• Nikki Ault

Open Lines of Corporate Communication With Digital Signage

I was in Colorado recently, and my family and I stayed in a mountain cabin that happened to be at an elevation of 11,200 feet. It was in a city about two hours from Denver.

The views were breathtaking (literally), the air was crisp, and we had nothing but mother nature to keep us company (unless we wanted to travel 20 miles out or so).

We could not have asked for a better Rocky Mountain experience, unless we mentioned the cellular and internet service. I would call it spotty, at best. This made for interesting work times and made it difficult to communicate with the office back home.

It was then that I realized the parallel between my "spotty communication" on the mountain and the "spotty communication" that takes place in the corporate world with email communication.

How many emails did you receive in your inbox this morning? And how many more will you receive throughout the course of the day? More than you cared to see I bet.

On average, there are approximately 120 business emails sent and received per user per day in the workplace. Wow! And I bet the message that many are trying to convey come through spotty, at best.

One person could not possibly manage that many emails sufficiently and still get their actual job done.

Corporations are striving to open the lines of communication as they know this is key in their employee's engagement. Companies use email 99% of the time as their primary source of communication. While it is effective in reaching the masses, it may be getting lost in the midst of those 120 sent and received daily per employee.

So how can corporations communicate more effectively?

Enter Digital Signage

Corporate communication includes branch offices, overseas, different departments, general public, employees, and prospects, partners and distributors.

Because corporate communication includes all of these things, that also means that there may be barriers such as different languages, cultures, regions, time zones, personalities, generations, etc.

These barriers may contribute to why emails remain in the inbox and are not opened or are even skipped or missed.

Due to the visual nature of digital signage, your message is bound to be seen because it will capture the attention of your viewers and they will remember it.

52% of all U.S. residents age 12 and older recall seeing digital signage within the past week. In a study by Arbitron, 47% of those who have seen digital signage in the past 30 days specifically recall seeing the ad.

Here are some tips for creating a successful digital signage communication plan for your corporate office.

Bring On The Tips!

Integrate internal with external communications: Use your digital display for more than just internal messages. Maybe you want to include HR updates, company events, policies and procedures, important meetings, education offerings, etc. These are all internal communications.

It is perfectly acceptable and actually you are encouraged to integrate external communications as well.

Encourage employees to attend a local community event or fundraiser, cheer on your local sports teams, pull in social media feeds to see what your customers or clients are sharing about you, highlight a vendor or client that you have a partnership or relationship with, and let your employees share ideas, thoughts, and even interact with customers.

Expose everything to everyone: The fastest way to cause distress to employees and have them disengage is to keep secrets. Your staff wants to know what's going on, especially with big changes and important news (which means all news). They also want to know where they stand in production. Use your signage for data visualization, to show KPI's (Key Performance Indicators) in real time.

Spread news across your digital signage displays for the whole world to see. Put it on your social media walls and website so your customers are as in the know as your staff is. The more the world knows about what is going on with your company, the less they have to question.

All way communication: We are not just a top-down world anymore. People want to give opinions and share ideas, let them, and share it on your signage. Millennials in the workplace are known for wanting to feel valued in their positions. By an all-way communication, they are not being talked to, but talked with.

As mentioned earlier, this is true for customers too. Allow your customers to provide feedback and share their opinions and be open to exposing what they share to the staff and management.

Make content worth their time and effective for your company: What you put on your digital signage should be worth your staff's time to see. If it is invaluable information, they will stop checking it out. Teach them something new, include industry news and updates, and celebrate wins and goal accomplishments from your staff and team.

This can also be a great space to give your employees some freedom to highlight things that are important to them. Share photos or videos that may be encouraging and inspiring.

The face of the company: Who is the "face" of the company? Create videos using this person often and share them on your signage. Use social media to share things about them that customers can relate with. Have them tell real life stories, or interview product or service users. Let them be seen a lot.

People like to relate to people and if they feel like they are building a relationship with the face of your company they will build a "relationship" with the actual company as well. Make sure it is authentic, because it is easy to see if it is not.

Digital signage can work as a part of your corporate communication plan. Coffman Media, a digital signage solution integrator, can help you with determining the solution that is right for your company. This will help make your lines of communication not spotty, at best. For your free consultation, click below.

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