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Thriving in the Content Tornado:
How to Stay Sane, Protect Your Brand, and Delight Customers
Webinar
#contenttornado
Speaker
Uri Kogan
Vice President of Product Marketing, Nuxeo
#contenttornado
Agenda
10 tips to get back
on track
Content is blowing
up our lives
Q&A?
#contenttornado
Demand for content has skyrocketed
#contenttornado
And marketers just can’t keep up
#contenttornado
DAM 1
Email marketing
Content marketing WCM
Social media
Video
Packaging
Traditional Media – TV,
Publications, Ads, Coupon...
#contenttornado
Coordinating complex
global campaigns
Need alignment across client HQ, country
marketing teams, & agency across 100s of
lo...
Need alignment across client HQ, country
marketing teams, & agency across 100s
of local renderings
Coordinating complex
gl...
How can you restore control?
#contenttornado
10 tips!
#contenttornado
10
#contenttornado
Put content
at the center
#contenttornado
Source: Forrester Research. Vendor Landscape: Digital Asset Management, 2017
DAM’s Role In The Digital Experience Technolo...
9
#contenttornado
Configure, don’t
customize
Get everyone
on board
#contenttornado
9x #contenttornado
#contenttornado
#contenttornado
#contenttornado
#contenttornado
8
#contenttornado
See everything,
migrate nothing
#contenttornado
Customer experience is a team sport
#contenttornado
#contenttornado
7
#contenttornado
Let the cloud do
the heavy lifting
#contenttornado
Managing content without
the cloud
#contenttornado
Manual Artificial Intelligence
Outdoors, cloudy
San Francisco, Golden Gate Bridge,
International Landmark, Monument
Camera,...
6
#contenttornado
Cut costs &
reinvest
Ad agency
Supporting a consumer technology leader
Commercial archive
• Consolidating suppliers to
maximize findability &
au...
Ad agency
Supporting a consumer technology leader
Commercial archive
• Consolidating suppliers to
maximize findability &
au...
Ad agency
Supporting a consumer technology leader
UGC research & ideation
• 500K consumer generated images
• Efficient searc...
Ad agency
Supporting a consumer technology leader
WIP from shoots
• Search
• Spikey traffic
• Easy ingest + workflow
3
#conte...
5
#contenttornado
Build an
ad-o-matic
#contenttornado
#contenttornado
5
CTAs
7 copy
options
10
Models
100
Airports
X X X
35,000
ads
=
#contenttornado
4
#contenttornado
Make
workflow
transparent
#contenttornado
Meet the team
Alice
Marketing Manager
Bob
Creative Manager
Julie
Retail Marketing
Manager
Lisa
Art Director
Josh
Photograp...
Josh
Photographer
Lisa
Art Director
Julie
Retail Marketing
Manager
Alice
Marketing
Manager
Marketing
approval &
publicatio...
Coordinating complex
global campaigns
Need alignment across client HQ, country
marketing teams, & agency across 100s of
lo...
Need alignment across client HQ, country
marketing teams, & agency across 100s of
local renderings
Prior system lacked rig...
3
#contenttornado
Let content
be the life
of the party
Distribution
Rendering &
transcoding
Users &
groups
Search
Manage data
& documents
Workflows
& tasks
Actions &
automation
B...
2
#contenttornado
Make content
intelligent
#contenttornado
Unlocking digital
assets to power a
new revenue model
Hundreds of attributes behind new
screen technologies drive digital ...
1
#contenttornado
Embrace the
change
#contenttornado
Channel proliferation
Martech ecosystem
explosion
#contenttornado
~150
#contenttornado
~350
#contenttornado
~1,000
~2,000
~3,500
~5,000
#contenttornado
The market is responding
#contenttornado
Email
uri@nuxeo.com
Twitter
@nuxeo
@hyperscaleUri
Website
nuxeo.com
Uri Kogan
Vice President of Product Marketing, Nuxeo
W...
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Thriving in the Content Tornado

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Presentation slides from our sponsored webinar with Adweek on thriving in the content tornado. Learn how to stay sane, protect your brand, and delight your customers.

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Thriving in the Content Tornado

  1. 1. Thriving in the Content Tornado: How to Stay Sane, Protect Your Brand, and Delight Customers Webinar #contenttornado
  2. 2. Speaker Uri Kogan Vice President of Product Marketing, Nuxeo #contenttornado
  3. 3. Agenda 10 tips to get back on track Content is blowing up our lives Q&A? #contenttornado
  4. 4. Demand for content has skyrocketed #contenttornado
  5. 5. And marketers just can’t keep up #contenttornado
  6. 6. DAM 1 Email marketing Content marketing WCM Social media Video Packaging Traditional Media – TV, Publications, Ads, Coupons .com Intranet Video Services eCommerce, Retail Ops, Retail Marketing, Sales force Archive Content marketing Packaging design Agency creative Corporate creative services Retail marketing Sales collateral Photo & video studio Vendor systems DAM 2 DAM 3 Agencies & their vendors #contenttornado
  7. 7. #contenttornado
  8. 8. Coordinating complex global campaigns Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings #contenttornado
  9. 9. Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings Coordinating complex global campaigns Prior system lacked rights inheritance from master to derivatives; no transparency #contenttornado
  10. 10. How can you restore control? #contenttornado
  11. 11. 10 tips! #contenttornado
  12. 12. 10 #contenttornado
  13. 13. Put content at the center #contenttornado
  14. 14. Source: Forrester Research. Vendor Landscape: Digital Asset Management, 2017 DAM’s Role In The Digital Experience Technology Architecture #contenttornado
  15. 15. 9 #contenttornado
  16. 16. Configure, don’t customize Get everyone on board #contenttornado
  17. 17. 9x #contenttornado
  18. 18. #contenttornado
  19. 19. #contenttornado
  20. 20. #contenttornado
  21. 21. #contenttornado
  22. 22. 8 #contenttornado
  23. 23. See everything, migrate nothing #contenttornado
  24. 24. Customer experience is a team sport #contenttornado
  25. 25. #contenttornado
  26. 26. 7 #contenttornado
  27. 27. Let the cloud do the heavy lifting #contenttornado
  28. 28. Managing content without the cloud
  29. 29. #contenttornado
  30. 30. Manual Artificial Intelligence Outdoors, cloudy San Francisco, Golden Gate Bridge, International Landmark, Monument Camera, Selfie, Photography People, Tourist, Travel, Vacations, Casual Happiness, Excitement, Bonding, Smiling, Togetherness, Laughing Couple – Relationship Casual Clothing, Explorer Golden Gate Bridge, Selfie, Couple #contenttornado
  31. 31. 6 #contenttornado
  32. 32. Cut costs & reinvest
  33. 33. Ad agency Supporting a consumer technology leader Commercial archive • Consolidating suppliers to maximize findability & automate requests • No software development 1 #contenttornado
  34. 34. Ad agency Supporting a consumer technology leader Commercial archive • Consolidating suppliers to maximize findability & automate requests • No software development 1 #contenttornado
  35. 35. Ad agency Supporting a consumer technology leader UGC research & ideation • 500K consumer generated images • Efficient search & filtering to accelerate browsing • Tagging & rating 2 #contenttornado
  36. 36. Ad agency Supporting a consumer technology leader WIP from shoots • Search • Spikey traffic • Easy ingest + workflow 3 #contenttornado
  37. 37. 5 #contenttornado
  38. 38. Build an ad-o-matic #contenttornado
  39. 39. #contenttornado
  40. 40. 5 CTAs 7 copy options 10 Models 100 Airports X X X 35,000 ads = #contenttornado
  41. 41. 4 #contenttornado
  42. 42. Make workflow transparent #contenttornado
  43. 43. Meet the team Alice Marketing Manager Bob Creative Manager Julie Retail Marketing Manager Lisa Art Director Josh Photographer #contenttornado
  44. 44. Josh Photographer Lisa Art Director Julie Retail Marketing Manager Alice Marketing Manager Marketing approval & publication Bob Creative Photoshoot Search & shot selection Ad creative Creative review & approval Brand Portal & download Alice Marketing Manager #contenttornado
  45. 45. Coordinating complex global campaigns Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings Prior system lacked rights inheritance from master to derivatives; no transparency #contenttornado
  46. 46. Need alignment across client HQ, country marketing teams, & agency across 100s of local renderings Prior system lacked rights inheritance from master to derivatives; no transparency Launched in 3 weeks with no software dev Regained control, acceleration, & efficiency Coordinating complex global campaigns #contenttornado
  47. 47. 3 #contenttornado
  48. 48. Let content be the life of the party
  49. 49. Distribution Rendering & transcoding Users & groups Search Manage data & documents Workflows & tasks Actions & automation Batch upload { } #contenttornado
  50. 50. 2 #contenttornado
  51. 51. Make content intelligent #contenttornado
  52. 52. Unlocking digital assets to power a new revenue model Hundreds of attributes behind new screen technologies drive digital transformation #contenttornado
  53. 53. 1 #contenttornado
  54. 54. Embrace the change #contenttornado
  55. 55. Channel proliferation
  56. 56. Martech ecosystem explosion #contenttornado
  57. 57. ~150 #contenttornado
  58. 58. ~350 #contenttornado
  59. 59. ~1,000
  60. 60. ~2,000
  61. 61. ~3,500
  62. 62. ~5,000
  63. 63. #contenttornado
  64. 64. The market is responding #contenttornado
  65. 65. Email uri@nuxeo.com Twitter @nuxeo @hyperscaleUri Website nuxeo.com Uri Kogan Vice President of Product Marketing, Nuxeo Want to follow up? Please reach out! #contenttornado Research and other resources nuxeo.com/reports

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