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Another DAM Podcast interview with Ulla de Stricker on Digital Asset Management

Ulla de Stricker discusses Digital Asset Management

 

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • You recently co-authored a book titled “The Information and Knowledge Professional’s Career Handbook” along with co-author Jill Hurst-Wahl. I believe Digital Asset Management could be categorized under the umbrella of Information Management. What inspired you to write this book?
  • What is so different about careers in the field of Information and Knowledge Professionals than any other?
  • Is this book just for beginners entering this career path?
  • What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Transcript:

Henrik de Gyor: [0:01] This is Another DAM Podcast about Digital Asset
Management (DAM). I’m Henrik de Gyor. Today I’m speaking with Ulla de
Stricker. Ulla, how are you?
Ulla de Stricker: [0:11] Fine. Thank you very much.
Henrik: [0:13] Ulla, how are you involved with Digital Asset Management?
Ulla: [0:16] As a consultant I’m involved in everything my clients care about
when it comes to information and knowledge management broadly defined.
Information objects of all kinds, including DAMs of course, are an element in any
organization strategy for support to knowledge workers, and I strive to point my
clients to the options available and to advise them about the ramifications of
those options.
Henrik: [0:40] You recently coauthored a book titled “The Information and
Knowledge Professional’s Career Handbook” along with coauthor Jill Hurst-
Wahl, which I interviewed in the past. I believe Digital Asset Management could
be categorized under the umbrella of information management. What inspired
you to write this book?
Ulla: [0:58] Jill and I are what you might call “natural mentors.” We’ve always
ended up in situations where we discuss career matters with our colleagues and
our students in particular. So without being able to pinpoint the exact moment,
we did get to a point where we arrived at this collective insight, “Why don’t we
just write it all down?” So we set about distilling our answers to the many questions
we’ve heard over the years. [1:26] Our intention was to capture general
advice in one place so that potentially our individual conversations with readers
could be more personal and focused. But primarily, however, we wanted to give
our colleagues and particularly new entrants to the profession a heads up about
all the things you need to think about in your career but never had a chance to
focus on in graduate school.
[1:53] Speaking for myself, I certainly discovered that technical skills are only one
part of the tool kit we need. I learned the hard way about organizational politics,
about being the boss, about interpersonal dynamics, and so on and so on. So
you might say the book actually addresses practitioners in a lot of professions.
We felt comfortable though speaking to colleagues in those fields where we
have personally built our reputations.
[2:21] We’d love to see the book become a graduation gift and a bible for
younger colleagues. That way our suggestions can travel a lot further afield than
through personal interactions in meetings and workshops.
Henrik: [2:35] Excellent. So what is so different about careers in the field of
information management professionals than any other?
Ulla: [2:45] I’m so glad you asked it. First, I want to stress how exciting it is to
see all the many new opportunities out there for graduates of iSchools. I think
we’re still only scratching the surface, and there’s a lot of outreach still to do to
orient managers about how the skills of iSchool graduates apply across a vast
spectrum of organizational functions. [3:08] But I always encourage those looking
for a career to check out the information profession. You and I, Henrik, know
it isn’t true, contrary to widespread opinion, that the Internet has reduced the
need for professionals who know their way around information management.
That said, I need to be honest about what I call the opacity of our profession.
[3:31] You can’t imagine the number of times I’ve heard my colleagues comment
on the surprising amount of explaining they found themselves having to do.
Sometimes we commiserate among ourselves that perhaps we ought to have
considered pharmacy or some other field where clients understand immediately
what we do without any further explanation.
[3:51] As an illustration, nobody with a sick pet is in any doubt about the need
for or value of a veterinarian, and no one with a leaky roof questions the need
for and value of a roofer. Yes, police officers, transport truck drivers, the road
repair crews, etc, etc, do not have to explain why they should exist. But we information
professionals do.
[4:19] A major factor is the conundrum I’ll never solve that we deal largely in
intangibles. We can’t prove that we are adding dollars to the bottom line or that
we’re saving lives. So our costs could look like reasonable candidates for cuts
when managers are under pressure to slash their budgets. We can convince
those managers it’s prudent to equip knowledge workers with authoritative information,
and it’s prudent to safeguard corporate memory and so on.
[4:50] But we cannot get away from the fact that information services are, by
their nature, labor intensive and expensive. Before the first customer can find an
answer to a question or find an information object, there’s content to pay for,
staff to pay for, IT infrastructure to put in place, and so on. It’s understandable
to me when a senior executive asks bluntly, “What am I getting for that six or
seven-figure line item called the Corporate Information Center?”
[5:21] I’m sure your DAM colleagues recognize the challenge. The bottom line for
this nurse is that in our professions practitioners must always be ready to justify
their worth. It’s for that reason that one of the chapters in the book deals with
crafting business cases.
Henrik: [5:39] So, is this book just for beginners entering this career path?
Ulla: [5:43] Certainly, Jill and I did intend the book for graduate students and
recent graduates, but we speak equally to mid-career professionals who may be
asking themselves, “What’s next?” We advocate an attitude of personal control.
Oh, yes. It’s true. A new graduate may take that first job because the bills have
to be paid. But throughout our working lives every one of us are making choices
and plans for the future. [6:10] So that’s why we emphasize in one chapter the
need for every single professional to ascertain what’s a group cultural fit and
then to orchestrate choices and activities toward that fit. By “fit,” I mean that,
as one example, some of us are naturally happy in environments where others
might not be so happy. Just consider the difference between hospitals, law
firms, schools, nonprofits, and private sector companies in terms of how it feels
to work there.
[6:40] As another example. We’re all unique in terms of the degree of structure
and control we like to have at work, the pace we’re comfortable with, whether
we like to deal with people, or whether we prefer to work independently, and
so on. So, other chapters deal with universal topics, such as developing a
professional brand, getting paid what we’re worth, coping with stress, mentoring
others. So indeed the book is meant for our colleagues at any stage of
their careers.
Henrik: [7:12] What advice would you like to share with DAM professional and
people aspiring to become DAM professionals?
Ulla: [7:17] Let me stress again the positive news that in the future, information
professionals including the DAMs will be evermore necessary to managing the
explosions of digital content. The opportunities keep growing, and I’ll just throw
in here, that in the last couple of weeks alone a major consulting firm in Toronto
announced several new knowledge management decisions. [7:43] One little
challenge does exist. It’s that in the past, we may not have focused sufficiently
on marketing our skills, so we do have some competition from IT professionals
as an example. So my advice focuses on marketing. My advice is that a successful
career depends on developing a solid conviction about our own value and
on perfecting the delivery of the explanation of it.
[8:09] I say become a walking business case. Get good at linking your activity
to corporate outcomes. Estimate, for example, how much time you save other
employees through your work, and then calculate the value to the organization
from freeing up that time. Never mind about risk reduction and other intangible
benefits. Speak about how you contribute to the overall performance of the
organization you work for and use the language stakeholders understand.
[8:39] In other words become a career long advocate for good information practices.
Does that make sense, Henrik?
Henrik: [8:46] Definitely. Well, thanks Ulla. Thanks to also your publisher,
Chandos, who is giving us a complimentary copy. For the first time on this
podcast series we’re able to give away a copy of the book. The book is again
The Information and Knowledge Professionals Career Handbook” by Jill Hurst-
Wahl and Ulla de Stricker. [9:08] The contest between the date of the release of
this podcast through the month of August 2011, if you subscribed to Another
DAM Blog, that’s AnotherDAMblog.com and AnotherDAMpodcast.com, you
will be entered in the contest immediately. If you are drawn at the end of the
month, the winner from that will get a free copy of the new book. Thank you so
much, Ulla.
Ulla: [9:36] Well, thank you. It is indeed generous of the publisher to work with
us in this way, and I can’t wait to virtually shake the hand of the winner.
Henrik: [9:45] If you would like more information about Digital Asset
Management, log onto AnotherDAMblog.com.

Another DAM Podcast is available on Audioboom, Blubrry, iTunes, and the Tech Podcast Network.
Thanks again.

Announcing the first book drawing for this podcast series…

The one winner of this drawing will receive one free copy of “The Information and Knowledge Professional’s Career Handbook” co-authored by Jill Hurst-Wahl and Ulla de Stricker. To enter the book drawing, simply subscribe to both Another DAM podcast and Another DAM blog by email on each of these websites between August 4, 2011 and August 31, 2011. The winner will be picked from the pool of email subscribers of both Another DAM podcast and Another DAM blog together. The drawing will occur on the first week of September 2011 with a third party drawing the name of the winner. The winner will be announced on Another DAM podcast and Another DAM blog. If you are already an email subscriber to both Another DAM podcast and Another DAM blog, you are automatically entered in this book drawing. The winner will be contacted directly by email for their contact details to ship the book. The book will be shipped directly from the publisher. Good luck to all.


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Another DAM Podcast interview with Magan Arthur on Digital Asset Management

Magan Arthur discusses Digital Asset Management

 

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • You wrote an article titled “…Just what is a DAM?” Is this definition static or changing? Why?
  • What advice would you like to give DAM professionals and people aspiring to become DAM Professionals?

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 Magan Arthur.
Magan, how are you?
Magan Arthur: [0:11] I’m doing very well. Thank you.
Henrik: [0:13] Magan, how are you involved in Digital Asset Management?
Magan: [0:16] I’ve been involved for a very, very long time going back now over
10 years to one of the startup companies in California. We were at the front lines
when Digital Asset Management was an acronym that was created. [0:34] The
claim to fame there was they produced the first really Web based Digital Asset
Management tool. It was around 2000 when client server and VOI P was the big
change over.
Henrik: [0:51] Magan, you wrote an article entitled, “Just What is DAM?” Is this
definition static or changing, and why?
Magan: [1:00] Yeah, I think that it’s still quite relevant. I do notice that [laughs]
on Wikipedia that article is still referenced. I believe that we still see confusion
out there between what is traditional content management and the CMS software
world. [1:25] Often Digital Asset Management is used in such a broad way
that it encompasses everything, including even the document management
systems, nowadays rarely referenced.
[1:38] By the time that I wrote the article, document management was still also
a big piece of the content management pie. I believe that the article still holds
value and that it really differentiates DAM from all these other tools, focusing
on management media rich libraries versus templates for publication versus
documents.
[2:06] I think there’s still a value in defining DAM in comparison to those
other tools.
Henrik: [2:12] What advice would you like to give DAM professionals and
people aspiring to become DAM professionals?
Magan: [2:19] I’ve been thinking about that ever since you sent me those questions
up front. I would say, for DAM professionals, I have the similar advice I
would give to most of the clients that I speak to when we speak about DAM.
[2:39] DAM means so much to so many people. To be an expert in all of them is
probably impossible.
[2:48] If you look at Digital Asset Management as this core capability of managing
in which media in libraries is mostly geared for reuse of content much more
so than for direct publishing and consumption by end users, that again would
differentiate here the CMS versus a DAM.
[3:11] Even in that moment, we have now the wide spread acceptance of Digital
Asset Management technologies in broadcast and in parts of Hollywood in
movie production. I would say that we see very specific requirements and needs
around just that specific area.
[3:32] The news organization would have very different needs and uses for DAM
than the newspaper photo archive.
[3:41] I would say that one advice I could give to DAM professionals is be sure
what your specialty should be, because setting up these very different systems
for different user types and different asset types really bears specific requirement
and requires knowledge that not everybody has readily at hand.
[4:05] The other aspect, one of the questions that I mostly ponder with many of
my larger clients, is the overall Digital Asset Management and reuse strategy.
Looking at large marketing organizations that often touch all kinds of assets, be
it video, be it banner ads, and content that is more geared towards that use or
be it still print.
[4:36] Photo libraries always come into play. I think that one really has to be clear
about what type of skills and services one wants to provide. Is it the very specific
implementation and skills around a very specific content type?
[4:53] Is it more the strategic aspect of looking at a larger ecosystem of many
different content types that come together? Here I would say the complexity of
consolidating taxonomies enterprises and so on, come into play.
[5:11] I’m not sure if I’m clear or not in my answer but I think the long and short
of it is, be clear what it is that you want to offer, and where you want to specialize.
Are you a strategist? Or are you an expert in a specific arena?
[5:25] There’s so much work out there that any expert in any one arena will probably
have plenty of work. Specifically, if they do a good job. I believe that you
can only do a good job, if you start specializing.
Henrik: [5:38] Excellent. Thank you very much.
Magan: [5:38] My pleasure.
Henrik: [5:39] For more on Digital Asset Management, log onto
anotherdamblog.com. Thanks again.


 

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Another DAM Podcast interview with David Austerberry on Digital Asset Management

David Austerberry discusses Digital Asset Management

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • You wrote a definitive book called Digital Asset Management in 2006. Do you see DAM changing or evolving?
  • What advice would you like to give to DAM professionals and people aspiring to become DAM Professionals?

Transcript:

Henrik de Gyor: This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with David Austerberry.
David, how are you?
David Austerberry: I ’m fine, thank you.
Henrik: [0:11] David, how are you involved with Digital Asset Management?
David: [0:13] Well, I guess it started about the turn of the century. At that time,
I was working in the video area. I got involved with a group of people who are
actually setting up a Digital Asset Management system. I got involved with it
very much hands on. [0:29] Back then, Digital Asset Management was fairly new
in the video field. There was a lot of it around photography for image libraries,
but nothing specifically for video.
[0:45] Now, the project we were working on was a service that would encode
and host people’s video and we’d be able to serve it over the Internet. I guess
today that would be called a cloud.
[0:59] I think we got into it far too early, though, because back then, everybody
was using dial-up modems. Although broadband was around, it was hardly
ubiquitous. The idea of delivering video over the Internet, although you could
do it, the reality was that very few people had broadband connections, so they
weren’t really able to use it. I guess we were too early.
[1:30] Out of that project, I learned a lot about Digital Asset Management.
Henrik: [1:33] David, you wrote a definitive book called “Digital Asset
Management” in 2006. Do you see DAM changing or evolving?
David: [1:41] Well, I actually wrote it, originally, in 2004, because it’s had 2 editions.
The first edition was 2004. I guess I did the research in 2003. I think it has
changed a lot over the years. [2:01] The initial products that I looked at when we
were setting up a Digital Asset Management system, on the whole, were not
really products. Let me qualify that a bit.
[2:12] They were projects that one particular customer had, had a requirement
for Digital Asset Management system and a software company had written
a custom system for them. Very few of the products had sold to more than a
handful of customers. They were not really salable products, more a custom
project. Along with that went a very large price tag.
[2:43] I think that was the big barrier to the sale of Digital Asset Management to
a lot of potential customers. The early systems ran on things like Sun hardware
platforms, they used historical enterprise databases, and the entry-level was
somewhere in the region of $1 million for a system. And you probably would
need to spend about $5 million to get a fully working system. And that was
completely out of the reach of most of the customers. Even the large broadcasters
balked at those sort of sums of money.
[3:24] What’s happened since then? Well, some of those companies have gone
out of business. I seem to remember one of the early ones was the Informix
Media 360, which probably pioneered a lot of the ideas around Digital Asset
Management. And that Informix has disappeared now. I think it’s been subsumed
into IBM. Some of the systems were just too complex. And at the end of
the day, they’ve got to sit on everybody’s desktop, be easy to use, and a lot of
those early systems just weren’t.
[4:00] So I think what’s happened since 2004, when the first edition came out, is
that people had got real about what customers really want from a Digital Asset
Management, and what they’re prepared to pay for it. On the point of what
they’re prepared to pay for it, it was always a problem proving an ROI for the
big systems.
[4:24] I think a lot of the customers looked at it from the point of view of this perceived
cost, that they know what it costs to put Microsoft Office on a desktop,
that sort of thing. They know what it costs to put video editing software. And
the early DAM systems cost about $1,000 a seed, and I don’t think most of the
customers felt that was value. Because to a lot of people it was just a fancy version
of a file search, and, well, from Google, you know, you get that for nothing.
[4:56] So until the seed cost came down to something more realistic, it was
very difficult to prove a return on investment for a DAM system. Google represents
just the search side, and there’s obviously more to DAM. There’s all
the indexing and the management of hierarchical storage systems. I think that
what has evolved is that a lot of the customers, what they’re really wanting is
management of the entire workflow, from ingest of a digital asset right through
to its publishing.
[5:35] Although the early Digital Asset Management systems handled the management
of
that asset, there’s a lot more to dealing with assets beyond Digital
Asset Management. I think that some of the newest systems now include a lot
more workflow management, and they can also handle external media, like
video tapes, for example.
[5:59] You have a crossover between managing media assets, which, to me,
a physical assets, like a video tape, and digital assets. The thing which really
makes it much easier to prove in ROI for a vendor is to introduce management
of workflow processes, as well. Digital Asset Management has become a component
within the management of the entire workflow.
Henrik: [6:29] David, what advice would you like to give to DAM professionals
and people aspiring to become DAM professionals?
David: [6:34] First of all, DAM is a rather vague term, and it means different
things to different people. To a photo library, it’s dealing with IPTC metadata,
and it’s managing maybe a website to sell the digital assets. To somebody, say,
in the broadcast or the media and entertainment space, it’s a lot more complex,
in that they may be wanting to handle the many thousands, or even millions,
of digital assets that go into creating something like a movie. [7:14] There’s that
front end side. Once the salable asset that the movie, the television program, or
the TV commercial is finished, there’s the managing of that finished asset and its
distribution.
[7:29] There’s very many facets to Digital Asset Management. For the DAM professional,
first of all, they’ve got to decide, do they want to be involved in the
entire business, or do they want to focus on particular area, like video production,
movie production, or image library management?
[7:54] I think somebody coming to it afresh will see that there’s a very large
number of different standards bodies involved, and they’re all vying for users
to adopt their tagging systems, their standards. There’s the IPTC, which I mentioned,
which is very strong in the newspaper industry, and has come to be
found to be very useful across the entire photographic profession.
[8:30] But the IPTC is focused, at the moment, on still images. I know they’re
looking at extending it to other areas. But if you look at audiovisual assets, there
are a number of organizations looking at Digital Asset Management and metadata
schemas for audiovisual systems. That can be rather confusing for somebody
coming into it from afresh, because there’s just so many standards.
[9:07] The SMPT is very strong in this area, but then there’s other things, like
MPEG 7. There’s 10 to 20 international standards group that are developing standards
that can be used within Digital Asset Management. This clouds the whole
issue, and removes some of the potential clarity within the area.
Henrik: [9:30] True. They’re adopting what’s needed of all those standards,
rather than necessarily, would you say, instead of reinventing the wheel, pick
what best fits the need of the organization that they are working with? Is that
what you’re saying?
David: [9:47] Yeah, very much so. I think one needs to have a pragmatic approach
towards choosing how you run a Digital Asset Management system. You
could overtag your content, and there is quite a cost involved in tagging content.
You have to balance that against the business need, the business value.
Henrik: [10:17] That’s true.
David: [10:19] I think that one of the areas that’s very important to focus on is
how one gathers metadata when one’s ingesting digital assets. In principle, that
should be done as automatically as possible. [10:35] Now, that is getting a lot
easier with, for example, video and still cameras can have GPS systems built in,
so that you immediately get assets tagged with the geographical location.
Henrik: [10:52] Yeah, it’s true. Geotagging as a they call it.
David: [10:57] Yeah. Things are getting easier and easier. But one of the big
problems with Digital Asset Management is that an asset will pass through
several organizations during its lifetime. The organizations downstream are the
ones who benefit from Digital Asset Management, if it’s well tagged. Because
they can then find things and makes it easier to monetize it. [11:26] The person
upstream who is actually adding all the metadata doesn’t see the value from it.
That’s always been a bit of an enigma with Digital Asset Management. Those
who do the work don’t necessarily benefit.
Henrik: [11:42] Yeah, I see what you mean. Thanks, David.
David: [11:45] Right, you’re welcome.
Henrik: [11:46] For more on Digital Asset Management, log onto
anotherdamblog.com. Thanks again.



 

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