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Smartphones, apps, and libraries


Learn how to integrate mobile technologies into your library services for little to no-cost by exploring new technologies like QR Codes, Augmented Reality, SMS and location-based apps, & how these new …

Learn how to integrate mobile technologies into your library services for little to no-cost by exploring new technologies like QR Codes, Augmented Reality, SMS and location-based apps, & how these new tools can make libraries more relevant than ever.

Presenter(s): Diana Silveira

Published in Technology , Business
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  • “Yellow Line” in football and other sportsNFL Puck MarkerMuseum toursIm
  • A new study from the Pew Internet & American Life project reveals that a third of all American adults—35 percent—now own and use a smart phone such as an Apple iPhone.The Pew findings come from a May 2011 nationwide telephone survey of 2,227 adults. From those interviews, Pew estimated that 83 percent of American adults own a cell phone, and that 42 percent of those cell phones are smart phones. Pew researchers then extrapolated that smart phones have penetrated into a third of the nation's population.That's quite a jump, considering it was just 10 years ago that smart phones first made their way into U.S. consumers' hands. To put it into perspective, that means more American adults own smart phones than:E-book readers and tablets. A similar Pew survey (also in May) on e-readers found American ownership of the devices at just 12 percent. The good news for e-book readers: Growth is expected to double. Tablet computers, at just 8 percent, will have a much slower growth curve, say Pew researchers.Motorcycles. According to the most current data from the Department of Transportation, there were 7,883,446 motorcycles registered in the U.S. in 2009. If you figure the U.S. population in 2009 was roughly 305,530,000, less than 3 percent of Americans owned a two-wheeler. Still, motorcycle and scooter sales are rising along with gas prices.Passports. The U.S. Department of State reports it issued 13,883,129 U.S. passports last year. The U.S. resident population grew from 2009, hitting just under 308,746,000 last April, according to the U.S. Census Bureau.
  • Press F5 or enter presentation mode to view the poll\r\nIn an emergency during your presentation, if the poll isn't showing, navigate to this link in your web browser:\r\n you like, you can use this slide as a template for your own voting slides. You might use a slide like this if you feel your audience would benefit from the picture showing a text message on a phone.
  • What is this “social tipping point” I speak of?  Simply put, it’s when Average Joe Schmoe from Normalsville, Americatown recognizes one of these goofy little squares and immediately knows that he can scan it to get cool stuff.  And believe me or not, in the United States, I think it’s slated to happen this summer.  Let’s look at some indicators and factors in play:Widely Available Mobile Hardware & Software That’s CapableThese are the prerequisites.  Just a few years ago when smartphones represented less than 10% of the market nothing else really mattered.  Now the penetration has eclipsed 50%, and with almost all new shipments being smartphones the adoption curve in the coming months is exponential.Despite the general lack of native handset support for QR scanning, a groundswell of downloadable barcode scanning apps has amazingly managed to carry QR into the mainstream.  And that’s because YOUR MOM is doing it with apps like ShopSavvy (18M downloads).  Maybe more amazing is that adoption numbers have doubled in just the last 3-4 months.Native handset support looms on the horizon.  BBM 5.0 actually already has it, but it’s not very obvious.  Here’s some big news (technically a rumor I guess) that only I can share because, well, it was privileged information (lol, don’t trust me with secrets).  The Android team is incorporating QR scanning directly into the Camera app in an upcoming release.  I can’t disclose my source (rhymes with OductAnager for OogleOggles) but you can imagine how this is going to blow the doors off the QR party.Real World Engagement Grows Exponentially + Recall BonusA recent study by MGH spoke volumes about the growing prominence of QR code marketing to the mainstream consumer.  Here’s the highlights:Whoa. Two-thirds of smartphone users can remember seeing a QR code.  This implies they know what it is.Half the folks that have recently seen a QR code have scanned it.  I expect this to grow as the value behind the code continues to get better.  (As interesting point of reference, think about how many people have recently clicked a banner ad online.)Wowzers, this is such a HUGE BONUS, and definitely something to take advantage of right now.  72% of smartphone users are likely to recall an ad with a QR code on it.  Even if the consumer doesn’t end up scanning it, the QR code helps your marketing stand out from the noise.Not surprisingly, consumers want QR codes to give them something valuable, deliver rich content and connect on social media.  Everything we’ve been telling you here at ShareSquare for a while now (smiley face).I also consider it a harbinger of things to come that gigantic retailers like Best Buy and The Home Depot are now extensively using QR codes in both their Out-Of-Home marketing and as a supplement to the in-store shopping experience.While it’s hard to get a sense of just how much more scanning is taking place (because there are so many different apps) we can infer the % growth in overall volume from Scanlife’s quarterly Trend Report and this Mashable infographic courtesy of JumpScan:The 12x increase in scanning activity over 6 months is pretty compelling, especially considering it’s certainly accelerated even more since December 2010.An interesting note from ScanLife’s most recent trend report is that for the first time, among apps that Scanlife is tracking, QR code scans actually outnumbered 1D/UPC scans.One last factor in play that’s so obvious it’s easily overlooked: in most of America it’s finally getting warm enough to spend lots of time milling about outside.  Since many QR code engagements are Out-Of-Home, a whole slew of no-longer-bemittened consumers will have more time and opportunity to interact with these campaigns.The TakeawaySo what’s all this mean? In short, QR codes are no longer just for the niche & geeky audience, they’re now an effective tool in the mainstream marketing arsenal of artists, event promoters, agencies, studios, retailers, brands and more.The approaching “social tipping point” is a train pulling into the station, and this summer you have the opportunity to hop on, right on time. Whether you’re a novice band promoter or a seasoned pro agency marketer, you can use the ShareSquare platform as your one-stop-shop for creating, deploying and managing your QR code campaigns.  We’ve taken out much of the guesswork by incorporating best practices and immediately optimizing the experience for all mobile devices, so you don’t have to worry about re-inventing the wheel.  Give it spin with a free account, you can be up and running in minutes.
  • Proprietary readers/scanners: Microsoft Tag, ATT….. Cons
  • Great for creating permanent link to impermanent information – bus schedule, programming information, UPDATE CONTENT!!When coupled with a clearly articulated call-to-action near the QR code, we’ve found the most compelling campaigns tend to offer one or more of the following:Exclusive rich media, videos and photosExclusive or time-sensitive accessFree downloads or swag“Instant Win” contestsSpecial offers, coupons or gifts“Secret” informationDeep integration with social media to activate viral loopsThe best advice is to put yourself in the shoes of your target fan. Would you bother pulling out the phone for your campaign? Would you be happy with the pay off? A little bit of time and thought can create a truly successful QR campaign.Try to avoid redundancy (a digital copy of your flyer), irrelevance or dullness (your company’s street address). Take the above image. The U.S. Marine Corps. QR code promises a cool experience but instead leads to a wallpaper download and a commercial.If you follow the best practice and use a direct QR code, simply instructing your audience to "Scan this QR code..." or "Use any mobile scanning app to scan this QR code..." is sufficient training. (All QR codes generated by ShareSquare always follow this best practice.) You can scale your QR code according to this rule of thumb: half an inch larger for every foot of scanning distance. For example: if you expect that your audience will typically be doing so from 20 feet away from the placement, a good size for your QR code is about 10 inches square. The default ShareSquare QR code output is suited for placements where the fan's mobile device will be less than 5 feet away, use the vector PDF download option if you're scaling larger to avoid pixellation. Learn more here.If you are using a ShareSquare QR code (which is optimized for the widest range), we recommend no smaller than 0.5" square. QR codes generated elsewhere are often too complex to scan successfully when scaled this small, so we recommend a 1" minimum for all non-ShareSquare QR codes. There is no maximum size.Placements, Orientation & MaterialsA QR code will work on any material where there is sufficient contrast (see below). Paper, fabric, painted surfaces, tv screens, the options are nearly endless. The QR code is also scannable in any spatial orientation: sideways, upside down, etc. Here's a list of placement tips as well as things to avoid:DOAlways print and perform test scans with a variety of mobile devices and scanning apps before mass deployment.Leave a whitespace "quiet area" equal to 4 cells around the code. (The best scanning apps, like ShopSavvy, still work without a "quiet area" but some won't be able to scan.)Place in well lit, stationary, areas that should have access to the mobile internet.If displaying on a television or digital screen, show the code for at least 60 seconds to give your fan ample scanning time.Consider the height and angle of someone trying to scan. (Not ideal: QR codes at the very bottom of a bus stop placement.)Put it on everything! Posters, flyers, stickers, tags, clothes, packaging - get creative!AVOIDPlacements where part of the code may be obscured, like by a frame.Glossy or reflective materials; glare may make the code difficult to scan.Surfaces that may have wrinkles or extreme curves, like certain areas on a t-shirt.Areas without mobile internet access (e.g. the subway).Moving targets, like placing a QR code on moving vehicle, or only briefly displaying it on a digital screen.
  • Library tours, group study room reservations, point to additional information online, programs, author interviews, trailers, read-alikes, scavenger hunts, games, on newsletters & other printed materials, Ask a Librarian promotion, Conference Tags, walking tours of your town, how-to videos for printer & pc reservation system, encourage feedback, human billboards, contests, business cards, posters, temporary tattoos, magazines – recipes, how-to, ads, trade show booths, make TV interactive, wifi settingsOur top 7 applications for QR codesThere many decent blog posts (just Google “QR code examples”) that illustrate a lot of uses of codes and will give you to food for thought, some are not so creative, but sometimes the simple functional campaigns are most effective – think QR codes on business cards, sorry that’s really mundane!Here’s a list of the top applications that I feel have the best combination of practicality, cost and impact:Maps and signage – “point and find” or “you are here” – this can work well at events, theme parks are large complexes – where someone might need specific guidance to get to something, quickly. You can even create forms of engagement for virtual treasure hunts, or “find your nearest”Coupons and special deals - obvious and likely to become the most exploited, allow users to redeem offers in specific locations, ideally with a time limited offer so they act nowIn-store drive to web – when retail experiences can be so bland, imagine bringing content into that space that offers a richer experience (not a hard sell), check out the PUMA case study at the foot of this post for a great example of this oneHow-to advice – Rich advice based content in the form of “How to” video or maybe audio – great for DIY or interior design, even recipes and cooking advice, maybe a bottle of wine at a restaurantAfter sales care – ever struggled to assemble flat packed furniture or wondered where the specific help area is for the product you have, maybe you just want to add to the “new purchase” experience by having a value-add waiting online for that new consumer or use it for activating a guarantee with data captureDirect response mechanic on any advertising (press, TV, outdoor media, direct mail or brochures) – do ensure the landing page appreciates where I’ve come from, that’s a wasted opportunity and can be limiting for the userE-ticketing – with the ease of creating QR codes, you can issue e-tickets easily enough and have that scanned from your phone to enable access
  • How the Fortune 500 Use 2D CodesCompanies ranging from American Airlines to Sports Illustrated have used 2D codes to promote their products or services. Here’s a quick snapshot of some of the best examples:American Airlines placed 2D codes on outdoor boards in major airports to provide an immediate link to information for travelers on the go. Consumers who scanned the codes got real-time flight status, gate information and access to a reservation portal.BestBuy has added QR codes to their in-store fact tags to give consumers the opportunity to review information about their products. Consumers can also save the information to review at home later or to buy the product instantly via smartphone and have it delivered to their homes later.Barnes & Noble uses 2D codes in the back of its brochures to drive people through to the Andriod andiPhone App pages, where they can download the Nook app directly to their phones.Esquire Magazine used 2D codes to give readers more information about fashion items featured in their magazine. Users can scan the code to get more information as well as a link to the designer’s website to place an order.Fox Broadcasting Company used QR codes to promote their TV show called Fringe. People who scanned the code were given a top-secret message that was available only to people who engaged with the show using their smartphones.O, The Oprah Magazine incorporated ScanLife 2D codes into a feature highlighting multiple products. Readers who were interested in getting more information about the products were able to scan the codes and were driven to mobile web pages.Sports Illustrated used a JAGTAG 2D code to allow readers of their annual swimsuit issue to watch bonus videos of some of their models directly on their smartphones.The Weather Channel used a QR code on one of their weather reports to drive people through to a page where they could download The Weather Channel smartphone app.“Hello, My Name Is” Tags: You know those big red and white tags people wear at events with their names on them? If you put a 2D code in place of your name, you’ll engage people and easily be able to strike up conversations.Outdoor Billboards: Be one of the first businesses in your market to run a giant 2D code on a billboard for your business.Websites: Add a 2D code to the “Contact Us” page on your website so that visitors can download your contact information to their smartphones.Business Cards: Add a 2D code to the front or back of your card so that people can instantly download your contact information.Books, Articles and eBooks: I included a 2D code on the back cover of my book that drives people through to a social media glossary. Our intent was to engage people with a social/mobile tool while they were in the bookstore so they’d be more likely to buy the book. So far, it’s worked well.Webinars: Ready to make your webinars more engaging and fun? Simply include a 2D code as part of your presentation. It’s a terrific way to keep the audience engaged and involved.LinkedIn and Facebook Pages: Adding a 2D code to your LinkedIn and Facebook pages is one of the best ways you can position yourself as a forward, innovative thinker.T-Shirts: Ready to promote your product or service in an innovative way? Then add a 2D code to a T-shirt that you give away to customers and prospects.In-Store Posters with Coupons: Want to provide instant coupons to people while they’re shopping? Add a 2D code that drives them through to a special discount that can be scanned at the register.Dial a Phone Number: Want to encourage people to dial your number so they can order your product? Give them a 2D code to scan. If it’s set up properly, it can instantly dial their phone and connect them with your sales center.
  • Facebook Tips:People do not have to be logged into Facebook or be a member of Facebook to see your business page.The wording on a business page is better suited to a library. The Info tab, for example, is about your location and hours instead of about your personal likes and dislikes.A Business page is placed in Facebook directory for libraries which makes it easier for people find you.You can delete and rename business page, and you can have more than one business page (one for each branch).Business page do not have advertising. (You, as the "owner" of the page, will see advertising on these pages, but visitors will not.)Twitter Tips:Learn the Lingo #, @ and etiquette Tweet Events – and encourage attendeesGoogle+Build your circles -
  • Encourage fan participation:Create fun, engaging conversations with clear calls-to-action. Ask questions and reward responses. If someone posts something you love, repost it and respond personally to them. Allow your fans to post directly to your wall with questions, feedback and complimentsReward FansPost special offers just for your Facebook fans, like discount codes and exclusives on new products. Offer a special code and/or create a Facebook Check-in Deal that can only be redeemed in your store.Negative Feedback will happenWhen you engage your fans in a genuine dialogue, transparency is very important. Remember this is a conversation, so listen and respond, and address negative feedback honestly and openly.It can be as simple as “John Smith, I am going to send you a private message so we can resolve this issue” then contact the user offline.
  • Conversational calendar: Create a schedule and a regular rhythm for your postings and consider posting at specific times when engagement is highest. You can also create weekly features that encourage participation. (See the sample conversational calendars at the end of this guide.) Example:Monday ThemeTuesday ThemeEtc. What themes would be good for your library?
  • GOOGLE GOGGLES* Search by taking a picture with your iPhone camera.* Image recognition technology recognizes objects and returns relevant search results.* Good at identifying barcodes, products, famous landmarks, storefronts, artwork, business cards and print ads.* New! Translates text in 6 languages and solves Sudoku puzzles.
  • Over 100 “layer options” Select Layers Over 100 options from couponing to games to education and artTo promote Louisiana's Voodoo Experience music festival, New Orleans agency Zehnder Communications built a custom augmented reality application for use with Layar. Users could find information about performances, attractions, and services by simply looking through their smartphone's camera. Not sure who's on stage right now? Peer through the Voodoo app to find out, and see who's next with artist profiles and web links. We've covered the potential for mobile technology built around music venues and the application of social media with websites like Superglued.
  • DanKam: Colorblind FixBy Dan Kaminsky Holdings, LLCDanKam is a iPhone app that displays video from the camera (among other sources), remixed so that it's a lot easier for the color blind to see colors, and the differences between colors, more accurately.


  • 1. Smartphones, Apps, and Libraries
    Diana Silveira
    Novare Library Services
  • 2. .
    Its already changing how we view the world
  • 3. What do these have in common?
  • 4. Mobile Phones, Apps & Libraries
    QR Codes
    Social Media
    Location-Based Software
    Augmented Reality]
    And More!
  • 5. Text Messaging
  • 6. Don’t forget: You can copy-paste this slide into other presentations, and move or resize the poll.
  • 7. The Basics
    Terms to know:
    • Texting/SMS
    • 8. Shortcode
    • 9. Blast
    • 10. Incoming/outgoing 
    • 11. Smart phone
    • 12. Clever phone
    • 13. Google Texting Lingo
    • 14. SMS means Short Message Service (i.e., text messaging)
    • 15. 160 character limit
  • Reference Questions
    • Ask a Librarian's SMS 
    • 16. Twilio
    • 17. Google Voice
  • Circulation Notices
    Existing software that can help a library send hold, overdue, and other circulation-based notifications to users. 
    Some examples:
    ILS Vendors with functionality: Koha, Innovative, and Polaris.
  • 18. Send Catalog Records
  • 19. Other Ideas for SMS in your library
    Blast Announcements! 
      SMS Programming Ideas
    Trivia Night
    Registration for Programs
    Feedback from users
  • 20.
  • 21. Promoting SMS
  • QR Codes
  • 24. What is a QR Code?
    “Quick Response” Code
    2D Barcode connects digital and physical world
    Connect to:
    Phone Numbers
    Contact Cards
    SMS & Email
    Use quadripled in 2010 and continues to grow
    Infographic from: SocialWayne
  • 25. Popular Readers:
    Scan a Code
    Not sure – search by phone:
    Tip: There is absolutely no reason to pay for a reader.
    Picture CC: Fimb
  • 26. Create a Code
    Tip: There is absolutely no reason to pay for a generator
    CC Photo from Clevercupcakes
  • 27. Tips for a Successful QR Campaign:Start with the Right Tools
    Use a QR Code Generator you can:
    Test your code with more than one phone
    Gather Statistics
    Change content without generating a new code
    Don’t Use Proprietary QR Codes (e.g. Microsoft Tag)
    Tip: Use different codes to measure different campaigns to the same destination.
  • 28. Tips for a Successful QR Campaign: Creating A PLan
    Have a target audience in mind
    Have a goal
    Educate ALL staff on how to read, use codes
    Have a call to action/purpose or better yet….a REWARD
    Scale image for the correct distance
    If Codes are being displayed, make sure there is WiFi&/or cell signal
    Tip: Make sure the landing page is MOBILE ready!
  • 29. Mashable’s Most important Tip!
  • 30. QR Codes in The wild
    Photos & Ideas from: ACU Library, Half Hallow Hills, Harold B Lee Library, GFU Libraries, SWILSA ,
  • 31.
  • 32. Library Uses for QR Codes
    Connect Books to readers
    QR Codes from Books2Barcodes, Gutenberg, TBLC’s OverDrive, OverDrive iPhone App
  • 33. Creating a QR Code Event
    Create a scavenger hunt for fun, education or prizes
    Create a your own badges, game and tie to FourSquare or Facebook
    Post riddles or trivia with answers displayed as code – or have them enter a contest by scanning and entering answer
    Riddles & Trivia
    Win prizes in exchange for collaborating with your colleagues, sharing locations of hidden codes, being in the right place at the right time, and having a bit of luck!
  • 34. Social Media
  • 35. Create a strategy
    Know your customers, know your goals
    Engage users: make your page useful
    Announce programs (create events)
    Announce new titles
    Promote Services
    Use Insights: see what works…analyze...adjust…
    Now What?
  • 36. Keep it human
    Share news and exclusive content
    People love “sneak-peeks” about new products and news.
    post photos, videos, recipes and anything else that gets people talking.
    Encourage fan participation
    Reward fans
    Handle negative feedback
  • 37. Create a “Conversational Calendar”
    Create a scheduleif have multiple admins
    If no one is responsible, no one will update page.
    Find a rhythm for posting
    Schedule time for Facebook (5-10 minute a day)
    Logistically Speaking
  • 38. Location-Based Tools
    • Keep it Simple
    • 39. Everyone in the loop
    • 40. Promote it
  • Augmented Reality
    “A type of virtual reality that combines real and imagined images in a real-time session. In augmented reality, most of the images are real.”
    Defined in PC Magazine
  • 41. Around Me
  • 42. Visual shopping & Beyond
    Google Goggles
    Red Laser
  • 43. Red Laser
  • 44. Wikitude
  • 45. Layar
  • 46. Change Someone’s Life
    Apps: DanKam: Colorblind Fix, LookTel, Meal Snap
  • 47. Other Niche Products
    London Tube
    Sea Breeze
    AR Soccer
    Social Shopper
    App: Star Chart, Top Apps
  • 48. AR in Cars
  • 49. Shelf Reading?
  • 50. Ready to Create your Own?
    Video Display
    Video Camera
    AR Toolkit
    More info @ Daniel Frommelt’s 2009 Presentation
  • 51. More Toys….Tools of The Trade
    Voice Over IP: Google Voice & Skype
    Cloud Services
    Ebooks - - even on phones!
    Mobile Wallets
  • 52. Changing information Seeking Behavior?
    Search by photo
    Immediacy of information
    Sharing – crowdsourced information as readily available (or more) than authoritative sources
  • 53. Future
    • Mobile Payments
    • 54. Geo-fencing marketing
    • 55. Voice (TTS, STT)
    • 56. Group Messaging (Beluga, GroupMe)
    • 57. SPAM/Malicious apps! 
    • 58.  
  • The Future?
  • 59. Contact