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Another DAM Podcast interview with Laura Patterson about Digital Asset Management

Here are the questions asked:

How are you involved with Digital Asset Management?

How does a leading health solutions company use Digital Asset Management?

What are the biggest challenges and successes you’ve seen with Digital Asset Management?

What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript

Henrik de Gyor 0:00

This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Laura Patterson.

Laura, how are you?

Laura Patterson 0:08

I’m doing great. Thanks. How are you?

Henrik de Gyor 0:10

Great. Laura, how are you involved with Digital Asset Management?

Laura Patterson 0:14

I have a lot of different roles in asset management for my organization. I am part strategist, part project manager, developer, coder, I do a whole gamut of different things within the DAM world. And it’s been about 10 years of me being in this field. And within the organization I’m in now, I have actually built three different DAMs, and each one has been progressively more complex than the next. And we’ve done so because of obviously, the technology changing in the world and the changing business needs of our organization. So we’re just finishing up building our third DAM for the company.

Henrik de Gyor 0:59

Laura, how does a leading health solutions company use Digital Asset Management?

Laura Patterson 1:05

We use it in a very wide variety of ways. We are all encompassing our entire enterprise is utilizing this DAM to search and download assets. And this is across many different business areas. We have our retail marketing and creative teams, obviously, they’re one of our primary users. But we also have folks in corporate communications and HR, learning and development, our prescription benefits management groups. So we have a very broad audience. But we also service a number of external partners, including design agencies, photographers, and illustrators, some of whom might be coming to the DAM to consume our assets, utilize them in partnership work that we’re doing with them, or they might be contributing assets to us, such as photo shoots or video shoots, etc. And our other primary external users are our product vendors, they are actually our heaviest uploaders of the system. We have a partnership with these product vendors, where we advertise their products, and they help us with our marketing campaigns. So they will provide us with their imagery that then gets stored in the DAM, access by marketing and creative and subsequently used in our marketing materials. We are expanding very quickly, we are getting more and more people that are involved in participating in the DAM. And I think with the technology and digital transformation, we’re really bringing a lot of consistency to our technology stack across the organization.

Henrik de Gyor 2:47

Laura, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Laura Patterson 2:52

I’ll start with one of my biggest challenges that I’ve experienced, and then how it became successful. So one of the biggest challenges that we have had is user adoption and change management. That can be a really big deal for folks that have never used an asset management platform before and trying to understand why we need it, why we have to participate in it, what benefits does it bring. So, you know, definitely with different types of business areas that can be far more challenging to convince than others. And I would say that the success of dealing with that challenge is as you’re building out your DAM, whether it’s from the very getgo, starting your strategy, metadata development, the actual platform development, any business areas that are going to be touching this platform at any level, you should engage with them right at the start of the project and get their input and their feedback, understand their problems and their needs, and work with them to come up with solutions. I found that it’s more successful when you involve all of these different groups that you want to adopt the DAM, and how let them have their say, and how it gets applied to their world and give them those sorts of real life experiences and how it will directly relate to them. And you will find that the adoption and the change management becomes much smoother when you have that communication and that open door for them to give them what they need.

Henrik de Gyor 4:27

Laura, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Laura Patterson 4:34

I would say my advice is and this would go for both new and existing again, really thinking through your strategy really working with the different business areas. Not thinking about DAM in a vacuum of how you as the asset manager is going to work with the assets, work with the application, but to think broader in terms of how it’s going to to impact your direct users, both incoming and outgoing, and if you really put your focus on the users, you’re going to have a much better DAM solution, a better experience for your users. And you’re really going to get people engaged and wanting to participate. I found that has been probably the biggest success for me in my career in really getting the asset management out into the organization and really making it successful and worthwhile for all of our users.

Henrik de Gyor 5:35

Well, thanks, Laura.

Laura Patterson 5:36

Thank you very much.

Henrik de Gyor 5:37

For more on this, visit anotherdampodcast.com. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.


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Another DAM Podcast interview with Jennifer Anna on Digital Asset Management

Listen to Jennifer Anna speak about Digital Asset Management

Here are the questions asked:

How are you involved with Digital Asset Management?

How does an independent conservation organization use Digital Asset Management?

What are the biggest challenges and successes you’ve seen with Digital Asset Management?

What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript

Henrik de Gyor 0:00
This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Jennifer Anna. Jennifer, how are you?

Jennifer Anna 0:08
I’m great. Thank you for having me.

Henrik de Gyor 0:11
Jennifer, how are you involved with Digital Asset Management?

Jennifer Anna 0:14
Right now, I’m serving as the Digital Asset Manager for World Wildlife Fund. And my responsibilities actually encompass several different roles ranging from, say, contract manager, librarian, photo editor to product owner, so kind of a jack of all trades, if you will. And throughout my, I guess, 10 plus year career, I would say that the majority of my roles have been as product owner in some capacity.

Henrik de Gyor 0:52
Jennifer, how does an independent conservation organization use Digital Asset Management?

Jennifer Anna 0:57
So our Digital Asset Management platform is accessible by our entire network. We are a network of approximately 100 offices spanning from Columbia to Myanmar to US to UK. And at this point in time, our library is of photography and video that tells the story of the work that WWF or World Wildlife Fund does. So the way that we work, the DAM team are very small, but I’ll say DAM team works might be a little bit different than how maybe other DAM teams work, in that, we tend to be kind of involved with the full pre-production to kind of post-production processes as well as like the DAM processes of ingestion, cataloging, and distribution.

Jennifer Anna 2:08
What our library contains is the commissions, the trips that we send photographers, or filmmakers out into the field, again, to sort of tell the story of World Wildlife Fund’s work. So we actually have commissioned shoots in the library. We also have staff photography, because a lot of our colleagues are working in program science. And so they’re actually out in the field. And part of their research work is to actually document it. So we also have staff photography, in the system as well. Another thing that we have, to a lesser extent, are what we called camera traps. And this is the way that our science folk capture the actions of animals to sort of understand better how we can help conserve their landscapes, and also kind of like, yeah, conserve their landscapes conserve wildlife. So those are sort of and then we also, of course, have licensed images from stock agencies like nature picture library, we used to license from National Geographic or National Geographic Creative, even though they’re I think they’re no longer licensing. So it’s kind of those like, I think four or five buckets of imagery that we’re kind of pulling in from a global network.

Jennifer Anna 3:39
There’s different sort of like talents and expertise across the network, the DAM team, and also certain production teams across the network, kind of assist with different processes. And that can be helping with the contract process to make sure that we’re getting the right deliverables from our photographers and filmmakers to kind of helping with the editing process when those assets have been delivered, creating B roll packages, and then of course, and then the processes of actually getting them into the hive or which we call our DAM the hive and getting them distributed. So again, it’s a little bit different in that our DAM work actually extends sort of beyond the management of the DAM into said, like contract processes working with photographers and filmmakers, doing edits, and again, like getting them to the system and then getting them distributed. And the way that our DAM is actually used, for the most part, our DAM is accessible by again, our entire network. If you have a WWF employee, you have access to our DAM so we have approximately 4000 users And so, again, our DAM may be a bit different in that it’s not just utilized by marketing and communications teams across a network. Program staff use it. Science staff use it. Our accounting teams probably use it for if they’re working on something. So it’s very far reaching like our DAM definitely serves our users sort of beyond the marketing and tech teams at WWF.

Henrik de Gyor 5:34
Jennifer, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Jennifer Anna 5:39
So let’s start with successes. I think what I’ve seen in my time in DAM is that we’ve been rethinking DAM as part of a larger marketing technology ecosystem, which I think that’s been a very positive step for the industry. I think we are thinking about DAM more holistically. And understanding they are programs requiring long term management versus standalone platforms or products, which was more the philosophy when I got started, as I said over 10 years ago, I think we understand more now. I think the industry understands more now that it’s a kind of a people first, technology second initiative, and that it can take a village to make these Digital Asset Management platforms run. And I think that’s all very positive.

Jennifer Anna 6:45
That said, DAM program still continue to be undervalued and misunderstood by companies, and therefore, I think they’re still being under resourced. I see large companies, fully resourcing their CMS, their CRM, their social media departments, and other marketing comms tech platforms with teams and budgets. But then they only employ one person to manage all the aspects of the DAM platform. And just to reiterate, these DAM programs take a village to succeed. So I would really like to see the industry help companies set these programs, and the people required to manage them up to succeed.

Henrik de Gyor 7:36
Jennifer, what advice we’d like to share with DAM professionals and people aspiring to become DAM professionals?

Jennifer Anna 7:42
I would say a few things, I would say learn about the larger marketing communications technology ecosystem, and approach DAM holistically as part of a larger system of processes and people. I would also say you need to be prepared to speak to different stakeholders in their own language about DAM. Change management is a big part of making a DAM program succeed.

Jennifer Anna 8:20
That said, I would also say it’s important to set boundaries and expectations. Many DAM jobs, depending on what they are, are actually several jobs in one and you will need to be able to educate your stakeholders about what is possible. Many times when you are coming into a new workplace, you will be the expert. No one else in the organization or company will understand DAM the way that you do. And then I would say the final thing is with that said, know that you don’t need to know everything. Technology changes so fast that we are just really running along with it.

Henrik de Gyor 9:08
Well, thanks, Jennifer.

Jennifer Anna 9:09
Thank you so much. This is really a pleasure.

Henrik de Gyor 9:12
For more on this, visit anotherdampodcast.com. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.


Questions?

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts,  RadioPublic, RSS, Spotify, TuneIn, and more

Need Digital Asset Management advice and assistance?

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Another DAM Podcast interview with Susan Wamsley on Digital Asset Management

Listen to Susan Wamsley speak about Digital Asset Management

Here are the questions asked:

How are you involved with Digital Asset Management?

How does a Museum where radical Arts and Architecture meet Digital Asset Management?

What are the biggest challenges and successes you’ve seen with Digital Asset Management?

What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript

Henrik de Gyor 0:00
This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Susan Wamsley.

Henrik de Gyor 0:09
Susan, how are you involved with Digital Asset Management?

Susan Wamsley 0:13
Hi, Henrik. I am currently the Digital Asset Manager at the Solomon R. Guggenheim Museum here in New York. And previously, I’ve worked as a Digital Asset Manager, and Photo Archivist for civil engineering firms and architecture firms in New York City. And I was thinking, what the differences between those those days of yore and now and previously, there was more of a focus on kind of a mass digitization of photography collections, and then making them accessible. And now we have the undercurrent of mass digitization of archives. But on top of that, we have the proliferation of born digital assets, photography, as well as audio and video these days. So that’s what we’re dealing with at the Guggenheim.

Henrik de Gyor 1:04
Susan, how does a Museum where radical Arts and Architecture meet Digital Asset Management?

Susan Wamsley 1:11
We use the DAM in many different ways. One, we organize and reuse our assets for our public facing projects. These would be marketing projects, our website, social media, our app, any educational programs, virtual tours, publishing, licensing, that sort of thing.

Susan Wamsley 1:33
We also use it for documentation of the collection. We have our condition documentation for our artworks. We have treatment documentation, install and de-install photographs. And we also have documentation of our beautiful building, which is a UNESCO World Heritage Site. The architect was Frank Lloyd Wright. And we have going back to the construction of the building, William Short, was the project manager, I believe, for the construction, and he photographed the building, as it was being built. So that’s fascinating information. And then we also, of course, document the building to this day, that that up to our Wayfinding signs that relate to our pandemic preparedness. So we document all different kinds of things in there.

Susan Wamsley 2:26
And then also be capture our institutional knowledge with the DAMs for Museum, it just sort of grows and grows. The lifecycle of a digital asset is essentially forever in there, because we just build on it. So if you have an old photograph of a painting, maybe you don’t use it for marketing anymore, but maybe your conservation department’s interested in what the colors looked like in a particular year. So we just sort of build our institutional knowledge in the DAMs. Use it as sort of a small a archive, we also have capital A Archives. But this is a place where you can learn about our objects. You can look at the exhibition history, how it’s been shown and exhibitions through the years, you can look at the conservation history and determine the copyright information.

Susan Wamsley 3:18
And one good example of how we’re using our DAM to capture knowledge is in our recently, almost completed project, the Panza Collection Initiative. That was a 10 year research project that was funded by the Mellon Foundation grants. And it was a look at our conceptual, minimal and post minimal artworks in the Panza collection. And this is very complex material. And it needed to be researched very carefully from lots of different sources.

Susan Wamsley 3:53
And our researchers were able to capture what they found about the objects. I’m just gonna use as an example. We have four exhibition copies of one Bruce Nauman neon work, and these kind of holdings you need to look at and determine Is there something that would be considered an original? Are there any they’re considered wrong? Are they the wrong colors or something, for example? So our researchers interviewed the artists, interviewed artists estates, looked carefully at what we have looked at other archives, pulled all this information together, and then they’re able to determine, for example, in this or that exhibition photo, which artwork is in there is this exhibition copy, that exhibition copy. So that kind of material, which is very complex and has lots of nuance is perfect, actually for the DAM because you can get a lot of description in there. You can get a lot of photographs in there, and you can really detail all of the findings. And then ultimately, this is to be sort of available for public research. So this has been a big project and one that I think has really shown what you can do with the Digital Asset Management system.

Henrik de Gyor 5:15
Susan, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Susan Wamsley 5:20
This was something that, as I thought about, I kind of thought we could answer both questions with the same answer, which would be user adoption. I feel like your biggest success as a digital asset manager is achieving a solid user adoption, because that means you’ve got a good interface, your metadata is good and you’ve have a good rapport with your colleagues and with all the people who are using this [DAM] because you’ve listened to what they need, and you’re responding to also the needs of the company. So you can set up good workflows, as well as have data integrity.

Susan Wamsley 6:02
And I thought this is also really one of the biggest challenges is you have a system that people need lots of different things from and they want different things from. And how do you set something up that can please everybody, or mostly please everybody? So I would say user adoption for both of those.

Henrik de Gyor 6:24
Susan, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Susan Wamsley 6:30
I don’t know if I have a lot of advice for people who are already professionals, because I’m sure we all have similar experiences. I think, currently, one thing that is a big topic, among my colleagues is interoperability with other systems that that’s really a key to your data integrity, and just to making your workflows easier for everybody in the institution, or in the company that you work for. And I would say, people who are coming into this, that, you know, you you find yourself doing a lot of the work on your own. There are a lot of hours to setting things up and determining a taxonomy and coming up with the keywords and all kinds of things, applying metadata. But really, when it comes down to it, while you’re also worried during all this, what you really need to be doing is interacting with your colleagues a lot and really listening to what people need, what they expect, and how your system can respond to kind of the culture that the institution or the company needs. You can reflect their acronyms. You can see how people search you can. Are they looking for something really specific? Are they looking for more browsable topics, that kind of thing, and really build something that responds to the needs of the institution.

Henrik de Gyor 7:59
Well, Thanks Susan.

Susan Wamsley 8:00
Thank you for inviting me to be on your podcast.

Henrik de Gyor 8:02
For more on this, visit anotherdampodcast.com. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.


Questions?

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts,  RadioPublic, RSS, Spotify, TuneIn, and more

Need Digital Asset Management advice and assistance?

Another DAM Consultancy can help. Schedule a call today


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Another DAM Podcast interview with Charles Duncan on Digital Asset Management

Listen to Charles Duncan discuss Digital Asset Management

Here are the questions answered:

How are you involved with Digital Asset Management?

How does a unique destination built around storytelling and immersive experiences use Digital Asset Management?

What are the biggest challenges and successes you’ve seen with Digital Asset Management?

What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript

Henrik de Gyor 0:00
This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Charles Duncan.

Henrik de Gyor 0:07
Charles, how are you?

Charles Duncan 0:09
Great. I appreciate you having me.

Henrik de Gyor 0:12
Charles, how are you involved with Digital Asset Management,

Charles Duncan 0:15
My career has evolved over a lot of media experience. I moved to Los Angeles many, many years ago. Ended up at Disney. Worked on several large enterprise DAM systems. Millions and millions and millions of assets and super complex data models and security models. And I just have a strong affinity for content pipelines. And I’m very drawn to the making of a commercial franchise and all the machinery that goes into a franchise.

Henrik de Gyor 0:50
Charles, how does a unique destination built around storytelling and immersive experiences use Digital Asset Management?

Charles Duncan 0:58
Well, when we talk about our experience, we’re talking about content. And when we’re talking about a product, you’re talking about organization. And so in order to be organized, you have to have some sort of managerial governance oversight of your content. So really, it’s about how can we organize our content, and use it in a way that immerses our customer into our brand and in our experience.

Charles Duncan 1:28
The interesting thing about where we’re at today, is that the experience portion is really becoming a formal thing. So we have, you know, experience officers, people who are working and their title has experience in it, no matter whether you’re going to theme park, or you’re going to a movie or you’re on your app, shopping, you know, shopping and e commerce, there’s an experience. So a lot of the leading companies nowadays understand that that is an experience and understand that, you know, they need to be reaching towards their customers with, you know, a consistent brand that immerses them. So, you know, we’ve talked a little bit about personalizations… personalization in some of these conferences. And it’s just, it hasn’t moved quite as much as I had hoped. But, but where we’re at now is I think we’re very conscious of the experience. And then that requires, you know, obviously, a pipeline that can support that.

Henrik de Gyor 2:33
Charles, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Charles Duncan 2:39
Well, on the challenge side, you really have, you know, stylistic time to market, like, when you’re talking about, you know, a large commercial franchise that you’re trying to get to in front of your customers as an experience, it’s how quickly can you get there. So the challenge really is time. Because if it takes too long, you’re talking about risk, because the market can change. And so sadly, a lot of the huge challenges right now is our ability to get from the production to the consumer. So I’ve been talking a lot about stylistic time to market, we’ve seen some advances on the business enrichment side. And for those of you who are wondering, in my perspective, business enrichment is, you know, when you take something from the DAM, so you have an image and you want to do a banner, and you want to do hero. So there, you know, there are certain breakthroughs that are happening to automate that process, but I look at that as business enrichment. It’s like, we want to pound out various ratios, and various layouts for different contexts. What I think is the number one challenge right now is actually upstream from that. It’s the style portion. It’s like, well, you know, when we’re making the image pretty and we’re making it within the context of the brand. So that’s where I think a lot of the success is coming. You know, very soon, it’s all about how you rapidly decrease your stylistic time to market.

Charles Duncan 4:20
So on the successes side, I think the, sadly, the COVID situation really put us, you know, full throttle into virtual experience, and virtual context. And so we saw a lot of acceleration in the digital space in the commerce online space, there’s tremendous acceleration going on there. And so DAM is really suited to support that. It’s just a matter of us actually putting DAM in the larger context of the pipeline, because it’s one piece of a very large pipeline. And so that’s where I think there’s a lot of things that are exciting now. I think the time is super exciting now because we’re finally able to start looking at data lakes, looking at big data, leveraging the information of our customers, and putting all that together to have a streamlined accelerant across the pipeline.

Henrik de Gyor 5:20
Charles, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Charles Duncan 5:25
What a great question. What I would say, is start looking at DAM as a creative tool. So many times in the industry, the talks around DAM, or the mindset around DAM is really business enrichment. As much as people may not consciously realize that they’re looking at DAM from the perspective of how do I take something from the you know, the art space, and organize it and distribute it, when you’re looking at it that way, you’re looking at it from a business enrichment standpoint. It is a very clear line, where it’s handed over from the artist, and then starts to be consumed as some sort of product or experience. So for those people who really want to excel in this space, I would say start to look at it from the creative perspective. Many artists that I have interfaced with really don’t have a great feel for DAM. They don’t really care about it, because they view it as some sort of commercial piece that is just business. However, if you pivot that, and you start to look at it from the creative perspective, DAM becomes a very large, powerful tool.

Charles Duncan 6:53
So for those people who are getting in, I would say, open up your context a little bit, take yourself from, I have a brand, I have an experience, I have a product, and I’m trying to get it to the consumer. And so then you start to look at the creative supply chain. And then inside the creative supply chain is the DAM. And there’s definitely ins and outs to that component. And if you can understand those ins and outs very clearly, you will massively accelerate in the space. One of the things I think that that we talk about as DAM enthusiasts is metadata. People love, I mean, there’s talks on metadata. And I love metadata as much as anybody but the art, the art side, they don’t care about metadata at all. The other thing I would say, is, metadata can transcend DAM. Metadata really belongs across the organization. And therefore, it’s really across the content supply chain. So when we’re talking about a creative pipeline, a metadata facet on that really needs to have the context of the entire pipeline, from conception to delivery, it happens to be that in DAM, because we were forced to organize creative content, we have a very, you know, good footing inside of metadata, but metadata really doesn’t just reside in the DAM.

Charles Duncan 8:29
So for those people wanting to get in, open up your perspective. Understand the entire pipeline, then start traversing down and looking how you can organize it.

Henrik de Gyor 8:40
Well, thanks, Charles.

Charles Duncan 8:41
Absolutely, absolutely. I appreciate you reaching out, I appreciate this. You know, this medium, I love it, that you’re doing this, this is wonderful. So where I think we’re at now, which is super exciting, is that we’re finally starting to see innovation emerge on the landscape. So at the Henry Stewart event, this year, I was able to unveil how there’s a very distinct inflection point in the content pipeline. And it’s the handoff where we go from the creative world, into the business world. And so if you put picture it on a linear, any on a linear line, there is a, you know, margin on the horizon, where we go from the creative world to the business world. And all that we have seen for years has been about that business point onward.

Charles Duncan 9:34
You’re talking about CMS, you’re talking about content delivery networks [CDN], we’re talking about layouts and how we enrich the content for delivery. But up until this year, we weren’t really seeing anything upstream being innovated on the creative side. So that’s where this year we were finally able to unleash a wave of interest. That starts looking at DAM purely from the artists perspective, imagine putting yourself in the artists’ seat through their creative tool. And they’re now able to start thinking that the the creative strokes that they’re making, the textures they’re making, the branded palettes they’re making are just seamlessly flowing all the way out into the experience, like literally from their desktop, they can now start to draw. And it just flows entirely through the pipeline. Where DAM is just like this conduit that’s taking us from the artistic world, into the business world. And so for the artists, this is fantastic. Because really, the artists get to now connect with their customer in a way that they haven’t connected before. Because what they’re doing is they’re able to go into their creative tool, make changes and see it immediately materialize as they’re coming in doing their comp… composition. And this is the first time you know they’ve ever been able to see this. So it’s fantastic that we are looking at it from the creative perspective, from the experience of where the experience where it manifests from, that they are able to then touch that piece of art and watch it flow in real time all the way out to the consumer.

Henrik de Gyor 11:24
For more on this, visit anotherdampodcast.com. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.


Questions?

Listen to Another DAM Podcast on Apple Podcasts, AudioBoom, CastBox, Google Podcasts, RadioPublic, RSS, Spotify, TuneIn, and more

Need Digital Asset Management advice and assistance?

Another DAM Consultancy can help. Schedule a call today