Marketing
The Year of the QR Code?
Submitted by Aldon Hynes on Sat, 01/02/2010 - 12:54Some people look at what is and ask why? I prefer to dream of what is not and write blog posts about it.
At a New Year’s party, I was asked if 2010 will be the year that someone finally figures out where the online revenues for local newspapers are going to come from. I certainly hope so. Already there are examples springing up here and there of local papers that are doing well with their online revenues. However, we have a long way to go.
I normally talk about the importance of localization, and perhaps throw in a few comments about the importance of convergence when I talk about the possibilities for online revenues for local newspapers, but before I get to that, I want to talk about one other area that I think is important, that too many people are missing.
At conferences on online publishing, someone always mentions large publishers that are making more money from selling their data than they are from the advertisements they run. Unfortunately, most data purchasers are buying from very large sites; sites with over a million visitors a month. This just doesn’t work for small local newspapers. However, there is great value in the data from these small local newspapers, and I hope someone comes along, figures a way to aggregate some of this data and sell it as a profit both to themselves and the local papers they serve.
Yet in most cases, aggregation seems to drive down the value that local online sites provide. If I’m a small business in a small area, I want my ads, including my online ads, to target people in my area that are most likely to respond to my ads. Ideally, I would like my ads in the local paper to fit nicely with the online ads, and any other advertising that I might do.
It is with this in mind, that I would like propose a couple examples where I think a little innovation might be able to dig up some good value. Hopefully, they will illustrate the ideas of localization and convergence.
Many local papers run special advertising sections for real estate. Next to the picture and description of a house for sale, a QR Code could be added. When a person is reading the real estate advertising section, they could simply scan the QR Code with their cellphone, and it would send a message to the realtor that has placed the ad.
(Scan this code if you want to send me a text message about being interested in a house in my neighborhood that is for sale. I’ll put you in touch with a local realtor.)
It is worth noting while we see a little convergence and localization in this example, it could also be done for a print only publication.
The next example brings the print and the web a little bit closer. A store that has the ability to accept orders online might place an advertisement in the online section of a local newspaper, with a link to the online store. Using QR Codes, the same could be done with a print version, and a print and online ad could run concurrently.
Since I don’t have my own online store, I’ve set up a sample using an Amazon advertisement for the Nokia N900, my current cellphone, which supports QR Code scanning.
Now, to the nitty gritty. It doesn’t take a lot of work to make good QR Codes. For this article, I used the Kaywa QR Code Generator. There are several other good free QR code generators. I’ve chosen to go with QR Codes instead of some of the other 2D bar codes because QR codes seem to be easiest to generate and scannable on the widest set of devices.
It is also worth noting that if you have a good design team, you can make QR codes very fancy, as is noted in an Engadget article about Takashi Murakami and Louis Vuitton QR Codes.
A final concern, QR Codes are not popular yet in the United States. It seems as if there is a little bit of a chicken and egg problem. Advertisers don’t use them because a lot of people don’t use QR Code scanners yet, and a lot of people don’t use QR Code scanners yet because there aren’t a lot of codes to scan yet. However, someone will break this cycle and start doing interesting things with QR Codes and hopefully this article will inspire others to think up new ideas.
A little innovation, like using QR Codes to converge local advertising could be just the ticket to help build online revenues for local newspapers. Now, I just need to find more ways of building revenues for certain bloggers.
#trinblogwar Captain Futurist and the Innovators
Submitted by Aldon Hynes on Mon, 11/30/2009 - 11:19This evening, I will be speaking at Colin McEnroe’s class Course on New Media and Old Media at Trinity College. I’ve spoken at his class in other years, typically starting from my role in various political campaigns in Connecticut. Yet the discussions often would go off in many unrelated directions. This year, I’m not currently working on a campaign, and I’m finding I’m talking more and more as a futurist.
I’m not a big fan of futurists. I don’t think any of us can really predict the future. We can observe certain trends and talk about how these trends might change things, but that is about it.
For me, there are several important trends that should always be considered when thinking about technology and the Internet. Perhaps some of it is the Dance of Shiva, tearing down and building up again. One trend, is disruption. Someone will always come up with a new idea that challenges the ideas of the status quo. It is disruptive technology. It follows the technology adoption lifecycle. The first adopters are the innovators, the people that live for this sort of disruption, the visionaries, and perhaps real futurists. They rush into each new potential disruption, play with it, and in some cases push it forward to the point where the early adopters and then early majority come on board. Other potential new disruptions don’t live up to their potential and end up becoming fuel for other ideas of potential new disruptions.
This is the space I live in, the work I like to do. Let’s find some new technology, technology that isn’t ready for the early majority, technology that the late majority will shun and lampoon, and work with it until the early adopters and the early majority start playing with it. Then, it will be time for the next innovation.
This takes me to another trend, which I believe good innovators should be looking at, which is convergence. When someone comes up with a good idea, other people will copy it, they will riff off of it and create their own versions of the same thing. Eventually, the best implementations will capture the attention of the early adopters. These early adopters will try different systems and they will want the systems to interoperate and to converge. Look at email. In the early days of email, you had CompuServe, you had Prodigy, you had SMTP, You had X.400; the list went on and on. However, SMTP was the simplest and most open way of connecting, and eventually it all converged on SMTP. You are seeing the same sort of thing with instant messenger systems; AIM, Yahoo, MSN, Google and others. Google is based on XMPP which is perhaps the open standard for instant messaging like SMTP was for email.
So, as I look at disruptive technologies, I like those that are based on open standards and can easily be developed for and expanded upon. It is part of the reason I like Google’s Android and Nokia’s Maemo better than I like Apple’s iPhone.
With this in mind, I also suggested to Colin that his students should look at Portable Contacts and DandyID as well as OpenID and Open Social. One of the diversions we might get off on is how we understand our digital identities. Colin asked his students if some of these are ‘safe’ ways of managing one’s online identity. Too often, it seems like people are more concerned about hiding part of their identity, instead of sharing their identity the way they want it to be shared.
Personally, I think the best way to control one’s online identity is to be open and share it widely. If not, Tom Friedman’s warning may come into play. “On the Internet, either you do it, or someone else does it to you.”
This leads to the area that does not get enough attention by innovative geeks; what sort of social impact these disruptive technologies might have. They typically shun the discussions that always take place around one technology or another about whether it is a ‘good’ technology or a ‘bad’ technology. These are the topics for freshman college classes, which rapidly become tedious. Us geeks always think of technology as being neutral. It can be used for good or for ill.
Yet this is where the political side comes in and it ties nicely back to Colin’s class. What are the real implications of technological change? In 2004, Robin Sloan and Matt Thompson released a flash video entitled EPIC 2014. It looks at the effect of technology change on the news media. It is bleak. It was later updated to Epic 2015 which is a little less bleak and a little more up to date.
In EPIC 2015, they predict the Wifipod, an iPod with Wifi and a camera. It was a pretty good guess at the iPhone. They also predicted the Google Grid, where all kinds of content gets stored and shared. In many ways, it seems like Google Grid is their early guess at Google Wave.
I like playing with GoogleWave because the underlying technology is very open. I have my own GoogleWave server and I’ve been working on porting the QWaveClient to the Nokia N900
In the evolution of EPIC, they also talked about Google gathering contextual information from the web to build the personalized news. There are two companies that I’m keeping an eye on right now that seem to be focusing on this, Clara and Peer 39. They are mostly looking at it from a marketing or advertising framework.
Another thing I found interesting in EPIC 2015 was Microsoft’s NewsBotSter. The latest stories of Rupert Murdock trying to strike a deal with Microsoft so that news from Murdock owned sites would only appear in Bing. Jeff Jarvis has the best analysis of the Murdoch Madness I’ve seen so far.
Meanwhile, the Federal Trade Commission is holding a two day workshop entitled From Town Crier to Bloggers: How Will Journalism Survive in the Internet Age?. I had hoped to be able to attend, but my schedule is just too busy right now. Murdoch will be speaking as will Arianna Huffington, who is attempting to approach the news from a slightly different angle than Murdoch. It should be a great workshop, and I hope to catch some of it online.
This leads me to another topic I wanted to talk about with Colin’s class. As more people communicate real time via the Internet, as they join in more of a conversation, even if some of the conversation is about what they did during Thanksgiving, or the traffic coming home, it has a great possibility to impact the way government works.
So far, much of political activism has been about elections. But more and more of it, I believe, will be about more direct citizen involvement in all levels of government. At the local level, See, Click, Fix, is a great new way for citizens to make their voices heard at city hall. Systems for submitting comments to rules making bodies, like the FTC and FCC are evolving and improving and more people can get involved this way as well.
In October, I wrote a blog post about submitting my first comment to the FCC. I wrote a follow up about submitting comments to the FCC based on some of the feedback I received. I also submitted a comment to the FTC workshop; initial thoughts, almost final draft, and submitting the final comment.
One final thought about eGovernance; as more and more people get their information online, I expect we’ll see better information coming out of the government about what they are doing. I get emails from the Connecticut Attorney General’s office, as well as various parts of the Department of Justice about what is going on in their areas. Various agencies, elected officials, candidates and advocacy organizations are now sending their press releases and media advisories to CT News Wire a Google Group I set up for them to send their information to, in hopes of reaching bloggers, citizen journalists, and anyone else interested in this sort of information. More and more raw data is becoming available online and this has lots of implications for those interested in computer aided reporting.
I’m sure there will be plenty of other interesting thoughts shared during the class. Maybe some of them will be shared with the trinblogwar hashtag. Maybe I’ll even try to CoverItLive.
What do you think?
Black Friday and the Nokia N900 on Amazon
Submitted by Aldon Hynes on Tue, 11/24/2009 - 14:12Back in June, I wrote a blog post about turning fifty and the new iPhone. My wife had been asking what I thought of the new iPhone and if it was time for me to upgrade from my old Motorola Razr. From an end user perspective everyone tells me that the iPhone is great. However, I look at things from a different perspective. I’m a geek, an innovator, an early adopter. Great user interfaces just get in my way. Give me a command prompt. More importantly, give me a command prompt to a real operating system that I can go in and tweak to my heart’s content.
I realize that a jailbroken iPhone might give me most of what I’m looking for, but I’d rather work with a device that allows me full access without jailbreaking it. I’d rather work on a device that makes as much of the development and distribution of applications as open as possible.
The iPhone is horrible that way. Skype was disabled. Sling was disabled. Video streaming was disabled. Tethering was disabled. It would take a lot of work to make the iPhone do what I wanted.
I figured that the phone I really want is the next generation Android phone. The Android development environment sounds much more to my liking than the iPhone development environment. On the other hand, all my video blogging friends rave about their Nokia N97s with great video streaming. The one downside is the Symbian operating system, oh, and also the price.
Well the other day, I read the latest news about the Nokia N900 . It sounds pretty much like a beefed up N97 with maemo, a Linux based operating system. I could hack to my heart’s content. Amazon is selling a U.S. version that is unlocked, so I would not be tied to a carrier.
Looking more closely, it comes with a 5 megapixel camera/camcorder, beating out iPhone’s 3 megapixel camera. It comes with Skype and Qik preloaded. It supports QRCodes and tethering. It sure sounds like a nice phone for me. On top of this, with Amazon’s discount and Nokia’s rebates, the price is below $500. That is still expensive for a cellphone, but for a full powered mobile device, it looks like it is worth it.
The one downside is that it does not support AT&T 3G, so it might be slower for some data.
As to Android, there are plenty of blog posts out there talking about Android versus Maemo. However, since Maemo appears to be a pretty full featured Linux, I wouldn’t be surprised if I could run an Android emulator on an N900. I have tried an Android Emulator on my old IBM R51 running Ubuntu, and that just hasn’t worked well for me yet. It may be that my R51 just doesn’t have enough horsepower and an N900 might not either.
One final thought: I don’t focus much on advertising on my website, other than blog advertising for other sites with EntreCard, Adgitize and CMF Ads. However, as we approach Black Friday and CyberMonday, I may add a few additional ads for Amazon products. So, if you’re doing holiday shopping online, click on my ads here or the ads on other blogs to help support bloggers through the holidays.
Turkeys, Soda and Paid and Unpaid Posts
Submitted by Aldon Hynes on Sat, 11/21/2009 - 11:20I must admit, I am not a big fan of paid posts on blogs. I’ve read many paid posts as I surf blogs and most of them are uninteresting content promoting uninteresting content. However, this morning, I found two blog posts that caught my attention. First, I found Freaky Frugalite’s post a lot of turkeys will be there. It was a paid review of Jones Soda’s “ORIGINAL Tofurkey & Gravy Soda”. I must admit, tofurkey and gravy soda sound original, but I don’t think it is something I will serve on my table.
Jenn at My Kids are My World has two great posts up about Tofurky and gravy soda. It is fun reading and reinforces my desire not to try the soda.
With that, let me get to my recommendations: When I drive home from Virginia and cross Pennsylvania on Interstate 78, I often stop at Dietrichs Meats in Krumsville, PA. They describe themselves as an authentic Pennsylvania Dutch Butcher Shop. Typically, I stop and pick up something small to eat and some of the soda. This time, I picked up a case of Reading Draft White Birch Beer and Reading Draft Sarsaparilla Soda. I’m not a big soda drinker, but these are also sodas that have authentic character. I also picked up a sixteen pound smoked ham.
h to feed twenty people, so had a nice ham dinner. Then Kim took some of the ham to her parents for their dinner when they returned from a long trip. We had a few days of leftover ham and we’re still working on it.
Kim suggested that we make Ham and Coke. It didn’t seem quite right to pour Coke on a nice smoked ham, but I did, and let it bake in the over on a low heat for a long time. When we ate the ham, you couldn’t taste the coke, but the house filled up with a wonderful smoked smell and the ham was delicious.
So, there’s my unpaid response to a couple paid posts. Seems like Jones Soda hit on a good idea for paid posts, and I’ve enjoyed reading Rebecca and Jenn’s posts about their soda. However, I enjoyed even more, the ham and the soda that I picked up at Dietrich’s meats in Pennsylvania and if people send me free soda or hams, I’ll enjoy them.
#socialmarketing Convergence, The Long Tail and The Innovator/Influencers
Submitted by Aldon Hynes on Thu, 11/19/2009 - 10:36Today at noon, Eastern U.S. time, @ckieff and I will do a Social Marketing Tweet Chat. Chris runs the Social Marketing firm, 1 Good Reason and we often chat at various conferences. He has been running the Social Marketing Tweet Chat for some time now, and asked me to join him to share some of my perspectives.
While I pay close attention to social marketing, I approach it more from the technology side than from the marketing side. I typically present myself as an “Old guard, hardcore geek”. The closest I get to marketing is when I describe some of my work as “helping people tell their stories on computers”. So, I will present a different perspective than some of the other folks that Chris often speaks with.
The current themes that I’m most interested in, in this area, and that I expect to explore at lunch time are convergence, the long tail, and the technology adoption lifecycle. In short, I believe that too many marketers do not spend enough time focusing on convergence. Various forms of digital technology are rapidly converging, but too often, it seems, marketing campaigns are not converging.
At the conferences Chris and I attend, it always seems like all of the focus is on the really large publishers. However, the long tail suggests that marketers, and especially those focusing on a social component, need to look more at the publishers that are not at the top of the A list. That is where the social action really is taking place.
Finally, I suggest that marketers should look more at innovators in the technology adoption lifecycle instead of early majority, late majority or laggards. The innovators are the folks that test out technology, when they find a product they like, they become the champions of the product and are the most effective influencers for a product. It seems like technology firms understand this, but few other firms seem to focus on who the innovators and early adopters for their brands might be. As an aside, the original research that led to the sociological model of the technology adoption lifecycle was based on hybrid seed corn sales in the 1950s.
So, join in at noon and share your thoughts for what I hope will be a lively discussion.