Content Wordshop

Ultimate Flexibility for Your New QR Code

Douglass Davidoff — Thu, 24 Nov 2011 03:12:31 -0500

"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!

11 Lessons to Take the Fog Out of Your Online Conversations, Especially in Times of Conflict

Douglass Davidoff — Sun, 07 Feb 2010 00:06:09 -0500

Surely, one of the greatest dangers of online conversation is producing a dialog, to be preserved forever, in which — looking back — you'll see that you were talking past people you with whom you were arguing.

How embarrassing. What a waste of your best efforts, your brand, and your reputation. It takes a broad-minded person to examine such situations in hindsight and confess to such errors.

Robert S. McNamara, who died last year at the age of 93,both lived long enough and reflected hard enough to speak out, write about, and take responsibility for many of his actions in World War II, at Ford Motor Co., during the Cuban Missile Crisis, and, especially, in Vietnam serving as Defense Secretary under Presidents Kennedy and Johnson. His candor was remarkable, even if some people say he did not go far enough.

I just watched his film, "The Fog of War," and found it fascinating. It consists of 11 lessons for life, many of them matters of being conscious to all possibilities in a given situation where communication is pressured by conflict and mistrust — such as in war, and especially across racial and ideological boundaries such as between the United States and the Soviet Union.

R.S. McNamara's eleven lessons of life, many derived from war:

Empathize with your enemy — This first lesson really stuck with me. In McNamara's case, it involved the ability of the former U.S. ambassador to Moscow, Llewellyn E. "Tommy" Thompson, to speak candidly to President Kennedy about the motivations and desires of Soviet Premier Nikita Khrushchev. Thompson's decision to stick his neck out and disagree with JFK — not to mention JFK's willingness to listen — was one factor contributing to the world standing down from the nuclear brink. For organizational communicators, especially online, it means writing content that speaks to the motivations of the reader, not the writer — especially in times of conflict.

Rationality will not save us — In my opinion, rationality without emotional buy-in to a proposition will rarely win.

There's something beyond one's self — If it's all about you, it isn't enough.

Maximize efficiency — This one does sound like a time-is-money industrialist speaking, doesn't it?

Proportionality should be a guideline in war — Proportionality is a humanitarian guideline at many times of conflict. Piling on is wrong, and, in war, needlessly deadly. McNamara's example was bombing strikes over Japan.

Get the data — Often speaks for itself, but often ignored.

Belief and seeing are often both wrong — Not to be flip, but see #6 immediately above.

Be prepared to re-examine your reasoning — Be the self-examined life.

In order to do good, you may have to engage in evil — But as rarely as possible.

Never say never — Circumstances change. Politics taught me this lesson.

You can't change human nature — And, in the end, the good qualities of human nature will save the day. At least that's where we must place our faith.

Of all of these, I think the first lesson, to place yourself in the mind and heart of "the other" is the best advice. The goal is to get for the other what they want, provided it can be something you want too. How you define those ends may wind up being very different from how you started.

In the case of the Cuban Missile Crisis, the turning point with respect to Khrushchev was seeing that he would like to take credit for preventing U.S. destruction of Cuba. Ny reaching an accord with Khrushchev, JFK was able to let his adversary package a message that sold to the Soviet military establishment as well as prevented an invasion of Cuba that might have touched off a nuclear exchange.

Was the situation that dangerous?

In the film, McNamara tells the story of visiting Cuba to share recollections with then-Cuban President Fidel Castro. McNamara learned during that visit that there were many Soviet nuclear warheads on Cuba at the time, that in the event the U.S. attacked Cuba Castro would have supported fighting back against the U.S. with a nuclear exchange, and that Castro knew it quite likely meant the end of Cuba. (See #2, by the way.) We were "that" close to nuclear war, McNamara concludes, holding his thumb and forefinger just a smidgen apart.

What lessons of war and conflict illuminate your guidelines for online dialog, especially in conflict?

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

Douglass Davidoff — Mon, 11 Jan 2010 18:43:29 -0500

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?

Giving Time, in Small Chunks, Over the Web: A Prediction Mashup for 2010

Douglass Davidoff — Sat, 09 Jan 2010 22:21:37 -0500

It looks like it'll be hard to get through mid-January without seeing predictions across the blogosphere for the hottest trends of 2010. (And there're lots of expressions of good riddance to 2009, to boot.)

The most interesting prediction I've seen was published on Mashable and written by Ben Rattray, founder and CEO of Change.org. His predictions concern changes in social good behavior for 2010. He's in a position to know.

His predictions:

Social activism will explode across the web.
Micro-volunteerism will become extensive.
Giving work will become as important as giving money.

Mr, Rattray's conclusion:

These three trends – providing new ways of giving voice, giving time and giving work – represent the future of social change on the web.

I don’t mean to imply that giving money will stop being important. On the contrary, the web will continue to be an essential tool for fundraising in 2010, and for good reason – donations are the lifeblood of non-profits and the Internet is a highly efficient means of raising money. There are also an increasing number of effective fundraising platforms that leverage the unique power of the web to enable new types of giving – including well-known innovators such as Kiva and DonorsChoose, and new entrants such as Vittana.

But fundraising isn’t where the innovation will be in 2010. Instead, we’ll see the rise of new forms of participation that move beyond fundraising and make 2010 the most interesting year yet for social change on the web.

Interesting trends to spot. Read his post. Sign up for The Extraordinaires at BeExtra.org

What do these trends need that we can offer? Communications and great content. And training presentation materials. And more...

Cross-posted to StraightTalkPR.com

Information Overload, Then and Now

Douglass Davidoff — Sat, 09 Jan 2010 20:27:54 -0500

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 Midwesterner: An Example of Thoughtful and Deep Content in a Blog

Douglass Davidoff — Sat, 09 Jan 2010 19:39:52 -0500

One of the best new policy blogs around is The Midwesterner: Blogging the Global Midwest, written by Richard C. Longworth. The writer is a former Chicago Tribune and United Press International reporter who now labors as a senior fellow for the The Chicago Council on Global Affairs.

Along the way, Mr. Longworth wrote Caught in the Middle: America's Heartland in the Age of Globalism. That's his picture, off to the right.

Mr. Longworth's blog, which was introduced in late 2009, fills a crying need for thoughtful analysis that integrates the entire Midwest across state lines. His writing is careful and full, bringing the mind of a think tank to consideration of new ideas and the eye of a journalist to detail and story. Most of all, it's interesting. Mr. Longworth has a lot to say, and he's good at saying it.

I also like his listing of other Midwest blogs. For example, by browsing his list, I found For the Love of Dayton, which chronicles civic affairs in the city where my son attends college.

The Midwesterner is the sort of blog that should be attained by a senior individual who seeks to influence the opinions of thought leaders. It takes work, but it pays off. It's a blog written by and for people who simply love ideas that can move societies.

From a technical standpoint, the blog uses TypePad, my preferred blogging platform. I have just one quarrel with The Midwesterner. If that's its name, why is the URL something else, namely:

http://globalmidwest.typepad.com/

I'd recommend that the Chicago Council on Global Affairs purchase a domain for The Midwesterner and map the domain to the blog. This would be a first-class move to serve what is already a first-class blog.

The Color of Our Content

Douglass Davidoff — Wed, 06 Jan 2010 02:12:09 -0500

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

Douglass Davidoff — Fri, 11 Dec 2009 19:30:20 -0500

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.

Be Nice. Be Real. Be Honest.

Douglass Davidoff — Fri, 04 Dec 2009 19:09:08 -0500

I like Seth Grodin's analysis of "how to lose an argument online."

The Market for Paid Content: Is It Bigger Than You Think?

Douglass Davidoff — Mon, 16 Nov 2009 15:52:41 -0500

I've been following the discussion about the market for paid content in the wake of Rupert Mudoch's comments about charging for online content. A post today by Chris Crum at WebProNews caught my attention and challenged my assumptions.

"80% of Consumers Would Not Pay for Content," says the headline on the article, which reports on a post by search expert Danny Sullivan at Search Engine Land.

"What about the 20 percent who would pay for content?" I thought? "Isn't that a big-enough market?"

It turns out there are four models for delivering paid content: (1) content that is not paid (i.e., it's free content); (2) first-click-free content; (3) subscription content; and (4) content paid after a preview. Each of the last three paid models seems to made sense to me in one setting or another. And then there's the issue of the circumstances and predilections of users toward paid content. Google and Forrester are measuring all this.

I'm not chomping at the bit for paid content. But I think it's foolish to dismiss it when a large minority seems willing to consider paying for the right stuff.

Post-Publishing Update: See also this post reporting on Forrester's findings on pricing content, especially news content.