I presented this trend deck at Social Media Week Chicago 2013, which was themed open, connected and collaborative. I am a Digital Strategy Director at Leo Burnett and Arc Worldwide in Chicago. Videos can all be found at: http://www.youtube.com/playlist?list=PLHczb_3Wdh6ZTC1dKWUpDRVnH0JaH4WQB Now that the dust has settled from the mobile app gold rush, we are now seeing some of the most useful apps releasing their technology for others to use. By opening up databases to developers, rich data can be pushed and pulled with the help of open API technology. The North Face’s Trailhead app has been pulling from EveryTrail.com for years. And while you may not always be checking in using the FourSquare app, FourSquare’s location data powers other top apps like Uber, Instagram and FoodSpotting. Let’s take a look at companies and brands who have opened their APIs and the apps that they’ve powered, from shopping to fitness to wine pairings and more. Walk away with resources to solve problems and inspiration to build the next killer app.

1. API App-spiration
#SMWOpenAPIs
Photo: Paula Danielse
Molly Garris
Monday, October 7, 13

2. I like to think of myself as an explorer
and a connector.
Photo: Yiu Yu Hoi
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3. 3
Meet the
Experts
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4. 4
What are APIs?
#SMWOpenAPIs
Photo: Brooke Pennington
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5. API = Application Programming Interface
An API is a set of rules of how one computer
system can talk to another to exchange data or
access a site’s features
Photo: Ajari Photo
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6. +
Easy sign up using data stored in Facebook
Access to Facebook
friend activity
Integrated sharing to your
Facebook Timeline
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7. +
Access to TripAdvisor.com
hotel reviews
#SMWOpenAPIs
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8. +
Ability to book a reservation
on OpenTable.com
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9. Quality auto components are the foundation
for an innovative new car
PayPal payments API allowed eBay to
focus on building a better commerce site
Diagram: Georg Rill
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10. These companies have all been around
for quite some time.
Why have they opened or integrated now?
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11. Sharing is a good for business
1
Photo: Cam-Fu
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12. Travel booking sites are sharing their
availability, pricing and reviews in
exchange for lead generation
#SMWOpenAPIs
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13. Netflix opened their API to allow streaming
compatibility for more devices to
extend distribution
#SMWOpenAPIs
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14. +
Nike allows start ups like FitCause to tap into
their API to help drive demand
#SMWOpenAPIs
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15. PayPal is now a payment option on many eComm sites,
creating a massive revenue stream from each
transaction fee
#SMWOpenAPIs
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16. But not all products and services have opened their API
yet. Imagine what we could do if they did ...
#SMWOpenAPIs
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17. But not all products and services have opened their API
yet. Imagine what we could do if they did ...
#SMWOpenAPIs
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18. In addition to open APIs being good for business,
they also push innovation.
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19. In addition to open APIs being good for business,
they also push innovation.
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20. Today’s Consumers are
More Social than Ever
2
Photo: dreadfuldan
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21. Web 1.0 Web 2.0 Web 3.0
Company Focus Community Focus Individual Focus
Home Pages Blogs / Wikis Lifestreams / Waves
Owning Content Sharing Content Consolidating Content
Web Forms Web Applications Smart Apps
The Digital Ecosystem has Evolved
Adapted from a chart by: Dr. Dan A. McDougall
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22. 20
Social Shopping has Become the Norm
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23. By social networks opening up their APIs,
we better enable socialization.
#SMWOpenAPIs
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24. By social networks opening up their APIs,
we better enable socialization.
#SMWOpenAPIs
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25. By social networks opening up their APIs,
we better enable socialization.
#SMWOpenAPIs
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26. By social networks opening up their APIs,
we better enable socialization.
#SMWOpenAPIs
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27. Personalization is
Expected
3
Photo: Kate Hiscock
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28. 24
People <3 Data ... but Expect a One-Stop Shop
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29. +
<code-a-thon>
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30. +
<code-a-thon>
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31. +
<code-a-thon>
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32. APIs will continue to allow us to build and create
better, more personalized experiences.
#SMWOpenAPIs
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33. APIs will continue to allow us to build and create
better, more personalized experiences.
#SMWOpenAPIs
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34. APIs will continue to allow us to build and create
better, more personalized experiences.
#SMWOpenAPIs
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35. APIs will continue to allow us to build and create
better, more personalized experiences.
#SMWOpenAPIs
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36. 4
People like the Freedom
to be Mobile
Photo: OscarW
#SMWOpenAPIs
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37. Creating a great mobile experience
is like writing on a Post-It Note
with a Sharpie pen or what
#SMWOpenAPIs
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38. Equity is small and the window for engagement is even smaller
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39. + +
#SMWOpenAPIs
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40. +
#SMWOpenAPIs
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41. +
#SMWOpenAPIs
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42. +
#SMWOpenAPIs
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43. APIs Inspire Smarter Mobile Apps
#SMWOpenAPIs
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44. APIs Inspire Smarter Mobile Apps
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45. 5
Photo: Ibai Acevedo
#SMWOpenAPIs
People like having Control
of their own Data
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46. + + +
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47. APIs Inspire Smarter Mobile Apps
#SMWOpenAPIs
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48. APIs Inspire Smarter Mobile Apps
#SMWOpenAPIs
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49. APIs Inspire Smarter Mobile Apps
#SMWOpenAPIs
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50. APIs Inspire Smarter Mobile Apps
#SMWOpenAPIs
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51. Watch Outs in the World of Open APIs
Photo: Benoit Paille
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52. Investigate the API before Relying on It
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53. Investigate the API before Relying on It
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54. Tips and Resources to
Learn About or Build APIs
Photo: Bachmont
#SMWOpenAPIs
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55. Online Resources
#SMWOpenAPIs
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56. Importance of Documentation
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57. Importance of Documentation
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58. Jump In and Learn
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59. Jump In and Learn
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60. Parting Thoughts
Photo: Mio Cade
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61. Creatives ... Partner with Developers
to Bring Ideas to Life
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62. Creatives ... Partner with Developers
to Bring Ideas to Life
#SMWOpenAPIs
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63. Brands, Retailers, Agencies .. think Platforms
#SMWOpenAPIs
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64. Brands, Retailers, Agencies .. think Platforms
#SMWOpenAPIs
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65. thank you
Molly Garris
Digital Strategy Director
molly.garris@arcww.com
#SMWOpenAPIs
@mollygarris
Monday, October 7, 13