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Another DAM Podcast interview with Sandra Sundback on Digital Asset Management

Sandra Sundback discusses Digital Asset Management

Transcript:

Henrik de Gyor: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today, I’m speaking with Sondra Sunday back. Sandra, how are you?

Sandra Sundback: Hi, I’m good. How are you?

Henrik de Gyor: Great. Sandra, how are you involved with Digital Asset Management?

Sandra Sundback: Okay, so I work as the product owner of our DAM, which basically means that I’m the subject matter expert and I’m responsible for the implementation of our enterprise-wide DAM and actually for the whole product and the concept. I work really closely with all of our stakeholders. It’s basically the vendor, our end users, which we have quite a lot of and then the IT department and all the developers from our integration partner. Also, I wrote my Master’s thesis on DAM which was a case study on Kesko and its current status on asset management. And then I did an analysis on how the implementation of a DAM could help us achieve our strategic objectives. So I actually also studied the field for quite some time during that time.

Henrik de Gyor: How does a leading Finnish listed trading sector company use Digital Asset Management?

Sandra Sundback: Well, we actually just started our implementation project in mid-April, so we haven’t really been able to start using the system quite yet, but the aim is to build kind of a central hub which would work for all of our content creators and it would enable them to have a much faster time to market for much more streamlined production processes. And this we aim to achieve too, streamlining the production processes with the tools that DAM provides us and also by using all possible automation possibilities. And just to kind of downsize the manual work for everyone by combining these tools. And our DAM utilizes a lot of existing enterprise data as its metadata. So for instance, we collect a product data and recipe data from our other systems APIs and we plan to highly concentrate on making the metadata as business-centric as we possibly can so that it will both serve the end users of the DAM. And then also our publishing and marketing automation processes. And we just completed the first migration project last week and actually, and we’d have now kicked off a kind of a soft launch, so we’re refining the metadata with our DAM champions and they will do a lot of manual refining and fine-tuning of the metadata, but we will also run several refinement runs from the data sources from the APIs which we have available, but we still have four upcoming migration is to go through. So the work is far from done just yet.

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

Sandra Sundback: Well, in our case we went through a very rigorous discovery and decision-making process, which at times felt really hard and frustrating almost. We also actually had some difficulties in finding the right vendor for us. So a vendor who would be able to provide us with the suitable toolkit for us and how we wanted to implement our DAM. So we actually ended up having two RFP rounds, but fortunately, we were able to use some expert help outside of K group on the other time around or the second time around. Also, we decided to do a proof of concept with the two finalists vendors and finally we found our match. If I were to think about our biggest success, it’s probably how we prepared for the first migration and the cleanup of that legacy system was pretty well prepared and all the stakeholders were very engaged in getting the cleanup done.

So we ended up cleaning up the system, I guess within a month roughly. We migrated  200,000 assets and we were also able to classify different priorities for the assets which we were migrating. So it made me very happy actually to see kind of everyone dig in and start working on that. We also did have a pretty extensive mapping of the metadata from the first migration or the legacy system. And that’s going to help us a lot when we tried to manage kind of the metadata refining phase now in the new DAM after the migration is done. But the beginning was really tough. But after we got the vendor and we started implementing, things have actually been moving really fast and I’m really, really happy to see that.

Henrik de Gyor: And what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Sandra Sundback: I created a top three. Probably I would have more, but my first one is never, never, ever, never give up.

There’s going to be times when people don’t really understand what DAM is all about and they’re going to question the whole endeavor and probably everyone won’t even see the benefit in investing huge amounts of money for a resource to do the DAM implementation right, but I would say that by analyzing the current state, calculating what benefits you could gain and continuously communicating with the decision makers that’s a key issue and it’s going to help. And we actually went through almost two years of internal marketing and justifying the need and mapping of the vendors and trying to find the perfect vendor and before we could start implementing. So, I really at times felt that I wanted to give up, but I’m really happy I didn’t. So that would be my first advice, never give up. It’s, it’s gonna happen.

The second one is that do your due diligence, which basically what I mean by that is that you really need to know who the users will be in the organization. So also again, a mapping and discovery phase is very important and also understanding the different processes which they’re currently using and who their partners are, for instance, in content production or where they’re buying their assets from and creating them. It actually helped me a lot that I have a marketing background. I understood the processes and the pain points pretty well actually from when we interviewed the stakeholders. And also, of course, it’s important to know what the current systems are which the organization is using, where assets might leave at the moment and how many assets and how to migrate. Then how to build metadata model and the taxonomy in the DAM, which will then serve all the users in the new DAM. So that those are actually the hardest pre-work that needs to be done. But it pays off in when, when you start implementing.

And then as my third one, I actually chose to use all the DAM resources and the whole network which is available out there. The best thing that I invested in was buying a couple, a super great books actually on how to do the DAM implementation right and where the focus should be. It really helped me in a kind of forming my vision and also I reached out to the communities on LinkedIn for instance, and I, I have done my best to network with peers in seminars. And the funny thing about the DAM community is actually that people are really helpful and they are ready to discuss difficulties or give their best practices and ideas with you. So it’s really worth a try at least to connect with people.

Henrik de Gyor: Well Thanks, Sandra.

Sandra Sundback: You’re very welcome. Thank you.

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

 


 

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Another DAM Podcast interview with Matthew Patulski on Digital Asset Management

Matthew Patulski discusses Digital Asset Management

 

 

Transcript:

Henrik de Gyor:  [0:01] This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Matthew Patulski. Matthew, how are you?

Matthew Patulski:  [0:08] I’m good, Henrik. How are you?

Henrik:  [0:09] Great. Matthew, how are you involved with Digital Asset Management?

Matthew:  [0:13] Henrik, for the past seven years, I was the Digital Asset Management Solution Manager for Capgemini’s Global Marketing Communications Team. Capgemini is a Global Systems Integrator with 140,000 people in 40 countries. As a member of their global marketing team, there are about 700 of us. The need for DAM solution came about after doing two years of business to business video.

[0:38] We had to have something more consistent and robust to deliver, either brand assets to produce content or to deliver finished content, either through our Internet and we realized that moving video around the organization had become a pain point.

[0:53] Developed a brief in a budget and worked with our stakeholders to identify some potential solutions including Digital Asset Management. Once that was approved, we started building this platform out, which is what I’ve been doing for the last seven years.

Henrik:  [1:08] How do you see APIs and Digital Asset Management working together?

Matthew:  [1:12] APIs or Application Programming Interface is a means to connect different applications to each other to accomplish work that’s outside of a particular application’s core functionality. Its impact on DAM is that, it all of a sudden allows Digital Asset Management application to become part of a constellation of applications, and with that develop workflow.

[1:39] We’ve developed workflow in two different ways. DAM application resource space is an open source LAMP application, and by LAMP, I mean that it’s running on a Linux server with Apache, MySQL database and PHP was our tool choice at Capgemini.

[1:55] One of the things that we did for that application is that we developed an API specifically so that we can integrate our tens of thousands of videos and brochures and photographs with our corporate Internet. We commissioned an API that would allow us to integrate our CMS that was driving our Internet, with our DAM application. Behind the scenes though, the CMS is talking to the DAM through the API, in essence an XML feed.

[2:25] Instigating a series of searches to find the file location, to find the dimensions, to find the poster frame and it’s dropping it into that CMS. We have eliminated the pain point of downloading that file and uploading that back into the CMS.

[2:41] When we adapted DAM into the Capgemini’s Marketing Communications team, we also leveraged Capgemini’s relationship with Amazon web services and hosted all this in the Amazon cloud. This solution is optimized for delivery anywhere in the Capgemini organization in 40 countries. We eliminated the upload‑download‑upload, of constantly having to move a file into the CMS, or that file changes you have to put a new file.

[3:05] We eliminated that because the DAM always have the original file, but then we leveraged the cloud itself, and the massive bandwidth of the cloud to deliver that video anywhere the Internet or was being viewed, that could be in India, that could be in New York City, that could be in Paris. It didn’t matter.

[3:24] Everybody got the same high quality presentation. The other one is when you use your DAM application to leverage another application’s API. In this instance, we were leveraging YouTube. We built an integration that would allow our resource base instance to talk to YouTube, via YouTube’s API.

[3:42] A secure connection between two platforms allowed us to push HD quality video from our application with the correct title, the descriptions, the keywords, everything that went into that record straight into YouTube. Two minutes later it’s live, it’s online, we’ve got a link and then we’re dropping into emails or putting out the social media. We’re pushing out as part of a marketing plan.

[4:04] If we didn’t have that API connection between YouTube’s API and our DAM, again we’d be downloading something from the DAM, uploading it in the YouTube, an hour later our video will be published. Capgemini in 2014 published over 400 videos to YouTube. That’s a video a day. We’ve all of a sudden, saved somebody an hour a day. 400 hours of just watching a file go up into YouTube.

[4:30] That’s the value of the API. You’re saving time. You’re driving consistency. You are leveraging applications outside of the core competency of the DAM.

Henrik:  [4:42] Matthew, what are the biggest challenges and successes you’ve seen with DAM?

Matthew:  [4:46] Henrik, that’s an interesting question because in my experience with DAM, some of the biggest challenges have also resulted in some of our biggest successes. The challenges have never been technical. They’ve never been a piece of software or server or a file format, or a metadata issue. It’s never something technical.

[5:11] Those are everyday challenges, you should expect that. The biggest challenge I’ve probably have had is being around culture. The concept of DAM and integrating that into the Marketing Communications culture of a distributed organization was a much bigger challenge than I expected, because adapting DAM requires your teammates and the organization to change how it goes about doing work.

[5:36] In Capgemini, we distributed teams, people scattered all over the planet. Bringing in a Digital Asset Management solution on one hand, centralizes all that activity in that it puts all of your brand assets, all of your templates, all of your legal material, to go to market, to create internally and externally. That first action is to put all that in one place. Everybody can find those logos, and find those InDesign templates and those intros and outros to video.

[6:06] All of a sudden, a light bulb goes off in your team. There’s cultural change happens and they realized, “Wait a minute. I can do my work more efficiently because this is the right logo. I don’t have to go find it,” and that kind of “Aha” moment with the light bulb doesn’t happen until people actually see it.

[6:23] You can spend weeks or months talking to people about how Digital Asset Management is going to change their life, as a professional, but until you’ve showed them that moment of, “My logos are in one place,” that’s when it starts making sense.

[6:38] What I realized in evangelizing and rolling out this platform was I needed to find those kinds of moments. I needed to find those persons who are interested in talking about the tool in evangelizing the application and talking about it, not just with me but with people I’ve never met, their teammates, their managers.

[6:59] Literally, have them show their co‑workers what I had just shown them. It’s an abstraction until somebody can use it. Its extra work until somebody finds a reason for it. As we gathered those up and then started building processes around those and sharing the success stories, in particular with video and presentations, from there its moved into photography and collateral and graphics.

[7:27] All of a sudden, as soon as people could find a use case that made sense to them, in what they were doing they became power users, because they were empowered. What has happened over the last five years or so, with Capgemini’s DAM is that we’ve seen this exponential growth in user sessions and exponential growth in consumption.

[7:49] In 2009, we had no video impressions on the corporate Internet. In 2014, we had 325,000 video impressions, page views of video content delivered from our DAM. Those challenges begat those successes, somebody found a reason to use the application to deliver a video and they shared it with a colleague.

Henrik:  [8:11] Matthew, what advice would you like to share with DAM professionals, and people aspiring to become DAM professionals?

Matthew:  [8:18] My one piece of advice to DAM professionals and to those persons aspiring to be DAM professionals, get to know your client first. Set aside your application choice, set aside your server environment, all of that. Get to know the client and what they’re trying to accomplish. Be a good listener. It’s very important.

[8:38] Because they’re going to tell you the direction you need to go as a Solution Architect or as an Administrator. Tell you what kind of governance you need, the pace which you might roll out features or scale that you need to start at, that initial conversation. That goes back to what I was saying earlier about culture, whether you’re just starting out or whether you’ve been doing this for 15 years, it all comes back to culture and listening.

Henrik:  [9:04] Great. Well thanks, Matthew.

Matthew:  [9:06] You’re welcome.

Henrik:  [9:06] For more on this and other Digital Asset Management topics, log on to anotherdamblog.com. For this and 150 other podcast episodes, including transcripts of every interview go to 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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Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.