Create & Deploy Your Own QR Codes by Neal Wiser

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On Thursday, November 10, I had the pleasure of presenting “Create & Deploy Your Own QR Codes” to a small class for the Center City Proprietor’s Association in Philadelphia. It was a really fun presentation.

Note that I included a QR Code Campaign Worksheet at the end of the presentation which should help you organize you campaigns when using QR Codes.

If you have any questions about QR Codes, the presentation or the services I offer, please don’t hesitate to contact me.

Thanks to the CCPA, Audrey Julienne and the attendees.

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Create & Deploy Your Own QR Codes by Neal Wiser

  1. 1. Create & Deploy Your Own QR CodesCCPA Marketing Meets Technology Series Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  2. 2. 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
  3. 3. 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
  4. 4. Neal Also Does…Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. AnatomyBar CodesIn use since 1974Use only length (“X”) - NOT heightData Limit: 30 characters Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  9. 9. AnatomyQR CodesUses length AND heightData Limit: 7,089 characters Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  10. 10. AnatomyFinder Pattern: Enables scanners to identify the code Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  11. 11. AnatomyTiming Pattern: Placed between two Finder patterns todetermine coordinates Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  12. 12. AnatomyVersion Info: Identifies QR version to determine datastorage capacity and error correction levels Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  13. 13. AnatomyQuite Zone: Space left around the QR Code for optimalreadability Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  14. 14. AnatomyEncoded Data: Data to be interpreted by scanner Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  15. 15. AnatomyAlignment Pattern: Enables distortion error correction Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  16. 16. AnatomyFormat Info: First data scanners read. Contains code’smask pattern and error correction rate Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  17. 17. 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
  18. 18. 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
  19. 19. Version ComparisonVersion 1 Version 40 Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  20. 20. 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
  21. 21. How to Make“How do QR Codes support my goals?”If it doesn’t…DON’T USE THEM Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  22. 22. 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
  23. 23. 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
  24. 24. Design Considerations(Should generally be dark and placed against a light-colored background) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  25. 25. Design Considerations (Modular materials with clear lines) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  26. 26. Design Considerations (b/t background and foreground) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  27. 27. Design Considerations (Margins) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  28. 28. Design Considerations(3 corner detection patterns must remain clear) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  29. 29. Design Considerations (If using highest error correction level) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  30. 30. Design Considerations (Including upside down or rotated) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  31. 31. Design Considerations Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  32. 32. Design Considerations (Like in a “widescreen” movie) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  33. 33. Design Considerations (Distorting cell shape) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  34. 34. Design Considerations Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  35. 35. Design Considerations Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  36. 36. 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
  37. 37. How to Make (Con’t)Google: “QR code generator” Or, try one of these… (Get URLs from Resources Slide) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  38. 38. 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
  39. 39. 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
  40. 40. 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
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. 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
  45. 45. UsesInteractive Custom MapsOffer “rewards” to users who successfully “arrive.” Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  46. 46. 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
  47. 47. 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
  48. 48. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  49. 49. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  50. 50. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  51. 51. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  52. 52. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  53. 53. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  54. 54. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  55. 55. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  56. 56. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  57. 57. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  58. 58. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  59. 59. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  60. 60. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  61. 61. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  62. 62. Examples: QR Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  63. 63. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  64. 64. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  65. 65. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  66. 66. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  67. 67. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  68. 68. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  69. 69. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  70. 70. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  71. 71. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  72. 72. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  73. 73. Other UsesTracking food sources (where/when caught) Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  74. 74. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  75. 75. Other UsesReturn lost items Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  76. 76. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  77. 77. Other UsesCopyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  78. 78. Other Types of UsesMobile Payments: Scvngr Kuapay Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  79. 79. Other Types of Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  80. 80. Other Types of Codes Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  81. 81. QR Code ReadersThousands of readers on the MarketiPhone: QuickMark Optiscan RedLaserAndroid: Barcode Scanner Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  82. 82. 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
  83. 83. 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
  84. 84. AbuseVector for malwarePhishing attemptsClick-jackingPorn Copyright 2011 Neal Wiser Consulting | NealWiser@NealWiser.com or @NealWiser on Twitter
  85. 85. 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
  86. 86. 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
  87. 87. 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
  88. 88. 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
  89. 89. 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
  90. 90. 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

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