The Space Shuttle Enterprise flew past my apartment as I wrote this. That's nice, you say, but what does that have to do with information management?
It takes a lot to make people in New York look up, but they did. People came out on the streets and on their rooftops to catch a glimpse of this one time phenomena. They captured it with photos and in video. These are images they might want to show their grandkids some day. But if the format they recorded in is no longer existent and they did not have the foresight to convert their files, these images will just be a story to share.
This week our experts shared their knowledge on DAM and challenged us to think about these questions a little more.
Some Questions Need to be Answered
Cheryl McKinnon (@cherylmckinnon): No one is arguing that we aren't an increasingly digital culture, both at work and at home. The digital assets that we create for business, personal and educational purposes are quickly replacing the books, tapes, CDs, newspapers and magazines that most of us grew up with.
This month we've learned about the importance of DAM for publishers, for customer engagement, and how the management of digital assets is morphing into a profession, and learned about common use cases for any business.
But where will it all go when we're done with it?
Henrik de Gyor (@hgg101): One thing many people do not think about enough is whether something will scale (up, out, in and/or down) as needed. Scalability is critical for any organization to consider if they plan to grow and thrive, not just survive. Otherwise, staying with decisions made in the short term will affect the organization rapidly in the long term.
Edward Smith (@damgeek): This week Google launched their long awaited Google Drive service that offers cloud storage of images, videos and documents. The service is free for up to 5 GB of storage, with paid plans offering from 20 gigabytes up to 16 terabytes of storage for a monthly fee.
If you’re familiar with Google Docs you’ll feel right at home with Google Drive since the new offering is essentially a replacement of the Google Docs service.
John Horodyski (@jhorodyski): In my practice and within my profession, I am often asked where DAM is headed and what needs to be done to foster a greater sense of community. In the DAM course I teach at San Jose State University, I empower my students with the knowledge that community is created by action and shared beliefs, and DAM is no different to this.
John Price (@OT_JP): Back in the early days of Digital Asset Management, one of the major benefits touted was the advantage of all your digital assets in a single place. The ability to collect, manage and organize digital media in a single repository was huge.
No more CDs and DVDs hiding in desks, or trying to find the right image on one or more shared network drives. DAM eliminated all those islands and silos of digital media assets.
Since then digital assets have become pervasive in organizations and the amount of digital media has grown exponentially. Today, in many organizations, it’s not which Digital Asset Management system, it's how many DAM systems do you have.
Time for DAM to try on a New Hat
Irina Guseva (@irina_guseva): The intersections of Digital Asset Management (DAM) and Customer eXperience Management (CXM or CEM) is an overwhelmingly understudied and underutilized area -- both in theory, and more so in practice. While it is evident that rich media can play a tremendous role in enhancing customer interactions and overall experience, we are not thinking, doing and talking enough about the use cases, specific product features, processes or strategies for employing DAM under the CXM umbrella.
Elliot Sedegah (@esedegah): Digital Asset Management (DAM) platforms are playing a critical role in marketing departments. Since more companies have turned to the Web as the primary marketing channel to accelerate revenue and build brands, managing a growing mountain of digital assets has become a challenge.
Once considered a simple application that operated as a vault to store corporate logos and images, DAM has evolved into a higher value, revenue-generating marketing activity designed to reach new audiences, increase engagement and generate demand with rich media.
Jan Dejosse (@goegejosd): Eighty-six percent of marketers intend to look for ways to better localize their marketing content, according to a recent survey by the CMO Council. Other findings of the survey reveal the importance that marketers place on localized marketing and demonstrate that more work is needed to make localized marketing effective.
It Comes Down to the Customer
Ahava Leibtag (@ahaval): A mobile-first strategy may be the way you need to plan, create and publish your content.
When is the last time you spent time with kids, Tweeners and teenagers? Since I am lucky enough to be the mother of three, ages 9-3, and the aunt to kids ages 17-3, I have seen an extraordinary difference in the way kids spend time with each other -- i.e., they don’t.
Instead, when they are together, they are immersed on their individual tablets, phones, parents’ phones or other devices.
Gerry McGovern (@gerrymcgovern): Judge your success based on how successful you make your customer.
Chris Bucholtz (@bucholtz): Here at SugarCon in San Francisco, there are four watchwords I’m hearing from the speakers repeatedly: Social, Mobile, Open and Big Data. If you take out the middle two -- which are unique strengths of the hosts of the event, SugarCRM -- you get two trends in CRM that are inextricably linked.
Social’s been a trend for a long time. But to far too many people, that trend involves scraping data from social media into customer records in CRM. That’s Social CRM (SCRM) on training wheels. That’s a failure of imagination around the potential of SCRM. It assumes that social media is simply another source of data without acknowledging it’s also a tremendous opportunity to engage in conversation with customers.
Mark Simpson (@markjsimpson): Brands that regard their websites as a primary revenue source have three very distinct priorities: give customers an optimal experience, create loyalty and convert potentially passive browsers into active buyers.
Jennifer Mason (@jennifermason): In the previous article in this series “What Is This SharePoint Thing All About Anyway?” we discussed the various components that make up SharePoint. In the article we highlighted the primary components, and starting in this article we are going to be doing a deeper dive into each of those areas. The first one we are going to work through is the concept of Sites.
Symon Garfield (@symon_garfield): Hello from my room in a rather nice hotel overlooking the river Thames in London, where I am staying for the International SharePoint Conference ☺
This article is the beginning of the end as we move on to the final element of Art of SharePoint Success framework, Transition. Transition is the umbrella term that I use to include change management and user adoption. As a former colleague of mine used to say, it’s about moving the organization from the old world to their new world.
Pamela Flora (@puckish222): In this latest installment in my series showing how to use Office 365, Microsoft Office 2010, Microsoft Project Professional 2010 and Windows Phone 7.5 technologies to put together a streamlined, standardized project management system, we will continue exploring methods of centralized information sharing.
The Future is Now
Melissa Gray: On Earth Day 2012, it’s good to take a step back and see how far we’ve come since the first Earth Day in 1970, which should give us the confidence we need to take on the big challenges ahead of us.
Virginia Backaitis: Some gadgets are just too cool not to have, and a “smart” watch just may be one of them. Chances are that a good many of us will be wearing one a few years from now, if not sooner.
For those who aren’t yet familiar with the latest generation of smart watches, they promise to do a whole lot more than tell time. Because they connect to our smartphones via Bluetooth, we’ll be able to read email and text messages by looking at our wrists rather than reaching for our handsets. The same holds true for checking updates on Facebook, tweets from Twitter, and notifications from other social media platforms once the apps have been built.
Check in again next week for our final day of Digital Asset Management April. It promises to be jam packed!
Title image courtesy of Christopher Poe (Shutterstock).