Content Wordshop

Ultimate Flexibility for Your New QR Code

"Mobile Marketing Isn't a QR Code," writes Chris Brogan, a Boston-based leading social media strategist. And the point he makes is well taken: Slapping a QR -- that's "Quick Response" -- code onto a flier or ad isn't worth much if the result is that your smartphone is directed to a website that isn't mobile friendly.

I haven't used QR codes much. But thanks to Eric Segal of Data Collaborative in Arlington, Massachusetts, I have a great tactic for using QR codes. The tactic is: Set up a special web redirect URL and embed it into your QR code. Presto! You have a long-term QR code that can be adapted for special uses.

Let's say you're printing a pop-up banner to go with a trade-show booth. You want a banner that can work for you at several trade shows annually, to reach a variety of audiences. The audiences are different. Let's say that one group likes blue skies. The other group likes cloudy skies. You're going to have booths during the next year at both the blue-sky and cloudy-sky trade shows. And you're going to have a booth at the green-grass show, too, which will attract folks who like both blue and cloudy skies.

What QR code to print on the banner? Your home page (mobilized)? A special landing page for blue-sky people. And then a new banner for the cloudy-sky people.

None of it. Send your QR code to a web page with a simple redirect script instead. Set up the default redirect so it sends traffic to your home page, or to your blue-sky page or to your cloudy-skies page.

But when the blue-sky convention is coming up, change the redirect so it points to your special web page constituting a mobile-ready landing page for blue-sky products and services.

Then, when the cloudy-sky people are about to hit town, simply change the URL redirect (but not the QR code itself. No new banner needed. Just a default web page  

A few weeks after the cloudy-sky convention is over, change the redirect to point to your index page.

The QR code itself could be as simple as www.ourcompany.com/QRredirect. Then all you need to manage is the code on your website that points a page about blue skies. Once the blue skies conventiuon is over, you could  change your QR code back to your web site.

At least until someone else wants the QR code to point to their page!

I'm staying in South Orange, New Jersey, for Thanksgiving. On Wednesday, I saw a poster on a village bulletin board at the railroad station offering a QR code for a survey on race relations at twotowns.org. But the QR code went to a dead link. If twotowns.org had used a redirect QR code, the redirect could have been set initially to go to the online race relations survey, and later to the site's simple index page.

Thanks for reading!

 

Poor Charlie in Boston. Did He Ever Use His Domain? No, He Never Used His Domain. And Its Fate is Still Unlearned.

If there's anything more annoying than seeing someone squat on a domain for profit, it's seeing someone squat on a publicly owned domain for private profit.

But I suspect this is the case with the charliecard.com domain owned by the Massachusetts Bay Transportation Authority, known locally around Boston as the "T." It's the state agency, now folded into a transportation super-agency, that runs Boston's subways, commuter rail, buses, and ferries.

I recently received a replacement monthly pass for one that was lost. The transit pass is known as a "CharlieCard" after the famous song "Charlie on the MTA" [Read about it in Wikipedia or see YouTube below], famously recorded in 1959 by the Kingston Trio. (The mythical Charlie is also portrayed in the T's print and online material as the 1950s-ish character at right.) The card arrived in the mail with a notice that I can contact CharlieCard customer assistance at custserv@charliecard.com.

The problem, for me, is that there is no CharlieCard content at CharlieCard.com. Instead, the host of the web domain appears to be capitalizing on the T's inactivity in this matter with all sorts of rental car and car purchase links, all of which I'm sure drive revenue to the host and nothing to the taxpayers who own the T. Moreover, the links tend to add cars to the Hub's roads, the opposite of the T's intent.

Me? I hope I'm wrong. I hope that if the T cannot see its way to link the CharlieCard domain to the main CharlieCard page at the T's website (this page, perhaps?), or put up fresh content at CharlieCard.com, it might at least capture the dribble of dollars I think are accruing to charliecard.com's host in a continuing effort to keep fares and other user fees in check. And if the T is really selling car-sales and car-rental links on its domain, why isn't it selling a link to the locally based shared-car service ZipCar?

Information Overload, Then and Now

Social media expert Debbie Weil has a great post concerning information overload. She doesn't think much of the notion. "There has always been a river of information," she says.

Which isn't to say that Ms. Weil isn't as concerned as anyone else about being inundated with information about her world. She is indeed concerned, and like most other educated people, she looks for ways to cull and sift through the information flowing into her to pick out what's important to her. And she adds that people have always chosen information to read through the lens of their biases.

The point she adds, though, is that information overload has been around for a long time. Before it was RSS feeds and blog posts and Twitter streams and Facebook walls, it was magazines and newspapers. The morning and afternoon newspapers, Time, Newsweek, and Life, and titles before them like Saturday Evening Post and Collier's, all piled up. Choices had to be made back then, too. Our parents and grandparents fretted about too much information and also made choices to cut down what they consumed.

Ms. Weil notes that the rate of information has gone from a trickling stream to a fire hose. But we do what we've always done: applied bias to make decisions about the information we select. And now we have the benefit of technical tools that follow our instructions in pulling information for us.

Me? I use NetNewsWire to cull and group the RSS feeds I've chosen. I use GlobeReader and TimesReader to handle my daily newspapers online (and still be a legitimate — and paying! — subscriber). I have an RSS reader on my iPhone. I try more and more to shift incoming news information off of email so it's available just for personal communication.

And in her post, Ms. Weil introduced me to Guy Kakasaki's excellent AllTop.com. I'm so pleased with the choices he's made — kind of a Drudge Report for the web/tech/social networking crowd.

I hope Ms. Weil won't mind that her post takes me back to an influential evening in my life about six years ago when the historian David McCullough delivered a lecture to a packed auditorium in Indianapolis on the nature of studying the American Revolution. The talk occurred after publication of his John Adams but before the follow-on book, 1776.

Mr. McCullough noted that American colonists and independent Americans were remarkably well informed about events and thinking in their communities and even in distant communities on the Atlantic seaboard and even in Europe. News traveled far more slowly — at the pace of a horse or the whims of a ship under sail. But the information did travel, it was consumed, analyzed, and made the basis for action and public and private behavior. I wonder if the Americans of the Eighteenth Century worried about information overload. Somehow, among the thought leaders, I like to think they might have been.

The Color of Our Content

I've spent a lot of time —

No, let's put it another way: I've spent way too much time picking colors for our blogs. But in the course of doing so, we've found several sources of information for using colors in blogs and websites. Here's a rundown of the resources we've found:

— My favorite is Color Scheme Designer. Quite flexible and full of information and possibilities.

— Wikipedia's article on "Web Colors."

— HTML Color Codes.

— Several color resources at December.com.

The last two sites were recommended by my daughter, Sarah.

— Doug Davidoff

Microsites Explained at Wikipedia

I was talking with a client today about a microsite linked to a print advertisement. Microsites are landing pages for specific content. A person who visits a micro web site arrives because they have probably encountered content -- print content, such as an ad or a case study or a white paper, or an article, or a link from the organization's main page or another third-party website -- and they want to learn more. The opportunity at the microsite is to focus just on that particular topic and perhaps induce the reader to fill out a form in exchange for obtaining more information.

In explaining the concept, I was pleased to find that Wikipedia has a good -- and brief -- article on micosites. The term is pretty much synonymous with "minisite," which also bears reading in Wikipedia.