Whilst marketers continue to search for ways to improve the leveraging power of things like QR codes and Geolocation check-in services for brands, the application of RFID technology to the social sharing experience has the potential to outstrip everything if the recent trials by NatWest and Nokia are any indication:
Using RFID technology, companies can empower consumers to share their experience on social media networks in real time – simply with the wave of a hand. It’s as simple as embedding a RFID chip into a wristband, tag or promotional item. Anything. RFID readers placed around your venue can be programmed to share status updates, images, videos, or even links to a brand’s web properties.
The idea is gaining momentum with a number of larger brands who have run pilot schemes using the technology. For example, Natwest recently trialled the UpD8r Facebook RFID solution from ExceleratedApps at a recent event for their online Cricket Club with great success.
Even 100 attendees at the exclusive NatWest event were able to create over 20,000 impressions on Facebook walls for their branded experience – whilst it was still happening – with almost 5% of friends seeing the posts engaging and clicking through to NatWest Cricket Club web properties.
Meanwhile in the US, Nokia used RFID technology at an outdoor music event to generate over a million Facebook impressions and thousands of online conversations about their brand.
There are always going to be some users willing to share their experience via a mobile device, or when they return to a computer, but the RFID social sharing solution UpD8r is enabling that organic sharing process to be possible via every single attendee at your event or brand experience.
Just from a common sense appraisal, the value in this approach should be self-evident to anybody who understands the behavioural aspect of social sharing online, and with one-tenth of the planet now using Facebook we’re now past the point of asking if brands should engage with consumers through social media, and more pressingly concerned with how they should engage.
Passive check-ins have been flagged up about as the natural progression from the time-consuming routine of check-in services for some time now but, understandably, there’s an innately unappealing aspect to this summed up by the word ‘passive’. The RFID approach allows scial consumers to share what they want to share as quickly and painlessly as using an Oyster card on the London Underground.
I like where this is going.