Go Cloud – The Changing Future of DAM for Creative Pros

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  • Introduction by Ron and hand-off to Jody.
  • Good to Great - Jim CollinsIf there is one thing you can passionate about and be the best in the world about – DO that One Thing! And that’s what we’ve done at WebDAM, we have focused
  • What is cloud?
  • Define difference between cloud applications and cloud computing/architectureCloud application defined as:Deployment modelMulti-tenancyEmploys cloud architectureTypically turn keyLess focus on professional services and customizations, more focus on configurabilityCloud applications are not necessarily equal to SaaS are not necessarily equal to hosted Show Amazon ArchitectureSWITCH ORDER
  • Define difference between cloud applications and cloud computing/architectureCloud application defined as:Deployment modelMulti-tenancyEmploys cloud architectureTypically turn keyLess focus on professional services and customizations, more focus on configurabilityCloud applications are not necessarily equal to SaaS are not necessarily equal to hosted
  • Examples – Salesforce.com <http://Salesforce.com> , Box, NetSuite, Jive, Eloqua, WebDAM
  • o   Anywhere/anytime availability
  • Teams are more distributed than ever – globalizationWe work from more devices than ever beforeWe work more quickly, more agile, etc.Faster production times, quicker to market
  • New technology = better user interface designAnywhere accessibility = more usageLess customizations means more global appeal, larger user base, tried and tested across larger user baseQuick feedback loop Need stats
  • Quick deploymentWhen looking for a solutions  we were under some very tight deadlines and needed something we could deploy ourselves and have in production in a week or less!!
  • ScalabilityAs we grow will the software be able to grow with us as well…in terms of file storage space, number of users, contributors, etc.?With that expansion can we segment off the WebDAM space with adequate access control 
  • Managed, supported, upgraded  externally
  • Integration – web services have made integration much more flexible and versatile
  • Integration – web services have made integration much more flexible and versatile Always using the latest and greatest. Updates don’t burden IT or end-users.Downtime during installation & updates. New releases are huge IT projects.Companies can quickly get left behind.
  • Latency§  What about 2GB files?§  How are we overcoming these challenges?·         CDNs·         Accelerators·         ThreadingCDN:. Accelerator (Aspera): Most use TCP, but with an Accelerator, you use a different layer of the internet (UDP), which allows you to just push the content in pieces, without requiring a two-way responsesThreading: Instead of sending a complete chunk of data, it splits the data up, uploads or downloads the smaller data pieces at the same time, and then puts them back together.
  •   Integration§  Common misconception  - cloud apps are actually built to be integrated§  BUT - Highly dependent on internal IT culture – Are most of your systems home grown and on-premise?  Considered by IT that it is a challengeSystem IF its home-grown, your organization is hard to integrate into anything as a whole.
  • Scalability§  Common misconception§  Cloud is already proven to scale·         Salesforce.com <http://Salesforce.com>  currently manages x records – some stats on this and other cloud apps that have been scaled
  • Security§  Common misconception·         Some stats from Gardner on cloud securityMany IT professionals have a preconceived notion that cloud computing will be less secure than what they can deliver themselves on premises. This is a mistake.Source: http://blogs.gartner.com/neil_macdonald/2012/03/31/cloud-computing-can-be-more-secure/Don’t make the mistake of automatically believing the conventional wisdom that cloud based computing will be less secure. Well managed cloud service providers won’t be…Found this in a Security Blog on Gartner……. Most hacks happen to old, legacy apps that are no longer supported and were built without security in mind. They also tend to be against unpatchable (or at least unpatched) vendor-supplied appliances. So, the population in the cloud is easier to secure. In addition, since so many do not trust the cloud, more attention is paid to security in the first place.
  • ORIGINAL CONTENTWhat does DAM in the cloud look like?  (imagine a DAM with no on-premise solutions)Any organization of any size can be DAM enabled ·       Small design firms - Fast deployment, lower cost of ownership, no IT resources needed·         Large enterprise – Marketing and creative driving the initiatives, turn-key integrations with other enterprise systems, on the fly configurationsEnd to end life cycle on the web from any device·         From asset creationAccess from any device, platform or software·         To asset approvalShow mobile approval of asset·         To asset consumptionMarketing publishing web pages from wCMS to distributors accessing brand portalsShow re-branding being pushed out·         To analyticsWhat is working, what isn’t, real time changes and instant new analytics CONTENT THOUGHTSOrganizations will create the role of a chief digital officer as part of the business unit leadership, which will become a new seat at the executive table. Gartner predicts that by 2015, 25% of organizations will have a chief digital officer. They're in charge of the digital business strategy. That's a long way from running back office IT, and it's full of opportunity.” In the next three years, the dominant consumer social networks will see the limits of their growth. However, social computing will become even more important. Companies are establishing social media as a discipline. Gartner predicts that in three years, 10 organizations will each spend more than $1 billion on social media."Social computing is moving from being just on the outside of the organization to being at the core of business operations," said Peter Sondergaard, senior vice president at Gartner and global head of research. "It is changing the fundamentals of management: how you establish a sense of purpose and motivate people to act. Social computing will move organizations from hierarchical structures and defined teams to communities that can cross any organizational boundary." In 2016, more than 1.6 billion smart mobile devices will be purchased globally. Two-thirds of the mobile workforce will own a smartphone, and 40% of the workforce will be mobile. Marketing professionals are bullish about new technologies and won't let IT slow them down. CIOs must navigate this transition carefully or risk losing status within the organization.Ten years ago, marketing was always at the bottom of IT's to-do list. As marketing tools became automated and were delivered as SaaS or cloud-based tools, marketing had more leeway to consume technology as a service. CIOs must also realize that marketing is claiming more and more of the enterprise's overall IT budget. Marketing is now the central engine of growth for many companies, - GartnerGartner predicts that within five years, by 2017, CMOs will be spending more on IT than CIOs. - GartnerEmail marketing automation lets organizations track open rates, see who clicks any links, and what they do when a prospect visits your website. Many even help track email forward rates. That may seem obvious, but remember that a few years ago, this type of tracking was considered too intrusive and most organizations didn't do it. Other marketing tools--demand generation, lead nurturing, campaign analysis, social media automation, mobile marketing, etc.--delve even deeper into a potential customer's mindset and behaviors. These tools are quickly becoming mission critical. Today, marketing is more of a science than an art. And as the CMO gathers the power of data, expect CMOs to gather more organizational power too. 1,700 CMOs worldwide and found that CMOs face "four universal game-changers: the data explosion, social media, proliferation of channels and devices, and shifting consumer demographics.
  • Ten years ago, marketing was always at the bottom of IT's to-do list.
  • But that was 10 years ago. As creative & marketing solutions became delivered as SaaS or cloud-based tools, marketing gained more leeway to consume technology as a service. As a result, marketing and creative strategy is now the central engine of growth for many companies.
  • Since marketing is going to continue becoming the central engine for business success…Tomorrow, Everyone will be DAM enabled. Savvy organizations, like many of you, are already their so give yourself a pat on the back.
  • There are 3 trends that are going on right now, that are driving the evolution of DAM for creative professionals…. The obvious…..Organizations are using more and more media, than ever before. Teams want to work faster and smarter, than ever before.Most impactful…. Marketing & Creative technologies are only getting smarterJust look at email marketing or video tracking. It may seem obvious, but in just the past few years, organizations have learned how to track open rates, see who clicks any links, and what they do when a prospect visits your website. Just a few years ago, this type of tracking was considered too intrusive and most organizations didn't do it. Other tools, like campaign analysis, social media automation, mobile marketing , etc. delve even deeper into your customer's mindset and behaviors in response to your designs and media deployment.
  • Meanwhile, Many CIOs ---who are most comfortable with old-school IT projects & monolithic on-premise tools will continue to be most threatened by Marketing interests in Cloud Solutions. CIOs must navigate this transition carefully or risk losing status within their organization. Marketing is claiming more and more of the enterprise's overall IT budget. And they are the central engine of growth for many companies, and selecting the solutions that best fit the needs of the business, instead of IT resource limitations and IT project priorities.
  • Organizations will create the role of a chief digital officer as part of the business unit leadership, which will become a new seat at the executive table. Gartner predicts that by 2015, 25% of organizations will have a chief digital officer. They're in charge of the digital business strategy. That's a long way from running back office IT, and it's full of opportunity."
  • Support the exponential Growth of Digital Assets and Cloud Technologies that support the organization.
  • ANALYTICSWith analytics, comes business intelligence. Creatives will delve even deeper into a potential customer's mindset and behaviors. And maybe one day, creatives can configure their designs to use dynamic content --- which will will automatically serve up content tailored to an individual’s recorded behavior through analytics. Imagine seeing an image on a website, but its different on your neighbors screen due to their unique behavior patterns. SOCIAL MARKETINGIn the next three years, the dominant consumer social networks will see the limits of their growth. However, social computing itself will become even more important. Solutions should be designed with real-time social interaction in mind. Imagine having a creative brainstorm or digital campaign review directly from a digital asset management solution. MOBILE DEVICE GROWTHIn 2016, more than 1.6 billion smart mobile devices will be purchased globally, and 40% of the workforce will be mobile. Not only will creatives design more mobile campaigns, they will interact with each other even more on mobile devices. DAM needs to support both of these end-to-end activities.EXTENSIBILITYAccess from any device, platform or software ONLINECMS solutions interacting with DAMs, owning all the content to increase efficiency, analytics availability, workflow, and accessibility
  • WorkflowShoot and produce imagesCreate brand- and project-specific folders in WebDAM and upload assets Create user accounts for any designers, brand managers, marketing staff, etc who need accessThe system notifies each user of their newly created account and gives login informationUpon login, these users automatically see the folders they have access to and can view their project assetsUsers can print contact sheets, download, or ftp selected images to themselves (or others) for reviewAfter project completion we can either keep assets online in case needed later or remove
  • Go Cloud – The Changing Future of DAM for Creative Pros

    1. 1. Go Jody Vandergriff http://www.webdamsolutions.com .
    2. 2. If there is one thing you can be passionate about and be the best in the world at – Do that One Thing!
    3. 3. Architecture & Apps
    4. 4. Hosted is not
    5. 5. Its a Club Its Weird
    6. 6. DAM Benefits…
    7. 7. Get a Free Digital Asset Management Trial: http://www.webdamsolutions.com/trial/
    8. 8. Focus on Usability + Fast Adoption =
    9. 9. Rapid
    10. 10. Digital Asset Management
    11. 11. Managed, Supported, Upgraded Externally
    12. 12. Web Services = Flexible & Versatile Integration CMS CRM
    13. 13. Feature Releases New Release New Release New Release Time
    14. 14. Challenges for DAM?
    15. 15. Benefit!
    16. 16. This is a mistake
    17. 17. The Future
    18. 18. 10 years ago
    19. 19. But that was 10 yrs ago! Hello .
    20. 20. Tomorrow:
    21. 21. Confidential. May not be redistributed.
    22. 22. RAWRR!!! T-Rex can’t reach the cloud!
    23. 23. What to Expect in Your Organization? New Role:
    24. 24. What to Expect in digital asset management software? A Technology Evolution.
    25. 25. DAM & Creatives Mobile Social Analytics Extensibility Online Channels
    26. 26. Asset Creation Asset Approval Designers Creative Directors Marketing Optimization Creative Agencies Brand Managers Vendors Monetization Photographers Consumption & Reuse Distributers Web Teams WCM Solutions Asset Analytics
    27. 27. Next Steps. See a DAM Demo: http://www.webdamsolutions.com/demo/
    28. 28. Thank You. Jody Vandergriff http://www.webdamsolutions.com

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