Another DAM Podcast

Audio about Digital Asset Management


Leave a comment

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.

 


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.


Leave a comment

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.