Digital asset management is a server of connectivity

DAM and ConnectivityWiden Webinar

February 14, 2017

YOUR WIDEN TEAM

Nina Brakel-SchuttBrand Strategist

[email protected]

Jake AtheyDirector of Marketing

[email protected]

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

The state or extent of interdependence among people, objects, systems, information, and places, and the nature of those relationships.

Connectivity

WHAT IS CONNECTIVITY?

Being Connected

Q: What does it mean to be connected?

HOW MARKETERS DEFINE BEING CONNECTED

83%Somewhat or VeryQ: How important is being

connected to a professional community for career growth and satisfaction?


Q: What would anonline community need to offer you,as a customer, to be worth your time?


Three key findingsAbout 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

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

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


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

“


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.

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

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

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.

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


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

“


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

Juggling too many marketing activities without clarity about why

they’re being done

Producing GOOD content


Q: Which tools do you use each day at work?


Without a DAM systemUse of multiple tools and workflows

● FTP

● Email

● Filesharing (BOX, Dropbox)

● Servers and shared drives

● CDs/DVDs

● Slack or other online communication tools


Without a DAM systemThe 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


With a DAM systemThe 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


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

MARTECH SPACETHE MARKETING TECHNOLOGY LANDSCAPE 2016

MARTECH SPACETHE MARKETING TECHNOLOGY LANDSCAPE 2016

MARTECH SPACE

Contentmarketing

Marketingresource

management

Web experience

management

DAM

DAM CONVERGENCE


Content Lifecycle

Produce

Plan Review

Manage

Publish

Analyze

The Widen Collective

Workflow

Templates

Assets

Portals

Insights

Planner


DAM DRIVES COLLABORATION AND COMMUNICATION

TemplatesWorkflow Assets

Visibility of all assets




Know you have the final version




Know you have the final version

Preserve + protect the brand


Adobe Creative Cloud Connector

Connect to the Widen Collective right from InDesign,

Photoshop, and Illustrator


Workflow

Streamline project collaboration, review,

and approval


Portals

Share your brand in a personalized way for different audiences.


Creative

WCMCRM PIM

Marketing

Social

DAM is a server of connectivity

DAM IS A SERVER OF CONNECTIVITY

Connectivity


Trust

Connectivity


Collaboration

Trust

Connectivity


Business intelligence

Collaboration

Trust

Connectivity

Key takeaways

1A tool is only a tool. People connect emotionally with other people.

APPLY KEY THEMES TO YOUR WORK

2Tap your internal and external communities for collaborative learning and greater ideas.


3Build lasting relationships with your audience by solving their problems with great content.


4Keep your content connected and build brand trust with a DAM system (plan, create, manage, publish, and analyze).


Questions?

Q AND A

Contact:[email protected]