Blog: Frank Kenna 

Frank Kenna (bio)
President and CEO
The Marlin Company

Thursday, 18 December 2014

You may be wondering what I mean by a “second screen.” It refers to the smartphone or tablet that people use while watching a primary screen. For example, a recent Nielsen report stated that 86% of smartphone owners use their devices as second-screens while watching TV. If they’re doing it with their TVs at home, then they’re doing it at work with your digital signage (DS), too.

So how can you take advantage of this phenomenon? That same report notes the importance of the “three Rs”—reach, resonance, and reaction. Let’s take a look at each factor and see how you can make them work for you.

Reach – The reason you use DS is to broadcast your messages to as wide an audience as possible, right? Knowing that many of your employees have a second screen, you want to be thinking about ways your messaging can also appear there. One way to do this is to use QR codes on your content. For example, let’s say your HR department posts a piece on your revised 401k plan. Put a QR code on it that’s set to download the piece onto the employee’s device, who can then forward it to a spouse at home. That’s a great way to increase reach beyond the workplace.

Resonance – Using the QR code idea above also helps with resonance, because bringing that content into the home will cause discussion and action on it. Or another example could be to set the code to redirect the employee’s device to a related website for more information. The website can have much more information on a subject than you can fit onto a piece of DS content, causing more time spent on the subject and more thorough understanding. For instance, using the 401k example above, the code could open a website on the employee’s device of the investment choices and real-time performance of the plan.

Another idea is to have a contest on a particular subject. Let’s say you have a health issue with people lifting properly. Ask employees to take photos of proper lifting with their devices and email them to a particular email address you’ve noted on a piece of content. This will make the photographers much more involved with thinking about lifting, and the resulting photos will make your subsequent content much more resonant because they’re from, and of, fellow employees.

Reaction – Most managers want to get feedback from their people. Using the second screen is a good way to do this. One way is to simply put a “respond to“ email address on any piece of content that you post. This works well since any employee can use this even if they don’t have a smart device. Or use a QR code and set it to automatically open a blank email pre-addressed with the correct email address. Or set it to launch a brief survey. (I know I’ve mentioned QR codes a lot in this blog. If you’re not sure how to use them or even what they are, give us a call and we’ll be happy to explain.)

Using these concepts can make a real difference in connecting with your employees, and getting your messaging widely distributed and better understood. Give them a try!

Posted by: Admin AT 09:07 am   |  Permalink   |  0 Comments  |  
Monday, 15 December 2014

None of them.  Well… all of them.  Actually, it’s the wrong question to start with. Digital signage, iPads, smartphones and social media are not the answer to workplace communications. They are just tools and processes that can help you.

There are dozens of products popping up based on one or more of these new products, all claiming to be the answer to your communications problems. For a while they may be popular since they can be very cool and fun. But do they move the needle? Not really.

You can build a house with a hammer, screwdriver and handsaw. You can also go to the hardware store and buy the latest multi-tool band saw /circular saw/drill press. But if you don’t have the right plans in the first place, you’ll end up with a mess either way. New tools can help you do it faster, but not necessarily better.

Workplace communication is like that. Managers who need to communicate do so to build consensus and accomplish objectives. Having the latest app or some new gadget or web service doesn’t matter. Using them to address your particular problems does.

A strong, well thought-out communications strategy is way more important than the latest new thing.  Remember, the gadget is just a tool; it’s your master plan that really matters.

Posted by: Admin AT 04:12 pm   |  Permalink   |  0 Comments  |  
Add to favorites

Our members are among the most prominent and respected suppliers of digital signage, kiosk, self-service and mobile technology solutions.

Request project help from DSA members

Kari Blankenship, Cabela's
"Being a member of the DSA allows us to stay at the forefront of the retail self-service industry offerings. We are able to work alongside other deployers and share ideas and experiences."

Kari Blankenship
Retail Programs Manager
Cabela's Inc.

Tweets by @iDigScreenmedia

Digital Screenmedia Association | 13100 Eastpoint Park Blvd. Louisville, KY 40223 | Phone: 502-489-3915 | Fax: 502-241-2795



Website managed by Networld Media Group