IO Integration Multi-channel Customer Experiences and Enterprise Communications with censhare
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Multi-channel content marketing is about providing engaging, relevant brand experiences to your customers. Increase brand loyalty and sales through engaging customer experiences. Effectively collaborate enterprise wide on all communications – mobile, social, print, video, web. Leverage, optimize and reuse content for traditional and digital channels. Break down the organizational and technological barriers preventing you from connecting your content with those who need it. Learn best strategies and technologies to help your organization deliver the right information, to the right people, at the right time, in the right language, on any device. Engage your audience, grow your business, and win markets with IO Integration and censhare content marketing solutions.
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IO Integration Multi-channel Customer Experiences and Enterprise Communications with censhare
- 1. DAM and Delivering Multi-channel Customer Experiences David Parker, CMT | 02/19/14 © 2014 IO Integration, Inc. All rights reserved.
- 2. Trends in Marketing • • • • What is omni-channel content marketing? What are adaptive and agile marketing strategies? Why is inbound content marketing so powerful? How do analytics and predictive behavior data enable contextual content? • Is a brand‟s value increased by adopting omni-channel practices? • How can your brand be prepared for an omni-channel experience? © 2014 IO Integration, Inc. All rights reserved.
- 3. What‟s happening to modern marketing © 2014 IO Integration, Inc. All rights reserved.
- 4. Marketing is changing . . . through technology “Marketing technology as we know it has changed more in the last two years than in the last two decades.” ~Lawrence Baxter, CIO, Y&R Brands © 2014 IO Integration, Inc. All rights reserved. 4
- 5. You know you live in the Information Age when… consuming content feels like a losing Tetris battle. © 2014 IO Integration, Inc. All rights reserved.
- 6. And it will not stop growing . . . TB/yr 2013 2014 © 2014 IO Integration, Inc. All rights reserved. 2018
- 7. And it is being consumed constantly across many channels 70 minutes | web browsing 127 minutes | mobile applications 168 minutes | television © 2014 IO Integration, Inc. All rights reserved. 7
- 8. And good content gets you closer to your audience Images Assets © 2014 IO Integration, Inc. All rights reserved. Metadata Media Message Video Social
- 9. So you can build 1:1 Consumer Relationships © 2014 IO Integration, Inc. All rights reserved. 9
- 10. But combining customer data and analytics delivers Contextual Content A more powerful experience built on knowledge and insights © 2014 IO Integration, Inc. All rights reserved.
- 11. Building towards a customer conversation CUSTOMER CONTEXT EXPERIENCE Maximize this conversation? But how to conducethe overlap! © 2014 IO Integration, Inc. All rights reserved.
- 12. By building stories that connect . . . CUSTOMER CONTEXT EXPERIENCE Because it's not their relevance. messages that defines the impactit's the content of customer's engagement, and drives your your © 2014 IO Integration, Inc. All rights reserved.
- 13. The customer with a consistent experience Portal Website Extranet Intranet Online Analytics Campaign Analytics A/B or Multivariate Testing Location Tracking App CUSTOMER CONTEXT EXPERIENCE Customer Profiles Prices and Stock © 2014 IO Integration, Inc. All rights reserved. Social Media Campaigns Events POS Therefore, a look at the solutionshas to be Let's have customer experience landscape. CONTEXTUALIZED IN REAL-TIME Sales Literature
- 14. Agile and adaptive content marketing . . . Is not just about understanding the value of your brand in your customers hands . . It’s about how and when you activate it! © 2014 IO Integration, Inc. All rights reserved.
- 15. Let fans experience thrills that resonate. Let technology communicate. © 2014 IO Integration, Inc. All rights reserved.
- 16. Marketing is transforming from „I think“ to „I know“ THEN NOW Represent the brand Finding supporter • Represent the supporter • Find the supporter Mass Advertising Demographic • 1:1 targeting • Behavioral Point in time blasts Few isolated channels • Continuous relationship • Exploding integration channels 3rd party table Intuitive decision making • Owned big data • Fact based decision making © 2014 IO Integration, Inc. All rights reserved. 16 Mission Customer Intelligence Tactics Measurement
- 17. So Technology is driving new conversations . . . …with consumers across every media platform © 2014 IO Integration, Inc. All rights reserved. 17
- 18. Brands want to build consumer experiences Did you know… 60% of all goods are bought on the strength of the brand communications. Source: Millard Brown © 2014 IO Integration, Inc. All rights reserved. 18
- 19. But smarter brands want . . . © 2014 IO Integration, Inc. All rights reserved. 19
- 20. There customers to do it for them . . . Because it„s so powerful © 2014 IO Integration, Inc. All rights reserved. 20
- 21. Why do it? Because other brands are doing it with great results . . . © 2014 IO Integration, Inc. All rights reserved.
- 22. How can my brands gain an omni-channel capability By transforming Digital Assets into Relevant content stories © 2014 IO Integration, Inc. All rights reserved.
- 23. What about your multi-channel content strategy? Data & Information Apps CRMs Marketing Media Channels Events & Promotions Social Media Magazines Web2Print Intranets Websites Blogs © 2014 IO Integration, Inc. All rights reserved. Branded content Brand value
- 24. At IOI we bring together brands and marketing technology Content Web Print Mobile Social Networks PIM/ERP CRM Analytics Geospatial e-commerce © 2014 IO Integration, Inc. All rights reserved. Customer engagement Customer experience
- 25. By using smart people and smarter technology An Enterprise Content Marketing Solution (CMS) that automates the creation, production and execution of media content across multiplemarketing channels. • Creating once delivering multiple online and offline fan experiences. • Executing through internal and external communication channels Media Asset Management Publishing / Creative All Channels Online Offline Consumer Experience © 2014 IO Integration, Inc. All rights reserved.
- 26. To create a content marketing platform That Thrills! Brands like RedBull and GoPro understand that user generated content is the most powerful brand content. That Challenges! The new marketers will focus on in-bound user-generated content, but this means new skills and integrations will be needed to leverage the value. That Connects That is Relevant! Video generated TB‟s of data, but it needs meta-data tagging to extract the most value, including geo-spatial data, image data, and voice. Extracting this information requires contextual recognition and automated workflows. © 2014 IO Integration, Inc. All rights reserved. Brand Fans with
- 27. That leverages every single media channel you have... Retail E-commerce Digital Channel Offline Talent Event & Tour History Location Marketing Web Fan magazines Mobile Distribution Commercial Partnerships © 2014 IO Integration, Inc. All rights reserved.
- 28. To optimize content across all channels Website Webshop Various Campaign Topics Social Media Public Relations Media Advertising Promotions Dealers Point of Sale © 2014 IO Integration, Inc. All rights reserved.
- 29. With this technology . . . …your marketing will start working really hard in every area. Higher Efficiency in all processes Higher Creativity – less transaction work Higher Quality – less mistakes Fast – on all channels Save money – system amortized quickly © 2014 IO Integration, Inc. All rights reserved.
- 30. And your consumers will really . . . Your Brand! © 2014 IO Integration, Inc. All rights reserved.
- 31. Are you ready? Good Content Platforms need Planning, understanding and the ability To support the business goals © 2014 IO Integration, Inc. All rights reserved.
- 32. Understand the Global Brand Challenges . . . Grow global, regional and local brand values Increasing brand partners/sponsor access to relevant and engaging content Manage Increasing content Contextual brand communications Brand Need to managing increasing Projects & Scheduling Increasing need to fulfill more marketing channels Need to manage more meta-data ownership, rights and relationships © 2014 IO Integration, Inc. All rights reserved. 32
- 33. Then define the business requirements and features User access & ease of use Content search & review Relationship management Metadata Reporting Brand Technology Content ingestion Internet client Workflows Production Archive © 2014 IO Integration, Inc. All rights reserved. Publishing channels 33 CXM & Enterprise Comm core features
- 34. Think about all of your channels you have to facilitate Your Brand © 2014 IO Integration, Inc. All rights reserved.
- 35. And then think how are you going to leverage them Bran d © 2014 IO Integration, Inc. All rights reserved.
- 36. And content isn‟t a fad, it‟s the ERP for brands ERP / Business Software CRM Software Customer Communications Software © 2014 IO Integration, Inc. All rights reserved.
- 37. So content strategy needs to be integrated © 2014 IO Integration, Inc. All rights reserved.
- 38. And simplifed in a complex technology world Collaboration MADP © 2014 IO Integration, Inc. All rights reserved. EM ECMS MRM / MPO WCM DAM MDM Web2Print
- 39. Vitra®: Content Marketing Technology Success So you can be successful like other brands © 2014 IO Integration, Inc. All rights reserved. 39
- 40. Vitra®: Rich Content Websites © 2014 IO Integration, Inc. All rights reserved. 40
- 41. Vitra® has a Multi-Channel Marketing Technology Platform Website Webshop Various Campaig n Topics Social Media Public Relations Public Relations Advertising Promotions Promotions Point of Sale © 2014 IO Integration, Inc. All rights reserved. 41 more communication channels
- 42. That repeats and repeats and repeats with Website Webshop Various Campaig n Topics Social Media Public Relations Public Relations Advertising Promotions Promotions Point of Sale © 2014 IO Integration, Inc. All rights reserved. 42 more communication channels
- 43. The right message, time and time again © 2014 IO Integration, Inc. All rights reserved. 43
- 44. Talk to IOI. Win markets. Thank you! More about censhare More about David Parker @ioi_inc +1.408.996.3420 © 2014 IO Integration, Inc. All rights reserved.
Editor's Notes
- We are very excited to be here. Thank you for the opportunity to present our solution for a full-featured, scalable, enterprise, digital asset management solution for GoPro’s rapidly growing media library.
- Together we design, develop and deploy extensive marketing platforms for creating, sharing, distributing and publishing omni-channel, real-time content to partners and customers.
- And the only reason to market, is to sell more to more people at higher prices
- Receiving useful information should not seem tedious, out of place or feel like they reached the wrong person. Great content marketing is actually very rare, and overall the way most brands today are doing content marketing is quite broken. That is why it feels like we can never really keep up with the Inbox or news.
- How does this apply to you?First of all, you’re growing like crazy. You told us that next year you expect to double the size of your media library, from 250TB to 500. After that you expect to addroughly 200TB/year of RAW images100tb/year of selects and 10t /year of final production 300TB/yearIn addition you’re actively trying to consume more user generated content through your website and through social networks – at least100tb per year or more.
- On average we spend …..Personally I think these numbers are low, but even so, that’s more than 6 hours a day taking in information. How much of it resonates with you, engages you? How much will you remember? act on?Sources - New Relic- blog.apptopia.com, blog.flurry.com, phonearena.com, travopia.com.
- Whether you are passionate about your favorite beverage, jeans, tablet, or sailboat, you can be sure that information, images and repeated great experiences with the product played a large role in forming your loyalty. The number of ways your favorite brands influence you comes from more channels than ever.
- The proliferation of all this content across so many channels creates noise and drives the need for 1:1 personally relevant, emotionally engaging customer experiences with the GoPro brand - where and when your customers are, right now - multi-channel real time engagement. This is a true competitive advantage, measurable in streamlined, automated content workflows and brand equity. But how do you go about achieving this?Imagine:Having a single source of truth – your content.Creating it oncePublishing it across all channels In the their native languageAnd then fine-tuning that content based on the customer’s reactionThat willResults in:Delivering an extremely consistentbrand experienceEngaging emotionally with each customerAll while speeding time to market
- Together we design, develop and deploy extensive marketing platforms for creating, sharing, distributing and publishing omni-channel, real-time content to partners and customers.
- Together we design, develop and deploy extensive marketing platforms for creating, sharing, distributing and publishing omni-channel, real-time content to partners and customers.
- Sports Marketing is about engaging fans with real-time immersive experiences. Let technology communicate, extend and share the thrill, play by play.
- New brand customer communication channels are being generated every dayConsumers are now engaging with brands quicker, with more intelligence, input and control than ever before.Consumers are the new brand ownersMarketing is changing it's role to becoming story-tellers, not brand descriptors – and inviting their customers to participate. GoPro’s videos and photos of the day are great examples.New marketing roles are appearing as the channels changeover the next 10 years you will seeChief Content Officer, Chief Listening Officer, Director of Audience, Channel Master, Chief Technologist, Influencer RelationThey will demand different technology tools, driven by content, CRM, analytics and consumer experiences
- The proliferation of all this content across so many channels creates noise and drives the need for 1:1 personally relevant, emotionally engaging customer experiences with the GoPro brand - where and when your customers are, right now - multi-channel real time engagement. This is a true competitive advantage, measurable in streamlined, automated content workflows and brand equity. But how do you go about achieving this?Imagine:Having a single source of truth – your content.Creating it oncePublishing it across all channels In the their native languageAnd then fine-tuning that content based on the customer’s reactionThat willResults in:Delivering an extremely consistentbrand experienceEngaging emotionally with each customerAll while speeding time to market
- They say that worldwide content is doubling every two years. I believe it between Aunt Sally sharing movies of her cat on YouTube and my never-ending daily battle with my stuffed inbox. Frankly, I know how many texts my teenager sends and I am astounded at the amount of information we share and take in each day. So, basically, you need to be social, mobile, and manic, everywhere at once. Sources - New Relic- blog.apptopia.com, blog.flurry.com, phonearena.com, travopia.com.
- They say that worldwide content is doubling every two years. I believe it between Aunt Sally sharing movies of her cat on YouTube and my never-ending daily battle with my stuffed inbox. Frankly, I know how many texts my teenager sends and I am astounded at the amount of information we share and take in each day. So, basically, you need to be social, mobile, and manic, everywhere at once. Sources - New Relic- blog.apptopia.com, blog.flurry.com, phonearena.com, travopia.com.
- They say that worldwide content is doubling every two years. I believe it between Aunt Sally sharing movies of her cat on YouTube and my never-ending daily battle with my stuffed inbox. Frankly, I know how many texts my teenager sends and I am astounded at the amount of information we share and take in each day. So, basically, you need to be social, mobile, and manic, everywhere at once. Sources - New Relic- blog.apptopia.com, blog.flurry.com, phonearena.com, travopia.com.
- Together we design, develop and deploy extensive marketing platforms for creating, sharing, distributing and publishing omni-channel, real-time content to partners and customers.
- Multi-channel marketing is all about generating content once and distributing with confidence into your chosen media channels
- Multi-channel marketing is all about generating content once and distributing with confidence into your chosen media channels
- censhare has three core parts:a central MAM (media asset management) storage for all asset typesan enterprise publishing and creative environment (CS6 compliant)a multi-channel distribution capability, facilitating content delivery to:online digital social, mobile, cloud channels (SMC), email, weboffline newsletters, catalogs, publishing, posters, promotions, outdoorGreat for total artist content management.
- Together we design, develop and deploy extensive marketing platforms for creating, sharing, distributing and publishing omni-channel, real-time content to partners and customers.
- In addition to content growing, distribution is growing as well. You expect to distribute video content, still images and brand assets via at least 15 different channels, to thousands of contacts both within GoPro and externally. In order maintain control and remain masters of your brand you’ll need to:• Streamline the ingestion from the 3 main sources of content: GPC (GoPro generated content), AGC(athlete generated content) and UGC (user generated content).• scale the management of your metadata, ownership rights and relationships with your sponsors, partners and customers in line with your content acquisition.• Manage more projects, track more events, maintain more schedules, and communicate and collaborate with more users.This creates the need for a Solution that will allow GoPro users, athletes, retailers, vendors, and internal creative, digital and media teams to work together in collaborative harmony. The ultimate goal being for highly efficient workflows that are intuitive and enable the creation and distribution of much more, personally relevant content.
- These are GoPro’s explicit needs as defined in the requirements document. We are confident that censhare can meet all of your business needs, as well as scale themfor the future. I’m now going to turn it over to Dagmar to demo each of these functional areas. When she’s done with a segment Matte will lead a brief Q&A to ensure we’ve covered everything.
- Ad infinitum
- A Swiss furniture company dedicated to developing healthy, intelligent, inspiring and durable solutions (furniture) for the office, home and public spaces. Their corporate campus is comprised of buildings designed by world-famous architects, including a museum of their work designed by Frank Gehry. Brand is very important to them.
- Vitra saved over US$700K the first year the system was deployed But they say this I not the most important thing they got out of choosing censhare. The greatest achievement was revolutionizing the way they work, both internally and with partners. Much faster time to market and streamlined creative workflows are the biggest gains that give vitra a distinctive competitive advantage.
- They have an integrated marketing strategy that uses the website, webshop, social media, public relations, advertising promotions and POP, to deliver their message through Media and Dealers to their clients in multiple countries and languages.Perhaps they faced some of the same challenges you do. SAP, PIM, and two CMS’s provided data for over 100,000 assets published acrossvitra.com and the online store, their pricelists, printed materials, and media database: There was no integration or synchronization between them. Using this siloed, disconnected, collection of vital source information, they had to manage output content for 12 regions in 6 languages. It was not working for them.They had a vision that the best way to manage the process was to have their business platforms, SAP, PIM and CMS’s, communicate with the DAM to generate content for all output channels. They selected censhare to make this vision a reality.
- They have an integrated marketing strategy that uses the website, webshop, social media, public relations, advertising promotions and POP, to deliver their message through Media and Dealers to their clients in multiple countries and languages.Perhaps they faced some of the same challenges you do. SAP, PIM, and two CMS’s provided data for over 100,000 assets published acrossvitra.com and the online store, their pricelists, printed materials, and media database: There was no integration or synchronization between them. Using this siloed, disconnected, collection of vital source information, they had to manage output content for 12 regions in 6 languages. It was not working for them.They had a vision that the best way to manage the process was to have their business platforms, SAP, PIM and CMS’s, communicate with the DAM to generate content for all output channels. They selected censhare to make this vision a reality.
- Vitra saved over US$700K the first year the system was deployed But they say this I not the most important thing they got out of choosing censhare. The greatest achievement was revolutionizing the way they work, both internally and with partners. Much faster time to market and streamlined creative workflows are the biggest gains that give vitra a distinctive competitive advantage.
- Together we design, develop and deploy extensive marketing platforms for creating, sharing, distributing and publishing omni-channel, real-time content to partners and customers.