QR Codes: Hyperlinks for Meatspace


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Presented by Billy Cripe at the 2012 AIIM International Conference. Speaking notes and citations are in the notes section of each slide. Contact BloomThink and Billy Cripe for social media strategy help.

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  • The Internet is Awesome. The promise of nearly anything we want, need or wish to discover can be found online. Through the 90’s and first decade of the 2000’s the door to this wealth of information was our personal computer. But As the 2000’s gave way to our present decade the doors to the online world have proliferated exponentially. We have multiple PCs in each household. In 2005 the US ranked 2nd in the world (behind Switzerland) in PCs per capita with over 76 per 100 people. We have multiple mobile devices as well. Last year, mobile subscriptions in the US surpassed 327 million. The population of the US is 315 million. People are using mobile phone – especially smart phones to connect – to information (web, apps) & to each other (texting) Look at what the fixed web lacks: It Lacks assistance: DELIVERY-ONLY MODELS ASSUME YOU KNOW WHAT YOU ARE LOOKING FOR It Lacks immediacy: PRESUMES YOU HAVE TIME TO SPEND GETTING THERE It Lacks decisiveness: REQUIRES THAT YOU COME BACK In short it imports ALL the limitations of the Real World - Meat Spaces – into the virtual world without any of the advantages of virtual world. Percapita PCs for 2005 statistics year via http://www.economist.com/node/11318927 Mobile Subscription statistics via Pew Research Center’s Internet & American Life project, “The state of mobile America” http://www.slideshare.net/PewInternet/the-stat-ofmobileamericanfais 3.16.2012 Lee Rainie, Director, Pew Internet Project Image: NON COMMERCIAL. BLOGGING & CONFERENCE PRESENTATION ONLY Via: http://www.freestockphotos.biz/stockphoto/376 License: FSP Editorial License Formerly Webphotomart Editorial License
  • Mobile means immediate availability of highly relevant information. Relevancy comes from local information from weather to product reviews (that you’re looking at right now) to HOW TO information Immediacy comes from the ability to connect AND act right now all through the mobile phone or tablet. Business is aware of this trend but still struggles to find a way to bring together highly RELEVANT (aka “engaging” “local”) information, That triggers a responsive DESIRE in users (e.g. I Want it! I Should Tell Someone About It! I Wish to Remember It! I Want Share My Opinion On It!) That empowers an IMMEDIATE action (e.g. Buy It Now! Share It Now! Rate It Now!) The reality is that all the ASSUMPTIONS behind the advances we’ve made in WCM have been obliterated by the explosion of mobile. WHY?s Image via: Mobile Subscription statistics via Pew Research Center’s Internet & American Life project, “The state of mobile America” http://www.slideshare.net/PewInternet/the-stat-ofmobileamericanfais 3.16.2012 Lee Rainie, Director, Pew Internet Project
  • The answer to Why WCM continues to fail here is because of the dramatically changed assumptions that mobile brings to the interaction. Mobile users are out and about. They’re away from their PCs. That immediately puts them “out of context” for most web sites Mobile users are very aware of signal strength and bandwidth limits. This means that mobile web experiences cannot be as heavy as PC experiences. Screen size is drastically different from PCs and anything but standard. Nothing annoys as much as horizontal scroll on a phone. This is due to the way our THUMBS work. It is easier to scroll up and down with your thumb than side to side. Mobile users are looking for immediacy – this turns your typical “site map” on its head. Mobile users don’t care about your splash page. They want information, they want action, they want it now. Mobile Users fall into one of 3 types of personas each which ask a very specific question. They want to an answer to one of three questions These questions are: “ how do I_______ RIGHT NOW?” These are what I call the seekers. Google classifies these users as the “URGENT NOW” “ What is interesting RIGHT NOW?” These are what I call the gamers. Google classifies these users as the “BORED NOW” “ What is new RIGHT NOW?” These are what I call the status checkers. Google classifies these users as the “REPETITIVE NOW” Google’s User Personas Cited: Cite: Stephen Wellman, April 11, 2007, “Google Lays Out Its Mobile User Experience Strategy”, InformationWeek, http://informationweek.com/blog/main/archives/2007/04/google_lays_out.html Image via: Creative Commons: Attribution   Some rights reserved  by  mac_ivan http://www.flickr.com/photos/mac_ivan/6248041774/sizes/l/in/photostream/
  • WCM types have not been unaware of these trends. But they, YOU, I, WE have largely been approaching the problem from the limited and omphaloscopic perspective of our respective platforms – be they portals or WCM systems. We concoct “clever” navigation structures that try to take in every permutation of possibility and drive users to the “correct” page of our sites. We might even get really trendy and employ CSS3 and dynamic HTML through the hodgepodge of scripting languages we’re forced into by our systems to get the pages to “reflow” for different devices. Yet this merely changes layouts. It does not shift paradigms. And users are still unimpressed or worse, angry. Only now they are able to tell others how angry they are and how much your website sucks. And they’re using their mobile device to do it. Meanwhile start ups who have never been in the “content” or WCM industry – who know nothing about taxonomy design and metadata to say nothing of your proprietary scripting languages – are driving next generation of mobile information access. BUT YOU OWN CONTENT AND INFORMATION SYSTEMS THAT HAVE CONTENT AND INFORMATION! You want to get that to people, you know when/how they ask for it (via search and web metrics). What if there was a way to deliver information you already own, to people OUT AND ABOUT IN THE REAL WORLD that was exactly what they wanted RIGHT NOW?
  • Image cite: Creative Commons: Attribution: www.flickr.com/photos/ipoxstudios/6295695770/sizes/l/in/photostream/ Some rights reserved by ~ I P O X s t u d i o s ~
  • Image cite: Creative Commons: Attribution: www.flickr.com/photos/ipoxstudios/6295695770/sizes/l/in/photostream/ Some rights reserved by ~ I P O X s t u d i o s ~
  • Creative Commons: Attribution   Some rights reserved  by  jessica mullen http://www.flickr.com/photos/jessicamullen/133290004/sizes/l/in/photostream/
  • Image licensed by BloomThink. All Rights Reserved.
  • Image: http://www.flickr.com/photos/dantaylor/2044337954/sizes/o/in/photostream/ Creative Commons Attribution Some rights reserved by dan taylor
  • QR code creation jumped a whopping 1,253% in 2011 The United States, Canada and the UK lead in QR code creation and scanning, with 69% of QR codes created  and 87% of scan events recorded; There has been an increase in QR code activity in rural and regional areas (non-metropolitan) in the US; Globally, the use of QR codes is on the increase with scan events recorded from 200 countries during 2011 (up from the 142 in 2010). Despite having over 20 QR code data types available, over 63% of all QR Codes created were linked to a website URL; 54% of QR Codes scans were done using iOS devices, with iPads accounting for almost 2% of all scans; Info cite: http://www.qrstuff.com/blog/2012/01/23/1253-increase-in-qr-codes-in-2011 Big uptake in 25-44 year old demographic. Data Citation: Nate Riggs, July 27, 2011 “6 things to know about using qr codes in content marketing” , CMI, http://www.contentmarketinginstitute.com/2011/07/using-qr-codes-in-content-marketing/
  • QR codes are highly Customizable & Highly Brandable: Color, Pixel Roundness, Center Image. Just like you can use CSS to style the way web-based hyperlinks work, you can use image manipulation to style the way QR codes look. Critiques that they’re UGLY belie a creative laziness. They are utilitarian at their core but able to be made pretty, fun or even just prettyfun. This code will take you to a PINTEREST page full of Awesome QR Codes and QR Code Fails The point is that you’re here, you’re interested, you can scan to see examples RIGHT NOW. QR codes capture the impulse with immediacy. QR codes work because they channel inherent intent.
  • Direct employers to your resume, your LinkedIn profile or your Vcard Use a QR code in a direct mail piece, business card or postcard to provide a discount Give customers an inside look at your new Facebook promotion Take them to a page with more detailed information that wouldn’t easily fit in a print ad Use them to deliver step-by-step instructional videos or a printable setup sheet Have the QR code send a tweet when scanned, or check in with Foursquare Let them enroll in an event such as a webinar or teleseminar Use the QR code to let customers send themselves a reminder via SMS Link them to a special “Exclusive” YouTube video Info cite: http://blog.kissmetrics.com/genius-qr-codes/
  • Wine Basket Hanger Tasting Notes and persuasive content in a mobile ready website.
  • Local Wallgreens Good idea but it goes to a static image of the NEWSPAPER INSERTS…FOR CHICAGO No Coupon, No “deal” Same if I scan or don’t scan.
  • Some kid at a swim meet this weekend. Shirt with a bunch of QR codes. Some useful, some whimsical ALL WIN! Generated interest in the team. Provided laughs, Provided utility – could download the USA Swimming mobile app. (IMAGE TAKEN WITH KID AND MOTHER’S PERMISSION – ALL RIGHTS RESERVED – BLOOMTHINK)
  • Local Grocery Store Takes me to a NON MOBILE SITE for the manufacturer of all kinds of produce. I assume these grapes are one of their products. No information is tailored to my context RIGHT NOW. Do I want to buy grapes or not? LAME!
  • Holiday Inn Tent Card in one of my hotel rooms from earlier this year. QR code goes…NOWHERE – 404 FAIL!
  • Best QR Code EVER. Needs no introduction.
  • Whining about B2B? Again, an appalling lack of creative thinking. Got employees out in the field? Ever do ANYTHING away from your desk? QR to product manuals – fix it, set it up, contact the service department right there QR to FORMS – incident forms, maintenance charts, clock in, clock out RIGHT FROM YOUR CELL PHONE – submitted directly to your HCM, ERP, MRP or other system QR on the bottom of INVOICES – these are the single most opened emails and paper documents in business. They will ALWAYS be opened and viewed. What could you do with that ATTENTTION? QR code to email. QR code to LIKE QR code to TWEET QR code to ACT!s Remember these were invented in 1994 by TOYOTA and subsidiaries to track inventory. The most boring of boring B2B activity EVER! Image: Flicker User: by shanelevi creative commons attribution, http://www.flickr.com/photos/shanelevi/3400732328/sizes/l/in/photostream/
  • Scan to tweet this!
  • QR Codes: Hyperlinks for Meatspace

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