What does this DAM thing do?


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Ever find yourself pulling your hair out trying to locate an image in a sea of thousands? Don’t you think it would be nice to preview a video on your iPad without a special plug-in, or even just have access to all your digital content on the go, so you are able to act fast if a client unexpectedly throws a “let’s see it now” lasso around your neck?
5 minutes with us and you will have a solution that resolves these conundrums!
A preview, you say? Ok, Digital Asset Management is here to save the day. And with Extensis’ industry-unique support for the iPad, life away from your desk is about to get a whole lot sweeter.
Due to the exponential growth of digital assets, organizations across the globe are facing major challenges around the management of their swelling libraries. Their people struggle too, as they are spending countless hours trying to locate the content and files they need. Efforts are often duplicated and content replicated as there isn’t an easy system for sharing in place. Files are lost over time because of a lack of good archiving systems. And despite the fact that there are incredible devices that enhance our mobility, like the iPad, accessing the files we need isn’t always a snap. Extensis has solved this crisis and would like to share the serum with you.

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  • My name is Davin Kluttz --- I work for ExtensisWe’re a software company, headquartered on the west coast of the US, in Portland, Oregon (between San Francisco and Seattle)We have a worldwide presence, including offices and distributors in the UK, Europe, Australia, Asia, and North and South America.I manage our Digital Asset Management product line, called Portfolio.We also have solutions for Font Management --- Suitcase Fusion and Universal Type Server.his morning I also spoke about fonts on the web, where we offer a solution there called WebINK.I’m not here to talk about that…
  • Let’s talk about why *I* am here…In case you couldn’t tell, I’m an American.And in case you haven’t heard, we’re the experts in everything --- I was a clear choice to speak to you today.Seriously, though…Background is in design and advertising --- witnessed massive innovation, brought on by recent technology…The web and social media, digital video and now mobile…The rate of change and volume of data is increasing exponentially.I’ve always had a passion and curiosity for software solutions in these areas,Specifically where the focus is on digital workflow: Replacing physical processes with digital ones.At Extensis, where I’ve worked for the last 11 years, we’ve made it our mission to bring order to this (sometimes) chaosand find new ways for individuals & workgroups to improve efficiency and create new opportunities,Where the goal is to give more time to creativity and experimentation
  • Why are you here?Hopefully you came to learn about Digital Asset Management and not why “DAM” was misspelled.DAM is “Digital Asset Management” and I will get into that, shortly.As I mentioned, this is not a software demo.You’re not going to see the whirlwind tour of Portfolio up here.If you want to know about Extensis software, come to our booth or talk to me afterward.This is a chance to learnI will explain the concept of Digital Asset Management + how it can be leveraged to Find, Archive and Improve Access to digital files.I want you to walk away with an understanding of how it can improve turnaround times and create opportunities to improve workflow and communication with your clients.Please feel free to ask questions at the end.
  • First we need to define what a digital asset is…An “asset”, as you probably recognize is a term borrowed from the world of finance.It’s basically and item of value.We’re talking about digital files; basically your project files or anything used to produce them.More specifically, these can come from a variety of sources, but they are the critical bits, without which, the work wouldn’t get done.Here’s a test: When is a file an asset?Purchased or licensedIt’s critical.Re-create or re-purchase, if it cannot be found.(Lost time, money)Definition: It’s only an asset if you can find it!In other words, if you cannot locate it, it’s of no value to you, or anyone else.So, doesn’t it make sense that we find a way to manage these?
  • Now that we’ve established what a digital asset is, I am going to take you through a list.This is a list of 5 fundamental concepts to you understand DAM, so you can:Figure out if you need DAMDetermine how you might use it in your day-to-day businessAsk the right questions, within your companyBe informed, as you discover more about itI love lists, because they build excitement, so let’s get crackin’!
  • Concept #2 is MetadataA simple definition…Metadata can be specific…This can also include file properties like color, modification dates, who saved it, etc.A good DAM can help you collect and organize this metadata, so you can use it in your searches.Many companies using DAM will customize it to suit the needs of their business, so that the system uses “their language” and has search options that make sense to their users and customers.Ex. Find all of the images for this project with photos that have licenses on them, so I can review the usage rights.Ex. Show all the videos formatted for iPhone; Show those that are not yet converted, so I know what work needs to be done.Ex. Find all of the layouts that the client has not approved.Information like this can be stored in the DAM system, if you want.DAM systems can also save your metadata into the file, like a custom signature that can be read by anyone. (Ex. Copyright Notice.)
  • Number 3 is Preview…Once we have metadata to help us search, there’s no guarantee we will find the exact asset we are looking for…In fact, maybe we don’t want to find “one file”. Perhaps you want to review a photo shoot or all of last years presentations.Quiz Time…Answer: You need all of those applications on your computer (or access to someone who does, which takes away their time!)You also need a lot of time to open and close each file, if you are trying to find the right one. (And a notepad to mark the ones you want.)DAM can preview anything:Nothing to install – How many of you know someone who has an expensive “pro” app like Photoshop, just so they can open and view or print images?Video applications and design applications are even more expensive and cumbersome, if viewing is all you need to do.While you are previewing, most DAM systems will give you a way to enter more metadata to note decision points or approve items.(Tell a story here, if time.)
  • There’s a problem with sharing something you know much more about than others: It’s too overwhelming for people outside your team or those “not on the project”.Sometimes you need to share the things that I’ve been talking about. Can you share some examples?Ex. Anyone ever been asked to let a client see some images or design variations to approve? Did you make a PDF and email it, or make some JPEGs and send them?Ex. Some marketing groups I have worked with, have some “preferred photos” that they want people in other departments to use; They use DAM as a way to share those.Who do you need to “share” with?Clients?Focus groups?Other departments?How can you share?Web sites?Social media?PDFs?Over coffee (or tea?) – Tablet example
  • Our 5th concept is Derivatives!Don’t worry, I am not going to get into fancy mathematics, nor are we going to crash the economy!We often forget we’re the experts…Keep in mind, many users don’t have (or know how to use) tools you have: Photoshop, for example.Most creative users spend time servicing internal requests, including other departments to convert files from one format to another:This represents an enormous amount of time (and costly interruptions) – Think about how often your users struggle with requests like this:Can I get these formatted for PowerPoint?We need to take the final images and save them all to PNGs and JPEGs for the web site. (At 3 different sizes for mobile, iPhone and Tablets.)The Client needs RGB versions of these, NOW!Can you make a PDF of these images, so I can show the client?I have a video in Windows Media format, but we need it in MPEG.All of these require special tools, like Photoshop, Acrobat Pro, Video applications or perhaps even custom programming.In addition, many of these things will occupy a user’s workstation for hours!It doesn’t have to be this way.DAM can help you maintain a single “master” file and create what users need, on-demand.Less duplication. Less storage.Self-service.Reduced turnaround time.Better communication
  • Thank you for your time.I can answer any questions you have at our booth.Resources:The DAM Learning Center picks up where I left off with some helpful topics that delve deeper into these concepts.Also the Extensis web site has videos, helpful guides and trial downloads for all of our products
  • What does this DAM thing do?

    1. 1. What does thisDAM thing do? Davin Kluttz Sr. Product Manager Extensis
    2. 2. Why am I here?18+ years in design/advertising  Print, publishing, interactive/web and video  Digital media workflowSoftware solutions: the mission  Tame “digital chaos”  Individuals & workgroups  Preserve creativity (and sanity)And of course, I’m an American. Therefore…  I’m an expert on everything.
    3. 3. Why are you here?Was “DAM” a typo?  Digital Asset ManagementNot demo or sales pitch!Genuine information  Opportunity to share  Introduce concepts  Ask questions BUY!
    4. 4. What is an “asset”Digital Assets, not Financial AssetsWhen is a file an asset?  Purchased or licensed  It’s critical  Re-create or re-purchase, if it cannot be found.  (Lost time, money)It’s only an asset if you can find it!  So, let’s “manage” these. Make sense?
    5. 5. 5 DAM Concepts (Because I like lists.)
    6. 6. #1 - SearchDon’t be “old fashioned”  Isolated searches  Folder-based searches  FilenamesCentralized search  One place to find everything  Including archives  Metadata
    7. 7. #2 - MetadataA simple definition:  Metadata is data about your data.  Keywords or “tags”Metadata can be specific  Author or Photographer Name  License Expiration  Project IDDAM systems read/embed metadata
    8. 8. #3 - PreviewQuiz: What must you have, in order to view…  100 photos from a Nikon professional camera?  An InDesign document?  A Keynote presentation?DAM can preview (almost) anything.  No costly applications to install  Make (and note) decisions
    9. 9. #4 - SharingSharing is vital  Reduce turnaround time (less email, etc.)  Let others contribute metadataThe DAM itself is shared:  Who needs access?  What do they need to access?  How do they access?DAM can provide various ways to share.
    10. 10. #5 - DerivativesWe’re the “experts”  The right tools and access to files  Bottleneck  Time better spentInterruptions? DAM helps:  Single “master” file  Avoid duplicates: less storage, less chaos  Self-service, faster turnaround  Better communication
    11. 11. Thank you.www.damlearningcenter.comwww.extensis.com/portfolio