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QR Codes and the Digital Citizen Gap – three insider tips

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Digital natives and digital immigrants

Back in 2001, Marc Prensky coined the phrases “Digital Natives” and “Digital Immigrants” with regard to education. His work drew an analogy from students who grew up with digital tools (basically those born after 1987) and their teachers who did not,  to a country’s natives and immigrants.  For a country’s natives, the local religion, language, and folkways are natural and indigenous – it’s immigrants are expected to adapt and begin to adopt the region’s customs, language, and lifestyle.

There has been much debate since Prensky coined the term as to whether age was the only factor or even a primary one when it came to being a ‘digital native.’  But whatever the actual factors are? It’s true that there is a very obvious that there’s a generation of consumers  who grew up with the convenience and power of the internet, mobile phones, and multiple information streams – and several that have to adopt and adapt as each new technology comes along.

As a life-long geek, I’ve always been in love with technology.  If there was something new and useful on the horizon? I was right there learning about it and figuring out where it did or didn’t fit in my own life.  As a digital immigrant Mom to a digital native (8 1/2 y.o.) daughter,  I started looking at things differently.  The first time I had to explain to her why we couldn’t pause the television in a hotel room in monosyllables? I realized that I needed to understand more than just “how some new tech worked for me” — I needed to find out how someone who grew up with it uses it and how that impacts her.  Along the way, I pick up a lot of information that turns out useful for marketers, business folks, and those looking for insight into tomorrow’s consumers.

If we’re going to stick with the analogy, I learned not just the language, but the slang and what it means, and not just the habits and rituals, but why they exist and what that means for future trends.  Just as someone born before (or after!) the record and radio era in music would be lost at the phrase “see you on the flip side” – there’s a whole slew of things that look and sound mysterious from the other side of the digital citizen divide that make sense when you get where the other guys come from.

Current and future digital trends in business

So then, let’s look at what’s trending or on the horizon in digital (internet, mobile, and social) when it comes to business.  But to make it useful? I’m going to give you some framework to work with.  We’ll start with a topic.  I’ll tell you what it is, why it’s interesting, and give you a good start on learning more about it.  Then I’ll give you the Digital Immigrant viewpoint, the Digital Native viewpoint, and the large business (or enterprise) takeaways and the small business takeaways. Plus a couple of insider tips.

Let’s not get too bogged down with the back-story though, instead let’s give it a whirl with a pretty solid example and you’ll see how quickly it goes!

Let’s talk about QR codes:

QR Codes – why those little squares you see everywhere are worth a deeper look. If you’ve been keeping your eyes out, you’ve probably seen these things popping up all over the place – from Heinz Ketchup Bottles to airport billboards to people’s business cards. But unless you’re the early-adopter type or it was also accompanied with a “download a QR reader here” message? You might have done the same thing most of us do when we see a barcode and thought “Yeah, that probably doesn’t concern me.”

Here’s the quick definition: The QR is short for “Quick Reader” – invented by Toyota subsidiary Denso Wave in Japan (back in 1994!) they were originally designed to keep track of vehicles during manufacture, it’s allows the contents to be decoded at high speed.  Think of it like a 2-dimensional barcode, only instead of just numbers, you can send words, links, and messages.

Why it’s interesting: Done right, a QR code can get your target audience a lot of information, really quickly, on the go. You don’t have to worry about crowding a lot of information in a little space or wondering if your customer gave up trying to type a URL into her phone.  If you get innovative? You’ll also be reaching more potential customers in places they aren’t usually looking for you.

The Digital Native viewpoint: Smartphones aren’t just phones for the D.N. set. They are rolodexes, news sources, libraries, instant communication devices (text or voice), cameras, notebooks, hand-held computers and pretty much their ‘absolutely must have’ device. In their mobile lifestyle, making it fast and easy to get the information they are looking for puts you ahead of the game.

The Digital Immigrant viewpoint: After a while, keeping up with the stream of “download this app” gets to be a bit much and finding the right one to use after that can put D.I.s into app overload.  Just like their D.N. counterparts, making it fast and easy makes it more likely that you’ll get and keep their attention.  But make sure that you aren’t just putting the same information in the QR code as you did where they found it – a sure fire way to make them ignore any QR codes they see in the future!

Big business: QR codes give you a fast way to connect your mobile marketing into someone’s pocket.  Instantly direct customers to your mobile content, apps, contests, or even online or retail purchase points. Embed tracking codes in your referrals and you’ll know when and where your customer started actively engaging with your brand.  Real-time interaction (the scan) can also end up in more in-depth interaction (saved links) and the ROI is highly measurable. Since the use of QR codes is free of any license (Denso Wave owns the patent rights, but has chosen not to exercise them) there’s no barrier to entry. Unlike a lot of competing technology, the QR code is clearly defined and published as an ISO standard. It works just as well on an iPhone as it does on a Blackberry, or a phone running Android or Microsoft.

Small business: It takes a few minutes to find a QR code generator, put in your information, click generate and save a picture of your own QR code. There’s no expensive outlay to make them or for your customers to use them.  As a small business, social media marketing requires dedicated time and effort and digital marketing usually requires paying someone to make a site or app for you. The creative use of QR codes can automate some of the process for you.  Adding a 1″ square code to just about any surface that takes directs your customer to information that drives sales is kind of a no-brainer.  If I told you there was a magic button that could drive sales leads to you and create new customers in places you already had spent on traditional advertising, how much would you pay for it? Now I’m telling you it’s free.  Why are you still reading this?

3 pieces of insider advice:

1) Test some different QR readers and makers. Find one you like and consistently recommend it – if your target is mainly D.I.s, you might want to put a recommendation near it like “Don’t have a reader? We suggest using ——– available in your app store.”  I downloaded 16 different QR readers to field test on my iPhone at South by Southwest last March. Only 2 survived the cut – i-nigma by 3GVision and RedLaser. For speed and functionality in low-light settings, i-nigma lives on my home screen. RedLaser has added functionality (price-comparison and product ratings) and asks me before opening a URL (pretty soon, we’ll see viruses and scams snaring the unwary – it’s an added layer of protection.) When you look for a site or app to generate your code? You might want one that doesn’t redirect through their own URL or you might like the built-in analytics of those kind.  Weigh which is better for your content.

2) Get Creative. Don’t put a QR code on your business card that has the exact same information as your business card. One or the other is useless and redundant. But a QR code linking someone to your mobile-optimized website? That means a momentary scan takes someone to your site instead of having to type the URL in while looking at the card. (Try scanning the QR code above, even though it goes to a non-optimized site? It will still surprise you how fast it gets there.) Put it on your to-go cups. Stick one in the back window of your car or on the back of your own phone. The most creative use I’ve seen lately was the 2 foot square yard sign on a house for sale that took me to a virtual tour of the house.

3) Get Interactive. Get your customers to download QR readers by having one on the back of your register that takes them to a 10% off discount they can redeem immediately.  Once they’ve downloaded a reader and seen how fast it works? You’ll be able to get them scan again for other reasons.  Direct them to your Facebook page to Like it.  Send them to your online store.  Link them to your downloadable app.  Give them more than a passive experience.

So, are you ready for this? Let’s get digital.

AGBeat columnist on digital marketing trends. Pruitt's computer obsession started back in '79 - a long time geek and early adopter, she's an ex-programmer & CIS professor, and a Social Media Devotee. Previously known on many social networks as an early-adopter by the handle of "GeekMommy" – Lucretia was on the Forbes 50 Power Moms list as a Tech Mom, she was one of the original Walmart Elevenmoms & has been dedicating herself to the field of Social Media full-time for several years now. She works with small businesses and F100 clients alike.

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37 Comments

37 Comments

  1. Ed Neuhaus

    October 11, 2011 at 12:45 pm

    Since the QR code space is confusing and littered with readers that don't work with certain codes and new QR ideas coming in the market daily like Digimarc, how do we know the triditional QR codes are where it is at? Digimarc embeds a digital watermark into photos that allow their free reader to scan the photo itself and get the multimedia content. No need for a little square in your flyer for a black and white image that others wise means nothing.. Just wondering if we should be pushing the point of the traditional QR code or something else? Henry Ford was not the first car marker but he was the ine that made it work on a large scale.

  2. Lori Lavender Luz

    October 11, 2011 at 1:38 pm

    OK, you[ve convinced me that a QR code would be good on my next iteration of business cards. But I'd like to incorporate my logo into it, also, and have it widely readable. I would love to know if you do a future post on this!

    And thanks for the recommendation of i-nigma and RedLaser. Both are on my phone now. Is this like VHS vs Betamax, where not all QR readers will survive the long haul?

  3. Chrissy

    October 12, 2011 at 8:49 am

    Thanks for directing me here Lucretia.. I have a few clients that have been asking me about QR codes and I know how to use um but not how to help them with their biz.. awesome post!

  4. Barb

    October 12, 2011 at 9:37 am

    I have seen QR codes showing up in some unusual places lately but I love the idea of having it on business cards. Good idea Lori to incorporate your logo as well.

  5. Joshua Jarvis - GA Realtor

    November 8, 2011 at 8:57 am

    It must be a regional thing, as QR Codes are a colossal FAIL in Georgia. In addition, if it doesn't capture the customer's information, then it doesn't move my business forward.

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Social Media

Tiktok: Did they really just censor disabled users?

(SOCIAL MEDIA) TikTok was concerned about disabled users being bullied so in a stunning reversal, they limited those users visibility on the app. Yikes.

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TikTok, the popular social media platform where users upload short, often silly or light-hearted, videos is coming under fire this week. Internal moderation documents acquired by the German digital rights blog, Netzpolitik.org, show that TikTok has been discriminating against users who are disabled, queer, and fat.

According to these documents, TikTok instructed moderators to tag any content created by so-called, “special users.” The “special users” tag refers to users who are “susceptible to harassment or cyberbullying based on their physical or mental condition.”

The idea behind the tag was to provide these “special users” with protection from cyber bullying and online harassment. This was achieved by limiting the visibility of these user’s content. Videos with this tag had their viewership limited to the user’s country of origin and were prevented from being featured on the “for you” section of the app.

To make matters even worse, moderators only had about 30 seconds to make the decision to flag a video or not. Imagine looking at a complete stranger for less than a minute and having to decide if they fall somewhere on the Autism spectrum. Now, imagine doing that with only a 15 second video for reference.

Sources inside TikTok say that moderators complained about this policy multiple times, but their concerns were ignored. According to a TikTok spokesperson, the tag system was meant to be a temporary solution.

“This was never designed to be a long-term solution, but rather a way to help manage a troubling trend until our teams and user-facing controls could keep up.”

Point blank, TikTok discriminated against users based on their physical appearance and perceived disabilities. They denied these users a fair opportunity on their app by limiting the visibility of their content therefor preventing them from growing their audiences.

In their statement about the moderation policy, TikTok’s spokesperson asserts that the policy is no longer in effect.

“While the intention was good, the approach was wrong and we have long since changed the earlier policy in favor of more nuanced anti-bullying policies and in-app protections.”

Owning up to their mistake is a good start, but a simple ‘our bad y’all’ is not good enough. When a company currently estimated to be worth 75 billion dollars admits to blatant discrimination against its users, there need to be some reparations.

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Facebook is finally allowing you to use your data freely, kinda

(SOCIAL MEDIA) Facebook is taking baby steps to improve data portability with new photo transfer tool. They are working with google, twitter, and microsoft to make it work

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Facebook is rolling out a new feature which will allow users to transfer their photos directly to Google Photos. The product is rolling out in Ireland first for some beta testing, but set to launch globally in the first half of 2020. At first glance this may seem like a mundane new tool, but it is just one thread in a complex web of legal and social change related to users’ right to their own data.

The true heart of this story is the ongoing issue of data portability. Facebook, Google, Twitter, and Microsoft are all part of the Data Transfer Project which aims to create data portability. Data portability refers to an individual users’ right to control their own data on the web, which includes the right to download and transfer their data to different services. The hope is that a seamless flow of data will create a more authentic sense of competition.

In their statement about the new product, Facebook reiterates this belief by stating, “we believe that if you share data with one service, you should be able to move it to another. That’s the principle of data portability, which gives people control and choice while also encouraging innovation.”

Being able to seamlessly transfer your photos from Facebook to any outside platform is a big step for a company that has spent most of the year in anti-trust investigations.

The photo transfer tool will be helpful to some users, but is it a genuine step towards breaking up the Facebook data monopoly? After all, Google has also gone through anti-trust investigations this year, so perhaps more open competition between two of the largest software companies on the globe is not exactly what legislators had in mind.

It’s nearly impossible to read whether Facebook’s attempts to improve global data portability are sincere or just an elaborate effort to keep governments off their bottom line. There is an argument to made about whether or not corporations can ever be sincere, but that is a story for a different day.

The best thing everyday users can do to protect their data right now is to stay informed and keep asking questions.

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‘Secret sister’ gift exchanges are not just lame, they’re ILLEGAL – tell your friends

(SOCIAL MEDIA) There’s a new gift giving program spread on Facebook but you may be giving more than gifts. Secret Sister is actually an illegal MLM that gives away your identity.

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secret sister gift exchange

‘Tis the season for Christmas themed pyramid schemes! No, we’re not talking about your favorite MLM adding some holiday flair (though that’s probably happening too), this is something more sinister: Secret Sister gift exchanges.

Not to be confused with Secret Santa (the anonymous gift exchange among friends), Secret Sister exchanges promises the impossible: buy one gift for a stranger, get upwards of 36 gifts in return. It might sound like a Christmas miracle, but it’s actually classified as a pyramid scheme… and gambling, to boot.

Not to mention, it’s definitely illegal, hun.

Circulated primarily on Facebook and targeted mostly at women, Secret Sister exchanges have been running since 2015, according to Snopes. Users are invited to join and invite up to six friends to participate too. Like all pyramid schemes, the further down the ladder you are, the less likely you are to receive many (if any!) gifts in return.

That’s the best case scenario.

Not only are you bothering your friends and potentially gaining nothing (or little) in return, you’re also at risk of identity theft when you participate in a secret sister exchange. Why? Well, most of these schemes involve users submitting important personal information such as phone number and home address, which aren’t the sorts of things you want falling into the hands of total strangers.

These “Secret Sister” gift exchanges might also go by other fun, festive names. For instance, one scam focused on “wine drinkers” and encouraged participants to purchase bottles of wine. But a pyramid scheme by any other name is still a massive waste of time and money.

A good rule of thumb? If something is offering amazing results for a fraction of the cost (like 36 gifts for the price of one), be wary. That’s the same promise you’ll get at a slot machine – and that’s less likely to steal your identity after you’ve lost money.

Not to sound like a PSA, but if you or anyone you know seems to be caught up in a secret sister gift exchange, get out! It shouldn’t be the season of law-breaking and identity theft. And if that $10 is burning a hole in your pocket, there’s plenty of ways to find some holiday cheer. Donate to a local charity, buy a gift for a coworker, maybe even treat yourself!

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