state of dam in aec: why you can no longer afford to ignore your photo management problem
TRANSCRIPT
State of DAM in AEC Why You Can No Longer Afford to Ignore Your Photo Management Problem
November 2015
State of DAM in AECBrief history of DAM
DAM research overview
The image problem executives don’t know they have
How a DAM can help
Who’s looking at DAM?
Getting started with DAM: 5 steps to help kick-start your DAM project
Daniel EmmersonCo-Founder & Joint CEO
Digital Asset ManagementA Brief History
PHOTO MANAGEMENT
IN THE PAST
PHOTO MANAGEMENT
TODAY
PHOTO MANAGEMENT
TREND
State of DAM in AECResearch Overview
What did we want to learn
Size of image libraries and growth rate
Adoption rate of DAM in AEC
Benefits gained after DAM implementation
We went straight to the sourceWe surveyed executives, marketers, business development
professionals, IT experts from 154 AEC companies
Research firmographics
55%28%
8%
9%
Firm Type
Architecture or AE Engineering or EAConstruction Other
29%
28%
18%
13%
6%6%
Firm Size (employees)
51 - 200 201 - 500 1,001 - 5,000501 - 1,000 <50 5,001+
48%
41%
11%
DAMFolder-Based Image StorageSharePoint or "Other"
How do you currently store images?
The image problem that Executives don’t know they haveExecutives are often out of touch with their firms’ digital asset landscape—and what it takes to manage it.
< 500 500 - 1,000 More than 1,0009%
64%
27%20%
28%
52%
How many images were added last year?
Leadership Marketing
You likely have more digital assets than you think
Less than 5k Images More than 50k Images
20%18%
3%
28%
How large is your image library?
Leadership Marketing
Photo libraries are growing exponentially
More devices =More photos
Brochure quality proposals
Social media content Websites
56%
say their firms will create more or a lot more images this year than last year
of AEC Marketers
It takes time to manage those assets
66% Say that marketing employees spend less than 4 hours/week managing photos
of Engineering Executives
Say that marketing employees spend two or more days/week managing photos
of Engineering Marketers11%
What you don’t know could hurt you
How a DAM can helpImprove marketing productivity and operational processes for AEC companies
Top benefits of DAM
47%46%
4%
3%
Improved operational process
Improved marketing productivity
Increased utilization of billable staff
Speed to RFP
Improved access to imagesHow many people have access to
images?
More than 25 people More than 250 people
80%
58%65%
26%
DAM Users Non-DAM Users
How many images can actually be found & used?
Non DAM usersDAM users
More than 75% of images
Less than 50% of images
Time to RFP development
Less than 8 hours 8 - 16 hours 17 - 40 hours 41 - 80 hours 81+ hours4%
10%
32%
42%
11%
3%
20%
50%
15%12%
DAM Users Non-DAM Users
Time to RFP development
Subject Matter Experts’ Contribution
80 Hours (2 weeks)
DAM Users
Non DAM Users
9 – 16 hours
0 – 8 hours
40 Hours (1 week)
8 Hours (1 day)
16 Hours (2 days)
Subject Matter Experts’ Contribution
Better brand image control across channels
Marketing focus on brand management
How often do you or someone on your team take active steps to manage the company’s brand
Monthly or Weekly
54%
35%
DAM Users Non-DAM Users
Who’s Looking at DAM?
Research Findings
48%
41%
11%
DAM Folder-Based Image StorageSharePoint or "Other"
48% of companies surveyed are already using DAM
How do you currently store images?
48%
41%
11%
DAM Folder-Based Image StorageSharePoint or "Other"
32%
16%
52%
Do you have plans to look into DAM?
Looking at DAM solutions nowHave plans to look into a DAM in the near futureNo current plans
Who’s looking into DAM?How do you currently store
images?
Larger firms are even more likely to be considering DAM
Of Larger engineering companies not using DAM are looking into DAM now or plan to look into DAM in the near future.
(200+employees)64%
48% Of AEC companies not using DAM are looking into DAM now, or plan to look into DAM in the near future.
Of Larger architecture companies not using DAM are looking into DAM now or plan to look into DAM in the near future.
(100+employees)55%
Ove
rall
Larg
e C
ompa
nies
Getting Started with DAM
5 Steps to Kick-Start Your DAM Project
Assess your business needsAlign leadership and marketing
Step #1
Interview internal teams
Interview questions… What kind of images do you and your
team own? How many of these images do you have? What file types are they? Where are these images stored? Who has access to them? What are your top concerns?
Project photography and videos
Event photos
Renderings
Logos
Reference & precedent images
Staff headshotsSite photos
Stock images
It takes time (and money)Im
age
Sea
rch • Searching through folders
• Asking a colleague where to find an image
• Asking a colleague to send you an image
• Looking for copyright info
Imag
e M
anag
emen
t an
d U
tiliz
atio
n • Adding images to folders • Creating duplicate image sizes for
different purposes• Downloading and resizing images for
InDesign or PowerPoint• Uploading images to Dropbox to send
to clients or to press• Emailing images to collaborate on
documents
Assess your IT requirementsConsider how to deploy your DAM,
Current trend is strong interest in SaaS / Cloud
Step #2
Cloud v. On-Premise
Global access and mobility
Less burden on IT resources
Usage-based storage costs
Totally worry-free data backup
Control upgrade schedule
LAN access
Single office, poor internet connection
Total control over data security
Reasons to consider Cloud… Reasons to consider On-Premise…
Gather requirements & research your DAM options
Talk to internal teams and peers
Step #3
Talk to vendors Deployment: Is this installed on-premise or is it available in the cloud? Access: Is the system accessible via mobile devices like iPads, etc.? Costs: What are your annual and one-time costs? Will future updates cost extra? References: Who are some of your clients like us and can you provide references? Support: What kind of support do you offer and what are the costs? Timing: Can you explain what a typical implementation timeline looks like? Development: Can you describe your product roadmap and development methodology?
Populate your DAMConsult with your vendor
Step #4
Pre-launch project planningAssign Roles Set Goals
Roll out to core users
Upload files Launch firm-wide
Conduct training
100% User adoptionUpload
Tag
Admin
Manage
OpenAsset ResourceSample DAM implementation timelines on help.openasset.com
Populate your DAM
OR
Data Migration ServiceMany DAM vendors offer services to map your existing file folder
structure to the new DAM.
In-HouseSelect a team member to be responsible for
uploading content
OpenAsset ResourceData migration details on help.openasset.com
Keyword strategy: Less is more
An overcomplicated keyword structure means more time spent tagging
OpenAsset ResourceProject v. File keywords in OpenAsset
Tips for creating an optimized DAM keyword structure
Sofa
Person
Coffee
TableMagazine
CarpetChair
Glass
Conference
RoomSink
%#!
Open your DAM firm-wideConduct training and consider assigning a DAM ‘owner’
Step #5
OpenAsset ResourceGeneral User Training Cheat Sheet
Launch to core users
Marketing
Business Development
Project Managers
Designers
HR and Executives
OpenAsset ResourceGeneral User Training Cheat Sheet
Launch firm-wide
Marketing
Business Development
Project Managers
Designers
HR and Executives
Don’t maintain 2 librariesEmpower users to adopt the DAM through hands-on training.
Keep your content current
NEWProject!
A process for uploading new content will keep the tumbleweeds out.
Publicize successOnce implemented, make sure everyone knows how DAM amazing you are.
37,799Images
783Users
1,285Projects
410KeywordsShare Usage Stats
They’re wicked impressive.
State of DAM in AEC Why You Can No Longer Afford to Ignore Your Photo Management Problem
OpenAsset is the leading DAM for AEC Companies Visit openasset.com for more information & to start a free trial