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QR Codes Webinar: How to Think About and Use 2D Codes


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In this webinar we take a look at the dos and do not’s of using QR and other 2D Codes to launch marketing campaigns to new heights. From the Getting It Right In Mobile Series.

You can view a video recording of the webinar on the Msgme blog here:

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QR Codes Webinar: How to Think About and Use 2D Codes

  1. 1. Ge#ng  It  Right*  in  Mobile*Pushing  Interac4on  Beyond  The  One-­‐off  Model  with  2D  and  QR  CodesKane  Russell,  Director  of  Marke4ngWaterfall  Mobile
  2. 2. Waterfall  Mobile  and  the  Msgme  Pla9ormWaterfall  Mobile Msgme ๏ Founded  August  2005 ๏ Free  trial: ๏ Offices  in  SFO  (HQ),  NYC  &  Aus4n ๏ API  suite: ๏ Backed  by  Vista  Equity  Partners   ๏ Custom  applica4on  development ๏ Cross-­‐channel  mobile  &  social  CRM  via   ๏ Short  code  provisioning,  cer4fica4on  &   SMS,  MMS,  QR  Codes,  IVR,  Facebook  &   audit  management TwiXer
  3. 3. Reference  Clients  &  Brand  Campaigns  
  4. 4. ObjecAves๏ The  QR  Code  phenomenon๏ Evaluate  each  stage  of  a  QR  Code  campaign -­‐ Designing  the  code -­‐ Developing  an  effec4ve  campaign   -­‐ Deploying  in  the  marketplace -­‐ Delivering  ROI๏ Example  campaign
  5. 5. The  QR  Code  PhenomenonQR  Code  explosion  in  the  US:   ๏ 1,200%  increase  in  scans,  Q3-­‐Q4  of  2010 (Mobio  Iden4ty  Systems)   ๏ 2D  Code  Scans  >  1D  Code  Scans,  Q3  2010-­‐Q1  2011   (Scanlife  Trend  Report  from  Scanbuy)   ๏ 4,549%  YOY  increase  in  2D  code  scanning,  Q1  2011   QR Code linking to (Mobile  Marketer) Msgme Twitter feed ๏ 40%  Facebook  and  TwiXer  users  have  scanned  5+   codes  in  last  year  (Mashable) Did you know?Why? Adding “.qr” to the end of or ๏ For  consumers:  cool,  intriguing,  easy-­‐to-­‐use   links automatically generates a QR Code connec4on  point  between  physical  and  digital  worlds ๏ For  brands:  data  catching  marke4ng  ROI  widget
  6. 6. The  QR  Code  Phenomenon๏ 22%  of  the  Fortune  50  have  already  used  mobile  barcodes  (Burson-­‐ Marsteller)  ๏ Blue  chip  brands  using  QR  Codes  span  a  diverse  set  of  industries๏ US  adop4on  of  QR  Codes  lags  Japan -­‐ Invented  in  1994;  Approved  as  an  Interna4onal  Standard  in  2000 In Japan QR Codes appear not just on billboards, but also on everyday items such as consumer packaging and receipts
  7. 7. EvaluaAng  QR  CodesDesigning  the  Code Developing  a  Campaign ๏ Aesthe4c  design ๏ Scan  ac4ons ๏ Tes4ng  codes ๏ User  engagementDeploying  a  CTA Delivering  ROI ๏ AXainable  audience ๏ Data  capture ๏ Dos  and  Don’ts ๏ Campaign  success
  8. 8. How  a  QR  Code  WorksStep  One:  Marketer   Step  Two:  Marketer   Step  Three:  User   Step  Four:  User  generates  QR  Code publishes  QR  Code downloads  /  opens   scans  QR  Code   reader  on   using  reader smartphone
  9. 9. Design:  AestheAcsError  CorrecAon  Levels QR Codes can be generated with 0%, 10%, 20% or 30% error correction built in, creating more boxes within the code that can be altered for customization.Density Higher density allows for the storage of more information.Code  Type Various types of 2D codes exist, including Micro QR, Datamatrix, EZ and Microsoft Tag. Depending on code type, look/feel and customization can vary.
  10. 10. Design:  TesAng Factor  AffecAng  Scan: Pi9all  to  Avoid:   Loca4on Test  only  on  a  computer Condi4ons Test  only  in  broad  daylight Context Test  only  in  an  area  with  cell  service Distance Test  only  at  fixed  distances Timing Test  with  no  regard  for  4me  to  scan Reader Test  only  using  only  one  reader  type Camera Test  only  using  one  smartphone  type
  11. 11. Development:  QR  Codes  AcAons Can do Can’t doWeb Open web page on phone’s browser Execute action on open web pagePhone Activate operational functions Execute operational functions Can do Can’t doContact Info Add a vCard (Contact Info) to a user’s device Save a vCard to a user’s deviceEmail Open a pre-populated email Send an emailSMS Open a pre-populated SMS Send an SMSLanding Page Open & pre-populate (some fields) Confirm submit on a landing pageFacebook Open a page where you can “like” content Automatically “like” a FB PageQR Codes Open a web page with a QR Code others Send QR Code content without can scan scan to another phoneApps Open a web page and download an app Download an app automaticallyRingtone Open a web page to download an mp3 Install mp3 as a ringtone
  12. 12. Development:  User  Engagement Why  is  this  important? Consider  a  back  of  the  envelope  ROI  calcula4on:  your  inputs  are  investment   amount  (I),  return  (r),  and  per  period  discount  rate  (d).   ๏ For  a  campaign  strategy:  if  I  =  100,  R  =  150,  and  d=  10%,  ROI  =  36.36 ๏ For  a  CRM  strategy,  you  have  I  =  120,  R  =  150,  d  =  10%,  but  also  r  =  30  (20%  R)   300 257 214 171ROI 129 86 43 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 # of Engagements QR  Codes  =  Mobile  MarkeAng  =  Customer  LifeAme  Value  Play
  13. 13. Deployment:  Audience
  14. 14. Deployment:  Audience40%  of  the  US  has  a  smartphone  (Nielsen).  26%  of  people  have  used  a  QR  Code  (Mashable).  -­‐  That’s  10.4%  of  the  popula<on  that  uses  QR  codes. FeaturePhone SmartPhone 90% 87% 86% 84% 83% 81% 79% 76% 73% 69% 65% 60% 55% 51% 45% 49% 40% 31% 35% 24% 27% 17% 19% 21% 13% 14% 16% 10% 2008 Q2 2009 Q2 2010 Q2 2011 Q2 Source: Roger Entner, Nielsen Wire. “Smartphones to Overtake Feature Phones in U.S. by 2011.”
  15. 15. Deployment:  Calls  to  AcAon๏ 4  ingredients  and  a  secret  sauce:   -­‐ Incen4ves -­‐ Clarity -­‐ Compliance Strategy -­‐ ✴ Design      You  can  read  the  full  blog  post  @  “How to Create a Great Call to Action – 4 Ingredients & A Secret Sauce”
  16. 16. Deployment:  Example  CTA  (not  so  good)
  17. 17. Deployment:  Example  CTA  (improving)
  18. 18. Deployment:  Example  CTA  (right  idea)
  19. 19. Deployment:  Example  CTA  (cleaner)
  20. 20. Delivery:  Data  CaptureData Source Capabilities LimitationsScans QR Code Understand when, where, No ability to track the actions Reader and how many people taken by the users, e.g. action on scanned a certain code a website or if an SMS is sent.Web URL Visibility into how people Need unique URL per user if youPages Shortener are interacting with various want specific user information; web pages no insight into phone operations, e.g. voice calls or SMSPhone Web Pull data about the person User must open a web browserData scanning the code, e.g. to register data; no ability to grab phone type, carrier and IP phone number automatically addressPhone Phone Pull data about tasks No ability to track web actions orTasks completed by users, e.g. QR Code scans SMS sent or calls made
  21. 21. Delivery:  Campaign  SuccessAs  with  most  things,  the  liAle  details  really  maAer.   ๏ Take  for  example  QR  Codes  that  direct  users  to  a  website ✓ Success:  directs  to  a  website  with  sweepstakes  entry ✓ Market  Leader:  directs  to  a  mobile  op<mized  website ๏ Another  example?  QR  Codes  placed  on  expired  consumer  packaging ✓ Success:  Users  that  scan  will  receive  an  error  or  out  of  date  message.   ✓ Market  Leader:  Users  that  scan  receive  an  up-­‐sell  to  a  new  campaign   or  subscriber  opt-­‐in  list.  
  22. 22. Example  Campaign:  Smithsonian 2D Code scan leads to integration with camera, social media, email, mobile apps, mobile web, mobile messaging – exemplifying cross-channel communication.
  23. 23. Key  TakeawaysDesign Think  across  each  stage  of  the  QR  Code  process  and  how  it   will  interact  with  your  campaign.Development   Use  QR  codes  as  an  entry  point  for  an  ongoing  conversa4on   rather  than  as  a  sole  aXempt  to  spark  some  interest.Deployment Maximize  effec4veness  and  engagement  by  including   op4ons  for  all  mobile  phone  users  and  incen4vizing   par4cipa4on.    Delivery Understand  what  data  you  need  and  how  it  fits  in  with  your   marke4ng  goals.
  24. 24. Any  QuesAons? For  more  informa4on  visit You  can  download  our  QR  code   eBook  from  our  blog  @   Case  studies  are  available  @ Or  contact  us  directly: