Create & Deploy Your Own QR Codes by Neal Wiser

AgendaOverview Other Types of CodesAbout Me QR ReadersWhat are QR Codes? AnalyticsA Brief History Barriers to AdoptionQR Anatomy AbuseError Correction Stats & the FutureVersions ResourcesHow to Make Sample Campaign WorksheetDesign Considerations Q&ABest PracticesUsesExamples & Other Uses Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

About Neal WiserDigital Strategist & President of NealWiser Consulting15+ Years Experience in Technology & Interactive MarketingMission: Helping businesses and organizations maximizetheir connections, relationships and results onlineI have worked for: My clients have included: Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

What Are QR Codes?“QR” = Quick Response (Modern Bar Code)Can store significantly more data than a Bar CodeBecame insanely popular in Japan - late ‘90sSpread Globally over past few yearsBecoming very popular in USAWide variety of uses Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

What Are QR Codes?Example of “Permission Marketing”The user has initiated contactImplies permissionBut not really the same as “Opt-In” Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

A Brief HistoryDeveloped by Denso Wave in 1994 to track car partsConcept dates back to 1948Bernard Silver, a graduate student at DrexelVariety of technologies developed during 1960sFirst commercial use of “Bar Code,” June 26, 1974Wrigleys Juicy Fruit gum scanned at MarshsSupermarket in Troy, OhioThe pack of gum and receipt on display inthe Smithsonian Institution Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Error CorrectionThe “Secret Sauce,” what makes QR Codes valuableThe higher the error correction level, the less storagecapacity30% leeway for poor scanning…What allows for customization Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

VersionsMany versions (each with different data capacity)Version 1 contains 21 data modulesCurrent version: 40Contains 177 data modules Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

How to MakeBefore you begin: What are your Goals and Objectives? What metrics (KPI) are you going to use? Define Benchmarks Where are you now? Consider your strategy? What are your tactics? Establish MilestonesKeep asking… Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Design ConsiderationsWhat do you want to encode? Text, Hyperlink, Telephone number (or make a call*) SMS/MMS message, Email (Send message) Contact entry (vCard), Calendar entry (vCalendar) Play a video, Download a file* Display a map with directions And more (when we discuss Uses)*Potential security implications (more Later) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Design ConsiderationsWhat size QR Code do you want? What is your output? Billboard? Package label? Size (in pixels) Do you have room for the Quiet Zone? Remember, amount of data impacts QR Version Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

How to Make (Con’t)QR Code Generators All Generators are NOT created Equal Generators can produce different results When choosing, consider capabilities Metrics & tracking Error correction levels Graphic customization Select a service that will support your design and campaign goals Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Design ConsiderationsTest, test, test Print code (testing from monitor can cause errors) Test on multiple scanners Test on multiple phones Test on all major OSs Test in conditions/locations where you expect users to scan Considerations: lighting (day/night/reflections & glare), weather, surfaces, distance, timing, etc.)Then, test again! Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Best PracticesThe tag itself is not a call to action (yet)Manage expectations (tell people what they’re getting)Give people contextual content (it should make sense)Provide something very usefulDon’t waste their time with an inane experiencesProvide friendly instructionsPlacement (timing & location) should make senseThank them for interacting with your brandProvide backup (URLs, etc.) if something prevents usage(also allows non-Smartphone users to participate) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Best PracticesAfter the Click: What is the destination? Is there internet where code is scanned (subway, airplane, remote location)? Create a mobile site (they’re using their phones) 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 | NealWiser@NealWiser.com or @NealWiser on Twitter

Best PracticesTips Create QR codes from bit.ly by appending ".qrcode" at the end of the shortened link 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" Target pages using 301 Redirects so you can change links to keep content fresh Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

UsesUses Open a website Send an SMS/MMS or Email message Download Contact (vCard) or event entry (vCalendar) Play a video, Download a file* Display a map with directions And more… Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

UsesProduct Comparison Data on Price TagsConsider promoting a "Buy Now" option (similar to self-checkout), so customers dont have to wait in line. Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

UsesFeedback Surveys on Sales ReceiptsAttracts attention on receipt. Dynamically generate codeso that it includes transaction ID, timestamp, etc. Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

UsesMarketing Materials: Fliers, handouts, restaurant menusStorefront Windows: Encourage check-ins, offer discountsBusiness Cards: Offering freebies or exclusive contentTicketing: Event venues/Delta Airlines boarding passesElections: Field organizing, donationsEvents: Bonus and exclusive content (concerts & movies)Product Packaging: For instructions or customer serviceSides of Vehicles: Deliveries and government services Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

UsesIn-store card to allow payment at checkoutVideo testimonial from a happy customerBehind-the-scenes videosExclusive contentLinks to social media outpostsClues for a treasure huntnutritional info, drug interactions, safety data sheetA hotline providing hope Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

AnalyticsYou MUST measure to gauge campaign effectivenessUse services that offer analyticsMeasure URLs via Google Analytics or bit.lyBrush up on your data analysis (the story behind the #s)Measuring more than “clicks” Where are people scanning my code? Tells you what ad locations are effective Tells you which creative is working Tells you what time of day your customer is active Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Barriers to AdoptionPoorly planned and executed campaigns (turns offpotential users)Limited public awareness/education (limited use of CTAs)No education (limited use of CTAs)Competing standards/proprietary systemsLack of preinstalled scanners Unclear value propositionAbuse Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Stats & the FutureUsage increased 4,589% from early 2010 to early 201153% of users between the ages of 18 and 3436% have a household income of $100k or more68% of QR codes are scanned via an iPhone Smartphones now make up 40% of cell market56% of QR codes appear on product packagingBut… Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Stats & the FutureMay be replaced by Near Field Communications (NFC).Much easier to use (just wave phone in front of tag toinitiate action)Time will tell Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

ResourcesTwitter 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 | NealWiser@NealWiser.com or @NealWiser on Twitter

ResourcesGenerators 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 | NealWiser@NealWiser.com or @NealWiser on Twitter

QR Code Campaign WorksheetCampaign Name: QR Codes Client: Company NameCampaign Start Date: 11/10/11 Key Contact: Joe SmithCampaign End Date: 12/31/11 Contact Info: (215) 555-1212 x10Objectives Sell more CDs, MP3s, DVDs and swag Goals: Convert 1000 Prospects (join fan club) Increase fan awareness Sell 500 DVDsTargets: College Ed. Men 25-35 Metrics (KPIs): Clicks, Forms completed, New Club membersBenchmarks: 100,000 sold YTD Service Provider: Google AnalyticsPlacement: Stadium Opportunities/ There are large banners next to concessions where All venue doors & posters Limitations: people will have time to scan Client offering space on programs and posters Not allowed to place on emergency exitsStrategy: Place QR Codes on all available doors, signage and Tactics (Primary): Multiple tactics describing various implementation for marketing collateral codes and usageMilestones: Contract Signed Date (xx/xx/xx) Tactics (Secondary): Additional tactics to be discussed with clients Artwork approved by client (xx/xx/xx) Art Submitted to Printer (xx/xx/xx) Proofs Due (xx/xx/xx) Event Date (xx/xx/xx)QR Code Type (Version): V. 2 Code www.servicename.com Generator/Service:Code Location/Format/Venue: Ads QR Content: Ads: Target: Website (www.URL.com) Tickets Tickets: Target: Online Community (www.URL.com) Posters Posters: Target: Website (www.URL.com) Flyers Flyers: Target: Website (www.URL.com) Programs Programs: Target: YouTube Channel Cups (www.URL.com) Bags Cups: Target: Website (www.URL.com) Clothing 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 WebsiteBack-up Info: Friend us on Facebook.com/Band Recommended Scan with ABD App (Download from www.URL.com) Scanner:Fulfillment: Videos, Coupons, Exclusive content detailsApps Tested: ABC, ATT, Google, MS. Etc. Phones Tested: iPhone 4 & 4S, Droid HTC, NokiaConnectivity at Venue: Free Wi-Fi (300 Simultaneous streams) Weather Conditions: Partially covered arenaOther Considerations: Venue will not allow QR on staff shirts, but will allow Notes: Client is very helpful, but has some limitations with staff to wear badges with QR what they’re willing to help with. Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

ContactIf 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 WiserPresident, 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 TrainingContact:web: NealWiser.comc: 267.872.2013email: NealWiser@nealwiser.comim: NealWiser (aim)skype: NealWiserFind, Friend or Follow me online:Twitter: @nealwiserLinkedIn: http://www.linkedin.com/in/nealwiserFacebook: http://www.facebook.com/nealwiserGoogle+: My Google Profile Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter

Create & Deploy Your Own QR Codes by Neal Wiser

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