imedia march brand summit: moving at the speed of culture
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iMedia March Brand Summit: Moving at the Speed of CultureTRANSCRIPT
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