Marketing Technology Stories you might have missed
MT5 Edition: #41
Stories This Week: Facebook for kids, augmented reality in print, social servicing expectations, shocking social stats and a new Foursquare
1. Facebook To Experiment With Access For Under-13s
[Engadget] According to the Wall Street Journal, the social network is pushing for a more formalized structure for under-13s in an effort to curb users registering under a false age.
My Take: Going after kids makes business sense, but the strategy is fraught with difficulties. For example, the Child Online Protection Act sets a standard that would be a high bar for Facebook. And what does Facebook not do well? Protect personal identity.
As a parent, the last thing my child needs is more screen time. I just can’t see my child having access to Facebook until…what 15 years old?
2. Could Augmented Reality Replace the QR Code?
[Engadget] Check out the video:
My Take: Marketers tend to either LOVE or HATE QR codes with the majority being in the latter camp. And let’s admit it, QR codes are ugly and have a number of drawbacks. I could see a technology like Layar doing a better job of connecting the print world with the digital world. Yet, I have a bunch of questions: How does the reader know the print piece is AR enabled? Does the reader need special software? How are metrics recorded? etc…
3. Social Media Customer Service Faces a High Bar
[eMarketer] Customers headed online to shop are bringing with them high expectations about the kind of customer service they’ll get once there, especially on social networks. The graphic on the right shows customer social support expectations per social channel.
My Take: A few years ago companies got bonus points for servicing customers on social networks. We’re entering a period where beginning to expect service on any channel. In the next few years companies will lose customers if their social support isn’t up to par.
4. 11 Shocking New Social Media Statistics in America
[Convince&Convert] <– Scan these stats. I’m sure at least one will grab your attention.
[Mashable] Foursquare moves beyond the check-in and focuses on “discovery”.
My Take: If you follow Foursquare this new release is just about what you expected. Check-ins, mayors and badges were fun way to introduce the “location” part of SoLoMo “social-local-mobile”, but alone, check-ins, didn’t really do anything for you. However, with so many users and so much data, Foursquare is able to provide useful, contextual information such as recommendations of things to do and visit. So this release is more evolution than revolution, but it’s a nice looking evolution and a good next-step for Foursquare. The focus on “discovery” keeps Foursquare relevant and will drive the business forward.
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