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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 Podcast interview with Beth Goldstein on Digital Asset Management

Beth Goldstein 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 Beth Goldstein.

[0:10] Beth, how are you?

Beth Goldstein:  [0:11] I’m good. Thank you. How are you?

Henrik:  [0:12] Great.

[0:13] Beth, how are you involved with Digital Asset Management?

Beth:  [0:16] I’m the International Digital Asset Manager for my company. I train and evangelize our DAM to all our business partners across the globe.

Henrik:  [0:24] How does an American healthcare company use Digital Asset Management?

Beth:  [0:29] Even though we’re based here in the US, we really are extremely global. We as a company use our DAM internally to save time, money, and better leverage our investments in all of our creative content.

[0:41] We call our DAM, the e‑Library. The e‑Library is only one component of our greater and smarter digital initiative that we’ve been rolling out, to our marketing teams across the globe for the past three years.

Henrik:  [0:54] What are the biggest challenges and successes you’ve seen with Digital Asset Management?

Beth:  [0:57] Honestly, the biggest challenge is moving the business partners and marketers from the old way of doing business. Some of them believe in shared drive, SharePoint sites, USB drives, FTP sites, and many times all of these at once. Then seeing the value of going to a cloud‑based stand, where everything works harmoniously together.

[1:17] I believe that change management is a huge part of my job in engaging businesses, partners understanding I will just save them time and money. I think that change management is always going to be a problem whenever you’re dealing with lots and lots of people.

[1:31] But if you can show them in big steps, if you get one group together that has a big part of your digital asset like a global team, and get them lessons first and show that they’re uploading files, it tends to get the smaller teams excited as well. I believe our biggest success to date has been the adoption, since our launch last September, 2014.

[1:52] Currently we have over 41 countries trained and using, over 800 users, and over 10,000 digital assets in our e‑Library right now. Our biggest push was going to the global teams that create massive amounts of material like I was talking about, and showing them how easier they can create and distribute materials to country marketers.

[2:12] It was a big win for everyone in that conversation. Most of big companies have a lot of little countries like Malaysia, or Taiwan. They don’t have these big marketing budgets. But the global in US teams has much bigger budgets, so it’s easier for them to make these big pieces.

[2:26] iPad apps or big inactive PDFs, or videos, and be able to put them into our DAM. Then the countries can bring them down, localize them at a cost that is right for them, and use them.

Henrik:  [2:39] What advice would you like to share with DAM professionals, and people aspiring to become DAM professionals?

“…be relentless, but gentle…”

Beth:  [2:45] The advice I would give is to be relentless, but gentle with your business partners. I think that any new process people have to get used to the fact that they’ll be doing something different, or in a new way. Embrace that by making it fun.

[2:57] Have a naming contest for your DAM, which we did. The e‑Library was actually named by one of our employee, who wanted to make sure that it had a positive connotation and that it was brought in across the business, and that’s what we did.

[3:11] We also had a contest to see which team internally could have the most assets uploaded by a certain time. Our time frame was September to the end of the year, and we just got done with that contest. It created a lot of excitement and competition, which marketers are very competitive. It was a really great thing.

[3:27] I think that with my job here, a big portion of it is you have to believe in what you’re doing so that other people believe in it, to get them to buy in. If I don’t believe that what we have is amazing and is going to work for so many people, then no one else will.

[3:41] Believe in your DAM with your business partners as well. Also communicate. My DAM users continually hear about me, whether they like it or not. It’s not just something that we launched in September, and then just continue something that went into the background.

[3:55] I have weekly DAM Monday emails, and I kind of tongue in cheek say, “Again, it’s DAM Monday.” I give to them a tip or trick, or communicate to them that something big is coming, or training, or just asking for feedback.

[4:08] This is a really great way to be, but to continually keep it in the back of your mind that you have these tools out there, and you need to remember to go into it because it’s a new process. I also have every other month email communication newsletters that I send out, and that gives actual updates to integration, new things that are out there, new training, new team members, all that kind of stuff.

[4:30] If you want to become a DAM professional, definitely get into understanding how you can be a great business partner. I think that the job sits between a business partner and an IT. If you have a good background of both, then you’re able to be a good business partner and saying that you can communicate to the rest of the business.

[4:49] Not just the technical aspect, but what will be the benefit to the entire company. I think that you’re going to go far.

Henrik:  [4:56] Thank you so much Beth.

Beth:  [4:57] Of course.

Henrik:  [4:58] For more on this and other Digital Asset Management topics, log onto AnotherDAMblog.com.

Another DAM Podcast is available on AudioBoom and iTunes. If you have any comments or questions, please feel free to email me at anotherdamblog@gmail.com. Thanks again.

 


Listen to Another DAM Podcast on Amazon AlexaApple PodcastsAudioBoomCastBoxGoogle Play,  RadioPublicRSS, Spotify or TuneIn

 


Need a Digital Asset Management Consultant?

Another DAM Consultancy can help. Contact us today.