The Role of Taxonomy and Ontology in Semantic Layers - Heather Hedden.pdf
SDL Campaign Management & Rich Media
1. Convert Video Views into
Sales Leads
Building Rich Media Experiences
with SDL Media Manager
Wouter Maagdenberg
founder & product manager SDL Media Manager
SDL Proprietary and Confidential
2. Agenda
1. Who we are
About SDL, our vision and what we do
2. SDL Media Manager
Media Asset Manager, how to become successful with media & cases
3. How it works
About Assets, Programs, Playlists and time based Custom Events
4. Rich Media in Action
Multi-channel campaigns, targeting & the customer journey
5. Let’s get Viral
How to enable sharing, know what’s going on, and manage?
2
3. SDL’s Vision
SDL believes everyone should be able to engage with
the information they require in the way they want
3
4. Our Mission
• We enable global businesses to engage with their customers
• In the language, the media and at the moment they choose
• We help businesses manage their brands and drive global revenues
• Providing enterprise-ready innovative solutions for managing the end-to-end
customer experience
9. The Media Asset Lifecycle
• Digital Asset Management • Media Asset Management
Supports the Creation of Initial Assets Supports the multi-channel Usage of Assets
The term “Digital Asset Management" The term “Media Asset Management" (MAM) is
(DAM) refers to the protocol for a sub-category of "DAM“, focusing on
downloading, renaming, backing up, rating, publication and distribution of audio, video and
grouping, archiving, optimizing, other media content in the digital era. SDL
maintaining, thinning, and exporting files. Media Manager considers itself to be a MAM-
DAM finds its roots in the print industry. system.
11. 6 Steps to Success: What can SDL Media Manager do for you?
1. MANAGE
Centralize media assets, manage metadata
and cross-media transcode them to make
them available across your channels.
2. LOCALIZE
Add content translation: subtitles & dubbing.
One video asset for all your languages.
3. DISTRIBUTE
Cross media distribution management;
Web, Mobile, Social Media, Digital Signage.
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12. 6 Steps to Success: What can SDL Media Manager do for you?
4. SOCIALIZE
Use your system to spread & manage your
media and message across social media.
embeds, tell-a-friend, rate content
5. ENRICH
‘Convert viewers into buyers’. Add in-screen
apps on top of the content to collect contact
information, direct the audience to your
website, run promotions, etc.
6. OPTIMIZE
Study the conversion statistics and act on
the reports. Making the customer journey an
optimum rich-media experience.
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13. “Using SDL Media Manager gives us the interaction with our
customers and prospects in an innovative way that leads to
measurable leads for our sales”.
14. Mitsubishi
From video to sales leads
Mitsubishi
Mitsubishi Motors Europe have a strong foothold
on the European car market. Due to a global
decrease in car sales and decrease in marketing
budget they needed to be more creative and
innovative in their marketing.
Challenges
Differentiate the message per consumer group
Turn video campaigns into a contact- & salestool
Track leads at corporate, national and dealer
level
Save on marketing spending
Results Mitsubishi
Pan European roll-out of 3-in-1 VMS
60% savings on multilingual video costs
Increasing leads & test drive requests
Company wide statistics & conversion rates
“Using SDL Media Manager gives us
the interaction with our customers in
an innovative way that leads to
measurable leads for our sales.” 1
15. KLM.com EXPERIENCE Platform
• In December 2011 KLM launched the KLM.com ‘’Experience’’ platform
• An innovative online platform to engage visitors through using video,
image and audio
• Offer customers a “Journey of Inspiration“ of the products and services
that KLM has to offer.
• Each part of the interactive platform can also directly through social
media and shared with friends.
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16. KLM Highlights
• Using technologies such as HTML5
• Easily expand the use of videos and interactive elements
• Translated into 18 languages and made suitable for different browsers &
devices.
• Consumers always get the same inspiring experience independent of
location, language or device
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19. Media Asset Management: From Assets to Programs & Playlists
• Reusing Assets
– Compile ‘Assets’ to ‘Publication(s)’.
– ‘Publication(s)’ are sets of Assets
– ‘Publication(s)’ are called ‘Programs’, ‘Playlists’ and ‘Scheduled Playlists (EPGs)’.
– ‘Assets’ exist in source- & target files. Target files are based on ‘Media profiles’
– ‘Media profiles’ are compliant with browsers, plug-ins and devices.
– SDL Media Manager detects what ‘target file’ to use on what screen/device etc.
20. Custom Events: Time based In-screen & Player Applications
• Using Video as your Communications Canvas
1. Outlet: See it as your ‘Photo frame’, which you publish on a website, on a phone or on a screen.
2. Content: Manage the content shown in the ‘photo frame’ from a distance and dynamically.
3. Applications: Run In-screen and player apps on top of your content, even time code related.
Convert views into leads…
22. Multi-Channel Communication
Video with Likes & Shares
Call-to-Action Targeted banners
&
recommendations
Coupons & vouchers
Point of Sale
E-mail SMS Personalized Landing
pages
Direct Mail
23. Big Data Data
Response
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Web & ail
Email opened / viewed , Used coupon code on website
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DiLink clicked ,Loy Twitter handle
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Video started playing Follower of our Twitter feed
Video watched for 26 seconds
Button in video clicked Facebook handle ata,
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Likes our Facebook ntre
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Form registration send C l
Comments on FB acampaign
Customer name Preference also mobile/SMS
Customer SOCIO & GEO info Personalization preferences
Customer email address Product recommendations
Geographic
&
Demographic
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24. Big Data & The Customer Journey
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25. The Customer Journey
Assess
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Commit
26. The Customer Journey & Persona based Communications
Assess
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27. Persona Based Communications with Rich Media
Assess
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Product 3a Product 3b
Globalisation : Global economy – still has a long way to go and many companies view the challenge of globalisation. Any company will confront language in presenting products coherently Internet and mobile: The internet is a strategic sales tool for many companies. Revenue models have changed eg music industry, online and ecommerce. The challenge is to present products that are relevant according to consumer preference Growth in digital content . Faced with issue of relevance in consuming that content. Massive amounts of content but offering value from that is key Targeting and personalisation: Customers expect personalised information – focused information that is relevant to what they buy, the language they buy in Growth in translated content volumes . How you manage that content and translate it at lower costs is key Multimedia and video : Text is becoming more cumbersome and so you need to present info in different ways such as video Managing your brand across all these channels is key and also difficult Social media: Social will be the opinion forming medium for global business in next 5-10 years so we will help them build brand equity through listening platforms and sentiment analysis. In the future we might see multilingual listening platforms
We’re going to look closer at those steps, And Make it more tangible by giving you nice examples of what we can do with Media Manager Of course we have to MANAGE Replace ‘network drives’ full of video files and save costs for manual cross-media transcoding And be able to LOCALIZE SDL’s main differentiator in the market. We breath multi-lingual in all our products. Add content translation (i.e. one video asset for all languages) First to are key components to whatever we do with the video afterwards. As things puts the right values for DISTRIBUTE Do you want it to go to Website, mobile device with auto detection, maybe a narrow casting system or a WEBTV Channel. Central distribution management, internally and externally, segmented/targeted And in Media Manager it looks like KLIK
KLM ??
Now, First let me say that KLM is considered to be a company that ’GETS IT’’ when it comes down to communicating with their customers in the digital era. And one of the Project they initiated in 2011 was the KLM EXPERIENCE project. There goal was to make the KLM.Com website more attractive and engaging and using video was their way achieving that. Visiting KLM.com had to become A JOURNEY of INSPIRATION of products and services KLM has to offer. The solution had to be fully integrated with Tridion, easy to manage and optimize over time. So let’s see how that looks KLIK
Core Media Manager system allows easy integration Future proof, video part of communication strategy expand possibilities across all channels Consumers always get the same inspiring experience independent of location, language or device KLIK
