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Digital Signage Content Strategies Summit: Day 2 in Review #DSContent

Wednesday, April 14, 2010 by Chuck Gose

Wow. You know when you go to conferences and you may not get much out of them but you're still overly complimentary? This is not the case at all. Day 2 of the Strategy Institute's Digital Signage Content Strategies Summit was awesome. And those aren't just my words, but the feedback from other attendees.

Aside from being a consumer myself, I don't have any experience in the retail world and truly am not aware of the challenges they face in the digital world. After yesterday, color me enlightened. Just follow the hash tag #DSContent and you can see all of the messages I shared from the @MediaTile Twitter account.

The day was a good balance of what the possibilities are with digital technology along with many of the obstacles that still exist. Here are a few of my observations...

Kevin Flatt and Mark Renshaw, Leo Burnett and Arc Worldwide, showcased the future of what digital can be in the retail world, using a great analogy of who's driving the bus. Apparently agencies are the drivers who know where they want to go but often get lost and NEVER ask for directions.
Paul Flanigan, The Preset Group, led a panel of Michael Twitty, Unilever Americas, and Jim Lucas, Draftfcb. The information spewing out of Michael was amazing. I practically couldn't type fast enough about how brands are viewing digital in the consumer packaged goods world. This will lead to future blog posts.
And we finally had our first Foursquare mention with Stephen Randall, LocaModa. Stephen did a great job showcasing how digital signage and social media content can play quite nicely in the same sandbox. His point that "you must view that your digital signage message has a range of 20 miles, not 20 feet," really hit home with the audience.
And then there is Bob Stowe, Wendy's. Bob added an important element to the conference, highlighting the challenges faced when working with large corporations. Many wonder why quick service restaurants have been somewhat slow to adapt to digital signage. Bob outlined all of the players that get involved and the challenges with each. Though I don't think he'll be getting the key to the city of Detroit anytime soon. He mentioned that one of their stores stays open 24 hours solely due to security concerns. Yikes.
Rudy Dearborn, MGM Mirage, outlined the history that his casino has had with the technology along with some of the unique content challenges. What was peculiar is that they use Mac Minis to drive displays and had to have custom mounts built, along with a custom digital signage software application. BUT they do a great job of utilizing existing resources and data to keep content fresh and relevant.
And last but not least, our very own Simon Wilson and David Ozer, iPOWOW!, presented on the importance of getting instantaneous viewer feedback of what they are seeing on the screens. The audience didn't appear to be a big hunting crowd, so the example of how Hunter Specialities is using touch-screen technology in endcaps to promote their products. All kidding aside, the digital signage has given them a 30% sales uplift. That's no laughing matter.

So, all in all, a great show. But during the networking lunch, one of the attendees asked me how much of our business was in non-retail. Quite a bit in fact. He was curious why there was no attention paid to corporate communication networks.

I told him that's my challenge. That's why I do what I do. That's my crusade.

Hatian Relief PSAs now available for digital signage networks

Tuesday, February 2, 2010 by Chuck Gose

We've seen Americans respond in positive and dramatic ways to help Haiti and her people attempt to recover from the devastating earthquakes. And getting the word out more and more only helps.

Through a partnership between the Ad Council and MediaTile, PSACasting.org has three different Hatian relief PSAs that are available to download for any digital signage network.

It's important to note that you do not need to be a MediaTile customer to take advantage of these PSAs or others provided by the Ad Council. You just need to log in or sign up on PSACasting.org to download the videos.

So whether you're running a digital out-of-home network in retail, banks or for employee communications, please consider downloading these important PSAs and adding them to your content playlists.

Why is everybody trying to kill the employee publication?

Thursday, November 5, 2009 by Chuck Gose

I'm going to take a side step from my usual digital signage discussion and focus on the most basic and primal of internal communication: the employee newsletter.

Sure we live in a digital world and employees are bombarded with messages in and out of the workplace. But I feel the people who say the employee publication is dead have actually never put one together themselves. It can be a huge pain in the ass, but it's also a labor of love.

Think about the value the employee publication provides. It is the one true mobile communication platform that is free of any technology constraints. Employees glance at it between meetings. They might throw it in their bag and take it home to show the family (if their name and picture are in it). And we know they take it to the bathroom, too.

Digital signage is great. Intranets are great. Town halls are great. And yes, employee newsletters are great. But each tool's greatness is dependent on the content and the creativity that goes into it.

Now maybe the problem is that newsletters may appear to be "old school" where as technology is shiny and glittery. And communicators aren't given the publications the necessary focus. But that's at the fault of the communicator, not the employees.

Many of the organizations I talk to ask me if digital signage will replace printed communication. It might replace some, but I hope it doesn't replace all. Eliminate posters? Yes. Banners? Yes. Flyers? I hope so. But employee publications? Never.

A well-written and designed employee publication delivers a tremendous amount of value to the organization. Don't kill it off just because it's not shiny and new.

Feels good to get that off of my chest.

Everything in context; context is everything!

Wednesday, September 2, 2009 by Leah Kane

A large part of my week is spent keeping up with the Jones's...websites. Everything is constantly shifting in the world of web marketing, the rules (and search engine algorithms) change by the day. Because of this, exhaustive efforts are made to curry favor with the Great White Whale of the internet: Google.

Google is frighteningly intelligent.

Have you ever noticed how Google appears to anticipate what you are REALLY looking for? You might enter the phrase "used auto parts Toyota" in the search box and Google returns twenty listings for used Toyota parts...in your neighborhood.

That level of accuracy merely skims the surface of what Google can do; there are a whole host of tools Google provides webmasters of which the casual web user is unaware.

AdSense is one such tool. AdSense, in a nutshell, matches relevant ads to a site's content. Google already does this exceedingly well, but recently has announced what they call "improved contextual targeting." You'll find yourself on a website, say, planning a ski trip to snowy Lake Tahoe, and what will appear next to the lodging options but a cozy ad for L.L. Bean. Coincidence? Obviously not, but what you may not realize is that that ad was served up to you from a pool of ads, dynamically.

We coach our digital signage operators to take a similar approach with respect to management of their networks. It's insufficient merely to create compelling visuals for digital displays. These days, contextual targeting is everything. Know your audience, understand their habits, anticipate their needs and deliver your messages at the right place, at the right time.

One advantage digital signage advertisers have over internet advertisers is that the targeted consumer is already out of the house! (In fact, the industry term is "Digital Out of Home", or DOOH) It's much easier to sell paint to a person in a hardware store than it is to a person lounging on their couch with a laptop.

Context.

Change your password to enhance digital signage security

Wednesday, July 15, 2009 by Chuck Gose

Passwords, passwords everywhere. You have passwords for your email accounts. Passwords to unlock your mobile phone. Passwords to log in to your computer. Passwords, passwords.

The reason you have so many is that they are crucial to security. It's your secure way of logging in to your information. Our digital signage software, MediaCast 4.0, requires a unique username and password for each user on the system. Giving each user a unique login and password allows you to set up individual roles and permissions based on each user.

And with that, we recommend you change your user account's password at least once a quarter. In fact, it's the topic of the current Tip of the Week sent out to customers.

To update your Portal password: 

Log in to www.mediatile.net using your current username and password. 
From your Home page, click the Settings tab. 
In the Settings Properties page, click the Edit icon in the upper right corner. 
Enter your new password in the “Password” field, and enter it again in the “Verify Password” field. 
Click the “OK” button in the upper right corner to save your changes. 
All changes will be saved to your account and will be effective the next time you login.

Changing passwords regularly ensures better portal security, and provides an opportunity for you to review your User accounts. If a User no longer requires access to your digital signage network, it is important that you delete their login or restrict their portal access.

Change your Mediacast password on a quarterly basis

Bone to pick with PRSA article

Thursday, July 2, 2009 by Chuck Gose

I admit. I got a bit excited when I received the latest PRSA's PR Tactics in the mail yesterday. Aside from the usual ranting of the same people, it has some really good and insightful articles in it from pros doing the work.

But the headline on the current edition is "Fast Forward: Video's continued evolution." That's right up my alley. I was hoping to there would be content focused on employee communications and not just PR and I wasn't disappointed.

So on page 13, I make it to an article by Mike McDougall, APR, titled, "The changing rules of the video game: Integrating online video into everyday communications."

Reading through the article, I agree with most of Mike's comments, with the key word being "most." He writes about the use of glossy corporate video compared to more home grown versions with employees shooting their own. Solid advice. Along with reminders about how inexpensive video is now. Couldn't agree more.

So I make it to the subhead, "Video for employee engagement." Now we're talking. The good stuff. . . . right?

"A decade ago, company video networks were the rage, with TV monitors scattered across lobbies, cafeterias, break rooms, plant floors and more. But with the advent of intranets the monitors were soon gathering dust as employee communication shifted online. Intranets killed the video star."

What!?

Maybe a decade ago it was the rage, but the rage continues as small and large corporations are looking at digital signage as a way to reach all employees, not just those who don't have traditional access to email, voice mail and the intranet. Many like to single out the manufacturing workforce as if they are some sort of neanderthal workforce because they don't have easy access when actually many organizations (retail and hospitals for example) have thousands upon thousands of workers who don't stare at computer screens all day.

Also what I'm seeing and hearing is that employees are growing tired of always staring at their computer screens (if they have them). If you've been working at your desk all day, are you going to stay sitting there and watch (and pay attention) to a 5 or 10-minute video? So this is where communicators need to reach out and communicate in different ways. For many companies, digital signage is that different way.

And if dust was gathering on the screens as Mike suggests, it was because various communication departments lost focus and neglected the tool. It wasn't because employees weren't paying attention. And let's say it was because employees weren't paying attention, then the content must have stunk, which will kill any communications vehicle out there.

I'm all for video being pushed to the intranet. It's great, especially for remote or mobile employees who otherwise wouldn't have access. But even today, you mention to your IT department that you're interested in hosting lots of video and possibly even stream it, you'll likely either be met with blank stares or bouts of laughter. Yes, IT people do laugh.

And I guess I'm a bit confused by Mike's statement that intranets killed the video star but then he goes on to talk about the use of video on the intranet.

The video star is alive and well. You, the communicator, are the video star. You just need to make sure you have the right vehicles in place to deliver that video message.

Nice to get that all off my chest.

Chicks dig the long ball . . . and so do employees!

Wednesday, July 1, 2009 by Chuck Gose

When this commercial first aired, it was pretty funny. America was in love with Mark McGwire. Now that many of our baseball heroes are tainted, that love has justifiably faded.

But in corporate communication, just like in baseball, the home runs get noticed. You conduct employee focus groups for the first time in years AND do something with the information? That's a homerun. You get your IT department to begin adding social media elements to your intranet? Dinger. You reach out to those employees who don't have access to email or the intranet with a digital signage solution? It's outta here.

Homeruns get attention but they don't win championships all by themselves. You need stolen bases. You need solid pitching. You need to be solid defensively up the middle. These things and many, many, many more.

If you're only out there swinging for the fences with your employee communications, you'll get attention. Your employees will love you for it. But you'll also strike out a lot, too. You have to balance getting attention and being effective.

Both are crucial.

Words of wisdom for the week (5/18 - 5/22)

Saturday, May 23, 2009 by Chuck Gose

Here's this week's rundown:

Monday, May 18
Can digital signage reduce your company's printing costs?
Simply put, yes. Reducing your company's printing is one of the many strengths of digital signage but I never really took the time to do the math. Fortunately, for us, Jim Huber of Nor-Com has.

Tuesday, May 19
Looking forward to the 2009 IABC World Conference
IABC World ConferenceI've been a member of IABC for years but never had the chance to attend one of their annual conferences. That's all changing this year.
I'm pleased to report that this year MediaTile is an exhibitor at the IABC World Conference in San Francisco June 7-10.

Wednesday, May 20
Change the face of your internal communications
Internal communications can be a strange place in the corporate world. You're often stuck with a certain newsletter because "that's how it's always been done" or an intranet that you're company dropped cash into a few years ago that just isn't getting the job done. You inherit tools that don't mesh with your communications style.

Thursday, May 21
Do you have communication blind spots?
Every organization has them. These are individuals or pockets of people who aren't reached by your communication vehicles and method. They could be janitors. Or security guards. Or nurses. or sales people. They are in your organization, but you can't see them. Your messages can't reach them. They are in a blind spot.

Friday, May 22
Have a safe Memorial Day weekend (video)

And a few other items from my reading this week:

Are you a communications rock star?

Tuesday, April 21, 2009 by Chuck Gose

I was at a PRSA luncheon recently and communications "sage" Steve Crescenzo was the guest speaker. There were many, but one of his points really hit home with me. He shared the differences between what internal communications used to be AND what it needs to be today.

For example, as internal communicators, we used to be the behind-the-scenes people. We'd write articles and never put our name on the byline. We ghost write speeches for executives. We excuse ourselves out of important photos.

But as Steve pointed out, now's the time for corporate communicators to take the stage front and center. It's time to be a rock star (and I'm not referring to your Guitar Hero antics at home).

With the onslaught of social media in corporations, communicators are now hosting their own podcasts and producing their own videos where they are the stars. Take advantage of the latest technology, like digital signage, to raise your rock star status.

The rock star life isn't always a glamorous one and it can have its toll. Take the Rolling Stones. They've been around forever (and are beginning to look it). But clearly they still have as much of a following as they ever did. Establish your own following, with or without groupies - your choice.
______________________
Photo credit, space.boy

Put your internal communications into motion with digital signage

Monday, March 16, 2009 by Chuck Gose

Like most internal communications professionals I know, I sort of backed into the profession. Starting out in corporate communications, I found being an employee advocate extremely enjoyable and reveled in using creativity to reach out and engage the workforce.

Use some pizzazz to draw attention to your digital signage content

But as we all know, just getting the message out there isn't enough. Sometimes you need a little pizzazz, some bounce, a bit of zeal, a taste of vivacity, and some jazz hands mixed in with your message to draw attention to it.

This is one of the huge benefits I found with installing my own digital signage network. I was able to bring messages to life, either through Flash animation or video. And with video production so cheap nowadays (it used not to be), it's a no-brainer. Digital signage took the mundane, run-of-the-mill messages and gave them new life.

I know that many of you are using video on your intranets, which is great. But not all of your employees have access to the intranet. And even those that do, many are not part of the YouTube generation and simply don't like watching videos on computer. Don't believe me? Ask that in a future communications survey.

So with a little extra effort and some creativity, put your internal communications into motion and drive home the message through your digital signage solution.
__________________
Photo credit, 416style

Weathering the weather

Thursday, January 15, 2009 by Chuck Gose

When you live in the Midwest, you get used to dealing with cold temperatures in the winter. But the weather today redefines the word "brutal."

My colleagues at the home office in Scotts Valley, CA are enjoying a lovely 65° day. This morning in Indianapolis, it was -3°F. Keep in mind that's not wind chill -- that was the actual air temperature. And now it has "warmed" to 2°F at the time of this posting (courtesy of Accuweather).

At these temperatures, it can be downright dangerous for any employees who work outside. Not everyone gets to sit inside a cozy cubicle.

With MediaTile digital signage, you have the option to subscribe to a weather feed from Accuweather. Whether you show the weather full screen or put it into a zone on your screen, it always shows the current time and temperature, along with a forcast.

Back when I managed my own digital signage network, the weather information was a huge draw. Employees walking by a break area would check the screen to see if they needed a coat or umbrella before making the trek to head out for lunch.

This may not be employee communications in its purest form, but weather feeds on digital signage can provide your employees important information they need to know.

And if you live somewhere where the weather is always nice and sunny, I don't want to talk to you today. You'll have to wait until I thaw out.

Safety is no accident....ZZZZZZZZ

Monday, October 20, 2008 by Chuck Gose

If you've ever been through an OSHA audit at your workplace, I feel your pain. I've been there. One of the many things they evaluate, including your various safety procedures and guidelines, is how you're communicating health and safety information to your employees. "Are you keeping employees aware of potential hazards and issues?" That sort of thing.

Companies are "required" by law to put up various posters and fliers that are often times 5-10 years out of date and include aged photos and clip art. Plus, cheesy headlines like mine above are the centerpiece.

The problem is that they become such a part of the environment that employees stop noticing. Nothing changes and nothing is up to date. Health and safety communication should be much more than just a "check in the box" because you're really talking about life and death in some cases.

If you currently use a digital signage network for employee communications, are you pumping it with various health and safety messages? If not, you're missing out. Again, it's much more than just an audit victory. You're delivering vital, up-to-date information right where employees work.

And you can get much more creative about it than just static messages. Have employees create videos demonstrating proper safety behavior. Get them involved in the act and employees will be much more likely to watch and take notice. Make them the stars!

Continental Airlines is a MediaTile customer and they use their digital signs to deliver a considerable amount of health and safety information. And, better yet, they have data to support it. Since installing the network, they've seen a 30% reduction in safety incidents.

30%! That's huge! This data means more and more employees are now safer in the workplace and are returning home to their families.

There's simply no dollar figure or investment greater than one that keeps employees safe and healthy.

Fly the digital signage skies

Monday, September 22, 2008 by Chuck Gose

I'm on my way to Minneapolis today to visit with a company interested in building a digital signage network to augment and improve their employee communications activities.

I'm flying out of my home airport this morning (Indianapolis). I'm very excited (and other frequent flyers are, too) because Indy will be opening up a brand new terminal in the coming months and I'm interested to see how they are going to use digital signs in the new facility.

Airports were probably one of the earliest adopters of digital signage technology. Airport operations and the airlines can quickly update flyers (if they so choose) with important information on flight times, gate changes, etc. In public areas and at the gates. But it's not so much the medium that's important to airport customers as the data is.

Likewise, your company has important data that I'm sure you struggle to keep your audiences (employees) up to date on. You should consider using digital signage in much the same way the airports do. This is one practice where the airline industry has it right. Two of our customers are airlines and they use digital signage both in the public areas of the airports, but also for employees who support the day-to-day activities.

Maybe you have a call center where you'd like to report real-time data on average hold time, length of calls, etc. Or you're in a manufacturing environment like I was. You can, at a moment's notice, deliver production data and information right to the employee areas. This is internal communications at its best.

A crusade for content

Tuesday, September 16, 2008 by Chuck Gose

In internal communications, we get inundated with content. Content for newsletters. Content for intranets. Content for press releases. We should know that content is important, but sometimes it can be a bit of an afterthought when you simply have to get the job done.

Yesterday I posted a link authored by MediaTile's very own CEO Keith Kelsen about the importance of content. Well, Keith is not leaving it at just a simple web posting. As the chairperson of the Digital Signage Association's (DSA) Content Best Practices Committee, he's on a crusade for content. Keith is bound and determined to prove that content is vital, even travelling the globe if necessary.

Check out Keith's travel schedule:

Last week, Keith was in New York City for the Strategy Institute's 2nd Annual Summit for Brand Activation Digital Out of Home Media.
Then he's speaking later this week in Philly at Digital Signage Expo East.
The first week of October, Keith's in London for the Kioskcom Self Service Expo Europe.
And then in mid October, he's back in NYC for the Kioskcom Self Service Expo.

Still think content isn't important?

At the Philly event this week, Keith and DSA are previewing the upcoming release of a whitepaper titled, "Best Practices: Digital Signage Content." The best practices whitepaper was developed by the Content Best Practices Committee. Check out the full release for more information.

If you happen to be in New York City, Philadelphia or London, sign up to attend the shows and check it out.

Digital signage and crisis communication

Friday, September 12, 2008 by Chuck Gose

The events of 9/11 shook our nation's very foundation and shattered our state of being. I, along with others, are still at a loss for words when remembering that day. With yesterday being the seventh anniversary of 9/11, it's remarkable how our brains trick us into forgetting what the days that followed were really like but our hearts quickly remember.

In the corporate communicator's world, 9/11 brought to light how absolutely crucial crisis communications plans can be. And many in internal communications realized their plans were either out of date or completely obsolete -- I was one of them. All of the "red binders" were dusted off. The organization I was working for at the time did not have any effective means of reaching groups of employees with crisis information or updates for any sort of crisis event. Many of our workers did not have access to email. Many in corporate communications asked themselves, "What if that happened to us?"

Digital signage can now play a key role and be the vehicle that drives home vital messaging to those workers who may not have access to electronic communication (email, voice mails, an intranet, etc.). Typically, these workers receive newsletters or updates from supervisors as their primary source of information . . . maybe. But with digital signage, you can increase reach of your employee communications and deliver crisis information to the "disconnected" workforce right where they work.

Imagine being able to send very detailed, dynamic content to an entire network of screens from one desk. One seat. You could locate these signs in "hot spots," places employees would naturally gravitate to, such as break rooms or cafeterias.

Now I understand that during 9/11 many employers simply sent workers home and the day's impact far exceeded this discussion. Digital signage may not have been an overly useful tool in this case. But think of other crisis events, either local to your area or right at your company, where using a network of LCDs could have aided your workforce and your messaging.

I would like to hear from you if you've used digital signage to help communicate during a time of crisis. Please use the comment link below.

No Easy Button required...

Wednesday, September 10, 2008 by Chuck Gose

In my non-expert marketing opinion, the Staples' Easy Button promotion is a stroke of genius. There are many times where we wish we could just push a button and simplify our work lives and remove the clutter at work. Heck, it would be even more awesome if it worked at home. Sure would make potty training my two year-old much easier. I wonder if they're thinking of a home version.

With digital signage, the marketplace can be a bit confusing and complex. There are hundreds of vendors offering hundreds of solutions. But you're already strapped with your internal communications duties -- updating the intranet, getting the newsletter printed, writing a exec speech, and somehow you're also now organizing the blood drive -- all before noon.

You don't have time to mess with getting IT to show interest or going through the myriad of software and hardware providers in the marketplace. Check out Digital Signage Universe's directory listing and you'll see how many are out there.

With MediaTile, we've already hit the Easy Button." Our digital signs provide a complete turnkey solution for your employee communications needs. On the hardware side, the media player, is already built in to the screen. Find the spot on the wall. Hang the screen. Plug it in. Done. No Easy Button required. You can look back to one of my earlier posts to see how our Broadcast Portal (website that lets you manage your network and content). Add in our cellular networking and it's a no-brainer.

You want a robust and impressive solution, but need a network that's easy to install and manage. That's us.