Social Commentary: Social Media, Online Marketing, Podcasting, and Your Business
Social Media, Online Marketing, and You
Many people have asked me while I’ve been covering tours, press conferences and other events how I type so fast and get so much out. Well, here’s one of tricks of the trade, and another reason why I believe the iPad2 is the ultimate mobile blogging/journalism tool.
After all, the size of the iPad makes many people feel like its “not truly a mobile device” or “it’s too large to use in the field.” Au contraire, I say:
It’s yourself that you hurt when you make fundamental website mistakes. And one of the areas that people are tripping up the most is on the mobile web.
There was another post in the queue for this week, but I had to move it after running into a slew of sites that made some basic errors that made it almost impossible to link to them because I knew the that people on the other end were going to have a bad experience.
I’m not going to publicly excoriate these guys.. but they’re major agencies and companies that have the budgets to know better that are making this crucial mistake.
This week, we’re going to kick off the series with the first of three critical mobile site mistakes.. The walkabout link.
You receive a link in email on your iPhone, Android, iPad or other mobile device to a deal. Or a press information. Or whatever. You click it. And then end up on their.. home page?
Many poor implementations of mobile sites will redirect any page that isn’t in the mobile site tree to the home page. This is a critical mistake, because people want to go where the link is advertised to take them. Users get frustrated and leave in this scenario, and there’s also a high probably a savvy content person isn’t going to share your link because they know their mobile audience can’t see it.
The solution: Every link on your site, if you’re going to have a mobile version, should auto-detect that it’s being used by a mobile device and reformat the content with the same URL. Also, at the bottom of the page, the user should have the ability to turn off said mobile formatting. In almost all cases, there should not be a separate setup for mobile sites. At the very least, let people see the regular sized page and give them the content they were expecting.
Stop by next week for part two of mobile site madness. Your users will thank you, and so will your pocketbook.
QR codes are the shiny new object of the social and digital tech space, a physical representation to many that they are “with it.” If a place doesn’t have a QR code, they must not “get it” (quotes added for ironic emphasis).
But how high will you jump for a QR code? On the way to a birthday party, we found this out.. and that two slightly out of shape guys can’t quite get the pro basketball level “air” to be able to snap it with our phone. We were trying our best Michael Jordan impressions to read this QR code off a banner from the street, which was placed a good twenty to thirty feet off the ground. Suffice it to say, it didn’t work.
Here’s the deal. We were both into this social stuff. We’re going through a lot of work the normal person just isn’t going to do. These QR codes were put on these banners to look cool without a single thought of usability.
And I see this all of the time.
Funnily enough, days after, I was meeting with a client of mine who the folks on high at their office were all high on QR codes. “Where can we put them?”
I then pointed to the billboard across the road. Thing is, if there was a QR code on it, there’s no way either of us could scan it. And while you’re driving? Forget about it. And here comes the intrinsic problems with QR codes.
QR codes sound cool at first, but usually they’re implemented without thought so they become useless decoration.
To most of the population (i.e. your likely customers), they’re funny looking boxes that take a lot of work to use. It seems silly to put so much work and devote so much visible space to something when you don’t actually understand how to use it to your benefit.
Simply, a QR code is a visual representation of a link that your phone can read.
There are times – when it’s right in front of you – a QR code can work. But even if it physically works, so many people are doing things like sending people to flash sites and other non-mobile optimized places, rendering them useless to most mobile devices.
See, if someone is using a QR code, they’re probably on their phone. So you need to make the experience an easy one, as well as a clear conversion point (that is, know what you want people to do). It needs to be a page that initially loads fast and gets the point across immediately. But many marketers, in their zeal to up-sell clients for extra bucks and make them “look cool,” throw user experience and conversions out the window.
So in certain print situations, I can see a use and have seen efficacy for them (as opposed to a list of ‘theoretical’ ways someone could). And when you’re in production, always have a phone that has a QR code reader and TEST what you are going to put out there and make sure it’s truly easy before you green light.
1) Facebook and Twitter - I’ve seen some good user stories around taking people straight to pages. But the social outpost you take them to needs to be engaging.
2) Mass transit – if you could scan the QR code on the sign that is right at your level, and it gives you the next bus or subway time at that stop, that would be awesome (already being done in Florida).
3) RSVP – You have an invitation and the link takes you to a mobile-optimized page where you can sign up/RSVP to an event.
4) Enter to win – Contests have seen a modicum of success in tech-savvy areas.
5) Tour or historical info – I could see a QR code next to a landmark or other site and that takes you to a mobile info page for that exact site with possibly an audio MP3 that plays on your phone as part of a tour.
1) On billboards – Really? Are you serious? Have you practically tried this? I’ve tried numerous times and it doesn’t work.
2) In e-mail – Pointless. You’re already on a computer. QR codes work best on mobile, they’re intended to take the physical digital. Provide a link.
3) Foursquare – Most people are not logged into their mobile browsers and a QR code with your Foursquare address will not always work. And if you think people are going to do the work to log in, you’re wrong. Scanning a QR code for check in is not currently embedded in the app, either. So that’s a pipe dream. Once it is native to the mobile app, people would truly take advantage of it.
Another thing to note – I’d cite some data about who uses QR codes, but research shows lots of contradicting information right now. It’s up 50%, 500% or 1200% or some other number depending on the study, and some will tell you it’s 18-35 and others will tell you 25-46 or some variant. Some studies will say more iPhone users use QR codes, other say more Android users. In short, there’s no consistent data because so to say that the “data” proves it’s good for “x demographic” would be incorrect.
However, if you are literally street smart and focused when you use QR codes, you can connect with new customers. And once app makers include QR reading in-app, you could see a lot more usage (i.e. Foursquare, Facebook, Twitter, etc).
There’s no doubt that tablets, especially the iPad, have changed the face of computing. I don’t know if it’ll be the Apple iPad, or another future device, but it’s extremely clear that the computer for the 99% is going to be a simpler, easier to use device.
One of the criticisms of the tablet is that it’s not a content creation device. Well, over the past few months, I’ve found that supposition to be completely incorrect, especially with the coming of the iPad 2. Sure, the video camera on it isn’t the best ever – but it is sure functional. And some might feel that not having a real keyboard is a deal breaker. But that can be quickly remedied – and honestly, I’ve found that if you just trust it you can get very excellent results off of it (in fact, I’ve posted many pieces of content with it, never touching a “real” keyboard). One of the things I’ve learned is that it’s not always about the quality, but what you have on hand, and the iPad helps you become a mobile reporting maven if you let it.
In my travels, I’ve live-blogged, live-tweeted, shot, edited, then uploaded videos on a tour bus, on a boat, and on the street – all off of the iPad 2. But, it doesn’t come out of the box with the functionality you need. For the purposes of this post, we’ll focus on blogging and video creation.
First off, forget the official WordPress app. It’s from all appearances made for nerds, not writers. Get Blogsy. It has so many bundled-in features, and most of all, it gives you supreme control over formatting and the ability to post to different platforms. You edit your text, properly format pictures, access your media library, and without as much of the nerdy coding subtext. Yes, you can have that control if you want it, but writers need to write, not be bothered with the fiddly bits. Here’s a few key points:
iMovie for the iPad 2 is surprisingly powerful. I love watching people light up when I show them how to edit everything from sideshows to voiceovers to news packages. I remember the days not ten years ago where you needed insanely expensive equipment that made loud (albeit satisfying) noises as the tapes whirred and clunked to make edits happen. A few words to the wise are important, though.
Both Blogsy and iMovie have YouTube support. It has been my personal experience that if you want something to really travel, despite the higher visual quality of services like Vimeo, YouTube is where the big community is and that’s where you need to be. If you find the comments too vapid, you can turn them off; however, remember, comments many times drive additional views and you can take the initiative and moderate them.
So there’s a few tips on the iPad 2 as a blogging and video creation tool. What techniques/apps/etc. have you found in your experience?
Postscript: Turns out a major update is coming very soon for Blogsy (thanks to them reaching out and spreading the word). I’ll be sure to grab it as soon as it comes out and give you the skinny.
I was going to write a completely different kind of post when I sat down this afternoon. It was going to be your more run-of-the-mill social media or digital information.
But then I learned about Trey Pennington. Trey, although I didn’t know him in person, retweeted this blog and we interacted with me back and forth online, and was one of the top social media folks in the country. He took his life today after fighting depression, which I found out on Facebook.
This is not a post about Trey, per se; but this post is the story he has inspired me to share, and along with heeding the call of David Murray to not be afraid to talk about this tough subject.
It was a question I’d ask every once in awhile, because my mom wouldn’t go out and see the other moms at events. She didn’t didn’t go to the PTA conferences, never volunteered for much with school, and didn’t otherwise interact socially with people she didn’t know.
She was eventually ostracized by neighbors, and that turned into the ostracising of me until I reached the middle of high school. There must be something wrong at the house, “obviously.”
But instead of helping, people wrote nasty unsigned letters and left them (I know because I’d get the mail and sometimes the envelope wouldn’t be sealed or there would be no envelope, and they fell out and I would read them). Or they would tell their kids outlandish stories and I’d hear, “My mom said that your mom…” which I’m sure were a combination of actual gossip and pre-teen bullying.
Of course, coming home after such incidents, I remember asking that question of “Mommy, why are you so sad?” and “Is there anything I can do?” And she’d answer that she just is and she’d try to be better.
I remember her very clearly, when I was 8, 9, 10 years old.. and sadly, her condition got much worse. Unfortunately, I didn’t get to ask any questions by the time I turned eleven.
She died in her sleep, best as anyone can tell, due to a heart attack caused by an overdose of anti-depressant drugs. Was never ruled a suicide, but frankly, as we had very little money and she had no insurance, there wasn’t much time spent on her so we’ll never know all the particulars.
And, 20+ years ago, a lot less was understood about all of this in the medical field, and also in the public.
I remember after she died, the class and parents of students I was in wrote me notes.. and I got a few really nice ones. Some, however, included messages like, “I’m glad she died. She wouldn’t talk to anyone anyway.”
There’s a definite stigma with depression, and those who are different. People tend to not understand that when someone has depression, it’s rare if ever they can just “snap” out of how they’re feeling. And I can guarantee you they don’t wanna feel depressed. But what they really need is not your chiding, not your exclusion, but a hug and a kind word.
It’s possible my mom would be here today if that love had happened, instead of reinforcing that negative overwhelming feeling as evidenced in her last writings about how she was pushed away by everyone and wished she could do something to make it stop.
Every single case is different, but being close to quite a few people in my life who deal with depression, sometimes what they really need is a dose of “love-ium” and understanding. It can help people, from my limited experience, with stopping depression turning into more drastic consequences, such as illicit drug use, alcoholism (a very common self-medicator), and destructive negative behavior to get attention.
So go forth and hand out love-ium this week in mass quantities. Help make it okay for people to share their stories. Maybe it’ll help someone else.
My prayers are with Trey, his family and loved ones this evening. If you have thoughts of suicide, reach out. There are resources to help.
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