5 Tips to Maximize Your Creative Assets in the Digital Age - Jeff Gapp, WoodWing Software

About the presenter

5 Top Tips to Maximize your Creative Assets in the Digital Age

‣ Jeff Gapp, Channel Evangelist at WoodWing Software

‣ Joined WoodWing The Americas in January 2005 serving as the Vice President of Projects‣ Started in the publishing software industry in 1992 at Baseview Products

‣ WoodWing Software offerings‣ Multi-channel publishing system

‣ Enterprise ‣ Digital asset management system

‣ Elvis DAM

The modern media world


‣ In today's media world, publishers must provide their content through a variety of channels to reach their readers at various touch points‣ Print, Tablets, Smartphones, Social Media

‣ Touch points during the day

Multi-channel is a must


‣ Hearst US and UK operates 46+ websites with more than 50% of all web traffic coming from mobile devices

Why managing your creative Assets?


‣ Modern multi-channel publishing inevitably leads to a huge increase of creative files, your digital assets

‣ Marketing and publishing firms need to develop strategies to efficiently manage their stocks of creative files

‣ Consequences of inadequate management of digital assets‣ You waste time and money‣ Run the risk of legal issues

‣ A digital asset management (DAM) strategy helps to increase efficiency by streamlining workflows

‣ DAM’s, through integration, provide the ability to single source assets for multiple uses

DAM not new, but still not mature


‣ “Rich media management is a relatively new space for companies. Most of them either do not have a solution, or have only implemented a small point solution at the departmental level” (Real Story Group)

‣ DAM evolved to primarily support six main use cases:

‣ Creative group production

‣ High-end production

‣ Publishing

‣ General-purpose, line-of-business support

‣ Departmental marketing groups

‣ Enterprise Marketing and Customer Experience

Take time to analyse the requirements


‣ A workflow audit is essential‣ Document the status quo‣ What works, where are the limitations?

‣ Involve the target groups‣ Identify internal and external target groups‣ Discuss their needs and expectations

‣ Define the goals of your DAM initiative ‣ Match status quo and user expectations

‣ Think not only for today, but also tomorrow‣ The system must be able to map your

strategies for the coming years

Tip 1

‣ Don't think small!‣ As if by magic, in a very short time your file stocks will grow and grow‣ Numbers of users will increase, you might need to integrate subs

‣ Database vs. search engine‣ Systems with database approach have their limits and need IT involvement‣ A system with a search engine approach remains effective even with significantly

increasing file numbers

‣ Cluster technology‣ A cluster structure offers the highest flexibility for scaling‣ Distribution of the DAM tasks on an unlimited number of machines.

‣ On premise vs. cloud‣ A cloud-based system imposes no limits

when it comes to scaling‣ On-premise installation requires internal action

for scaling, but can give a better sense of security for highly sensitive data

Ensure unlimited scalability


Tip 2

Develop a metadata and storage strategy


‣ Metadata is the lifeblood of any DAM solution and strategy

‣ They answer the W-questions: Who, what, where, when, why

‣ They help to organise the workflow – metadata-driven routing

‣ Metadata about copyright and licenses help to avoid legal issues

‣ Develop a comprehensive metadata strategy‣ Which metadata are relevant for your workflow?‣ In addition to the standards (XMP, EXIF, IPTC and more) – which custom fields do you need?‣ Who will capture which metadata and how?

‣ Define a viable structure for storing your files

‣ As an example: Company ➜ Brand ➜ Product ➜ Channel

‣ Make sure the system indexes metadata AND Text

‣ Don´t forget a naming convention for your files

Tip 3

Integration maximises ROI


‣ The DAM system will quickly become the centralized repository for all your digital files

‣ Not creative files only – also presentations, reports and more

‣ Integration of the DAM system with creative and business applications maximizes the return-on-investment of the system

‣ Adobe Creative Suite, editorial system, CMS, CRM, Enfocus Switch, and more

‣ Important prerequisites for integration:

‣ Open architecture

‣ Support of open standards (HTML, AJAX, JavaScript, Flash, Flex, Air and more)

‣ Versatile API

Tip 4

Monetise and add value to digital assets


‣ A DAM solution lets you exploit various ways to monetize your assets‣ Re-purpose content for multiple channels‣ Re-use of existing content for new products‣ Syndication – open your archives for external parties‣ Enhance brand´s advertorial content

‣ Add value by analytics‣ Usage reports enable you to refine

your content‣ Monitor the efficiency of your workflow

to identify potential for optimization

Tip 5

The 5 Top Tips to succeed with DAM


‣ Take the time to analyze your workflow requirements – not only for today, but also tomorrow

‣ Don't think small – as if by magic, in a very short time your file stocks will grow and grow

‣ Develop a comprehensive metadata and storage strategy

‣ Integrate your digital asset repository with your creative and business applications

‣ Think about how to monetize your valuable assets

Thank you!


‣ We are now happy to answer your questions

‣ You can also contact Joye Keller anytime:‣ E-mail: [email protected]

‣ Additional resources‣ White paper: http://bit.ly/1AGmXuc‣ Elvis Trial version: http://bit.ly/1vz2yRR

http://bit.ly/1vz2yRR

5 Tips to Maximize Your Creative Assets in the Digital Age - Jeff Gapp, WoodWing Software

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