Fundamentals of Digital Asset Management (DAM) John Horodyski, MLIS, MAS Partner, Information Management Optimity Advisors Special Libraries Association | IT Division Board Meeting | July 15, 2015

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski 1.Welcome & Introductions 2.What is DAM? 1.Basic Definitions 2.Business Case for DAM 3.DAM Systems & Features 4.Summary & Adjourn 5.Q & A Agenda

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski John Horodyski Partner, Optimity Advisors 15 years of management experience in digital asset management, metadata and taxonomy design, digital and social media marketing, training and development, and client relationship management Started DAM career as Worldwide Digital Asset Manager at Electronic Arts Consulted for Fortune 100 and 500 international clients providing strategic direction and consulting on Digital Asset Management (DAM) implementations including metadata and taxonomy design Adjunct Faculty at San Jose State University, San Jose, California teaching graduate course in DAM Board Member for the Journal of Digital Media Management as well as contributing author for DAM to CMS Wire MLIS, MAS degrees; studying for Ph.D. in Social Media Use in Business John Horodyski

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski DAM consists of the management tasks and technological functionality surrounding the ingestion, annotation, cataloguing, storage, retrieval and distribution of rich media digital assets such as photographs, animations, videos, and graphics to facilitate and maximize their use and reuse in marketing and business operations What is DAM? What is Digital Asset Management (DAM)?

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski DAM systems may be developed to house different forms of rich media including audio, image, and video files. A DAM system aims to improve workflow efficiency through the automation of tasks such as ingest, metadata creation, and authenticated access. DAM involves not only the stewardship of digital assets -- their every day care and feeding, plus their long-term preservation -- but also managing the people and activities that interact with those assets. From IT staff to all users (past & present), keeping a record of what's happened to the assets and how they were used will help plan for their future use. What is DAM? What is Digital Asset Management (DAM)?

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski The decision to implement a Digital Asset Management (DAM) system is a positive step in the right direction to gaining operational and intellectual control of your digital assets and is not one to be taken lightly. DAM brings with it great responsibility as to how the organization’s assets will be efficiently and effectively managed in its daily operations. It is more than a sum total of its parts; it must include a detailed review and analysis of all those contributing factors to DAM; digital assets, organization, workflow, security, etc. What is DAM? What is Digital Asset Management (DAM)?

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski It is often confused or lumped in with other technologies such as Web Content Management (WCM), Document Management (DM), Content Management (CM), and Records Management (RM). The unique and distinguishing aspect of DAM is that it can serve as the single source of truth for rich media assets that demand use and reuse via file format conversions and accessible discovery. DAM is more than a sum total of its parts; it must include a detailed review and analysis of all those contributing factors to DAM: digital assets, organization, workflow, security, etc. What is DAM? What is NOT Digital Asset Management (DAM)

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski A digital asset is any form of content and/or media that has been formatted into a binary source AND includes the right to use it. A digital file without the right to use it is not an asset. Types of digital assets include, but are not limited to, the following: product images, lifestyle photography, logos, illustrations, animations, audio & video clips, presentations, office documents and spreadsheets, CAD files, and a number of other digital file formats and their metadata What is a Digital Asset?

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Exploiting the Who, What, When and Where of Digital Assets Supporting Strategic Organizational Initiatives Reduce Costs Generate new revenue opportunities Improve market or brand perception and competitiveness Improved Collaboration and Streamlined Creative Workflow Better Brand Management Enabling Marketing Agility and Operational Excellence Business Case Business Case for DAM

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Rich Media Collections Metadata Taxonomy Workflow Rights Management / Data Security Digital Preservation Governance Foundations DAM Foundations

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Images, Graphics, Videos, Text, Interactive … Content Analysis Rights Management Standards 1. Rich Media Collections What / Where are your digital assets?

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Metadata – Provides the foundation and structure needed to make your assets more discoverable, accessible and, therefore, more valuable; metadata makes “smart assets.” Taxonomy – The way to organize information so as to best solve a business problem; a well-designed taxonomy brings business processes into alignment that allows users to intuitively navigate to the “right” content. Metadata and taxonomy are strategic imperatives for any organization looking to manage and exploit its knowledge more effectively. 2 – 3. Metadata & Taxonomy

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Workflow Modeling Is there a solid workflow process in place? Optimization of marketing operations? Change Management 4. Workflow Workflow

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski How well do you know your rights? Permissions, roles, and security … how well do you know your assets, your users and their needs? In the “cloud” or out of the cloud … SaaS? 5. Rights Management Licensing / Legal Considerations

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Are some of your assets worth preserving beyond the workflow cycles you have established? 6. Digital Preservation Digital Preservation

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Governance provides a framework to ensure program goals are met Helps define the rules of the DAM road – this provides a framework to ensure that program goals are met both during implementation and for the future Governance becomes an Operating Model Governance is ongoing and transitions in to an operating model Building Collaborative Capabilities requires buy-in and participation from the top of the organization Get the big names involved in the big decisions and keep them talking about DAM and make this a regular, operational discussion (not just for project approval or yearly budget reviews) 7. Governance

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Summary DAM is both a process involving the management tasks and decisions, as well as a technological system, the ingestion, annotation, storage, retrieval and distribution, to manage digital assets Content drives brand. Creative professionals and all those working in marketing, communications, operations, and other areas require content be provided as a cost of remaining competitive, and delivering what the consumer wants when and where they want it. Using DAM effectively can deliver knowledge and measurable cost savings, time to market gains, and greater brand voice consistency— valuable and meaningful effects for your digital strategy foundation. Summary

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski DAM Resources The DAM Foundation Digital Asset Management News digitalassetmanagementnews.org The DAM Directory damdirectory.libguides.com DAM Guru Program damguru.com DAM Resources

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Thank You

Fundamentals of Digital Asset Management (DAM)©2015 John Horodyski Contact Information John Horodyski, Partner Optimity Advisors Madison Ave, Suite 1205 New York, NY Direct: (917) Main: (212) Fax: (202)