new era of corporate communications riaan vanmeulen fnb

First National Bank – a division of FirstRand Bank Limited.An Authorised Financial Services and Credit Provider (NCRCP20).

Friday, April 7, 2023Riaan Vermeulen – FNB Online 1

New era of corporate communications

Enterprise video and online internal communication in business



What I’ll be chatting about today

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

2. Opportunities and value proposition for business3. What, why, how and for who? .. Aka Best Practices for Digital Signage

1. Effectively translating message into online video and audio platforms4. Managing enterprise streaming services expectations5. Cost savings by using streaming to support communications, training

and educational programmes6. 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.


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



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.



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).



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.



Challenging – Resources... You need someone to do the work

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?


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


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.



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



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.



The HOW - 3 thingsSimplicity: 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 codingOptimize for context and eliminate distractionsSorting out font faces, sizes and stylesDoes colour matter?Use contrast to your advantageMotion and animationComposing shots and scenes


For who?

CustomersEducate customers about products and servicesMarketingEntertainment

StaffEducate staff about products and servicesTrainingCommunication


Managing enterprise streaming services

expectations



Managing enterprise streaming services expectations

• Thanks to viral marketing, engaging and well-produced content will distribute itself online, right?

1. Good content will automatically go viral2. Internet shows are cheap3. 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


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.


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