Agenda

Registration & Breakfast

Welcome Address

Speaker:
David Lipsey, Principal, Media & Entertainment, Optimity Advisors

Keynote Presentation: Intersection of DAM with other technologies

The expansion of digital channels and the requirement to compete in a global economy presents new challenges to conventional consumer product supply chains. The emergence of ecommerce, mobile and various forms of social media require digital assets to be better governed and distributed in more complex ways than ever before. P&G has made a strategic declaration to digitize their organization from end to end and with that comes additional requirements for a strong and integrated digital asset management solution. Susanne O’Neill, Global Digital Content Leader for P&G, will provide a review of the P&G DAM strategy and how DAM is integrated into the heart of the digital supply chain.

Speaker:
Susanne O’Neill, Global Digital Content Leader, GBS, ITDO, P&G

Getting more out of DAM: the latest technologies and what is possible now

Standard DAM functionality - from uploading photos to a shared library to capturing a still image from a video - has become a commodity. Dozens of vendors offer it: so what’s so special about DAM technology anymore? What’s the functionality that will get you beyond the ‘now’ of DAM, and take your asset and media management to the next level?

This presentation will highlight the latest in DAM and MAM technology, from an objective 3rd-party product evaluator. We’ll look at DAM and mobile technology (both the management and distribution of assets on tablets and phones), the convergence of rich media production and management systems, and how DAM technology functions have evolved to assist in the full end-to-end process of customer engagement (but also, where they still fall short). What’s new and hot isn’t always what it’s cracked up to be; we’ll look at the promise and reality of the latest technology.

Speaker:
Theresa Regli, Principal & Managing Director, The Real Story Group

Common interests, enterprise growth and diverse perspectives – meeting the challenges of DAM evolving into/becoming an enterprise-wide application

DAM industry veterans from a variety of sectors discuss experiences in managing their enterprise DAM systems – what issues are they confronting today and what is on the horizon for 2012?    As their DAM systems have grown, what was hard and what were some surprises?  What kinds of video assets are being used?   What kinds of reporting and analytics tools are in place – and who’s reading the reports?   The session is very interactive with your participation.  The team all have multiple years in the trenches: from business case to system selection, to implementation, and to operation and enhancement. Come prepared for a lively discussion and bring your questions!

Moderator:
David Lipsey, Principal, Media & Entertainment, Optimity Advisors
Speakers:
Mark Ciske, Manager, Graphic Design, Hollister Incorporated
Susan Ohmer, Director, Office of Digital Asset Management, University of Notre Dame
Susan Rajkovich, Global Marketing Communications Manager, Hollister Incorporated
Faith Robinson, Director ECM & DAM, Hasbro Inc.

File:

Refreshments

Ongoing Developments in Taxonomy, Metadata and Search

When your system (or systems) become so complex that you need an additional system just to keep them working together, how you think about your content changes generationally. The individual assets -- your photos, articles, and tweets -- are no longer as critical to the business as the content flows themselves. Your business graduates to a higher level, and your focus shifts to how the content is moved from one place or person to another: the content feeds, the widgets on your web pages, the search process, subscriptions. As long as you can establish and maintain a quality baseline for the actual content, your metadata schemes become the assets and the brand.

The complexity of business needs within organizations continue to evolve in their approaches to leveraging metadata, thanks to the integration of traditional DAM systems with content tools, transaction systems, and business intelligence and enterprise applications. Metadata are the glue that ties these processes together, but you need a very special glue when all of your processes are changing at the same time, and not always in lockstep. This is the space of "content choreography": planning, composing, organizing, and publishing creative assets for dynamic presentation, search, and access using taxonomy and metadata. We'll look at how content choreography serves as an infrastructure for managing digital assets, and how looking beyond individual assets can allow for more efficiency and more frequent innovation.

Case Studies include:

Controlled Metadata for Findability & Monetization

Jenny Benevento, Taxonomist at Sears Holdings Corporation in Chicago will present two short case studies to talk about how using controlled metadata offered businesses increased revenue and efficiency.

The first study will discuss the use of controlled metadata and automatic classification at non-profit the Associated Press.  The classification included thousands of items a day in many formats: video, audio, photo, and text.

The second case study will discuss the use of taxonomies as part of a user experience at a corporate retail website.  Whether your user is internal or external, you’ll learn how collecting and structuring quality metadata is vital to the usability and marketing of your collection.  Discussion will be directed by preference of the audience to whether corporate, non-profit, or cultural heritage collections are discussed.

Bootstrapping Book Metadata for a 100-Year-Old Book Publishing Company

This will be a brief case study on a small publishing house moving from having no centralized database for product metadata to having a full ONIX feed. In 2009, Matthew Diener, Manager, Digital Formats, Loyola Press began the work of converting Loyola Press titles to eBooks. As part of this process, he had to gather trade book product metadata that was distributed in multiple databases and spreadsheets in different departments and place it in an environment from which it could be filtered and distributed as spreadsheets to trading partners. He then spent the first six months of this year gathering and loading metadata for all their trade and curriculum products into Firebrand’s Eloquence system so they could provide an ONIX feed and deliver the highest quality metadata to their partners. The case study will look at basic questions all companies need to ask when creating metadata repositories:

• What metadata do we need to feed our internal sites and to meet the requirements of our trading partners?
• Where does all this metadata currently reside?
• Do I have the tools to create a metadata system in-house?
• Where will the metadata be housed, who will have responsibility for entering it accurately, and who will have access?
• What is the QA process for my metadata?
• Is the metadata ever finished?

Moderator:
Seth Maislin, Taxonomy Consultant , Earley & Associates
Presenters:
Jenny Benevento, Taxonomist/User Experience Architect, Sears Holdings Corp
Matthew Diener, Manager, Digital Formats, Loyola Press

How the iPad /Tablet has changed our DAM consumption

Just a few short (months) ago, the ‘tablet’ would have been thought of as something mainly from the office supply store. Perhaps a few of the digital elite would have harkened to the idea as we now think of it – but only a few. Now seeming almost ubiquitous, the iPad/tablet has placed essential and explosive demands on the ‘digital’ supply store. In this session we will take a look at where the tablet has ‘gone to work’ - reducing expenses, increasing efficiencies, and consuming digital assets in multiple formats.

Moderator:
David Lipsey, Principal, Media & Entertainment, Optimity Advisors

Lunch

Sponsored by:

Procuring a Global DAM

Lisa Hayward, Global Online Communications Manager at Shell International will share her experience of procuring a global DAM to manage Shell’s 55,000+ brand, marketing and communications assets. Lisa will share the learnings about the whole selection and procurement process; from understanding the internal challenge, the process Shell followed, what worked well and what could be done differently next time.

Speaker:
Lisa Hayward, Global Online Communications Manager, Shell International Petroleum Company

The Accidental Asset Manager

The challenge

Marriott International operates more than 3,500 hotel properties worldwide under its portfolio of distinct brands. Each individual property became largely responsible for its own marketing efforts, meaning there was little consistency from location to location, or brand to brand, and many properties did not have the funds to support their own
marketing efforts. As customers and their needs changed, Marriott had to create more distinction within its portfolio of brands. Additionally, Marriott had no easy way to share marketing materials and collateral between its corporate headquarters and its various properties around the globe.

The solution

In response, Marriott created a user-friendly online portal to manage the creation, distribution, and review of marketing collateral and to support the company’s new brand focus. The system was launched to their properties worldwide in 2007. The application was developed as a powerful online tool that makes it quick, easy, and cost-effective for
properties to create customized marketing materials. Properties, marketing agencies, public relations firms and marketing and sales managers use the portal to share and/or download stock photography, view brand standards and guidelines, review brand marketing plans and supporting creative, download marketing templates, and create customized marketing collateral using interactive document wizards.

In the past two years alone, Marriott has experienced a 186 percent increase in total user logins while more than doubling the amount of assets available in, and documents created through, the portal.

Beyond its more obvious applications, the system has enabled Marriott to improve information sharing and collaboration among its global locations and corporate teams. The platform helps executives make better decisions informed by their comprehensive access to improved branding, customer service, and marketing data.

Speaker:
Steven Brier, Sr. Manager, Global Marketing Solutions & Support, , Marriott International

Innovation in Managing Brand and Digital Assets: United Airlines’ new Brand Center

Following its merger with Continental Airlines in 2010, the new United Airlines is the world’s leading carrier operating a total of approximately 5,800 flights a day to 378 destinations throughout the Americas, Europe and Asia from its ten domestic and international hubs. In order to protect and steward the new brand, United is deeply committed to innovation in managing brand and digital assets. As Senior Manager of Brand for United Airlines, Maggie Lang is responsible for United's brand assets and customer communication worldwide, and is currently focused on rebranding the airline across all customer touch points.  In this panel discussion, she will share with us what role United’s new Brand Center plays in these complex efforts and how it will enable sound brand management across channels.

Speaker:
Maggie Lang, Sr. Manager, Brand Identity & Customer Communication, United Airlines

File:

Refreshments

Managing the Unmanageable from DAM to Social Media

A look at the issues faced by digital asset managers in a social media world.

Eric Siano, Practice Director, MarketSphere Consulting LLC

The larger landscape: What are the building blocks that make for a successful integration of DAM into your organization?

In this session, we turn to the executives who directly touch many millions of assets currently under their management plus those who lead the companies that provide the digital asset management software and software integration services you use and will be using.  Taking all their experiences together, it’s fair to say “they’ve seen it all!”

We’ve asked them to distill their best “lessons learned” about integrating DAM into a business or organizational landscape.  DAM is growing, and we’ll get their insights into how DAM is fitting into the application and business processes across various enterprises.  We’ve asked them to tell us what the future holds- as they see it - where is DAM going? What organizational changes are they seeing and anticipating? What partnerships are important to them? Is DAM becoming a “launch platform” for diverse workflows, or part of the ERP stack - or both? Join us - and bring your questions - as we look beyond the horizon for DAM.

Moderator:
David Lipsey, Principal, Media & Entertainment, Optimity Advisors
Presenters:
Lisa Hayward, Global Online Communications Manager, Shell International Petroleum Company
Dan McGraw, President and Founder, Seven Dials Media
Matt Turner, Principal Media Technologist, MarkLogic Corporation
Ian Tomkins, Head of IT Projects, Square Enix Europe

Chairman's Summary and Close of Proceedings