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DAM and Connectivity
Widen Webinar
February 14, 2017
YOUR WIDEN TEAM
Nina Brakel-Schutt
Brand Strategist
nbrakel-schutt@widen.com
Jake Athey
Director of Marketing
jathey@widen...
TODAY’S AGENDA
Overview
What we’ll talk about today
● How marketers and creatives define “being connected”
● What marketer...
The state or extent of interdependence among
people, objects, systems, information, and
places, and the nature of those re...
Being Connected
Q:What does it mean
to be connected?
HOW MARKETERS DEFINE BEING CONNECTED
83%Somewhat or Very
Q:How important is being
connected to a professional
community for career
growth and satisfaction?
HOW...
Q:What would an
online community
need to offer you,
as a customer, to be
worth your time?
HOW MARKETERS DEFINE BEING CONNE...
Three key findings
About connectivity
● The human side makes connectivity real
● Collaboration is a core component of conn...
Connecting with
employees
and curating content.
Brad Grzesiak is the CEO and
co-founder of Bendyworks, a Madison,
Wisconsi...
What:
An internal email series that is sent to employees three times a week
How:
Using a service called Know Your Company ...
I have come across conversations that probably wouldn’t
have happened otherwise. Specifically around the Friday question –...
Jenne Meyer is the Vice President
of Brand at ERDMAN – a planning,
design, and construction company specializing
in health...
What:
A monthly creative “co-lab”
How:
Go offsite, feel inspired, and have fun together as a team
● Starbucks to relax and...
I prefer to start collaborating face-to-face to make sure
everybody has the right expectations, knows what we’re
doing, an...
Mike Pilarz is a content marketing
evangelist at LinkedIn where he leads
customer marketing and internal training
programs...
What:
Solve the problem of an audience and build lasting connections
How:
Talk to your teams to get at the information you...
The goal is to do a couple of pieces of content really well rather than ten
pieces poorly or even mediocre, because the re...
Challenges marketers
face creating content
Q:
MARKETING CHALLENGES
Other common challenges cited
Lack of bandwidth
to get work done
Lack of skills
and industry
expertise in
creating content...
Q:Which tools do you
use each day at work?
MARKETING CHALLENGES
Without a DAM system
Use of multiple tools and workflows
● FTP
● Email
● Filesharing (BOX, Dropbox)
● Servers and shared d...
Without a DAM system
The tell tale signs you need DAM
● Have large number of assets, can’t easily find
or share
● Need to ...
With a DAM system
The great things you can do
● Open lines of communication
● A central content hub to plan, create, manag...
Across the content lifecycle
CAPTURE &
CREATE
REVIEW &
PROOF
MANAGE &
ORGANIZE
SHARE &
DISTRIBUTE
PUBLISH &
PROMOTE
TRACK ...
MARTECH SPACETHE MARKETING TECHNOLOGY LANDSCAPE 2016
MARTECH SPACETHE MARKETING TECHNOLOGY LANDSCAPE 2016
MARTECH SPACE
Content
marketing
Marketing
resource
management
Web
experience
management
DAM
DAM CONVERGENCE
DAM AND CONNECTIVITY
Content
Lifecycle
Produce
Plan Review
Manage
Publish
Analyze
The Widen
Collective
Workflow
Templates
Assets
Portals
Insights
Planner
DAM AND CONNECTIVITY
DAM DRIVES COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
DAM DRIVES COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
Know you have
the final versi...
DAM DRIVES COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
Know you have
the final versi...
DAM DRIVES COLLABORATION AND COMMUNICATION
Adobe Creative Cloud Connector
Connect to the Widen
Collective right from InDes...
DAM DRIVES COLLABORATION AND COMMUNICATION
Workflow
Streamline project
collaboration, review,
and approval
DAM DRIVES COLLABORATION AND COMMUNICATION
Portals
Share your brand in a
personalized way for
different audiences.
DAM DRIVES COLLABORATION AND COMMUNICATION
Creative
WCM
CRM PIM
Marketing
Social
DAM is a server
of connectivity
DAM IS A SERVER OF CONNECTIVITY
Connectivity
DAM IS A SERVER OF CONNECTIVITY
Trust
Connectivity
DAM IS A SERVER OF CONNECTIVITY
Collaboration
Trust
Connectivity
DAM IS A SERVER OF CONNECTIVITY
Business intelligence
Collaboration
Trust
Connectivity
Key takeaways
1
A tool is only a tool. People connect
emotionally with other people.
APPLY KEY THEMES TO YOUR WORK
2
Tap your internal and external
communities for collaborative
learning and greater ideas.
APPLY KEY THEMES TO YOUR WORK
3
Build lasting relationships with your
audience by solving their problems
with great content.
APPLY KEY THEMES TO YOUR WO...
4
Keep your content connected and build
brand trust with a DAM system (plan,
create, manage, publish, and analyze).
APPLY ...
Questions?
Q AND A
Contact:
marketing@widen.com
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Digital asset management is a server of connectivity

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Webinar sharing stories from enterprise companies about connecting marketing content through digital asset management. Data highlights from the 2017 Widen Connectivity Report tie DAM and Connectivity together.

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Digital asset management is a server of connectivity

  1. 1. DAM and Connectivity Widen Webinar February 14, 2017
  2. 2. YOUR WIDEN TEAM Nina Brakel-Schutt Brand Strategist nbrakel-schutt@widen.com Jake Athey Director of Marketing jathey@widen.com
  3. 3. TODAY’S AGENDA Overview What we’ll talk about today ● How marketers and creatives define “being connected” ● What marketers and creatives want from a connected community ● What challenges they face connecting marketing content ● Unique ways small and large organizations are connecting ● How DAM is a server of connectivity ● How marketers can apply the key themes of connectivity to their work
  4. 4. The state or extent of interdependence among people, objects, systems, information, and places, and the nature of those relationships. Connectivity WHAT IS CONNECTIVITY?
  5. 5. Being Connected
  6. 6. Q:What does it mean to be connected? HOW MARKETERS DEFINE BEING CONNECTED
  7. 7. 83%Somewhat or Very Q:How important is being connected to a professional community for career growth and satisfaction? HOW MARKETERS DEFINE BEING CONNECTED
  8. 8. Q:What would an online community need to offer you, as a customer, to be worth your time? HOW MARKETERS DEFINE BEING CONNECTED
  9. 9. Three key findings About connectivity ● The human side makes connectivity real ● Collaboration is a core component of connectivity ● Taking a break from connectivity is necessary to maintain balance KEY FINDINGS
  10. 10. Connecting with employees and curating content. Brad Grzesiak is the CEO and co-founder of Bendyworks, a Madison, Wisconsin-based company that designs, builds, and fixes digital applications. HOW MARKETERS ARE CONNECTING… INTERNALLY
  11. 11. What: An internal email series that is sent to employees three times a week How: Using a service called Know Your Company (knowyourcompany.com) Why: ● To connect his employees and be transparent as a company ● To create content for new employees/recruiting that shares the essence of the company in a genuine, memorable way Results: ● Employee morale has improved ● Employees are talking more to each other more and spending more time together HOW MARKETERS ARE CONNECTING… INTERNALLY
  12. 12. I have come across conversations that probably wouldn’t have happened otherwise. Specifically around the Friday question – the one that allows employees to get to know each other on a personal level.” - Brad Grzesiak, co-founder and CEO, Bendy Works “ HOW MARKETERS ARE CONNECTING… INTERNALLY
  13. 13. Jenne Meyer is the Vice President of Brand at ERDMAN – a planning, design, and construction company specializing in health care facilities. HOW MARKETERS ARE CONNECTING… CREATIVELY Collaborating in different ways to inspire more team involvement.
  14. 14. What: A monthly creative “co-lab” How: Go offsite, feel inspired, and have fun together as a team ● Starbucks to relax and get centered ● A paint store to talk about color Why: ● To get away and gain inspiration for brainstorming ● Marketers often forget to build in the creative time we need Results: ● Idea generation has soared ● All teams have gotten involved, cross team pollination CASE STORYHOW MARKETERS ARE CONNECTING… CREATIVELY
  15. 15. I prefer to start collaborating face-to-face to make sure everybody has the right expectations, knows what we’re doing, and who we’re working with. And when they have questions along the way, then we connect on email.” - Jenne Meyer, Ph.D., VP ERDMAN Brand, ERDMAN “ HOW MARKETERS ARE CONNECTING… CREATIVELY
  16. 16. Mike Pilarz is a content marketing evangelist at LinkedIn where he leads customer marketing and internal training programs that help LinkedIn clients become better content marketers. HOW MARKETERS ARE CONNECTING… TO AN AUDIENCE Creating great content by solving the problems of an audience.
  17. 17. What: Solve the problem of an audience and build lasting connections How: Talk to your teams to get at the information your audiences crave, then create content to help answer their questions 1. Customer service: What were the top four or five questions asked this week? 2. Sales: What pain points and challenges are people trying to solve? 3. Marketing: What keywords are people using to research your product or service? Why: ● To understand the human passion behind an audience ● To provide practical advice about addressing their challenges Results: ● A direct connection with an audience you can own HOW MARKETERS ARE CONNECTING… TO AN AUDIENCE
  18. 18. The goal is to do a couple of pieces of content really well rather than ten pieces poorly or even mediocre, because the reality is no one’s opening up their LinkedIn feed or their inbox and saying “Man, I wish I had more content to sort through.” - Mike Pilarz, Content Marketing Evangelist, LinkedIn “ HOW MARKETERS ARE CONNECTING… TO AN AUDIENCE
  19. 19. Challenges marketers face creating content
  20. 20. Q: MARKETING CHALLENGES
  21. 21. Other common challenges cited Lack of bandwidth to get work done Lack of skills and industry expertise in creating content Juggling too many marketing activities without clarity about why they’re being done Producing GOOD content MARKETING CHALLENGES
  22. 22. Q:Which tools do you use each day at work? MARKETING CHALLENGES
  23. 23. Without a DAM system Use of multiple tools and workflows ● FTP ● Email ● Filesharing (BOX, Dropbox) ● Servers and shared drives ● CDs/DVDs ● Slack or other online communication tools MARKETING CHALLENGES
  24. 24. Without a DAM system The tell tale signs you need DAM ● Have large number of assets, can’t easily find or share ● Need to protect brand assets and control access ● Want to convert file formats on-the-fly ● Want to manage different asset or project versions ● Want release and expiration dates for assets ● Want to understand asset performance MARKETING CHALLENGES
  25. 25. With a DAM system The great things you can do ● Open lines of communication ● A central content hub to plan, create, manage, publish, review, and analyze assets ● Total visibility of all assets ● Flexibility to repurpose and reuse assets across channels ● Brand consistency MARKETING CHALLENGES
  26. 26. Across the content lifecycle CAPTURE & CREATE REVIEW & PROOF MANAGE & ORGANIZE SHARE & DISTRIBUTE PUBLISH & PROMOTE TRACK & ANALYZE PRESERVE & ARCHIVE IDEATE & PLAN Upstream Downstream DAM AND CONNECTIVITY
  27. 27. MARTECH SPACETHE MARKETING TECHNOLOGY LANDSCAPE 2016
  28. 28. MARTECH SPACETHE MARKETING TECHNOLOGY LANDSCAPE 2016
  29. 29. MARTECH SPACE Content marketing Marketing resource management Web experience management DAM DAM CONVERGENCE
  30. 30. DAM AND CONNECTIVITY Content Lifecycle Produce Plan Review Manage Publish Analyze
  31. 31. The Widen Collective Workflow Templates Assets Portals Insights Planner DAM AND CONNECTIVITY
  32. 32. DAM DRIVES COLLABORATION AND COMMUNICATION TemplatesWorkflow Assets Visibility of all assets
  33. 33. DAM DRIVES COLLABORATION AND COMMUNICATION TemplatesWorkflow Assets Visibility of all assets Know you have the final version
  34. 34. DAM DRIVES COLLABORATION AND COMMUNICATION TemplatesWorkflow Assets Visibility of all assets Know you have the final version Preserve + protect the brand
  35. 35. DAM DRIVES COLLABORATION AND COMMUNICATION Adobe Creative Cloud Connector Connect to the Widen Collective right from InDesign, Photoshop, and Illustrator
  36. 36. DAM DRIVES COLLABORATION AND COMMUNICATION Workflow Streamline project collaboration, review, and approval
  37. 37. DAM DRIVES COLLABORATION AND COMMUNICATION Portals Share your brand in a personalized way for different audiences.
  38. 38. DAM DRIVES COLLABORATION AND COMMUNICATION Creative WCM CRM PIM Marketing Social
  39. 39. DAM is a server of connectivity
  40. 40. DAM IS A SERVER OF CONNECTIVITY Connectivity
  41. 41. DAM IS A SERVER OF CONNECTIVITY Trust Connectivity
  42. 42. DAM IS A SERVER OF CONNECTIVITY Collaboration Trust Connectivity
  43. 43. DAM IS A SERVER OF CONNECTIVITY Business intelligence Collaboration Trust Connectivity
  44. 44. Key takeaways
  45. 45. 1 A tool is only a tool. People connect emotionally with other people. APPLY KEY THEMES TO YOUR WORK
  46. 46. 2 Tap your internal and external communities for collaborative learning and greater ideas. APPLY KEY THEMES TO YOUR WORK
  47. 47. 3 Build lasting relationships with your audience by solving their problems with great content. APPLY KEY THEMES TO YOUR WORK
  48. 48. 4 Keep your content connected and build brand trust with a DAM system (plan, create, manage, publish, and analyze). APPLY KEY THEMES TO YOUR WORK
  49. 49. Questions? Q AND A Contact: marketing@widen.com

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