Henrik de Gyor: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Leah Carlson. Leah, how are you?
Leah Carlson: I’m great. How are you?
Henrik de Gyor: Great. Leah, how are you involved with Digital Asset Management?
Leah Carlson: I’ve been working with DAM for over six years. My first role in the field was with National Cattlemen’s Beef Association. I was responsible for application support and the IT department and I had the opportunity to roll out and manage DAM for the organization. And then two years ago, I took the role of Global Digital Content Manager at McCormick and here I get the opportunity to develop global content strategy, which means frameworks and best practices to promote synergy and consistency between our regional creative operations. And with that, I’m also responsible for our enterprise DAM and global content management strategy for our 30 plus consumer brands and our industrial flavor solutions organization. I am responsible for overseeing governance and roadmap for our assets and embedding that content management best practice into our region.
Henrik de Gyor: Leah, how does a global leader in flavor use Digital Asset Management?
Leah Carlson: McCormick uses the DAM as a global platform for all of the organization’s digital content, so photography, videos, brand guidelines, social content. It’s also our historical asset repository. We support the majority of all of our internal teams as well as our partners and agencies, including joint ventures and distributors. And, one of the cool ways that we use it is to better get our users to the latest content and information. We develop curated landing pages within the tool. In addition, we use our DAM to benchmark and measure digital performance by analyzing KPIs to drive efficiency and effectiveness within our content operations. So for example, this might look like optimizing our operations by shooting a video for one brand and then swapping products stills in simple elements to create content that work for the entire family of brands.
Henrik de Gyor: Leah, what are the biggest challenges and successes you’ve seen with Digital Asset Management?
Leah Carlson: One of the challenges that I’ve had for myself is that there’s no really one blueprint for marketing technology metadata since it’s such a new field. I find myself always trying to seek out the best practices and evolve our internal metadata to support the search and keep robust and rich information on the content for us to better connect with other tools and workflows within the organization. In addition, some of our various stakeholders obviously use a variety of tools to support their needs. And as you know at many others there’s always constant changes and the technology world. On the other hand, success is really seeing those downstream benefits to our pragmatic approach to solving these challenges. So for example here, one of the things that is so encouraging as when we receive great feedback that we have helped enable sales and marketing by serving up the right content and information at the right time and that has made their job easier and more efficient. And then
Henrik de Gyor: Leah, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?
Leah Carlson: For those considering the field, it’s really a collaborative and fun community. People help each other out and they share their information. So when you get into the field, you can learn from building these relationships and really taking those applied learnings and applying them into your own organization. The other thing that’s great about the DAM field is you get to wear many hats, so all in one day you may be a librarian, you might be designing user interfaces and you might be training and collaborating with different users and stakeholders. Also for other professionals in the field, one thing that I recently did was I took a formal change management training and those methodologies have been really an effective tool for me and assessing my stakeholder engagement, my project management, and my change management, which has enabled me to be more successful in the way that I roll out the various projects.
Henrik de Gyor: Great. Well thanks, Leah.
Leah Carlson: Thank you.
Henrik de Gyor: If you enjoy this and want to hear more about the Insight Exchange Network DAM Practitioners Summit happening in January 2020 in New York City along with a discount code, links to register and more details, visit the show notes at anotherdampodcast.com
If you are interested in attending the Insight Exchange Network’s DAM Practitioners Summit on January 30-31, 2020 in New York City, you can find more details here. Use the discount code M131ADC for a 15% discount on registration (applicable to the early bird pricing rates too).
Listen to Paul Garrisontalk about Digital Asset Management
Transcript:
Henrik de Gyor: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Paul Garrison. Paul, how are you?
Paul Garrison: I’m good, thank you. How are you?
Henrik de Gyor: Good. Paul, how are you involved with Digital Asset Management?
Paul Garrison: I’m currently a Digital Asset Management Supervisor for McCann World Group here in Detroit. Previously, I worked as an Account Manager for the Getty Images DAM product called Media Manager and I had several accounts throughout the Midwest. And then on a personal note, I’m also working towards my Master’s in Information and Library Science at Wayne State here in Detroit with an emphasis on digital content management. So my involvement goes a little bit deeper than my 9 to 5 job.
Henrik de Gyor: Paul, how does a marketing and advertising company use Digital Asset Management?
Paul Garrison: Well, we’re an agency and obviously in advertising, an agency creates campaigns and those campaigns create assets. We have an internal DAM system here for our in-process creative assets and this DAM holds our photoshoots and purchased stock images, things like that for our creative department to access and use.
Henrik de Gyor: Paul, what are the biggest challenges and successes you’ve seen with Digital Asset Management?
Paul Garrison: Yeah, there are several challenges I’d like to talk about. The biggest of which that I’ve seen is migrating an existing system to a new platform. I’ve been involved in this a few times and the big underlying question is who is making the choice of which system to purchase and how are they deciding that. There are so many systems available now and how do you discover which is best for your installation? That’s frustrating to go down this path and then later discover that the specific features you highlighted or needed in your RFP are weak or not offered at all. So do you backtrack at that point or are you financially committed and have to go with what you have?
Paul Garrison: Another challenge is having serious competent people working on the system. Quality metadata is so mandatory and the saying ‘garbage in, garbage out’ is so true in DAM. Metadata differentiates the assets. So if you just tag 100 assets with all the same information, how can you find the one asset that you need? So often just the minimum information is provided and this does a disservice to users of the community. Another challenge is system adoption by end-users. Often, development is focused on what the developers can do or think is best and this does not always coordinate with what the end-user community understands or can navigate. It really benefits the whole system to engage the end-user before or during development to make sure that what you are building is compatible to their thinking. And so surveys, interviews, and focus groups will to better understand the user’s mindset and to build towards that as much as possible. The user also has to understand that the DAM is not Google. So there is training that is necessary to properly and successfully use the system without frustration.
Paul Garrison: And the last challenge that I’d like to mention is governance. There needs to be someone monitoring this site, especially an enterprise site to make sure that the information is clean in quality. Someone to uphold best practices and train when necessary to make sure the sites succeeds. That person must have the backing of a corporate champion as governance flows from the top down and without backing it is very difficult to enforce the necessary rules for the site.
Paul Garrison: Successes… I would like to say that I’m very interested in reporting and analysis and we monitor our KPIs to see if any trends are happening month to month on the site, either good or bad and we’ve noticed a surge in certain product images and since then we’ve gone farther to increase their availability, especially in domestic and global dealer markets to maximize their usage. That particular classification of images now our second most popular on a site that has over a half a million downloads a year, so paying attention to what works or doesn’t has been very helpful and for those looking to develop a DAM, involve with an professional from the start. This is not work for an administrative assistant to do in their free time. Someone knowledgeable about library science, assets and taxonomy who can work with the departments of the organization to understand their pain points and gather their feedback to build into the system. You need someone to spearhead the project and work with IT to make sure all the technological aspects are covered. Picking a system is difficult and working your way through all the RFPs, demos and sales pitches. It takes understanding and knowledge. You have to do your homework to begin on having successful footing.
Henrik de Gyor: Paul, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?
Paul Garrison: Sure. As a wrapped up in the daily work as we all get, it’s always key to consider the end-user of the system. Is Your taxonomy consistent with their jargon? Can they find the great assets that you just uploaded for their sales push? Do they understand the layout of the interface and how to use the facets to search and filter? Talk to them when you can and listen to their comments, successes and failures. I like to make job aids [brief task-specific PDFs] for issues that come to my attention. If one person is having difficulty, I’m sure there are many other silent ones who are as well. I tried to distribute them [PDF job aids] when possible or at least have them easily available to send out with an email. This gives the issue a visual and walks the user through it step by step for potential DAM professionals.
Paul Garrison: I personally have a lot of patience. Patience for users who contact me and for the system that typically will hiccup just when you don’t want it to. I have attention to detail, obsessively so, and that makes me want to do it right the first time and not to cut corners. I’ve learned a lot going back to library school, even with 15 years of DAM experience, many existing resources have been brought to my attention. Things like the Library of Congresssubject lists, the MARC standards and these resources that standardize values across many mediums. If you plan to eventually work and integrate with other systems, these resources are important to know and to utilize. And lastly, I know myself and what makes me tick and I enjoy this work. It will bore some people and drive other people crazy, but I enjoy this work and seeing the results by analyzing reports from the system and I track it year over year for performance.
If you are interested in attending the Insight Exchange Network’s DAM Practitioners Summit on January 30-31, 2020 in New York City, you can find more details here. Use the discount code M131ADC for a 15% discount on registration (applicable to the early bird pricing rates too).
Listen to Meredith Reese talk about Digital Asset Management
Transcript:
Henrik: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today, I am speaking with Meredith Reese.
Meredith, how are you?
Meredith: I’m good, thanks for having me.
Henrik: Meredith, how are you involved with Digital Asset Management?
Meredith: I’m the Digital Asset Manager for the Los Angeles Philharmonic Association. I’ve been here for now just about a year. We implemented a brand new DAM right when I started and it’s been fantastic so far.
Henrik: Meredith, how does one of the world’s top orchestras use Digital Asset Management?
Meredith: They use it for just about everything you can think of. I personally sit in the archives department where I’m responsible for preserving all LA Phil historical records and serving requests both internally within the association and for outside users. But we also maintain a complete audio and video archive for our orchestra members to review. So we’re currently using our Digital Asset Management system, not just for historical purposes and research of all types of assets, but also for the orchestra themselves, which makes us pretty unique as far as orchestras go. And then we also support all of the affiliate groups that help out the orchestra. And we’re a nonprofit organization, I should mention. So we have a lot of volunteers, but we do have a full-time staff within the association that is responsible for all the administration of the LA Phil, planning the season, executing the season. So we have a full-time production staff who works directly with the orchestra and our music directors.
Meredith: We have a full artistic planning staff who actually programs the seasons and we have a marketing team within who does both digital and physical marketing. And really all of those groups are constantly creating assets all the time. And they’ve seen all their assets grow just within the last five years. And also as part of the archives, we manage a museum. We managed the Hollywood Bowl Museum at the Hollywood Bowl. The LA Phil has two homes. We have the iconic Walt Disney Concert Hall in downtown LA, designed by Frank Gehry. And then we have the Hollywood Bowl. There is a lot of history to that performance as well. That’s not just, you know, classical music, but, all the pop programming that we do throughout the year. So we’re responsible for exhibiting in that space. At the Hollywood Bowl Museum and then we have a couple of spaces in the Walt Disney concert hall as well. So all of the assets that are being created by the organization are being used and shared and reused on a regular basis. It’s actually surprising that they didn’t have the Digital Asset Management system until now.
Henrik: Meredith, What are the biggest challenges and successes you’ve seen with Digital Asset Management?
Meredith: In general or here at the Phil[harmonic]?
Henrik: Either. Or both.
Meredith: Either? I would say here at the Phil, it’s been, We’re a small nonprofit on team, but we’re still people who work within those silos. That’s actually been quite surprising to me that there’s not more interaction or collaboration the teams, but that’s starting to change the culture. Starting to be more open, more transparent its definitely, our programming is a lot more dynamic. It’s not just your traditional classical shows anymore. There’s constant overlap. When our music director, Gustavo Dudamel performed elsewhere, also conducts other orchestras, but as well as his collaborations that he does here at the Walt Disney concert hall or at the [Hollywood] Bowl. And so it’s really gotten, people into more of the spirit of collaboration, but they still have a hard grasp on their assets. You know, who owns what, who can see what, who can share. And as they start to get more use of digital asset management system and we’re used to being able to search those assets, they realize first of all that metadata is really important.
Meredith: Making their stuff searchable and, especially information around rights, how they can use these assets, how they can reuse these assets. They’re starting to get more comfortable with that process and the silos are starting to break down little by little. We haven’t definitely a new collaborative spirit around here, but it’s just starting. I think we’re just barely scratching the surface and our DAM tool really does sit as the tool to help that along. So my challenge is really change management challenges, making sure that people are comfortable with the system that’s working for them as well as, how we can innovate later on. That’s I mean innovation is a huge challenge with DAM in general, but it’s something that I believe strongly in, you know, that we have to keep, you know, making this tool better and better and meet the needs, not just why we got the tool in the first place, which was really just to solve the influx of digital assets that are here, the association, but really think about, you know, what are we going to be dealing with in the future?
Meredith: What type of assets are we going to be seeing from both a technological standpoint and being able to describe them with good metadata and being able just to share them with the best way to share our information. We’re going to be seeing a lot more audio and video content is my guess and we’re going to be seeing a lot more data around that content. That’s going to be really important and we’re also going to have to open our doors to the general public. We’ve got a lot of demand to make audio recordings available to researchers and just music enthusiasts. So we’ll see if we can meet that demand too. That’s on the horizon. Launching a DAM system that the musicians could access as a pretty big success that just happen. So having a team of orchestra, you know, full-time world-class musicians that rarely really interact with the administrative folks and now they’re working in one system is pretty amazing. That definitely has broken down the two biggest silos here in the association and that took a lot of planning just to roll that out, to configure it correctly. I mean, streaming audio from a DAM system. Our DAM is off the shelf. You know we have a software as a service model. So technologically it wasn’t that challenging, but getting people comfortable, training them, making sure that it would meet the needs and that it was compliant with our union contracts and how we treat the musicians. How musicians treat restoration was really, really important. And we’ve got more on the horizon. Another big plan that we’re rolling out is a project management tool to sit within our DAM that will help the marketing group, basically, bring assets in and organize them and share them in a more streamlined way. And it’s also gonna help with scheduling our entire orchestra season.
Meredith: I come from the entertainment industry and so I’m used to TV seasons and film schedules and tentpole projects. And so working with an orchestra, it’s really all about the concert season for that year. And LA Phil is demanding, we have two seasons, we have the winter season and the summer season at the Bowl. And so being able to schedule that and make sure everybody’s slotted in the right space is a day to day. yeah, it’s just taxing on so many people. So we’re trying to move those processes internally and really associate them to all of the content that people are making along with the performances. Our whole taxonomy, if I can dive into the metadata kind of Geeky side of what I do is based off of performances. We have a hierarchy that’s based on the season. And then the locations that are venues and then the performance dates and then all of the works associated to that date.
Meredith: And we work directly with our music librarians who actually prepare the music for every single performance that the orchestra does. And then we have guest artists come in and that has its own challenges too. Yeah, it’s all built on the back of how the season is scheduled. So we really needed a system that would address that. And so we’re calling it project management, but really it’s project management and plus scheduling plus asset wrangling plus work in progress collaboration all under one system. It’s going to give our users that one stop shopping experience that I think most people are looking for
Henrik: Meredith, what advice would you like to share with DAM professionals and people aspiring to become DAM professionals?
Meredith: I would say just get as much experience as you possibly can and don’t be afraid to take risks and don’t be afraid to try new things and all of your failures are going to be just as valuable learning opportunities as your successes. My past experience definitely taught me that. And so I entered in the LA Phil. I was, you know, just about prepared for anything. And so it’s been nice that I haven’t, you know, had to have as many struggles in previous places and the adoption process has been really, really smooth so far, but I would definitely inspire people to keep at it and be persistent and try new things and dive into your metadata and your data models and really understand them. I think the biggest skills I’m seeing for DAM professionals, you know, are really those that match a data scientist, you know, the analyzing and the ability to, you really get down to good, you know, data model building and good taxonomy structures and, you know, really rich metadata and how that’s mapped, how that all fits together. But then being able to, you know, explain that to all your general users. And I think that’s the biggest skill someone can bring to DAM today.
Listen to Kristine Petermann talk about Digital Asset Management
Transcript:
Henrik de Gyor: This is Another DAM Podcast about Digital Asset Management. I’m Henrik de Gyor. Today I’m speaking with Kristine Petermann. Kristine, how are you?
Kristine Petermann: I’m good. How are you?
Henrik: Great. Kristine, how are you involved with Digital Asset Management?
Kristine: So I am currently a digital asset manager with the company called Innocean out in Huntington Beach, California. We work with an auto company called Hyundai and I am in charge of running their asset management site here.
Henrik: Kristine, how does global marketing communications of an auto company use digital asset management?
Kristine: So we use it to basically hold our content that we create for our auto campaign. So we create images like still images, photography files, CG assets, CG images, and we have to have a way to store that… those images somewhere. So we create a DAM site to store that content so other users outside of our company can come in and potentially look at those images and see if they want to use it for their part of their campaign.
Henrik: Kristine, what are the biggest challenges and successes you’ve seen with digital asset management?
Kristine: Biggest challenge would probably be usage rights. Making sure that all users understand what they are grabbing, what the usage rights for that particular image is, and if they’re going to use it properly. And I think having a DAM site has succeeded in that. So you have people looking at metadata through the asset management site to see, okay, can we actually use this image for our purposes? Or is this purely for social media only and we can’t use it for something for like a print ad. Success is more people understanding what metadata is and understanding what usage rights of an image is.
Henrik: What advice would you like to share with DAM professionals and people aspiring to become DAM professionals?
Kristine: DAM is very important for any company that creates content. You have so many internal users as well as external users that want to use your content. So you need to have a location, a repository to house that content that you are creating. You need to have a good DAM site to share your content whether it’s a person who is internal or an external user.
Metadata is very important. Knowing what the metadata is, whether it’s still asset or a video asset, knowing who created that asset, knowing what the usage rights is and any particular product information, especially if it’s a vehicle or say a consumer product, you need to know exactly what that product is so internal and external users can actually do keyword searches and search by that on your DAM system.
