Scoring Big: How OpenText DAM Transformed Fan Engagement for the San Jose Sharks
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Key Takeaways
⇨ Website design and compelling multimedia content are crucial for engaging customers and driving sales.
⇨ Organizations, like the San Jose Sharks, can improve media management and production efficiency using Digital Asset Management (DAM) solutions, such as those offered by OpenText.
⇨ Integrating DAM with other applications, like Adobe Premiere, allows teams to streamline content organization, enhance accessibility, and deliver compelling narratives that resonate with their audience.
How a website looks can be important in driving sales and boosting revenue for a company. Compelling content in the form of media such as video, audio and animations is vital in engaging the customer and allowing a business to stand out.
As organizations begin to grow, so do their websites. However, many organizations struggle to maintain and keep up with the omnichannel content demands from customers and time-to-market pressures, resulting in ineffective use of available content.
Information management solutions providers like OpenText, offer the Digital Asset Management (DAM) solution that manages media content through creation, distribution and retirement using AI from OpenText Experience Aviator. OpenText DAM helps organizations set up an integrated digital library for marketing, branding, commerce, broadcast, heritage, security and training content.
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San Jose Sharks: A use case
The San Jose Sharks, a professional ice hockey team based in San Jose, California, compete in the NHL as a member of the Pacific Division in the Western Conference.
Dustin Lamendola, director of production and event presentation for San Jose Sharks utilizes his team, known as SJSharks Productions, to produce video content ranging from television commercials to in-arena programming.
The team needed to better manage media for rapid creative production as well as a solution that integrated well with other applications to enable users and fans of the ice hockey team to find assets efficiently.
To manage the growing demand for high-quality media production, particularly for social media, the team utilized OpenText DAM for SAP solutions, integrated with Adobe Premiere.
The solution helped the ice hockey team streamline content organization and retrieval, enabling the Shark’s team to quickly access and share footage. During games, footage is tagged with basic metadata such as data and opponent, while more detailed tagging such as player names and key moments, can be added later. This enables the team to respond quickly to online fan interactions and complete video projects efficiently.
As Lamendola explains: “The OpenText DAM solution is going to help us tell the story of our fans. We have a lot of content about individuals who have been fans since the beginning. The more we can add metadata to that content, the more easily we can tell a story of someone who’s been a fan for 20 years. That’s what I’m really looking forward to, is to be able to tell those stories.”
The solution enabled the team to benefit from accelerated creation and use of media assets with DAM system which enabled the team to deliver on brand value to its fans. The solution also delivered powerful SAP integration to extend media management with enterprise applications, in addition to this, the team leveraged the solution along with Adobe and other applications to increase user productivity.
