Blog | August 14, 2014

5 Steps for Successful Company-Wide DAM Adoption

by Preeti Upadhyaya in Digital Asset Management

Strong user adoption of your digital asset management software is crucial for your company’s success, but it’s not always a walk in the park. To address this challenge, CMSWire, a widely read industry blog, recently asked Webdam CEO Jody Vandergriff to share her steps for achieving strong DAM adoption for your whole team. Read Jody’s full article on CMSWire here. Below, we’ve summarized Jody’s tips for driving a successful deployment and adoption of DAM software.

Start with a Project Committee

                          • Start this process with a project committee made up of individuals (managers, if possible) across different departments.
                          • Together, establish the metrics you’ll use to evaluate user adoption and how well the platform addresses your company’s pain points.

Get Creative with Communication

Spread the word about DAM

  • The Rule of Seven, an age-old marketing concept, says a prospective customer needs to see or hear your message at least seven times before buying your product. Apply this rule to your own team – communicate about the new DAM platform early, and repeat the message on different platforms often.
  • Make sure your messaging is concentrated, engaging and entertaining. Think of it as internal marketing – make t-shirts or hold a contest that rewards people based on DAM adoption. Positive reinforcement is key to success.

Transitioning – What’s Best For Your Team?

  • Team size, the complexity of your existing solution and your company resources will impact how you roll out a new DAM platform.
  • One approach is to “rip off the bandage” and replace your existing system with the new DAM in one fell swoop. Pros: Everyone will be on the same page at the same time. Cons: You may leave some team members frustrated.
  • Another tactic is to slowly phase in the DAM feature by feature. Pros: Users can adjust to a new platform at their own pace. Cons: People can simply ignore the new software.
  • If you’re struggling to wean users off the old system, lead by example. If you continue to receive emails with large file attachments, only respond using your new DAM platform. This will reinforce the message that DAM is valuable for your team and here to stay.

Analyze Data for Maximum ROI

Map metrics

  • Regularly follow the goals and metrics you and your project committee laid out from day one.
  • Staying on top of metrics is a team activity. The  process will be more digestible when everyone is keeping track of the numbers that matter most to their productivity.

Long Term Adoption Tactics

  • Sometimes even the most successful adoption rates fall off over time. If you want to keep up adoption in the long term, put yourself at the user level and study how your team is actually using the new DAM in their day to day tasks.
  • You should also take advantage of integration opportunities with other software like project management or creative platforms. Integrated systems are adopted more successfully and make products more sticky for users.

When you approach DAM deployment and adoption from a project management standpoint, with a group of stakeholders, concrete goals and measurable data, you’ll ensure that everyone on your team will make the most of the new software. To experience firsthand how DAM can streamline your team’s creative and marketing workflows, see a Webdam demo.