Create & Deploy Your Own QR Codes by Neal Wiser
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Transcript of Create & Deploy Your Own QR Codes by Neal Wiser
CCPA Marketing Meets Technology Series
Create & Deploy Your Own QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Agenda
A Brief History
QR Anatomy
Error Correction
About Me
Overview
What are QR Codes?
Versions
How to Make
Design Considerations
Uses
Examples & Other Uses
Best Practices
Barriers to Adoption
Abuse
Stats & the Future
QR Readers
Other Types of Codes
Analytics
Resources
Sample Campaign Worksheet
Q&A
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
About Neal Wiser
15+ Years Experience in Technology & Interactive Marketing
Mission: Helping businesses and organizations maximize their connections, relationships and results online
I have worked for: My clients have included:
Digital Strategist & President of NealWiser Consulting
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Neal Also Does…
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
What Are QR Codes?
Can store significantly more data than a Bar Code
Became insanely popular in Japan - late ‘90s
Spread Globally over past few years
“QR” = Quick Response (Modern Bar Code)
Becoming very popular in USA
Wide variety of uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
What Are QR Codes?
The user has initiated contact
Implies permission
But not really the same as “Opt-In”
Example of “Permission Marketing”
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
A Brief History
Concept dates back to 1948
Bernard Silver, a graduate student at Drexel
Variety of technologies developed during 1960s
Developed by Denso Wave in 1994 to track car parts
First commercial use of “Bar Code,” June 26, 1974
Wrigley's Juicy Fruit gum scanned at Marsh's Supermarket in Troy, Ohio
The pack of gum and receipt on display in the Smithsonian Institution
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
In use since 1974
Bar Codes
Use only length (“X”) - NOT height
Data Limit: 30 characters Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Uses length AND height
QR Codes
Data Limit: 7,089 characters
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Finder Pattern: Enables scanners to identify the code
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Timing Pattern: Placed between two Finder patterns to determine coordinates
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Version Info: Identifies QR version to determine data storage capacity and error correction levels
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Quite Zone: Space left around the QR Code for optimal readability
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Encoded Data: Data to be interpreted by scanner
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Alignment Pattern: Enables distortion error correction
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Anatomy
Format Info: First data scanners read. Contains code’s mask pattern and error correction rate
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Error Correction
The higher the error correction level, the less storage capacity
30% leeway for poor scanning…
The “Secret Sauce,” what makes QR Codes valuable
What allows for customization
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Versions
Many versions (each with different data capacity)
Version 1 contains 21 data modules
Current version: 40
Contains 177 data modules
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Version Comparison
Version 1
Version 40
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
How to Make
What are your Goals and Objectives?
What metrics (KPI) are you going to use?
Define Benchmarks
Before you begin:
Where are you now?
Consider your strategy?
What are your tactics?
Keep asking…
Establish Milestones
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
How to Make
“How do QR Codes support my goals?”
If it doesn’t…
DON’T USE THEM
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
Contact entry (vCard), Calendar entry (vCalendar)
Play a video, Download a file*
Display a map with directions
Text, Hyperlink, Telephone number (or make a call*)
What do you want to encode?
SMS/MMS message, Email (Send message)
And more (when we discuss Uses)
*Potential security implications (more Later)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
Do you have room for the Quiet Zone?
Remember, amount of data impacts QR Version
What is your output? Billboard? Package label?
What size QR Code do you want?
Size (in pixels)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(Should generally be dark and placed against a light-colored background)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(Modular materials with clear lines)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(b/t background and foreground)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(Margins)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(3 corner detection patterns must remain clear)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(If using highest error correction level) Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(Including upside down or rotated) Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(Like in a “widescreen” movie) Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
(Distorting cell shape) Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
How to Make (Con’t)
When choosing, consider capabilities
Metrics & tracking
Error correction levels
All Generators are NOT created Equal
QR Code Generators
Generators can produce different results
Graphic customization
Select a service that will support your design and campaign goals
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
How to Make (Con’t)
Or, try one of these…
Google: “QR code generator”
(Get URLs from Resources Slide)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Design Considerations
Test on multiple phones
Test on all major OSs
Test in conditions/locations where you expect users to scan
Print code (testing from monitor can cause errors)
Test, test, test
Test on multiple scanners
Considerations: lighting (day/night/reflections & glare), weather, surfaces, distance, timing, etc.)
Then, test again!
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Best Practices
Manage expectations (tell people what they’re getting)
Give people contextual content (it should make sense)
Provide something very useful
The tag itself is not a call to action (yet)
Don’t waste their time with an inane experiences
Provide friendly instructions
Placement (timing & location) should make sense
Thank them for interacting with your brand
Provide backup (URLs, etc.) if something prevents usage (also allows non-Smartphone users to participate)
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Best Practices
What is the destination?
Is there internet where code is scanned (subway, airplane, remote location)?
Create a mobile site (they’re using their phones)
After the Click:
Light, fast-loading graphics
Make contact with brand easy [phone, email, Twitter, Facebook]
Include clear Call to Action at destination site
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Best Practices
Visiting link will display QR Code instead of the original page (just copy the image)
Cameras w/ >3 MP resolution/no autofocus cannot scan barcodes smaller than 1"x1"
Create QR codes from bit.ly by appending ".qrcode" at the end of the shortened link
Tips
Target pages using 301 Redirects so you can change links to keep content fresh
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Uses
Download Contact (vCard) or event entry (vCalendar)
Play a video, Download a file*
Display a map with directions
Open a website
Uses
Send an SMS/MMS or Email message
And more…
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Uses
Product Comparison Data on Price Tags
Consider promoting a "Buy Now" option (similar to self-checkout), so customers don't have to wait in line.
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Uses
Feedback Surveys on Sales Receipts
Attracts attention on receipt. Dynamically generate code so that it includes transaction ID, timestamp, etc.
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Uses
Interactive Custom Maps
Offer “rewards” to users who successfully “arrive.”
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Uses
Storefront Windows: Encourage check-ins, offer discounts
Business Cards: Offering freebies or exclusive content
Ticketing: Event venues/Delta Airlines boarding passes
Marketing Materials: Fliers, handouts, restaurant menus
Elections: Field organizing, donations
Events: Bonus and exclusive content (concerts & movies)
Product Packaging: For instructions or customer service
Sides of Vehicles: Deliveries and government services
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Uses
Video testimonial from a happy customer
Behind-the-scenes videos
Exclusive content
In-store card to allow payment at checkout
Links to social media outposts
Clues for a treasure hunt
nutritional info, drug interactions, safety data sheet
A hotline providing hope
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Examples: QR Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Tracking food sources (where/when caught) Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Return lost items Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Uses
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Types of Uses
Scvngr
Kuapay
Mobile Payments:
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Types of Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Other Types of Codes
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
QR Code Readers
iPhone:
QuickMark
Optiscan
Thousands of readers on the Market
RedLaser
Android:
Barcode Scanner
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Analytics
Use services that offer analytics
Measure URLs via Google Analytics or bit.ly
Brush up on your data analysis (the story behind the #s)
You MUST measure to gauge campaign effectiveness
Measuring more than “clicks”
Where are people scanning my code?
Tells you what ad locations are effective
Tells you what time of day your customer is active
Tells you which creative is working
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Barriers to Adoption
Limited public awareness/education (limited use of CTAs)
No education (limited use of CTAs)
Poorly planned and executed campaigns (turns off potential users)
Competing standards/proprietary systems
Lack of preinstalled scanners
Unclear value proposition
Abuse
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Abuse
Phishing attempts
Click-jacking
Porn
Vector for malware
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Stats & the Future
53% of users between the ages of 18 and 34
36% have a household income of $100k or more
68% of QR codes are scanned via an iPhone
Usage increased 4,589% from early 2010 to early 2011
Smartphones now make up 40% of cell market
56% of QR codes appear on product packaging
But…
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Stats & the Future
Much easier to use (just wave phone in front of tag to initiate action)
May be replaced by Near Field Communications (NFC).
Time will tell
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Resources
http://twitter.com/TheQRCoder http://twitter.com/#!/justscanit http://twitter.com/#!/QRCodeMktng http://twitter.com/#!/qrstuff http://twitter.com/#!/search?q=#qrcode
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Resources
Generators http://qrcode.kaywa.com/ http://icandy.ricohinnovations.com/rocket2/ http://qrblaster.com/ http://queaar.com/ http://www.qrhacker.com/ http://justscan.it/site/welcome http://www.youscan.me/ http://delivr.com/ http://en.unitag.fr/qrcode http://customqrcodes.com/ http://www.beqrious.com/ http://www.qrstuff.com/ http://www.sparqcode.com/ http://www.socialqrcode.com/ http://www.paperlinks.com/
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
QR Code Campaign Worksheet Campaign Name: QR Codes Client: Company Name
Campaign Start Date: 11/10/11 Key Contact: Joe Smith
Campaign End Date: 12/31/11 Contact Info: (215) 555-1212 x10
Objectives Sell more CDs, MP3s, DVDs and swag
Increase fan awareness
Goals: Convert 1000 Prospects (join fan club)
Sell 500 DVDs
Targets: College Ed. Men 25-35 Metrics (KPIs): Clicks, Forms completed, New Club members
Benchmarks: 100,000 sold YTD Service Provider: Google Analytics
Placement: Stadium
All venue doors & posters
Client offering space on programs and posters
Opportunities/
Limitations:
There are large banners next to concessions where
people will have time to scan
Not allowed to place on emergency exits
Strategy: Place QR Codes on all available doors, signage and
marketing collateral
Tactics (Primary): Multiple tactics describing various implementation for
codes and usage
Milestones: Contract Signed Date (xx/xx/xx)
Artwork approved by client (xx/xx/xx)
Art Submitted to Printer (xx/xx/xx)
Proofs Due (xx/xx/xx)
Event Date (xx/xx/xx)
Tactics (Secondary): Additional tactics to be discussed with clients
QR Code Type (Version): V. 2 Code
Generator/Service:
www.servicename.com
Code Location/Format/Venue: Ads
Tickets
Posters
Flyers
Programs
Cups
Bags
Clothing
QR Content: Ads: Target: Website (www.URL.com)
Tickets: Target: Online Community (www.URL.com)
Posters: Target: Website (www.URL.com)
Flyers: Target: Website (www.URL.com)
Programs: Target: YouTube Channel
(www.URL.com)
Cups: Target: Website (www.URL.com)
Bags: Target: Website (www.URL.com)
Clothing: Target: Website (www.URL.com)
Artwork: Asset info Call to Action: Ads: Scan for Event Info
Tickets: Scan to join the club
Posters: Scan for Event Info
Flyers: Scan for Event Info
Programs: Scan for Exclusive Content
Cups: Scan for 25% Off Coupons
Bags: Scan for25% Off Coupons
Clothing: Scan for Website
Back-up Info: Friend us on Facebook.com/Band Recommended
Scanner:
Scan with ABD App (Download from www.URL.com)
Fulfillment: Videos, Coupons, Exclusive content details
Apps Tested: ABC, ATT, Google, MS. Etc. Phones Tested: iPhone 4 & 4S, Droid HTC, Nokia
Connectivity at Venue: Free Wi-Fi (300 Simultaneous streams) Weather Conditions: Partially covered arena
Other Considerations: Venue will not allow QR on staff shirts, but will allow
staff to wear badges with QR
Notes: Client is very helpful, but has some limitations with
what they’re willing to help with.
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Copyright 2011 Neal Wiser Consulting | [email protected] or @NealWiser on Twitter
Contact If you have any questions about the services I offer or this presentation, please don’t hesitate to contact me at any of the channels below. I look forward to hearing from you. Neal Wiser President, Neal Wiser Consulting •Digital Strategy •Social Media Strategy •Social Media Campaign Management and Campaign Management Training •Social Media Corporate Policy Development •Social Media Monitoring •Interactive Marketing Strategy and Campaign Management •Online Community Development, Management and Training Contact: web: NealWiser.com c: 267.872.2013 email: [email protected] im: NealWiser (aim) skype: NealWiser Find, Friend or Follow me online: Twitter: @nealwiser LinkedIn: http://www.linkedin.com/in/nealwiser Facebook: http://www.facebook.com/nealwiser Google+: My Google Profile