The keynote presentation I gave at Circus Conference in Sydney, Australia, March 19, 2013 about brands creating, using and thinking like APIs.

1. brand apis & brands as apis
19 March 2013
@farrahbostic

2. Hi, i’m
@farrahbostic
I run...

3. it’s cool in advertising to steal software development metaphors
Google
#Firestarters:
Do Agencies Need to Agile Planning
Think Like Software
Companies? Agile creativity,
think with google

4. with apologies to @andywhitlock

5. agile is an engineering process, not a vision or a strategy.
it’s useful when you already know what to build.
but not that useful for figuring out what to build.
with thanks to
@billwscott

6. figuring out what to build is hard.

7. an api is something a lot of our brands could build.
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.

8. but why do apis
matter?

9. you probably know this api the best

10. 1 2 3
Literally Metaphorically Prospectively
Brand that use APIs Brands that behave like APIs What if more brands embraced
the ethos of an API and created
or worked with them?

11. first, the literal

12. how brands can use apis
To identify & learn To expand To open up
about your opportunities to your value chain
customers transact with your
brand

13. single sign-on

14. skype 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 for
services.

15. sell stuff in more places
Best Buy has opened up its inventory
and payment APIs for 3rd party
developers to use.
Listia is one where you can put up
your old belongings, and use credits
to redeem for new items from online
retailers, including Best Buy.
Another, is eBay.

16. 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.

17. open up the value chain
Inventory & fulfillment
Payment processing
Hosting & analytics

18. 3/17/13 Automated Customer Communications at Airbnb - Twilio Case Study
3/17/13
Case Studies
VOICE
Projects
support your value chain & your customers
SMS
Developers
CLIENT SOLUTIONS DOCS HELP LOGIN
Phone and SMS Marketing Campaign for Sony - Twilio Case Study
VOICE SMS
airbnb uses twilio to SOLUTIONS
CLIENT DOCS
To match travelers and hosts with ease, communication between hosts and guests using text
automate mobile HELP LOGIN
+ Case Studies
Airbnb turned to Twilio for efficient mobile communications with to a request, they get an automated SMS with
messaging. If a host hasn’t responded
SMS.
Projects information about the guest, the dates, and the price. They can reply via SMS as well
Developers
Airbnb is an online marketplace that enables private residents and commercial properties to rent ENHANCE CUSTOMER
out extra space to travelers looking for a hotel alternative. The company slogan "travel like a COMMUNICATIONS
Sony’s Epic Records used twilio to create a viral phone and SMS campaign,
human" captures the essence of the unique experience Airbnb provides to travelers looking for
Sony Music and Lamb of God
+
affordable, creative, or unconventional lodgings. Connect with customers in innovative
went viral with a
calling fans with recordings from band members promoting their new album
ways using voice and SMS messages
Enable detailed exchanges for scheduling
HIGHLIGHTS unique album launch campaign using Twilio. and managers could easily add
and providing a sample of their music. The band
and collaboration
Text message confirmations increase the number of successful bookings new recordings and check the progress of the campaign from anywhere.
Boost customer satisfaction with high
touch updates and information
Automated messages remove the need for customer service reps to manually contact
hosts

19. now, the metaphorical

20. tesco homeplus in korea

22. IKea
Consistent retail experience.
Modular, flat-pack furniture and parts.
You build it.
And you can hack it, too.
(I did)

23. ideas that spread

24. finally, the prospective

25. Get your
Answer Create an
Home Page recommended
questions event
movies
Like the
Watch a Demo Facebook
Page
Find a Retailer

26. try it yourself! seen this?
ifttt.com

27. Apple + Nike + mobile + social + Hardware

28. we could transform marketing into ‘MAAs’
Starbucks meets Passbook
American Express meets Foursquare
Spotify meets Blue Note Records meets iTunes Store
MTA meets Google Maps meets Augmented Reality
what api could you use or build with your clients and for their customers to create value?

29. thanks - this was fun.