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Blog about Digital Asset Management

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How do people talk about DAM within an organization?

When discussing Digital Asset Management (DAM) within an organization, there are (at the very least) three different points of view. These perspectives often include the following:

  • Business
  • Creative
  • Technical

The business aspect is often the sponsor of the DAM. This perspective looks at:

  • Money (what is coming in and going out, even if the organization is non-profit)
  • Time (hopefully used wisely)
  • Delivering the product(s) and/or service(s) to clients

The technical group is often one of the facilitators of business, supporting the communication, creation and delivery of those products/services (more and more every day). The more technology is involved in acquiring/creating/delivering/selling those products/services, the more significant this technology point of view plays a role within the business. DAM has many technical facets (similar to an onion). The technical people need requirements, specifications, use cases, a realistic budget, schedule and the tools to make things happen.

The creative aspect is often another major facilitator of any business.  Creatives may be the creators of the end of products/services. Beyond simply making business “look good,” creatives can often bring clarity to the business vision and can make the message more user-friendly. Creatives are often one of the major users of DAM. A DAM helps an organization not only archive, but also search, find, use, reuse and re-purpose ideas. Many creatives often want to create anything they want, at any time, using any resources they can get their hands on and spend as long as they want on it.

Sounds simple, right? So, why is it so hard to talk about DAM, to be heard and understood within an organization?

This seems to happen often when people work…

  • within their own different silos
  • on a remote island, office or cubicle
  • in their own world
  • locked within their own comfort zone

Most of the time, all these points of view and people work for the same organization and have the same ultimate goal (often involving the realization, creation and/or delivery of the end products and/or services). Sometime this goal is not clear to everyone due to the lack of communication, specifically dialogue (not just monologue) between groups. This dialogue should be with other people who you do not often do not communicate with, but this will help share these perspectives across groups/departments. Break down the silos, egos and misconceptions. Stop throwing work over a real/virtual wall. Stop ignoring what happens before, during and after someone works on something. Stop hiding in your office, behind your email and/or IM. Most of your co-workers don’t bite. Neither should you. Leave your comfort zone and get a fresh look at what the other groups do to make things happen. Speak up.

Build a community with your organization. Everyone should be aware what happens before, during and after each role has done their part. Decision makers should talk to people who are in the trenches to get a real sense of what is going on within the organizations and what can be improved. Don’t take any group for granted. Document workflows based on real world use cases. Share these use cases and workflows openly within your organization. Bring up topics for improvement (or don’t expect things to change for the better). Be open to communication and candor. No one has all the answers. Listen.

How does your organization talk about DAM?


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Should organizations blog about their DAM?

I was asked by a few people if I thought it was good idea for their organization to blog about their DAM and even their DAM implementation. Now, the organization may be in various phases of their DAM. They may have several DAM Systems in a variety of place. They could be migrating from one DAM system to another (or consolidating several DAM systems into one). The organization could be in any variety of DAM phases from early research to system implementation to regular operations.

The short answer is yes.

The long answer you may face some challenges. Challenges such as convincing of the organization to have this external voice:  a blog (remember we are in the age of social media)

It is helps Public Relations.

It builds community

It could demonstrate how your organization:

  • Dealt with challenges
  • Recognizes successes
  • Shares its generosity with the community

10 Tips for Corporate Blogging


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How can I tie performance to DAM use?

Recently, a reader explained to me how they have half of their DAM users happily using the DAM, but asked how could they get the other half to use the DAM as well?

In  previous posts, I discussed how a DAM solution can report on just about every aspect of the its use and users and how to get more user adoption.

Let us assume we already have training with written documentation available for all users, followed by continued support by a DAM administrator and there is proven value for everyone to use the DAM solution. Mindsets are not easily changed nor are they quickly overcome unless you have reinforcement by peers to show there is a better, efficient and effective way of doing things within their organization when it comes to digital asset management. And why.

In these economic times, having more ways to measure performance in an objective way (rather than subjectively) can go beyond simply looking if a project was done:

  • On time (aka delivered on time)
  • On budget (aka completed within budget constraints)
  • On spec  (aka met all specifications)

It helps if projects are effectively planned and executed as well as efficiently done too. If a project does not meet this criteria, ask why and what can be done about it. Project managers should be proficient in doing this with any project and any team. It helps to  make sure everyone in a team is held accountable for their part of the plan (rather than have an individual who would rather be an island).

  • Feedback should be listened to
  • Trust should be synonymous

Now for another way to measure performance, assuming you have a DAM with searchable, valued assets and can produce reports from the DAM.

Use the reports to measure:

  1. Start with who is using the DAM and who is not? (once you know this, ask them why or why not. You may get useful feedback and find out who is a team player who wants to share rather than hide). Whether or not they are using the tools they are supplied with can be an objective measure of performance as long as they can find what they need.
  2. Who uses the DAM to find the most assets? (are they being recognized?)
  3. Who uploads/imports the most assets? (are they too being recognized?)
  4. Who downloads/exports the most assets for a given project? (yes, recognize them too. They are saving the organization money by reusing what your organization already has on hand)
  5. What assets are being used in a project? what percentage of the assets are reuses versus newly acquired/created assets?
  6. What are the most popular set of assets? What assets have the most reuse?

Let us know when you are ready for some vendor neutral consulting on Digital Asset Management.


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Another DAM Meetup group: DAM DC

With the help of David Lipsey, we have started the DAM DC Meetup group within the Washington DC area.

For those of you who have been looking for a DAM Meetup group involving those interested in Digital Asset Management (DAM) within the Washington DC area, here it is.

This involves:

  • DAM Professionals
  • People aspiring to become DAM Professionals
  • People interested in DAM
  • Especially people who were volunteered to be involved in DAM (there are a lot of you, I know)

DAM DC is organized by Henrik de Gyor (the blogger writing this post) and David Lipsey. Both are are passionate about DAM.

DAM DC is about:

  • Meeting in person (networking)
  • Having fun
  • Talking and sharing ideas with like-minded people involved in DAM
  • Bring awareness about Digital Asset Management
  • Connecting and educating the DAM Community (local and national)

We want to know what you want to hear about. Don’t be shy. You are not alone in the world of Digital Asset Management.  You are welcome in the DAM Community. Join. Talk. Share. Be inspired.

Have a DAM question or DAM problem? RSVP to the next upcoming DAM Meetup near you and bring it.

If you happen to be around the New York City area, check out NYC Digital Asset Managers Meetup Group.

If you happen to be around Southern California, check out Southern California Digital Asset Managers Meetup Group.

I try to visit all of these DAM Meetup groups personally, just to meet others interested in DAM.

So what are you waiting for? Join a DAM Meetup group near you, even if you just come a few times a year.

If you don’t have a DAM Meetup group near you, but you know of other DAM Community members in your area, create your own DAM Meetup group in your area.  If we can create a DAM Meetup, you can too.