Transcript Web 2.0 and DAM

Points of Impact: DAM and Web 2.0
Deb LouisonLavoy
Product Four Consulting
[email protected]
www.productfour.com
Jan 14, 2008
Defining Web 2.0
• Better named the Participatory web
–
–
–
–
–
Social bookmarking (Digg, Delicious)
Social networking (linkedIn, Facebook)
Personal Publishing (Blogs, comments, twitter)
Content aggregation (YouTube, Flickr)
More more more
• Also known as The Read-Write web
• Community
• Democratization of content creation and publication
2
Debra Louison Lavoy
[email protected]
408-218-5778
Why does Web 2.0 matter to DAM?
•
•
•
•
Web 2.0 is all about changing the role and process of media.
Web 2.0 is a sea change for both professionals and amateurs
It isn’t not about just about finished, polished products anymore
Media is more
– fluid, spontaneous, distributed, personal
– Copied, shared
• Media is less
– Controlled and contained
– Polished (on average! There’s still all the pro stuff, but there’s more
tolerance and inclusion of the amateur)
3
Debra Louison Lavoy
[email protected]
408-218-5778
Points of Impact with DAM
•
Media Creation
–
–
–
–
•
Media Use
–
–
–
–
•
New media tools are increasing collaboration
Wiki’s, online meetings (zoho, webex, more)
Mash up
Welcoming participation from outside: collaborating with customers/consumers
Greater level of reuse
Much higher level of distribution
More interactive - meaning media evolves with use.
Encouraging sharing.
The Media itself
–
–
–
–
–
Proliferation of formats
Richer media
more metadata
Bigger files/more files
Greater distribution
4
Debra Louison Lavoy
[email protected]
408-218-5778
Creation
•
New tools and mediums leading to new processes
– Creative pros are connected and engaged online.
– are more aware of each other’s work.
– Wikis - collaboration is not just for engineers anymore.
•
More participation
– Inside the company
• Wider collaboration
• More people with more media needs/capabilities
– Outside the company
• Consumers will be more involved.
•
New mediums change the demands on the creative departments
•
•
•
•
•
where its appeared, how its changed, who made it, what the reactions were, etc
Social bookmarking
Flash, flex, ajax, adobe air - surely there’ll be more
Drive new requirements/form factors
How will DAM support/leverage/integrate with new media tools to
support collaboration/communication?
5
Debra Louison Lavoy
[email protected]
408-218-5778
Use
•
•
•
Many more channels and forms of distribution
– blogging
– Podcasting
– Audiocasting
– Widgets
– Twitter
Reuse
– More channels, more tweaks
– Mashups
– Sharing (reuse or distribution, or both?)
Process and Use control
–
•
– New decisions about how much to retain, and give up.
DRM and Tracking
–
–
•
Rethinking how to balance “openness”, and still maintain identity.
What will it look like?
Tracking built in?
Use can change the content - How do we capture that?
6
Debra Louison Lavoy
[email protected]
408-218-5778
Media Itself
• Content Evolves
– Comments, additions by the audience, pointers in, out.
• More complex files
– bigger, richer
– People will want to take bits and pieces and remix
• More Meta data
–
–
–
–
–
Usage, creators, reactions, evolutions, etc.
How is it captured?
Viewed?
Searched?
Where does metadata stop and metrics and tracking begin?
7
Debra Louison Lavoy
[email protected]
408-218-5778
Practical Implications
•
New mediums, file types, codecs
– Make sure adding support for new types is modular/scalable.
– Scaling - file size, number of files
•
Metadata
– Will track new info, possibly some metadata are also files.
– Review architecture of metadata to ensure flexibility
– Think about metrics and tracking issues.
•
Collaboration is more important, intense and inclusive
– Make sure api’s are ready for more/different types of integration
•
Competition and innovation at the low end.
– More people with more assets, means DAM is going to go consumer in a big
way.
– Like digital photo editing and management, content management and DAM
tools will likely proliferate or be baked into consumer products.
– Expect upward pressure from below.
– Artesia well positioned to retain the high end of the market
• But it may be worthwhile to keep up with what’s going on down there.
8
Debra Louison Lavoy
[email protected]
408-218-5778
Implications for DAM customers
•
The role of the marketing/Production department is changing
–
–
–
–
Crafting great media is no longer enough
Engaging with people about the content.
Making it interactive - people participate, change the media
Making it personal - a dialog
• The company needs to LISTEN, and RESPOND, not just send out beautiful media.
•
Dang - its noisy out there
– Creativity is ever more important to gain attention
– Tried and true is less successful.
• Risk taking will be rewarded
•
Its just begun
– There will be a lot more
•
•
•
•
More mediums
More users
More innovation
Speed
9
Debra Louison Lavoy
[email protected]
408-218-5778
consumer content in professional media?
• The read/write web is about users participating in content creation
• Questions
– How does a company leverage these deep assets in new ways?
– Yahoo Time capsule (http://video.yahoo.com/video/play?vid=62069)
• Made art from user contributions. Fabulous.
– How does a company manage these assets?
– Mashups, copyrights and more issues…
• Recent tussle between photographer and music video pranksters
• http://www.news.com/8301-13580_3-9835714-39.html?tag=nefd.pulse
• Creative commons
– http://creativecommons.org/
10
Debra Louison Lavoy
[email protected]
408-218-5778
Web 2.0 adds dimension to Data Lifecycle
creation
Professional
Production
Adobe, etc.
Collaboration
Wikis
Zoho
WebEx
BaseCamp
User Generated
Amateur tools
distribution
Media Publishing
Ads
Company blog
Flickr
YouTube
Twitter
Personal blogs
Media in Widgets
Corporate
Facebook
MySpace
Linked In
Niche
11
use/evolution
Comments
Rich media contributions
Sharing
Views
Use Awareness &
Collection
Debra Louison Lavoy
[email protected]
408-218-5778
Rubber + Road = The same, but more so
More rich formats
Possibly
new types
of
metadata
More channels
“Open” more important
Integration with
online
collaboration tools
Integration with
12
consumer content
What happens with changes in DRMs?
More stuff, more distributed
Collaboration on large
files?
Debra
Louison Lavoy
[email protected]
408-218-5778
In short
• Impact
–
–
–
–
Web 2.0 affects creation, collaboration and use.
Openness and integration increasingly important
More file types (yipee)
Metadata increasingly rich and important
• Where do you draw the line?
• Good news
– Lots more media and media use
– Greater need for DAM
• More news
– More formats, scaling issues of every kind
• Watch out for what’s coming from below.
13
Debra Louison Lavoy
[email protected]
408-218-5778