How your DAM system stays alive within your organization

Digital Asset ManagementCustomer Relations

Aug. 19

Sebastiaan from Comrads on adoption, structure and how to keep people excited

"Implementing a DAM system is not just an IT project. It is an organizational project." Speaking is Sebastiaan from Comrads. From his years of experience implementing Digital Asset Management (DAM) at a variety of organizations - from Bidfood and Schiphol Airport to DierenLot and BrabantSport - he knows better than anyone else where things often go wrong. And especially: what you can do to make it a success.

We asked him about key lessons and insights around building a successful DAM program.

Technology is not the bottleneck

"Technology is rarely the problem," begins Sebastiaan. "Indeed, most organizations are immediately enthusiastic after implementation. They see how organized everything becomes, how much time it saves. But a few months later you suddenly notice that colleagues are saving files on their desktops again. Or that the old image bank is being used again. That's when your DAM program has to make a difference."

From enthusiasm to structural use

So what is a good DAM program? "It's about structurally securing adoption in your organization," Sebastiaan explains. "Not just in the project group or marketing department, but with all users. And that starts with good internal communication and smart choices during setup. Involve ambassadors from different departments, people who will carry the system. Make it accessible and logical for everyone who works with it."

Onboarding and repetition

"One of the most underrated parts is onboarding. New colleagues need to know right away: this is how we work with branded content. This is where you find the logo, this is how you work with templates, and this is where you always find the latest version. With many clients, we therefore integrate the DAM system into their onboarding process. But even after that, repetition is essential. We often recommend planning short refresh sessions after three or six months. No hours of training, but concrete tips, new features, or just a quick search for best practices together."

Smart structure keeps your system alive

DAM Keyword Framework — Read the blog: Developing keyword frameworks for DAM

"Another concern is the structure under your DAM. Your metadata and tagging are crucial. Without it, search quickly becomes guesswork again. In this blog, we explained how to set up a tactical keyword framework that works - and that you need to adjust regularly. Because your organization changes, your campaigns change, so your structure needs to change with it."

The power of small successes

According to Sebastiaan, the success of adoption is often in the details: "Let people experience that the system saves them time. For example, by smart templates that allow them to create a flyer or social post independently, completely on-brand. Or by the search function that does work. Once users notice that they are less dependent on others and get it done faster, then you have them."

Monitoring and improvement

Finally, he stresses the importance of insight: "Monitor what is and is not being used. Do you see a certain department falling back into old habits? Start the conversation. Often it is down to something small: they miss a certain format, or don't know how something works. If you pick that up structurally, you prevent your system from fragmenting."

Conclusion: the real work begins after going live

"Implementing a DAM system is the first step," concludes Sebastiaan. "But the real work starts after that. That's where the value is. As a Comrads client, would you like to spar about how to keep your DAM program alive and relevant? Get in touch with your regular contact person - we're happy to think with you.