Digital Content in the 21st Century

1. Jeff Hunt
CEO, Snap36
Creating Value
Through Digital Assets

2. IMAGE ASSETS FOR TODAY & THE FUTURE
Creating Digital Assets at Scale
Where is the Market Heading?
q Unique process for producing high
quality, high volume imagery
q Confluence of technology, art,
production and logistics
Maximize Efficiency
q Touch Once
q Flexible Logistics
q Online and Mobile
q Customer Experience

3. STUDIO
EFFICIENCY&
AUTOMATION
E-COMMERCE
WEBSITE
WHOLESALE
SALESTRANSPARENCY
VISUAL
SEARCH
AUGMENTED
REALITY
360°&3D
IMAGEASSETS
PHOTOGRAPHY
WEIGHTS & DIMS
CGI MODELS
INCREASE CONVERSIONS
REDUCE RETURNS
BRAND LOYALTY
VIRTUAL SHOWROOM
LOOK BOOKS FOR SALES
INCREASE PARTNER SATISFACTION
OCR
EXPANDED ATTRIBUTES
ONE VERSION OF TRUTH
INCREASE VISIBILITY
INCREASE FINDABILITY
MOBILE SEARCH APPS
LEVERAGE INVESTMENT
ASSET DATABASE
APP SYNDICATION
TOUCH ONCE
PROVEN ROI
ENTERPRISE LEVERAGE100% INFORMATION
EMPOWER A.I.
FUTURE PROOF

4. Digital Content in the
21st Century
John DeMarco

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Content in the 21st Century
Most of us are in the Publishing Business
• We just don’t know it yet!
Dot Com
B to B Sales Online

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Customer Journey
Provides understanding of opportunities
WHO WHEN HOW WHAT
… why is he / she motivated
to purchase?
… and what circumstances
would trigger them to
shop?
… will they achieve their
goal on our platform or
through channel
distribution?
… is the solution I provide
them with?
Idean Academy

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Customer Experience Management
“the practice of designing and reacting to customer interactions
to meet or exceed customer expectations and, thus, increase
customer satisfaction, loyalty and advocacy.”
- Gartner

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According to Forrester Customer Research, Customer Experience Index (CXI)
Focused on Customer Experience Neglected Customer Experience
Performance Gain
+43%
Performance Decrease
-34%
Customer Experience Management

9. 9. All Rights Reserved.22 May 2018© 3M 3M Confidential.
According to Forrester Customer Research, Customer Experience Index (CXI)
Focused on Customer Experience Neglected Customer Experience
Performance Gain
+43%
Performance Decrease
-34%
Customer Experience Management

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Product Life Cycle
Introduction
Growth
Maturity
Decline
Time
Sales

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Synchronicity
Maturity
Introduction
GrowthDecline
Product Life Cycle Digital Asset Life Cycle
• Creating & Managing Content/Assets
• Optimizing, Aggregating & Curating the Content
• Listening to Conversations/Feedback, Metrics
• Measuring & Learning (& Adapting the Content) &
Republishing

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Content Container Storage & Delivery
Management
Experience
• Content Is Meaningful
Data in an
Understandable Form
• Content Format
Models
• Content Product
Models
• Content Storage &
Delivery
• Content Distribution
Channels
• Device
• Content Experience
• Awareness
• Understanding
• Motivation
WCM
PIM
DAM
ERP

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PIM & DAM Provide Media, Product Info & Structure

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Commerce Content
Dot Com Requirements +
• Channel Tone of Voice
• Unified Short, Medium & Long Descriptions
• Features, Advantages, Benefits Bullets
• SEO-Optimized Keywords, Text
• Utilize Share of Voice
• Zoomable Images, 360 Images
• Charts, Graphs, HTML Enhancements
• Diagrams/Infographics
• Videos
Dot Com Content
Baseline Requirements +
• Medium & Long Descriptions
• Customer-Friendly Product Name
• Usage or Care Specifications
• Instructions/Documents Linked
• Family Details
• SEO Tags
• Ratings
• Where to Buy
• 360 Product Images
Baseline Content
Transactional Requirements +
• Short Description
• Features & Benefits
• Image
• MSDS (optional)
• Specifications (optional)
Transactional Content Requirements
• SKU
• Marketplace Formal Name
• Misc. Stocking Information
Commerce Dot Com Baseline Transactional
Quality
Analysis
& Publish
Decision
Product Information Architects
Data Syndication AnalystContent Quality Decision Tree

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Hypothetically, What is it Worth?
• $30 B
• X 50% =$15 B
• Divided by 365 days=$41,095,890
• Divided by 50%=$20,547,945
• Divided by 24=$856,164

17. 17. All Rights Reserved.22 May 2018© 3M 3M Confidential.
Questions for Digital Asset Effectiveness
• Product Content:
• Who will you be publishing to?
• What Products/Services will be prioritized for capture first?
• What is the delivery mechanism (output) for each partner?
• What is the availability of the existing Content needed for the output?
• Who owns the rights to the assets? (Your company, photographers, videographers, models etc.)
• How do you keep track of derivative creations?
• Approval Process for new and existing assets, who owns process?
• Who are the approvers of that Content & how do we accelerate approvals?
• How do you measure effectiveness, learn & republish updated assets consistently?
• What is your Publishing Rhythm?