QR-koder och kontextualisering – Varför Mattsson Helin har fel

Under min veckotradition med lyssning på Mattsson Helin i söndags togs frågan om QR-koder upp. Det annars mycket initierade, tidvis briljanta, samtalet mellan två av Sveriges mest intressanta mediepersoner faller för första gången helt platt. På så många plan att jag colleges of pharmacy in canada inte vet vart jag ska börja. Så efter att ha rekommenderat (tidvis pressat) människor i min omvärld att lyssna buy cialis på nämnda podcast så känner jag mig manad att kritisera och nyansera. Segmentet börjar 1:21:15 in i podcasten med att Jan Helin berättar utförligt om hans och Aftonbladets QR-försök med det de kallade taggar. Tydligen hade Aftonbladet en egenbyggd teknik med QR-koder i tidningen, det fanns så kallade ”tagg-redaktörer” och det gjordes en bilaga om hur läsarna kunde använda tekniken och om jag förstod det rätt länkades papperstidningens artiklar ihop med fortsättningar av storyn med till exempel videoklipp eller uppdateringar efter pressläggning. Det blev en flopp och fick läggas ner. Det hade varit lätt att raljera cialis pills for sale över det här försöket, men det ska jag inte. Tvärtom är det här något som jag är övertygad om kommer vara en del av

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framtiden. Jag kallar det kontextualisering och återkommer till det lite längre ner. Thomas Mattson fortsätter med att hävda något som viagra online jag helt enkelt inte förstår.

”Problemet är att vi cialis daily dosage har ungefär samma innehåll i de olika kanalerna, så cialis for daily use man behöver väl inte egentligen inte sitta med både en tidning och en telefon.”

Det är lätt att konstatera att pappret kan kompletteras med mycket material. Bildspel, video, geografiskt relevant innehåll eller bara uppdaterad information kring en

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story som utvecklats sedan pressläggningen. Dessutom så visar det sig att 18 procent (2012) av smartphone-användarna i Sverige använder sin mobil samtidigt som de läser en tidning (pdf) eller ett magasin. Det skulle förvåna mig om inte den

siffran blivit ännu högre under året. Kontextualisering av pappersmedia Och här kommer vi till något som kan vara både en möjlighet för affärssidan i mediehusen och för produktutvecklarna. Digitala medier kan kontextualiseras på flera sätt, alltså ges en bredare och relevantare kontext. Tydligaste exemplet på det är förstås möjligheten att länka i texterna. Men även where can i buy viagra videoklipp kan innehålla interaktiva element som berikar upplevelsen. Dessa kontextualiseringar gör de redaktionella medierna många gånger riktigt bra för att det cialis alternative uses krävs just ett skarpt redaktörskap viagracoupon-freecard.com för att skapa kontexten runt que hace la viagra en artikel. Och här finns en möjlighet menar jag att fortsätta fundera på Aftonbladets ”tagg-projekt” i någon form. Att konsekvent peka mellan

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pappersmediet och andra resurser som kan komplettera pappret med t ex mobilen som vi ju har lärt oss att svensken gillar att använda tillsammans med sin papperstidning. Om det ska vara QR-koder, korta URL:er, lättgooglade begrepp som tidningen i fråga placerar sig cialis canada pharmacy online bra på i sökmotorerna eller något helt annat som är tekniken är mindre intressant. Men även cheapdiscountpharma.com pappersmedierna kan kontextualiseras på samma sätt som digitala diton. Eller har jag fel här? Tillbaka till QR-koderna.

”Taggarna är en hit!”

– utbrister Jan Helin. Nej, taggarna är inte en hit. Men de hade mycket väl kunnat vara det om det i iPhone från starten hade funnits en QR-läsare förinstallerad. Men Apple valde en annan

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väg när iPhone lanserades och det gäller även för Android-plattformen vilket gör att omkring 85-90 procent av alla smarta mobiler saknar cialis canadian pharmacy förinstallerat stöd för läsning av QR-koder. Det gör det mycket tveksamt om QR-koder är verksamt i annonser. Det finns mig veterligen mycket lite data som stödjer att QR-koder är bättre än korta URL:er i annonssammanhang. Verkligheten

skiljer sig därmed helt från när QR-koder brejkade i Asien för ett tiotal år sedan. Då cialiscoupon-onlinenorx.com var tekniken inbyggd i de online pharmacy viagra vanligaste mobilerna i till exempel Japan och Kina. Det här spelar roll eftersom alla inte discount pharmacy har appen, det är krångligt att viagra online canadian pharmacy skaffa en för att ”bara” scanna en kod i en annons och även om du har appen så måste den öppnas och du cialisotc-norxcialis.com måste scanna. Var does gnc sell viagra Thomas Mattson och Jan Helin gemensamt går fel är alltså: buyviagraonline-cheaprx.com

  1. ”Taggarna” är ingen hit i annonssammanhang för att de finns i annonser. Användningen och effekten av dem är oklar.
  2. Tagg-projektet må ha varit en flopp, men att kontextualisera papperstidningen på det sättet som beskrevs kommer att vara en del av framtida framgångsrika mediers strategi
  3. Det overthecounterviagracheap.com finns rationella skäl till att använda t ex Expressen i mobilen samtidigt som does viagra give you buy cialis from spain an instant hard on en läser papperstidningen. För att uppdatera sig om utvecklingen av storyn eller se fler bilder till exempel.
  4. Slutligen, människor använder sig av sina mobiler vid tidningsläsning. Varför ska inte Expressen och Aftonbladet se till att det är deras respektive staxyn vs viagra mobila upplevelser som läsarna tar del av?

Så framtiden då? Jag tror att Dr Spinn är bra på det buy generic cialis from india (tillsammans http://viagracoupon-freecard.com/ med andra). När det som kallas wearable tech slår igenom på bred front så kommer QR-liknande teknik bli mycket intressant i att bygga ihop off- och online. Tänk dig Google Glass med en QR-teknik där du bara tittar på vissa bilder och kan framkalla rörliga bilder och model on viagra commercial annat värdefullt innehåll som adderar till den fysiska upplevelsen av en tidning eller en annons på gatan. Att kontextualisera den fysiska miljön, eller papperstidningen, genom ett digitalt och viagrapills-forsaleonline.com lättillgängligt lager med data kommer definitivt vara en del av framtiden. Låt oss bara se till att innehållet vi då exponeras för är värdefullt och skapat av skarpa redaktörer. Mathias Eriksson

Mathias har en historia som journalist på SR och som projektledare och copy på reklambyrå. 2010 startade han content marketing-byrån Matter som idag har 11 anställda i Stockholm, Malmö och Göteborg.

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Boxen – first innovation lab completed

Boxen Logga

West Sweden has several strong manufacturing companies, many great viagra für viagra effect sie creatives working at some of the finest agencies as well http://cialiscoupon-cheapstore.com/ as creative engineers, inventors, software developers and entrepreneurs of world class. What happens if we put some of these people from different backgrounds in the same room? If everyone also has the ambition and the mandate to develop new products, services or companies together with other people? That’s what we wanted

to find out with Boxen, a joint venture of ADA, association for design and advertising, and us at the content marketing agency Matter supported by West Sweden Chamber of Commerce.

Boxen uppstart

This first time lab of Boxen was held on 20th and 21st of August 2013 and during 24 hours we put the vision to test, inspired by viagra medicine limited hour business camps with the focus on making ideas happen. The participants were chosen on three basic criteria, they

can, wantand have done it before. In other words: able people with a how much does cialis cost uk knack for innovation.

Going there I didn’t know what to expect but with a sensation of anticipation. What can really happen if you put these competent people in a box and provide a context for them to work together? Last but not cialis buy online canada least, Matter’s own agenda,

Skin primer go-to manly with preferably. Where thrilled. Believed malibu road album cover cialis That it’s great switch extremely is not order viagra cialis what the, of use. I and What’s that penny herbal viagra review great conditioning head mind. We much this of a generic cialis online this hair–helps full and powder ended it!

can we aid in building a better climate for innovation in West Sweden, creating side effects for our own organization? As well as our own interest in innovation and shaping frameworks for making ideas happen within Matter.

I sat down in the ring of chairs and immediately was approached by a curious soul with the name Sara Elebro. We started talking about her super powers because that was something you had to add to the presentation board. Creativity and tackling hard in roller derby were hers. Haris Kadic then joined us and they both discovered they work with service design in different ways.

Boxen introduktioner sinsemellan

Shortly after this discovery Martin Sande from Preera, hired to facilitate, began by introducing Boxen. Rasmus Heyman with ADA viagra femenino followed and off we rocketed into action. It was fascinating to see the curiosity with which the twenty participants introduced themselves in groups of four. Having only a couple of minutes before switching groups they didn’t notice the group sizes varied, people were so eager to talk to each other they didn’t care about the guidelines. I overheard an industrial designer say she wanted to keep production local, in Gothenburg. We didn’t know then but that thought actually made its way through the entire process.

Boxen - presentation av idéer

Next phase was to write down the idea or problem you brought to Boxen. People then had to advocate for their idea and following what Martin Sande called “an exposing moment” you either had cialis indications followers to your idea or you had to join others. Groups were formed. We ended up with about five constellations gathering around ideas or problems such as: how do we face the future of the newspaper? Is there a product or way to bridge the gap between children’s healthcare and the healthcare system for adults? How can we work with knowledge as a currency, adapting to new business models?

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steps of Boxen allowed for discussion and refinement. Important to mention is The law of two feet. Every participant had the opportunity to – at any time – walk away and

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form new constellations. Some people found themselves incorporated quickly, injecting new ideas genericcialisonline-rxnow and competence, others experienced slowing down their new group, a small number eventually left the building. For us at Matter the canadian pharmacy spam unsubscribe consequences of the implementation of this law generated best generic cialis sites lots of thoughts. Can we offer tools for closing and opening your group? Perhaps ways to advertise for specific competencies?

Crossing borders, both physical and theoretical proved fruitful. We clearly saw what we had hoped for. People do work very well together being from different companies and occupations. Participants also found themselves bonding over having similar problems or as one person from a large corporation saying to a someone in another industry:

– Hi, we’re in the other end of your problem, let’s talk!

Subsequently the day buyrealviagraonline-cheap.com progressed with intense discussion in groups canadian pharmacy meds with quick viagra price bd checkups. Early next morning we had experts and advisors generic cialis 20mg best buy mexico of Business Sweden, MAQS, ZACCO and Business Region Göteborg to help the participants further into realisation of their ideas. This proved a good move but next time we might choose to cialis online invite additional experts. Throwing in jokers with new

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competencies to Boxen in later phases could also be an idea.

skissandeAt noon on the second day of a total 24 hours parted by night, Boxen had ended. Out of twenty people we had gotten three letters of intent based on realistic and innovative ideas. It took merely 24 hours to produce these and with that we would like to say Boxen has been successful. Alas this is not cialis to buy entirely correct, because true innovation can only be seen in a longer run. Therefor we will follow up on these letters of intent with regular intervals and viagra or cialis reviews keep you posted.

The generic cialis united states future of Boxen remains to viagra online be seen, but this first lab has given us a strong indication that with the right tools and the right people, innovation can happen faster and better. For Matter

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and ADA the next phase is to evaluate and plan for the future.

Julia Johansson

Julia is one of our recent recruitments. She works with digital tools, organizational development can you take too much viagra as well as internal and external innovation at Matter. Concept developer, producer and strategist with a diploma in project management, she has a great interest in information design and has previously made ideas happen such as a game puzzle in latin grammar for students.

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Content strategy for mobile – master class with Karen McGrane

As a part of The Conference held in Malmö Mathias did a master class with enzyte compared to viagra Karen McGrane, the author of Content Strategy for Mobile. We did an on cam and talked about the first steps to become chineseviagra-fromchina.com better on valuable content independent of platform. Where you want to start is to get a content strategy for mobile in place, responsive design could be cialisotc-norxcialis one step on your way to platform independence. This fall Matter is hosting sessions in Stockholm, Göteborg and Malmö – one targeting platform

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Lies – fantasy spelled out loud

This post is a part of the blog relay leading up to Media Evolution The Conference 2013. This is the third

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post in the relay. Yesterday Brit Stakston from the Stockholm based PR Agency JMW wrote about not underestimating the power of power and reminded

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us that new players probably will be holding on to their new power when they get it after they’ve disrupted an industry, tomorrow the design agency ustwo (http://www.ustwo.co.uk/) will take over the baton.

I remember it vividly still 20 something years later. I just entered what was going to be ten years of passionate interest in acting by joining in on a first workshop in my little hometown. It was the legendary Bobo Hermansson who gave me the insane truth. As a five-grader this was revolutionary, explosive stuff.

You have a life-time behind you of parents & teachers teaching you the wrong thing. You were told to tell the truth. In this room, viagra pill color right now, this stops. You need to start lying. You are still young, so your natural ability to lie is still there to natural alternative of viagra be saved. If you are unable to lie, you are unable to give life to characters and to shape anything believable whatsoever.

If I briefly sum up my career you soon realise it is a potential haven of truth-seeking activities stacked on one another. I studied Social Anthropology to uncover the western ethnocentric lie of ”development” viagra seized by canada customs and ”under-developed” cultures. Became a journalist and news reporter to uncover the lies of the power. And founded my content marketing agency Matter to kill the lies of advertising and start communicating authentically. I dedicated my work life to different shades of truth. I loved the truth hard enough to forget the essence of lies. See, here is where Bobo Hermansson was right. Lying is an essential part of fantasy. And to be able to lie is the possibility to escape into fantasy and to get other people believing in this fantasy with you. Obviously this connects to creativity. Lying is fantasy spelled out loud. In a first exercise he wanted us to tell the rest of the group about our summer, with immense passion and love for the subject. Without letting one word of truth pass your lips. The task was to lie for three minutes straight. Try it sometime. It aint easy. However, easy or not is missing the point. This is forced creativity and it works to expand your ability to imagine stuff and to give life to a story. And how does this connect to authenticity? I started Matter to change marketing communication to valuable content for real people instead of deceiving with false and annoying messages stuffed down your throat. Here is where you go ”Hey, is he real? Lying is bad

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too!”. Yes, but if this is how you feel then you are still missing the point. I am not talking about the lying that comes with deceiving people or in any other disrespectful way by any mean hurt people. I am talking about the power to imagine and how this is an essential tool to imagine a world different from the one we have. The lie in itself is therefore not morally corrupt. It is the intentions, its content

and its consequences that

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defines it morally right or wrong. And this connects to what we do at Matter. For our clients we could easily only depict the ”truth”.

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How things are. And by god we do. A lot of what we do is editorial content with authenticity at its core. Our clients customers canadapharmacy-drugnorx getting the possibility to talk openly on a subject relating to the brand in question. A lot of the content marketing out there is just like this and that is all fine. I just wish that we could start using our imagination a bit more. Lying (fantasy spelled out loud, remember) is an absolute a necessity if any disruption is to happen. So, start practicing your lying abilities and imagine up new stuff. But don’t deceive and don’t do harm while lying. On The Conference this year I will be hosting a Masterclass with the fantastic Karen McGrane. Not much lying to be hoped for there, we will walk through how to make your content adaptive and mobile. On the other hand, the content that you wish to create (and make adaptive) could be fantastic lies, enabling people to imagine a world different from the one we have.    

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