Digital Asset Management plays a vital role in the digital transformation of marketing and communications activities. The success of said operation requires adapting the tool to your needs and providing assistance to users.
Scania France, seller of heavy-duty vehicles, contacted Keepeek expressing the desire to create a new photo library.
This need quickly evolved thanks to the tool being easy to use and their commitment to selling the application’s usefulness to their users.
A year after the launch, we’re taking another look at a project that attests to the value added by the DAM to content visibility. A peek at a successful collaboration!
Thibault Loddé, you’re the Communications Officer at Scania France. Could you give us a brief presentation of what you do?
Thibault Loddé – Scania France is an importer for the Scania Group, based in Sweden, and manufacturers of heavy-duty vehicles weighing over 12 tonnes. The brand operates in French territory with a network of over 100 car dealerships that offer trucks, coaches, buses, industrial engines as well as car financing and insurance services.
What was the motivation behind your Digital Asset Management project?
Our initial need was pretty classic in that it was related to the management of our photos. We did have a photo library before, but that tool became dated and we stopped using it a few years back. We were therefore looking for a new application to house, index and search for our photos.That’s why we chose to call it “Photothèque Scania“, meaning photo library, even if the DAM manages much more than just photos!
That’s right, your initial need grew quickly to include the management of all your marketing and communications content. How so?
It was a natural evolution. Once the photo library was in place, we quickly realised that Keepeek offered many other possibilities. The tool was so easy to use that we progressively incorporated the management of our videos, which were previously housed on Youtube or on our internal servers. Keepeek has also become our Brand Center, managing all the elements of our graphics guidelines.
Once the indexation is done correctly, the tool allows you to find any media file you’re searching for with incredible ease!
A DAM project is deemed a success when the proposed content is adapted to needs of the different target audiences. Who are your users and how did you structure your media?
We have two main target audiences. First there are the users that we have internally, that being, our marketing and communications teams as well as the agencies we’re working with. The content we share with them is more technical and is linked to a brand center . Here you’d find for example our brand’s user guide.
Our external audience is comprised of our clients, journalists and a significant portion of fans of the brand. We mostly share product photos with this audience (trucks, engines), but also a substantial collection which promotes our company life. In the indexation and the description, we clearly single out product media of those who highlight the men and women at Scania.
This allows us to have highly skilled visitors who remain on our portal for a long period of time with low bounce rates.
Why choose Keepeek, a French company, to assist you?We looked at three other applications which were all powerful, but more or less flexible. That is what made us lean towards Keepeek, its adaptability. We had a very specific set of needs related to our work environment which required specific developments. The R&D and Integration teams at Keepeek gave us reassurances concerning that matter and this made us happy. We knew that that we could adapt the tool at a later date according to our evolution.
The value added by the DAM rests in its adoption by users. What do you believe to be the key factors to Scania France’s DAM?
I believe first of all that the quality of the content shared is of utmost importance. We have benefited in the clean-up of our media collection and the revamping of our copyrights from our move to Keepeek. We then proceeded with caution to the indexation of our items, bearing in mind that our products are complex and include technical definitions.
The assistance of Keepeek was the next deciding factor. A dedicated project manager followed the project with us through to its implementation and the training of our internal users. We felt the support of Keepeek. It really was a smooth process.
Finally, we communicated a great deal internally, which was the case even during the project phases. We then organised training sessions for our marketing and communications contributors so that they could become familiar with the tool and we could demonstrate to them it’s effective and ergonomic design. We put a guide in place for our internal visitor profiles. This was sent to them to explain how to use the filters and search fields. It’s great to be sold on it, but you also need to convince others!
Now one year following its implementation, how would you measure the project’s return on investment?
Pretty much in time saved! We use the baskets alot, especially to share content with journalists and external service providers. With each request, we directed them to Keepeek…and now they’ve become accustomed to going directly to the photo library.
We also lost an incredible amount of time internally searching for and sending the same items. Now our user turn to the DAM themselves.
For these recurring requests, the baskets are an added plus. It allows you to create media types which can be shared in one simple click, without having to repeat the process. For example, we created baskets for “Trucks” or “Coaches and Buses” using the most frequently used visuals.
Thank you Thibault for your feedback. If you, like Scania France, are looking for a simple, flexible and complete DAM solution, don’t hesitate to do a free trial of Keepeek !Copyrights: (c) FREDERIC BOYADJIAN and Isabelle Beauvais