B2B Marketing – Digital Signage for Business

B2B Marketing – Digital Signage
Comment from Technical Director at Plasmanet, Mark Hopgood

Question 1
Q: With the arrival of flat panel TV technology more retail outlets seem to be using this technology to entertain and inform their customers. The B2B market is also now using this technology. Could you outline how and where you think the best digital signage is being used today in the B2B sector?

A: Within the B2B market, businesses are increasingly using digital signage for internal and external communications. It is important to recognise that both applications would require front-end support rather than a simple screen (e.g. linked to a PC displaying a PowerPoint presentation or video, which is a common application in the retail or B2C space).

By leveraging the power of corporate intranets for internal B2B communications and extranets for communication with other companies, suppliers, partners, customers etc, companies are able to keep those receiving the messages or content displayed by the signage fully informed and engaged. With the right platform and infrastructure (i.e. networked screens across a broadband connection), internal B2B communications can include multiple sites, business unit to business unit or even country to country.

A good working example of how this has been applied internally would be the trading floor, where enterprise digital signage combines market data (e.g. from a business news service such as Reuters) with live television (e.g. BBC News 24) to assist traders in making critical decisions. Or perhaps even consider a large UK supermarket chain that has employed digital signage in employee areas with high footfall, incorporating content from internal sources, such as goals and targets, alongside order information from partners or external suppliers.

Question 8
Q: Digital signage needs to have an infrastructure behind it to update the messages it displays. Networked signs that are connected over the Internet can offer this easily. What key features should a company in the B2B sector looking to use digital signage for the first time look for in the back office support for the digital signage solution they are thinking of buying?

The most important considerations to make before implementing a digital signage solution for B2B are the front-end applications and of course solid remote back office support for rapid resolution of issues. Though widely used in B2C or retail, employing traditional digital signage (i.e. one-way communication relaying the same information through a front-end application such as PowerPoint) provides little or no return on investment for many B2B companies. In order to maximise the benefits, communications teams need to ensure that the front end will support each of the key areas of content (for either internal or external communications applications), which can be categorised into six main areas of messaging: systems (real-time data from existing business applications, such as calls waiting in a call centre); team (team-specific messaging, e.g. weekly rotas); response (alerts for teams or individuals if systems data matches a certain pre-set parameter, e.g. if service levels dropping below 80%, the display turns amber); improvement (live performance figures, e.g. sales conversion rates for field teams); project (status, progress change and completion of a campaign or project) and enterprise (targeting and tailoring of corporate messaging, sometimes depending on location, e.g. CEO address or regionalised target figures).

Any business considering a digital signage solution for B2B use should ensure that all these areas are carefully addressed when creating and distributing content, to maximise efficiency and return on investment.

The future of AV as suggested by Peter Lloyd

When I met Peter Lloyd at the launch of the screen (a forum aimed at retail advertising on screens) in 2004, my company Plasmanet was already engaged in corporate digital signage.
We discussed the future of screen advertising and talked about evolution in terms of digital signage to corporates.

In the January 2008 edition, Peter is still echoing the ideas we discussed in that the value of the traditional AV markets (shifting tin) is declining and more and more the a-v industry is growing in the following areas associated with business:

audio, systems, digital signage, video conferencing and event production

All of these demand technical experience as a-v becomes more business critical.

The STRIPE terminology, helps digital signage to become a tool for business use and following the success of Plasmanet in the corporate digital signage arena in 2007, I'm projecting a healthy year for business critical A-V.

If you are interested in any of the ideas in this blog, please consider contacting me, mark.hopgood@plasmanet-uk.com

The evolution of digital signage - comparison to the internet

The evolution of the internet

Consider the evolution of the internet; first we had Internet (retail / B2C) then we had Intranet (internal comms for business) and Extranet (internal / shared / B2B).

Internet => Intranet => Extranet

Web 2.0 influenced the cycle again to make a more visually exciting and interactive web

Internet 2.0 => Intranet 2.0 => Extranet 2.0

Youtube and Google video influenced unified communications and video conferencing along with SKYPE helping to increase the use of VOIP.

Currently Digital signage in the mainstream is considered a B to C / retail application.

Digital Signage has 2 evolutions to go in order to qualify as a system suitable for business.

Digital Signage => IntraSignage => ExtraSignage

Evolution 1.
Extending DS as an internal comms channel (internal B2B) which includes site to site, business unit to business unit and and country to country.

Evolution 2.
Extending DS as an Extranet comms channel (2 way, external B2B) which includes getting data / media from other suppliers. Both of these evolutions require applications to go on top of traditional digital signage to make them truly interactive and take advantage of business data and effect business change.

The STRIPE applications help in enabling this. Please contact me if you'd like to discuss further.
(c)2007 Mark Hopgood All rights reserved

STRIPE and extending digital signage to the corporate sphere

I coined the STRIPE terminology to help communications teams set their expectations of what types of message or content they may need to show on their corporate digital signage system.

STRIPE terminology is (c)2007 Mark Hopgood and may be used with permission from Mark Hopgood.

Anyone considering a digital signage system or TV distribution system for corporate use should make sure it is fully STRIPE compliant in order to get the benefits needed and return on investment. STRIPE describes 6 opportunities for digital signage in the corporate space. Applications that are compatible with and will run on digital signage solutions make it easier to align your team, using visual tools.

The STRIPE messaging components are available for the following digital signage systems: Plasmanet
Exterity
Scala
Omnivex
Symon
CISCO
AMX Inspired Signage
121View
MediaTile
MultiQ
Ryarc Media Systems
Wirespring
EnQii
Broadsign
C-nari
YCD
ScreenRed
Remotemedia
TELentice
Stratacache


and any digital signage system that supports either live web page display or a live TV feed, such as TV distribution or TV over IP systems.The essentials of STRIPE - 6 types of messaging.

1. Systems
Applications that take data, images, video from existing business systems or applications and make them available for large screen format display.
Examples:
a. Real time gathering of market data and display on graphs.
b. Real time collection of call switch data for contact centers.
c. Productivity data
d. Display of PowerPoint presentations which are either created in house or externally
e. Live display of traffic maps and radio giving congestion information
f. The aggregation on screen of all the above types of informationThere are many more examples of Systems, such as video etc.

2. Team
Applications that take information from the team leaders and members and display it in an impactful way.
Examples:
a. EasyEdit templates that are WYSIWYG and quick to update with very little effort are perfect for situations where you need to instant message in a visual way to the whole team or visitors to the reception.
b. Team Calendars which show who's in and who's out, what the team is up to this week and what visitors are coming in.
c. Weekly meeting minutes - keeping people updatedApplications can be created, but always the focus is on ease of use and a specific business application.

3. Response
Applications that can respond to data from systems.
Examples:
a. Automatically sending a text message if the display shows that there are more than 3 calls waiting.
b. An application to popup a message on team members desktops in the event of a service call coming in or nearing the SLA deadline.
c. The color of a piece of data on screen changing according to value, e.g. service level drops below 80%, change to amber.

4. Improvement
Applications that bring together improvement information against KPI and KPI targets, showing in real time the improvement to a business.

Examples:

a. Displaying % of issues resolved within SLA this month, current % of issues resolved within SLA for the day, congratulations and the names of people who have successfully completed training and had their certificates, combined with a target statement, not only reinforces the purpose of the team, but also shows the difference they can make within the company.
b. Displaying quality of output by a drug manufacturer, hygiene training information, and who has received their certificates, encourages improvement and training.
c. Displaying live customer satisfaction ratings within a call handling center (contact center) against current targets and suggested direction can remind teams of their purpose and help maintain standards.

5. Project
Applications which show status, progress change and completion within a project lifecycle or campaign can keep teams on track and focused.

Examples:
a. Running a new sales campaign from a contact center, a product description, targets and current sales shown on screen can save time away from desks and keep everyone in the project aligned.
b. Showing status of the installation and training when implementing a new system such as SAP can help to set expectation.
c. Providing project status to remote / teams can allow them to be part of the team when they are away providing important direction and status updates.

6. Enterprise
On screen applications which allow multiple teams of people in organisations to get the message across. The classic corporate communications challenge where it is necessary to break through the noise of existing communications channels such as email, phone message, intranet blogs and web 2.0 .
Examples:
a. A targeted global communications campaign where specific communications about vision and goals is regionalised and sent to the corresponding region for schedule during a campaign to restructure services within the organisation.
b. Display of the menu for the canteen or restaurant in each location
c. MD communications / CEO communications monthly update.
d. Guidelines and compliance information displayed on screens with a call to action. Communications executives can report on success of the campaign and from a compliance perspective it can be measured who viewed the information or followed the call to action.For enterprise communication it is important to be able to measure the success of marketing campaigns, so an enterprise class digital signage system should include tracking and contribution from every member of staff, where appropriate.

About this blog:

After 13 years of providing shared applications, intranet and digital signage solutions to business, I wanted to share some information and experience with communications specialists. In this blog I'll outline how businesses can benefit from digital signage. This is not a technology blog, but more about business and aligning teams with visual communications.

Accompanying this blog is the Corporate Digital Signage forum on facebook.

reply to

http://www.dailydooh.com/archives/720

Great article, Adrian.
Could you please specify the audience for this article and website.
What's important to me is that the solution provider is taken into consideration. For example, if you visit the CISCO.com website and search for digital signage specialists with CISCO in London and or South East there are none. Whether their solution is good or not, does this mean that there are any CISCO partners able to put in a solution.
From my experience of digital signage in business, the following attributes are important to the customer and often overlooked.
Service - attached to SLA (Service level agreement)
Felxibility of solution (windows / linux / device / PC) whatever mix supports their current infrastructure or development and the business' current and future plans.
Business applications - adding a business value to digital signage.
You may want to look into STRIPE - components for business success in digital signage which can help any business using any digital signage solution.
I've put my findings on corporateds.blogspot.com