By Libby Maurer and Deanna Ballew of the Widen Product Team
As we move forward with more frequent product updates as part of our Agile process, we’ll be sharing more details with you about key new features. Here’s more about updates that have been made to our Intended Use feature.
We spend time and money to create assets. Each asset represents one or more people’s effort to create just the right piece of content. By using DAM software, the assets created can be repurposed over and over again by other internal teams, vendors, sales, and creative departments to generate more brand engagement.
We want our assets to be used in meaningful ways. Moreover, we want to know where they are being used and how they’re delivering meaningful ROI to our business and our brands. With the Widen Media Collective’s Intended Use feature, users can capture where the assets are being used and decide when to repurpose and share assets across other channels and customer touchpoints. One asset may shared to social media sites, used in a web page and also in a sales presentation, while another may be used in print and online ads.
This functionality prompts users for their email address and intended use of the assets when users download or share an asset within the site, share an asset to a social network or to a file sharing tool, or when downloading or sharing assets from a collection share page. By capturing this data, the Media Collective is able to give you insight into how assets are being used and by whom.
Intended use data is currently available for individual assets through asset analytics. The upcoming Analytics app will allow you to dive into each use to see what assets are being used to help direct your marketing efforts as part of your content command center.
Intended use across all Widen Media Collective customers
The Intended Use feature has been enabled and capturing data across all 400 of our customer sites since January 1, 2015. Below we can see intended use for assets across those sites since the beginning of this year.
We launched the feature with minimal setup and set default values of advertisement, brochure/catalog, digital display, email, online ad, presentation, sales use, social media, tradeshow/conference, website, and other. By doing this, we are able to provide shared data points across our customers to help all of us identify content distribution trends.
Since January 1, 2015, assets across our customer sites have been used:
- 25% website
- 14% other
- 14% sales
- 12% advertisment
- 8% brochure/catalog
- 9% presentation
- 6% digital display
- 4% social media
- 4% email
- > 1% online ad
Feedback from you told us that the Intended Use feature is much more valuable if you can customize the values to your specific brand needs. With the 8.1.1 update of the Media Collective, you’ll be able to do just that - create custom intended use values for your users to select. There is no limit to the number of intended use values you can create.
Connor Gleason from Curry College shared with us a sample of ideal values:
- Media Guide
- Social Post
This level of configuration helps Connor and Curry College more closely identify how assets are being used across print, web, social channels and more by using terminology specific to their workflow.
Similarly, Corey Chimko at Cornell University intends to configure intended use values for Cornell’s site to be even more specific, including:
- Cornell Chronicle/PawPrint
- External Media (non-Cornell)
- Online Publication (e.g., PDF, Issuu, etc.)
- Presentation (e.g., PPT, Keynote, etc.)
- Print Publication
- Private Use
- Social Media
What will your intended use values be?
If you’re a Media Collective customer, go forward and modify your own intended use values. Use this data to analyze use of your assets to gain more value from each and every asset you create or acquire. Don’t forget to let us know what you come up with!