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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.

 


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Another DAM Podcast interview with Rob Schuman on Digital Asset Management

Rob Schuman 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 Rob Schuman.
Rob, how are you?

Rob Schuman: [0:10] Great.

Henrik: [0:11] Rob, how are you involved with Digital Asset Management?

Rob: [0:14] Well, I got involved about 12 years ago, which was early for Digital Asset Management. Right now, I’m a general consultant. I help people organize, choose vendors, and help them implement the big change management that comes along with any DAM system. Also, advise people on technical issues of how to set up a DAM system that works well for everyone.

[0:39] Back when I was at Sesame Workshop, which was then called Children’s Television Workshop, the Sesame Street producers asked me if there was any way they could view their library without having to go up to the library and pull cassettes and cue up cassettes and all of that. The executive producers had a problem that they were reusing the same clips over and over and over again because those were the ones that people knew in their heads, while clips that were just as good were sitting in the library idle because no one wanted to take the time to go and find them.

[1:13] We said we’d do what we could, and about a year later, we developed one of the first DAM systems for video and television. It was very early in the DAM marketplace, and we believed it was the first or one of the first video Digital Asset Management systems. It was completely homegrown. We had any number of metadata fields and attached them to both proxy video and broadcast-quality video.

[1:41] We also were one of the first to include DAM as part of their workflow. It made producing the show so much easier, got them to do segments, have the segments approved by the producer, then get them right down into the edit room to complete them. I worked for Merck, the drug manufacturing company, and right now, I’m at the New York City Ballet. I call myself “content agnostic” because ultimately every company has their content professionals.

[2:11] They don’t need me to produce content for them. They need me to organize that content and make sure everybody has access to it and make sure that their workflows are automated. They don’t really need another person on content. Really, assets are assets, whether they’re talking about drugs, dance, or Sesame Street. I laugh that I worked for Sesame Street and Dow Jones, and the work is basically the same.

Henrik: [2:45] Organizing information?

Rob: [2:46] Yup, and making sure they can find it.

Henrik: [2:49] Yeah, very key. How does an organization focused on ballet use Digital Asset Management?

Rob: [2:56] Unlike music where there’s a score, dance is really a visual medium. Back in the mid 1980s, somebody had the idea of taking a VHS camcorder and sticking it up on the front of the balcony and taping the ballets. That stayed on VHS for a very long time, updated a little bit when camcorders became digital. They have a library of about 2, 500 or more performances.

[3:26] They have some rehearsals. It’s all on VHS tape. They got a grant from a government group called “Saving America’s Treasures” to try to rescue these. The New York City Ballet has this school so that the students could study choreographers like Balanchine or Jerome Robbins. What they’ve done is built their own Digital Asset Management in just stations.

[3:53] Right now, the theater has been redone with high-definition control room and high-definition cameras. All of the ballets or most of them are recorded as files, which we then add a whole lot of metadata to and put into their asset management system for anyone to find. You can look by choreographer by, of course, the date, and the musical piece.

[4:20] You can look at, “Let’s see all the variations of ‘The Nutcracker'” or “Let’s compare this choreographer’s version to that choreographer’s version.” They’re just starting to get to the launch of this. They want to put a computer and monitor in every dance studio that they’ve got. They have, I think, nine of them, including the ones from the school, so that they can work with the students and show them exactly how it’s done. Video is the only way to capture a live performance, and that’s what they do.

Henrik: [4:50] That’s great. Rob, what are the biggest challenges and successes you’ve seen with Digital Asset Management?

Rob: [4:57] The biggest challenge is the one that almost everybody faces. People think it’s choosing a DAM system or the technology you use or the metadata schema that you use, but really, it’s making sure that your customers are happy that there’s an acceptance of workflow changes. I’ve worked at places with both.

[5:18] At Sesame Street, we never really launched the DAM system, because by the time it came for the date to launch it, everybody had it. People saw it in beta and said, “I need this. I don’t care that it’s not ready. I don’t care, I’ll report bugs, but I want to use this.” That was a big success.

[5:37] At a big company like Merck, management came down and said, “We’re going to use this Digital Asset Management system,” and there was so much resistance. People were just tossing assets in there. There was a lot of metadata management that had to go followed up and a lot of wasted time, effort and energy that if you start with getting the folks enthusiastic, and if you get as close to their current workflows as possible and come in with the attitude that this is not something that management is demanding.

[6:12] This is something that will make your work easier and make you more productive. One example of that, again going back to Sesame Street, one day a woman came into my office in tears because she realized that the DAM system would be down over the weekend for some maintenance. She needed to get something done by Monday or her boss was going to be very angry with her, and she was just so afraid of that.

[6:39] I told her I would talk to her boss and smooth things out, but we still needed to maintain the system. But later, it occurred to me that that’s exactly how a successful DAM should be working. You should be upset if you can’t use it or if the system goes down, because it’s so critical to your work.

[6:58] Some more successfully than others tried to get across that being enthusiastic about the DAM and getting people on your side early in the game is the most important thing. The usual challenge, which is getting people on board and making sure that everything works, technology is changing so rapidly. One of the biggest challenges in DAM right now is the user interfaces.

[7:28] A lot of the systems that I’ve seen are really great on the back end, but forget that there are people on the front end who really need to be coaxed along, just throwing up a series of fields for them to fill in this form. It doesn’t help unless there’s a counteraction of, well, instead of having to write this on paper, or I can find stuff later if I put metadata on it now. Of course, there’s always the ‘metadata policeman’ who has to go in and look at everything going into the system.

Henrik: [8:01] We’re all familiar with those [laughs] , since we do those tasks regularly or we have in the past.

Rob: [8:08] One thing I did at Merck was I put a sign on my cubicle there that said, I thought “DAM” was too violent a word, even though we all like using it. I said this was “Marketing Operations Management,” and I thought “MOM”. Let’s call it the “MOM” system.

Henrik: [8:28] Rob, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?

Rob: [8:33] Basically, the only real advice I can give is to go for it. It’s a young and growing area of computer and personal information and marketing information. I’d say study what you can. Ask questions. Learn about metadata. Learn from others. Go to the DAM meet-up to meet people and find out what they’re doing. Then, if you can, get the exposure to a DAM system.

[9:04] You don’t really need to go back to school for a full library degree to understand basic metadata. There’s a need for entry-level people to actually be the ‘metadata policemen’ and enter things into the DAM system. Generally, the person who is in charge of it doesn’t really have the time, particularly for the large systems, to go over what’s going in, to be the ‘metadata police’, so to speak, and make sure that the DAM system is loaded with all of the proper information.

[9:35] I used to advise television people, “Just go and get the exposure to it and show that you’re interested. Volunteer to do some stuff. Sure enough, when they need somebody, they’re going to turn to you, or somebody else is going to need somebody, they’re going to turn to you and get you started at a career.”

Henrik: [9:54] Well, thanks Rob.

Rob: [9:55] Rob: You’re welcome.

Henrik: [9:56] For more on this and other Digital Asset Management topics, go to anotherdamblog.com. Another DAM Podcast.com 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 Carol Thomas-Knipes on Digital Asset Management

 

Here are the questions asked:

  • How are you involved with Digital Asset Management?
  • How does a health care organization use Digital Asset Management?
  • What advice would you like to share with 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 Carol
Thomas Knipes.
Carol, how are you?
Carol Thomas Knipes: [0:10] I’m doing great. Thank you, Henrik.
Henrik: [0:12] Good. Carol, how are you involved with Digital Asset
Management?
Carol: [0:15] I’m the administrator of the Digital Asset Management System for
a pharmaceutical agency. Essentially, what that means, I administer but I also
design the workflows around that system, and other digital kind of creative
technology that we have going on at the agency.

[0:33] I not only administer the DAM, I’m also in the situation where I drive the workflows that work with the DAM. So I try to have a more unified digital system that we have here. I administer it, everything down to creating folder structures, the actual system stuff, the
actual server set up, dealing with server updates, any of those issues.
[0:58] Actually banging in there, going command line, and doing a lot of that
stuff. All the way to creating taxonomies and dealing with metadata. Then the
process and workflows around that.
Henrik: [1:10] How does a healthcare organization use Digital Asset
Management?
Carol: [1:15] For us, it’s this two fold thing. It originally was purchased for two
primary reasons. The first one, was to control licensing that we had on a lot of
images that we get by stock houses that have really specific licensing. Especially
as a health care agency, when we’re releasing files and working with files,
making sure that rights managed art is licensed properly and isn’t used when
it’s not, is particularly important.

[1:45] But also, it serves to actually give us an organizational structure, to be able to be a lot more efficient. It broke down the divisions within different departments. Particularly between production and creative. For us to be able to actually have files moved through the various departments very seamlessly without duplication, ensuring that there are checks and balances for things like art and art licensing, art done at multiple stages.
[2:15] Because of the way the DAM works, it kind of works both as an efficiency
tool and as an asset management tool.
Henrik: [2:22] All very important, thanks. What advice would you like to share
with DAM professionals and people aspiring to become DAM professionals?
Carol: [2:29] The landscape, at the moment, appears to be shifting a little bit.
I recently went to Henry Stuart, and found out what was going on there. There
seemed to be a lot of things going on at the moment, trying to combine multiple
types of systems, like CRM with DAM with document management. All sorts
of things. The biggest thing is, you have to keep up on what’s going on, without
letting it spiral you into a tailspin of drastically changing what you have. [3:00]
You have to both have the bird’s eye view of what’s going on in your organization,
and how the DAM can help what they’re doing. If you see things along
the way that could help, great. But also realize that everything is changing so
quickly, by the time you go through the processes in your organization to get
buy in on a particular type of technology, it frankly might be out of date. So it
really is a matter of taking a look, picking and choosing your battles as to what
you’re going to do.
[3:30] Then if you’ve got a big enterprise DAM system, try your hardest to find
your change champions and try to find a way to integrate as much of the organization’s
other systems into the workflow dealing with the DAM. Because if you
do that, you’ll not only have a better impression of your DAM, better buy in. But
you also will definitely have a more connected, unified system that you can use
for multiple purposes.
[3:55] That really is it. Keep your eyes open, but also be realistic about what you
really need. Some people call it “shiny ball syndrome”. Don’t look at the pretty
new thing thinking you have to get it. You’ve got to think about what is going to
help your organization.
Henrik: [4:12] Thanks, Carol.
Carol: [4:14] You’re welcome.
Henrik: [4:17] For more on Digital Asset Management, log onto
AnotherDAMblog.com. Another DAM Podcast is available on Audioboom,
Blubrry, iTunes and the Tech Podcast Network. 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.