1. Points of Impact: DAM and Web 2.0 Deb LouisonLavoy Product Four Consulting Deb@productfour.com www.productfour.com Jan 14, 2008

2. Debra Louison Lavoy Deb@productfour.com 408-218-5778 2 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

3. Debra Louison Lavoy Deb@productfour.com 408-218-5778 3 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)

4. Debra Louison Lavoy Deb@productfour.com 408-218-5778 4 Points of Impact with DAM Media Creation –New media tools are increasing collaboration –Wiki’s, online meetings (zoho, webex, more) –Mash up –Welcoming participation from outside: collaborating with customers/consumers Media Use –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

5. Debra Louison Lavoy Deb@productfour.com 408-218-5778 5 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?

6. Debra Louison Lavoy Deb@productfour.com 408-218-5778 6 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 –Rethinking how to balance “openness”, and still maintain identity. –New decisions about how much to retain, and give up. DRM and Tracking –What will it look like? –Tracking built in? Use can change the content - How do we capture that?

7. Debra Louison Lavoy Deb@productfour.com 408-218-5778 7 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?

8. Debra Louison Lavoy Deb@productfour.com 408-218-5778 8 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.

9. Debra Louison Lavoy Deb@productfour.com 408-218-5778 9 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

10. Debra Louison Lavoy Deb@productfour.com 408-218-5778 10 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)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/

11. Debra Louison Lavoy Deb@productfour.com 408-218-5778 11 Web 2.0 adds dimension to Data Lifecycle Media Publishing Ads Company blog Flickr YouTube Twitter Personal blogs Media in Widgets Corporate Facebook MySpace Linked In Niche Comments Rich media contributions Sharing Views Use Awareness & Collection Professional Production Adobe, etc. Collaboration Wikis Zoho WebEx BaseCamp User Generated Amateur tools distribution use/evolution creation

12. Debra Louison Lavoy Deb@productfour.com 408-218-5778 12 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 consumer content What happens with changes in DRMs? More stuff, more distributed Collaboration on large files?

13. Debra Louison Lavoy Deb@productfour.com 408-218-5778 13 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.