Digital Asset Management: Searching is Easy. Finding is Hard.
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Every DAM has search capability. And yet, in our survey of 1,000 creatives, marketers and sales reps, 74% said they recreate content – even when they know it exists. Why is it after so many years of DAM, we still can’t find what we’re looking for? Here's some key answers to that question, and some tips you can use to make finding as easy as searching. You’ll learn: - How to ensure your DAM aligns to your business data model and makes sense to your people. - The advantage of moving beyond metadata and the value of relating assets to other key information systems, like product information, talent rights, and other business objects - Intelligently managing compound assets as a set, being able to look inside to see their components, and tracking where an asset has been used or published.
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Digital Asset Management: Searching is Easy. Finding is Hard.
- 1. Searching is Easy. Finding is Hard. Dave Jones, VP Product Evangelist & Lisa McIntyre, Product Manager
- 2. The Survey Says Finding Not Searching Q&A Agenda 1 2 3
- 3. In 2018 Nuxeo asked 1000 business people about how they work with content
- 4. US/GB 4
- 6. Individual contributor / Manager / Director+ 6
- 8. Overall, people prefer search How do you search for content to reuse? 8 Search bar Ask someone Search email or Slack Search multiple systems Browse 37% 42% 46%48%48%
- 9. But age makes a big difference Finding content, by age bracket 9 0% 15% 30% 45% 60% Search bar Search email or Slack Browse 25-34 35-44 45+ Under 35: grew up with search and prefer it. 45 & up: prefer informal and more personal mechanisms, like email, slack, and speaking to colleagues
- 10. Job level makes a difference, too Finding content, by job level 10 0% 15% 30% 45% 60% Individual Contributors Managers Directors+ Search bar Ask someone Search email or Slack Search multiple systems Browse • Individual contributors search most, but also ask and browse • Managers are caught in the middle, with content in their inbox and Slack channels • Directors+ search even more, but will quickly puntthe problemto others
- 11. Takeaways There isn’t a universally preferred way to find content. Content is widely distributed beyond formal content management systems… 11
- 12. A large majority say they recreate content that they know exists, just because they can’t find it 12 Yes, this has happened to me before No, I always find what I need No, I don't create content in my job Lack visibility to know if what I'm looking for exists 3% 12% 12% 74% Also, 72% say they ask others to recreate content
- 13. Most people use rogue tools to get their jobs done 13 When knowledge workers can’t easily work with official tools, they turn to unsanctioned and risky ones instead Yes Systems too hard Can't find what I need Too many systems Other 4% 15% 30% 34% 0% 56% Why? Doyouusesystemsortoolsoutsideofthoseyour companyprovidestostoreandsharecompanycontent (documents,images,videos,etc.)?
- 14. Gen-X and Boomers use rogue tools more than millennials, because they struggle with systems provided 14 Yes Systems too hard Can't find what I need Too many systems Other 4% 13% 38% 44% 61% 3% 18% 20% 22% 49% Millennial Gen X + Baby boomers Doyouusesystemsortoolsoutsideofthoseyourcompanyprovidesto storeandsharecompanycontent(documents,images,videos,etc.)? Why?
- 16. Creative teams that can’t find content face operational costs 16 ▪ Time spent searching is expensive: $60/hr in NY & CA ▪ Time spent recreating content ▪ Agencies and partners have it, can hold it hostage, and charge you again and again for the same thing ▪ Great ideas don’t get maximum visibility Time = Money Opportunity cost Content is trapped The best ideas don’t get reused Risk ▪ Take chances using content without clear rights, and risk a lawsuit
- 17. 17 Costs for big companies… …and at all org levels More time spent tracking down tribal knowledge Harder to “get away with it” – costs of lawsuits higher The high price of low cost classification Executives who can’t find cause pain for the whole organization
- 18. What to do about it? 18 Tools need to work the way we work – our brains aren’t hierarchical Relationships are important Our tools should make it easy to do the things we need to do Stay agile and design around users Listen to users / empathy Think beyond one department. A lot of processes are x- departmental
- 20. Contextual browse Simple, Secure Distribution How do WE make content easier to find and share? 20 Powerful search
- 21. Full text and keyword search including • Context • Attachments • Comments • Properties • Related assets Powerful Search
- 22. Quick Search
- 23. • Content structured the way your business works • Virtual hierarchies that adapt to your needs • Business-object based navigation Contextual Browse
- 24. Hidden Browse
- 25. Simple, Secure Distribution • Sharing needs to be secure – yet easy • Cross-departmental workflows • Personal tasks • Content where I work
- 26. Simple, Secure Distribution • Sharing needs to be secure – yet easy • Cross-departmental workflows • Personal tasks • Content where I work
- 27. Summary There need to be multiple ways for users to find and share content But all of them need to be powerful and easy to use The tools exist today to deliver this 1 2 3
- 28. Thank you!