Digital Asset Management: A Strategy for Success


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Digital Asset Management: A Strategy for Success

  1. 1. 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?
  2. 2. The Talk <ul><li>Introductions </li></ul><ul><li>Definitions </li></ul><ul><ul><li>Ecosystem and Evolution </li></ul></ul><ul><li>Key Functions </li></ul><ul><li>Who Benefits? </li></ul><ul><li>Best Practices for Implementation </li></ul><ul><ul><li>An Approach </li></ul></ul><ul><ul><li>The Question of Taxonomy </li></ul></ul><ul><ul><li>Search and Retrieval </li></ul></ul><ul><ul><li>Barriers to Success </li></ul></ul><ul><li>More information </li></ul>
  3. 3. Who Am I? <ul><li>Randy Woods </li></ul><ul><li>Co-founder, EVP of non-linear creations inc. </li></ul><ul><li>Been providing internet-driven IT solutions for government since 1995 </li></ul><ul><li>Established an enterprise content management area of practice in 1999 </li></ul><ul><li>Leading integrator of mid-tier web content management in Canada </li></ul><ul><li>My job? Understanding how the pieces fit together – and the value each piece can deliver to our clients </li></ul>
  4. 4. Who Are You? <ul><li>A few quick questions - by show of hands: </li></ul><ul><li>Job descriptions: </li></ul><ul><ul><li>Who creates digital content? </li></ul></ul><ul><ul><li>Who approves approve digital content? </li></ul></ul><ul><ul><li>Who manages the IT infrastructure? </li></ul></ul><ul><ul><li>Other jobs? </li></ul></ul><ul><li>Who has a document management solution in place today? </li></ul><ul><ul><li>Who intends to have a document management solution in place someday? </li></ul></ul><ul><ul><li>Who knows what a digital asset management solution is? </li></ul></ul><ul><li>Who objects if I use the acronym DAM rather than saying document asset management every time? </li></ul>
  5. 5. What is Digital Asset Management? <ul><li>“ 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.” </li></ul><ul><ul><li>– Michael Moon, GISTICS </li></ul></ul><ul><li>“ 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 </li></ul><ul><li>“ Digital asset management is just a tool for organizing digital files for storage and retrieval”- Marketingpilot </li></ul>
  6. 6. Maybe a more useful approach <ul><li>What pains can DAM alleviate? </li></ul><ul><li>Images get published without proper approvals </li></ul><ul><li>Digital content is released online without appropriate alternative language capabilities </li></ul><ul><li>Digital assets are stored insecurely </li></ul><ul><li>Personnel constantly re-create similar content because they don’t know it exists </li></ul><ul><li>Personnel know the content they need has been produced/created/developed but have no way of finding it </li></ul><ul><li>Personnel can find the content they need but it is the wrong size/format/application type </li></ul><ul><li>External organizations – other ministries, departments, partners – require digital assets frequently. Access is painful or inefficient. </li></ul>
  7. 7. What is a Digital Asset? <ul><li>“ 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 </li></ul><ul><li>Definition only an accountant can love. </li></ul><ul><li>“ A digital file with reuse lifespan and associated meta data” - Gilbane </li></ul>
  8. 8. What is a Digital Asset? <ul><li>Of course, everything stored in a computer is a digital asset. </li></ul><ul><li>For our purposes, digital assets include: </li></ul><ul><ul><li>Digital Audio </li></ul></ul><ul><ul><li>Digital Video </li></ul></ul><ul><ul><li>Multimedia (Flash, Shockwave) </li></ul></ul><ul><ul><li>Presentations </li></ul></ul><ul><ul><li>Images (in some cases) </li></ul></ul><ul><ul><li>Anything that can’t be easily found using a Google-type search engine. </li></ul></ul>
  9. 9. Key Features of DAM <ul><li>MAJOR ELEMENTS </li></ul><ul><li>Metadata / Taxonomy application </li></ul><ul><li>Workflow and audit trails </li></ul><ul><li>Storage (Digital Asset Repository) </li></ul><ul><ul><li>Check in/check out </li></ul></ul><ul><ul><li>Compliance </li></ul></ul><ul><li>Access authorization </li></ul><ul><li>Search and retrieval </li></ul><ul><ul><li>Thumbnails </li></ul></ul><ul><ul><li>Meta-data search </li></ul></ul><ul><li>Transformation services </li></ul><ul><li>ADDITIONAL FEATURES </li></ul><ul><li>Delivery services </li></ul><ul><ul><li>Broadcast to web </li></ul></ul><ul><ul><li>Make available to print firms </li></ul></ul><ul><li>Digital rights management </li></ul><ul><li>Collaboration services </li></ul><ul><li>Contract management tools </li></ul>
  10. 10. 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
  11. 11. Who Benefits from DAM <ul><li>DAM can make a difference to: </li></ul><ul><li>Archives, collections, museums </li></ul><ul><li>Public relations and communications </li></ul><ul><li>Research and collaboration </li></ul><ul><li>Public outreach / social marketing activities </li></ul><ul><li>Internal e-learning </li></ul><ul><li>GIS integration </li></ul><ul><li>The Benefits: </li></ul><ul><li>Increase in reuse of digital assets </li></ul><ul><li>Tighter control of approval processes </li></ul><ul><li>Audit capabilities </li></ul><ul><li>Ease of delivery to multiple channels </li></ul><ul><li>Security over access / centralized backup procedures </li></ul><ul><li>Enforcement of standards </li></ul>
  12. 12. Best Practices for Implementation <ul><li>Two approaches </li></ul><ul><ul><li>Top down – executive sponsorship drives adoption </li></ul></ul><ul><ul><li>Bottom up – real-world pain drives adoption </li></ul></ul><ul><li>Step One: Map existing creative and production workflows </li></ul><ul><ul><li>Involve key stakeholders </li></ul></ul><ul><ul><li>Include workflow, approvals </li></ul></ul><ul><li>Step Two: Map a better world </li></ul><ul><ul><li>Streamline processes </li></ul></ul><ul><ul><li>Formalize processes </li></ul></ul>
  13. 13. Best Practices for Implementation <ul><li>Step Three: Implementation approaches: </li></ul><ul><ul><li>All or nothing </li></ul></ul><ul><ul><li>Incremental </li></ul></ul><ul><li>Step Four: Content migration </li></ul><ul><ul><li>Resource intensive, rarely budgeted </li></ul></ul><ul><ul><li>Endless if content is not already digital </li></ul></ul><ul><ul><li>80:20 rule applies – focus on most reusable assets </li></ul></ul><ul><li>Step Five: internal marketing and adoption </li></ul><ul><ul><li>Make heros of early adopters </li></ul></ul><ul><ul><li>Have first movers drive adoption </li></ul></ul>
  14. 14. Taxonomy <ul><li>Taxonomy – meta data – is critical </li></ul><ul><li>You have no fall back – search spiders won’t do the job </li></ul><ul><li>What taxonomy? </li></ul><ul><li>CLF defines mandatory meta information </li></ul><ul><li>Dublin core’s 15 standard elements apply </li></ul><ul><li>Digital Assets have specific requirements: </li></ul><ul><ul><li>permissions </li></ul></ul><ul><ul><li>usage conditions </li></ul></ul><ul><ul><li>rights </li></ul></ul><ul><ul><li>owner(s), etc. </li></ul></ul><ul><li>PRISM provides an alternative </li></ul>
  15. 15. Taxonomy – PRISM <ul><li> </li></ul><ul><li>Industry standard meta-data for publishing </li></ul><ul><li>Based on Dublin Core </li></ul><ul><li>Allows for fine-grained specification of rights for reuse, alteration </li></ul><ul><li>Adequate information to support discovery </li></ul><ul><ul><li>dc:rights Container element for specific rights data </li></ul></ul><ul><ul><li>prism:copyright A copyright statement for this resource. </li></ul></ul><ul><ul><li>prism:expirationTime Time at which the right to reuse expires. </li></ul></ul><ul><ul><li>prism:releasetime Time as which the right to reuse a resource begins, and the resource may </li></ul></ul><ul><ul><li>be published. </li></ul></ul><ul><ul><li>prism:rightsAgent Name, and possibly contact information, for the agency9 to contact to </li></ul></ul><ul><ul><li>determine reuse conditions if none specified in the description are </li></ul></ul><ul><ul><li>applicable. </li></ul></ul><ul><ul><li>prl:geography Specifies geographic restrictions. </li></ul></ul><ul><ul><li>prl:industry Specifies restrictions on the industry in which the resource may be reused. </li></ul></ul><ul><ul><li>prl:usage Specifies ways that the resource may be reused. </li></ul></ul>
  16. 16. Search and Retrieval <ul><li>Most DAM products ship with a reasonable search system: </li></ul><ul><ul><li>Interwoven MediaBin  Inktomi </li></ul></ul><ul><li>Several have specific image search solutions: </li></ul><ul><ul><li>Interwoven MediaBin  Newly patented tech allows search by shape, texture, color, or resemblance to another image </li></ul></ul><ul><li>Vast majority of users will select a category and use thumbnails to preview </li></ul><ul><li>Consider adding a faceted search technology: </li></ul><ul><ul><li>Breaks content down by different dimensions of a hierarchy </li></ul></ul><ul><ul><li>Allows users to browse to the image they require </li></ul></ul><ul><ul><li>Example – user might click: </li></ul></ul><ul><ul><ul><li>Energy  Climate Change  Energy Efficiency  R2000  photo of insulation </li></ul></ul></ul><ul><li>Endeca is leading faceted search technology ( </li></ul>
  17. 17. Barriers to Success <ul><li>Two structural challenges with DAM: </li></ul><ul><ul><li>Network effect – it becomes more valuable the more users it has </li></ul></ul><ul><ul><li>Time value effect – it becomes increasingly valuable over time </li></ul></ul><ul><li>Together these mean that the value of process changes required are not always immediately apparent. </li></ul>
  18. 18. Barriers to Success <ul><li>Involve stakeholders </li></ul><ul><ul><li>Creative groups tend to work independent of institutional guidelines. And they like it. </li></ul></ul><ul><ul><li>For example, often the sole bastion of Macintosh computers in a department </li></ul></ul><ul><ul><li>Solve their problem – don’t proclaim from on high </li></ul></ul><ul><li>Match your reach to your grasp </li></ul><ul><ul><li>Don’t let it become a death march </li></ul></ul><ul><ul><li>Pick a small but real pain and solve it. Quickly. </li></ul></ul><ul><ul><li>Leverage success into higher profile implementations </li></ul></ul><ul><li>Plan for tomorrow </li></ul><ul><ul><li>Know that incremental roll out is a stage in much grander strategy </li></ul></ul><ul><ul><li>Ensure system selected plays well with others - it must support new webservices standards </li></ul></ul>
  19. 19. More information <ul><li>No shortage of online resources: </li></ul><ul><ul><li> – analyst group </li></ul></ul><ul><ul><li>Major analysts cover DAM: </li></ul></ul><ul><ul><ul><li>Gartner </li></ul></ul></ul><ul><ul><ul><li>Forrester </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><ul><li>Whitepaper </li></ul></ul></ul><ul><ul><ul><li>Reports </li></ul></ul></ul><ul><ul><li> </li></ul></ul><ul><li>You can always reach me: </li></ul><ul><ul><li>[email_address] </li></ul></ul>