Linking its merchandise catalog to popular site turns award redemption into a social experience
By Alex Palmer
Taraci Motivation Breaks Into Facebook
Bosses might want to think twice about keeping their employees off Facebook during work hours. The new Social
Media Mgr app from New York-based Taraci
Motivation aims to bring engagement and
peer recognition into the social media age.
Through their personal Facebook pages,
participants of Taraci-run incentive programs
can access the company’s merchandise catalog and browse awards such as cameras, electronics, and gift cards. The Social Media Mgr
app lets them “like” items and leave comments about the awards—perhaps mentioning that they want the product once they earn
enough points or that they just won it.
Facebook friends of the participants can
see the posts and add comments. Similarly,
participants can see what their program peers
say and respond.
Tom Taraci, founder of Taraci Motivation,
says the redemption process becomes a social
one. “If you’re sending a gift to someone or
bragging to a coworker, that’s going to get
employees more interested,” he says.
The app allows a sponsor to make its pro-
gram as public or private on Facebook as
desired and use employees’ postings to drive
traffic to its program page—or to a Facebook
fan page about the company. With
individuals spending nearly a quarter
of their online time on social net-
works, according to media researcher
Nielsen, Taraci believes social media
integration of incentives will get bigger. ■
Digital card company Giftango develops system that puts QR codes on cards for electronic conversion
By Donna M. Airoldi
Gift Card Owners Can Turn Plastic Into Mobile
New technology from digital gift card firm Giftango allows award recipi- ents to convert their plastic cards into
mobile incentives that can be stored in and
redeemed from their smartphones.
Giftango’s offering allows merchants to add
secure Quick Response (QR) codes to their
gift cards. Cardholders can scan the codes
with their smartphone cameras to convert
their gift cards to virtual cards.
Portland, OR-based Giftango worked
with Travel Tags, a card printing company,
to create the patent-pending technology—
which Giftango has dubbed the Mobile
Wallet Conversion Platform.
The platform has all of the back-end infra-
structure needed to bring merchants, incen-
tive houses, plastic card printers, and virtual
payment technology companies together to
make the mobile cards work.
■ Recipients verify their cards using pin
codes printed on the backs of the cards.
Recipients also can access gift card balances, transaction histories, and promotional
information provided by merchants. They
can add their cards to their preferred mobile
wallet apps or re-gift them to others.
Nelsen says Giftango has spoken with a
select group of interested merchants and is
confident more will use the technology as it
emerges. “We’ll have some merchants set up
for [the Christmas season] but realize it might
not be until next year before we’re cranking
[the QR-coded cards] out.”
Giftango’s other goal is to reach out to
other plastic card printers during ramp-up. ■