What is Digital Asset Management all about? - EPiServer World
What is Digital Asset Management all about? - EPiServer World
What is Digital Asset Management all about? - EPiServer World
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<strong>What</strong> <strong>is</strong> <strong>Digital</strong> <strong>Asset</strong> <strong>Management</strong> <strong>all</strong> <strong>about</strong>?<br />
Johan Magnusson<br />
www.meridium.se
• Johan Magnusson<br />
• Meridium<br />
• Product Manager<br />
ImageVault TM<br />
www.meridium.se
<strong>What</strong> <strong>is</strong> DAM and MAM<br />
• <strong>Digital</strong> <strong>Asset</strong> <strong>Management</strong><br />
• Media <strong>Asset</strong> <strong>Management</strong><br />
www.meridium.se
<strong>What</strong> <strong>is</strong> an asset?<br />
content + metadata = an asset<br />
www.meridium.se
<strong>Asset</strong>s<br />
• Files without metadata are in many cases useless<br />
– We can’t find them!<br />
– Are we <strong>all</strong>owed to use them?<br />
• Cost time or money to produce<br />
www.meridium.se
<strong>What</strong> <strong>is</strong> DAM?<br />
• The process of management of digital media throughout its<br />
lifecycle<br />
• The tools to support it<br />
• An combination of people, process, assets and technology<br />
www.meridium.se
The DAM process supports<br />
• Finding/Search<br />
• Organization<br />
• D<strong>is</strong>tribution<br />
• Creation/Production<br />
• Storage<br />
• Protection/<strong>Digital</strong> Rights <strong>Management</strong> (DRM)<br />
• Transformation<br />
• <strong>Management</strong><br />
www.meridium.se
Metadata<br />
• Data <strong>about</strong> data<br />
• Makes content more v<strong>is</strong>ible<br />
• Without metadata an asset <strong>is</strong> like a text book without an index<br />
www.meridium.se
Implicit metadata<br />
• It’s an inherent part of the asset, such as file size, MIME type,<br />
date modified<br />
• A human being did not decide those values.<br />
• The values originate from the file.<br />
www.meridium.se
Explicit metadata<br />
• Information based on the content or the context of the file.<br />
• Requires some form of assessment or dec<strong>is</strong>ion.<br />
• Examples could be subject, ranking, category, description, …<br />
• The information can be embeded in the file.<br />
E.g. IPTC, Exif, ID3<br />
www.meridium.se
Derived metadata<br />
• The metadata <strong>is</strong> extracted from an asset.<br />
• Text extracted from a PowerPoint or Word file<br />
• Subtitles or key frames extracted from a movie.<br />
• Derived metadata often make up an asset in its own right, hence it<br />
could possible have metadata of its own.<br />
www.meridium.se
How to work with metadata<br />
• Metadata standards, e.g. Dublin Core<br />
• Academic vs practical approach<br />
• Try working in a cons<strong>is</strong>tent way<br />
• Use predefined taxonomi and categories<br />
www.meridium.se
Why use DAM<br />
www.meridium.se
Finding and reusing assets<br />
• Someone can’t find an image, video, piece of media, or<br />
PowerPoint slide that someone else needs right now<br />
• You can’t easily share assets across projects, groups, div<strong>is</strong>ions or<br />
partners.<br />
• People are using old or incorrect versions of an asset.<br />
www.meridium.se
• People are always recreating content, artwork, layouts, slides,<br />
presentations, and assets starting from scratch every time<br />
• You find it difficult or impossible to reuse your own, or other<br />
people’s work<br />
• A lot of time i spent on creating new versions of the same content.<br />
Different sizes, formats etc.<br />
• Tracking asset use <strong>is</strong> impossible. Where it’s used, who <strong>is</strong> using it, and<br />
how frequently it’s used<br />
www.meridium.se
DAM can help you<br />
• Introducing a common architecture and infrastructure shared by<br />
multiple groups.<br />
• Reducing and/or eliminating recreation costs<br />
• Enabling asset sharing across and between organizations, hence<br />
increasing asset reuse<br />
• Reducing employee, partner, and customer frustrations around poor<br />
search capability<br />
• Enabling multiple d<strong>is</strong>tribution mediums<br />
www.meridium.se
Processes and systems<br />
• The production or d<strong>is</strong>tribution process <strong>is</strong>n’t streamlined<br />
• Multiple systems duplicate or complicate efforts<br />
• The collaboration, review, and approval cycle <strong>is</strong> slow, inefficient, and manual.<br />
• Multiple efforts focus d<strong>is</strong>connectedly on pieces or on similar things in<br />
multiple noncommunicating groups across the organization<br />
www.meridium.se
DAM can help you<br />
• Make it easier to create different versions based on a orignial<br />
• Improves efficiencies and responsiveness<br />
• Eliminates production, duplication, and shipping costs of physical media<br />
• Optimizing and automate workflows around a shared repository and shared<br />
assets<br />
• Reducing or eliminating content or asset location costs (making assets easier<br />
and quicker to find)<br />
www.meridium.se
<strong>Digital</strong> Rights <strong>Management</strong><br />
• Confusion reigns around licensed photos, images, or other assets<br />
• A group was fined for violating the usage rights of a licensed<br />
photo because no one knew the rights.<br />
www.meridium.se
DAM can help you<br />
• Making it easier to track usage<br />
• Makeing it possible to store information <strong>about</strong> rights with the<br />
asset.<br />
www.meridium.se
Marketing<br />
• The marketing message <strong>is</strong>n’t presented cons<strong>is</strong>tently across<br />
groups, organizations, verticals, and target markets<br />
• Your logo <strong>is</strong> m<strong>is</strong>used or your brand <strong>is</strong> incons<strong>is</strong>tently used<br />
www.meridium.se
DAM can help you<br />
• Improves market or brand perception and competitiveness<br />
• Puts marketing managers in better control of communications<br />
www.meridium.se
New opportunities<br />
• Generates new revenue opportunities<br />
• Improves agility<br />
– New possibilities<br />
– Required to be competitive<br />
• Respond rapidly to partners or customers<br />
Shorter time to market<br />
www.meridium.se
ROI<br />
• It <strong>is</strong> important to have a goal and a strategy<br />
– Th<strong>is</strong> will give you the key figures to measure against<br />
• Improved efficiency<br />
• New possibilities<br />
• Competitiveness<br />
• Rights<br />
– Violations can get expensive<br />
• Consider organizing the assets an investment<br />
www.meridium.se
Getting started<br />
• Start with what you need now. Consider legacy later.<br />
• You will need a champion<br />
• Have a clear strategy and a goal.<br />
Create a business case<br />
• Measure the result<br />
• Have some early wins<br />
www.meridium.se
Trends in DAM<br />
• Mobile platforms<br />
– D<strong>is</strong>tribution<br />
– Usage<br />
www.meridium.se
Trends in DAM<br />
• Integration with CMS and other systems. DAM becomes part of<br />
the infrastructure.<br />
• Web instead of desktop clients<br />
www.meridium.se
• Increasing volumes of data<br />
Trends in DAM<br />
• SaaS / Cloud<br />
• Shared Services<br />
www.meridium.se
Trends in DAM<br />
• Metadata that sticks to the file. E.g XMP<br />
• DRM<br />
www.meridium.se
Trends in DAM<br />
• Immediacy of the availability of content<br />
• Social media<br />
• Personalization<br />
www.meridium.se
Thanks for l<strong>is</strong>tening<br />
www.meridium.se
Johan Magnusson<br />
johan@meridium.se<br />
www.meridium.se<br />
www.meridium.se