why every brand needs an api for developers

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Post on 14-Jun-2015




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Does every brand need an open API? This presentation makes the case—using Kraft as an example—for how everyday brands could find unexpected value in releasing their own APIs for developers.


  • 1. Everything is interactive. 1

2. Interactive Agency of the YearWinner, 2009Runner-up, 2010 & 2011 2 3. Psychology + TechnologyIdeas that WorkTraction combines psychology & technology to create ideas that work. 5 3 4. Why every brand needs an open API for developers.Focus on Why. (http://mashable.com/2011/01/04/brand-open-api-developers/) 4 5. BannersLike rocks that marketers throw at customerstrying to knock them upside the head. APIs An unexpected solution?AppsWith the avg. consumer regularly engaging with a max of 11-14 apps,these are a hard place to reach.5 6. APIs may be obvious for these brands. But, what about these? 6 7. VideosRecipesToolsTips Big Fork Little Fork.GamesA monolith of an app. The right solution for Kraft?7 8. Twitters 140 characters is an API first, not a website. 8 9. What if we updated the APIs on Twitter...9 10. and changed Whats happening? with Whats for dinner? & my feed for recipes. Whats for dinner?Meat Meat Loaf what you need 1 cup dry bread crumbs Meat Balls1/4 cup milk 2 lb. ground beef 1 can (8 oz.) tomato sauce or ketchup, divided Meat Burger 3/4 cup finely chopped celery 1 envelope GOOD SEASONS Italian Dressing Mix 1 egg, lightly beaten 2 Tbsp. chopped fresh parsley Meat Head Meat Loaf Meat & Potatoes10 11. When these devices come along,Kraft wont have to spend a million dollars. 11 12. Or when this partner innovates, Kraft can be part of that innovation.Imagine choosing a recipe and all the ingredients get delivered to your doorstep.12 13. WWDCEssentially a big, fat ad for Apples APIs.13 14. Does every brand need an open API for developers?Maybe, maybe not. But definitely, maybe.14 15. Thanks.Adam Kleinbergwww.tractionco.com/blogadam@tractionco.com@adamkleinberg415.962.582315