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Tech vs. Touch: How digital connectivity impacts marketing and creative teams

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A presentation on creative operations management technology and "touchnology" by Nina Brakel-Schutt and Jake Athey of Widen at the Creative Operations Exchange – San Francisco 2017. See the key themes from the 2017 Widen Connectivity Report: The state of connectivity for marketers and creatives. Get the full report at http://www.widen.com/widens-2017-state-of-connectivity-report.

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Tech vs. Touch: How digital connectivity impacts marketing and creative teams

  1. 1. Tech versus How digital connectivity impacts marketing and creative teams April 11, 2017 Touch #IENCreativeOps
  2. 2. CREATIVE CHALLENGES #IENCreativeOps “Can you save the logo for me as a png?” Project Manager
  3. 3. CREATIVE CHALLENGES #IENCreativeOps “I can’t email the layouts because the files are too big.” “Can you save the logo for me as a png?” Project Manager Designer
  4. 4. CREATIVE CHALLENGES “I can’t email the layouts because the files are too big.” “Can you save the logo for me as a png?” Project Manager “Which one is the latest version? I need to review the revisions.” Designer Copywriter/Editor #IENCreativeOps
  5. 5. RESEARCH PROCESS Online survey questionnaires 200 #IENCreativeOps
  6. 6. RESEARCH PROCESS One-on-one phone calls 21 Online survey questionnaires 200 #IENCreativeOps
  7. 7. RESEARCH PROCESS One-on-one phone calls 21 Online survey questionnaires 200 221Marketing, Creative, and Tech professionals #IENCreativeOps
  8. 8. TODAY’S CONVERSATION How marketers and creatives define “being connected” MEANING Overview #IENCreativeOps
  9. 9. TODAY’S CONVERSATION How marketers and creatives define “being connected” The top tools used to stay connected MEANING TOOLS Overview #IENCreativeOps
  10. 10. TODAY’S CONVERSATION How marketers and creatives define “being connected” The top tools used to stay connected Why the human element is essential MEANING TOOLS HUMANNESS Overview #IENCreativeOps
  11. 11. TODAY’S CONVERSATION How marketers and creatives define “being connected” The top tools used to stay connected Why the human element is essential Unique ways organizations are connecting MEANING TOOLS HUMANNESS COMPANIES Overview #IENCreativeOps
  12. 12. TODAY’S CONVERSATION How marketers and creatives define “being connected” The top tools used to stay connected Why the human element is essential Unique ways organizations are connecting How collaboration, workflow, and DAM support connectivity MEANING TOOLS HUMANNESS COMPANIES SYSTEMS Overview #IENCreativeOps
  13. 13. Creativity is just connecting the right things.” - STEVE JOBS, Co-founder, Chairman and CEO, Apple “
  14. 14. Touchnology (the human side) #IENCreativeOps
  15. 15. Q:What does it mean to be connected? BEING CONNECTED #IENCreativeOps
  16. 16. Q:What does it mean to be connected? BEING CONNECTED #IENCreativeOps
  17. 17. BEING CONNECTED #IENCreativeOps
  18. 18. 83%Somewhat or Very Q:How important is being connected to a community for career growth and satisfaction? COMMUNITY
  19. 19. I have a couple of groups that I meet with that are informal, and made up of creatives. We get together and discuss projects we’re working on and give each other feedback. It’s nice to get an outside perspective in an unstructured way.” - JOHN BISTALFO, Founder, Bark Design COMMUNITY “
  20. 20. Technology (the digital side) #IENCreativeOps
  21. 21. Q:Which tools do you use each day at work? TOOLS BEING USED
  22. 22. KEY FINDINGS of our interview participants suggest that usability or user interface would make them more loyal to one tool over another. 67% USER EXPERIENCE #IENCreativeOps
  23. 23. To technologies (too many tools and devices can hinder work progress) To our teams (too many meetings and nothing gets done) To processes (too many processes defeats efficiency) To data (monitoring too often makes it difficult to measure) CONNECTIVITY CONS #IENCreativeOps
  24. 24. WANDER #IENCreativeOps
  25. 25. COMMUNITY “ Disconnecting from devices gives you time to be comfortable with yourself. It’s the most important time I spend because it’s when I come up with anything interesting to say.” - ROBERT ROSE, Chief Strategy Advisor, Content Marketing Institute
  26. 26. Who’s connecting well? #IENCreativeOps
  27. 27. WHO’S CONNECTING WELL #IENCreativeOps
  28. 28. WHO’S CONNECTING WELL Collaborating #IENCreativeOps
  29. 29. WHO’S CONNECTING WELL Collaborating #IENCreativeOps
  30. 30. WHO’S CONNECTING WELL Go offsite to focus Cross pollinate across teams Brainstorm one idea together Dedicate time to being creative #IENCreativeOps
  31. 31. CASE STORYWHO’S CONNECTING WELL Title Circle text goes here, should be concise. Title Circle text goes here, should be concise. IDEA GENERATION Results EMPOWERED EMPLOYEES MORE COMMUNICATION #IENCreativeOps
  32. 32. WHO’S CONNECTING WELL #IENCreativeOps
  33. 33. WHO’S CONNECTING WELL #IENCreativeOps “Solve the problems of an audience.”
  34. 34. WHO’S CONNECTING WELL Q: What four or five questions were you asked this week? A: (create content to help your audience answer those questions). Ask your customer service team: #IENCreativeOps
  35. 35. WHO’S CONNECTING WELL Q: What pain points and challenges are people trying to solve? A: (create content to help your audience ease that pain). Ask your sales team: #IENCreativeOps
  36. 36. WHO’S CONNECTING WELL Q: What keywords are people using to research your product/service? A: (create content about information your audience is searching for). Ask your marketing team: #IENCreativeOps
  37. 37. WHO’S CONNECTING WELL Title Circle text goes here, should be concise. UNDERSTAND YOUR AUDIENCE Results BUILD LASTING CONNECTIONS OWN THE CONNECTION #IENCreativeOps
  38. 38. Common challenges creating content #IENCreativeOps
  39. 39. Q:From the list below, what are the two biggest pain points you experience in your daily work as a marketer? CREATIVE CHALLENGES
  40. 40. People want to connect to satisfy human needs. BIG FINDINGS 1
  41. 41. Collaboration and community are two key avenues that enable human satisfaction. BIG FINDINGS 2
  42. 42. Technology is a conduit to human connection and requires a human touch. BIG FINDINGS 3
  43. 43. DAM is a server of connectivity #IENCreativeOps
  44. 44. Across the content lifecycle CAPTURE & CREATE REVIEW & PROOF MANAGE & ORGANIZE SHARE & DISTRIBUTE PUBLISH & PROMOTE TRACK & ANALYZE PRESERVE & ARCHIVE IDEATE & PLAN Upstream Downstream CONTENT LIFECYCLE
  45. 45. DAM AND CONNECTIVITY Content Lifecycle Produce Plan Review Manage Publish Analyze Plan Produce Publish Analyze Analyze Publish Manage Review Plan CONTENT LIFECYCLE #IENCreativeOps
  46. 46. DAM Platform Planner Assets Insights CONTENT LIFECYCLE Workflow Templates Portals #IENCreativeOps
  47. 47. COLLABORATION AND COMMUNICATION TemplatesWorkflow Assets Visibility of all assets
  48. 48. COLLABORATION AND COMMUNICATION Visibility of all assets Know you have the final version TemplatesWorkflow Assets
  49. 49. COLLABORATION AND COMMUNICATION Visibility of all assets Know you have the final version Preserve + protect the brand TemplatesWorkflow Assets
  50. 50. COLLABORATION AND COMMUNICATION Portals Share your brand in a personalized way for different audiences.
  51. 51. COLLABORATION AND COMMUNICATION Workflow Streamline project collaboration, review, and approval
  52. 52. COLLABORATION AND COMMUNICATION Adobe Creative Cloud Connector Work with assets in InDesign, Photoshop, and Illustrator
  53. 53. COLLABORATION AND COMMUNICATION Insights Understand how people are consuming, sharing, and connecting to your content.
  54. 54. COLLABORATION AND COMMUNICATION Creative WCM CRM PIM Marketing Social DAM and Workflow #IENCreativeOps
  55. 55. NEEDS ASSESSMENT FOR TECH STACK Get a team together for stakeholder buy-in. Talk to your users. Learn how they work by watching. Identify requirements based on how people want to work. Build a tech stack that advances how you work and the user experience. 1 2 3 4 #IENCreativeOps
  56. 56. Who’s connecting well with DAM? #IENCreativeOps
  57. 57. How organizations are using DAM to connect IVEY RAPPOLD Digital Marketing Content Specialist
  58. 58. DAM CONNECTS PEOPLE TO THE BRAND Brand portals disseminate curated sets of assets in personalized ways.
  59. 59. DAM CONNECTS PEOPLE TO THE BRAND All critical brand assets are made centrally accessible.
  60. 60. How organizations are using DAM to connect LATRISHA EILERS Production Design Supervisor
  61. 61. DAM CONNECTS PEOPLE TO PROCESS Manage creative process to provide approved assets fast and effectively.
  62. 62. DAM CONNECTS PEOPLE TO PROCESS Workflow provides clear visibility into project status.
  63. 63. DAM CONNECTS PEOPLE TO PROCESS Online proofing allows onscreen annotation and @mentions.
  64. 64. How organizations are using DAM to connect MICHAEL SHATTUCK Global Brand Imaging Manager
  65. 65. DAM CONNECTS CONTENT VIA METADATA Automate XMP metadata to tag 250 assets a day.
  66. 66. DAM CONNECTS CONTENT VIA METADATA Make metadata work for you by working within the content.
  67. 67. DAM CONNECTS CONTENT VIA METADATA Smart metadata drives search effectiveness and content insights!
  68. 68. Takeaways #IENCreativeOps
  69. 69. The most digitized team isn’t necessarily the most connected. Meaningful, personal relationships mark real connectivity. APPLY KEY THEMES TO YOUR WORK 1 #IENCreativeOps
  70. 70. Act on people’s desire to connect by creating enjoyable, relatable experiences (in voice, message, and visuals). APPLY KEY THEMES TO YOUR WORK 2 #IENCreativeOps
  71. 71. Build lasting relationships with your audience by creating content that solves their problems. APPLY KEY THEMES TO YOUR WORK 3 #IENCreativeOps
  72. 72. Be selective. Use the digital tools that move your business forward and optimize creative operations. APPLY KEY THEMES TO YOUR WORK 4 #IENCreativeOps
  73. 73. KEEP IT HUMAN. #IENCreativeOps
  74. 74. Questions? Q AND A Connect with us marketing@widen.com www.widen.com Nina Brakel-Schutt nbrakel-schutt@widen.com Twitter: @Nbrakel Jake Athey jathey@widen.com Twitter: @jakeathey
  75. 75. Get the www.widen.com full report!

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