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EVOLVE'14 | Maximize | Paul Legan | A Case Study in DAM

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Evolve The Adobe Digital Marketing Community
Evolve The Adobe Digital Marketing Community

Presented at 3|SHARE's EVOLVE'14 - The Adobe Experience Manager Community Summit on Tuesday November 18th, 2014 at the Hard Rock Hotel in San Diego, CA. evolve14.com

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A CASE STUDY IN DIGITAL ASSET MANAGEMENT NOVEMBER 18, 2014 PRESENTED BY Paul Legan - 3|SHARE Corporation
2 INTRODUCTION Paul Legan Managing Partner, 3|SHARE Corporation • Background in Economics and Information Technology • Located in San Diego, CA
3 I CREATE A LOT OF ASSETS.
4 MANY GO TO SOCIAL MEDIA. (AND AN EMBARRASSING AMOUNT ARE PUPPY OR WEATHER RELATED.)
5
6 AND YES, SOMETIMES I’M DISORGANIZED.
IT HAPPENS.
8 AND I’M JUST ONE PERSON IMAGINE A 20,000 EMPLOYEE COMPANY.
9 WHAT IS AN ASSET?
10 ASSETS ARE A LOT OF THINGS. •Often are scattered across an organization. •Are the result of an iterative process. •Often cost a lot to create and manage. ASSETS ARE VALUABLE.
11 VALUABLE THINGS REQUIRE EFFORT. BUT INTO WHAT EXACTLY?
12 COMMON REASONS FOR AN ASSET MANAGEMENT SYSTEM Centralize your assets for easy findability Collaborate on asset creation before market launch Distribute assets to the proper audiences Reduce the effort to organize assets through putability. Asset Management
 FINDABILITY TAGS FILTERS USER EXPERIENCE GUIDANCE
DRAG & DROP ! PUTABILITY SYNC NAVIGATION AUTOMATE
! WORKFLOW REVIEW COMMENTS COLLABORATE
! DISTRIBUTE SPEED VALUE BRANDING
17 WHAT’S THE SOLUTION?
18 AEM ASSETS! BUT WITH A LOT OF PREP WORK.
19 I MEAN LOTS OF PREP WORK.
20 FIRST EVALUATE THE CURRENT STATE.
21 QUESTIONS TO ASK •What are the current limitations? •Where are assets stored? •Who creates the assets? • Internal creative team vs. an external partner (or both) •What tools are used to create the assets? •What’s the typical workflow?
22 NEXT DETERMINE WHO NEEDS YOUR ASSETS
23 YOUR AUDIENCE IS… WHO? • How many types of consumers of your assets are there? •What do your audience members want to see most? •What value do you generate for your audience members? •Why do they want your assets?
24 TAKE A LOOK AT YOUR TEAM.
25 THAT’S NOT MY JOB. •Who manages metadata? •Who adds metadata to assets? •What amount of automation is right for your team? REMEMBER PUTABILITY?
26 EVALUATE YOUR METADATA STRATEGY
27 META-WHA..? • How do you currently use metadata? •What types of metadata do you see around you? •Who can represent each group of users that will utilize the system? •What types of information are finite and what require more freedom?
28 … IS CRITICAL.
! WHO WHAT WHERE WHEN WHY HOW BASIC METADATA
30 OKAY WE’RE READY TO BUILD SOMETHING.
31 INTRODUCING ASICS BRANDPORTAL
32 BRANDPORTAL REQUIREMENTS •ASICS needed a method to distribute assets to their retailers. • They had outgrown their existing, custom-built DAM. •Metadata was very important. • As was sharing.
33 WHAT’S INSIDE? •Over 600 GB of assets •Quarterly photography and editing sessions create thousands of assets • Planned growth of over 1 TB per year •Dozens of custom collections and distribution channels
34 KEY FEATURES •Automatically tag assets by folder and by product type • Filter and sort assets so retailers can find exactly what the need • Find related assets by metadata and logic •Download assets into a variety of rendition formats •Authors can create custom collections for specific users and groups •Ability for end users to save and share carts with other users
35 PUTABILITY •Metadata Templates • CSV Import by Product Type • Creative Suite Integration •WebDAV and FTP Sync
36 COLLABORATION •Comments • Annotations •Workflow Approval • Best part of this was… All out-of-the-box!
37 FINDABILITY • eCommerce-style filter summary box • Tag and Property filter options •Ability for authors to customize the set of filters per collection or user
38 SHARING •Collections created by authors and distributed to many • Shared carts created by end users and sent to individual users by email
39 DISTRIBUTION • Multiple asset rendition types allow users to download the right format for their needs • Related assets allow users to download all assets in a logical set
40 RESULTS •Cost savings of at least one full time employee effort to manage asset distribution across the organization • Hundreds of retailers share thousands of carts to their colleagues • Retailer reduction of effort to produce artifacts based on ASICS assets is significant • Expansion into Asia by end of year and Europe by end of 2015
41 KEY TAKEAWAYS •Always consider growth and the multiple language support. • You cannot spend too much time solving the metadata problem. • Utilize the strengths of AEM Assets and extend where appropriate. • The single best way to increase adoption of a new system is to reduce the complexity (that putability thing again).
42 QUESTIONS? HOW CAN I HELP?
43 THANK YOU!

More Related Content

EVOLVE'14 | Maximize | Paul Legan | A Case Study in DAM

  • 1. A CASE STUDY IN DIGITAL ASSET MANAGEMENT NOVEMBER 18, 2014 PRESENTED BY Paul Legan - 3|SHARE Corporation
  • 2. 2 INTRODUCTION Paul Legan Managing Partner, 3|SHARE Corporation • Background in Economics and Information Technology • Located in San Diego, CA
  • 3. 3 I CREATE A LOT OF ASSETS.
  • 4. 4 MANY GO TO SOCIAL MEDIA. (AND AN EMBARRASSING AMOUNT ARE PUPPY OR WEATHER RELATED.)
  • 5. 5
  • 6. 6 AND YES, SOMETIMES I’M DISORGANIZED.
  • 8. 8 AND I’M JUST ONE PERSON IMAGINE A 20,000 EMPLOYEE COMPANY.
  • 9. 9 WHAT IS AN ASSET?
  • 10. 10 ASSETS ARE A LOT OF THINGS. •Often are scattered across an organization. •Are the result of an iterative process. •Often cost a lot to create and manage. ASSETS ARE VALUABLE.
  • 11. 11 VALUABLE THINGS REQUIRE EFFORT. BUT INTO WHAT EXACTLY?
  • 12. 12 COMMON REASONS FOR AN ASSET MANAGEMENT SYSTEM Centralize your assets for easy findability Collaborate on asset creation before market launch Distribute assets to the proper audiences Reduce the effort to organize assets through putability. Asset Management
  • 13.  FINDABILITY TAGS FILTERS USER EXPERIENCE GUIDANCE
  • 14. DRAG & DROP ! PUTABILITY SYNC NAVIGATION AUTOMATE
  • 15. ! WORKFLOW REVIEW COMMENTS COLLABORATE
  • 16. ! DISTRIBUTE SPEED VALUE BRANDING
  • 17. 17 WHAT’S THE SOLUTION?
  • 18. 18 AEM ASSETS! BUT WITH A LOT OF PREP WORK.
  • 19. 19 I MEAN LOTS OF PREP WORK.
  • 20. 20 FIRST EVALUATE THE CURRENT STATE.
  • 21. 21 QUESTIONS TO ASK •What are the current limitations? •Where are assets stored? •Who creates the assets? • Internal creative team vs. an external partner (or both) •What tools are used to create the assets? •What’s the typical workflow?
  • 22. 22 NEXT DETERMINE WHO NEEDS YOUR ASSETS
  • 23. 23 YOUR AUDIENCE IS… WHO? • How many types of consumers of your assets are there? •What do your audience members want to see most? •What value do you generate for your audience members? •Why do they want your assets?
  • 24. 24 TAKE A LOOK AT YOUR TEAM.
  • 25. 25 THAT’S NOT MY JOB. •Who manages metadata? •Who adds metadata to assets? •What amount of automation is right for your team? REMEMBER PUTABILITY?
  • 26. 26 EVALUATE YOUR METADATA STRATEGY
  • 27. 27 META-WHA..? • How do you currently use metadata? •What types of metadata do you see around you? •Who can represent each group of users that will utilize the system? •What types of information are finite and what require more freedom?
  • 28. 28 … IS CRITICAL.
  • 29. ! WHO WHAT WHERE WHEN WHY HOW BASIC METADATA
  • 30. 30 OKAY WE’RE READY TO BUILD SOMETHING.
  • 31. 31 INTRODUCING ASICS BRANDPORTAL
  • 32. 32 BRANDPORTAL REQUIREMENTS •ASICS needed a method to distribute assets to their retailers. • They had outgrown their existing, custom-built DAM. •Metadata was very important. • As was sharing.
  • 33. 33 WHAT’S INSIDE? •Over 600 GB of assets •Quarterly photography and editing sessions create thousands of assets • Planned growth of over 1 TB per year •Dozens of custom collections and distribution channels
  • 34. 34 KEY FEATURES •Automatically tag assets by folder and by product type • Filter and sort assets so retailers can find exactly what the need • Find related assets by metadata and logic •Download assets into a variety of rendition formats •Authors can create custom collections for specific users and groups •Ability for end users to save and share carts with other users
  • 35. 35 PUTABILITY •Metadata Templates • CSV Import by Product Type • Creative Suite Integration •WebDAV and FTP Sync
  • 36. 36 COLLABORATION •Comments • Annotations •Workflow Approval • Best part of this was… All out-of-the-box!
  • 37. 37 FINDABILITY • eCommerce-style filter summary box • Tag and Property filter options •Ability for authors to customize the set of filters per collection or user
  • 38. 38 SHARING •Collections created by authors and distributed to many • Shared carts created by end users and sent to individual users by email
  • 39. 39 DISTRIBUTION • Multiple asset rendition types allow users to download the right format for their needs • Related assets allow users to download all assets in a logical set
  • 40. 40 RESULTS •Cost savings of at least one full time employee effort to manage asset distribution across the organization • Hundreds of retailers share thousands of carts to their colleagues • Retailer reduction of effort to produce artifacts based on ASICS assets is significant • Expansion into Asia by end of year and Europe by end of 2015
  • 41. 41 KEY TAKEAWAYS •Always consider growth and the multiple language support. • You cannot spend too much time solving the metadata problem. • Utilize the strengths of AEM Assets and extend where appropriate. • The single best way to increase adoption of a new system is to reduce the complexity (that putability thing again).
  • 42. 42 QUESTIONS? HOW CAN I HELP?