digital asset management is a server of connectivity
TRANSCRIPT
YOUR WIDEN TEAM
Nina Brakel-SchuttBrand Strategist
Jake AtheyDirector of Marketing
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?
83%Somewhat or VeryQ: How important is being
connected to a professional community for career growth and satisfaction?
HOW MARKETERS DEFINE BEING CONNECTED
Q: What would anonline community need to offer you,as a customer, to be worth your time?
HOW MARKETERS DEFINE BEING CONNECTED
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
HOW MARKETERS ARE CONNECTING… INTERNALLY
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
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
HOW MARKETERS ARE CONNECTING… TO AN AUDIENCE
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
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
Without a DAM systemUse of multiple tools and workflows
● FTP
● Filesharing (BOX, Dropbox)
● Servers and shared drives
● CDs/DVDs
● Slack or other online communication tools
MARKETING CHALLENGES
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
MARKETING CHALLENGES
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
MARKETING CHALLENGES
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 SPACE
Contentmarketing
Marketingresource
management
Web experience
management
DAM
DAM CONVERGENCE
DAM DRIVES COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
Know you have the final version
DAM DRIVES COLLABORATION AND COMMUNICATION
TemplatesWorkflow Assets
Visibility of all assets
Know you have the final version
Preserve + protect the brand
DAM DRIVES COLLABORATION AND COMMUNICATION
Adobe Creative Cloud Connector
Connect to the Widen Collective right from InDesign,
Photoshop, and Illustrator
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.
2Tap your internal and external communities for collaborative learning and greater ideas.
APPLY KEY THEMES TO YOUR WORK
3Build lasting relationships with your audience by solving their problems with great content.
APPLY KEY THEMES TO YOUR WORK
4Keep your content connected and build brand trust with a DAM system (plan, create, manage, publish, and analyze).
APPLY KEY THEMES TO YOUR WORK