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Another DAM Podcast interview with Emily Kolvitz on Digital Asset Management

Emily Kolvitz discusses Digital Asset Management

 

 

Transcript:

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

Emily Klovitz:  [0:12] I’m doing great. How are you?

Henrik:  [0:13] Great. Emily, how are you involved with Digital Asset Management?

Emily:  [0:18] I’m involved in Digital Asset Management as both student and practitioner. I’m finishing my MLIS at the University of Oklahoma, and also working full time in the field. I currently am a digital asset manager for JCPenney at the home office. I’ve also worked on digital projects outside of a formal DAM environment, in archives and also a museum.

[0:48] Recently, I have become very involved in the DAM education and DAM community. Part of that is a desire to contribute to the field. Another part of that is just me segueing into the next phase of my life.

Henrik:  [1:05] Emily, how does the national retail chain use Digital Asset Management?

Emily:  [1:10] My company uses Digital Asset Management for a variety of reasons ‑‑ works in progress, distribution, and also brand management. In my specific area, we use Digital Asset Management for works in progress, and also on final, finished photography for marketing assets. The DAM is fairly new, only a couple of years old, and it’s really only been hard‑launched since last November [2013].

[1:39] There’s a lot of building going on right now. Basically, it’s such a large organization, there’re actually multiple DAM environments. We are positioning ours as the enterprise DAM, but we still have a long road ahead of us. In terms of other DAM systems, there are that some that makes sense, in terms of what kind of content is kept and described, and also the perks of that specific system.

[2:07] Then, the different challenges of the type of content we’re talking about. As time has passed, the various DAM managers have crossed paths, and it’s been very rewarding to speak to these people, and find out what we have in common, and where we can help each other out.

[2:25] There have also been systems that didn’t really provide value for the organization and were duplications of content. I worked very hard to get rid of those systems. They’ve been shut down, and that’s because we have been lucky to have very strong senior leadership and buy‑in behind our DAM.

[2:43] What’s really interesting about my organization, or any large organization trying to wrangle their content, is just the sheer number of assets you’re actually talking about. Also, the number of DAM systems actually used by the organization, because many times it’s often multiple DAM systems.

Henrik:  [3:02] What are the biggest challenges and successes with Digital Asset Management?

Emily:  [3:05] The biggest challenge to Digital Asset Management is change management. Everything else is a problem that can be solved logically. People are more tricky than that.

[3:16] The second biggest challenge is probably that DAM does not happen in a vacuum. There are more than likely other digital initiatives in your organization, and sometimes being able to see a bigger picture, even bigger than Digital Asset Management, can help an organization implement control over information chaos. This means information governance should be part of the Digital Asset Management strategy, or perhaps the DAM strategy is a facet of an overall digital strategy or information management strategy.

[3:53] It’s been very difficult for me to stay in my DAM bubble, so to speak, in the corporate world. As an information specialist, it is so glaringly obvious all the areas that could benefit from information governance. Yet there’s only one of you, and a DAM manager has many hats to wear. That’s what I feel are the biggest challenges to Digital Asset Management.

[4:20] Successes? I guess getting buy‑in feels really good. Growing your user adoption, that’s very rewarding. Any time you have even a slight increase in user adoption, that’s a big success, and you should take the time to celebrate it. Speaking of that, with your successes in Digital Asset Management, it’s OK to brag a little. It’s part of the advocating for your DAM, so usage reports and celebrating that kind of thing is good for DAM managers to do.

Henrik:  [4:57] What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Emily:  [5:03] Read everything you can get your hands on and don’t get married to a system. There are many sources for education pertaining to Digital Asset Management. Many of them are community‑, vendor‑ or organization‑based, not necessarily subjected to the rigor of scholarly publication and peer review, which we talked about previously.

[5:26] It’s important to be skeptical, I think. Verify the facts for yourself. Inspect methodologies, and don’t get sucked into buying something because of someone putting the weight of authority behind it. I also think that you should trust your gut, because you can usually tell when information is info‑fluff, versus substantial information that adds to your understanding.

[5:54] The part about the DAM system, we’re usually the ones enacting the change and we’re not the ones who have to deal with it, because we’re starting the change. But you have to be cognizant of this may not be the best solution long term, and you can’t marry a system. It’s not about the technology. Digital Asset Management is so much more than that. You need to constantly be benchmarking your DAM, inspecting your practices, and getting better and better so you can grow as a digital asset manager.

Henrik:  [6:29] Great. Well thanks, Emily.

Emily:  [6:31] Thanks for having me.

Henrik:  [6:32] For more on Digital Asset Management topics, log on to 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.

 


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Another DAM Podcast interview with Doug Mullin on Digital Asset Management

Doug Mullin discusses Digital Asset Management

 

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does an organization focused on sports equipment use Digital Asset Management?
  • What are the biggest challenges and successes 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: [0:01] This is Another DAM Podcast about Digital Asset
Management. I’m Henrik de Gyor. Today I’m speaking with Douglas Mullin.
Douglas, how are you?
Douglas Mullin: [0:09] I’m doing well, thanks. How are you, Henrik?
Henrik: [0:10] Great. How are you involved with Digital Asset Management?
Douglas: [0:13] I’m the digital asset librarian for Oakley Incorporated in
Southern California. I work for the design graphics department, which is one
of several silos of content producers. [0:25] I manage primarily final and master
mechanicals for the signage. I would see, let’s say, if you went to Sunglass Hut or
something, you saw the signage of the windows.
[0:34] I have master files, different regions, localities to download, to print their
own files. We also have product photography and video. We have several different
departments working with that.
[0:44] With my executive sponsor, I have a project to try to create a real enterprise
DAM program to bridge a lot of our content production silos. Those are
my two main functions of both working for one silo, currently and trying to build
more of a proper enterprise DAM program to bridge a lot of our content production
silos. Those are my two main functions of both working for one silo,
currently and trying to build more of a proper enterprise DAM system.
Henrik: [1:00] How does an organization focused on sports equipment use
Digital Asset Management?
Douglas: [1:05] As I mentioned, we have a point of purchase signage. Lots of
athlete photos get used. We have the signs that go up in stores that are selling
our products, road signs, billboards, bus wraps, and other things like that. [1:19]
We have, of course, a website, which has a lot of content. Content marketing is a
very big thing at a company like Oakley.
[1:25] We have an in-house photo studio. We have a team of photographers who
go on-site who shoot athletes at sporting events or for sponsored athletes for
events that have we have set up.
[1:37] We have a video team, as much the same thing and produce a lot of content.
Content marketing is a very big thing here. It’s pretty much what DAM is
about from our point of view.
Henrik: [1:48] What are the biggest challenges and successes with Digital Asset
Management?
Douglas: [1:51] For us, the biggest challenge really is user interface issues and
process issues. Currently running Artesia 6.8, which is a very powerful product,
but it is a bit of an older product. [2:04] The user interface is not up to current
standards. A lot of consumerization of the enterprise, people’s tolerance for
learning challenging systems has gone down a lot over the years. Certainly, at
Oakley, that’s an even bigger challenge.
[2:20] A really strong user interface is something that we need. As we look forward,
Artesia is going to go away, at some point, and we will get another product,
either from that vendor or from somebody else. It’s still undecided.
[2:35] User interface challenges are a big thing for us. After that is process. What
photos should be shared? What photos should not be shared? Which videos
should or shouldn’t be shared? There are lots of different factors that go into
that calculation. Is a product a current product? Is it a past product, is it a prototype
product?
[2:55] I would see the legal contract that we have with the athletes. These kinds
of issues be very complex. So, it’s an athlete, let’s say, a whimsy contest wearing
our board shorts, which are not yet publicly released, should we use that
photo? Or should that photo not be used because the product is not actually
publicly released yet, even though the athlete winning a major contest is a major
coup for us?
Henrik: [3:20] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Douglas: [3:24] I think it’s very important to understand that this is very varied
profession, in which it is people, process, content and technology. It’s not possible
just to focus on any one of those. [3:34] Some people imagine that a digital
asset person is a bookish person hidden away in a corner just attaching metadata
to files. But in reality, it is much more difficult than that. You must be able
to interact with your end users to understand what their needs are. You often
have to be assertive about getting your content people are busy and you often
have to reach out to people, work with them to get content.
[3:58] The process issues are huge. Being able to understand the business in
order to
help people solve those problems and come to an agreement about
them. Then, of course, at the technology side, you have to know how to talk
the language of the IT people in order to have credible conversations to be an
advocate for your own DAM health, so to speak. That is very important.
[4:20] There’s sort of a trend going on in the world today of…”marketing technologist”
is a phrase that I’ve heard a lot about. But people who come from the
business side of the company but who understand technology, and I think that
being a DAM librarian kind of fits in with that in certain ways.
[4:36] I very much come from the business side. I understand the people and the
content and process issues, primarily. But I’m also able to speak the language of
the IT department to be an advocate for my stakeholders for their requirements.
[4:49] In addition to that, there’s a lot of training opportunities out there in the
world today. DAM is growing a lot. There are a lot of people trying to learn
about it. There’s free webinars stuff that one can certainly see other opps. That’s
vendor sponsored and so it tends to be very solution focused and not always as
focused on the people, process, content, although people do talk about that,
of course.
[5:11] Then, there’s just great conferences at Henry Stewart and Createasphere.
I’m a member of SLA, which keeps me connected to the library world, the
Special Libraries Association. And then the DAM Foundation. It’s also, I think, a
great resource to learn a lot more about the profession.
Henrik: [5:27] Well, thanks Doug.
Douglas: [5:29] Well, thank you, Henrik.
Henrik: [5:31] For more on this and other Digital Asset Management topics, log
on to AnotherDAMblog.com. Another DAM Podcast is available on Audioboom
and iTunes.
[5:39] If you have any questions or comments, please feel free to email me at
AnotherDAMblog@gmail.com. Thanks again


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Another DAM Podcast interview with Bjorn Pave on Digital Asset Management

Bjorn Pave discusses Digital Asset Management

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does an organization focused on cosmetics use Digital Asset Management?
  • What are the biggest challenges and successes the organization has with DAM?
  • 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. I’m Henrik de Gyor. Today I’m speaking with Bjorn Pave. Bjorn,
how are you?
Bjorn Pave: [0:11] I’m good. How are you, Henrik?
Henrik: [0:12] Good. Bjorn, how are you involved with Digital Asset
Management?
Bjorn: [0:16] For us and for me, it began as a solution to a business problem.
We were looking how to distribute our assets globally. From there, it’s turned
into more of an interest for me, specifically, and some building of proficiency
in that area. It’s common for IT to be involved in Digital Asset Management and at Benefit,
our IT department plays a pretty close partnering role with the
business, so for us it was just to drive this project but also to fit this project in
with our business. [0:48] As for the basics, we are allied with our third phase of
this project. I’ve been less of a project manager these days. It’s become more
operational. I’ve become more of a strategic kind of partner with this project in
helping to progress and develop it and bring it to the next level.
Henrik: [1:05] How does an organization focused on cosmetics use Digital Asset
Management?
Bjorn: [1:10] Pretty much every company needs to be using some kind of DAM.
I mean, especially the ones that operate globally. Digital assets are everywhere.
Really, I don’t see much difference from a car company needing to distribute
assets than us, a cosmetics firm. [1:25] It’s about efficiency, when it comes down
to it. That said, we need to get our marketing materials out quickly to our marketing
teams around the world. We’re constantly under deadlines to do that.
We’re launching products and going to market quickly with products.
[1:42] To allow us to stay agile and efficient, we need some kind of thorough
system like that not as many companies would. Also, it goes without saying
that allowing those markets to find an easy way to search for those assets. Not
only the new ones to be able to find efficient the old material that they need to
find quickly.
[2:03] I’ll give you a quick example one of the big issues that we ran into for that
was just how to get these assets to the markets when they couldn’t find them
locally. They would send an email to San Francisco or go to our headquarters
and we would get the email from Taiwan, let’s say, the next day.
[2:22] We would reply to that email. Then, the next day after that, they would
have a blank or some method of gathering that asset. We’ve lost valuable time
there. Efficiency is just really important for us, in that sense, as well as most
companies.
Henrik: [2:38] What are the biggest challenges and successes the organization
has had with DAM?
Bjorn: [2:43] Which challenges that we’ve encountered? I’ll give you three main
ones that we came across. A big one was corporate buy in. I’ve seen their company
concerns. We’re owned by a larger firm that had a number of concerns.
Once we got it in place, it was managing expectations. Everybody wanted it.
People are clamoring to get to it. I’ll go back into those real briefly. [3:11] For the
corporate buy in, it was a challenge to get them to agree on spending money
outside of a budget cycle. We had a solution and we had problem to fix, but it
was nothing that we had planned far ahead. It came up that our current solution
wasn’t working, and we had a mandate from our CEO to go fix it.
[3:31] Getting the corporate buy in and getting that done and that leads into the
senior company concerns. We had to convince them that this was the right solution.
We were also faced with some other solutions that some of the other firms
in our group were using. That became quite a big sell project for our group.
[3:50] Managing the scope of it was key. We had a small pilot group that we
could roll out to. Now it’s turned into a much larger group. Now a lot of departments
are seeing an use for it. Managing those expectations is a challenge.
[4:06] As for our successes, I’m really pleased with the steering committee
packet we put together and the materials that they have at their disposal
through this project. Leveraging our vendor expertise was key. We partnered
with a great vendor. Cantor had professional services local to us, so it became
very easy for us to draw on those resources. They were a very close partner.
Their professional services team really helped us get to the next level with this.
[4:31] Finally for our successes, it was about celebrating the successes. We had
occasions to do so. The project came up during a global general managers’
meeting. All our global general managers were in San Francisco and complaining
about the lack of efficiency they were getting from our current solution,
which at the time was SharePoint. They wanted some other way of gathering
assets. That was the time that our CEO came to us.
[4:59] A year later we used that occasion to display what the solution was and
what we came up with. It was a great occasion to do so. Since then, we’ve had
other opportunities to tout our successes in that.
Henrik: [5:12] What advice would you like to share with DAM professionals and
people aspiring to become DAM professionals?
Bjorn: [5:16] For me this goes back to a bit of what I talked about at
Createasphere this year and what I hoped to get across there was no road
map for how to get into this. What were some key areas that really helped bring
me up to speed and bring us up to speed? Well, there was the LinkedIn group
that’s out there. There is that Digital Asset Managers group on LinkedIn, which
I found was a great location for talent and resources. [5:40] Other ways would
be engaging in DAM communities, podcasts and blogs like yours, Henrik, and
conferences. Those are great ways to find expertise. Why not learn from the
best? Why not take the people who are best in the field and draw on their intelligence?
That’s what we did there.
[5:57] Like I was saying before, leveraging the vendor was really helpful. If you’re
in a position where you can get vendor referrals who you can go out and speak
to, DAM managers at other firms that are similar to yours maybe not exactly,
but similar that’s really a big help. That was a help for us.
[6:13] As for becoming a professional, learn the software. Learn what’s out there
as far as the software offerings. Taking some time and digging deep into those
offerings is helpful. Learning taxonomy and metadata. They all have the core
commonalities, each of the software packages. To learn those essentials is really
important to being a DAM manager.
Henrik: [6:38] Thanks, Bjorn. For more on this on other Digital Asset
Management topics, log on to AnotherDAMblog.com. Another DAM Podcast
is available on Audioboom, iTunes and the Tech Podcast Network. If
you have any comments or questions, please feel free to email me at
AnotherDAMblog@gmail.com. Thanks again.


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