My team is celebrating the launch of Media Management 7.0 from Open Text. And so, I’m wondering this:
What would you do, if you could wave a magic wand, and suddenly you could create any kind of rich media experience and deliver it anywhere, to whomever you wanted with no talent, technology or process to hold you back?
How would you better entertain, persuade and inform your organization? Your Market? Your customers?
A number of companies are doing just that these days. And they aren’t limited to media companies. Burberry is transforming the luxury goods market by doing extraordinary things with media – including allowing anyone in the world (with a good, fat internet connection) to participate in its runway shows, and even design its next products.
But what is holding companies back? Organizations of every type are relying and leveraging media more and more for everything from instruction guides to marketing to training to supply chain management – but there are barriers.
First – not everyone can create beautiful, impactful media. Some organizations spend fortunes on outside agencies to produce it for them. But what are they paying for? The bulk of it is for the essence of that media, and the talent and vision of the agency. But a not insubstantial chunk is to maintain that media on the company’s behalf so that it can be reused and repurposed. That may not be the best use of cash.
Those organizations that create media internally have a specialized set of almost universally over-burdened creative teams who again, spend the bulk of their time practicing their craft and applying their talent and vision, but a very significant part of their time, reviewing, managing versions and comments (often contradictory) from an ever increasing set of stakeholders. I don’t believe that anyone involved in this process – the creatives or their stakeholders – wouldn’t appreciate an easier way to get it done.
Then there are the technical issues. Media comes in so many formats, the files are so big, it can be darn hard to manage them so that they can be found (by the appropriate people) and used (in the appropriate way). In some media focused organizations the burden of finding and storing leads to warehouses full of material and small (or sometimes large) armies of archivists who are the keepers, and often accidental gatekeepers, to this material.
The result? The great media you’ve invested in sits on shared drives (a recent AIIM survey shows that nearly 50% of organizations keep their media on a shared drive somewhere) out of site, and out of mind, meaning lots of lost opportunities, inconsistent use and unnecessary creation of additional media which then gets thrown back into that increasingly impenetrable pile of media.
Or begins to create yet another.
The we can talk about publishing and distribution. Your media can only have impact when its in front of other people – whether that’s a youtube video, your website, Hulu, iPad, kindle, or a poster, the more you get it out there, the more opportunity you have to inform, entertain and persuade.
But its hard. There are not nearly enough standards in this very rapidly evolving media world. And the process of packaging up, formatting, re-encoding, and transforming media is very time consuming. And every new destination has its own set of requirements. So companies tend to resist publishing to new places because its hard and expensive.
These are the barriers that Open Text Media Management 7.0 is designed to take down. Findability, workflow, access, reuse and automation combine together in a new, thoughtfully designed user interface to make it easier and less costly for your organization to effectively produce, manage, publish and re-purpose media.
While there are a extraordinary breadth of uses for and types of media, there are really 4 basic processes that are common to nearly every use case we need to do with it.
1. Creation – it has to come from somewhere, and in many cases this is very hard.
2. Publication – with all the new places that media can be published, companies can’t afford to spend hours, even days, prepping each piece for distribution to each channel. Whether its print, partners, web, ebook, TV or theatres, you want to automate this process.
3. Repurpose – the primary barrier to reusing media is finding it. you can’t use what you can’t find, and media is notoriously difficult to find. Media Management software makes media findable.
Media has a lifecycle and a purpose. Rights, royalties, and dozens of other dimensions, both technical, business, content focused and aesthetic. OTMM
While I normally write about social media and collaboration, media itself is a big part of what is transforming within and without organizations. The democratization of publishing, and the saturation of broadband has meant that media is simply playing a bigger and bigger role in how we communicate – as people and organizations. Media Management software takes (much of) the friction out of the process so that you can focus on the essence of the experience.
Want to see a little bit of demo? Let me know what you think, please.