“You need to add value to people's lives,
not just expect them to participate
because you goddamn well asked them to.”
Mel Exon, BBH Labs
“Stop communicating products
& start making communication
Gareth Kay, Goodby
it’s cool in advertising to steal software
Do Agencies Need to Agile Planning
Think Like Software
Companies? Agile creativity,
think with google
execution is important.
but figuring out what to build is hard.
an api is something a lot of our brands could
build or use.
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.
how brands (should) use apis
To identify & Learn
transact with your
To open up
your value chain
skype & SINGLE SIGN-ON
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
BE WHERE YOUR
DELIVER WHAT THEY WANT.
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.
support your value chain &
If an airbnb host hasn’t responded to a request, the
twilio API is set up to send an automated SMS with
information about guests, dates, and price. Hosts
can reply via SMS as well.
VOICE SMS CLIENT SOLUTIONS + DOCS HELP LOGIN
3/17/13 Automated Customer Communications at Airbnb - Twilio Case Study
Case Studies Projects Developers
To match travelers and hosts with ease,
Airbnb turned to Twilio for efficient mobile communications with
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.
Text message confirmations increase the number of successful bookings
Automated messages remove the need for customer service reps to manually contact
Flexible integration allows Airbnb to easily launch new features
Pairing travelers and hosts for unique travel experiences
Airbnb enables hosts with an available room or property to post listings, and potential guests
Connect with customers in innovative
ways using voice and SMS messages
Enable detailed exchanges for scheduling
Boost customer satisfaction with high
touch updates and information
MORE TWILIO CASE STUDIES
Call Tracking for Lead Generation
open up the value chain
Inventory & fulfillment
Hosting & analytics
but some brands actually behave like apis.
and more brands should.
For a brand to act like an API,
it must make available to its
a set of common assets and instructions
that the [users/consumers/customers]
can use to create something
of value for themselves.
look at existing partnerships
Starbucks meets Passbook
American Express meets Foursquare
Spotify meets Blue Note Records
meets iTunes Store
MTA meets Google Maps
meets Augmented Reality
we could transform marketing into ‘MAAs’
Marketing could become a service for
It could make [buying, using, owning] a
product or service easier, more rewarding,
or just better.
It could make the brand experience a more