Embed Size (px)
Citation preview
NEW YORK CITY | OCTOBER 28-29, 2015
C3 2015 BREAKOUT SESSION
Make your marketing “Run Happy”
Tips & tools with a focus on content repurposing featuring Brooks Running
Jake Athey of Widen
Amy Clerget of Brooks Sports
with
Sound familiar?
#C3NY
30+ projects at any one time.
Scattered content. Siloed teams.
Hundreds of people depend on you.
Are you running happy?
#C3NY
Your hosts
Jake AtheyMarketing DirectorBOOM! Enthusiast
Amy ClergetProject Manager, Brooks SportsHigh Five Extraordinaire
The Brooks DAM Story
#C3NY
We do DAM. You do more.
#C3NY
Our Mission
"To inspire everyone, everywhere to run and be active."
Our Team
We’ve got DAM problems.
#C3NY
CUSTOMER SERVICE
DESIGN
SALES
GLOBAL MARKETING
RETAIL
PR
integrated teams
Consistent brand experiences. Globally.
“The DAM houses all of the assets for us...
We’re starting the conversation and providing the tools and the inspiration for someone to produce finer forms of content off of those assets.”
-Amy Clerget, Brooks Sports
Content marketing IS marketing.
-Joe Pulizzi
Big content. Big data.
55% more data
42% more content
25% more people
avg: 511 GB avg: 22K assets avg: 524 users
DAM + Content Today
#C3NY
EXPERIENCE
EMOTION
1. RESEARCH
2. CREATION
3. CURATION
4. CONTEXT
5. ACTION
6. INSIGHTS
content activation
model
GOVERNANCE
WORKFLOW
SEARCH
METADATA
PROCESSING
TRACKING
DAM
Deploy the right visual content to the
right channel, in the right format, at the
right time, for the right audience.
#C3NY
The power of repurposing.
#C3NY
“The repurposing rule of 15”
#C3NY
Building bold, authentic brands.
Capturing marathon moments.
#C3NY
for some DAM TipsIt’s time
#C3NY
MAKE IT THE SOURCETreat your DAM system as the single source of truth to access and share. Identify process gaps and build around them.
Tip 1:
#C3NY
COMMUNICATE UPFRONTShare the benefits to get your staff onboard and build the excitement with their involvement.
Tip 2:
#C3NY
KNOW YOUR AUDIENCEIt makes decisions around permissions, metadata, searching and access easier.
Tip 3:
#C3NY
MAKE IT THE HABITBeyond migration, change leadership is required to make “going to the DAM” the norm.
Tip 4:
#C3NY
HAVE A CHAMPION...And assign a DAM admin early in the process. Be prepared to commit the time. Your content ROI is equal to your DAM time.
Tip 5:
#C3NY
CREATE COLLECTIONSCurating and grouping assets get you thinking about telling a story.
Tip 6:
#C3NY
SHARING IS CARINGShare, embed and syndicate content across other systems and processes to ensure consistency, integrity and tracking.
Tip 7:
#C3NY
LOVE THY METADATAThe easier it is for users to find assets, the more they’re going to use the DAM system.
Tip 8:
#C3NY
KNOW THE IMPORTANCE OF USER GOVERNANCEYou have complete control to determine what groups have access to what, when, and how.
Tip 9:
#C3NY
TRACK & MEASURETrack performance and usage to make better decisions from creation to distribution to drive a 360 content strategy and DAM ROI.
Tip 10:
#C3NY
SET A REPURPOSING GOALTie every asset created into your strategy to realize the value across your supply chain.
Tip 11:
#C3NY
Happy findings happen.
Digital Asset Management
Content Operations
Marketing Operations
Experiences
Brand
#C3NY
Takeaways Brand = UX
for DAM Q&A
Q&A
● What’s the best thing about your DAM system today?
● What’s the biggest lesson learned?
● What’s next?
#C3NY
Keep Learning
● Learn the DAM Basics and try DAM at
DigitalAssetManagement.com
● Connect with other DAM Pros on LinkedIn
● Join us for our webinar series
#C3NY
