How High Will You Jump For A QR Code?

December 11, 2011 By Jeremiah Staes Leave a Comment

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.

Here’s some ways QR codes have been or could be useful:

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.

And some dubious suggestions I’ve seen on the internet:

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).

Filed Under: Foursquare, Location Services, Rant, Social Media, Tips Tagged With: Are QR Codes Good For Business, Business, foursquare, How To Use A QR Code, QR Code Tips, QR Codes, Social Media

Why Subscription Services Really Matter: A Big Picture Perspective

July 17, 2011 By Jeremiah Staes 2 Comments
A trend that has been growing is the online subscription service. From Basecamp for project management to Spotify (and others like Pandora and Rdio) for music and Adobe on the professional end for their tools, subscription offerings are taking hold. 

But there’s a bigger play afoot. One that is representative of the economic forces we contend with in this day and age.

Accepting the reality that credit as we know it will be harder to come by – possibly for decades to come (due to the economic reset of the past few years – see “The Great Reset” by Richard Florida [affiliate link]), the idea that people can loan money to start their businesses or ideas is becoming less and less of a possibility. Traditional sources of leverage such as the home are out of the picture, as many are underwater in this country. And sure, there are healthy venture capital-funded industries and areas of the nation.. but what about the rest of us?

Throw into the mix the reality that the idea of having a “regular job” is disappearing (most I know who are making it are sewing together 2, 3, or more income streams).. and what is a person to do? What if you need tools? What if you need support?

So here comes the subscription service as an outgrowth of the new economy. Why loan money to get software packages that cost $2,500 or more – when you can pay for it yourself for $85 or $129 per month? If it’s your livelihood, after all, it’s a small price to pay to be able to work. The barriers to entry are again lowered for people to be self-employed. 

Why buy thousands of dollars of music and have an incomplete collection.. when you can have the world of music at your fingertips for as little as $4.99 a month? That’s around $60 a year – where some reports say people spend between $75-$120 per year and can’t dream to have a complete collection for that price.

Why purchase an office productivity suite for hundreds of dollars up front.. when Microsoft 365 is offering what almost everyone needs at a paltry $6 per month – and Google is doing most of that for free?

Sure, this isn’t a perfect situation. If you don’t pay the subscription, you’re out of luck. And this doesn’t even touch the argument of “is it right that workers are having to become self employed?”

But if there’s anything I’ve learned it’s that sometimes you can complain about it, but that doesn’t put food on the table. What does make it happen is accepting the reality on the ground. One may not like it, but it’s how things are and you have to operate within that construct (and if you believe strongly enough about it, work simultaneously to change it). 

So instead of needing thousands upon thousands of dollars to start on your own, for many careers, you can be self employed for very little start up capital. Because markets do innovate, and thanks to the subscription service, now more than ever, your potential success can be your hands – if you’re willing to embrace it.

Filed Under: Business, Rant, Tips Tagged With: adobe, change, digital economy, microsoft365, pandora, rdio, spotify, subscription services

5.5 Things Umpiring Teaches You About Life and Social Media

July 9, 2011 By Jeremiah Staes Leave a Comment

“Your assignment is ready, if you want it, in a week.”

That was over a decade ago, when my life hit a crossroads. I could either take a job in a TV newsroom in the director track, or an assignment was waiting for me to become a professional umpire.

Although I chose the media track, with twists and turns, there are indelible lessons that being behind the plate taught me that also make me look at life and my work a little different than everyone else at times.

1) Do it 100%. And with confidence.

When you’re umpiring, like in life, people will constantly question your calls, even if the instant replay says you’re right. Why? They have their own agendas, and many times, criticism isn’t about you but their situation. That’s why it’s also important to “sell” the call. That doesn’t mean overdo it; it means go up, make your call, and stick behind it. Own it. It’s your call, because if you don’t, the whole ballpark will rain down on you.

2) It’s not about you. It’s about the game and everyone else.

A good or great umpire you never hear about. Umpires are, and maybe it’s my biased opinion, intrinsic to the game of baseball. Their calls keep the game moving; their pacing can make the game more fun. But if you’re talked about too much, you’re taking away from the game. That’s a humbling lesson a lot could learn in social media. In this era of “personal brands,” I so often see the “me me me” show across the blogosphere – and the people who are really making it? Actually cashing a paycheck for doing the work instead of the scheme of “here’s my kit to learn how to make zillions in social media?”

You don’t always hear about them. They may not have 25,000 Twitter followers. And if they are really active? They’re lifting others up, unselfishly.

That’s because they’re not always in front. The people who need to know who they are know them. And frankly, over the years, I’ve found companies that actually spend money usually prefer it that way. Much like in baseball, your name is on the lineup card, but if the broadcasters are talking about you after the opening lineup is read, you’ve done something wrong. They need to be talking about the game and the work of the players.

Wanna combat me with the “well such and such athlete has a sponsorship deal..?” Let’s get real. That’s maybe a couple hundred people. Unless you make millions of dollars to throw a football or a shoot a basketball, those rules do not apply to you.

3) Be consistent.

It’s said you can call any strike zone you want, as long as it’s in the same place all game. And that’s how you should be. Deliver, deliver, deliver. Every time in my life I’ve not been consistent is when I’ve gotten into trouble.

4) Make it fun.

I’d have a signature “Foul ball!” call. It made people smile and knew I was paying attention. If you’re having fun with it, in some ways, people know you’re actually involved because you know enough about what’s going on to crack a joke or two.

5) Safe is safe, out is out. Making the right call means some days a whole city hates you, and you will learn who really loves you when you come home that day.

Although the world is full of grey, safe is safe and out is out. It’s part of the allure of the game of baseball. Definition. And that definition is going to get people mad at you.

But it’s also good to remember that when you’re looking at the social graph or anything else; all of your friends may be going in one direction, and it may feel “cool” to be a part of something, but is that REALLY the space you need to be spending your time in, if you’re being a professional about this? Have you looked at the data and seen if maybe you’re leading your clients astray by having them in the “new cool thing” that actually overlaps so much with what you’re already doing it’s not worth the effort?

Are you clear on what you actually will get out of your work? Kudos are great, but don’t always pay the bills. Are you spinning your wheels in a direction that doesn’t line up with what you need to do? Or, do you need to change your model to fit with current conditions?

5.5) You can’t quit until the game is over.

One thing that irks me that I see all too often – people get the equivalent of an inning or two into a project, and then flake out. We’ve all done it at some point. But you gotta finish the game, no matter what. One of the hardest things when I first umpired – the girl I was dating at the time wanted me to go to a movie. Well, extra innings happened – and she kicked and screamed about it. Well, it turns out that my base umpire had a similar situation and left – and it was just me on the ballfield (to add insult to injury, that base umpire ended up going out with her!). I lost that girl (good riddance), because I should of just quit the game in her eyes.. but you can’t. There were 18 players, who knows how many coaches and whoever else counting on finishing the game. You can’t walk off the field. It’s a responsibility you can’t push off. Things happen. Just remember to set aside time when you’re not on the field for the ones you care about.

What did previous careers or hobbies teach you that you bring into your current occupation?

p.s. Thanks to Amber Naslund for pushing me a few weeks ago to do this post.

 

Filed Under: Business, Rant, Social Media, Tips Tagged With: amber naslund, baseball, Tips from umpiring

It’s time to quit on “Fail”

July 3, 2011 By Jeremiah Staes 1 Comment

“Fail!”

“Never gonna happen!”

“Why do you keep trying these light filaments? You’re NEVER going to succeed!”

“Stupid idea!”

“That idea was a complete #Fail! Fire everyone there. You should hire me instead!”

That’s what Thomas Edison would of seen on the internet as he’s doing the thousands of experiments with his team to create the lightbulb, and reflective of what many say today about any topic. As he was a public figure even before project, the public reactions would of surely been worse.

And many times, when it comes to Detroit, some people have the same sentiments. I thought of this as I stood in front of the Edison fountain in Grand Circus Park yesterday, taking in the beauty as a young couple took their engagement photos in front of it and some folks were running around it like crazy (happy) fools getting soaked. Yet there are people who will inevitably say “that never happens, what were they thinking, they’re gonna get shot” even though I saw it with my own eyes (I didn’t take a picture of the young couple out of respect, but I can tell you, they were beautiful).

Frankly, anyone who has attempted anything has been at the bottom, one with our darkest moments. We really think we’re going to stop trying (I personally have been there).. take the road most traveled. But many times, if you look for it, there will be a light for you at that tunnel.

But you have to believe that light will be there and be open to maybe the solution being something you never thought of before. Letting go of a pattern you’re comfortable with is very hard. Letting go of old scores is very hard too, but also, necessary.

Look at the new Somerset retail partnership downtown – it’s a different way of approaching and trying something and seeing if it works. Who knows if it will. But they’re trying. Which is a lot more than most of the people can say who sit on the sidelines of any project and say, “it’ll never work!” or “it’s not REAL retail!”

Not to say don’t be realistic – there are many challenges to any great work and we should know they are there. Anyone who has ventured anything has been knocked down countless times. But the real measure of a person is the ability to get back up. The ability, as I’ve learned the hard way over the years, to not freak out but to focus and come up with innovative, positive solutions.

One thing to do is to not bring your mental resources to bear about what you don’t have – “if we only had financing, if we only had THIS, we can’t do anything unless we have THAT” (which I’ve learned that’s among the biggest self-defeating lies we tell ourselves as a culture). When you start ignoring that negative crosstalk (a chorus which will always arise when you make forward progress) and start thinking of different ways to overcome the challenge, it’s when you starting making something happen.

So I’m working on expunging the word “Fail” from my vocabulary starting this week.

It’s a “meme” as they say on the internet that needs to die, as it’s useless. The truly successful people I’ve met? They don’t revel in failure.

No one is perfect.. but I also call on you to do the same thing.

If you’re gonna criticize, be constructive and offer a real solution. Ask the questions you’re afraid to ask, because many times that’s the only way you get answers. Don’t be afraid to listen to people who do not agree with you and have reasoned arguments. Walk a mile in their shoes. Find new sources of information to get insights you didn’t have. Don’t completely surround yourself with people who look at the world the exact same way you do, as many great leaders in history have lost their way by surrounding themselves with advisors who only rubber stamp every idea without improving it or discussing it. Sit with someone way older than you and be a sponge to their knowledge.

Work every day realizing you’re not perfect. After all, the goal is not and cannot be perfection.. but progress.

Filed Under: Rant, Social Media, Tips Tagged With: Detroit, Eliminate the world Fail, Fail, stop using the world fail, Success Tips, Thinking Positively, Thomas Edison

Gatorade DOES Get It

September 16, 2010 By Jeremiah Staes 2 Comments

This is getting a little rediculous. Go and read it. The premise, “Gatorade doesn’t get it.”

People push brands and companies to interact, and when they do, let’s jump on them about it! They obviously can’t win in the eyes of some, with big broad general labels of “They don’t get it!” or it’s #FAIL!

Look, do I think the name of “Mission Control” isn’t perfect? Maybe. However, do I get it considering the edge of their brand and the fact that it does look like a mission control center? Yes. Would I go so far as to call it “foolish?” No.

If you decide to read their stream, they do good things like at-reply, and sure, whoever is back there is passionate about it. Which is what you want.. for me personally, it’s almost impossible to get that hyped about a drink without caffeine, but my coffee addiction isn’t the point of this post.

It used to be online interaction through social media was -only- an afterthought. To put four full-time folks on this is commitment of time and resources that shows that, in fact, they DO get it. They’re trying to make it work for them. They’re trying. They’re engaging. They’re doing it. Which is more than a lot of companies.

Attack posts, especially in situations where they don’t deserve it, is just more digital noise.

There’s always room to improve. But the running around with the “They Don’t Get It” bumper sticker and throwing it on every car in the lot (which a lot of folks seem to be doing now) isn’t productive… nor, from the outside view, the truth. We should be encouraging steps forward, not condemning them.

Disclosures: There has been no financial relationship or contact with the Gatorade team. In short, we don’t work for them.

Filed Under: Business, Rant, Social Media Tagged With: Gatorade, Haterade
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