The last thing creative staff want to do is add metadata to their assets and upload them into an asset management system. They want to create, not spend any amount of time performing administrative tasks. And I don't think it's a good use of their time either.
But these tasks are essential. It doesn’t matter how great the content is if you can’t find it, and if you can’t find it, you can’t use it.
I have first hand experience editing assets with almost unusable metadata, poorly constructed captions with little or no usable supporting information. Poor quality metadata unnecessarily burdens content editors with additional work. And then outtakes get minimal attention and may get lost in the DAM abyss.
IT Governance must be used to define allowable digital asset usage. You may want to incorporate IT governance policies, procedures and automation for leveraging standardized taxonomy based on well-established metadata standards, such as the International Press Telecommunications Council (IPTC) or Picture Licensing Universal System (PLUS) Coalition.
Digital Asset Management vendors have created amazing technologies to solve a wide range of workflow challenges faced by organizations. Many of these vendors have developed niche solutions that address specific needs. Yet most organizations only use a small percentage of their DAM’s full capabilities.
Is your organization fully utilizing the capabilities of your DAM solution? How efficient is your DAM workflow? Are there opportunities for improving your existing DAM? How do you find opportunities to improve efficiency?
There are many ways to evaluate the efficiency of your DAM workflow and look for opportunities to streamline the process and build consistency.
Finding Opportunities to Improve Efficiency
Too often people only look at the capabilities of the DAM system and forget that the creation of assets is the first step of the DAM lifecycle.
In the simplest form, a DAM lifecycle consists of five major processes: Create, Ingest, Manage, Distribute and Archive. We're only going to discuss the first two processes in this post: create and ingest. Each has complex workflows that offer opportunities to improve efficiency.
Start by gathering requirements from stakeholders, content creators, curators, editors and end users to fully understand how people create and use digital assets. You also will require a deep understanding of the organization's agreed upon business needs and goals.
There are some commonly used methodologies for gathering this information. Conduct stakeholder interviews to capture user stories (agile methodology approach). For example:
|Story ID||Story Title||As a||I would like to||So that (benefit)|
|1||Model Releases||Photo Editor||Have a place to record and store model releases||I will know if a person in the photo has a model release|
User stories offer a quick and easy way to understand how people create and use digital assets and will define the business needs based on roles and responsibilities.
The stakeholder interviews can also be used to develop detailed use cases by walking through each step of the current process and identifying the desired state. Developing use cases require interviewing every stakeholder in the entire DAM lifecycle to build a full understanding of how assets flow into and through the DAM from creation to archives.
User stories and use cases are good approaches for identifying where the pain points are and the desired state.
Armed with this information, look for ways to eliminate manual processes / tasks and opportunities for automation.
The DAM lifecycle starts with the people who create the assets. These people usually work outside of the DAM system -- at least initially -- to create the illustrations, photos and videos. There is a need to efficiently and consistently add metadata to these newly created assets.