Digital Asset Management


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  • Tier 2: Adobe graphics server about $7,000 off of state contract Tier 3: Media Bin from Interwoven retails for $119,000, $300 named user, $800 for admin, and $17.50 per concurrent user.
  • Address who has authority to manage/maintain the catalog in related policies. Show audience the Bellingham Visitor’s Bureau brand kit. Documenting the technical requirements is essential when working with outside consultants.
  • Nothing will promote the use of a catalog better than having it consistently offer quality assets. Copyright free is our best friend…look to staff for free digital assets.
  • Digital Asset Management

    1. 1. Digital Asset Management Local Government Webmasters Meeting 23 Sep 2004 - Seattle, Washington Prepared by: Steven Niedermeyer Web Coordinator, City of Bellingham
    2. 2. Overview <ul><li>What is Digital Asset Management ? </li></ul><ul><li>Business case highlights </li></ul><ul><li>Overview of available solutions </li></ul><ul><li>Considerations when implementing </li></ul><ul><li>Additional resources </li></ul>
    3. 3. What is Digital Asset Management? <ul><li>Pennsylvania State University defines Digital Asset Management (DAM) as: </li></ul><ul><li>A set of coordinated technologies and procedures that allow the efficient storage, retrieval, and reuse of the digital files that are important to an organization. By employing the descriptive information attached to the assets, DAM can provide and support the business rules and processes needed to acquire, store, index, secure, search, export and transform them. </li></ul>
    4. 5. Business Case Highlights <ul><li>Benefits of Digital Asset Management </li></ul><ul><li>Cost of implementation </li></ul><ul><li>Potential risks of implementation </li></ul><ul><li>Potential risks if not implemented </li></ul>
    5. 6. Benefits of DAM <ul><li>More professional identity </li></ul><ul><li>Increased staff productivity </li></ul><ul><li>Reduced legal liability </li></ul><ul><li>Cost savings </li></ul>
    6. 7. More Professional Identity <ul><li>DAM can promote the use of high quality media allowing an agency to convey a more professional identity by offering alternatives to low quality assets such as: </li></ul><ul><li>Amateur photographs </li></ul><ul><li>Unauthorized logos </li></ul><ul><li>Poorly designed templates for forms and publications </li></ul>Mount Baker Theatre
    7. 8. Increased Staff Productivity <ul><li>Providing a central catalog instead of relying on general staff to create and maintain their own collections can dramatically increase productivity because many: </li></ul><ul><li>Lack the skills to create or prepare digital assets </li></ul><ul><li>Do not have the necessary software or hardware </li></ul><ul><li>Can’t find existing digital assets </li></ul>
    8. 9. Reduce Legal Liability <ul><li>Centralized media collections facilitate the reduction of legal liability by providing one location for documentation such as: </li></ul><ul><li>Origination information </li></ul><ul><li>Copyright and licensing </li></ul><ul><li>Model release forms </li></ul>
    9. 10. Cost Savings <ul><li>Some ways DAM may aid agencies in saving money: </li></ul><ul><li>Buying unlimited use rights for an asset instead of repeated single use licensing </li></ul><ul><li>Promoting the use of existing assets instead of purchasing new ones </li></ul><ul><li>Allowing opportunities for volume discounts when acquiring assets </li></ul><ul><li>Lowering network storage and backup requirements for digital assets by reducing duplicates </li></ul>
    10. 11. Cost of Implementation <ul><li>The purchase price of a DAM solution range from free to over $100,000 depending on the needs of the agency. Staff time must be invested in implementation, training, and establishing policies to govern the management of the assets. </li></ul>
    11. 12. Potential Risks of Implementation <ul><li>An agency may not be able to justify implementing a DAM solution if they: </li></ul><ul><li>Purchase a solution that is not inline with their needs (too complex to implement or expensive to maintain) </li></ul><ul><li>Lack the backing of management to uphold related policies and procedures </li></ul>
    12. 13. Potential Risks If Not Implemented <ul><li>The greatest risk of not implementing a DAM solution aside from the loss of potential benefits is the increased chance of legal litigation related to misuse of a digital asset. </li></ul>
    13. 14. Overview of Available Solutions <ul><li>Solutions vary widely but the following are examples of what is available: </li></ul><ul><li>Basic solution - central network storage using file permission security, folders for organization, and text files to track documentation. Most agencies that would benefit from DAM have existing software/hardware for this solution so costs would be minimal. </li></ul><ul><li>DAM functionality – often comes with limited options in content management systems or advanced options for industry specific purposes (video, audio, desktop publishing). Products retail for $100-$100,000. </li></ul><ul><li>Full DAM solution – offers a suite of options and can integrate with content management, document management, and desktop publishing products. The combination of potential implementation services and high prices for products raises the cost well over $100,000. </li></ul>
    14. 15. Considerations When Implementing <ul><li>Communication </li></ul><ul><li>Documentation </li></ul><ul><li>Building collections </li></ul><ul><li>Key functions </li></ul>
    15. 16. Communication <ul><li>Confirm management’s support to initiate the project and enforce related policies </li></ul><ul><li>Keep affected staff informed through the process and up sell key benefits (critical to have general staff support) </li></ul><ul><li>Include training staff on the use of the catalog and related policies as part of the project </li></ul>
    16. 17. Documentation <ul><li>Develop policies to govern usage </li></ul><ul><li>Provide model release forms </li></ul><ul><li>Prepare procedures or training materials for complex processes </li></ul><ul><li>Consider including media reference tools such as style guides </li></ul><ul><li>Document technical requirements for assets such as file formats, bit rates, resolutions, etc. </li></ul>
    17. 18. Key Functions <ul><li>There are some key functions to look for in a potential DAM solution: </li></ul><ul><li>Asset retrieval </li></ul><ul><li>Workflow options </li></ul><ul><li>Distribution </li></ul><ul><li>Content rendering </li></ul><ul><li>Version control </li></ul><ul><li>Usage statistics </li></ul><ul><li>Compatibility with operating systems </li></ul><ul><li>Integration with software (e.g.Microsoft and Adobe product lines) </li></ul><ul><li>Integration with existing systems that may have their own cataloging functions such as a content management system (CMS) </li></ul><ul><li>Integration with specialized storage solutions </li></ul>
    18. 19. Building Collections <ul><li>A DAM system is only as good as the assets it offers. Here are a few things to consider while building collections: </li></ul><ul><li>Start with popular assets such as logos, letterhead, and frequently used photos. </li></ul><ul><li>Search agency computers and networks for existing assets. </li></ul><ul><li>Offer various versions of an asset for use with web, television, and print. </li></ul><ul><li>Work with project managers to allocate funding for advertising materials related to their projects. </li></ul><ul><li>Ask local agencies that partner with yours if they have digital assets that can be shared. </li></ul><ul><li>Maintain a master of all digital assets from which other versions are created (e.g. high resolution photographs from which small thumbnails are created). </li></ul><ul><li>Look for scripting tools to automate media preparation </li></ul><ul><li>Consider that multimedia is potentially the largest user of storage space on a network so plan for expansion accordingly. </li></ul>
    19. 20. Additional Resources <ul><li>Product Examples </li></ul><ul><li>Adobe Graphics Server: </li></ul><ul><li>Reddot Asset Manager: </li></ul><ul><li>Documentum Digital Asset Manager: </li></ul><ul><li>Interwoven Media Bin: </li></ul><ul><li>Example of a large enterprise level DAM hosted solution: </li></ul><ul><li>Companies Consolidating </li></ul><ul><li>Artesia (just purchased by OpenText): </li></ul><ul><li>General concepts </li></ul><ul><li>Information about dynamic imaging from Adobe: </li></ul><ul><li>Quinn Robinson presentation on using graphics on a web site: </li></ul><ul><li>Organizations </li></ul><ul><li>Global Society for Asset Management: </li></ul><ul><li>US copyright Office: http:// / </li></ul><ul><li>Books </li></ul><ul><li>The Public Domain: How to Find & Use Copyright-Free Writings, Music, Art & More </li></ul><ul><li>Getting Permission: How to License and Clear Copyrighted Materials Online and Off </li></ul><ul><li>Digital Asset Management by David Austerberry </li></ul>