Frequently, digital asset managers face a large volume of information to organize in a new DAM, and they are
asked to formulate a date by when the project will be “done.” In her 2012 presentation at the Henry Stewart DAM
conference, Stacey McKeever addressed “the myth of done” as it relates to DAM. As she stated, “Part of Digital Asset
Management is managing expectations and explaining that while phases of the DAM (such as launch and sets) are
done, the DAM itself is a viable entity with no end.” Thus DAMs have a starting point, but never a day or time when they
are finished. You may choose to transfer digital assets from a current DAM to a new DAM – but even then, the assets
live on. DAMs are only done after your organization is folded into another and your DAM’s assets are absorbed into a
different digital archive.
There is no finish line for a DAM, but there is a starting point. Once your sources, storage, and final destinations
for assets have been charted for your organization’s present workflows (see Chapter 2), it’s time to start discussing how
different types of assets might be organized. In order to do this, decide which collections you plan to ingest first. There
are two paths that digital asset managers can take when building up their first blocks of content: the path of existing
content, and the path of workflows. While both methods of content ingestion/upload are important to building
a successful DAM, they differ substantially in their approaches. We will explore both below, starting with existing
content. In an ideal world, DAM teams would begin with enough staff to tackle both existing content and workflows
simultaneously, and they could launch their systems with both an archive of useful assets and the tools to walk them
through the blending of old and new content when they must add a new asset. (The actual process of creating and
accessing assets will be discussed in Chapter 7, while search strategies are further discussed in Chapters 8 and 9.)
Before you buy a DAM, it’s critical to decide which approach to a DAM launch you wish to take: workflows or
existing content. Often products excel at one or the other, and while you’ll need a system that provides good options
for both, determining your organization’s emphasis in system use will go a long way in determining which system
you purchase.
Frequently, digital asset managers face a large volume of information to organize in a new DAM, and they are
asked to formulate a date by when the project will be “done.” In her 2012 presentation at the Henry Stewart DAM
conference, Stacey McKeever addressed “the myth of done” as it relates to DAM. As she stated, “Part of Digital Asset
Management is managing expectations and explaining that while phases of the DAM (such as launch and sets) are
done, the DAM itself is a viable entity with no end.” Thus DAMs have a starting point, but never a day or time when they
are finished. You may choose to transfer digital assets from a current DAM to a new DAM – but even then, the assets
live on. DAMs are only done after your organization is folded into another and your DAM’s assets are absorbed into a
different digital archive.
There is no finish line for a DAM, but there is a starting point. Once your sources, storage, and final destinations
for assets have been charted for your organization’s present workflows (see Chapter 2), it’s time to start discussing how
different types of assets might be organized. In order to do this, decide which collections you plan to ingest first. There
are two paths that digital asset managers can take when building up their first blocks of content: the path of existing
content, and the path of workflows. While both methods of content ingestion/upload are important to building
a successful DAM, they differ substantially in their approaches. We will explore both below, starting with existing
content. In an ideal world, DAM teams would begin with enough staff to tackle both existing content and workflows
simultaneously, and they could launch their systems with both an archive of useful assets and the tools to walk them
through the blending of old and new content when they must add a new asset. (The actual process of creating and
accessing assets will be discussed in Chapter 7, while search strategies are further discussed in Chapters 8 and 9.)
Before you buy a DAM, it’s critical to decide which approach to a DAM launch you wish to take: workflows or
existing content. Often products excel at one or the other, and while you’ll need a system that provides good options
for both, determining your organization’s emphasis in system use will go a long way in determining which system
you purchase.
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