Brand management is dead. Long live brand experience! Get 5 actions for delivering transformative customer experiences. In this webinar, you’ll learn: How to orchestrate delivery despite overwhelming content demands and consistency challenges The blueprint for aligning key stakeholders across departments, agencies and channels Tangible benefits you can expect for your organization Watch the entire webinar here: http://videos.brandsquare.com/watch/Af89bvwCDnHgwdgXZZ3tyw

1. KEY STRATEGIES TO DRIVE THE
OMNICHANNEL EXPERIENCE
PRESENTED BY: RACHELLE SOKAN
ENGAGEMENT MANAGER, CLIENT SOLUTIONS
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Lower costs
Higher revenue
Increased speed to market
Increased agility
WHAT WE WANT
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TRUST ME
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TRUST ME
PROVE IT
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:30
MINUTES
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PROOF POINT:
EVOLUTION OF EXPERIENCE IS
CHANGING EVERYTHING
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OVERWHELMING CONTENT DEMANDS
ADVOCACYRETENTIONPURCHASE
PUBLIC
RELATIONS
SIGNAGE
DIRECT MAIL
VOICEMAILS
PRESENTATIONS
TRADE SHOW
TV / RADIO
NEWSLETTERS
EMAILS
SOCIAL MEDIA
PUBLICATIONS
BLOGS
PACKAGING
WEB BANNERS
WEBSITES
ADVERTISING
PROMOTIONS
SPEECHES
CONSIDERATIONAWARENESS
!7

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THE EVOLUTION
OF EXPERIENCE
First
Moment of
Truth
Second
Moment of
Truth
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THE EVOLUTION
OF EXPERIENCE
First
Moment of
Truth
Second
Moment of
Truth
Zero
Moments of
Truth
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THE EVOLUTION OF EXPERIENCE
Technologies like SmartLabel® provide access to expanded information

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The internet of things delivers relevant content in context using items
that are existing and ready to use in the customer’s experience
THE EVOLUTION OF EXPERIENCE
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THE EVOLUTION OF EXPERIENCE
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This is the vision of omnichannel experience
Experiences will evolve in granularity around the 3 core dimensions
of channel, context and construction

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PROOF POINT:
TRADITIONAL BRAND
MANAGEMENT IS DEAD
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SO A SIMPLE GOAL:
RIGHT CONTENT
RIGHT PLACE
RIGHT TIME
TO DRIVE EXPERIENCE
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TURNS OUT TO BE …
NOT
SO
SIMPLE
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TAKE ACTION
Strategy
Omnichannel Framework
Ecosystem Audit
Blueprint
Orchestrated Delivery

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TAKE ACTION
Strategy
Omnichannel Framework
Ecosystem Audit
Blueprint
Orchestrated Delivery

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+ +
BUSINESS
STRATEGY
The value
proposition to
key market
segments
BRAND
EXPERIENCE
The feelings
the brand
aims to
inspire in
customers
CUSTOMER
EXPERIENCE
The sales
channel in
which the
customer
interacts with
the brand
CONTENT
STRATEGY
Now informed
by brand
and customer
experience
CONSUMER
EXPERIENCE
The end
consumer’s
interactions
with the brand =+
CONTENT STRATEGY
The starting point to omnichannel success

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TAKE ACTION
Strategy
Omnichannel Framework
Ecosystem Audit
Blueprint
Orchestrated Delivery

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PROOF POINT:
THE SIZE OF YOUR THINKING
NEEDS TO BE GREATER THAN
THE SIZE OF THE CHALLENGE
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CONTENT DESIGN
GOVERNANCE
SYSTEMS
BUSINESS
STRATEGY
BRAND
EXPERIENCE
CUSTOMER
EXPERIENCE
CONSUMER
EXPERIENCE
CONTENT
STRATEGY+ + + =
CONTENT STRATEGY
OMNICHANNEL FRAMEWORK

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TAKE ACTION
Strategy
Omnichannel Framework
Ecosystem Audit
Blueprint
Orchestrated Delivery

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PROOF POINT:
THE MECE PRINCIPAL IS THE
KEY TO UNLOCKING VALUE IN
ECOSYSTEM AUDITS
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EXAMINE EACH AREA OF
THE CONTENT ECOSYSTEM
External
Data
Pools
Internal
ERP &
PLM
Creative
&
Production
SYSTEMS OF RECORD PROCESS AND GOVERNANCE SYNDICATION
Etailers Data pools
Syndication
partners
Social
External
partners
Website
Email Mobile
CONTENT STAKEHOLDERS
Sales TrainingMarketing HR
Product
Development
IT Executives
• Publishing & Syndication
• Centralization & Normalization
• Admin & User Management
• Version Management
• Data Quality & Governance
• Workflow Management
• APIs & Data Feeds
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TAKE ACTION
Strategy
Omnichannel Framework
Ecosystem Audit
Blueprint
Orchestrated Delivery

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PROOF POINT:
ITS HARD TO BUILD SOMETHING
RIGHT WITHOUT A BLUEPRINT
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28. OMNICHANNEL CONTENT
©2018 Matthews International Corporation. All Rights Reserved. 28
The blueprint has 2 key components: a planning form & set of best practice documents
2 - Best Practice Guidelines
1 - Strategy Planning Framework
STRATEGIC PLANNING
CONTENT PLANNING

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TAKE ACTION
Strategy
Omnichannel Framework
Ecosystem Audit
Blueprint
Orchestrated Delivery

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PROOF POINT:
ORCHESTRATED DELIVERY
DRIVES MEANINGFUL RESULTS
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Content Strategy and Planning Content Creation Content Syndication
In the strategy phase, core direction is taken from Business Strategy, Brand Strategy, Sales
and Marketing.
This is balanced against analytic data and customer experience feedback. All of these
elements will coalesce into a content strategy using the content strategy blueprint.
Identifying the content management system early on will help direct certain process steps
downstream
Production and Analytics
Agencies
Brand, Legal,
Sales & Marketing
Marketing Operations
Orchestrator
Legacy Systems of Record
Workflow System
Content Management
Systems
Conversion, Publication, &
Syndication Partners
Production and Analytics
Agencies
Brand, Legal,
Sales & Marketing
Marketing Operations
Orchestrator Legacy Systems of Record Workflow System
Content Management
Systems
Conversion, Publication, &
Syndication Partners
Content Strategy and Planning
Content Creation
Content Syndication
Orchestrator
Concept / CreativePlanStrategy Production
Syndication /
Measure
Strategy Planning Framework
Content Planning
Framework
Best Practices Blueprint
Content Strategy and Planning Content Creation Content Syndication
All Activities Are Controlled By The Workflow Engine
Asset
Treasure Map
Frameworks
In the strategy phase, core direction is taken from Business Strategy, Brand Strategy, Sales
and Marketing.
This is balanced against analytic data and customer experience feedback. All of these
Creative briefs are completed/
Whether content is
being created internally
or by an agency, it often
includes existing assets.
Creative teams are a part of the larger workflow process
controlled by the workflow system, which is used for
communication and project management
Content Management Future State Process
Content assets and metadata are continually updated and validated
Production and Analytics
Agencies
Brand, Legal,
Sales & Marketing
Marketing Operations
Orchestrator
Legacy Systems of Record
Workflow System
Content Management
Systems
Conversion, Publication, &
Syndication Partners
ORCHESTRATED DELIVERY
Starts with a collection of cross functional teams and systems

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WE WANT:
32
Lower costs
Higher revenue
Increased speed to market
Increased agility

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IN SUMMARY
33

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TRUST ME
34

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TRUST ME
PROVE IT
35

36. THANK YOU