Digital Asset Management: A Strategy for Success
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Digital Asset Management: A Strategy for Success

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    Digital Asset Management: A Strategy for Success Digital Asset Management: A Strategy for Success Presentation Transcript

    • non~linear creations inc. Digital Asset Management Autumn 2004 VISIT US AT: WWW.NONLINEAR.CA n o n ~ l i n e a r c r e a t i o n s OTTAWA: 613.241.2067 TORONTO: 416.203.2997 If this is the solution, what’s the problem?
    • The Talk
      • Introductions
      • Definitions
        • Ecosystem and Evolution
      • Key Functions
      • Who Benefits?
      • Best Practices for Implementation
        • An Approach
        • The Question of Taxonomy
        • Search and Retrieval
        • Barriers to Success
      • More information
    • Who Am I?
      • Randy Woods
      • Co-founder, EVP of non-linear creations inc.
      • Been providing internet-driven IT solutions for government since 1995
      • Established an enterprise content management area of practice in 1999
      • Leading integrator of mid-tier web content management in Canada
      • My job? Understanding how the pieces fit together – and the value each piece can deliver to our clients
    • Who Are You?
      • A few quick questions - by show of hands:
      • Job descriptions:
        • Who creates digital content?
        • Who approves approve digital content?
        • Who manages the IT infrastructure?
        • Other jobs?
      • Who has a document management solution in place today?
        • Who intends to have a document management solution in place someday?
        • Who knows what a digital asset management solution is?
      • Who objects if I use the acronym DAM rather than saying document asset management every time?
    • What is Digital Asset Management?
      • “ Digital asset management is an IT-based practise for the systematic reuse and re-expression of pre-existing digital objects that, when successfully done, accelerates business processes and time to market deliverables.”
        • – Michael Moon, GISTICS
      • “ Systems and processes for fine-grained management and control over rich digital media assets, notably high-resolution images, audio, video, animation and other kinds of multimedia” - Gilbane
      • “ Digital asset management is just a tool for organizing digital files for storage and retrieval”- Marketingpilot
    • Maybe a more useful approach
      • What pains can DAM alleviate?
      • Images get published without proper approvals
      • Digital content is released online without appropriate alternative language capabilities
      • Digital assets are stored insecurely
      • Personnel constantly re-create similar content because they don’t know it exists
      • Personnel know the content they need has been produced/created/developed but have no way of finding it
      • Personnel can find the content they need but it is the wrong size/format/application type
      • External organizations – other ministries, departments, partners – require digital assets frequently. Access is painful or inefficient.
    • What is a Digital Asset?
      • “ Any kind of digital object that you can show that you have reused for a period of greater than 18 months; have captured the development expenses associated with that particular object; and can directly link the reuse of that object to a discrete sale for a revenue event or a discrete cost savings; and have taken prudent measures to protect this asset, then generally accepted accounting practices will support you recognizing that as a financial asset….” – Michael Moon, GISTICS
      • Definition only an accountant can love.
      • “ A digital file with reuse lifespan and associated meta data” - Gilbane
    • What is a Digital Asset?
      • Of course, everything stored in a computer is a digital asset.
      • For our purposes, digital assets include:
        • Digital Audio
        • Digital Video
        • Multimedia (Flash, Shockwave)
        • Presentations
        • Images (in some cases)
        • Anything that can’t be easily found using a Google-type search engine.
    • Key Features of DAM
      • MAJOR ELEMENTS
      • Metadata / Taxonomy application
      • Workflow and audit trails
      • Storage (Digital Asset Repository)
        • Check in/check out
        • Compliance
      • Access authorization
      • Search and retrieval
        • Thumbnails
        • Meta-data search
      • Transformation services
      • ADDITIONAL FEATURES
      • Delivery services
        • Broadcast to web
        • Make available to print firms
      • Digital rights management
      • Collaboration services
      • Contract management tools
    • The DAM Ecosystem Document Management Microsoft Word Microsoft Excel Adobe PD Records Management Records Reports eMail archives Web Content Management HTML XML XHTML Web-graphics Digital Asset Management Audio Video Multimedia Presentations Workflow Search and Retrieval Collaboration Enterprise Content Management Digital Rights Management GIS
    • Who Benefits from DAM
      • DAM can make a difference to:
      • Archives, collections, museums
      • Public relations and communications
      • Research and collaboration
      • Public outreach / social marketing activities
      • Internal e-learning
      • GIS integration
      • The Benefits:
      • Increase in reuse of digital assets
      • Tighter control of approval processes
      • Audit capabilities
      • Ease of delivery to multiple channels
      • Security over access / centralized backup procedures
      • Enforcement of standards
    • Best Practices for Implementation
      • Two approaches
        • Top down – executive sponsorship drives adoption
        • Bottom up – real-world pain drives adoption
      • Step One: Map existing creative and production workflows
        • Involve key stakeholders
        • Include workflow, approvals
      • Step Two: Map a better world
        • Streamline processes
        • Formalize processes
    • Best Practices for Implementation
      • Step Three: Implementation approaches:
        • All or nothing
        • Incremental
      • Step Four: Content migration
        • Resource intensive, rarely budgeted
        • Endless if content is not already digital
        • 80:20 rule applies – focus on most reusable assets
      • Step Five: internal marketing and adoption
        • Make heros of early adopters
        • Have first movers drive adoption
    • Taxonomy
      • Taxonomy – meta data – is critical
      • You have no fall back – search spiders won’t do the job
      • What taxonomy?
      • CLF defines mandatory meta information
      • Dublin core’s 15 standard elements apply
      • Digital Assets have specific requirements:
        • permissions
        • usage conditions
        • rights
        • owner(s), etc.
      • PRISM provides an alternative
    • Taxonomy – PRISM
      • www.prismstandard.org
      • Industry standard meta-data for publishing
      • Based on Dublin Core
      • Allows for fine-grained specification of rights for reuse, alteration
      • Adequate information to support discovery
        • dc:rights Container element for specific rights data
        • prism:copyright A copyright statement for this resource.
        • prism:expirationTime Time at which the right to reuse expires.
        • prism:releasetime Time as which the right to reuse a resource begins, and the resource may
        • be published.
        • prism:rightsAgent Name, and possibly contact information, for the agency9 to contact to
        • determine reuse conditions if none specified in the description are
        • applicable.
        • prl:geography Specifies geographic restrictions.
        • prl:industry Specifies restrictions on the industry in which the resource may be reused.
        • prl:usage Specifies ways that the resource may be reused.
    • Search and Retrieval
      • Most DAM products ship with a reasonable search system:
        • Interwoven MediaBin  Inktomi
      • Several have specific image search solutions:
        • Interwoven MediaBin  Newly patented tech allows search by shape, texture, color, or resemblance to another image
      • Vast majority of users will select a category and use thumbnails to preview
      • Consider adding a faceted search technology:
        • Breaks content down by different dimensions of a hierarchy
        • Allows users to browse to the image they require
        • Example – user might click:
          • Energy  Climate Change  Energy Efficiency  R2000  photo of insulation
      • Endeca is leading faceted search technology (www.endeca.com)
    • Barriers to Success
      • Two structural challenges with DAM:
        • Network effect – it becomes more valuable the more users it has
        • Time value effect – it becomes increasingly valuable over time
      • Together these mean that the value of process changes required are not always immediately apparent.
    • Barriers to Success
      • Involve stakeholders
        • Creative groups tend to work independent of institutional guidelines. And they like it.
        • For example, often the sole bastion of Macintosh computers in a department
        • Solve their problem – don’t proclaim from on high
      • Match your reach to your grasp
        • Don’t let it become a death march
        • Pick a small but real pain and solve it. Quickly.
        • Leverage success into higher profile implementations
      • Plan for tomorrow
        • Know that incremental roll out is a stage in much grander strategy
        • Ensure system selected plays well with others - it must support new webservices standards
    • More information
      • No shortage of online resources:
        • GISTICS.com – analyst group
        • Major analysts cover DAM:
          • Gartner
          • Forrester
        • Gilbane.com
          • Whitepaper
          • Reports
        • www.econtentmag.com
      • You can always reach me:
        • [email_address]