Babelfish Articles Dec 2011


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Babelfish Articles Dec 2011

  1. 1. Babelfish Articles December 2011 Brian Crotty Babelfish.Brazil@gmail.comArticles that caught my attention this month
  2. 2. Index1. Social, Mobile Hotter Than Ever in 20112. How Mobile Will Change Search And Display In 20123. Yes, the Feds Are Spying on Social Media4. Top 14 Things Marketers Need to Know About QR Codes5. Gamification: A Fad Or The Future6. Healthcare Takes It Up A Level On Gaming7. Leadership for the Marketing Optimization Team8. Cash in on Content and Social Media Marketing in 20129. Social Media Agency: Fad or Revolution?10. M.I.T. Game-Changer: Free Online Education For All11. Content and Device Separate12. Listen Without Reacting13. Push Notifications: Keep Mobile Users In Touch14. 2012 Forecast: Mobile Marketing15. Kiip Raises Stakes On Mobile Game Rewards, Partners With Disney16. The Ten Most Annoying Management Terms Of 201117. CPG Shopping Habits Reduced To Four Kinds of Trips18. Youre Using the Wrong Social Media Metrics!19. Mobile Devices Have Eclipsed the Desktop Experience; Get Over It20. Look At The Big Picture In 201221. 5 Innovative Campaigns You Might Have Missed22. Use Your Facebook Timeline Profile for Your Career23. 10 facts of the marketing year (Brazil)24. Top 5 Most Common Networking Mistakes25. ERIC-SCHMIDT-DISCUSSES-GOOGLES-COMPETITORS-CHINA-ACQUISITIONS-AND-MORE26. 2012 Digital Planning Guide27. 6 Game-Changing Digital Journalism Events of 201128. 5 Tech Trends to Watch in 201229. Fjord: Year-End Round-Up: Digital In 201130. Online Love: Amazon Earns Highest Marks Yet31. Dont Worry About Your First Job32. Exposure to Social Media Linked with Changes in Sales and Brand Perception33. Set the Stage for your Next Meeting34. Digitas Bitterman On Owned, Earned And Hype -- And Why Google+ Has Been A Negative35. How to Ace a Google Interview36. The iPhone App Store Generates 4X The Revenue The Android App Store37. For Google, Fixing Android Is Like Herding Cats38. Creating an Engagement Index39. Time to Change Our Thinking...Again40. Publishers Challenge Audience Report41. Want Digital Content Domination - Accelerate content innovation?42. Traditional Brick-And-Mortar Retailers Slowly Catching On To Online Search Marketing43. 3 Marketing Mega Trends For 201244. Optify Forecasts Trends For Marketing and Social Media in 201245. Will Digital Media Folks Own the Next-Gen TV Conversations At CES?46. Biggest Trend Of 2011 In Online Video47. How Data From Social Media Will Impact Marketing48. FCC Moves Toward WiFi On Steriods By Approving White Spaces Devices49. ComScore’s 2011 Social Report: Facebook Leading, Microblogging Growing, World Connecting50. 2012 Trends: Sports Sponsorship Meets Digital Media And Entertainment51. Where Are the Talent Shortages As We Start 2012?52. 4 Megatrends in Social Media and Social Business53. A Few Link Building Predictions For 201254. Why Discovery Must Evolve To Save Social Commerce55. 5 Reasons Why real-time bidding Is Not About Price56. Marc Andreessen: Predictions for 2012 (and beyond)57. With Bluefin Labs, Publicis SMG Looks Beyond TV Ratings58. A New Words Resolution59. Moms Say Social Media Impacts Retail Purchases60. New Years Predictions? No Time For Them!61. The Problem With Gamification62. The Age of And - The mix is where the marketing alchemy comes inBabelfish Articles Dec 2011 Page 2
  3. 3. 63. Five Things You Should Stop Doing in 201264. Stop Competing to Be the Best65. McDonalds Digital Promos Geotarget College Kids66. Global Executives Treading Cautiously Into 1267. Marketers Struggle With Social Media68. EA Sports Creating Real-World Experiences69. Social Business Planning in 201270. Microsoft Mixes Social Networking With Search71. Choosing the Right Social Technology Vendors72. Top Ten Reasons Why Large Companies Fail To Keep Their Best Talent73. Ten Issues Marketers Should Have on Their 2012 Agenda74. Enhance Your Agency-Client Relationships for The New Normal75. Digital Works to Lift Brand Awareness and Sales -- Without Direct Response76. 7 Things Highly Productive People Do77. Study Finds Google Wallet Could Leak Consumer Data78. Use Jugaad to Innovate Faster, Cheaper, Better79. Take Control of Your To-Do List80. Crises in rich countries the major challenge for emerging economies81. Forresters "Three Social Thunderstorms" At LeWeb82. David Armano: Six Social Media Trends for 201283. 5 Ways to Spot a Bad Boss In An Interview84. Web no celular é o maior desejo das classes C, D e E85. Why I Hire People Who Fail86. Augmented Reality Apps Are The New QR Codes87. Top Trends To Keep In Mind In 12: Mediapost Engage Moms88. 10 Strategies For Building A Successful Social Business89. How to Be a Social Media Power Influencer (And Why!)90. Beyond The Dashboard: Online Advocacy And Offline Sales91. How Online Publishers Should Approach Mobile Ad Networks (With Caution)92. Twitter Just Fired A Cannonball At Facebook And Google+93. Twitter Announces Redesign And New Features94. Dont Short-Sell App Engagement -- Or Video95. Tech Trends: Increasing Traffic With HTML5 Microdata96. SEO: Obstacles, Opportunities and the Future97. The Horses Mouth98. Asking Better Questions99. Trick Questions100. Chief Analytical Officer101. The New Social Order102. Test Your Innovation IQ103. Cutting Through the Remarketing Clutter With Real Time Bidding (RTB)104. Social Media ROI Remains a High Priority for Marketers105. 3 Online Advertising Trends To Watch In 12106. More QR Codes In Store (And Elsewhere) For 12107. Goodbye QR Codes, Hello Near Field Communication?108. Implementing Digital Is a Philosophy109. How to Know When You Should Advertise to Tablet Users110. Digital Is a Philosophy: A New Looking Glass for Common Digital Tactics111. Brands face "big data" test112. Google Adds Graphical Math Calculator To Search Results113. The 20 Best New Startups Of 2011114. Who Are the Top 10 Influencers in Social Media?115. 15 Ways to Bring Social Media to Events116. DATA CRUNCHED: How email deluge makes workers go postal117. MAGNAGLOBAL MEDIA OWNERS ADVERTISING REVENUE FORECAST:118. Social Media - Its Not About Technology119. Social Media Connections Between Consumers and Brands That Inspire Sales120. Do We Need Stinkin Badges?121. Casting the Right Hook Into the Digital Talent PoolBabelfish Articles Dec 2011 Page 3
  4. 4. SymphonyRI: The CPG Basket: Fostering Growth in a Time of Conservation Dec… Ogilvy: Exposure to Social Media Linked with Changes in Sales and Brand Pe… Interbrand Best Retail Brands 2011 Edelman: Social Business Planning Comscore Top 10 need-to-knows about social networking_and_where_it_is_head… Comscore The power of like ICT facts figures 2011 MMA mobile advertising white paper english MMA spain mobile white paper spanishBabelfish Articles Dec 2011 Page 4
  5. 5. Buddy Media + Booz co campaigns-to-capabilities-social-media-and-marketing… Break Media Video study 2012-12-8 PWC Millennials At Work 2011 Most Contagious 2011 MIllward Brown: 12 digital predictions for 2012 JWT10 trends for 2012 executive summary 11 12 05 Magnaglobal global advertising forecast 20 december 2011 Babelfish Articles Nov 2011 Earnst & Young: Innovating for the next three billion CMO council survey: Localize to optimize sales channel effectivenessBabelfish Articles Dec 2011 Page 5
  6. 6. Social, Mobile Hotter Than Ever in 2011by Karlene LukovitzSocial media and mobile marketing continued to heat up in the food/beverage and restaurant categories in 2011 --as Marketing Daily’s most-read stories in these areas amply demonstrate:1. Location-Based Marketing To Diners To ExplodeConsumers today want a moveable feast -- sometimes quite literally, as the remarkable growth of specialty and even chain-owned food trucks has shown. And in another tough year for much of the restaurant industry, location-based and social mediaenabled chains and independent operators to target diners in ways that can only be described as revolutionary. Starbucks,McDonalds, Chipotle and Burger King were among the biggies that leveraged Foursquare, Facebook and (in some cases) Twitterto drive folks through their doors, increase per-diner spend and engender loyalty/repeat business with rewards and offerstargeted via consumers profiles and transactions data. Not to mention the continuing explosion of mobile ordering andelectronic payments…2. A First: Pepsi Using Foursquare on Global BasisSpeaking of location-based marketing, restaurants are far from alone in employing this hyper-targeted platform to the max. Inthe beverage category, Pepsi pulled off an ingenious marketing first: Using a Foursquare badge on a global basis. During theprime soda-drinking July 4th weekend, the brand previewed a fun new TV commercial -- featuring a hip polar bear and hisbrown-bear friend by the pool -- on its Facebook page and YouTube. The spot -- the first-ever from a major CPG brand toemploy Foursquare messaging -- debuted on "Americas Got Talent" the same evening. The ad encouraged fans around theworld to follow Pepsi on Foursquare to ―unlock summer fun‖ (those who checked in from specified locations like beaches andparks earned badges and entry in a sweeps). It was supported by Twitter ads, takeovers of Yahoo and other mass-reach sites,and QR codes on in-store promotions that linked fans to the campaign commercials. Marketing Daily readers were wowed bythis campaigns innovation, integration and sheer logistics.3. Dunkin Launches K-Cups; Starbucks Soon to FollowIf there’s anything that’s hotter than single-serve coffee, it’s the rivalry among the major brands pushing to grab maximummarket share in this lucrative, rapidly growing category. In August, Dunkin’ Donuts made its extremely popular coffee brandavailable for sale in its stores in single-serve Keurig K-Cups, for at-home enjoyment. Soon after, Starbucks, also through a dealwith Keurig parent Green Mountain Coffee Roasters, launched its own single-serve packs for the brewing system in food, drug,mass, club, specialty and department stores throughout the U.S. and Canada. Starbucks also has a deal with Courtesy Products,the leading provider of in-room coffee service to U.S. hotels, to make Starbucks ground coffees available in up to 500,000luxury and premium hotel rooms across the U.S., for use in Courtesys CV1 in-room and on-demand brewed coffee system. Now,we’re awaiting Starbucks’ next moves. Might the coffee titan create its own brewing system?4. Brand Keys: Loyalty Now Hinges On DelightMarketing Daily brought readers an exclusive first look at the results of this year’s always much-anticipated Brand KeysCustomer Loyalty Engagement Index, based on tracking key loyalty factors across 528 brands and 79 categories. Just onefood/restaurant brand made the overall top 10: McDonald’s, at #7. The other brands that rose to the top by ―delighting‖consumers with innovative, life-enhancing products and services were #1 Netflix (prior to its ill-advised jacking up ofsubscription pricing), Apple, Walgreens, Discover, Hyundai, Mary Kay, J. Crew, Samsung and Nikon.5. Report: Gluten-Free Momentum AcceleratingWhat’s causing so many Americans to develop allergies or intolerance to gluten? No one seems to know for certain, butaddressing this problem has proved a bonanza for a major CPG makers, private-label purveyors and specialty brands alike.Packaged Facts documented the trend, estimating that the gluten-free food and beverage category had experienced startling30% sales growth in the U.S. between 2006 and 2010. Indeed, the researcher upped its previous sales projection for 2011 to$2.64 billion, from $2.3 billion. With annual compound growth projected at 14% between 2011 and 2015 (to $5.6 billion), thecontinuing stream of new gluten-free products should keep a lot of marketers very busy for the foreseeable future.Babelfish Articles Dec 2011 Page 6
  7. 7. 6. Cabot Soup Swap Mixes Events, Social MediaCabot Creamery, a cooperative of 1,200 family dairy farmers, demonstrates that leveraging social media in sophisticated, highlyeffective ways need not require big budgets. Case in point: Cabots "Community Soup Swap," which combines at-home eventsthrown by popular bloggers, a social media-driven recipe contest, donations to food banks, and Facebook and Twitteroutreach. Cabot also employs its extensive social media and blogger networks to marshal volunteers who organize cheese-sampling events in their localities. Furthermore, it recognizes people who serve their communities via programs in partnershipwith national organizations and its online ―Random Acts of Cheddar‖ initiative.7. Millennials: Big On Cause-Marketing, Not On TVResearch of relevance to virtually all categories, including food/beverages and restaurants. A study from Barkley marketingagency, Service Management Group and The Boston Consulting Group confirmed that Millennials are more aware thanAmericans of other generations of cause-marketing-based ad campaigns, and more likely to be exposed to these throughsocial media and online channels. Equally important, just 26% watch 20-plus hours of TV per week, versus 49% of the rest ofthe population. Among the other key findings: Millennials seek peer affirmation/advice; they crave adventure and fun; theyuse their mobile devices to scope out deals and products while shopping; they’re more likely to grocery shop in groups;they’re big on snacking, and they prefer casual dining.8. McDonalds Using Foursquare in N.Y.C.The QSR giants first use of Foursquare in the New York metro area focused on driving awareness and sampling of its McCafébeverages. McDonalds encouraged residents of nine metro areas to celebrate their hometowns and engage in three separaterounds of friendly competition to win McCafé ―parties.‖ The three boroughs/towns with the most Foursquare check-ins fromMcDonald’s locations each won a full day during which free, small McCafé drinks were distributed at a local McD’s. The conceptwas supported by a Twitter campaign, mobile banners, radio, out-of-home and in-store merchandising. In addition tosupporting McCafé sales and boosting brand loyalty, the initiative yielded ample marketing intelligence about regionalproduct preferences and behaviors.9. Brand Keys: Amazon Is 2011s #1 Loyalty LeaderMore insights from Brand Keys’ 2011 Customer Loyalty Engagement Index study, this time showing the top 100 Loyalty Leaders.Topping the list: Amazon, Apple (smartphone), Facebook, Samsung, Apple (computer), Zappos, Hyundai, Kindle, Patron tequila andMary Kay.10. Gen Y Changing Alcoholic Beverages MarketplaceAnother piece resonated with readers because of the pressing need to understand Millennials’ behaviors across all productcategories. Nielsens Millennial Study found that those in this age cohort are more open to exploring new alcoholic beverageproducts; consume more wine and spirits than their parents did (although they still drink beer most); are more likely to equatecost with quality; and are heavily influenced by social media. The researchers stressed the impact of multicultural Gen Y’s, inparticular, on the alcoholic beverages market.How Mobile Will Change Search And Display In 2012by Laurie Sullivan, Dec 28, 2011, 12:49 PMGoogle has developed a framework for the AdWhirl SDK that allows developers to display banner ads from different networksin their iOS and Android applications, but it also enables them to turn off the refresh rate for ads serving up in apps on mobiledevices. Allowing developers to turn off the refresh rate is significant because the longer the ad remains on the screen visibleto the user, the better the chance it will be clicked on.Eric Leichtenschlag on the Google AdMob team tells us that advertisers need only indicate to AdWhirl the ad networks whereads should appear, along with the percentage of requests to allocate to each network. AdWhirl handles the ad requeststhrough Ad Mob. Eliminating the refresh rate prevents AdMob from grabbing and serving up another ad on its own.Framingham, Mass.-based IDC estimates Google will take 24% market share of the $2.1 billion U.S. mobile ad biz this year -- upfrom 19% and $877 million, respectively, in 2010. IDC believes Google holds about 91% share of the mobile search market.Combine mobile search with mobile display, and IDC pegs Googles share at 71%, up 11% in the past year.No doubt about it -- mobile search and display ads will become the hot trend for 2012. In November, IgnitionOne reported thatBabelfish Articles Dec 2011 Page 7
  8. 8. consumer mobile searches rose 355% in the past year, since Q4 2010.During the Search Insider Summit earlier this month, we asked marketers attending the event to name the percentage of theironline budgets earmarked for mobile in 2012. Half of the respondents said they would allocate between 11% and 20%, followedby one-quarter who said between 1% and 5%, and another quarter that said they would allocate between 6% and 10%.Marketers and advertisers should expect major changes to occur in search for 2012. Brands now imprint QR codes oneverything from pickup trucks to billboards, helping consumers find information on the go through smartphones. In a blogrecap posted last week, Googlers wrote that 79% of smartphone consumers use their phones to help when shopping bycomparing prices and finding more product info. About 70% use their smartphones in a store, and 77% have contacted abusiness via mobile, with 61% calling and 59% visiting the local business.Aside from QR codes, marketers should expect a higher dependency on voice search in 2012. Google and Bing launched versionsfirst, but Apples Siri for the iPhone showed us a better way to get answers and produce actions without typing keywords intoa search engine.Yes, the Feds Are Spying on Social Mediaby Erik Sass,Just in case anyone still harbors illusions on this score, the answer is ―Yes, the federal government is definitely spying onsocial media.‖ In the latest development, a group of online privacy advocates is suing the Department of Homeland Security forfailing to release records of its online spying -- which isn’t terribly surprising, considering that it’s not really spying anymore ifeveryone knows what you’re doing.The DHS has admitted in a public statement that it creates profiles to monitor ―publicly available online forums, blogs, publicwebsites, and message boards,‖ including social media sites like Facebook and Twitter, in what is known as the ―PubliclyAvailable Social Media Monitoring and Situational Awareness Initiative.‖ The aim is to ―to provide situational awareness‖ forthe federal, state, and local governments; the DHS ―may also share this de-identified information with international partnersand the private sector where necessary and appropriate for coordination.‖ Crucially, the DHS statement also reveals thatparticipating agencies may reveal personally identifying information about Internet users in emergency, life-and-deathsituations.The list of search and monitoring tools used by the DHS includes Collecta, RSSOwl, Social Mention, Spy, Who’s Talkin, and ShrookRSS Reader, while public content and media sharing sites monitored by DHS include Hulu,, Live Leak, Magma, TimeTube, Vimeo, YouTube, and MySpace Video. Twitter alone is monitored through a score of Twitter-specific search engines andtrend monitoring services.The array of search terms used by DHS to keep tabs on social media includes ―Secret Service,‖ ―Border Patrol,‖ ―Agent,‖ ―TaskForce,‖ ―Air Marshal,‖ ―Assassination,‖ ―Attack,‖ ―Drill,‖ ―Exercise,‖ ―Cops,‖ ―Dirty Bomb,‖ ―Militia,‖ ―Shooting,‖ ―Shots fired,‖ ―Deaths,‖―Explosion,‖ ―Gangs,‖ ―Breach,‖ and ―Lockdown,‖ as well as -- surprise -- the names of agencies like the CIA, the FBI, and ofcourse the DHS itself.Back in April 2011 an organization called the Electronic Privacy Information Center filed a Freedom of Information Act requestfor records pertaining to the DHS use of social media monitoring -- a request that EPIC says the DHS has failed to respond to.Thus on December 20 EPIC filed an FOIA lawsuit against DHS for these records, which EPIC director Marc Rotenberg told ABCNews will supply more information about when, where, and how social media monitoring is used.ABC News quotes Rotenberg: ―We want to know how theyre collecting information online, what theyre collecting online and iftheres legal basis to do this… We are trying to understand what the circumstances are when the DHS is engaged in tracking tosocial media sites.‖In an earlier post I wrote about the fact that the DHS is using social networks to ferret out fake "green card" marriagesbetween U.S. citizens and immigrants for the purpose of obtaining residency or citizenship for the latter. According toawesomely frank internal DHS records obtained by the Electronic Frontier Foundation under a Freedom of Information Actrequest, ―Narcissistic tendencies in many people fuels a need to have a large group of ‘friends’ link to their pages and many ofthese people accept cyber-friends that they dont even know. This provides an excellent vantage point for [the Office of FraudDetection and National Security] to observe the daily life of beneficiaries and petitioners who are suspected of fraudulentactivities.‖Top 14 Things Marketers Need to Know About QR CodesAngie Schottmuller, December 30, 2011118 CommentsI recently spoke at SES New York on best practices for mobile marketing with QR codes. Heres a follow-up crash course ontools, tactics, and best practices to confidently help you jumpstart a 2D barcode marketing campaign.1. A QR Code is a 2D BarcodeQR codes are an encoded barcode image resembling a square-like maze. Unlike a 1-dimensional UPC code, a 2-dimensionalBabelfish Articles Dec 2011 Page 8
  9. 9. barcode stores data in both directions and can be scanned vertically or horizontally to be decoded. 2. 2D Barcodes Can Store a Variety of Data A traditional 1D barcode (UPC/EAN) stores up to 30 numbers, while a 2D barcode (QR) can store up to 7,089 numbers. The additional storage capacity accommodates a variety of data beyond numbers: Text Hyperlink Telephone number (Phone call) SMS/MMS message Email (Send message) Contact entry (vCard or meCard) Calendar entry (vCalendar) Storing a hyperlink presents a myriad of possibilities beyond just loading a web page -- play a video, download a mobile app, check-in on Foursquare, update a Twitter status, "Like" a Facebook page, display map directions, and more. 3. Read/Decode a 2D Barcode by Scanning it With a Smartphone (A 2D barcode reader app is required to decode the encoded data.) 4. 2D Barcodes Can be Placed in and on Nearly Any Location Once the barcode image is created, it can be printed on nearly any surface and location -- newspapers, TV ads, billboards, temporary tattoos, product packaging, clothing labels, cake frosting, and more. This enables you to drive traffic, interaction, and conversion from anywhere. 2D barcodes excel at bringing non-digital media to life. Note: Use caution placing barcodes online. They should always enhance the user experience. If a user could click a hyperlink, dont make them scan a code to complete the same task. Bear in mind the location must be easily scannable. Plastic frames and packaging can reflect light. Lighting can cast shadows, and hillsides and subways can kill Wi-Fi access. Consider all contextual factors that could impact the scanning experience. 5. Mobile Barcode Scanning is on the Rise 2D barcode scanning outnumbered 1D (UPC) scans in Q1 2011. - ScanLifes Q1 2011 Trend Report Mobile barcode scanning grew 1,600 percent in the year 2010. - ScanLifes 2010 Trend Report (PDF) QR barcode scanning was up 1,200 percent in the second half of 2010. - Mobios Naked Facts Report 22 percent of the Fortune 50 have already used mobile barcodes. - Burson-Marsteller Report Babelfish Articles Dec 2011 Page 9
  10. 10. QR codes can be used for nearly any function (logistics, advertising, customer service, etc.) for B2B and B2C across a variety of industries: Best Buy uses QR codes on in-store price tags for quick access to online reviews. Golf Digest uses Microsoft Tag in their magazine to accompany tips with interactive video. Real estate agents use 2D barcodes on "for sale" signs providing prospective buyers access to virtual tours. Libraries are using QR codes to facilitate learning via interactive scavenger hunts. 6. QR Isnt the Only Type of 2D Barcode The most popular 2D barcode formats are QR code, DataMatrix, ScanLife EZcode, and Microsoft Tag (Tag). There are several key differences in these code formats. ScanLife EZcode and Microsoft Tag are proprietary formats only decodable by their tools, while QR and DataMatrix formats are open standard. (Additional format differences can be addressed in another blog post.) A Google Trends analysis of these 2D barcodes shows "QR code" dominates by far from a search popularity perspective. QR has become a common term used to reference a 2D barcode (2D code, mobile tag, mobile barcode, etc.) even when codes are technically a different format. Even@MicrosoftTag uses the #QRcode hashtag on Twitter. 7. Tools to Generate and Read 2D Barcodes are Free Tools are available for all major mobile phone handsets. To run a 2D barcode campaign youll need to following:1. 2D barcode generator (Website service)2. 2D barcode reader (Mobile app)3. [Optional‖ 2D barcode management/tracking tool (Website service) Generators: Different generators have varying features. Choose a generator based on the options for: Code Format (i.e. QR, EZcode, Tag, etc.) Stored Data (i.e. hyperlink, meCard, SMS, etc.) Output (i.e. color, size, download file type, etc.) is a comprehensive QR generator providing a variety of stored content, color, size, and output options. ScanLifes generator creates their proprietary EZcode as well as QR and DataMatrix formats. Microsoft Tag only generates Tag. Note: To generate a code on the ScanLife or Microsoft Tag sites, youll first need to create an account. (Tag requires providing personal info like birth date, gender, etc.) Readers: Microsoft Tag and ScanLife EZcode can only be decoded by their respective reader apps. Because of the open standard for QR codes, dozens of reader apps are available. (DataMatrix is usually supported on most QR readers.) Some mobile handsets come with a reader app pre-installed. The following 2D barcode reader apps work on the majority of phones/handsets. Download Link Reader App Code Formats (from your mobile phone) RedLaser QR, UPC/EAN BeeTagg Reader QR, DataMatrix, BeeTagg AT&T Code Scanner QR, DataMatrix, UPC/EAN ScanLife EZcode, QR, DataMatrix, UPC/EAN Microsoft Tag Tag RedLaser and AT&T Code Scanner also have geolocation features for local price comparison shopping. Babelfish Articles Dec 2011 Page 10
  11. 11. 8. Management Tools are Available to Track Scanning Analytics URL-shortener and web analytics for 2D barcodes storing URL hyperlinks are a great start. For comprehensive scan tracking, youll need to use a barcode generator tool that includes tracking analytics. (These tools are not independent.) Some management tools will merely track the number of scans while others provide detailed metrics like demographics, repeat scans, geolocation, and more. Collected analytics depends on the reader app used for scanning, so data results may vary. Management tools are relatively inexpensive and sometimes free. Paid plans typically have a free trial with fees based on the number of scans. 2D Barcode Management & Tracking Tools: Microsoft Tag (Tag) ScanLife (EZcode, QR, DataMatrix, UPC) Tappinn (QR, UPC) Paperlinks (QR) QReateBUZZ (QR) BeQRious (QR) SPARQCode (QR) QReate and Track (QR) 9. 2D Barcode Content Should Provide Special Value for the Customer Its work to scan a barcode, so users have higher expectations as to what content they will find. Reward the user with discounts, exclusive content, or useful tips relevant to the codes context. Consider scenarios that leverage smartphone features (email, SMS, phone call, video, map, apps, etc.) to save the user time. For example, including a QR code on a business card that links to a meCard would be a lot easier than the user manually entering the contact record. In contrast, a QR code that links to a website homepage adds limited value. Note: If you link to a web page, make sure that its mobile-friendly. 10. Small or Complex QR Codes Cant be Scanned by Smartphones With Lesser Quality Cameras Complex 2D barcodes (a lot going on, not very dense) are more challenging and time consuming to scan. In the case of QR codes, more stored content forces a larger code size. In general, its best to minimize data stored in 2D barcodes. Always use a URL-shortener to shrink hyperlinks. (Add analytics tracking parameters before shortening the link.) Warning: Small, complex QR codes are the biggest mistake currently being made by marketers. (Microsoft Tag and EZcode formats generally dont have this issue.) Smartphone cameras with resolution less than 4-megapixels cant scan a QR code smaller than about 1"x1". Moreover, without the auto-focus (AF) camera feature, a complex QR code will have the same scanning issue, even if the code is larger. The iPhone 3GS and Blackberry are popular handset examples that lack both of these camera features. Unscannable codes kill and delay the adoption rate for 2D barcode campaigns. Tip: Always provide a back-up (i.e. hyperlink, SMS text message, etc.) option for users to retrieve info within the code. A back- up enables non-smartphone users to also participate. 11. Consumers Need Guidance to Scan 2D Barcodes The variety of code types, readers, and different terminology is confusing to consumers. Nielsen Company estimates that only 40 percent of U.S. mobile devices are smartphones as of Q1 2011, growing to almost 50 percent by Q3 2011. That means there are a lot of smartphone rookies that barely know how to use their phone, much less distinguish differences in mobile barcode formats and reader apps. As long as 2D barcodes are a novelty concept, always include a brief step-by-step guide with the context of your code. Logical steps:1. Get the reader app2. Scan the code with your mobile device3. (Action that happens upon scanning) Tip: For the reader app download, include a URL link or SMS shortcut to expedite the process. This step is imperative when using proprietary Microsoft Tag or ScanLife EZcode formats since only one reader is capable of scanning their codes. Steps two and three can be combined as a call-to-action. Example: "Scan to ____." (... watch a video, download our app, call customer support, etc.) 12. 2D Barcodes can be Customized Artistically Babelfish Articles Dec 2011 Page 11
  12. 12. QR codes include an Error Correction Level (ECL) that enables "damaged" codes to still be scanned. The error level tolerance (set by the code generator) can be as high as 30%. As a result, creative license can be used to create designer QR codes from a variety of colors or materials (i.e. jelly beans, sand castles, product packaging, etc.) as long as there is adequate contrast to read the code. When it comes to advanced QR code graphic design, its harder than it looks. If you want to get fancy, I recommend connecting with QR art experts at or Microsoft Tag also allows for artistic codes. Their custom tag tool allows users to generate art from codes or even overlay codes on top of photographs. Tip: Some artistic design is fun and good to see; however, dont go overboard. As long as 2D barcodes are novelty, its important that users easily recognize a scannable code from a distance. 13. Testing Scannability is Imperative. Before you mass print or distribute barcodes be sure to test for scannability. Testing factors: Smartphone cameras (resolution/auto-focus) Reader apps Scan context (i.e. lighting, shadows, surfaces) Scan distance Scan timing 14. Seek Expertise to Ensure Successful Campaigns To ensure campaign success, consider consulting with a mobile barcode marketing expert, especially if its your first time running a mobile barcode campaign. Technology, trends, and tools in this arena are rapidly changing. A few hours of expert consulting can bring your team up to speed, help optimize campaigns for success, and avoid unnecessary embarrassment for poor implementation. Expertise goes beyond consultants: Talk to your web analytics guru and learn all you can about the mobile users currently accessing your website. Seek out mobile marketing industry statistics regarding popular devices and demographics to appropriately target your audience. (Compete,ScanLife, and eMarketer provide regular useful reports.) Follow the #QRcode Twitter hashtag or subscribe to "QR Code News & Mobile Trends" ( for the latest news and case studies. Finally, download my QR Code Best Practices Checklist & Campaign Worksheet to help plan and manage your campaigns: Next Steps...Are you ready to jump start a QR code campaign? What questions do you have about the technology, tools or tactics? Please let me know in the comments below. Ill be sure to address the most popular topics in upcoming articles. Gamification: A Fad Or The Future There is lots of evidence that brands see loyalty increases when they invite consumers to participate in an experience. Even Facebook ―likes‖ increase with the smallest gesture of asking people for their opinion in a survey. People collect experiences and they value the involvement that an experience offers. For that reason ―gamification‖ or the application of game mechanics to other types of experiences is interesting because it increases involvement and it’s been shown to create consumer loyalty. And as we all know, loyalty has real business value. While we’ve seen success applying gaming principles to experiences we’ve built for Millennials, there seems to be an emerging debate as to whether or not gamification is here to stay or if it’s currently at the tail end of what Gartner Research deems a hype cycle. This marketer for one thinks gamification will continue to grow for the foreseeable future. There sure doesn’t seem to be a slow down in gaming. Fifty-seven million Americans have played games in a social network (the highest percentage of which are 18 - 34) and according to Research by Pop Cap Games, the number of people spending 6+ hours a week playing social games has doubled since January 2010. But beyond the rise of gaming, here are a few reasons why the relevance of gamification might continue to be applied to Babelfish Articles Dec 2011 Page 12
  13. 13. other types of experiences: 1. People want it. In a recent study by Latitude Research on the Future of Gaming, they found that more than 50% of smartphone users who identify as casual gamers would like to see game dynamics applied to issues outside of traditional games including learning and education, healthcare, and financial planning. 2. The principles of game thinking are very aligned with Millennial values: competition, community, self-expression and reward are all things Millennials value and they are core to a great game experience. These principles are being applied to everything from sport participation (Nike+) to loyalty programs (Starbucks) and health management. I am currently using a new app called The Eatery by Massive Health that helps people improve their health through better eating habits using a game like interface. 3. Entertainment and work have collided. With increased mobility today, there is little separation between the two and as Gartner Group predicts, gamification is something that every CIO, IT Planner and Enterprise Architect must be aware of. As Millennials look for gratifying work experiences, gamification in work can improve results and satisfaction. has already adopted a Bunchball plugin called Nitro that uses game-like progress tracking, team standings and rewards to increase motivation, engagement and performance. 4. Millennials and Gen Z have grown up as gamers: As such they are very familiar with gaming interfaces in a variety of user experience scenarios. Who hasn’t given their kid their iPhone to keep them busy while in line at Starbucks? What Windows was to baby boomers, gaming interface is to these generations. Ford recognized that and has brought gaming principles into its new Ford Fusion dashboard display. Drivers compete to add leaves to a digital tree by driving more efficiently. 5. Gaming principles have been proven effective for problem solving. In fact, in a study published in the journal Natural Structural & Molecular Biology, players without backgrounds in biochemistry used a game called Foldit to help scientists predict the structure of the retroviral protease, which plays a critical role in the way HIV multiplies. According to Seth Cooper, the game designer, using Foldit to turn a scientific problem into a competitive game ―provides a framework for bringing together the strengths of computers and humans.‖ Computers don’t have great special reasoning skills whereas humans do.If gamification is here to stay, how do we as marketers use that to our advantage? Successfully applying game mechanics tocreate engaging experiences that increase loyalty requires recognizing that just as all people are not the same, neither are allgamers. Before designing any game driven brand experience, marketers need to understand who their target is and what theyfavor as an interaction mode. Are they competitive and strive for status (Foursquare), community and sharing oriented(, curatorial (Digg), or creative (SETIquest).And finally, gamification requires that brand experiences support people on their journey from novice to expert because theywill have different needs to stay engaged as they progress: 1. Make it easy to learn so on-boarding is fast and engaging. 2. To be involving, show them the way to mastery so there is a path to accomplishment. 3. Increase challenge and reward along the way with fresh content, activities and access.Whether or not you believe gamification is here to stay, at least for Millennials, bringing game mechanics to a brandexperience can help add familiarity and fun, deepen involvement, increase performance, and most of all, build loyalty. I for onesay game on.Healthcare Takes It Up A Level On GamingGamification, the tactic of applying game mechanics to traditional activities, has officially realized its self-fulfilling prophecyfrom early 2011 predictions of becoming the next big thing.In March, we blogged about our experience at SXSW, noting Seth Priebatschs belief that the next decade will likely see thegame layer prevail over social media. Gamification is slated to lead a new era of incentives, giving users a way to interact withtraditionally non-game activities.If you think adding a game layer to a marketing experience will benefit your brand, there are a few ways to up the ante whenincorporating it into your strategy.The concept of gaming, rewards and incentives isnt new. Companies have been helping brands do it for years withsweepstakes, instant win games, loyalty solutions and more. But we are now shaping it in new ways, in new places and fornewer audiences.Making Health FunAARP launched a program this fall under its Brain Health channel, inviting site visitors to a photo memory challenge andoffering a chance to win an Amazon Kindle, Apple iPad2, iTunes gift cards, Nintendo Wii and Wii Fit Plus, and $250 towardBabelfish Articles Dec 2011 Page 13
  14. 14. nutrition counseling – all prizes that tie in to users overall health and wellbeing. Games, according to health experts, can helpward off diseases like memory loss, dementia and Alzheimers."Our brain health games are some of the most popular on the site,‖ said Nataki Edwards, vice president, digital strategy &operations for AARP. ―The Photo Recall Challenge brought together our users love of games, as well as their interest in stayinghealthy and vibrant. We knew that a game challenging memory would work well with our audience and the results did notdisappoint –more than 134K people entered this sweeps."Think games are just for kids?Games also are effective for repeated brand engagement, and a surprising gamer segment is the over-55 crowd, who enjoyplaying games, puzzles and trivia in the online environment."It’s not surprising that the over-50 crowd loves games,‖ Edwards added. ―Sudoku, solitaire and mah-jongg were all verypopular games played in the real world and now they can be enjoyed online as well."Blue Cross Blue Shield gets in the gameBlue Cross Blue Shield of Florida was looking for new ways to encourage Floridians to live an active, healthy lifestyle."In February 2011, we refreshed our brand promise with three core tenets: affordability, access and community support,‖ saidKate Warnock, social media community manager for Blue Cross Blue Shield of Florida (BCBSF). ―The Pursuit was created as a wayto connect Floridians with nonprofit organizations who expand the reach of our brand promise and help more Floridians in theirpursuit of health."To drive awareness, a social media campaign highlighted three non-profit organizations on BCBSFs Facebook page, invitingFloridians to vote for the organization that should win the monthly mash-up. Each monthly winner was awarded $3,000, whileeach of the runners-up received $1,000.A leaderboard posting the monthly winners put visibility behind the initiative, showing which organizations were benefitingfrom users votes, as well as the total amount donated to date.Dont think gaming aligns with your audience?Maybe thats a perfect reason that it does. Gaming by nature is fun, interesting and even competitive. What audience doesntwant to be captivated? Rather than using the same old tactics to convince, persuade, and educate, reprogram and think aboutthe entertainment factor.The questions every brand should think out loud are, "Is my brand providing organic value to the consumer?" and, if not, "Canwe at least make their experience interesting so they spend more time with us?"Whether or not your brand marketing aligns with a true gamification strategy, remember that in todays world, the consumer isalways assessing ―whats in it for me.‖ If your brand, service, or organization can provide extra value, youll be sure to lock intheir attention.Leadership for the Marketing Optimization TeamBryan EisenbergI rarely get new questions I havent written about before in this column - as I mark my 11th year as a ClickZ columnist. Yet, atSES Chicago in November, one of the attendees asked me how you go about building out a marketing optimization team. Whatkind of people do you need? What kind of backgrounds should they have? I know Ive discussed this with clients, but I haventwritten about it before.First, please notice that I didnt call the team the landing page optimization team or the conversion optimization team. Thisorganizational monstrosity is part of the we-work-in-silos-but-pretend-to-cooperate mentality that produces poor anddisconnected experiences for customers. For digital marketing efforts to maintain consistency across all channels, trafficgeneration needs to be intimately connected to your website and, if appropriate, your offline experience - after all, those arethe experiences promised. Never forget that your website is the glue that binds all your channels together.Jeffrey Eisenberg, my brother, likes to remind people that in our increasingly transparent experience economy, marketers areno longer paid to make promises that the business has no intention of keeping. If youre still in an organization that thinksthey can promote their way to success, bail now. Experience is what matters and you better deliver better than what youpromise or the world will quickly know.Is building a successful optimization team possible? Yes! Based on my experiences working with and training successfuloptimization teams and the research Ive seen from Econsultancy and MarketingSherpa on the topic, I can tell you how tomake optimization succeed.The first and most critical position is to have someone at a vice president or above level that is in control of the conversionrates directly responsible for your optimization efforts. They, along with their staff (well discuss shortly), should all beincentivized directly based on their results of improving conversion rates and revenue. The KPI should relate to marketingBabelfish Articles Dec 2011 Page 14
  15. 15. efficiency. There are a few ways to calculate this but gross margin over marketing expenses is my favorite.This leader should be the online equivalent of your offline VP of sales. This executive should have direct accountability tosomeone in the C-suite who supports the effort. This person should be both extremely curious and driven. This person shouldalso possess a high degree of empathy for the customer and the customers experience. This person is also a competent jackof all trades with significant understanding of online marketing methods including: search engine marketing (SEO and PPC),affiliate marketing, social media, etc. Theyve probably been reading a bunch of the books on this list I put together. They willneed to work collaboratively with all those teams and the web analytics group to segment and continuously tweak both thetraffic driving efforts along with the site experience efforts.Im not done. This person should be comfortable working with a variety of methods of identifying insights and optimizationtechniques. Econsultancys 2011 conversion report found that companies whose conversion rates have improved over theprevious 12 months are using on average 26 percent more methods to improve conversion than those companies whoseconversion rates have not improved.Irrespective of the leader of the team, its very important that the culture of your organization allow for intelligent risk takingso that this person is empowered to try radical efforts to improve conversions and not simple methodical efforts. A stronganalytic background is truly not required. Nevertheless, this person should have the ability to be able to use data to tell thestory of what is happening to your visitors based on that data they gather themselves or they get directly from an analyst. Icant emphasize strongly enough how much more important it is to be connected to the narrative of the experience than thedata it leaves as residue.This is generally why most traditional web analysts dont make for good optimization team leaders. They love the data divingbut not the storytelling and brand value.This person must also have the authority to draw upon a steady stream of talent ranging from web analysts, creativeresources (designers, copywriters, videographers, merchandisers, etc.), as well as IT resources in order to be able to execute ona continuous basis. Ideally there are resources dedicated to the optimization team, but they can be shared as long as there isa strong value placed on prioritization and execution in the organization. This team should not exist as a vacuum within themarketing organization but should draw upon the knowledge and experience of the media team including search, display,email, affiliates, and even offline media. The research shows that organizations that have more people dedicated to improvingconversion rates tend to improve their conversion rate the most. Not a big surprise, Im sure.Lastly, in order to be successful, you need the tools in place to have the agility to gather insights, create ads and landingpages (or paths), refine marketing campaigns and pages, launch tests, and segment and personalize website experiences.Allow this person to be trained and train your team in the art and science of marketing optimization and allow them to createa structured approach to conversion and you can virtually guarantee youll squeeze a lot more conversions from all yourmarketing efforts.The reality is I have only met a few dozen of these individuals who have this experience over the past decade. Im sure thereare some I havent met yet, but they are a rare breed. These leaders are going to have to be trained and mentored in order formore companies to see the massive traction that these leaders have brought to their organizations. You cant outsource thiscore competency or downplay it. Its a serious commitment, but one that has a high payout over the long term.P.S. Ever wonder why the leaders in conversion outperform the average conversion rates by a factor of 500 to 1,000 percent?Think compounding! For example, a 5 percent improvement every month for a year is an 80 percent increase. Steadydisciplined optimization is not a project, its a core competence for industry leaders.Cash in on Content and Social Media Marketing in 2012It has been predicted that 2012 will be the year of content. Whether you’re building your personal brand for careerdevelopment and professional growth or you’re building your business brand to reach new levels of success in the new year,content marketing and social media marketing should be part of your 2012 marketing strategy.Following are strategic steps you should take (if you haven’t already) to ensure you’re poised for social media marketing andcontent marketing success in 2012 and beyond (adapted from 30-Minute Social Media Marketing, McGraw-Hill 2010;and Content Marketing for Dummies, Wiley 2011).1. Begin with BrandingThe first step to joining the digital age and starting your journey on the social Web is to evaluate your own brand promise.How do you want to position yourself in the marketplace? A focused brand is a strong brand, so determine your niche and useit as your primary brand message and image.Your audience needs to develop expectations for your brand in order to develop loyalty to it and feel secure enough in yourbrand message to talk about it with their own friends and connections, particularly across the social Web. You must meetaudience expectations in every brand interaction or they will feel confused and turn away from your brand in search ofanother that does consistently meet their expectations. Don’t let your audience get away. Determine your brand promise andBabelfish Articles Dec 2011 Page 15
  16. 16. position and stick to it at all times.2. Create Your Branded Online DestinationsOnce you know how you want to position your brand in your audience’s minds, you can create your own branded onlinedestinations. The destination you choose to start with is up to you and depends on the types of tools you enjoy using andfeel like you can stick with for the long-term. Start a blog, create a Twitter account, get on Facebook, connect with people onLinkedIn, and get active on Google+.Most importantly, choose one branded online destination to be your core branded online destination. This is the place whereall of your online content and conversations will lead back to. It will be the central hub of your online presence and willbecome the go-to place for people to learn anything and everything about your brand. I recommend a blog for a core brandedonline destination because blogs are so search engine friendly and flexible, but the choice is yours. The most important factoris that your core branded online destination is kept fresh with new content that effectively represents your brand promiseand invites interaction and sharing.3. Find Your Best AudienceWho do you want to connect with online in order to build your brand, business and career? You can engage with existing andpotential clients, online influencers, experts, customers, and more on the social Web. You simply need to determine who youwant to talk to and go out and find them. Visit and type in the keywords your audience is likely to use to findbrands, businesses, content and conversations like yours. Follow the links. Chances are you’ll end up finding multiple siteswhere your target audience already spends time.When you find your target audiences’ online hangouts, spend some time listening to the conversations happening on thosesites. What topics are important to them? What gets them excited? This type of information-gathering is extremely valuableand allows you to create your own content strategy to best meet your target audience’s existing wants and needs.4. Join the ConversationLook for social destinations such as blogs, Twitter profiles, Facebook pages, forums, and so on where you can interact withother people by publishing comments, asking questions, and answering questions. However, you must avoid self-promotion.No one will want to engage with you if you spend all your time trying to sell yourself or your business. Instead, apply the 80-20 rule of marketing to your activities, and make sure at least 80% of the time you spend on social media activities is notself-promotional and only 20% is self-promotional.In time, those audiences will get to know you and develop expectations for your conversations. Eventually, you can lead themback to your own branded online destinations through links to related content. There you can deepen relationships. It’s thistype of relationship-building that enables you to develop a band of brand advocates online who will talk about your brandand defend your brand against naysayers. There has never been a more powerful form of word-of-mouth marketing, and youcan tap into it thanks to the social Web!5. Publish Shareworthy ContentBelieve it or not, everyone can benefit from social media because of a phenomenon I call the compounding effect of socialmedia participation.Here is how it works:How do people find information about businesses in the 21st century? Do they pick up the printed Yellow Pages directory?No. They log into their computers or pick up their smartphones and visit Google where they type in keywords related to thebusiness or professionals they want to find. You need to be represented when people search for keywords related to you andyour business!Here is how the compounding effect of social media participation can help you do it:Imagine that you have a website for yourself or your business with 10 pages. That’s 10 entry points for Google to find yoursite through keyword searches. Now, imagine that you add a blog to your website and write a new blog post every day for ayear. That’s 365 more entry points for Google to find your site. Next, imagine that your blog posts are incredibly useful andmeaningful to your target audience. Your amazing content, which I refer to as shareworthy content, is good enough that youraudience shares it with their own online connections. They might share links to your content via Twitter, Facebook, LinkedIn,social bookmarking sites, and even in their own blog posts. Each of those links back to your blog creates additional entrypoints to your website.Google ranks search engine results with a lot of incoming links (particularly from authoritative sites) higher than results withfew incoming links under the assumption that no one would link to a page if the content on it was terrible. More incominglinks to your website increases the likelihood that it might appear on one of the first few pages for Google keyword searchesrelated to your business thereby driving more traffic to your site. You’ve gone from 10 entry points to your website tohundreds or thousands and increased your search engine results rankings all because you published amazing, shareworthycontent.Babelfish Articles Dec 2011 Page 16
  17. 17. Social Media Agency: Fad or Revolution? Gary Stein Have you noticed a growing number of companies hiring "social media" agencies? I certainly have. In fact, Ive been responding to calls from companies for social media agencies for at least two years or so and some of these calls have been for pretty lucrative projects and long-term engagements. But, to be honest, Ive wondered if this was a fad that would hit hard but quick, or if we were experiencing something new. That is, were we actually experiencing the formation of a different sort of an agency being brought to life through a new kind of need? Whatever the case was at that point, we (meaning me and many others in this industry) certainly jumped on the opportunity, responding back to those requests for proposals and carefully crafting new agency raps extolling our abilities. I dont mean to say that we were merely opportunists, but rather we responded to the current need that our clients had and (the best of us) saw this as a new-but-unique channel through which we could drive business and achieve goals. That is to say, none of us really knew in 2008 if we would be getting social media request for proposals (RFPs) in 2011. Well, guess what: we are. In fact, the pace of this line of business seems to be picking up. The agency Big Fuel (which has modern advertising legend Jon Bond as its CEO) recently won what was reported to be a seven-figure engagement to perform social media duties for T-Mobile. This assignment from T-Mobile is not to replace its interactive, creative, or media agency. This is a net-new piece of work, and a significant one at that. Our industry has expanded. Its time to figure out what it means. Social Media Services The problem with social media (and therefore, the problem with hiring a company to do social media for you) is that social media is not so much a thing as it is a way. What we generally call social is really a collection of business practices from advertising to support to retention services to satisfaction and advocacy. While the consumer has a solid and clear understanding of the difference between a commercial on television and a call to customer service, the same cant necessarily be said of their concept of a Twitter feed. When the calls go out for a social media agency, there tends to be at least 5 big areas of services that a brand is looking for: Acquisition (brands want help increasing their audience in social media) Engagement (brands want help getting fans involved in the conversation) Advocacy (brands want help having messages spread through the network) Governance (brands want clear rules on operating in social media) Creative (brands want content that can be used in social media) Of course, the best RFPs and the most serious brands are going to look first and foremost for a strategy that is going to underpin all of this. Id love to say that, over the years, social media RFPs have evolved away from simple tactics ("we want a Facebook page") and gotten more sophisticated. But the RFPs that ask for social media services to serve a particular goal remain in the minority. Of course, those are also the ones that produce the best work. The reason is simple: if you can get smart marketing people to think about a goal, and then give them a tool, youll get success. It doesnt matter what the tool is, as long as the smart people understand it. If you go the other way (give smart people a tool and ask them to do something with it), your chances of success are no better than a roll of the dice. How to Send Out/Respond to a Social Media RFP I do believe that we will continue to see more social media RFPs in the near future, which really means that well see more brands establishing specific social media practices in the near future. While this is a net-new agency service, I dont think it is necessarily an entirely new practice. Not considering strategy, which should be a consistent element through all work, we should think of social media services as a mashup of a few other, more familiar services. If you are on either end of a social media RFP (sending or receiving), you should think about these core practices first. The first service is creative development. There are certainly some new formats and guidelines for the building content to go on social media. But dont think about it as just some tweet or set of images. These are impressions that you are placing upon your audience and they should be of the best quality you can muster. The other is media placement. I have long used the language of media to describe the work done within a social campaign. For example, we dont "post" content, we "traffic" it, just like we would with an ad. That means it is planned, placed, and measured. The last big one is community management. This is a tricky one. Ive had community managers working on projects for a long, long time. But we always thought of their work based on their title: they managed a community. They kept it focused on the topic, kicked off the bad people, and provided topics for discussion. Now, we want them to do all that, but the goal is not to manage the community; it is to manage the community to grow value for our clients. These people are now the most front- facing component of a campaign. They cant just be there to manage the community, because "the community" is the entire point of the campaign. And that, I suppose, is the bottom line on all of this. There are more social media RFPs coming because more brands are taking Babelfish Articles Dec 2011 Page 17
  18. 18. social media very seriously. And they are taking it very seriously because they are not just seeking to fill a new channel withtheir message. They are not thinking about social media as a thing, but as a way - a way to connect more closely with theirconsumers.Which is really a good thing for all of us. Lets agree to make sure that we take the opportunity to either bring in an agency orbe the agency brought in to social media to make sure that this isnt just a trend, but in fact a revolution. The dollars are thereto justify, for sure. But most importantly, so is the opportunity.M.I.T. Game-Changer: Free Online Education For All M.I.T.s Simmons HallFor Wall Street Occupiers or other decriers of the ―social injustice‖ of college tuition, here’s a curveball bound to scramble yourworldview: a totally free college education regardless of your academic performance or background. TheMassachusettsInstitute of Technology (M.I.T.) will announce on Monday that they intend to launch an online learning initiative calledM.I.T.x,which will offer the online teaching of M.I.T. courses free of charge to anyone in the world.The program will not allow students to earn an M.I.T. degree. Instead, those who are able to exhibit a mastery of the subjectstaught on the platform will receive an official certificate of completion. The certificate will obviously not carry the weight of atraditional M.I.T. diploma, but it will provide an incentive to finish the online material. According to the New York Times, in orderto prevent confusion, the certificate will be a credential bearing the distinct name of a new not-for-profit body that will becreated within M.I.T.The new online platform will look to build upon the decade-long success of the university’s original free onlineplatform, OpenCourseWare (OCW), which has been used by over 100 million students and contains course material for roughly2,100 classes. The new M.I.T.x online program will not compete with OCW in the number of courses that it offers. However, theprogram will offer students a greater interactive experience.Students using the program will be able to communicate with their peers through student-to-student discussions, allowingthem an opportunity to ask questions or simply brainstorm with others, while also being able to access online laboratoriesand self-assessments. In the future, students and faculty will be able to control which classes will be available on the systembased on their interests, creating a personalized education setting.M.I.T.x represents the next logical evolution in the mushrooming business of free online education by giving students aninteractive experience as opposed to a simple videotaped lecture. Academic Earth(picked by Time Magazine as one of the 50best websites of 2009) has cornered the market on free online education by making a smorgasbord of online course content –from prestigious universities such as Stanford and Princeton – accessible and free to anyone in the world. Users on AcademicEarth can watch lectures from some of the brightest minds our universities have to offer from the comfort of their owncomputer screen. However, that is all they can do: watch. Khan Academy, another notable online education site, offers alargely free interactive experience to its users through assessments and exercises, but it limits itself to K-12 education. Bycontrast, M.I.T.x will combine the interactivity of the Khan Academy with the collegiate focus of Academic Earth, while drawingprimarily from M.I.T.’s advanced course material.―M.I.T. has long believed that anyone in the world with the motivation and ability to engage M.I.T. coursework should have theopportunity to attain the best M.I.T.-based educational experience that Internet technology enables,‖ said M.I.T. PresidentSusan Hockfield in the university’s press release.According to the university, residential M.I.T. students can expect to use M.I.T.x in a different way than online-only students.For instance, the program will be used to augment on-campus course work by expanding upon what students learn in class(faculty and students will determine how to incorporate the program into their courses). The university intends to run the twoprograms simultaneously with no reduction in OCW offerings.According to the New York Times, access to the software will be free. However, there will most likely be an ―affordable‖Babelfish Articles Dec 2011 Page 18
  19. 19. charge, not yet determined, for a credential. The program will also save individuals from the rigors of the cutthroat M.I.T.admissions process, as online-only students will not have to be enrolled in the prestigious, yet expensive, university to accessits online teaching resources.Those chomping at the bit to dive into M.I.T.x will have to wait, as the university doesn’t plan to launch a prototype of theplatform until the spring of 2012. According to M.I.T. Provost L. Rafael Reif and Anant Agarwal, director of the Computer Scienceand Artificial Intelligence Lab, the prototype might include only one course, but it would quickly expand to include many morecourses.Once launched, M.I.T. officials expect the M.I.T.x platform to be a giant hit amongst other universities looking to create orexpand upon their online course materials. ―Creating an open learning infrastructure will enable other communities ofdevelopers to contribute to it, thereby making it self-sustaining,‖ said Agarwal in the M.I.T. press release.Whether M.I.T.x will directly threaten the margins at for-profit online universities, such as the University of Phoenix, APUS, orDeVry remains to be seen. But as M.I.T.x starts to provide many of the salient virtues of for-profit online colleges, such as arobust learning management systems and real-time virtual interaction, these publicly traded education companies might haveto lower fees in order to compete with M.I.T.x’s compelling free price. In addition, the success of M.I.T.x, OCW, and AcademicEarth may push dramatic technological innovation at for-profits, so that they can maintain a unique selling proposition versustheir free competitors. Moreover, as the rapidly growing number of what are termed ―self educators‖ choose free collegeeducation, a cottage industry of social media support services might evolve to bring them together for free in-person studyand help sessions.Which is all to say that, against this country’s sizable need for STEM (Science, Technology, Engineering, and Math) graduates,M.I.T.x is nothing short of revolutionary. This is especially true if you aren’t a credential freak and, like me, just want to improveyour chops in a marketable subject area. Heck, maybe Gene Marks’ (―If I Were a Black Kid‖) tech-based view of education canbecome a reality after all.Content and Device SeparateGary Stein The papers have come through and the divorce is final.I know. This is a bit of a shock, but really, Im sure well all agree that the two parties will be much happier separate from eachother than they were together. This is one of those cases where, separately, each one will be able to grow in new directionsand achieve new things. Things that, I have to say, they never were able to do together.Im talking, of course, about content and devices. I know. You thought this was going to be another article about Ashton andDemi. Ill save that for Twitter.No, the big split that has happened that we in the world of online advertising and marketing need to be concerned with is thatcontent - sound, movies, documents, and so on - is no longer necessarily tied directly to the devices that we use to view andlisten.The last few months of this year have seen a real growth in technology and services that are fueling this split. Appleintroduced iTunes Match, a pay-for service that allows you to have all your music and movies up in the cloud, and accessibleon your laptop, connected iPod, or television. Google introduced Google Music, which offers much of the same functionality(but also tied to the Google+ social network).Earlier this year, Amazon shifted the concept of the Kindle toward being more of a service: buy a book and you can read it onyour Kindle device or any other thing (such as a smartphone) that has the Kindle software installed. I can start reading a bookon my Kindle, place a bookmark, pick up my HTC Sensation 4G (a very cool phone, btw), launch the Kindle app, and find myselfin the exact same spot that I left off.This is, of course, the next evolution in cloud computing, which, more than a simple technology, is a redefinition of what itmeans to be "online." Long ago (in the 1990s), going online meant finding a computer that was able to dial into the Internet andspending time sitting there. Today, its more like we live inside a bubble that allows us to connect to content and functionalityanywhere, anytime.Marketing With ContentThe trend in technology of separating content from devices is running smack into another major trend in marketing: theconsistent communication cycle. Consider the work of past brand marketers. They would have the chance to encounter theirconsumer only a few times a week, at most, since the nature of the media they had to work with moved so slowly. Peoplewould only read a few magazines a week and would only do so in the evenings. Or they would just listen to the radio as theydrove to and from work.Today, consumers are connected constantly and brands have the opportunity to speak far more frequently. Which means thatwe need to find more things to say. The closest analogy we have to what is happening inside advertising right now is themassive disruption that occurred to the news industry when CNN burst on the scene. When news went from being somethingwe got in 30-minute doses, once a day at 11 at night to a constant stream of information that never quit, it changed not onlyBabelfish Articles Dec 2011 Page 19
  20. 20. the news industry, but also politics, business, and more.Advertisers now find themselves in much the same situation. A consumer no longer simply encounters your ad as they flipthrough a magazine. Rather, they have connected to you on a social network and now…expect you to give them stuff. As aresult, a great many marketers have invested in developing content that is relevant to the brand but also seen as valuable tothe consumer.But, as we do this, we need to be aware that we are stepping from one spinning disk to another. Content consumption patternsare going through a dramatic shift from download-and-enjoy to open-up-access.This actually creates a great set of opportunities for marketers, if we operate within the media channels correctly. Inparticular, we need to:Build a LibraryBrands that are going to invest in content should put a significant amount of their overall budget (that is, more than 60percent) toward creating a high-quality, long piece of content. This could be a film that describes your product. Or a set ofrecipes that complement your product. Or a series of interviews with thought leaders in the field where your product isrelevant. Build a very solid library of content, way more than you think you might possibly need.Break It UpOnce you have created your content library, break it up into a bunch of small pieces and group those pieces in new ways. Findall of the recipes that use a particular ingredient. Identify all of the times in all of the interviews where a certain topic ismentioned. Catalog all of these pieces so that you can quickly find and group them.Spread the ContentOnce you have all of these content elements, begin to place them in strategic spots. Bundle all of those recipes with theparticular ingredient into a downloadable PDF and tweet links to it. Place all of those quotes about the particular topic, createa PowerPoint, and place it on SlideShare. You can have a single place where the full-length content lives, of course. But youcan also split that content into new pieces that can be mixed up and redistributed in new ways.The result of all this is that your consumer will go from being someone who has to be driven to content to someone who isconsistently surrounded by your brand. When you achieve this, you are in the exact same place where people want to be.Listen Without ReactingListening is harder than speaking. Even the best listeners sometimes have to bite their tongues to stop from reacting,interrupting, or trying to console the person talking. Here are three ways you can truly listen: Avoid distractions. This doesnt just mean putting down the Blackberry or closing your web browser. Try not to think about what youre going to say next. Simply focus on what the other person says. Repeat back. This sometimes feels silly, but repeating back what you heard shows the other person that youre listening. Ask thoughtful questions. Ask open-ended questions that help you see the issue more clearly and allow your conversation partner to go deeper into what he cares about.How to Really ListenOne morning, my wife Eleanor woke up, turned over, and said, "I am not looking forward to this day." I asked her why.What came out is that we were at the start of the Jewish high holy day season, which means colder weather and three weeks ofbig social meals, long religious services, broken routines, and children out of school. Eleanor didnt grow up with these traditions,and they can be overwhelming.Now, I run a management consulting company; problem solving is what I do. So it didnt take me long to jump in."Cold weather means ski season is about to start," I said. "You love skiing. And these holiday meals are fun and filled with peopleyou love — theyll make you feel better. And Ill be with you; you wont be alone with the kids. Also, you know, Jesus was Jewish,so its kind of your tradition too."Even as I said it, I knew that last one was a reach. It became clear that I was making her feel worse and now she wasnt just sad,she was angry.And when she got angry, I felt myself get angry too. And self-righteous. Here I am trying to help her and this is what I get?But then I smartened up. Instead of giving in to my anger, which would have really blown things up, I shut up and listened. When Idid, I began to hear the real stuff, the things that neither of us was actually saying.What I discovered was that she was upset because the focus on mothers during the Jewish holidays taps into her insecuritiesabout motherhood, not being a Jewish mom, and not having time to spend on her own work.Babelfish Articles Dec 2011 Page 20
  21. 21. I also discovered that my own babbling wasnt so much to help her feel better as to help me feel better. Im the reason shes inNew York City, living through cold winters, and part of a Jewish family.In other words, by trying to make her feel better, I was doing the opposite of making her feel better. I was arguing with her. Infact, most of the time when we try to make people feel better, we end up arguing with them because were contradicting whattheyre feeling. Which, inevitably, makes them feel worse.Listening, it turns out, is magic. Not only did it help me understand what was going on with both of us, but it helped Eleanor feelbetter, too. It made her feel that she wasnt alone in her feelings; I was with her.All I had to do was listen.But listening isnt easy. The more we listen to others, the more likely we will react — or overreact — to what they say. Listening,it turns out, is much harder than speaking. We have to allow things we might disagree with to hang in the air. We have to moveover a little and create space for those things to linger.That kind of listening takes tremendous courage.But if were interested in learning — about ourselves as well as others — then its worth it. And if were interested in beingconnected to others, showing them respect, helping them feel better, and solving problems between us, then its more thanworth it. Its essential.Until people feel heard, they will fight to be heard. But once they are heard, there is little left to fight for, and then we can moveon, not as "us vs. them" but simply as "us."So how do you listen in a way that transforms conversations and relationships? 1. Actually listen. And only listen. That means dont multitask. Im not just talking about doing email, surfing the web, or creating a grocery list. Thinking about what youre going to say next counts as multitasking. Simply focus on what the other person is saying. 2. Repeat back. This feels a little silly at first but works magic. If someone says she is angry about the decision you just made, you can say "youre angry about the decision I just made." I know, I know, she just said that. But it shows youre listening and it communicates to the other person that shes been heard. If you dont have the courage to try it with an adult, try it with a child. Youll see what a difference it makes and it will embolden you to try it with a colleague or your spouse. 3. Ask questions. Explore the other persons thoughts and feelings more deeply. And "You dont really believe that, do you?" does not count as a question. You are not using the Socratic method to prove your point; you are trying to better understand whats going on so you can better understand your partner in this conversation.Really listening can feel risky, which seems strange because listening doesnt materially change anything. But sometimes youllhear things that are hard to hear.Remember that listening is not the same thing as agreeing. And it will never force you to take any particular action. If anything,it will reduce the intensity of peoples insistence that you take a specific action. Because in many cases what theyre looking foris proof that youve heard them. So if they feel youve really heard them, their need for action diminishes.As Eleanor spoke, I noticed my own resistance to various things she was saying. Theres no question that its hard to really listen.But once I relaxed into it, I heard her in a much deeper way. That made her feel better. Call me co-dependent, but it made mefeel better too.It turns out that sometimes, just listening is problem-solving.Push Notifications: Keep Mobile Users In TouchADOTAS – Push notifications are a messaging medium that allow applications installed on any connected device to activelycommunicate with an end user, even if the device is inactive. It’s called ―push‖ because the technology enables a device to listenfor messages being ―pushed‖ to it from the application owner’s servers. Push notifications are a powerful new mobilecommunications channel that create a persistent, streamlined and engaging mobile messaging experience. Similar to emailmarketing, push notifications can consist of plain text or rich HTML and must be opted into. Messages can be generatedautomatically from a server; triggered based on user activity, context (like user location) and preference; or sent manuallythrough a web interface. Audience groups can be segmented providing the ability to create campaigns. Like SMS, push gives youthe same ability to engage users directly on their mobile devices, but at a fraction of the cost. Push costs less because it utilizesdata and wifi networks instead of cellular networks. Push notifications are a direct, persistent, user-controlled and cost-effective mobile communications channel.Why are Push Notifications important?Babelfish Articles Dec 2011 Page 21
  22. 22. With the average lifespan of a mobile app hovering at 30 days after being downloaded, push notifications are becoming thecenterpiece of solid, long-term mobile strategies. By driving increased consumer engagement, awareness and conversions, pushnotifications extend the life of an app and add usefulness to consumers. Push is catching on for companies big and small acrossall industries, giving brands a voice in the mobile channel and allowing them to create deep customer relationships. Pushnotifications provide personalized experiences, giving users control to personalize preferences and opt in or out at any time.So what does it take to get started? To send push notifications, you first have to build an app. Smart phone users spend themajority of their time with the device in apps, creating a large opportunity for brands to connect with consumers in new ways.This opportunity is creating a demand for companies to invest more on building solid apps and measuring success in moretangible ways. Gone are the days of building throwaway apps and measuring success using download count and app store rating.Today success is measured by how many times users open the app, how much time is spent in the app, and conversion rates,among other metrics.Mobile networks, like Verizon, and platforms, like Apple’s iOS and Google’s Android, are investing in push notifications too. Theyare answering the demand to build better user experiences on their devices and enhance capabilities for their customers. Thisevolution is providing businesses with a new ability to use social, local and mobile context to create more engaging andpersonal experiences. Social integration, geo-based messaging, the ability to create campaign landing pages within apps,business-friendly composition and measurement tools, along with investments in new offerings such as Notification Center andNewsstand, are helping to bring push notifications into the core of mobile strategies.Use casesCompanies like ESPN, New York Times, Groupon,, Warner Brothers and thousands of companies are using pushnotifications to drive user engagement, awareness and conversions. Push notifications are delivering new content, news, media,local information and deals, and they’re providing social dialogue between people. These companies all benefit from increasedinteraction and decreased messaging costs, while getting a ―built for mobile‖ experience that can’t be matched by othermessaging channels. Here are a few examples of how Push is driving business results:Delivering A Daily Dose Of LearningPush notifications gave the world’s largest and most authoritative online dictionary,, the ability to create a Wordof the Day app that could actively engage their users. uses push as a vehicle to deliver a new vocabulary-building word every day, directly to millions of iPhones and Androids. ―We wanted to provide our popular Word of the Day to appusers direct to their mobile device,‖ said Lisa Sullivan-Cross,’s general manager for mobile. ―Our word-lovers canenjoy our features without needing to launch another program or app.‖Making Radio SocialThe Jelli music app aims to provide a dynamic, social, and gamified approach to radio. To better realize this goal, Jelli beganpromoting community and game features with a social strategy. It used push notifications through my company, Urban Airship, torevitalize social sharing and rating functions, delivering real-time alerts to highlight the app’s unique features. When userssuggest a song to Jelli, they will get a push if their song makes it to the radio and if the community enjoys their song. The pushnotifications drove a 30 percent increase in user engagement along with dramatic increases in app usage and frequencyDriving CommerceAccording to comScore, 14 percent of users respond to offers via push notifications. LivingSocial, Groupon, and Swirl by DailyCandy all offer their daily deals to customers using push notifications. With push, these companies can assure that theircustomers never miss a sale, even when they are on the go. Giving users the ability to click from a daily push directly into theapp has given Swirl a 60 percent increase in mobile traffic and a 20 percent increase in total mobile orders. They areexperiencing 40 percent higher conversion rates than through their mobile browser, which is driven primarily through email.2012 Forecast: Mobile MarketingADOTAS – Having been involved in the mobile and advertising industries for over two decades, I can say with confidence that 2011was a banner year for the discipline. Over the past year, consumers have proven that the mobile phone has become an integralpart of the shopping experience. This is creating a number of exciting new opportunities for marketers to reach consumers atmultiple touchpoints throughout the buying process.Babelfish Articles Dec 2011 Page 22
  23. 23. Lessons From 2011Let’s start by taking a look back at 2011. The biggest lesson we learned is that campaigns must tie directly to return oninvestment. Mobile campaigns are no longer experimental: Brands have significantly increased their budgets, and with this,expectations to show ROI have also increased.A big factor in achieving desired ROI is reach. Despite what some may think, Apple does not have a lock on market share. Mobilemarketers must think beyond iOS to reach consumers on all types of devices and networks. Mobile campaigns such as Macy’sBackstage Pass proved that providing consumers with choice in the call to action (i.e. providing a QR code and an SMS short code)drives strong results. It is with these lessons in mind that we look to 2012 and where the coming year will take us.Thinking Beyond the ClickIn the coming year, we can expect more pressure to produce results from mobile campaigns. This means it is critical to thinkbeyond a one-time transaction. In 2012 we will see more long-term engagement opportunities and learn to think ―beyond theclick.‖ There will be even more device types in the hands of consumers (new smartphones, tablets, e-readers, etc.), making itimportant to provide positive user experiences, rather than catering to the least common denominator.Successful mobile campaigns have prominent calls to action and provide multiple ways to engage. Brands should consider usingan SMS call to action and QR code on print advertising campaigns that point to a mobile website that can capture the customer’sinformation. This engages the consumer and introduces a concept of immediacy.Social Media is Here to StayWe can safely expect more social interaction via mobile device at the point of sale, making customer service vital. In a worldwhere a good experience – and, unfortunately, a bad one – can end up on Twitter and Facebook in seconds, the mobile phone hasbecome a megaphone from which customers broadcast thoughts in real time. Savvy brands can integrate mobile and social in asmart way to ensure positive customer experiences and avoid potential disasters.More Vendors, More PromisesIn such a high growth industry, we can expect more new vendors will enter the marketplace in 2012. My advice to brands andagencies is to proceed with caution. There is a lot to be said for experience when it comes to driving results. Any ―two guys in agarage‖ startup and claim to know what they’re doing, but it’s important to ask questions and read case studies to make surethey can back up these claims beforehanding over your precious budget.Patent Litigation Will AboundAlong with more vendors often come more ―me too‖ technologies. This means patent lawyers will be busy in 2012. Patentinfringements are continually identified and enforced, making it imperative to work with a company that has protected itsindustry knowledge and can keep you out of trouble.Year of the Mobile WebIf I were to predict a breakout star for 2012, I would nominate the mobile web. As we move closer to the time when mobile webaccess eclipses PC web access, brands, agencies and others will realize they need a mobile Web offering that over-delivers. Thishas not yet happened, but we’re getting closer every day, and soon the time will come when consumers will demand it.2012 SurprisesSocial networks will play a more important role in the way we buy and recommend products. We don’t know yet what Twitter orFacebook will launch regarding product recommendation or commerce initiatives, but we should be prepared to react to newproducts and make sure all our initiatives are integrated with these social networks. Will others join the race to become thekiller app and be able to deliver in such a crowded category? Will price points continue to be brought down with offers ofdiscounted product in exchange for receiving ads a laKindle? These answers remain to be seen.New Year’s Mobile Resolutions?In the New Year, we should all resolve to tie CRM into our mobile programs, ensuring a deeper relationship and more relevantinformation to the opted-in subscriber. Think after-the-click in mobile advertising – provide a means to an ongoing relationship.Follow behavior and interest research – just because you can do something technically doesn’t mean you should. Know yourcustomers and prospects and market to them in ways that you have the best chance to succeed.Happy Holiday’s and happy marketing in the New Year!Kiip Raises Stakes On Mobile Game Rewards, Partners With DisneyADOTAS – Kiip, the company that pioneered offering real-life, physical rewards for mobile game players, announced today it hadleveled up and has begun incorporating big-ticket items into its rewards. Kiip has partnered with Disney during this holidayweekend in a promotion whereby people playing mobile games can enter flash competitions to win prizes as large as aBabelfish Articles Dec 2011 Page 23