New era of corporate communications Enterprise video and online internal communication in business Thursday, November 5, 2009 Riaan Vermeulen – FNB Online

What I’ll be chatting about today Operating an internal digital streaming media service offering in a large enterprise Opportunities and value proposition for business What, why, how and for who? .. Aka Best Practices for Digital Signage Effectively translating message into online video and audio platforms Managing enterprise streaming services expectations Cost savings by using streaming to support communications, training and educational programmes Developing a ROI model for streaming corporate communications and training

Operating an internal digital streaming media service offering in a large enterprise

Opportunities and value proposition for business

What, why, how and for who? .. Aka Best Practices for Digital Signage

Effectively translating message into online video and audio platforms

Managing enterprise streaming services expectations

Cost savings by using streaming to support communications, training and educational programmes

Developing a ROI model for streaming corporate communications and training

It all started somewhere...

...and now? 2008 / 2009

Oh no... not again! Introduction to Digital Advertising (Streaming, Signage) Why digital signage? Digital advertising can get complicated. From display advertising and search marketing to rich media etc. and there are many digital tools that you can choose. The Q is, what do you want to accomplish and how? Advertising can now be delivered in many digital formats in any medium.

Why digital signage?

Digital advertising can get complicated. From display

advertising and search marketing to rich media etc. and there

are many digital tools that you can choose. The Q is, what

do you want to accomplish and how?

Advertising can now be delivered in many digital formats in any medium.

Operating an internal digital streaming media service offering in a large enterprise

Its challenging! It sounds easy Streaming video is a sequence of “moving images” that are sent in compressed form over the internet and displayed by the viewer as they arrive. But … the reality... it’s coordinating Technology Bandwidth Content Resources Support

It sounds easy

Streaming video is a sequence of “moving images” that are sent in compressed form over the internet and displayed by the viewer as they arrive.

But … the reality... it’s coordinating

Technology

Bandwidth

Content

Resources

Support

Challenging – Technology... Ooh technology It’s not about being a techno boff … It’s about getting the right techno boff’s to do stuff Techno issues Streaming means you need a network – AVAILABLE LAN / WAN Satellite Software – Microsoft vs. Open Source The basics of techno and digital advertising Typically you need a display screen, player server and a content management server, over an infrastructure. Digital signage can interact with mobile phones. E.g. sms messaging and Bluetooth. Needs some development – Out of the box is not always reliable. What about Social media – Of course we want to sms a piece of text and see our names on a screen Something new .. Wait until the Chiefs get to know about this Another new development is the implementation of 3D displays that operate using a technology called auto stereoscopy. These displays allow the viewer to see a 3D image without using special glasses.

It’s not about being a techno boff … It’s about getting the right techno boff’s to do stuff

Techno issues

Streaming means you need a network – AVAILABLE

LAN / WAN

Satellite

Software – Microsoft vs. Open Source

The basics of techno and digital advertising

Typically you need a display screen, player server and a content management server, over an infrastructure.

Digital signage can interact with mobile phones.

E.g. sms messaging and Bluetooth.

Needs some development – Out of the box is not always reliable.

What about Social media – Of course we want to sms a piece of text and see our names on a screen

Something new .. Wait until the Chiefs get to know about this

Another new development is the implementation of 3D displays that operate using a technology called auto stereoscopy. These displays allow the viewer to see a 3D image without using special glasses.

Challenging – Bandwidth... Bandwidth Issues The nett effect – External bandwidth does not mean we have internal bandwidth Prioritisation – What is more important... transactions, email, the CEO chatting away The basics of bandwidth and digital advertising You need something to connect the streaming server with the screen in a branch Having a management server is important Closed networks (without Internet access) vs. Open Networks (with Internet access). The availability and type of Internet access (wireless, broadband, etc.) depends on the location and client. Convergence between digital signage and broadcasting allows for real-time distribution of broadcast sources (TV) on a narrowcast network (digital signage).

Bandwidth Issues

The nett effect – External bandwidth does not mean we have internal bandwidth

Prioritisation – What is more important... transactions, email, the CEO chatting away

The basics of bandwidth and digital advertising

You need something to connect the streaming server with the screen in a branch

Having a management server is important

Closed networks (without Internet access) vs. Open Networks (with Internet access). The availability and type of Internet access (wireless, broadband, etc.) depends on the location and client.

Convergence between digital signage and broadcasting allows for real-time distribution of broadcast sources (TV) on a narrowcast network (digital signage).

Challenging – Content... You need money and lots of it Content issues Money is the root to all evil Do we really know what content is and how to use it throughout the different mediums? The basics of content and digital advertising Where the technology has proven itself, it is often the content that fails Content design (much like the design for static signage) is typically done through a specialist agency or in-house. In many digital signage applications, content must be regularly updated to ensure that the correct messages are being displayed.

Content issues

Money is the root to all evil

Do we really know what content is and how to use it throughout the different mediums?

The basics of content and digital advertising

Where the technology has proven itself, it is often the content that fails

Content design (much like the design for static signage) is typically done through a specialist agency or in-house.

In many digital signage applications, content must be regularly updated to ensure that the correct messages are being displayed.

Challenging – Resources... You need someone to do the work Resource issues Shared Resources Do you employ Or do you outsource

Resource issues

Shared Resources

Do you employ

Or do you outsource

Challenging – Support... Its not just technology Support issues Getting everyone’s Buy-in In-house vs. Outsourced Can you use an existing help desk? Do you set up an new help desk?

Support issues

Getting everyone’s Buy-in

In-house vs. Outsourced

Can you use an existing help desk?

Do you set up an new help desk?

Opportunities and value proposition for business

Opportunities and value proposition for business Really about efficiencies … and yes Educating staff and customers Products, Services, Process Easier & faster access to information Enable two way communications

Really about efficiencies

… and yes

Educating staff and customers

Products, Services, Process

Easier & faster access to information

Enable two way communications

Nothing against streaming video or CEO chatting to the masses but don’t forget… The business of business is BUSINESS, not just Corporate Communications.

What, why, how and for who? Best Practices for DA content

People remember... 10% of what they read 20% of what they hear 30% of what they see 50% of what they see and hear Without a doubt, video says it better.

People remember...

10% of what they read

20% of what they hear

30% of what they see

50% of what they see and hear

Without a doubt, video says it better.

Why? Digital signage is used for many different purposes and there is no definitive list. However, below are some of the most common applications of digital signage: Public information Internal information Advertising Brand building Influencing customer behaviour Enhancing customer experience Enhancing the environment

Digital signage is used for many different purposes and there is no definitive list. However, below are some of the most common applications of digital signage:

Public information

Internal information

Advertising

Brand building

Influencing customer behaviour

Enhancing customer experience

Enhancing the environment

Why? And... Online communication is one of the best ways to engage customers, motivate staff and maintain relationships… don’t even think about excluding it! There are currently over 1.2 billion people sending over 40 billion emails per day. Today’s current web users want easy to use video. 17,000 website domains per day are being added to the internet .

And...

Online communication is one of the best ways to engage customers, motivate staff and maintain relationships… don’t even think about excluding it!

There are currently over 1.2 billion people sending over 40 billion emails per day. Today’s current web users want easy to use video.

17,000 website domains per day are being added to the internet .

The HOW - 3 things Simplicity : Digital signage is communications at a glance, so make sure the shopper can get your meaning quickly Repetition : You only have 10 seconds, but you never know when in that short time a shopper will see your message Call to action : Never leave the shopper in doubt. Tell them what you want them to do – how and when, too

Simplicity :

Digital signage is communications at a glance, so make sure the

shopper can get your meaning quickly

Repetition :

You only have 10 seconds, but you never know when in that short

time a shopper will see your message

Call to action :

Never leave the shopper in doubt. Tell them what you want them to

do – how and when, too

Best Practices for content Making great digital signage content : Get better recall with chunking and coding Optimize for context and eliminate distractions Sorting out font faces, sizes and styles Does colour matter? Use contrast to your advantage Motion and animation Composing shots and scenes

Making great digital signage content :

Get better recall with chunking and coding

Optimize for context and eliminate distractions

Sorting out font faces, sizes and styles

Does colour matter?

Use contrast to your advantage

Motion and animation

Composing shots and scenes

For who? Customers Educate customers about products and services Marketing Entertainment Staff Educate staff about products and services Training Communication

Managing enterprise streaming services expectations

Managing enterprise streaming services expectations Thanks to viral marketing, engaging and well-produced content will distribute itself online, right? Good content will automatically go viral Internet shows are cheap The industry is still in an experimental phase WRONG! It’s all a myth!

Thanks to viral marketing, engaging and well-produced content

will distribute itself online, right?

Good content will automatically go viral

Internet shows are cheap

The industry is still in an experimental phase

WRONG! It’s all a myth!

Managing enterprise streaming services expectations

QUALITIES YOU NEED TO SUCCEED: Committed & motivated Willing to undertake training, learn the products and use the products Have integrity and be genuine Unique products and services Limited competition RAPIDLY expanding marketplace Minimal outlay Full training provided Turn key business system Flexible work hours Proven results 24/7 customer support

Committed & motivated

Willing to undertake training, learn the products and use the products

Have integrity and be genuine

Unique products and services

Limited competition

RAPIDLY expanding marketplace

Minimal outlay

Full training provided

Turn key business system

Flexible work hours

Proven results

24/7 customer support

Cost savings by using streaming to support communications, training and educational programmes

The savings is a combination of... Despite the costs associated with hardware, software and services for digital, it can actually save you money. You would be amazed at the amount of money that is spent on printing and courier costs of traditional signage, DVD's and information to various locations. Interesting is that a lot of the printed signage never gets displayed or is displayed improperly. Digital eliminates the need for any action by anyone at the location of the signage – giving you 100% compliance with signage provided. Other savings by using digital signage to communicate internally with employees who are not typically connected to email, can be realised by providing remote training, self-service kiosks, and more.

Despite the costs associated with hardware, software and services for digital, it can actually save you money.

You would be amazed at the amount of money that is spent on printing and courier costs of traditional signage, DVD's and information to various locations.

Interesting is that a lot of the printed signage never gets displayed or is displayed improperly.

Digital eliminates the need for any action by anyone at the location of the signage – giving you 100% compliance with signage provided.

Other savings by using digital signage to communicate internally with employees who are not typically connected to email, can be realised by providing remote training, self-service kiosks, and more.

Developing a ROI model for streaming corporate communications and training

Digital Signage ROI - in general - is not an easy mathematical equation This is due to the cross vertical nature of Digital Signage applications and the intangibles that are hard to measure and often misunderstood.

Building a ROI Model

Questions and Answers