7 Tactics to Drive DAM User Adoption
4 min read
Often, the greatest challenge with rolling out a digital asset management system (or any new software) is getting people to use it, yet a DAM implementation is infinitely more successful when people do. Building a user adoption strategy is key in driving system engagement and achieving significantly higher ROI on your DAM.
Whether you’re new to DAM or have had one for years, it’s never too late to start exercising user adoption strategies. Here are seven tips and tactics to consider if you’re looking to increase DAM user adoption and engagement with your system.
1. Implement a Communication Plan
Users tend to be more interested in new software if they believe it will make their day-to-day easier. With this in mind, it can be beneficial to build a communication plan that educates users on why the system is going to benefit them and create excitement.
The best practice is to span your communication plan from pre-launch through post-launch, in order to gain and maintain engagement throughout the roll-out. Some tactics to try are sharing system teasers during pre-launch, providing training material during launch, and releasing periodic system usage tips after the launch.
2. Establish Change Champions
A change champion helps motivate organizational change by leading their circle of co-workers toward understanding the system's benefits. These individuals can be appointed or volunteer for the position, and often come from any level within the organization.
Change champions act as a source of DAM wisdom by answering any user questions and ensuring each user is getting value out of the tool.
3. Plan a Soft Launch
A soft launch is a pre-release of the DAM given to a limited number of users. The primary goal of a soft launch is to gather user feedback on the system set-up and training methods – allowing you to make any necessary adjustments prior to the official system roll-out. After all, there’s no better expert on how a system should look and feel than the users themselves.
The best practice is to include power users in the soft launch – individuals who will be frequent users of the DAM and, typically, have a high permission level. Of course, if you have the capacity, include additional users as you wish.
4. Schedule Regular Training
Training is a driving force of system adoption because it provides users with the confidence, tools, and comfort they need to use the DAM. For the best results and to cater to differing learning styles, offer a combination of high-touch options, such as live system demos, as well as low-touch options, such as FAQ documents.
Training can be provided by MediaValet or created and led by your internal DAM team. Keep in mind that different user groups will require different levels of training, depending on their permissions or use case, and how frequently they’ll use the DAM.
5. Create a Go-To Resource Area
Even after training, many users will need documents to quickly reference best practices, step-by-step instructions, and company DAM guidelines. Create an area the users know they can go to find these additional resources. Typical material to store in a resource hub includes system training videos, FAQs, and system walk-through documents.
To create a space for your resource hub, you can leverage category access management within the DAM or simply create Branded Portals that are tailored to each user group type.
6. Review Ongoing User Feedback
Allowing users to voice their opinions – both positive and constructive – provides insight into their experience with the platform and how it can be improved. In addition, it provides users with a sense of ownership and ties to the system when you get them involved.
Eliciting user feedback can be a formal or informal process and should be exercised across each of your user groups for the most accurate results.
7. Continue Post-Launch Engagement
Even after your initial launch, it’s important to ensure that users continue to engage with the system. To maintain excitement, leverage various post-launch engagement tactics on a regular cadence. Some tried and true ideas include optional system demos, emails with system usage tips, and Q&A sessions.
While this list can give you a head start on improving user adoption, there are plenty of additional tactics you can implement, depending on your industry or use case. If you'd like help with building a customized user adoption strategy, your Customer Success Manager is always here and ready to help.