No matter what business you’re in, you need to have a good brand story. Now, it’s of course very important that you communicate something creative, compelling and original, but it's also got to be relevant and authentic in order for people to care. Sometimes, the brand story (or parts of it) just happens. Knowing how to curate, or capture, those stories and make them available to the right storytellers and audiences is a skill that can take you and your marketing team to the next level.
At our recent User Summit in Madison, Wisconsin, Michael Gilday of BEAM Interactive led a discussion on brand creation and curation. His presentation focused most heavily on one of their major client brands: MINI USA..
“I think there’s a lot of room with curation to be promoting and highlighting what actual owners of your product or users of your service believe about it, and creating a discussion rather than a one-way marketing conversation,” said Gilday.
Among the benefits of well thought-out curation is the authenticity of the messaging that those tactics generate. In the case of MINI, users who customize their cars are encouraged to share their testimonials and media (especially photos). BEAM is prepared to capture these stories and make them a part of the MINI narrative, lending levels of credibility to the communications that might be impossible to achieve on a creative agency storyboard.
“It's really a kind of great session about user generated content, specifically for MINI USA and how they've actually integrated with Instagram and Flickr accounts, where they can take that user generated content and then basically put it into a live feed (on the MINI website),” said EJ Flammer of New Era Cap, who attended Gilday’s session at the Widen User Summit. “That's something that we've experienced at New Era. The cap wearing community sends us assets constantly through Facebook, Twitter or Instagram.”
BEAM uses the Widen Media Collective (and our slick new Dropbox integration) to bring all the user-generated content that the global community of MINI drivers is creating into one central asset library. It’s an incredible story, and we’re as excited to see where this evolution in marketing goes as we are to be a driving force in the process. Widen is especially useful in the repurposing of these assets. After all, who’s to say you won’t seek to use Facebook photos on Twitter… or even in print, broadcast and other media?
“Curation is something that is really kind of new,” he said. “It’s always existed to some extent, but the level at which it can now be leveraged for a brand has changed significantly.”
Watch Michael Gilday’s presentation (and get all the rest of our Summit content) on WidenUserSummit.com.
When BEAM was evaluating DAM solutions, Widen was the one that shone (Gilday’s word, not ours!) out of the 12 they were evaluating. With us, there’s no smoke-and-mirrors routine. Just great service and all the transparency you need to really understand whether our solution is the best fit for your needs.
Michael's story is a great example for organizations with smaller budgets who want to leverage social content with DAM.