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