iMedia March Brand Summit: Moving at the Speed of Culture

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iMedia March Brand Summit: Moving at the Speed of Culture

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iMedia March Brand Summit: Moving at the Speed of Culture

  1. 1. 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 @digschulmanFriday, March 11, 2011
  2. 2. Brand as Channel: Haven’t we been here before?Friday, March 11, 2011
  3. 3. 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” MessagingFriday, March 11, 2011
  4. 4. Brand as Channel: A Change in how you message. From campaign to content ecosystem. Beyond pure advertising & lead generation. From campaign processes to content frameworks.Friday, March 11, 2011
  5. 5. 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 disposingFriday, March 11, 2011
  6. 6. 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
  7. 7. Brand as Channel: Some examples: Realtime Content Creation > Example > Old SpiceFriday, March 11, 2011
  8. 8. Brand as Channel: Some examples: Realtime Content Creation > Example > Cisco > The RealmFriday, March 11, 2011
  9. 9. Brand as Channel: Some examples: Realtime Content Creation > Example > GE > EcoImaginationFriday, March 11, 2011
  10. 10. Brand as Channel: Some examples: Realtime Content Creation > Example > GE > EcoImaginationFriday, March 11, 2011
  11. 11. Brand as Channel: Realtime Content Curation > Example > Liberty MutualFriday, March 11, 2011
  12. 12. Some examples: Realtime Content Syndication > Example > Amex OPENFriday, March 11, 2011
  13. 13. Brand as Channel: Realtime LBS App Development > Example > CharminFriday, March 11, 2011
  14. 14. Brand as Channel: Campaign-based Content Distribution > Example > State FarmFriday, March 11, 2011
  15. 15. Brand as Channel: Realtime Content Distribution State Farm Nation >Friday, March 11, 2011
  16. 16. Panel Discussion: Moving from Campaign to Content based mindset. Brand Marketer Panel > Scott Koehler, VP OPEN Digital Media & Marketing American Express Kevin Kozlen, Multimedia Content Producer, State Farm InsuranceFriday, March 11, 2011
  17. 17. 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
  18. 18. 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 @digschulmanFriday, March 11, 2011

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