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.

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Why every brand needs an API for developers

  1. 1. Everything is interactive. 1
  2. 2. Interactive Agency of the YearWinner, 2009Runner-up, 2010 & 2011 2
  3. 3. Psychology + Technology Ideas that WorkTraction combines psychology & technology to create ideas that work. 5 3
  4. 4. Why every brand needs an open API for developers. Focus on “Why.” (http://mashable.com/2011/01/04/brand-open-api-developers/) 4
  5. 5. 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
  6. 6. APIs may be obvious for these brands. But, what about these? 6
  7. 7. Videos Recipes Tools Tips Big Fork Little Fork. GamesA monolith of an app. The right solution for Kraft? 7
  8. 8. Twitter’s 140 characters is an API first, not a website. 8
  9. 9. What if we updated the APIs on Twitter... 9
  10. 10. … 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
  11. 11. When these devices come along,Kraft won’t have to spend a million dollars. 11
  12. 12. 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
  13. 13. WWDCEssentially a big, fat ad for Apple’s APIs. 13
  14. 14. Does every brand need an open API for developers? Maybe, maybe not. But definitely, maybe. 14
  15. 15. Thanks.Adam Kleinbergwww.tractionco.com/blogadam@tractionco.com@adamkleinberg415.962.5823 15

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