Codis QRen laComunicaciód’empresa                                                        White MasterJordi CaraltDesenvolu...
jordi.netau.net                                                    2Copyright 2012 Jordi Caralt. All rights reserved.
Continguts                                                     1. Què són, origen, tipus, evolució                        ...
Introducció                                                    4Copyright 2012 Jordi Caralt. All rights reserved.
Introducció                                                     usuaris - interactuar més i millor                        ...
Finalitat                                                     Promocional, de màrqueting o                                ...
Aplicacions                                                     Packaging del productE.                                   ...
Funcions                                                     Obrir una pàgina web.                                        ...
Claus de l’exit                                                     1. Donar instruccions sobre com                       ...
Claus de l’exit                                                     10 Copyright 2012 Jordi Caralt. All rights reserved.
1. Què són                                                    11Copyright 2012 Jordi Caralt. All rights reserved.
Què són, origen, tipus, evolució                                                     Evolució dels codis 1D               ...
Funcionament                                                     13 Copyright 2012 Jordi Caralt. All rights reserved.
Tipus de codis 2D (BiDi)1. Lliures - Propietaris2. Autogenerables - Generats per tercers                                  ...
¿Què aporten?                Simplifica interacció amb                smartphones                Redueix errors tecleig   ...
Característiques                                                    16Copyright 2012 Jordi Caralt. All rights reserved.
Característiques tècniques                                                     7,089 Números                              ...
Decisions prèvies                                                     Denso Wave – Patent alliberada                      ...
Normes Color / Contrast                                                          El contrast entre el fons i el           ...
Estructura                                                     20 Copyright 2012 Jordi Caralt. All rights reserved.
Normes Llegibilitat                                                     Tamany                                            ...
Personalització                                                     22 Copyright 2012 Jordi Caralt. All rights reserved.
3. Lectura                                                    23Copyright 2012 Jordi Caralt. All rights reserved.
Requisits per escanejar                                                     Smartphone = Scanner                          ...
Apps per escanejar                                   Webs generadores                                                     ...
Seguiment de campanyes                                                     2d-code.co.uk/qr-code-                         ...
7 claus                                                     Què trobaré si capturo el QR?                                 ...
6. Estratègia                                                    28Copyright 2012 Jordi Caralt. All rights reserved.
Estratègia                                                     Profunditat                                                ...
Negoci (€)                                                     Consultoria / Estratègia /                                 ...
Negoci (€)                                                     Venda directa                                              ...
Negoci (€)                                                     Venda directa                                              ...
7. Casos d’èxit                                                    33Copyright 2012 Jordi Caralt. All rights reserved.
Coca-ColaPunt de partida:                                     Solució: Quan els consumidors escanejabanCoca-Cola Espanya  ...
IAB Inspirational 2011Punt de partida: BtoB                                Solució: Lagència desenvolupament una appva vol...
BudweiserPunt de partida:                                     Solució: Per a això, Budweiser utilitzà els codis QRBudweise...
Seguros NRMAPunt de partida: NRMA                                Solució: Per a això, van adaptar una paradavolia mostrar ...
HeinekenPunt de partida:                                     Solució: Tots els assistents podien disposar del seuHeineken ...
EsquirePunt de partida: Esquire                             Solució: Es van inserir codis en la mateixa revistavolia donar...
?                                                           Gràcies!                                                    jo...
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Fes Màrqueting amb els codis QR

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  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
  • Fes Màrqueting amb els codis QR

    1. 1. Codis QRen laComunicaciód’empresa White MasterJordi CaraltDesenvolupador MultimèdiaFutura Interactivejordi.netau.net@jordicaraltjordi.caralt@futura-tc.es 1Copyright 2013 Jordi Caralt. All rights reserved.
    2. 2. jordi.netau.net 2Copyright 2012 Jordi Caralt. All rights reserved.
    3. 3. Continguts 1. Què són, origen, tipus, evolució 2. Característiques tècniques. 3. Lectura de codis QR 4. Generació de codis QR. 5. Fent servir QR-Codes. 6. Estratègia. (online+offline) 7. Casos d’èxit 8. Workshop 3 Copyright 2012 Jordi Caralt. All rights reserved.
    4. 4. Introducció 4Copyright 2012 Jordi Caralt. All rights reserved.
    5. 5. Introducció usuaris - interactuar més i millor amb marques (offline). 50% dels escans es realitzen a casa i laltra meitat a la botiga (comScore) interactivitat fàcil, útil i completa, unir el món físic i el digital redefinint lexperiència de lusuari millorant les estratègies de (P&M) 5 Copyright 2012 Jordi Caralt. All rights reserved.
    6. 6. Finalitat Promocional, de màrqueting o publicitària Cupons o tiquets i han de serwww.aecoc.es validats o canviats en un punt de(standard venda.España) Utilitzats en processos industrials com identificació, logística, gestió de flotes o traçabilitat. Pagaments Mòvils 6 Copyright 2012 Jordi Caralt. All rights reserved.
    7. 7. Aplicacions Packaging del productE. Materials impressos. En Tv. En valles publicitàries. En internet. Altres: menjar, roba, pantalles, web, etc. 7 Copyright 2012 Jordi Caralt. All rights reserved.
    8. 8. Funcions Obrir una pàgina web. Fer una trucada de telèfon. SMS o MMS. Correu electrònic. Publicació a una xarxa social. Fer una nota Cita al calendari. Contacte a lagenda. Configurar un menú dopcions. Descàrrega de contingut multimèdia 8 Copyright 2012 Jordi Caralt. All rights reserved.
    9. 9. Claus de l’exit 1. Donar instruccions sobre com descarregar una app de lectura 2. Informar el consumidor del que trobarà a lescaneig. 3. Oferir contingut rellevant, útil o exclusiu. 4. Adaptar el contingut a mòbil. 5. Provar el contingut en diferents sistemes operatius i terminals. 9 Copyright 2012 Jordi Caralt. All rights reserved.
    10. 10. Claus de l’exit 10 Copyright 2012 Jordi Caralt. All rights reserved.
    11. 11. 1. Què són 11Copyright 2012 Jordi Caralt. All rights reserved.
    12. 12. Què són, origen, tipus, evolució Evolució dels codis 1D QR = Quick Response Patent no exercida (Denso-Wave - Toyota) Interpretats no només per scanners Autogenerables Poden contenir més informació 12 Copyright 2012 Jordi Caralt. All rights reserved.
    13. 13. Funcionament 13 Copyright 2012 Jordi Caralt. All rights reserved.
    14. 14. Tipus de codis 2D (BiDi)1. Lliures - Propietaris2. Autogenerables - Generats per tercers 14 Copyright 2012 Jordi Caralt. All rights reserved.
    15. 15. ¿Què aporten? Simplifica interacció amb smartphones Redueix errors tecleig Afavoreix consultes/consum per impulsVincle mónfísics amb Mètrica i conversió del món realinternet Implementació a cost 0 (o quasi) 15
    16. 16. Característiques 16Copyright 2012 Jordi Caralt. All rights reserved.
    17. 17. Característiques tècniques 7,089 Números 4,296 Alfanumèrics Capacitat 1,817 Kanji/Kana 17 Copyright 2012 Jordi Caralt. All rights reserved.
    18. 18. Decisions prèvies Denso Wave – Patent alliberada (www.denso-wave.com) www.qrcode.com “QR Code is a registered trademark of DENSO WAVE INCORPORATED. “ Patents 18 Copyright 2012 Jordi Caralt. All rights reserved.
    19. 19. Normes Color / Contrast El contrast entre el fons i el QR ha de ser superior al 20% Si el contrast és suficiente (+20%) no importa el color/s del codi 19 Copyright 2012 Jordi Caralt. All rights reserved.
    20. 20. Estructura 20 Copyright 2012 Jordi Caralt. All rights reserved.
    21. 21. Normes Llegibilitat Tamany Contrast QR amb la base Òptica del telèfon (macro) Llum ambient Angle Nivell de curvatura superfície 21 Copyright 2012 Jordi Caralt. All rights reserved.
    22. 22. Personalització 22 Copyright 2012 Jordi Caralt. All rights reserved.
    23. 23. 3. Lectura 23Copyright 2012 Jordi Caralt. All rights reserved.
    24. 24. Requisits per escanejar Smartphone = Scanner Smartphone amb càmara Software apropiat (app) 24 Copyright 2012 Jordi Caralt. All rights reserved.
    25. 25. Apps per escanejar Webs generadores qrcode.kaywa.com qrcode.es/es/generador-qr- code/ http://goqr.me/ visualead.com/ 25 Copyright 2012 Jordi Caralt. All rights reserved.
    26. 26. Seguiment de campanyes 2d-code.co.uk/qr-code- management-systems/ 26 Copyright 2012 Jordi Caralt. All rights reserved.
    27. 27. 7 claus Què trobaré si capturo el QR? Implementació tècnica correcta Continguts i estratègies “movilitzades Cobertura? Benefici directe i real per l’usuari Continguts i landing-pages actualitzats Mesurar 27 Copyright 2012 Jordi Caralt. All rights reserved.
    28. 28. 6. Estratègia 28Copyright 2012 Jordi Caralt. All rights reserved.
    29. 29. Estratègia Profunditat Consulta Profunditat Interacció Món real Xarxes socials Smartphone Packaging 29 Copyright 2012 Jordi Caralt. All rights reserved.
    30. 30. Negoci (€) Consultoria / Estratègia / Formació Analítiques / Mètriques Producció continguts Agències associats Producció / Disseny 30 Copyright 2012 Jordi Caralt. All rights reserved.
    31. 31. Negoci (€) Venda directa Coneixement / informació in-house Promoció Innovació / diferenciació 31 Copyright 2012 Jordi Caralt. All rights reserved.
    32. 32. Negoci (€) Venda directa Coneixement / informació in-house Promoció Innovació / diferenciació 32 Copyright 2012 Jordi Caralt. All rights reserved.
    33. 33. 7. Casos d’èxit 33Copyright 2012 Jordi Caralt. All rights reserved.
    34. 34. Coca-ColaPunt de partida: Solució: Quan els consumidors escanejabanCoca-Cola Espanya els codis inserits en les llaunes, podien veurebuscava innovar i fer contingut relacionat amb la UEFA Euro 2012 ialguna cosa diferent vídeos de la campanya relacionada en xarxesamb els seus socials de Coca-Cola, entre altres coses. Aconsumidors amb vista més, va suposar la primera campanya massivaal patrocini de la UEFA de codis a Espanya amb anuncis a televisió.Euro 2012. Resultat: Una molt bona manera de buscar la interactivitat amb lusuari des del mateix moment de compra o consum, de fidelitzar, denllaçar la seva acció amb les xarxes socials digitals, dextreure dades valuoses i millorar lexperiència dusuari. 34 Copyright 2012 Jordi Caralt. All rights reserved.
    35. 35. IAB Inspirational 2011Punt de partida: BtoB Solució: Lagència desenvolupament una appva voler patrocinar duna (disponible per iPhone i Android) anomenadamanera diferent el Appescar amb la qual els assistents al Festival vanfestival Inspirational poder fer networking i guanyar premis.2011 de IAB Spain, undels esdeveniments de Resultat: Aquesta aplicació va ser descarregadareferència del sector de per un de cada quatre assistents. Amb ella, elsla comunicació digital. Smartphones es van convertir en "cabells blancs" amb les que van capturar aperitius i regals: peces de maki, sushi, còctels marins, marxandatge, etc., Que els pescadors van poder gastar a la festa de lúltim dia. 35 Copyright 2012 Jordi Caralt. All rights reserved.
    36. 36. BudweiserPunt de partida: Solució: Per a això, Budweiser utilitzà els codis QRBudweiser volia compartir la integrats en els envasos dels productes per permetreseva història amb els seus als consumidors conèixer lhistorial de la cervesaclients a través de nous especifica que tenien entre les mans. Si sescanejamètodes que mostressin el codi, lusuari era redirigit a TrackYourBud.com o la"lorgull, la passió i descàrrega de laplicació. Alli, debian introduir la datalartesania que ha estat la delaboració que venia indicada en la seva cervesa.columna vertebral deBudweiser durant Resultat: Una experiència tan offline com beure unageneracions". cervesa, va ser combinada amb una estratègia digital que permetia no només millorar lexperiència del consumidor, sinó demanar dades sobre qui, on i quan estava consumint cadascun dells. 36 Copyright 2012 Jordi Caralt. All rights reserved.
    37. 37. Seguros NRMAPunt de partida: NRMA Solució: Per a això, van adaptar una paradavolia mostrar al públic que, a dautobús fora de lestació de Wynyard a Sydney,diferència daltres Austràlia. La parada va ser equipada ambcompanyies dassegurances altaveus estèreo que reproduïen les pistesdautomòbils, ells si cobrien seleccionades pel públic a través duna app que esextres com els sistemes de descarregava mitjançant un codi QRso personalitzats. Resultat: Tot i no haver transcendit dades sobre els resultats daquest cas concret, convé destacar per la seva esperit innovador i experimental. Els codis QR no són més que una via de connectivitat instantània amb lusuari, la resta depèn de la proposta creativa 37 Copyright 2012 Jordi Caralt. All rights reserved.
    38. 38. HeinekenPunt de partida: Solució: Tots els assistents podien disposar del seuHeineken volia combinar en propi QR imprès i enganxat als seus cossos, deun festival de música una manera que quan es escanejava, donava informacióacció de màrqueting original, sobre cada persona i sobre els seus gustosparticipativa i divertida que particulars. Similar a la identitat virtual en xarxesjugués amb lús del mòbil. socials, però en el món real i durant un macro esdeveniment. Resultat: La campanya de Heineken va ser una manera molt intel·ligent i social dusar codis en un festival de música. En aquests esdeveniments se sol conèixer gent nova, els codis QR van facilitar que sinteractués més i millor, fomentant la participació dun joc que no era sinó una acció de màrketing. No només va funcionar a nivell creatiu, sinó que Heineken va obtenir interessants dades per a la seva business intelligence, a més de convertir els assistents en anuncis errants de la compania 38 Copyright 2012 Jordi Caralt. All rights reserved.
    39. 39. EsquirePunt de partida: Esquire Solució: Es van inserir codis en la mateixa revistavolia donar als lectors de la per donar als lectors un menú dopcions deconeguda revista més cadascuna de les peces de roba, que permetieninformació sobre articles de visitar la web del dissenyador, comprar el producte,moda que apareixien en la subscriure a la revista o conèixer contingutsecció "Col·lecció Esquire". relacionat. Resultat: Daquesta manera tan senzilla, Esquire va aconseguir enllaçar un suport purament offline amb el mCommerce. Això dóna importants pistes sobre el futur de mitjans tradicionals i la forma de redefinir utilitzant els mitjans digitals 39 Copyright 2012 Jordi Caralt. All rights reserved.
    40. 40. ? Gràcies! jordi.caralt@futura-tc.es jordi.netau.net @jordicaralt 40Copyright 2012 Jordi Caralt. All rights reserved.

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