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SDL Rich Media based Campaign Management


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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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  • 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 ManagerOf course we have to MANAGEReplace ‘network drives’ full of video files and save costs for manual cross-media transcodingAnd 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 DISTRIBUTEDo 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/targetedAnd 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 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 looksKLIK
  • Core Media Manager system allows easy integrationFuture proof, video part of communication strategy expand possibilities across all channelsConsumers always get the same inspiring experience independent of location, language or deviceKLIK
  • Transcript

    • 1. Convert Video Views into Sales Leads Building Rich Media Experiences with SDL Media ManagerWouter Maagdenbergfounder & product manager SDL Media Manager SDL Proprietary and Confidential
    • 2. 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
    • 3. SDL’s Vision SDL believes everyone should be able to engage with the information they require in the way they want3
    • 4. 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
    • 5. Key Trends Impacting Global Business5
    • 6. Global Customer Experience Management6
    • 7. SDL GIM Platform7
    • 8. SDL Media Manager8
    • 9. 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 The term “Media Asset Management" Management" (DAM) refers to the (MAM) is a sub-category of protocol for "DAM“, focusing on publication and downloading, renaming, backing distribution of audio, video and other up, rating, grouping, archiving, opti media content in the digital era. SDL mizing, maintaining, thinning, and Media Manager considers itself to be a exporting files. DAM finds its roots MAM-system. in the print industry.Create  Produce  Publish  Distribute  Consume  Archive DAM DAM DAM DAM MAM MAM MAM MAM MAM CMS CMS CMS
    • 10. 6-Step Model Features Business 6. Optimize 5. Enrich 4. Socialize 3. Distribute 2. Localize 1. Manage Functions IT/Operations10
    • 11. 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
    • 12. 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
    • 13. “Using SDL Media Manager gives us the interaction with ourcustomers and prospects in an innovative way that leads tomeasurable leads for our sales”.
    • 14. 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
    • 15. EXPERIENCE Platform • In December 2011 KLM launched the „‟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
    • 16. 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
    • 17. How it works How it works
    • 18. 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.
    • 19. 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…
    • 20. Rich Media in Action
    • 21. 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
    • 22. Big Data Data Response Email opened / viewed Used coupon code on website Link clicked Twitter handle Video started playing Follower of our Twitter feed Video watched for 26 seconds Button in video clicked Facebook handle Likes our Facebook Form registration send Comments on FB campaign Customer name Preference also mobile/SMS Customer SOCIO & GEO info Personalization preferences Customer email address Product recommendations
    • 23. Big Data & The Customer Journey Product 1 Product 2 Product 3
    • 24. The Customer Journey Assess ProductPrefer 1 Product 2 Product 3 Commit
    • 25. The Customer Journey & Persona based Communications Assess Prefer Product 1 Product 2 Product 3 Commit
    • 26. Persona Based Communications with Rich Media Assess Product 1 Product 2 Product 3 Product 3a Product 3b
    • 27. Personalized Multi-Channel Communications Assess Offer 1 Offer 2 Product 3 Product 3a Product 3b
    • 28. Let’s get Viral29
    • 29. From E-mail Newsletters to Viral Campaigns
    • 30. SOCIALIZE & ENGAGE: Send-to-Friend, Posts & Likes
    • 31. Building Bridges across Borders DIGITAL SIGNAGE MOBILE SOCIAL MEDIA .tv .com
    • 33. Questions? Wouter Maagdenberg Founder & Product Manager
    • 34. Copyright © 2008-2012 SDL plc. All rights reserved.. All company names, brandnames, 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 becopied, used or distributed except as authorised by SDL.