What is Digital Asset Management all about?

Transcription

1 What is Digital Asset Management all about? Johan Magnusson

2 Johan Magnusson Meridium Product Manager ImageVault TM

3 What is DAM and MAM Digital Asset Management Media Asset Management

4 What is an asset? content + metadata = an asset

5 Assets Files without metadata are in many cases useless We can t find them! Are we allowed to use them? Cost time or money to produce

6 What is DAM? The process of management of digital media throughout its lifecycle The tools to support it An combination of people, process, assets and technology

7 The DAM process supports Finding/Search Organization Distribution Creation/Production Storage Protection/Digital Rights Management (DRM) Transformation Management

8 Metadata Data about data Makes content more visible Without metadata an asset is like a text book without an index

9 Implicit metadata It s an inherent part of the asset, such as file size, MIME type, date modified A human being did not decide those values. The values originate from the file.

10 Explicit metadata Information based on the content or the context of the file. Requires some form of assessment or decision. Examples could be subject, ranking, category, description, The information can be embeded in the file. E.g. IPTC, Exif, ID3

11 Derived metadata The metadata is extracted from an asset. Text extracted from a PowerPoint or Word file Subtitles or key frames extracted from a movie. Derived metadata often make up an asset in its own right, hence it could possible have metadata of its own.

12 How to work with metadata Metadata standards, e.g. Dublin Core Academic vs practical approach Try working in a consistent way Use predefined taxonomi and categories

13 Why use DAM

14 Finding and reusing assets Someone can t find an image, video, piece of media, or PowerPoint slide that someone else needs right now You can t easily share assets across projects, groups, divisions or partners. People are using old or incorrect versions of an asset.

15 People are always recreating content, artwork, layouts, slides, presentations, and assets starting from scratch every time You find it difficult or impossible to reuse your own, or other people s work A lot of time i spent on creating new versions of the same content. Different sizes, formats etc. Tracking asset use is impossible. Where it s used, who is using it, and how frequently it s used

16 DAM can help you Introducing a common architecture and infrastructure shared by multiple groups. Reducing and/or eliminating recreation costs Enabling asset sharing across and between organizations, hence increasing asset reuse Reducing employee, partner, and customer frustrations around poor search capability Enabling multiple distribution mediums

17 Processes and systems The production or distribution process isn t streamlined Multiple systems duplicate or complicate efforts The collaboration, review, and approval cycle is slow, inefficient, and manual. Multiple efforts focus disconnectedly on pieces or on similar things in multiple noncommunicating groups across the organization

18 DAM can help you Make it easier to create different versions based on a orignial Improves efficiencies and responsiveness Eliminates production, duplication, and shipping costs of physical media Optimizing and automate workflows around a shared repository and shared assets Reducing or eliminating content or asset location costs (making assets easier and quicker to find)

19 Digital Rights Management Confusion reigns around licensed photos, images, or other assets A group was fined for violating the usage rights of a licensed photo because no one knew the rights.

20 DAM can help you Making it easier to track usage Makeing it possible to store information about rights with the asset.

21 Marketing The marketing message isn t presented consistently across groups, organizations, verticals, and target markets Your logo is misused or your brand is inconsistently used

22 DAM can help you Improves market or brand perception and competitiveness Puts marketing managers in better control of communications

23 New opportunities Generates new revenue opportunities Improves agility New possibilities Required to be competitive Respond rapidly to partners or customers Shorter time to market

24 ROI It is important to have a goal and a strategy This will give you the key figures to measure against Improved efficiency New possibilities Competitiveness Rights Violations can get expensive Consider organizing the assets an investment

25 Getting started Start with what you need now. Consider legacy later. You will need a champion Have a clear strategy and a goal. Create a business case Measure the result Have some early wins

26 Trends in DAM Mobile platforms Distribution Usage

27 Trends in DAM Integration with CMS and other systems. DAM becomes part of the infrastructure. Web instead of desktop clients

28 Increasing volumes of data Trends in DAM SaaS / Cloud Shared Services

29 Trends in DAM Metadata that sticks to the file. E.g XMP DRM

30 Trends in DAM Immediacy of the availability of content Social media Personalization

31 Thanks for listening

32 Johan Magnusson