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SDL Campaign Management & Rich Media
 

SDL Campaign Management & Rich Media

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Find out how Campaign Management, Social Media intelligence and Rich Media come together with SDL.

Find out how Campaign Management, Social Media intelligence and Rich Media come together with SDL.

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  • Globalisation : Global economy – still has a long way to go and many companies view the challenge of globalisation. Any company will confront language in presenting products coherently Internet and mobile: The internet is a strategic sales tool for many companies. Revenue models have changed eg music industry, online and ecommerce. The challenge is to present products that are relevant according to consumer preference Growth in digital content . Faced with issue of relevance in consuming that content. Massive amounts of content but offering value from that is key Targeting and personalisation: Customers expect personalised information – focused information that is relevant to what they buy, the language they buy in Growth in translated content volumes . How you manage that content and translate it at lower costs is key Multimedia and video : Text is becoming more cumbersome and so you need to present info in different ways such as video Managing your brand across all these channels is key and also difficult Social media: Social will be the opinion forming medium for global business in next 5-10 years so we will help them build brand equity through listening platforms and sentiment analysis. In the future we might see multilingual listening platforms
  • We’re going to look closer at those steps, And Make it more tangible by giving you nice examples of what we can do with Media Manager Of course we have to MANAGE Replace ‘network drives’ full of video files and save costs for manual cross-media transcoding And be able to LOCALIZE SDL’s main differentiator in the market. We breath multi-lingual in all our products. Add content translation (i.e. one video asset for all languages) First to are key components to whatever we do with the video afterwards. As things puts the right values for DISTRIBUTE Do you want it to go to Website, mobile device with auto detection, maybe a narrow casting system or a WEBTV Channel. Central distribution management, internally and externally, segmented/targeted And in Media Manager it looks like KLIK
  • KLM ??
  • Now, First let me say that KLM is considered to be a company that ’GETS IT’’ when it comes down to communicating with their customers in the digital era. And one of the Project they initiated in 2011 was the KLM EXPERIENCE project. There goal was to make the KLM.Com website more attractive and engaging and using video was their way achieving that. Visiting KLM.com had to become A JOURNEY of INSPIRATION of products and services KLM has to offer. The solution had to be fully integrated with Tridion, easy to manage and optimize over time. So let’s see how that looks KLIK
  • Core Media Manager system allows easy integration Future proof, video part of communication strategy expand possibilities across all channels Consumers always get the same inspiring experience independent of location, language or device KLIK

SDL Campaign Management & Rich Media SDL Campaign Management & Rich Media Presentation Transcript

  • Convert Video Views into Sales Leads Building Rich Media Experiences with SDL Media ManagerWouter Maagdenbergfounder & product manager SDL Media Manager SDL Proprietary and Confidential
  • Agenda1. Who we are About SDL, our vision and what we do2. SDL Media Manager Media Asset Manager, how to become successful with media & cases3. How it works About Assets, Programs, Playlists and time based Custom Events4. Rich Media in Action Multi-channel campaigns, targeting & the customer journey5. Let’s get Viral How to enable sharing, know what’s going on, and manage?2
  • SDL’s Vision SDL believes everyone should be able to engage with the information they require in the way they want3
  • Our Mission• We enable global businesses to engage with their customers • In the language, the media and at the moment they choose• We help businesses manage their brands and drive global revenues • Providing enterprise-ready innovative solutions for managing the end-to-end customer experience
  • Key Trends Impacting Global Business5
  • Global Customer Experience Management6
  • SDL GIM Platform7
  • SDL Media Manager8
  • The Media Asset Lifecycle • Digital Asset Management • Media Asset Management Supports the Creation of Initial Assets Supports the multi-channel Usage of Assets The term “Digital Asset Management" The term “Media Asset Management" (MAM) is (DAM) refers to the protocol for a sub-category of "DAM“, focusing on downloading, renaming, backing up, rating, publication and distribution of audio, video and grouping, archiving, optimizing, other media content in the digital era. SDL maintaining, thinning, and exporting files. Media Manager considers itself to be a MAM- DAM finds its roots in the print industry. system.
  • 6-Step Model 6. Optimize 5. Enrich 4. Socialize 3. Distribute 2. Localize 1. Manage10
  • 6 Steps to Success: What can SDL Media Manager do for you? 1. MANAGE Centralize media assets, manage metadata and cross-media transcode them to make them available across your channels. 2. LOCALIZE Add content translation: subtitles & dubbing. One video asset for all your languages. 3. DISTRIBUTE Cross media distribution management; Web, Mobile, Social Media, Digital Signage.11
  • 6 Steps to Success: What can SDL Media Manager do for you? 4. SOCIALIZE Use your system to spread & manage your media and message across social media. embeds, tell-a-friend, rate content 5. ENRICH ‘Convert viewers into buyers’. Add in-screen apps on top of the content to collect contact information, direct the audience to your website, run promotions, etc. 6. OPTIMIZE Study the conversion statistics and act on the reports. Making the customer journey an optimum rich-media experience.12
  • “Using SDL Media Manager gives us the interaction with ourcustomers and prospects in an innovative way that leads tomeasurable leads for our sales”.
  • MitsubishiFrom video to sales leads Mitsubishi Mitsubishi Motors Europe have a strong foothold on the European car market. Due to a global decrease in car sales and decrease in marketing budget they needed to be more creative and innovative in their marketing. Challenges Differentiate the message per consumer group Turn video campaigns into a contact- & salestool Track leads at corporate, national and dealer level Save on marketing spending Results Mitsubishi Pan European roll-out of 3-in-1 VMS 60% savings on multilingual video costs Increasing leads & test drive requests Company wide statistics & conversion rates “Using SDL Media Manager gives us the interaction with our customers in an innovative way that leads to measurable leads for our sales.” 1
  • KLM.com EXPERIENCE Platform • In December 2011 KLM launched the KLM.com ‘’Experience’’ platform • An innovative online platform to engage visitors through using video, image and audio • Offer customers a “Journey of Inspiration“ of the products and services that KLM has to offer. • Each part of the interactive platform can also directly through social media and shared with friends.15
  • KLM Highlights • Using technologies such as HTML5 • Easily expand the use of videos and interactive elements ​ • Translated into 18 languages and made suitable for different browsers & devices. • Consumers always get the same inspiring experience independent of location, language or device16
  • How it works How it works
  • Media Asset Management: From Assets to Programs & Playlists • Reusing Assets – Compile ‘Assets’ to ‘Publication(s)’. – ‘Publication(s)’ are sets of Assets – ‘Publication(s)’ are called ‘Programs’, ‘Playlists’ and ‘Scheduled Playlists (EPGs)’. – ‘Assets’ exist in source- & target files. Target files are based on ‘Media profiles’ – ‘Media profiles’ are compliant with browsers, plug-ins and devices. – SDL Media Manager detects what ‘target file’ to use on what screen/device etc.
  • Custom Events: Time based In-screen & Player Applications • Using Video as your Communications Canvas 1. Outlet: See it as your ‘Photo frame’, which you publish on a website, on a phone or on a screen. 2. Content: Manage the content shown in the ‘photo frame’ from a distance and dynamically. 3. Applications: Run In-screen and player apps on top of your content, even time code related. Convert views into leads…
  • Rich Media in Action
  • Multi-Channel Communication Video with Likes & Shares Call-to-Action Targeted banners & recommendations Coupons & vouchers Point of Sale E-mail SMS Personalized Landing pages Direct Mail
  • Big Data Data Response al Soci dia Me Ric i.e h Me .v ide dia o Email CR M Web & ail Email opened / viewed , Used coupon code on website rect M POS DiLink clicked ,Loy Twitter handle alty Video started playing Follower of our Twitter feed Video watched for 26 seconds Button in video clicked Facebook handle ata, d ER P C e Likes our Facebook ntre l Form registration send C l Comments on FB acampaign Customer name Preference also mobile/SMS Customer SOCIO & GEO info Personalization preferences Customer email address Product recommendations Geographic & Demographic da ta
  • Big Data & The Customer Journey al Soci dia Me Mu ial Soc ia vid ltime eo d d da ia Me ta Email Product 1 Product 2 Product 3 Web & ta C ics da RM d analyt ata a ta ER Pd Geographic & Demographic da ta
  • The Customer Journey Assess ial i alSoc ia Soc ia d d Me Me ProductPrefer 1 Product 2 Product 3 Commit
  • The Customer Journey & Persona based Communications Assess alSoci dia Me ia Prefer Soc l da Product i1 Product 2 Product 3 Me Commit
  • Persona Based Communications with Rich Media Assess ia Soc l da Product i1 Product 2 Product 3 Me Product 3a Product 3b
  • Personalized Multi-Channel Communications Assess ia Soc l Offer dia 1 Offer 2 Product 3 Product 3a Product 3b Me
  • Let’s get Viral29
  • SOCIALIZE & ENGAGE: Send-to-Friend, Posts & Likes
  • Building Bridges across Borders DIGITAL SIGNAGE MOBILE SOCIAL MEDIA .tv .com
  • SOCIALIZE & CONVERT: Time based Custom Events DIGITAL SIGNAGE MOBILE SOCIAL MEDIA SOCIAL MEDIA PLAYER IN-SCREEN APPS
  • Questions? Wouter Maagdenberg Founder & Product Manager wmaagdenberg@sdl.com
  • Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brand names, trademarks, service marks,images and logos are the property of their respective owners.This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used ordistributed except as authorised by SDL.