It can be challenging to get an entire organization on board with a new DAM platform. Most of us don’t love change in our routines or embrace it with open arms.
But as businesses race to produce more creative assets to get their brand’s message heard, digital asset management (DAM) software has emerged as the best platform to coordinate assets and ensure that an organization's brand is being presented correctly and consistently.
What can organizations do to not only get people using DAM, but build stickiness into the experience? Here are five steps to achieve strong user adoption for your new DAM software.
1. Build a Team of Cheerleaders
It’s always easier to accomplish a big task with a team than by yourself. Before deploying a DAM platform, create a project committee -- a DAM cheerleading squad of sorts -- to oversee how the software is implemented and adopted. For the most impact, include managers from different departments with a vested interest in the success of your DAM deployment.
Together, identify the metrics for measuring how the new system is being adopted and how successfully it is alleviating pain points. This means having a concrete set of goals from day one about the achievements you want and how to measure them.
2. Communicate Early and Often
To get people on board with a new system, you must effectively communicate the change. One form of communication doesn’t work, and one message alone won’t drive adoption. Take advantage of every channel your team uses -- email, the company intranet, employee portals, etc. Remind people that change is coming, and do so repeatedly in a concentrated effort.
Consider the Rule of Seven, one of the oldest concepts in marketing. It states that a prospective customer should see or hear your message at least seven times before they purchase your product. Apply this to your internal communication strategy for DAM. Start communicating with your team about the new DAM early, and repeat the message on all relevant platforms for the best results.
Approach your communication plan as an internal marketing campaign around the DAM deployment. The more entertaining and engaging your communications are, the better your team will respond to the new software. Don’t hesitate to get creative -- for example, create t-shirts for your team before rolling out the software. Or create a competition or game surrounding DAM adoption. Positive reinforcement works much better than negative reactions. Reward the individuals adopting DAM and make them role models for the whole team to follow.
It’s also important to present DAM as the best solution to an existing problem that everyone encounters and can relate to. This will drive more engagement than simply mandating that your whole team adopts the software because you said so.
3. Transitioning - Rip Off the Bandage or Take it Slow?
One approach to deploying DAM is to rip off the metaphorical “bandage” -- eliminate your existing system for managing assets and implement DAM in one fell swoop. It’s an effective strategy, but you may not end up with the happiest users. Still, replacing your existing system with a new DAM platform in one go is a good way to get everybody on the same page at the same time. To ensure success, make sure managers effectively communicate with their teams about expectations for the new platform.