Businesses Need to Have A Presence on Social Media
The vast majority of consumers are on at least one, if not multiple, social media networks. For this reason, it is obvious that your business should be there as well. Every B2C business owner, no matter their industry, size, or location, has to think about using social media to reach their customers. But, using social media for your business is different than using social media for yourself. Business owners need to strategize how to best reach the people that are the most likely to utilize the business.
Social Media Followership Starts in Your Location
For a long time, businesses have focused on getting more people to “follow” or “like” accounts on social media. They target people on their computers and phones to get a “like”. Facebook, Twitter and Instagram all have ad platforms designed with that goal in mind. The problem that we’ve heard from our clients who have tried these ad platforms is in conversion (making those new followers into customers). In fact, the vast majority of the new followers you gain online never turn into actual customers.
We’ve found that getting existing customers to follow you is a much better goal. These people are more likely to purchase from you in the future, and to tell their friends about your business. Plus, they have already found you! They know how to get to your business, and they have enjoyed being there in the past.
Gaining Real Followers on Facebook, Twitter and Instagram
But how can you get your customers to follow you from your physical location? Up until now social networks like Facebook have been promoted with physical signs and stickers. While it lets people know you have an account, it doesn’t give them a real reason to follow you. What will “liking” your business do for them? What kind of posts will they be seeing? A static sign just doesn’t show it.
It’s Relevant TV has the answer. Built into the TV service is an automated display of your most recent posts. Having all of our most recent real posts leads to more customers following your social media profiles. The service syndicates your posts from Facebook, Instagram and Twitter to your televisions, in between TV programs. This lets customers not only see that you have social media profiles, but also gives them a “free sample” of what they can expect to see when they follow you. It’s a gentle way to prove to them value in following you.
Get a Demonstration
It’s Relevant TV offers live online demonstrations of the social media TV system. For more information, and to book a consultation please visit: www.itsrelevant.com
Regardless of who you voted for in the presidential election, your decision was influenced by television. Between the constant TV news coverage and the paid ads that ran, everyone formed judgments and impressions based on what they saw and heard. TV makes a lasting impression. Let’s take a look at what this means for broadcast television, and for TVs inside your business.
24/7 News Networks Care About Their Businesses, Not Yours
Today’s 24/7 news networks turn a 1-day event into months of drama. They take the normal “coverage” and inject scrutiny, conspiracy theories, and sex scandals to bring viewers on a rollercoaster of ups and downs before the grand finale (election day). News feels more and more like entertainment, and that’s not by accident. Plenty of intelligent people have already pointed out that networks do this to boost ratings and generate greater revenues for the crowded networks. And while I would agree that revenue is a driver, I feel that the larger problem is a growing laziness among the people that design the format of these shows.
The News used to be a place that you would come for facts and knowledge. It was the work of large teams of people that spent days or even weeks to bring you researched programs that included quotes from actual experts and your trusted newscaster. The best part was that you left each broadcast better informed than when you began watching.
Things have changed. While the basic format of having a news anchor inside a studio reporting on the day’s top stories has been constant for decades, the pressures to do more with less money is changing the face of it.The fact of the matter is it’s much easier and far less costly to put a few people around a table to argue about a topic than it is to research and report on a news story.
News reporting can be extremely costly, especially for TV. I ran a video news company in the Northeast for almost 4 years, and we put a lot of work into each story the staff produced. From sourcing a story idea to setting up interviews, cross checking facts, recording the actual video, finding b-roll (cut-away shots), editing the video, fact checking, publishing and distributing the story – it took hours just to produce a minute or two of content. It’s hard to sustain a business with the kind of effort needed to do news reporting right.
Replacing the Reporters & Experts
Taking a look at most prime time cable news shows you see a familiar pattern these days. At the top of the hour you have the team of reporters and experts that are unbiased and reporting the facts of the day without forming judgments. All sitting or standing in the beautiful professional studio.
Then a few minutes later the professional journalists and experts peel away, and a panel of professional-looking people start to share their opinions – in the same space. Panel members can say whatever they want to say and their statements appear to be researched, authoritative and official. It feels like you are hearing from other experts when in reality you are hearing from surrogates (people that will stand by the candidate they support no matter what).
If you recognize any of the people below, then you have come across exactly what I am writing about:
This Would Never Happen Anywhere Else
Imagine a doctor’s office for instance. You schedule an appointment with a well-established practice. You go to the office and sit down with someone in an exam room. The person gives you their opinion on your physical condition and makes recommendations on things you should do once you leave. It feels a lot like you just sat down with a doctor and got a medical opinion.
But what if the person you sat down with isn’t a doctor at all?
What if he/she wasn’t a nurse, or even in the medical profession?
What if you found out that the person you saw and heard from is merely someone that knows of the doctor, nothing else? Their medical opinion would hold absolutely no weight.
This is exactly the problem with the overuse of surrogates and non-experts in news programs today. They have the appearance of authority and are happy to share their opinion even though it’s not necessarily in your best interest.
Unbiased vs. Balancing Bias
For years the news industry has strived to be fair, factual and unbiased. However, in this election season we took one of the most noticeable turns away from that. The strive now seems to be more towards “balancing the sides”. Instead of sticking to the facts, these broadcasts allowed people to share their opinions much like facts, just as long as someone on the opposite side of the argument could do the same.
This created some real distractions within the campaign. Ultimately it may have created some single-issues for voters that moved them one way or the other in the election. Hearing that Trump “sexually assaults women”, or that Hillary “will be put in jail for deleting her emails” creates serious concerns for voters. But all of these kinds of things were being spoken countless times a day by people who looked to be authorities on what they were talking about.
You know it’s bad when the news broadcast has to fact check itself.
Television has Become Bad for Businesses
While television as a whole has more offerings than ever, and is seen in increasing numbers of stores and public places, it’s not helping businesses as much as it should. With endless channel choices at our fingertips, TV is great for the home. You can easily tune from one channel to the next when faced with something you don’t like, but not in a business. More and more stores, offices, and public places are installing televisions simply because they can. Unfortunately, the programming the businesses choose to display on the screen often does more harm than good.
The bottom line is: even with endless channel choices, you can’t control what appears on any given channel at any given time. You could watch CNN for instance and enjoy a heartwarming story about one of the CNN Heroes. But just one minute later you’re faced with disturbing images of war and terrorism half a world away. This can be off-putting and depressing to customers as they watch in a business.
Even when the topics aren’t disturbing in nature, they are often exhaustingly overplayed. It’s hard to forget the months of nearly non-stop coverage of missing Malaysian Airlines flight 370. With no new information CNN had to constantly improvise, bringing up new theories, even having anchors use toy planes.
It’s not just news stations that cause stress, discomfort, boredom or other negative feelings. I’ve heard complaints about even the most neutral of channels like The Food Network and The Weather Channel. People have different tastes, and leaving them with only one programming type for an extended period of time is a surefire way of losing their attention or worse: becoming a bother to them.
Take Control of the TV in Your Business
As a business owner, it is up to you to make the right choices for your business. You may have spent time choosing the colors of your walls, the hours you are open, the people you want representing your business, the type of music that plays, and the kinds of refreshments you offer to people when they visit. All of these examples are things that have some influence on the way people perceive your business. It’s the interactions your customers have with each element that dictates their overall satisfaction of your location.
TV has arguably one of the greatest abilities to shape how people feel. The combination of visuals and sound leave a lasting impression on people. What impression do you want your customers to leave with? How do you want them to feel when waiting at your place of business? What do you want them to know about your business, values, and offerings?
We’ve found that the happiest customers are the ones that get to see a variety of content. They don’t want to feel like they are being bombarded by advertisements. For this reason, we created a platform called It’s Relevant TV that provides an ever-changing assortment of short-form television shows. The service blocks out competitor advertisements and gently brings the business’ own messaging and real-time social media onto the screen. The custom networks can operate with or without sound; all of the video content can be overlayed with optional subtitles.
An experienced editorial team screens the included licensed TV programs before delivery to the businesses. All of the programs that we distribute are family-friendly. We keep all political coverage short, to the point, and truly unbiased. It’s Relevant gives each business 50 categories of video content to choose from. This ensures that the programming isn’t just risk-free, but is topically oriented to visitors of the specific business. The business easily controls the messaging and social media syndication.
Learn from the Election
This election season, one thing was obvious: the campaigns understood the power of television. They knew that messaging seen on TV will stick in people’s minds and influence their decisions. This is why we saw the campaigns push their surrogates to TV. The lazy TV networks were happy to invite them on because it saved money and filled their airtime.
TV has tremendous power over decision making. Don’t be lazy with yours. Make sure your TV is working in your best interest as a business owner.
Written By: Jonathan Krackehl, President & CEO of It’s Relevant TV
What is it about an environment that makes you feel bored? What makes you feel like time is moving slowly, or that you have been waiting a long time? It probably wouldn’t surprise you to hear that many people cite repetitive (or looping) television programs to be a major factor.
Repetition can be seen everywhere
Have you ever been at a medical office and seen the same “medical facts” flash on the screen a number of times before seeing your doctor?
How about the gas station where the screen plays the same advertisement or weather forecast multiple times in 3 minutes?
Have you ever been at a restaurant and seen the same news stories played every 15 minutes?
If you answered “yes” to any of these questions, you are not alone! Businesses often turn to television content providers with limited libraries of content to show “relevant” content to their customers. Unfortunately, most of these providers don’t take into consideration the amount of time customers wait, or the average frequency of visits the same customer makes in any given week or month.
Showing the same content over and over is boring
When people are bored they feel like their time is being wasted. Business owners don’t want to waste customers’ time. Happy customers make greater purchases and come back again in the future.
1. There is no loop. The programs shown on the custom TV networks do not repeat over and over again in the same sequence.
2. The content library is gigantic. It’s Relevant TV licenses television programs from top TV producers and short-film makers around the world. As a result, the company constantly changes the content they deliver to each of the partner televisions.
3. It’s Relevant TV constantly updates the content. Some other services “refresh” the content on custom networks once or twice a month. It’s Relevant TV releases new content to partners almost hourly, expanding the library and creating new experiences all the time.
4. It’s Relevant TV makes custom TV easy to control. Some other solutions require that the business owners have to go in and select specific videos that they want played, and then have to go back and change their selections anytime they want the programming on their TV to change. It’s Relevant TV changes the programming for you, while keeping within your preferences and parameters. Instead of picking specific videos, you simply choose from a list of 50 categories of content. The service then continues to deliver videos in only the categories you select.
For more information and to explore creating your own non-looping custom channel contact It’s Relevant TV via phone at: 855-ITS-RELE or via email at: firstname.lastname@example.org
Recent news has broken about the inaccurate reporting of video playback times on the Facebook platform. Facebook’s reporting suggested higher message playback than actually happened. In a post on the Facebook advertising help site, Facebook announced the discrepancy and explained the difference between how it defined the statistic, and what was actually measured.
We had previously defined the Average Duration of Video Viewed as “total time spent watching a video divided by the total number of people who have played the video.” But we erroneously had calculated the Average Duration of Video Viewed as “the total time spent watching a video divided by only the number of people who have viewed a video for three or more seconds.
New Changes In Place
Then in response to this discovery, Facebook says it’s introducing two new metrics in hopes to save face:
Video Average Watch Time: the total watch time for your video, divided by the total number of video plays. This includes plays that start automatically and on click. This will replace the Average Duration of Video Viewed metric.
Video Percentage Watched: reflects the percentage of your video somebody watches per session, averaged across all sessions of your video where the video auto-played or was clicked to play. This will replace the Average % Video Viewed metric.
What does this mean for you as an advertiser? It means that if you advertised on Facebook over the past couple of years you have likely been misled. You likely have an unrealistic ROI measure if you were using the “average duration of video views” metric. Most noteworthy is that Facebook is never aiming for a 100% playback of your video. The platform operates with distracted individuals in mind and is not the place to deliver a real ad message.
A Facebook Ad Alternative
Instead of playing back fractions of your video ads to viewers that may be largely irrelevant to your messaging, you could be utilizing It’s Relevant TV’s Advertising Platform. It’s Relevant TV puts your video messages on television in public places and only charges you for FULL PLAYBACKS. The price is about 1/100 of what standard TV ads cost. Advertisers can target by geographic location and business type.
Up until now there have been very few options for using a TV in a business location. Turning on cable TV results in a lot of doom and gloom news stories and unpredictable content. Even worse for your business, cable TV delivers countless competitive ads that draw customers away. Some businesses have tried using their televisions as digital signs. But plain old digital signage is BORING and often ignored. Some pre-programmed video packages are available also, but those bring a repetitive loop that can frustrate customers. Finally, there is a solution! It’s Relevant TV takes a fresh approach to help you take control of your TV.
For a business, the true power of television is the combination of interesting content and well-placed advertisements, and It’s Relevant TV puts that power within reach of every business owner. From local retailers, medical offices, restaurants, and salons to sports arenas, theaters, hotels and car dealerships, the custom channels work uniquely for each and every location.
Apple TV (4th Generation)
It’s Relevant TV for tvOS brings the power of the company’s custom TV networks to any owner of a 4th generation Apple TV device. The service combines the best aspects of television, social media and digital promotions. In addition, the service allows business owners to control them all from their computer, tablet, or smartphone. It offers greater control than any other TV product available today.
Television Content, Social Media, Competitive Ad Block®
Businesses choose the types of content they want to display to their visitors from a vast library of licensed content. They can also upload their own messaging, images, and videos to show. In addition, they can decide which social media updates to display from their own accounts, and It’s Relevant TV does the rest. It’s Relevant TV automatically delivers fresh video content throughout the day, updating the promotions and social media as each business makes changes in their account. Businesses are also excited about what It’s Relevant TV blocks from the broadcast: competitive ads. With Competitive Ad Block® from It’s Relevant TV, all advertisements from competing businesses are blocked from reaching the screen.
All you need is the free application from the iTunes TVOS store, and an access code from It’s Relevant TV. Search “it’s relevant tv” on your Apple TV) to download the app. If you don’t already have an access code please email email@example.com to get one.
Today is the day you will make your TV worth something. We look forward to providing you with the tools to make it happen.
It can take a long time to create a waiting room environment that you are 100% happy with for your visitors. You want people to feel comfortable, to be entertained, and also to be informed about all you have to offer. Buying thousands of dollars of furniture, changing the lighting, updating music and even creating the scents are some of the ways businesses and professionals are altering their environments. But what if there were an easier way to transform your space? And what if major changes could be made inexpensively from a smartphone app? It sounds like a fantasy, but it is now a reality.
The Easy & Inexpensive Solution
Televisions are the focal point of most waiting areas, but until now there was no way strategically integrate one in your environment. Introducing: It’s Relevant TV for iOS. Businesses and their employees can now personalize and control the content displayed on their televisions directly from their iPhones. The new application paired with a $99/month subscription allow professionals to take control. Ideal for hospitality businesses including medical offices, hotels, restaurants, and sports arenas, It’s Relevant TV helps businesses easily take control of the programming displayed on their televisions, while influencing visitor satisfaction, purchasing decisions and social media followership.
“It’s Relevant TV does exactly what our name says. We empower business owners to control the TVs and make the programming relevant to their customers,” said Jonathan Krackehl, CEO of It’s Relevant TV. Waiting is a part of any service business, but it doesn’t have be a point of frustration for yours. “Up until now most businesses have done one of two things: Either they chose a cable television station loosely relevant to their business, or they displayed a video or image loop that became redundant after a couple repetitions.”
Making the “Wait” Less of a “Weight” on Your Visitors
The company, Software Advice, asked more than 5-thousand people to rate how they felt about wait times. 64% said the wait would be more bearable with a TV in the waiting room. Participants in the study chose television over free food and beverages and even access to WiFi. “ TV that shows interesting content alongside a business’ messaging makes both the customers and the business happier,” according to Krackehl.
What Can You Control?
It’s Relevant TV provides simple controls for all aspects of their screen displays. It is simple for you to chose the video content that is relevant to your customers. The company’s experienced editors compile diverse, timely and interesting content and organize it into 40+ categories, ranging from general health, travel, business, kids shows, fashion, sports, comedy, cooking and non- controversial news. Business owners, administrators and facility managers using the service for display, simply choose the categories that match their vistors’ interests most.
Becker’s Hospital Review reports the average wait time nationwide is now more than 15 minutes. Most TV shows last much longer and start at the top and bottom of the hour. IRTV segments are current, timely, engaging and never run more 4 minutes in length. All of the videos are subtitled so even if you prefer a quieter setting people can still enjoy the programming.
In addition to controling the video content, users also control a suite of digital messaging. The app includes an ad builder that allows the user to take a photo, add text and even a QR code before setting it live alongside the TV programming on their screen(s). Users can also control the syndication of their Facebook, Twitter and Instagram accounts. With full screen features, It’s Relevant TV displays the user’s most recent posts automatically. It’s Relevant also offers a 5-day weather forecast based on the user’s zip code
With the decreasing costs of television screens, medical offices across the nation are installing more and more of them. Practices put TVs in both waiting areas and treatment rooms to help patients pass the time as they wait. But what exactly are these TVs doing for the practices that are hosting them? And as a practice owner, manager, or administrator, have you taken careful consideration in choosing what to display on them?
It’s an unfortunate reality that most medical offices have put very little thought into the programming on their screens. One of the most common reasons for having a TV is to help patients relax and pass the time. But certain types of content can do quite the opposite: creating an anxious environment, and making time feel like it’s moving slower.
Cable TV and Medical Networks
A large number of waiting room televisions are simply tuned to local cable stations and broadcast channels. These show hourly round-ups of mundane, recirculated news, unpleasant accidents, or useless stories, soap operas, daytime courtroom battles and semi-offensive talk shows. But other options that seem intelligent on the surface can have an even worse affect. There are a host of medical-related TV products that bombard patients with irrelevant health content. These are paid for by ad services designed to subliminally sell their products to your patients.
Either of these scenarios can present real problems for your practice. What started as an idea to make your waiting room a more inviting and comfortable space can actually backfire if you haven’t paid attention to what’s playing.
Taking Control with a Custom TV System
As a practice manager it’s important to be aware, and in control of what’s on your televisions. This sounds like a tall order, but with new solutions just released on the market, it is becoming easy. You can quickly control not only the programming, but also add some messaging to help the practice itself.
One such service is called It’s Relevant TV. The subscription service allows you to choose from a catalog of 50 topic areas, including stories gathered by well known producers like National Geographic, Food Channel, Minute Science, HowCast, and Medical Minute, allowing you to decide what your patients see while they wait to see you. You can mix things like national news, sports and celebrity interviews, with cooking shows, pets and travel videos. A team of editors filters all of the content, assuring that each episode is family-friendly and office appropriate.
Michele Mirabel, community engagement director at Doctors Express Urgent Care said, “We have compared different opportunities of what we were going to provide in our waiting room. We chose It’s Relevant [TV] because it gave us diversity in the content that was being played. If it was just continuous medical coverage from pharmaceutical groups and on how to treat different ailments, not only is it uninteresting [to the patients] but it can also be anxiety and fear provoking. We really take pride in creating the right environment. From our staff, to the cleanliness of our place, to the information people are getting when they walk in the door.”
Promoting Your Practice on TV, But that’s only part of it. On top of the content that is provided, you as the practice, can promote your services, products and community involvement, too. Images, videos and live social media tools get your messaging across in a subtle way as your patients watch. Almost anything you can create on a smart device, you can upload quickly to your TV screens.
Joyce Ramirez, a Marketing Director at AFC Urgent Care said, “One of the challenges of marketing for an Urgent Care center is that it is not a primary care office and it’s also not a hospital. What I liked about It’s Relevant is that we’re able to showcase the services we provide. We’re not talking about blood pressure screenings and diabetes screenings because those are really for long term care, we’re really short term care. So we’re able to talk about travel vaccinations, immigration physicals, DOT physicals. We’re really able to convey the message of what we treat and the services we provide.”
It’s Relevant TV has been working with many medical and dental clients across the country. Managers love the professionalism the family-friendly content brings to their waiting room. They love how they can update their patients on their latest products and services, with a lower cost than most cable subscriptions.
Television screens can make a big difference in your practice, from higher review scores to increased patient referrals. But it takes the right programming prescription to be sure it’s a positive one.
It’s Relevant TV serves medical and dental offices across the country as well as a host of other hospitality businesses. For more information please visit: http://www.itsrelevant.com/medical