Why every brand needs an API for developers
 

Why every brand needs an API for developers

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Does every brand need an open API? This presentation makes the case—using Kraft as an example—for how everyday brands could find unexpected value in releasing their own APIs for developers.

Does every brand need an open API? This presentation makes the case—using Kraft as an example—for how everyday brands could find unexpected value in releasing their own APIs for developers.

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Why every brand needs an API for developers Why every brand needs an API for developers Presentation Transcript

  • Everything is interactive. 1
  • Interactive Agency of the YearWinner, 2009Runner-up, 2010 & 2011 2
  • Psychology + Technology Ideas that WorkTraction combines psychology & technology to create ideas that work. 5 3
  • Why every brand needs an open API for developers. Focus on “Why.” (http://mashable.com/2011/01/04/brand-open-api-developers/) 4
  • Banners Like rocks that marketers throw at customers trying to knock them upside the head. APIs An unexpected solution? AppsWith the avg. consumer regularly engaging with a max of 11-14 apps, these are a hard place to reach. 5
  • APIs may be obvious for these brands. But, what about these? 6
  • Videos Recipes Tools Tips Big Fork Little Fork. GamesA monolith of an app. The right solution for Kraft? 7
  • Twitter’s 140 characters is an API first, not a website. 8
  • What if we updated the APIs on Twitter... 9
  • … and changed “What’s happening?” with “What’s for dinner?” & “my feed” for “recipes.” What’s for dinner? Meat Meat Loaf what you need 1 cup dry bread crumbs Meat Balls 1/4 cup milk 2 lb. ground beef 1 can (8 oz.) tomato sauce or ketchup, divided Meat Burger 3/4 cup finely chopped celery 1 envelope GOOD SEASONS Italian Dressing Mix 1 egg, lightly beaten 2 Tbsp. chopped fresh parsley Meat Head Meat Loaf Meat & Potatoes 10
  • When these devices come along,Kraft won’t have to spend a million dollars. 11
  • Or when this partner innovates, Kraft can be part of that innovation.Imagine choosing a recipe and all the ingredients get delivered to your doorstep. 12
  • WWDCEssentially a big, fat ad for Apple’s APIs. 13
  • Does every brand need an open API for developers? Maybe, maybe not. But definitely, maybe. 14
  • Thanks.Adam Kleinbergwww.tractionco.com/blogadam@tractionco.com@adamkleinberg415.962.5823 15