5 tips to boost your brand using DAM

Last Friday I attended the Social Media Breakfast monthly meetup in Edmonton, Canada. It was held at the spectacular incubator/meeting place StartUp Edmonton and featured Ashton Paulitsch of the Alberta Cancer Foundation.

Paulitsch’s talk was titled “From Bland to BAM! Find, Activate, & Leverage Your Brand Ambassadors” and focused on how the Alberta Cancer Foundation found and engaged brand ambassadors to boost visibility and meet donation goals. Searching social networks, industry or area experts, and engaging employees are all part of finding and recruiting brand ambassadors.

I was particularly interested in this topic for two reasons. One, I am constantly creating content to support the DigitalAssetManagement.com brand. Tips for making the most of a brand are always welcome. Two, digital asset management is a great way for organizations to support their brand by maintaining consistency and making rich media available to partners like brand ambassadors.

The session provided great advice, experience, and first-hand accounts from some ambassadors Paulitsch has engaged. I was surprised that there was little talk of sharing rich media, but that’s ok! Here are five tips I got from the talk, and how digital asset management can support efforts to engage brand ambassadors.

  1. Integrated marketing communications with powerful rich media can boost engagement. The Alberta Cancer Foundation used email communications, Twitter, Facebook, billboards, and their blog to promote fundraising campaigns. Using multiple channels to share messages in a unified way supports engagement at every turn. The DAM connection: There is really no better way to manage rich media than a dedicated digital asset management system. When working across platforms, centralizing rich media associated with a campaign saves time and makes it easy for people to find the assets they need when they need them.
  2. Storytelling, authenticity, consistency, and personalization are hallmarks of a great brand. As tempting as it is to create a snazzy logo and proclaim your business or organization “branded”, it’s not that easy. People love what’s behind the brand, what it represents. The DAM connection: While I suspect that Paulitsch was referring to consistency in messaging, consistency in images is vitally important. A DAM system can help ensure that everyone is using the correct logos and has access to a collection of images that accurately represent your brand.
  3. People don’t want information about your brand, they want stories. Storytelling is a hot topic in content development right now, with good reason. Stories draw people in, provide emotional connections, and create lasting impressions. I still remember my favorite stories from childhood. The DAM connection: Photos, illustrations, and videos are a great way to boost stories and can even be the story. A digital asset management system can organize, store, and make your rich media easily accessible.
  4. Start internally with employees as brand ambassadors and support them with a social media policy and training. The quest to engage brand ambassadors starts within your organization. Employees are great ambassadors and to boost their comfort with social media, provide a policy and training. The DAM connection: A digital asset management system is a great place to centralize documents and files associated with social media. For example, you could create a collection or tag items intended for Twitter, making it easy for employees to see and select an image for their post.
  5. Activate external ambassadors with a clear request and explanation of impact and be sure to share results of their participation with them. Paulitsch shared an example of a request email she sent while recruiting ambassadors. It was detailed, concise, and provided context for her request. She also recommended following up with ambassadors after an event or campaign. They’re giving you their time and audience, so providing them with an explanation of the results of their effort is an important diplomatic move. The DAM connection: Most digital asset management systems have the capability to allow external users access to files or collections, which means you can use a DAM to provide a collection of images for a campaign. Instead of attaching them to emails, you can offer ambassadors a place to download them directly. Likewise, if you wanted to share images, infographics, or video as part of the results, a DAM is a great way to do that.

Overall, it was a great presentation and gave me a lot to think about when it comes to engaging brand ambassadors. I hope I’ve given you some insight into how digital asset management systems can support your business goals and help you engage audiences.

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