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Mobile Tags and QRs are the Talk of SXSW

South by Southwest (SXSW) is a yearly even in Austin, TX dedicated to music, film, and interactive technology. This year, one SXSW goer gave the award for "most discussed/noticed technology" to QR codes or, more broadly, 2D barcodes of any ilk. 

From "The Flack" blog: 

I'm talking 2D barcodes (i.e., QR Codes, Microsoft Tag...) that link the physical world to mobile. My client John Puterbaugh, CEO of Nellymoser and a pioneer in the development of technology that seamlessly delivers rich content to mobile devices, summed it up when he said on his PSFK panel:

"2D barcodes codes are to mobile what the URL was to the Internet."

A ringing endorsement. 

So, right now, you need to go to The Flack and look at all the cool shots he took of QR codes in the "wild" of SXSW. A lot of good brainstorming fodder to be had. 

(Special thanks to Christopher Morris for the link, via Twitter)

QR Codes: One Hot Mobile Marketing Application

Maybe you've seen them around – in local stores or magazine ads, on billboards or high-end direct-mail pieces – and not given them a second thought. Well, maybe you should. They're quickly becoming one hot way to connect direct marketing and mobile marketing in the real world.

Those boxes and patterns are called "Quick Response Codes," QR Codes for short, and they are one of the hottest mobile applications in the marketing world today. They're not the same as UPC labels that you see on products with lines and numbers. Instead, those little black-and-white boxes are two-dimensional, matrix bar codes that can hold unique data for websites, personal URLs (PURLS), virtual contact cards, phone numbers or instructions for mobile devices to follow. Check out the QR Code on our own site.  

The use of smartphones has exploded for both business and personal use, leaving marketers with a keen interest in how to best use this technology to reach their customers. While more and more mobile users say they're willing to accept mobile marketing messages on their phones, marketers remain cautious ... and with good reason. Privacy issues and pushing information to mobile users without permission can create more issues than sending unwanted email. Add to that the fact that some consumers still pay for incoming text messages in their mobile plans, and you might get more complaints than business in the first wave of your mobile marketing efforts.

So why use them? QR Codes take advantage of smartphone technology to bridge direct marketing (paper and email) to mobile devices. They let consumers decide when to make the connection on a mobile device to easily review the information you've put in front of them. That bridge is helping to make direct marketing more powerful than ever.

How do QR Codes Work?
Using a QR Code is simple with a smartphone and any number of free QR Code reader apps. For example, my iPhone uses one called the AT&T Code Scanner. A quick scan of the QR Code on a direct-mail piece or email with a smartphone can take the consumer right to online content without typing a web address. By using advanced QR Code systems, all sorts of variable information can be stored. QR Codes' online interactions can be tracked, and their ROI can be calculated easily. More importantly, they provide an immediate-response mechanism that catches consumers at the very moment of interest--once consumers are intrigued.

Just as there are free QR Code readers, there are also free QR Code generators. Google has a decent basic QR Code generator if you'd like to try creating some yourself. Using a more advanced QR Code system lets you store all sorts of variable information to enhance the online experience even further. For example, DigitalMailer has developed a QR Code generator that creates QR Codes to automatically complete part of a secure online form using information off the initial scan. That saves the consumer time in the enrollment/purchase process. Embedded household or unique ID numbers also can be used to track back to real accounts off the tracking reports.

The "Too Cool" Factor
Be careful, though. QR Codes are addictive, and the mystery of what is hidden in that black-and-white square is overwhelming. I guarantee that once you start looking for QR Codes, you'll find them and automatically scan them just to see what they're being used for. Recently, I ran into a QR Code for a new shopping center in Charlotte, N.C. When scanned, it took you to a microsite that gave out mobile coupons for every store in that shopping center. No more dragging around coupons from the Sunday paper!

And what's the one thing almost every adult and teenager in America carries? It's a mobile phone. And QR Codes let consumers take advantage of their new smartphone technology to do things other devices can't. What better way to get your value proposition to a young audience than through a cool, new app? It's a great opportunity to gain their attention, so you can tell them about your financial institution.

The Sky's the Limit on QR Code Uses
Scan a QR code with your smartphone and any number of things can happen on your mobile phone. It can take you to directly to a website, store a contact card in your phone, fill out a secure online form, display text, or even open another application. Imagine a preapproved direct-mail piece with a personalized QR Code on it that, when scanned, automatically dials the phone number of your personal banker for that loan you were preapproved for! It's happening as we speak.

If one of your long-term e-strategies is to find ways to engage and communicate with younger or tech-savvy consumers, QR Codes might be your answer. Why bore them with static print marketing when you can turn the encounter into an interactive experience? Or consider providing your financial education for Gen Y through the unique QR Code delivery channel and those mobile devices they have in their hands 24/7.

Watch Out: The Same Rules Apply 
The use of QR Codes in the United States is in its infancy but rapidly growing as marketers find ways to work them into their campaigns and test the waters. Everyone's first thought is to send the same QR Code message to everyone you are targeting ... but don't. The unique features of a QR Code and a mobile device allow for personalization and for microsites that help move your marketing toward that elusive one-to-one marketing goal we're all chasing. Plan ways to use the combination on a personal interactive level, and keep these points in mind when using QR Codes for your financial institution:

1. Explain it. Not everyone is going to know what a QR Code is or how to use it ("Scan this" always seems to work for me).
2. Give a good reason to scan the QR Code, and get your customers looking for them. Use methods such as treasure hunts, coupons, special offers, etc.
3. Use your existing web tools and microsites to capitalize on the contact and the experience for the customer.
4. Don't use QR Codes to send everyone to your home page. Bad move.
5. Remember, QR Codes tap into the instant, impulsive responses. Use them for products and services that can be delivered right now.

To sum up, QR Codes are a fantastic, inexpensive way to connect the direct-mail world to the fast-paced mobile world with a click of a button. After you see all the examples out there, you'll start imagining how fast QR Codes can connect your customers to information and delivery channels and drive growth for your organization. Along with other interactive technologies, such as PURLs, SMS texting and email, QR Codes are helping make the new generation of direct mail more powerful than ever. They're definitely worth a look, and your customers will be using them whether you do or not.

QR Code Call to Action
Join the QR Code Treasure Hunt and start looking for QR Codes in the wild. Then, visit our blog to report your where you found QR Codes and what they did (or didn't) do. You'll also be able to see reports from others across the country. Here's the QR Code Hunting site.

DigitalMailer can integrate dynamically generated QR Codes in our Automatic Relationship Builder Email System to drive customers to personalized web pages and help grow your business. DigitalMailer is offering FREE "Brown Bag Session" webinars to educate people about QR codes and mobile marketing. To register, or for more information, visit digitalmailer.com/qrcodes.htmlor call (866) 994-4900 ext. 115. 

 

Social Media: Getting Started

by Jimmy Marks

Many companies worry about their involvement with social media (or lack thereof). We've talked about social media before, but we've never really given a list of "getting started" instructions. Hopefully, this will help your business get its feet wet. 

STEP 1: Sign up, Get going

No more of this "will we, won't we?" business. Get moving! Start turning out those blog posts, recording messages from the CEO to upload to YouTube, twittering, facebooking, emailing...whatever fits your member's tastes. Don't know what members are interested in? Hit them with a quick survey to sharpen your focus. 

More importantly, make this new communication channel someone's job. Make them track results and feedback. Stay on top of it. 

Best Practice - Set a bar and meet it. What do you WANT out of Social Media? Before you get going with anything, read this from thefinancialbrand.com about ROI and social media. 

STEP 2: Learn to Share

If you are running a blog or sending out a monthly email newsletter, you can make individual stories or pages shareable via the major social networks. Twitter, Facebook, LinkedIn, and most other networks provide links that, when set up properly, allow readers to share your content via their own account. Most blogging services provide a widget for sharing this information around. If you are a DigitalMailer ARB user, we can get you set up with the proper links and icons for sharing. 

You've probably seen buttons such as these before. When readers/members/users click these buttons, they're sharing your content and information with other people. Encourage them! 

Best Practice - Worried you don't have enough followers after a week? Don't. Building out this new way of talking to members and customers can take time. Read the CU Soapbox article "Follow-and-Friend Freeze Out" to give yourself and your organization a realistic idea of a "healthy" follower count.

STEP 3: Refine and Realign

Don't get comfy, social media trends and usage are changing day to day. Know which methods and messages are working and which aren't. Keep an eye on your stats and your referrals and make note of which method/network is giving you the best response.

Best Practice - Don't just talk, listen. If you have followers or friends eager to speak with you, address them and meet the need. You'll find that you can help users and members in a way that's simple, light and smart. You may also pick up new members and customers as a result. 

Some final food for thought:

Take a look at this video on "socialnomics". VERY thought provoking. 

SMTP vs. SMS: What’s best for text marketing?

No doubt about it: We live in a mobile world. A recent PEW Internet study (The Mobile Difference, March 25, 2009) found that 39 percent of consumers have increased their use of and improved their attitudes about mobile communication devices. This is good news for savvy e-marketers who understand the unique characteristics of reaching consumers effectively via cell phones or other wireless devices. But in the area of text marketing, a debate has been brewing: Is it best to send messages to consumers via SMTP or SMPP?

SMTP (Simple Mail Transfer Protocol) was developed primarily as a method to send email messages. Using SMTP, marketers basically send emails to cell phone numbers. To consumers, the messages look just like texts. And like emails, there are no fees for delivering SMTP messages.

Using SMPP (Short Message Peer-to-Peer Protocol) to exchange SMS (Short Message Service) messages, marketers send true text messages, routed through cell phone carriers. There is a fee charged for each message sent.

UPDATE - Not saying we're ahead of the curve, BUT...

by Jimmy Marks

A few days ago, Greg and I posted this story about the difference between social media comprehension and...well, what's going on nowadays. My Internet Friend (boy, THAT'S a depressing phrase) Ron Shevlin stopped by to talk about what the role of social media is and whether or not you can "vet" a social media expert. Or whether or not one exists. 

Well, Ron sent me a link to a MarketingSherpa article which shows that most organizations think that, with no social media experience, marketers are still somewhat knowledgeable about social media techniques. 

A copy of their chart: 

Chart: How Knowledgeable Are Marketers With No Social Media Experience?  

MarketingSherpa seems to have summed things up very well:

This was confirmed in MarketingSherpa's Social Media Marketing and PR study where we found that the "lack of knowledgeable staff" was the most significant barrier to social media adoption. When making the initial jump into social media, many organizations start by delegating responsibility to the first staff person they find with a profile on Facebook or LinkedIn since very few people have any level of practical experience in this new strategy. The result is usually a marketing program pre-destined to failure. [Click here for the full article from MarketingSherpa]

Exposure does not equal experience. Just keep that in mind. 

Separating the Businesses from the Bots: What Social Media REALLY Means

by Greg Crandell and Jimmy Marks

If you're a CEO of a major credit union/business/non-profit, you're probably wondering

a) Do I make so much money that people are going to start picketing me at my house?
b) Am I really worth all that money if I'm wasting my time reading this blog all day?

and, most importantly: 

c) When are all these little DORKS going to stop pestering me about Web 2.0 and Social Media?!?

A and B, we can't help you. C, we know. 

We have already talked at length about how business professionals are sick and tired of hearing about Social Media (click here to read). So they hire these people...usually whippersnappers like Jimmy*...to sign them up for the holy triumverate of bad Web 2.0 decisions: 

1. A do-nothing Facebook page that has no actionable links or content
2. A Twitter account that pats itself on the back 
3. A YouTube channel with two videos which are poorly produced 

*Jimmy's Note: Being young has NOTHING to do with being good at social media. If young people were any good at managing content online and being good at representing a cause, they'd never get in trouble for having pictures of themselves smoking marijuana on their MySpace. Vet your online content managers/web specialists with the same jaundiced eye you'd use in selecting an accountant. 

Oh no you didn't...

by Ron Daly

We are gathered here to day to mourn the death of JuicyCampus.com...wait, did I say mourn? I meant celebrate.

Now, being in the long-time internet guy that I am, I usually don't enjoy the demise of a website. I know there are plenty of people out there just trying to make an honest go of the web. But the folks behind Juicy Campus don't inspire sympathy in me. For those of you who don't know (or don't have college-aged kids), Juicy Campus was set up to let college students spread rumors about the school, campus organizations, or each other. The rumors could be benign things like "the price of parking is increasing soon" or malicious notes about people's relationships, appearances, or any other area of someone's life.

It took me two seconds to decide that this site and its mission was despicable. And it took me less time than that to be happy when I heard it was gone (click here for details on its closing).

I don't know "social networking" as well as some of my credit union contemporaries, but I do know this: a social network can't survive when it's built on hate-mongering. Juicy Campus lost out because it couldn't drum up online advertising here in the downswing. It has since been usurped by collegeACB, which stands for "Anonymous Confession Board", which doesn't encourage gossip so much as anonymous comments from anyone at any time.

Yeah, there's a BIG difference between that and Juicy Campus (sarcasm alert!).

But let's take a moment to talk about the people who are doing a GREAT job of social networking in the credit union world. And HOW are they doing a great job? They're not spitting on people and being catty.

Sharpening the Edge

by Ron Daly 

This blog was started to bring our insights to the world. In May 2008, we got going with some articles about email marketing and SPAM and mobile banking.

Since then, we've been doing our part to help you, our dear reader, understand the world wide web and its myriad uses as a communication and sales channel. 

Which is why I was surprised to read this article from MediaPost Publications. It seems that there are certain buzzwords that nobody wants to hear anymore. The top ten can be found below: 

Top 10 Buzzwords Tired of Hearing (% of Respondents)
Rank	Buzzword	2009 Report	2008 Report
1	Web 2.0	19.4%	9.1%
2	Social Networking	12.2%	6.0%
3	Social Media	11.3%	0.8%
4	Blog	7.9%	0.0%
5	Viral Marketing	6.2%	6.3%
6	Synergy	5.8%	5.6%
7	Branding	5.1%	3.2%
8	ROI	4.9%	4.8%
9	Green	4.9%	0.0%
10	SEO	3.8%	1.8%
Source: MENG & Anderson Analytics, January 2009

Well, isn't that something. 

But the really stunning thing is the fact that most marketing execs/CEOs don't know anything about the subjects in question. From the same article: 

Twice as many marketers are "sick" of hearing about Web 2.0 and related buzzwords such as "blogs" and "social networking" compared to last year's survey; however, marketers still admit they don't know enough about it. This was evident in the results of a social media study MENG released on November 6, 2008 showing 67% of executive marketers consider themselves beginners when it comes to using social media for marketing purposes.

I think it's time we here at the C.C.C.Blog change that. 

From this day forward, this blog will be working to inform the Credit Union and Financial Services Industries about the things they're having trouble understanding. Should we be afraid of the web? Not at all. It's only going to get bigger and better and more integral to the way people live their lives.

So here's your call to action: 

1) Spread the word.

Sign up for the RSS feed, send articles to friends who might need to shed some light on a subject, sign up for email updates. 

2) Tell us what we need to cover. 

You folks have thoughts of your own. Let's hear it! Guest authors welcome here, if you've got a hum-dinger article. 

3) Help us make the web better. 

We're hoping to make strides forward. Join us as we make the effort to enhance the online world. 

Twitter gets hacked. Why you need to care.

 

by Ron Daly 

BREAKING NEWS! Fox News has outed Bill O'Reilly, Rick Sanchez at CNN is addicted to crack and Britney Spears...well, the less said the better.

Obvioulsy, ALL THESE CLAIMS ARE FALSE. We have a hacker to thank for all these tidbits, which came from the fount of Internet knowledge: Twitter. 

Yes, Twitter. Folks these days don't know whether to call it a micro-blog or an instant messenger. But they do know, now, that there's a major security hole somewhere through which someone drove a bus (click here to read the story). 

Some of the biggest Twitterers (Tweeters? Tweets? Toots? Honestly, Jimmy's the one who keeps up with this stuff) were hit, including President-Elect Barack Obama, Britney Spears, Fox News and CNN Anchor Rick Sanchez. 

As someone who spends a lot of time talking about online security, I wondered whether or not this was all that news-worthy. Most twitter pages are just little blurbs about what people are doing, links to their favorite news stories, jokes back and forth with friends, etc. But then I read this article from NetworkWorld.com (read the article here). 

What would have happened if this hacker - who just threw out humiliating little gibes - had posted links to a virus? What if he'd have used email addresses or passwords he'd found to disturb people's private accounts on non-Twitter services? Does this tell you, dear reader, anything about how important it is to guard passwords? 

Jimmy and I jawboned about this for a little while. I asked what he thought was the biggest threat facing Twitter and he told me that there are so many peripheral Twitter applications that require username and password to operate. Seems like a tough sell for me, the thought of giving away security information. What do you think, folks? Respond below.

On Gaming: The Line is Blurring.

by Jimmy Marks

Gaming, at one point, was the term that referred to actively playing a video game. Getting Mario down the pipe to get more coins? Gaming. You good at Duck Hunt? You're a true gamer.

But now, gaming is different. As I wrote about a while ago (click here to read), more and more people are coming into gaming. And gaming itself is reaching new heights. 

Remember having to beg your older brother/sister to play 2-player games with you? Now your console hooks up to the internet to create a multiplayer experience. I got an XBOX 360 for Christmas (click here) and a game I recently purchased is made for multiplayer - you can only play the game offline to some degree before there's no more game to play.