From knowledge to information to metadata in your DAM, the role of the librarian is often neglected. Our two experts will give you examples of why librarians are important to your DAM and your organization. We will look at differing non-profit and for-profit perspectives on the role of the librarian.

1. The Role of Librarians in DAM and
Your Organization
Chris Orr
Information Services Manager
UC Office of the President
Chris.Orr@ucop.edu

2. A story of transformation
February 22, 2012 Librarians and DAM

3. February 22, 2012 Librarians and DAM

4. February 22, 2012 Librarians and DAM

5. My story of transformation
February 22, 2012 Librarians and DAM

6. S. R. Ranganathan’s five laws of libraries (1931):
1. Books are for use
2. Every reader his/her book
3. Every book its reader
4. Save the time of the reader
5. The library is a growing organism
February 22, 2012 Librarians and DAM

7. Transform these laws to DAM:
1. Digital assets are for use
2. Every user his/her asset
3. Every asset its user
4. Save the time of the user
5. The DAM system is a growing organism
February 22, 2012 Librarians and DAM

8. Librarians know content
Librarians know humans
Librarians know systems
February 22, 2012 Librarians and DAM

9. Librarian skills = Librarian roles
Taxonomy and content tagging
Search, retrieval, delivery
Information governance across an organization
Content life cycle management
End-user training
Licensing and copyright
February 22, 2012 Librarians and DAM

10. My DAM librarian job titles:
Information Specialist
Visual Assets Archivist
Digital Archivist
Media Asset Manager
Information Systems Manager
February 22, 2012 Librarians and DAM

11. Other DAM librarians and their titles:
Sharlene Siegel, Yahoo: Digital Asset Administrator
in Marketing Operations
Sarah Cervinski, UbiSoft: Digital Asset
Administrator in IT
Jodi Levin, Autodesk: Digital Asset Manager in
Marketing Intelligence Operations
Kathleen Cameron, University of California: Digital
Content Developer in the UCSF Library
February 22, 2012 Librarians and DAM

12. “No one else is better equipped to customize user
interfaces to meet user needs. No one else speaks
‘federated,’ ‘hierarchical’ or ‘faceted’ as well as a
librarian.”
-Sharlene Siegel, Yahoo
Digital Asset Administrator in
Marketing Operations
February 22, 2012 Librarians and DAM

13. A notion of “content curation”
“Librarians are well suited to content curation
because they possess skills related not only to
labeling and organization, but also, in their
reference role, to understanding the information
needs of their constituencies.”
-Seth Earley, SLA Information Outlook, V15, December 2011
February 22, 2012 Librarians and DAM

14. “Lots of people just don't have the kind of
‘organized’ brain needed to ensure consistency,
intelligent rule application (vs. data entry!),
and quality control.… Let's face it, do your
creatives, marketing folks, producers or web
developers want to spend even five minutes a
week doing this stuff?”
-Sharlene Siegel, Yahoo
Digital Asset Administrator in
Marketing Operations
February 22, 2012 Librarians and DAM

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16. February 22, 2012 Librarians and DAM

17. What’s wrong with these job descriptions? After
all, they describe librarians perfectly…
Marvel Comics:
Undergraduate degree. Experience in cataloguing, metadata definition and data
management. Experience in managing, testing and implementing content databases.
Experience with Adobe Creative Suite, Oracle, Macintosh operating system, Quark,
Stellent Enterprise Content Management System.
Pearson
Some college or two years working in Digital Asset Management or as a librarian.
Knowledge of disaster recovery procedures and concepts and data replication.
Knowledge of and familiarity with archiving fundamentals - indexing, organization,
protection techniques, preservation. Able to learn how to use emerging and new
technologies.
February 22, 2012 Librarians and DAM

18. Apple
Undergraduate degree or equivalent. Minimum of five years experience setting up and
managing digital asset management systems …. The internal Marketing
Communications/Graphic Design department at Apple is recruiting an experienced
Digital Asset Librarian. The department maintains over one-half-million long-term
image assets, and generates thousands of images per month….The Librarian’s duties
include setting up asset catalogs and systems, organizing large volumes of rapidly
changing images, creating and enforcing naming taxonomies and schema, tagging files
with relevant and accurate metadata, insuring dependable and rapid worldwide
distribution to hundreds of users 24 hours a day/7 days a week, creating
documentation, defining image workflow, and training users.
Constellation Wines
Bachelor’s degree and 3 to 5 years of relevant experience …. As the Associate Digital Asset
Manager, you'll report to the Director of Digital Marketing …and manage the new
digital asset management (DAM) system and also help establish the foundation for a
global Enterprise Content Management (ECM) solution….You will ensure all marketing
assets are adequately incorporated and maintained in the DAM system to improve
efficiency and speed in asset creation and usage, permissions, licensing, etc. and
facilitate and oversee the agency responsible for gathering assets for integration into
the DAM system as well as preserve, archive and purge files .
February 22, 2012 Librarians and DAM

19. Transform the DAM role
Librarians are professionals
Librarians have Masters degrees
February 22, 2012 Librarians and DAM

20. Take care of your DAM librarian
Executive-level buy-in for DAM
Communication support: especially for change
management
IT support: hardware, software, SQL, SharePoint,
Crystal, Adobe CS…
Project management support
Professional development: association membership
and participation, conferences
February 22, 2012 Librarians and DAM

21. Thank you!
Chris Orr
Chris.Orr@ucop.edu
LinkedIn
http://www.linkedin.com/in/modlib
February 22, 2012 Librarians and DAM