman

Friday, March 11, 2011