3M: Using Digital Asset Management to Touch Customers Around the Globe By: John DeMarco, Manager Enterprise Content Excellence, 3M

3M Global eTransformation

Digital Asset Management at 3Mg gTouching the Customer Globally

© 2014 3M. All Rights Reserved.Copyright 2015 All Rights Reserved

John A. De Marco


Science…is just science.Until you make itImprove the worldImprove the world.

2 © 2014 3M. All Rights Reserved.© 2015 All Rights Reserved


Driving Progress Around the World

DominicPuerto Rico

Poland

Czech Germany

Lithuania

Latvia

Estonia

Hungary

Romania

Ukraine

Russia

Austria

Switzerland

Finland

Sweden

Norway

Denmark

Mexico

UK

Canada

Jamaica

an Republic

Republic

y

Japan

China

Hong

Korea

Netherlands

o

El Salvador

Guatemala Taiwan

Vietnam Thailan

Kong

Philippines

Costa Rica

Panama Italy

Trinidad & Tobago

Thailand

Singapore

Malaysia

Australia

Key

Sales & Marketing

Manufacturing/Converti

Colombia

Venezuela

A iChil

Ecuador

Peru

Uruguay

Turkey

Greece

Morocc

Indonesia

India

Israel

Pakistan

Kenya

S iSouthPortugal

Spain New

Zealand

a


Manufacturing/Converti

ngTechnical Capabilities

Brazil

Argentina

Chile Franc

e

o

Kazakhstan

Egypt

UAE

Sri Lanka

South Africa

Belgium


Enabling Customer Success: Our Five Market-leading Business Groups

Through our five market-leading business groups, we turn our ideas into ingenious products and l ti th t k lif b tt f t d d d

Enabling Customer Success: Our Five Market leading Business Groups

solutions that make life better for our customers and end-users every day

Industrial Consumer Industrial From purification to aerospace –changing how industry works

Safety & Graphics

Co su eSimplifying life and work

Electronics & Energy Safety & GraphicsKeeping you safe, your world secure, and enhancing visual communication and i t ti it

Electronics & EnergyEnabling the global power and telecommunications networks and the world's electronic devices Health CarePromoting health and improving quality care

interactivity

4 © 2014 3M. All Rights Reserved.


3M Global eTransformation3M Global eTransformation

User Experience, Content Excellence, Social, p , , ,Commerce, Operational Excellence― It’s not data, its assets and investment, with returns on

investment. It’s one face and one voice, it’s brand equity. It doesn’t just save money, it makes money.

A h l b ll h d d f Assets touch our customers globally hundreds of thousands of times a day



What is a DAM?

In your own words describe what you or your company thinks a DAM isWhat are the dependencies that the DAM needs to interact

with?



Created our first DAM in 1998 Three generations of DAM celum is the content repository of record for 3M's photography celum is the content repository of record for 3M s photography.

documents & video for use on our websites and other digital outputsoutputs It provides the backbone to enable 3M's Digital Asset

Management processes and curation to be successfulManagement processes and curation to be successful



celum

1,500,000 Digital Assets • 11,100 Registered Users11,100 Registered Users• 3,500 Collection Owners

750 Power Users• 750 Power Users•Exponential Growth with Video, 360s,



Conceptual Model of “e” at 3Mp

Content Server

EWCDEndeca

Server

PISA

celumhybris


Regional Master Data/SAP PricingMSDS








How Complex is Your Organization?p g

How does DAM fit with your products and services? How does DAM compete, work with or fight with other “e”

initiatives at your company?



Complexity Needs to be Simplified…..p y p

55,000 Products across 5 Big Businesses55,000 oducts ac oss 5 g us esses35 Divisions/Operating Units93 Countries with 3M.com presence37 Languages37 Languages2 Million SKUsSales in 200 countries



How Do You Govern an 800 Pound Gorilla?How Do You Govern an 800 Pound Gorilla?

Make it his idea! Tie it to Corporate Strategy― Enlist power users globally across all business unitsEnlist power users globally across all business units― Provide best practices― Let the users provide the input for the governanceLet the users provide the input for the governance― Document and make it easy for people to find

Keep them on the track and make sure they are headed to Keep them on the track, and make sure they are headed to the destination, but don’t become adversarial when they are running behind schedule


running behind schedule― Mandatory metadata for ingestion & reuse/publishing


Interesting Requirements g q

Various levels of security/permissions Communication of Standards and Processes Automated linking/documentation of ownership of assetsAutomated linking/documentation of ownership of assets― Copyright, Model Releases, Property Releases, Proper use of Stock

Photographyg p y

Derivates needed for web standardization Video Syndication Video Syndication



Securityy

Public• To view the asset outside celum , no security is required.

Private (e.g. 3M Confidential, Team, or Internal)• To view the asset outside celum, the user must be a member of the

appropriate VSRM group.A hi I b R l S b F ld Archive, Inbox or Releases Sub-Folder

• The Asset cannot be viewed outside of celum, the user must have Modifier or Reader Level security access to the Workspace Folder od e o eade e e secu ty access to t e o space o dewhere the Asset is linked.



Home Page Configurationg g About celum Trainingg Corporate Standards Related Links







URL Generation For DerivativesURL Generation For Derivatives

Public and Secure URLs Automatically Generatedy Original and Derivatives― Original Thumbnail Preview― Original, Thumbnail, Preview― JPG Images (Commonly used sizes on 3M Websites)

30 plus derivatives of various pixel dimensions created by the system from one high resolution originalsystem from one high resolution original





Asset RelationshipsAsset Relationships

Portrait People Model Release is required Portrait People, Model Release is required Building Location, Property Release is required

St k Ph t h St k Ph t h A t i Stock Photography, Stock Photography Agreement is required

Gl b l E t i t t ith l St k Global Enterprise contracts with several Stock agencies – releases in the system for linking







Intranet Search



Knowledge Management Search InternalKnowledge Management Search - Internal



Knowledge Management Search - External



Collections - Syndicationy



Collections – Internal and External



Video in the DAM Syndicating to Brightcove

and YouTubeand YouTube• Video has been a wild west

for some timefor some time• Utilizing celum as our

repository of record for video, with similar metadata and ownership as photos and docsand docs

• Into the DAM first, then to the video channel!







Syndication to Many YouTube Channelsy y





How Do You Measure Success?

What are the metrics?Who needs to be communicated to about success?



Final Thoughtsg Constantly evolving needs and requirements

Business Process tied to technology Business Process tied to technology Change Management One source of the truth for all outputs There is always someone who needs to be coached and y

trained If you have done a good job it’s invisible and yet everywherey g j y y You need great vendors, IT colleagues, business sponsorship

and ownership to process


a d o e s p to p ocess


Q ti d A ?Questions and Answers?

John [email protected]


Internet

3M: Using Digital Asset Management to Touch Customers Around the Globe By: John DeMarco, Manager Enterprise Content Excellence, 3M