make your marketing “run happy”: tips & tools on content repurposing featuring brooks...

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?

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30+ projects at any one time.

Scattered content. Siloed teams.

Hundreds of people depend on you.

Are you running happy?

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Your hosts

Jake AtheyMarketing DirectorBOOM! Enthusiast

Amy ClergetProject Manager, Brooks SportsHigh Five Extraordinaire

The Brooks DAM Story

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We do DAM. You do more.

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Our Mission

"To inspire everyone, everywhere to run and be active."

Our Team

We’ve got DAM problems.

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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

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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.

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The power of repurposing.

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“The repurposing rule of 15”

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Building bold, authentic brands.

Capturing marathon moments.

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for some DAM TipsIt’s time

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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:

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COMMUNICATE UPFRONTShare the benefits to get your staff onboard and build the excitement with their involvement.

Tip 2:

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KNOW YOUR AUDIENCEIt makes decisions around permissions, metadata, searching and access easier.

Tip 3:

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MAKE IT THE HABITBeyond migration, change leadership is required to make “going to the DAM” the norm.

Tip 4:

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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:

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CREATE COLLECTIONSCurating and grouping assets get you thinking about telling a story.

Tip 6:

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SHARING IS CARINGShare, embed and syndicate content across other systems and processes to ensure consistency, integrity and tracking.

Tip 7:

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LOVE THY METADATAThe easier it is for users to find assets, the more they’re going to use the DAM system.

Tip 8:

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KNOW THE IMPORTANCE OF USER GOVERNANCEYou have complete control to determine what groups have access to what, when, and how.

Tip 9:

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TRACK & MEASURETrack performance and usage to make better decisions from creation to distribution to drive a 360 content strategy and DAM ROI.

Tip 10:

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SET A REPURPOSING GOALTie every asset created into your strategy to realize the value across your supply chain.

Tip 11:

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Happy findings happen.

Digital Asset Management

Content Operations

Marketing Operations

Experiences

Brand

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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?

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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

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Thanks!

Contact:www.widen.commarketing@widen.com@WidenEnterprise