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Another DAM Podcast interview with Barbara Alexander on Digital Asset Management

Barbara Alexander discusses Digital Asset Management

 

 

Transcript:

Henrik de Gyor:  [0:02] This is Another DAM podcast about Digital Asset Management. Hi, I’m Henrik de Gyor. Today I’m speaking with Barbara Alexander. Barbara, how are you?

Barbara Alexander:  [0:09] Good, thank you, and you?

Henrik:  [0:11] Great. Barbara, how are you involved with Digital Asset Management?

Barbara:  [0:15] The function that I handle essentially handles all digital assets for our company across all markets. We manage all product images, videos, presentations. All the assets then come in, and we tag them with metadata. The types of metadata that we embed assist our different markets and our different functional teams in sourcing the images that they need.

[0:44] For our marketing teams, they use the DAM to find and launch assets to all the different markets. When we’re rolling out a new program, we’ll supply all the print assets for ad production. All the assets for POS and displays, social media assets, and videos and other related assets roll out in their countries

Barbara:  [1:07] One of our big initiatives was to really focus on the consumer this year. We paid a lot of attention to our relationships with our retailer accounts. One of the things we do with our assets is we organize them in collections. Each collection has a single link that we can send to our retailer, or it can be embedded in a spreadsheet. They can click on it and have access to the assets without needing to log on to the DAM. This has been a big success for us.

Henrik:  [1:42] How does a global beauty manufacturer use Digital Asset Management?

Barbara:  [1:48] Primarily we use it to make sure that only approved assets are used in the marketplace, and to be sure that usage rights are complied with. We’re able to expire the assets on our platform. Our platform will send out notification to anyone who’s downloaded the asset that’s expiring to alert them to the fact beforehand. So that they can pull the asset and supply an alternative asset.

[2:17] It’s a great governing platform. It gives a worldview to the global marketing teams. It allows them to see how the markets are using the assets. If they’re really using the whole palette that’s been provided to them, or if they’re taking a few select assets. It allows the marketing team to assess their budgets and where they should spend their money.

Henrik:  [2:42] Barbara, what are the biggest challenges and successes you’ve seen in the Digital Asset Management?

Barbara:  [2:48] We’ve had a lot of successes and some realistic struggles. The successes have been with our ability to really service our markets and our retailer accounts, which are very important. We’ve been able to really focus on consumer‑facing experiences.

[3:06] The struggles really center around the internal reorganization our company has gone through, which has been quite traumatic. I’ve been doing a lot of thinking about where the DAM is located within the organization. It really matters in terms of its overall success and survival.

[3:25] The closer you are to the core of the corporate level, I think the more successful the DAM function can be within the organization. The further you are from that, the more vulnerable you are to new people coming in, or a new emphasis. That’s been very difficult. The DAM function right now is getting re‑assessed. It’s becoming more global marketing focused, we’ll have to see what happens with it. [laughs]

Henrik:  [3:51] A lot of people struggle with being more center to the core rather than being on the fringes and being possibly at irrelevance, unfortunately, because it’s not even known to the rest of the organization.

Barbara:  [4:03] That’s exactly right. We’ve had such a reorganization and shift in people, and as a result, DAM is not understood, or really factored in as a very core, relevant function of our company.

Barbara:  [4:19] We’re struggling with that right now.

Henrik:  [4:21] I understand, and I think a lot of organizations struggle with that. I’ve heard that from many organizations. That they don’t know where to put DAM. Is it IT? Is it marketing? Is it some creative function? Or is it tied to distribution or something? It’s a struggle for many organizations.

Barbara:  [4:37] Exactly.

Henrik:  [4:39] What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

“We have to think of ourselves as more than just a DAM professional. It’s more a media professional. I think that the more certification and knowledge that you can gain will only assist you.”

Barbara:  [4:44] We have to think of ourselves as more than just a DAM professional. It’s more a media professional. I think that the more certification and knowledge that you can gain will only assist you. I know the DAM Foundation has a program. I would recommend that. I also think it’s very important to attend industry functions whenever you can.

[5:10] There’s so much information to be gained by your colleagues in the industry that you really can’t source online or from a book. That face‑to‑face contact and understanding is really important. Definitely the DAM New York Meetup, the Henry Stewart DAM New York Conference, and Metadata Madness [laughs] .

Henrik:  [5:33] Which we’re attending right now.

Barbara:  [5:34] Exactly.

Henrik:  [5:36] Thank you, Barbara.

Barbara:  [5:36] Thank you, Henrik.

Henrik:  [5:38] For more on this and other Digital Asset Management topics, log on to anotherdamblog.com. If you have any comments or questions, please refer to email me at anotherdamblog@gmail.com. For this and a 150 other podcast episodes, including transcripts of every interview, go to anotherDAMpodcast.com. Thanks again.

 


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Another DAM Podcast interview with Rubyliza Gaba on Digital Asset Management

Rubyliza Gaba discusses Digital Asset Management

 

 

Transcript:

Henrik de Gyor:  [0:02] This is Another DAM Podcast about digital asset management. I am Henrik de Gyor. Today I’m speaking with Rubyliza Gaba. Rubyliza, how are you?

Rubyliza Gaba:  [0:11] I’m good, how are you doing?

Henrik:  [0:13] Great. Rubyliza, how are you involved with digital asset management?

Rubyliza:  [0:17] I am the Digital Asset Archivist at Fossil. Aside from ingesting images and checking out metadata integrity, I also do training and troubleshoot any issues our local and global users encounter.

Henrik:  [0:31] How does an American designer and manufacturer of clothing and accessories use digital asset management?

Rubyliza:  [0:37] Our DAM is used as a centralized archival repository. It houses all of Fossil’s final product images across multiple brands and product categories. Internally, it’s used by multiple departments, both locally and internationally via our regional offices.

[0:57] Actually, Fossil’s DAM is fairly young, only being launched in early 2014. So Pre‑DAM it was a bit of a challenge to locate images after they were worked on and finalized. Images were housed in multiple locations, including internal file shares and external FTP servers. We also have an archive system where images were actually burnt onto physical CDs and DVDs for archival purposes. Of course, this process was plagued with issues such as media being mislabeled, or maybe being checked out and never returned.

[1:32] Now that the DAM is in place, our users simply search for the images that they need, and they download them in the format that they require.

Henrik:  [1:42] What are the biggest challenges and successes you’ve seen with DAM?

Rubyliza:  [1:45] I think the biggest challenge I’ve seen with the DAM system was change management. I can figure out system issues, but trying to introduce a new piece of technology to people, and convincing them that this system will actually help them was a bit tough.

[2:01] I completely understand that change is difficult sometimes. People are set in their own ways. They want to continue doing something that they’ve been doing for a while, because they know it works for them.

[2:13] When we were in the beginning stages of our implementation, we knew that user experience is the key to a successful DAM system. We wanted to make sure that our DAM would be easy for anyone to use, and in turn maybe ease any nervousness that they had for using a new system.

[2:32] What we did, my team and I, we set up meetings with our future users to discuss what they needed to be housed in the DAM, what functionality was required around that content, what pieces of metadata needed to be captured and how and when to capture it, and also the folder structure of the system.

[2:52] The final result is an interface that’s very sleek, and a search function that’s super simple to use. We found that with the proper training, users became more comfortable using our DAM.

[3:06] To us, user adoption is hugely important. We didn’t want to be to set in our own ways. We work with so many brands that are all individually unique. If something doesn’t work for a team, we’re always happy to discuss what needs to be done to provide the experience they expect from us.

[3:28] As for successes, I would have to say it’s knowing that people use our system. We’ve been getting pretty positive responses to it. Also, another success is seeing our user count grow. When we originally rolled out our DAM, it was only to a small group of users in our local offices. Now, our user number is in the thousands and span a global community.

[3:55] It’s really a great feeling to see something you’ve worked on so hard on it, just positively impact other people’s daily work processes. It’s been an amazing experience to be involved from day one, to be a part of the process and to watch our system grow into what it is today. It’s increased productivity across the board, and I really look forward to the future of our DAM.

Henrik:  [4:19] Excellent. Rubyliza, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Rubyliza:  [4:25] My advice is to network. That was the biggest advice given to me when I was in school. Networking is key, whether you are already a DAM professional or aspiring to be one. It’s always great to talk to others in our field. You can go to conferences, join organizations, and just meet each other face to face. We have a fantastic and supportive community out there, through my experiences.

[4:50] As for aspiring DAM professionals in school, I would get involved in volunteer work or internships. To me, you can have all the education in the world, but it’s that hands‑on training that helps. Also, it’s a good step towards building a network too. Also, work on that LinkedIn profile. LinkedIn, I think, is an amazing tool that not too many people are using, surprisingly.

“Always remember to be flexible.”

[5:15] Finally, remember when you do get the job, don’t get discouraged if you find yourself doing things that maybe aren’t always related to digital asset management. Always remember to be flexible.

Henrik:  [5:28] Great advice. Thanks, Rubyliza.

Rubyliza:  [5:30] Thank you. It was a pleasure to be a part of your podcast.

Henrik:  [5:33] For more on this and other digital asset management topics, log on to anotherdamblog.com. If you have any comments or questions about digital asset management, feel free to email me at anotherdamblog@gmail.com. For 150 other digital asset management podcast episodes, go to anotherdampodcast.com.

Thanks again.

 


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Another DAM Consultancy can help. Contact us today.