Corporate Communication

This never became more apparent than at this year's Digital Signage Expo. What once appeared to be a very siloed industry has now had walls knocked down. We have media and digital signage providers interacting. Competitors are even commenting on each other's blogs and referencing each other's content. This is sort of a Kumbaya / watershed moment for the industry.

This is what social media is all about. Not only extending the reach of our content but also creating new avenues of sharing this content. And because the industry is still very much in its infancy, we are primed to use social media as valued vehicles.

Blogs. Twitter. Facebook. Foursquare. They are all in play and were all used in coordination for the first time at DSE. All you have to do is check out the Twitter hash tag #dse2010 to see not only volumes of content but the QUALITY of content. (Adrian Cotteril of DailyDOOH mentioned this in a blog comment in one of my earlier posts.)

I hope to see the industry continue to improve communication and collaboration at these events. It can only help further educate audiences on digital signage.
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photo by LadyDragonFlyCC

There have have been a few mixed reviews on last week's Digital Signage Expo. From what I can tell though, none of these blog posts have been from actual Expo exhibitors (if I'm wrong, point out exhibitor posts to me please). The comments seem to have been come from attendees or media guests. Now this isn't to undervalue their opinion, but more so provide some thoughts from someone who was there as an exhibitor.

The consensus seems to be that there was too much focus on digital signage hardware and software providers and not enough on content, strategy or integration. If that was the case, then don't fault those who were there - fault those who weren't.

Companies like MediaTile and their employees put in a lot of hard work to put on a good show. From setup, through the days of exhibiting, on through tear-down, it shows a bit commitment to the industry to take part. Even at a mixer held by The Preset Group, there's tremendous camaraderie between even so-called competitors.

This year I had the chance to lead two lunch and learns on digital signage and corporate communications. Very little of the conversation was about hardware or software, and we talked mostly about content and deployment strategies. Maybe those are critical of the show missed out on the best part - a variety of attendees and exhibitors having real conversations about the digital signage industry. I think the Expo lunch and learns were a success and a huge step forward.

I compare my experience two years ago when the event was held at Mandalay Bay to now, and he show is truly light years ahead of where it was. Exhibitors are more professional and attendees are more prepared.

No show is going to be perfect, but it's so easy to focus on what wasn't there. Instead, let's talk about what was there. In my limited time of being able to walk around, I saw a lot of dedicated individuals and companies working hard for the industry.

If there are people or perspectives NOT at the show, let's get them there. We need to show to only get better and stronger.

I didn't attend Digital Signage Expo in 2009 but I was here back in 2008. It's amazing how much the show has changed AND improved in those two years. Exhibitors are more prepared and, most importantly, attendees are much more educated.

I had a great time leading the Corporate Communication Lunch & Learn and I hope the attendees got more out of it than a boxed lunch (though it was pretty tasty). What I enjoyed was that it wasn't just corp comm pros who attended. There were IT professionals, purchasing representatives and general managers there just hoping to learn how to best implement the technology at their companies to help with communications. We even had some university representation, which was great.

One of the highlights was having the chance to finally meet Mark Allen from The Marlin Company. Sure we could be labeled competitors but we are both out there trying to educate everyone on the benefits of digital signage and employee communications. And because of that, we are each others #1 fan.

And I think our booth (#1427) looks awesome. When many other companies' booths (which do look nice) look very industrial while ours is very natural - all natural wood and technology. It looks great. We've been blessed to be joined in our booth by representatives from Sprint and iPOWOW!. They've been a huge help during the show.

I hope everybody has a second day that was as good or better than the first.

And I learned it all from my online mistress. . . Twitter. 

I didn't get into Vegas until mid-day yesterday and didn't attend any of the Tuesday Digital Signage Expo events. But thanks to Twitter and those who did tweeted their comments, I followed the #dse2010 hash tag to see what was going on.

So without further delay, here's some of the best advice I've ever read on digital signage content...


This fantastic nugget was delivered by Jason Kates of Argo Digital Solutions as part of Tuesday's activities. What's great about the advice, beyond its simplicity, is that applies to every application of digital signage. I don't care if you're installing it to help out with employee communications, upgrading menu boards for a restaurant, installing signage into banks to advertise to customers, or it's a purely ad-based network.

The philosophy works. It doesn't matter what type of network you operate. If your audience is on the go, keep your content still. If your audience is still, make your content move. I'm now going to share this with even my existing clients because I think it helps cement with people what they need to focus on when it comes to digital signage content.

And at the end of the day, that's simply what matters most. The hardware is important. And so is the software. But if people and clients don't know what to do with content, we're in trouble.

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As the Expo goes on, I'll provide updates through the event. I do recommend following the #dse2010 hash tag on Twitter, as well as the official @DSExpo account. (And it would mean a lot to me if you followed @MediaTile, too.)

I was thrilled to death with how well our first webinar went last week. But I know that not everybody who wanted to attend was able to. We had some great questions at the end from attendees on tips and techniques of implementing digital signage for employee communications. And though I was able to answer them on the call, I think they are important questions and answers to share here on the blog.

But before I get to those over the next few weeks, you can look glance through the webinar's presentation and see how Eli Lilly & Company uses signage to enhance their global business communication. It includes some great photos that demonstrate the variety of environments the displays are installed in, including shuttle buses. Very cool.

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Over the next week, you'll see quite a bit of extra traffic on the blog due to Digital Signage Expo. Should be an exciting time.

As a brief introduction, my involvement with MediaTile dates back to 2004 when I was working with founder Keith Kelsen on prototyping a content management system for a revolutionary digital signage platform based on cellular networking technology. Thus was born the term, Cellular Digital Signage. The concept was exciting, broke new ground, leveraged technology components that were at the time far from common - it was a great opportunity for me to exercise my strengths in mixed-platform systems engineering to integrate disparate and discreet technology components into a cohesive, working system, so how could I resist?

Today I am a Vice President of the company leading the product development group and we are still blazing new trails. MediaTile has been an influential industry leader when it comes to innovation and establishment of best practices in the technology and Software as a Service (SaaS) - this is the kind of momentum that we will continue to pursue as we strive to lead the way for excellence. I know that I am on the right path when the MediaCast System is relevant, simple, robust, secure, and flexible.

Now let's get on to the nuts and bolts, so to speak. It is my desire to demonstrate through this blog the countless ways that the MediaCast system can be configured and linked with other technology to produce an awesome array of capabilities that may not be self-evident at first glance. I have gone to great lengths to enable this "Swiss Army Knife" of digital signage platforms, and I'd like to show you just exactly how this tool can be put to work in the real world to meet your goals for effective business communication.

While it is true that the Digital-Sign-in-a-Box concept couldn't be simpler with respect to getting a basic digital sign up and running, there are possibilities that extend the content system out to the farthest reaches of the Internet and that extend the viewer (and management) experience to new heights for a comprehensive solution that bears both depth and bredth - technically speaking...

I'm psyched to be facilitating this FREE webinar this Thursday, 2/18, at 2:00 EST.

In just 30 minutes, discover how communications professionals are adding digital signage into their standard mix to bring both local and international teams together, ensure up-to-date news distribution and present a consistent message.

Seats are limited so get signed up today if you are interested in hearing from the best.

Pharmaceutical giant Eli Lilly & Company, the largest corporate user of our digital signage technology, will be on the webinar with me discussing how the company uses signage to enhance communication around the globe. Chris Bias, the mastermind behind LillyTV, will share his wisdom on the tips, tricks and techniques of engaging a global workforce with digital signage.

Yes, I went the cheesy route with this post but it's true that I have a love affair with digital signage. It marries two of my loves - technology and corporate communication. I love what the technology has done for companies and what it's going to do. I hear all of the time, "We had no idea employees would like it this much." I experienced the same thing as a communicator.

For many communicators, electronic signage is just another way of getting the message out to a workforce. But it's important to think about it from the employees' view. It's not just another way -- it's a new way. And new ways draw attention and engagement.

It's then up to the communicator to accept the challenge and keep the content fresh and relevant. Employees will love them for it.

Happy Valentine's Day weekend!

I can't wait to be out at Digital Signage Expo here in a few weeks. (Sure, it doesn't hurt that it's Vegas and I get to escape the snowy Midwest for a few days.) But since I missed last year's expo, it's a chance to reconnect with other industry professionals and meet others interested in learning about the technology.

MediaTile will be located in booth #1427 so please stop by if you're attending this year's Digital Signage Expo.

Digital Signage Expo now even has a featured track focused on corporate communication. For me, this is very, very exciting. I'm hosting two of the Lunch & Learns during the expo and unfortunately / fortunately they are SOLD OUT. I'm thrilled beyond belief that there are this many people interested in learning more about digital signage and corporate communication.

Last year, I met so many great communicators at the IABC World Conference and I'm hoping more of the same at DSE.

If you missed last week's Digital Signage supplement in USA Today, you weren't the only one. The 16-page pull-out supplement only appeared in Los Angeles, New York, Chicago, and Washington, D.C. I suppose those are USA Today's major markets because it reached more than two million subscribers.

But unless you're in one of those cities or an industry junkie, you likely missed it. If you're interested, you can download it courtesy of Digital Signage Today.

Publications like this one (and the second time it's happened) is truly great exposure for the industry and the leading experts and contributors. I was hoping there would at least been a mention of corporate communication in the publication but alas there wasn't. Some of our most successful deployments are for corporate communicators but maybe we are in the minority. However, there are still threads in the supplement's articles that can be helpful to those looking to install an internal network.

You can check out MediaTile's ad on page 3 of the supplement, underneath the article on Digital Signage Expo.

The "executives" at my house do. Until my daughter turned two, every night we read the same book... The Bunny Hop. It's a good book though certainly not an award-winner. In case you're curious, the premise is that there are bunnies all over Sesame Street as a result of Big Bird not being much of a basket builder.

So that routine lasted until she was two. And now my one-year-old son has fallen into the SAME trap with the SAME book. Or I should say, I've fallen into the SAME trap. Every night, the same book. There's obviously some comfort there in the routine. They know the story. There are no surprises. It's predictable.

Are your executives the same way? Do you try to tell a new story in your corporate communications? How do they react? If it's anything like my kids, it's not a positive response. It's amazing similar behaviors I've seen between executives and children.

But your employees don't want to hear the same story every "night." Employee communications needs to consistently be revised and re-evaluated to make sure you're hitting the key messages but in a creative way.

I know it's tough. It's easier to just read the same book every night. There are no complaints by the "execs." But eventually, I'm going to loathe Big Bird and his lack of building skills, if I don't already.

But if you're going to build support for internal communications from the ground up, you have to shake up your storytelling. . . if not for your own sanity, for your employees.

I know that I just blogged about the Lunch and Learn that I'm doing but I just received an update from Digital Signage Expo 2010 last night. There are only 3 seats remaining. Get signed up pronto.

If it fills up, I might be able to do another one on Thursday but nothing is concrete. If you're going to be out at DSE, don't miss the chance to hang with other corporate communicators and talk shop. I'm psyched that there's been so much interest in others gathering to learn how to incorporate digital signage technology into their employee communications.

Not many people would get psyched about this. But I do.

I missed last year's event so I'm really excited to be a part of Digital Signage Expo 2010. Again held at the Las Vegas Convention Center, DSE is 2+ packed days of all that makes the technology great.

And I get to do what I love to do - talk about digital signage and corporate communication. I'll be hosting / leading / facilitating a special Lunch and Learn on the topic at the event. I'm glad that corp comm is a featured component and I'm sure that we will have some healthy discussion on the topic. It's one where there's not a lot of expertise or focus (aside from this blog).

In case it's not apparent, I firmly believe the technology can dramatically improve the way companies communicate to employees. And not just for those workers who don't have access to computers, intranets, email, etc. ALL employees will benefit from the new communication tool.

If you're at the event and let's discuss the topic.

Communicators should always be looking for ways to improve your corporate communication content. If you're not, you're failing. The good news is there are millions of ideas out there. Just look at your competition. I'm not suggesting you raid your competitors but more look at what you are competing with for your employees' attention.

Looking to improve your intranet? Look at the best e-commerce and social media sites. Mimic the good things they are doing. Looking to revamp your newsletter? Read a lot of magazines. See how they layout their articles. Or better yet, examine the ads and see what you like. Imitations is the sincerest form of flattery.

The same goes with digital signage. For many, this is a new form but you can still learn from the best. I came across this article from AdWeek that identifies the most effective TV spots. Not the funniest. Not the most expensive. The most effective. And that's what you should be about in employee communications.

Take a look at this Rubbermaid spot:


The ad was cited for a simple message and clear calls to action. That's what everybody should be after in communication. Think about the messages you're trying to deliver. They don't have to be complicated. This simple. Think this Rubbermaid spot. Typically, there's nothing exciting about your messages. And there's nothing exciting about Rubbermaid.

The spot works. Your message can work. Just open your eyes.

A company called FormSpring has launched a new (and free) service called Formspring.Me. It's a simple application that anyone can use to solicit feedback or answer questions. And this is the basis of what FormSpring does. They provide easy to build web forms for companies to collect any kind of data from visitors or users.

I couldn't resist not playing around with the tool so I set up an account for you to ask questions about digital signage, corporate communication or any technology you've seen used in employee communications. I'm by no means an expert nor do I play one on this blog. BUT I have always looked for ways to inegrate communication and technology. Sometimes in a positive way. Sometimes not.

So as the tool suggests, ask away. The questions can even be anonymous if you don't want your name attached.

Those aren't my words. I couldn't even make that up, but I promise you somebody told me that. I'll leave it to them (if they are brave enough) to comment below. I was at the Indiana Social Media Summit last week and I finally had the chance to meet so many local social media pros face to face.

After being recognized as the "Most Influential Social Media Dude," another attendee said that he didn't think it was possible, but that only I could make digital signage sexy. Digital signage? Sexy? I guess it depends on your perspective (and exactly what sexy means to you).

But clearly, I have a lot of fun with what I do, working with companies and schools on integrating signage into their internal communications activities. And I'm afforded that latitude to have some fun with social media, which includes this blog, our Twitter account, Facebook Fan Page and YouTube Channel. If you're not subscribed or following us on these sites, please do. . . for me.

I'm by no means perfect at it, but the tools fascinate me in what they give companies like MediaTile the ability to do. Now that's sexy!

While many think globalization is dead, it really has yet to begin for internal communications. Even with the best and biggest global companies, employee communications is often completely fractured. Rarely is there a consistent message spread across the country, let alone a consistent vehicle that all employees share.

Translation (or lack thereof) throws a huge wrench into the corporate communications cog. If you don't have people on staff who can do their own translations, it can be trick and quite expensive.

And for those who have tried to globalize their communications, you know how challenging it is. Intranets were supposed to be a big help and are in most cases. But if you've ever been part of developing a global intranet, I send my sympathies. It's a brutal, brutal undertaking. Many are never the same afterward.

Some companies attempt to put out a global newsletter but it's all handled at the top. Very rarely is their local input or authority on content. The corporate messages are key, but so are the local messages. And the integration of the two will determine success. Unfortunately, print is one of the "easy cuts" that companies make when budgets get attacked.

We've seen companies have success with using digital signage as a global tool. Not only can the corporate contribute the wide-reaching messages, but the local communicators can also add in their own unique messaging. This helps employees tie what they do to the larger corporate objectives - a challenge for those troubled with employee engagement.

If you're a global communicator, ask yourself if your tools and messages are truly representative of your audience. If you're a local communicator, are your messages reaching "the top" and can you customize the big picture?

You're at a prime point to make a huge impact globally. Employees are hungry for information and need to trust the information source. Become the trust adviser to your business and deliver value across borders.
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Photo credit, cupcakes2

Doesn't it drive you crazy when people say that? Because those that are in internal communications know it couldn't be further from the truth. Sure, it sounds easy. You have a captive audience and it should be easy to communicate to them.

But because they are "captive," they can easily ignore your messages. And as communicators, we assume that everybody reads our emails. Why wouldn't they?! They are important.

And of course they scour the intranet looking for the latest news, right? Wrong.

You have to get creative to grab their attention. But you also have to reinforce the message over and over and over. Communicators see the messages all of the time because we are the ones responsible for getting them out. But the average employee has better things to do. . . allegedly.

This where digital signage's strength comes through. You can get creative with your messages, using Flash or video, while still being able to reinforce the message through scheduling the content in playlists. AND you get to finally have some fun with it.

So while employee communications certainly isn't easy, it can be soooooooo much fun.

Those of us who find ourselves spending most of the work day online (in one capacity or another) are aware of the power and effectiveness of social networking - but just as important is the power of traditional networking.  Industry organizations such as the Digital Signage Association (DSA) provide like-minded professionals an industrious and business-neutral forum for education, networking and advocacy. 

The DSA brings together vendors and users alike- everyone from display manufacturers, resellers and distributors, to content creators and network operators across all vertical markets.  Members and sponsors (including MediaTile) work together to move the industry forward, share best practices and business opportunities, and increase awareness about digital signage.

Whether you're a brand manager, a corporate communications manager, or a display vendor, the Digital Signage Association has an event, a whitepaper, or a behind-the-scenes initative designed to grow your deployments and ensure your success.

We wanted to give a shout-out to the DSA for everything they do and for giving us a voice. Check them out, or better yet:

Corporate communicators know this. Determining ROI in employee communications is a tricky calculation. Whether you're investing in new technology like digital signage or launching a brand new intranet, some people will always ask, "What's the ROI?"

Now here's your answer.  Just this month, Watson Wyatt released their 2009/10 communication ROI study. You might be wondering who took part in the survey. Well, 328 companies from around the world representing nearly 5 million workers. Pretty impressive. Straight from the report:

• Effective employee communication is a leading indicator of financial performance and a driver of employee engagement. Companies that are highly effective communicators had 47% total higher returns to shareholders over the last five years compared with firms that are the least effective communicators.
   
• Measurement is critical. Companies that are less effective communicators are three times as likely as highly effective communicators to report having no formal measure of communication effectiveness.

Now these are just a few key findings but let's tackle first bullet. 47% total higher returns? That sounds great. But keep in mind that these numbers are in comparison to the LEAST effective. And if you are reading this blog and researching tools, you are not part of the LEAST. You might feel like it, but you aren't. However, this third-party report should help you build support for making investments in new employee comm tactics.

And to measurement, we've heard it all before. It's hard work to measure employee comms but clearly it's a key component to any effective corporate communication department's activity. This is where our ROM (Return on Message) approach can help measure the effectiveness of digital signage hardware and software for internal networks.

Themes running through the report are courage, innovation and discipline. I love seeing almost heroic terms applied to internal comms. Employees need companies to tell it like it is and make attempts to not just stick with status quo when it comes to workplace communication.

There is so much great information in this report I'll break it out into different blog posts over the next few weeks.