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SXSW 2015 - How a Library Visit Will Differentiate Your Brand

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The technologies that power brands are quickly becoming today's librarians, cognitive science concierges, that seek, gather, and filter by understanding your intentions and increasing the potential solutions available. At this year's SXSW Interactive Festival, our Jenessa Carder, digital strategist, explores the role that library and cognitive science technologies have in defining our brands, both internally and externally.

Published in: Marketing
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SXSW 2015 - How a Library Visit Will Differentiate Your Brand

  1. 1. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Differentiating your brand #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  2. 2. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Code for systems & data processing
  3. 3. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation “Every worker is a knowledge worker.”        – peter drucker “Everybody is a_ knowledge worker.”     – business week__ Image Source: NASA#biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  4. 4. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation We  spend  hours   looking  for  one   piece  of  data     Flickr CC: Matt_Walker Only searches - McKinsey, 2013 1 in 5 #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  5. 5. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient CorporationFlickr CC: M01229#biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  6. 6. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation “To grasp the meaning of the world of today we use a language created to express the world of yesterday.”  – the lost art of finding our way #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  7. 7. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Your brand #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  8. 8. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Content Expert Targeted Educate Enlighten #biblotech | @expressanything Copyright © 2014 Sapient Corporation
  9. 9. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Reader’s Advisory “Data without context tells a misleading story.”  – fast company in relation to google flu trends Flickr CC: Thomas Leth-Olsen, “X”#biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  10. 10. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  11. 11. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Contextual clues Intention Authenticate Concierge-like suggestions Mirror language #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  12. 12. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Non-biased Curation In-context explanation Participatory #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  13. 13. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Information Systems Image source: /Netflix Randomly accessible Declarative accessible #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  14. 14. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Expert Advisors “The future will be driven by a smart aggregation of reputation, not an algorithm.”  – rachel botsman #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  15. 15. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Deliver content Expert questioning To a targeted In effort to educate Building connections #biblotech | @expressanything Copyright © 2014 Sapient Corporation
  16. 16. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Data, Context & Language Image Source: NOAA Pandora 2014 2015 #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  17. 17. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Flickr CC: Kylepost Photography “We looked at the stars, the wind, the small clues. Now we have technology”   – the lost art of finding our way #biblotech | @expressanything | Copyright © 2014 Sapient Corporation
  18. 18. SapientNitro | #biblotech | @expressanything Copyright © 2014 Sapient Corporation Learn from the librarians. Become a cognitive concierge. #biblotech | @expressanything | Copyright © 2014 Sapient Corporation

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