iMedia March Brand Summit: Moving at the Speed of Culture
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The document discusses how brands can act as channels or APIs to distribute content to consumers in real-time. It argues that brands should become real-time content creators, curators, app developers, distributors and syndicators rather than just advertisers. Examples are given of brands like Old Spice, Cisco, GE and American Express that have adopted this approach. A panel discussion is also mentioned that will discuss moving from campaign-based marketing to content-based strategies.
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iMedia March Brand Summit: Moving at the Speed of Culture
- 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 @digschulman Friday, March 11, 2011
- 2. Brand as Channel: Haven’t we been here before? Friday, March 11, 2011
- 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” Messaging Friday, March 11, 2011
- 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. 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 disposing Friday, March 11, 2011
- 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. Brand as Channel: Some examples: Realtime Content Creation > Example > Old Spice Friday, March 11, 2011
- 8. Brand as Channel: Some examples: Realtime Content Creation > Example > Cisco > The Realm Friday, March 11, 2011
- 9. Brand as Channel: Some examples: Realtime Content Creation > Example > GE > EcoImagination Friday, March 11, 2011
- 10. Brand as Channel: Some examples: Realtime Content Creation > Example > GE > EcoImagination Friday, March 11, 2011
- 11. Brand as Channel: Realtime Content Curation > Example > Liberty Mutual Friday, March 11, 2011
- 12. Some examples: Realtime Content Syndication > Example > Amex OPEN Friday, March 11, 2011
- 13. Brand as Channel: Realtime LBS App Development > Example > Charmin Friday, March 11, 2011
- 14. Brand as Channel: Campaign-based Content Distribution > Example > State Farm Friday, March 11, 2011
- 15. Brand as Channel: Realtime Content Distribution State Farm Nation > Friday, March 11, 2011
- 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 Insurance Friday, March 11, 2011
- 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. 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 @digschulman Friday, March 11, 2011