Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Brooke Holt. Brooke, how are you?
Brooke Holt: [0:08] Good.
Henrik: [0:09] Brooke, how are you involved in Digital Asset Management?
DAM is a large part of my daily work. I’m a one woman DAM team.
Brooke: [0:11] DAM is a large part of my daily work. I’m a one woman DAM team. Our system, which we call SEAL, houses photos, videos, logos, marketing collateral, and all the typical files you would expect to see.
[0:24] I’m the only team member with DAM responsibility and we have employees all over the country, so I spend a lot of time training them, serving them, maintaining the health of the system.
[0:35] I created the taxonomy metadata fields, standards, workflow, user communication, and overall aesthetics of the system. I also have a number of non‑DAM responsibilities, but they are not as fun.
Henrik: [0:46] Can I ask what SEAL stands for?
Brooke: [0:47] It stands for SeaWorld Entertainment Asset Library.
Henrik: [0:50] Brooke, how does a chain of marine mammal parks, oceanariums, and animal theme parks use Digital Asset Management?
Brooke: [0:58] We use our system in three major ways. One is an archive. Our company is fifty years old. We have a lot of physical and digital assets. So there’s an archive area of our DAM, where we can store files that have historical value but don’t need to be accessed regularly.
[1:13] As a sharing portal. We have teams and partners all over the world. It’s vital to have a central depository in which new logos or key visuals can be stored by anyone with the appropriate permission level.
[1:25] Some of our events are held simultaneously at three different parks, so putting them in SEAL allows us to have one place. It cuts down on sending large emails or worrying about who may or may not have the most recent version of a file.
[1:38] We have two children’s education television shows that air on TV. Each week there’s a new batch of promotional assets for those and I can easily put them in SEAL and get them out to all the various people that need them. They can continue accessing them.
[1:52] The third way is as a development tool. This is kind of new for us. We use it for storage and sharing hub for projects that are under development. So in this scenario a very limited number of users have access to the files as they develop maybe a new show or attraction.
[2:09] It’s unlike the rest of the system which is really final files. It allows us to be able to share things with partners and vendors in a more secure area than just using Dropbox or any file sharing system.
Henrik: [2:21] What are the biggest challenges and successes you’ve seen with Digital Asset Management?
Brooke: [2:27] For me, the biggest challenges are overcoming bad user and past user experiences. I overhauled a DAM system that previously didn’t have standards, an accurate taxonomy, or modern features. Any user that had previously encountered difficulty with the system was hesitant to give it a second try.
[2:45] Another challenge I have is what to keep and what to delete. Everything does not belong in there. It’s tough to balance what should be ingested. Do we want all B‑roll, do we want all of our RAW files, do we not, and how long do we keep these active before we move them into archive? Those types of things.
[3:01] Lingo is a challenge for me. We have teams that fall within the zoological field, entertainment, sales, legal, and a number of other ones. They all use different terminology for things. A good example is that someone in the veterinary field might come looking for a manatee calf, but everyone else that uses the system is going to call it a baby manatee.
[3:26] Making sure that I’m accommodating all those options. We have a lot of internal abbreviations for our Halloween event, Howl‑O‑Scream. Are people going to search for Howl‑O‑Scream or they going to search for HOS and not find anything?
[3:39] Then some of the big successes that I’ve seen are empowering people to do their job. When a user is able to get what they need without asking anybody else for help, that’s a huge success for both of us.
[3:51] Also security, so without DAM, you know we have very little security. People can have assets wherever they want and we have no way to monitor what’s happening. We have a EULA in place for non‑users who receive files from the system to just agree to our terms and conditions.
[4:08] We can track anyone who has shared a file, downloaded a file. I can immediately replace things that are outdated. I can get very granular with the controls over somebody who can see something, versus someone else may be able to download that or of those types of things, so improving security.
[4:23] Also culture change over my last year and a half there, I’ve created a DAM culture that has gone from basically, “Like ugh, I hate this thing”, “I can never find anything”, “This is the worse”, to more like, “This is so much easier to use, oh my gosh, it made a PNG for me”.
[4:40] “So and so should be using this” or “The rest of my team should be using it.” This is still a work in progress. I certainly don’t hear these things every day. Culture change is a big success for me.
Henrik: [4:54] I don’t think any DAM Manager hears wild reviews every single day.
Brooke: [4:58] Yeah.
Henrik: [4:58] No worries.
Brooke: [4:59] I’ll take one every six months.
Henrik: [5:00] That’s fair. What advice would you like to share with DAM professionals and people who inspire to become DAM professionals?
Brooke: [5:07] I would say DAM is awesome. I’ve been working in this field for about ten years and a variety of industries. I do not have a library degree or an IT degree. I have a degree in Spanish and a Masters in Linguistics.
[5:19] The beauty of that is that you can have any type of education background, basically. The field is a good combination of many things. My passion is photography, helping people, teaching, art, grammar, I love arguing about commas, organizing language, and then technology.
[5:37] Still working with people and also working with technology. I fell into this field I think a lot of people at this point have just kind of fallen into it, but it’s growing a lot. One of the things that I would like to see professionally would be more standardization, DAM job titles, and departments.
[5:57] It’s really hard to find positions because they might be called content manager, creative services, a librarian, a systems engineer. It can fall under a variety of departments, so maybe it’s IT, a business department, or marketing. The reality is that any major company is getting more and more digital assets, so there’s great job security in this field.
[6:20] I would recommend anybody looking for a DAM job, to just apply. There are not a lot of people that have tons of DAM experience. There are so many facets that if you have experience helping people, organizing files, using a CMS system, or manipulating digital files, that might be good enough.
[6:39] A lot of people just fall into this DAM jobs. I say it’s important to enjoy working with a variety of people, being able to listen to people, having attention to detail, and be passionate about technology and creativity.
Henrik: [6:55] Thanks Brooke.
Brooke: [6:56] You’re welcome.
[7:09] For this and 150 other podcast episodes, including transcripts of every interview, go to anotherDAMpodcast.com
[7:17] Thanks again.