How Global Brands Deliver Smart Content

Smart Content Hub

How Global Brands Deliver Smart Content Jan Dejosse - CMO

Smart Content Hub

Why experiences matter

Want to go there?

Smart Content Hub

Want to go there!

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Want to buy this?

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Why experience matters

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…and WANT to talk about them 60% more Source: Dr. Thomas Gilovich, Cornell University

Consumers talk ≈25% more about experiential than material purchases…

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Engaging experience = rich content

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The Content Experience challenge

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It’s DAM Jim but not as we know it

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Wave 3: DAM as

cornerstone to CX technology

Wave 2: Enterprise DAM

Wave 1: Graphic

departments Specialist users Graphic complexity File formatting

Multiple departments Collaboration and annotation Content focus

Customer Experience focus Business, specialists and IT External usage

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Farewell

IMAGE LIBRARY

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Hello HUB

DAM as central hub for product and brand content

Connected to frontend and backend technologies

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Farewell

DESIGN by WORKFLOW

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Collaborative and easy to use, internal and external audiences

Content driving the customers’ experience

Hello

DESIGN the EXPERIENCE

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Smart Content Hub™

Brand: Multiple brands Brand protection & licensing Multicultural brands Enterprise sourcing Creative operations

Product: Product launches Product collateral Portfolio management Product content enrichment Lifestyle products

Go to market: Corporate publishing Marketing fulfillment Regulatory compliance CXM integration Distributed marketing

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Smart Content Hub™ From raw content to Smart Content

Downstream: Touchpoints and channels

Upstream: Enterprise systems, process and organization

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How Global Brands Deliver Smart Content

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Product: Adidas Designs and manufactures sports clothing and accessories Includes Reebok, TaylorMade-Adidas and Rockport 23,500 employees

Seasonal product data from 4 ERP systems Global platform for all Adidas brands Single version of truth for both marketing and product content

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Marvin – the adidas hub

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Go to market: LEGO World’s third largest manufacturer of play materials World largest tire manufacturer Revenue of USD 2.95 billion (2012) 10,400 employees in 130 countries

Creative workflow for creation of packaging Portal for external e-retailers Platform dynamic sourcing of design, production and marketing tasks

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Lego Asset Portal – the Lego Hub

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Brand: Royal DSM Science-based company active in health, nutrition and materials 23,500 employees Annual revenue EUR 9,13 billion (2012)

Ensure consistent brand messaging Optimization of marketing and communication processes Single source brand platform Savings up to 80%

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Successful transformation track record

Specialty Chemicals

Coal Mining Commodity Chemicals

Life Sciences & Materials Sciences

Making the next leap: entering a new era

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One DSM (company & product only)

DSM Product Brand

DSM Company Brand

TO

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External – advertising (newspapers)

Finanz und Wirtschaft

The print activity has had a positive impact on search levels, as shown per the increase of “DSM” queries on Google. DSM reached about index 100 during the print flight dates.

USA China Europe

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Single entry point for all product data and related content Easy and faster product roll-out to new markets Consistent brand application

Product: Pandora Global jewelry manufacturer and retailer Over 10,000 retailers in more than 80 countries employing 9,000 people

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Enterprise library functions Localization Versioning Workflow & collaboration Flexible data models

Part of digital ecosystem Interconnectivity, connectors, comfort zones Documented APIs and Web services

Smart Content Hub as a platform

Platform Open architecture and proven technologies Customization, provider model File and channel agnostic

Enterprise ready Secure, scalable Cloud ready Out-of-the-box user interfaces

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Part of the ecosystem

Part of digital ecosystem Continued technological alliances Interconnectivity, connectors

Business ecosystem New business models through partners Cloud deployment as critical enabler

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Visit booth #20 for a Fadel – ADAM integration demo

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Henry Stewart Webinar 8 June

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Want more information?

www.adamsoftware.net

[email protected]

@ADAMSoftware

www.youtube.com/AdamSoftware

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