ShareSquare Platform & QR Code Market Overview


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ShareSquare is a platform for connecting offline audiences with the bands and brands they love, through immediate calls-to-action and rich engagement on the mobile web, with real-time analytics.

Currently focused on enhancing physical and out-of-home promotions in music & entertainment, ShareSquare bridges the offline world with the mobile web.

Using the self-serve CMS, artists and advertisers alike can now enhance physical collateral with a ShareSquare QR Code corresponding to a custom HTML5 mobile web app. This now makes the fan’s point of passion actionable: a concert poster, sticker, album cover, merch tag (and more) becomes a rich point of discovery. The fan can immediately experience a music video, download tracks, join mailing lists, easily connect on social networks, win prizes, and even make purchases.

Real-time engagement and geo-location analytics allow the ShareSquare creator to update and optimize their campaigns on the fly.

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  • Measured on a relative basis
  • * TAB ’s “Eyes On” is first innovation in 75 years, attempts to inject demo data.
  • Note: be cautious of placing code too close to the edge – it can be obscured by some one-sheet frames!
  • ShareSquare Platform & QR Code Market Overview

    1. 1. - @ShareSquare Take Your Mobile Marketing to the Streets
    2. 2. Executive Summary Overview ShareSquare Parting Thoughts <ul><li>Quick Response Codes & HTML-5 </li></ul><ul><li>~40MM+ Scanning apps installed (US Market) </li></ul><ul><li>HTML-5 web apps : video, pictures, messaging , & more </li></ul><ul><li>Social Tipping Point : Smartphone penetration (>50%) + QR Code awareness (70%) at all time highs in the US </li></ul><ul><li>ShareSquare Turns Points of Passion Into Action </li></ul><ul><li>Curate & Optimize : build, deploy, & change in minutes </li></ul><ul><li>Discover & Engage : Scan, search (SEM), sample, win, syndicate, & email capture all possible from one solution </li></ul><ul><li>ROI & mCommerce : real-time lead generation analysis, campaign performance information, & conversion </li></ul><ul><li>Results </li></ul><ul><li>“ Adjustment Bureau” : ~10K scans on street date </li></ul><ul><li>Comic Con : >60% scan to email conversion </li></ul><ul><li>“ Blue Crush 2” : ~50K scan to date (~1 month) </li></ul><ul><li>Critical : Go beyond the code – “pull” via a unique offer </li></ul>pp. 4-8 pp. 10-16 pp. 18-26
    3. 3. Overview
    4. 4. What ’s a QR Code? This ShareSquare QR code appeared on the packaging of 10k albums and 2.5k posters for artist Mitchel Musso ’s release “Brainstorm”. <ul><li>“ Quick Response” Code: </li></ul><ul><li>Designed for scanning with mobile phone cameras for a wide variety of applications & focal lengths </li></ul><ul><li>Think physical hyperlink </li></ul><ul><li>Big in Japan ~5 years </li></ul>
    5. 5. <ul><li>QR code scanning is free-riding on the comparison shopping use case, direct visibility to mainstream demo. </li></ul><ul><li>Smartphone adoption rising exponentially. </li></ul>Critical Mass: Groundswell of Scanning Apps ShopSavvy > 18M installs Redlaser > 9M installs Scanlife > 6M installs
    6. 6. Exploding Interest in “QR Codes” as Tracked by Google Trends – ~10X baseline (relative basis)
    7. 7. Source: MGH ( Consumer Recall Top of Mind (~70%)
    8. 8. Reflected by 600% Growth in Scanning Behavior; And Adoption is Settling into Mainstream Consumers Change YoY in Scans per Minute (Jul ‘11) 25-44 Yrs >50% of Activity (Jul ‘11) Source: ScanLife (Jul ‘11) 10/min 60/min Source: ScanLife (Jul ‘11)
    9. 9. <ul><li>Driving Offline to Online Conversion: Social, Local, & Mobile </li></ul>
    10. 10. <ul><li>Real world banners are not “clickable” …yet. </li></ul><ul><li>Local, but not yet social & mobile. </li></ul><ul><li>$8B spent, few analytics. </li></ul><ul><li>But now you have an opportunity to “close the loop”. </li></ul>There ’s a Problem with Out-Of-Home
    11. 11. Why QR Codes? <ul><li>Advantages </li></ul><ul><li>“ Point & scan” = greater conversion than manual entry. </li></ul><ul><li>Cross-compatibility </li></ul><ul><li>Kind of ugly = noticeable, memorable, distinct </li></ul><ul><li>Who ’s using them? </li></ul><ul><li>Anyone who responds to a call-to-action like: </li></ul><ul><li>“ I want to hear & see the trailer now.” </li></ul><ul><li>“ I want to win or get something free.” </li></ul><ul><li>“ I want to connect on Facebook & Twitter.” </li></ul><ul><li>“ I want to buy tickets & stuff right now.” </li></ul>
    12. 12. Why ShareSquare? <ul><li>ShareSquare is: </li></ul><ul><li>A platform for connecting offline audiences with the bands & brands they love… </li></ul><ul><li>Through immediate calls-to-action and rich engagement on the mobile web… </li></ul><ul><li>With real-time analytics. </li></ul>
    13. 13. Offline-to-Online Mobile Marketing Platform <ul><li>Create </li></ul><ul><li>HTML5 mobile web apps in minutes, instantly optimized for every mobile device. </li></ul><ul><li>Deploy </li></ul><ul><li>Promotions, packaging & print enhanced with the corresponding QR code. </li></ul><ul><li>Track & Optimize </li></ul><ul><li>Placements, video views, downloads, social media, contests, geo & ecommerce. </li></ul>
    14. 14. Self-serve Content Management System <ul><li>Edit, revise and optimize on the fly. </li></ul><ul><li>Switch out content, marketing copy, and creative in seconds </li></ul><ul><li>Update campaign focus based on analytics data </li></ul><ul><li>Adjust calls to action according to campaign lifecycle </li></ul>
    15. 15. Optimize with Real-time Analytics <ul><li>Quantify ROI with real-time tracking . </li></ul><ul><li>All user activity </li></ul><ul><li>Device & carrier data </li></ul><ul><li>Geo data for phones with GPS capability </li></ul><ul><li>Distinct QR codes can also be set up to distinguish between placements & creative </li></ul>
    16. 16. Experience ShareSquare Right Now for Yourself Use ANY mobile barcode scanning application to scan this code right off the screen. If you don ’t have one yet, we recommend our partner: ShopSavvy .
    17. 17. Parting Thoughts
    18. 18. Recent USHE Test Campaigns and Results <ul><li>Promotional Posters </li></ul><ul><li>Auto-Redirect from Web Site </li></ul><ul><li>Open Platform </li></ul><ul><li>Video, Images, Facebook Feed and Buy Links </li></ul><ul><li>~10K Scans on Street Date </li></ul><ul><li>>100K Scans </li></ul><ul><li>Promotional Posters & Flyers at Roxy Stores & Events </li></ul><ul><li>Auto-Redirect from Web Site </li></ul><ul><li>Open Platform </li></ul><ul><li>Video, Images, Facebook & Twitter Feed </li></ul><ul><li>>50K Scans Since Launch (~1 month) </li></ul><ul><li>INTL Campaign (London) </li></ul><ul><li>Sticker on Front of Package </li></ul><ul><li>Special Video Greeting </li></ul><ul><li>~10K Scans </li></ul><ul><li>More than All FB “Likes” Ever, Regardless of Channel </li></ul><ul><li>~5X better performance than a recent Fox campaign </li></ul>
    19. 19. 2011 Comic Con Campaign >60% Conversion
    20. 20. Critical Best Practices We ’ve Gleaned <ul><li>Creative Placements </li></ul><ul><li>Rule of thumb = ½ inch per every 1 foot of focal distance. </li></ul><ul><li>Contrast is paramount, and embedding graphics is possible but not recommended. </li></ul><ul><li>Be novel, but always test prior to deployment. </li></ul><ul><li>Verbiage </li></ul><ul><li>ALWAYS include a call-to-action </li></ul><ul><li>Most compelling calls-to-action we ’ve observed: </li></ul><ul><ul><li>“ exclusive” content & downloads </li></ul></ul><ul><ul><li>prizes, contests, giveaways, free stuff </li></ul></ul><ul><li>More explanatory copy needed if not using QR codes </li></ul><ul><li>MOST IMPORTANT: Guarantee there ’s value beyond the code. </li></ul>
    21. 21. Appendix
    22. 22. Example Use Cases > SXSW Placements Nearly 100 artists at SXSW 2011 used ShareSquare, and the applications were limited only by their creativity. Download Cards T-Shirts Posters, Flyers, Stickers
    23. 23. Example Use Case > DipDive Tour Bus (Daedelus, Schlomo & Tokimonsta) Toured 33 cities, die-hard fans could track it down to scan for a chance to Instant Win a VIP meet-and-greet.
    24. 24. Example Use Case > Mitchell Musso Nationwide Campaign Appeared on the packaging of 10k albums and 2.5k posters for Disney artist Mitchel Musso ’s Nov 22 nd release “Brainstorm”. Scan to watch the music video, download mp3 in exchange for email address, and purchase an exclusive album package set.
    25. 25. Example Use Case > Cypress Hill 4/20 Backstage Promo Find the QR code for a chance to Instant Win backstage passes to exclusive 4/20 Cypress Hill concerts. Also the officially the first QR code to appear on the end of a blunt.
    26. 26. Case Study 1: Iron Man 2 (QR Codes) <ul><li>Good </li></ul><ul><li>Slick creative integration </li></ul><ul><li>Bad </li></ul><ul><li>Non-existent call-to-action </li></ul><ul><li>Ugly </li></ul><ul><li>Not enough contrast/white space makes code VERY difficult to scan! </li></ul>
    27. 27. Case Study 2: Bridesmaids (Microsoft Tag) <ul><li>Good </li></ul><ul><li>Slick creative integration </li></ul><ul><li>Straightforward call to action </li></ul><ul><li>Bad </li></ul><ul><li>Branded Microsoft Tag is even less recognizable than the standard Tag </li></ul><ul><li>Ugly </li></ul><ul><li>Microsoft Tag is proprietary, so not readable (scan capable) by ~35M scanning apps already installed </li></ul>
    28. 28. Case Study 3: Inception (SnapTag) <ul><li>Good </li></ul><ul><li>Call-to-action offering exclusive AND dynamic content </li></ul><ul><li>Multi-channel deployment that ’s well integrated into total campaign messaging </li></ul><ul><li>Bad </li></ul><ul><li>SnapTag isn ’t “scannable” in same way others are, requires lots of explanatory copy </li></ul>
    29. 29. Why It Took Off Abroad <ul><li>Y ou try Kanji characters on a numeric keypad </li></ul><ul><li>DoComo market domination = hardware and standards </li></ul><ul><li>Mobile web didn ’t suck </li></ul>
    30. 30. Repent and Believe! “ Social Tipping Point” in U.S.A. Approacheth
    31. 31. Obstacle: Domestic Fragmentation <ul><li>Confuse the consumer </li></ul><ul><li>Forsake existing critical mass </li></ul>
    32. 32. Case Study 4: Transcendent Man (QR Codes) <ul><li>Good </li></ul><ul><li>Call-to-action </li></ul><ul><li>Value prop matches creative </li></ul><ul><li>In addition to trailer, user can submit email to download deleted scene </li></ul>