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QR	
  Codes	
  and	
  You	
  
A	
  be/er	
  understanding	
  of	
  QR	
  Codes	
  
and	
  how	
  to	
  use	
  them	
  
What	
  are	
  Quick	
  Response	
  Codes?	
  
•  UPC	
  codes-­‐	
  read	
  leA	
  to	
  right	
  	
  =	
  1	
  dimension...
 	
  Where	
  are	
  QR	
  Codes	
  being	
  used?	
  
Real	
  World	
  
28	
  Days	
  Later	
  
Size	
  Ma/ers	
  
Version	
  40	
  Text	
  
Version 40 QR Code can contain up to 1852 chars.
A QR code (short for Quick Response) is a speci...
How	
  are	
  QR	
  Codes	
  used?	
  
•  Use	
  an	
  app	
  to	
  “decode”	
  the	
  image	
  
	
  
•  The	
  app	
  can...
Samples	
  
Contact Info Calendar Event Email Geo Location
Phone Number SMS WiFi NetworkURL
Reporters	
  without	
  Borders	
  
•  h/p://rsf.reed.be/index.php?lang=en	
  
•  h/p://osocio.org/message/print_ad_that_l...
Why	
  are	
  QR	
  Codes	
  free?	
  
•  Royalty	
  Free	
  
•  Invented	
  by	
  Denso	
  for	
  warehousing	
  &	
  pro...
Proprietary	
  codes?	
  
Alternaaves	
  to	
  QR	
  Codes	
  
•  Image	
  Recogniaon	
  
– or	
  why	
  door	
  knobs	
  don’t	
  come	
  with	
  i...
Alternaaves	
  to	
  QR	
  Codes	
  
•  NFC	
  (Near	
  Field	
  Communicaaons)	
  
– Requires	
  hardware	
  in	
  both	
...
Indirect	
  vs	
  Direct	
  	
  
(what	
  you	
  need	
  to	
  know	
  but	
  will	
  probably	
  do	
  anyway).	
  
Analyacs	
  build	
  or	
  buy	
  
•  Build	
  it	
  into	
  the	
  URL	
  
– Google	
  Analyacs	
  URL	
  Builder	
  
•  ...
Vendors	
  Lie	
  
Fee	
  vs.	
  free	
  
Free	
  service	
  snapshot	
  
Free,	
  or	
  “direct”	
  mobile	
  bar	
  codes,	
  which	
  simp...
Simple	
  QR	
  Code	
  Plan	
  
•  Determine	
  the	
  final	
  landing	
  page	
  
– Make	
  sure	
  it’s	
  mobile	
  fr...
Simple	
  QR	
  Code	
  Resources	
  
•  Determine	
  the	
  final	
  landing	
  page	
  
–  h/p://www.tribalddb.com	
  
• ...
Tips	
  to	
  Remember	
  
•  Use	
  a	
  URL	
  shortening	
  service	
  (or	
  dns	
  redirecaon)	
  
-­‐	
  keep	
  you...
Creaave	
  use	
  
•  h/p://thenextweb.com/socialmedia/
2011/06/04/mcdonalds-­‐brilliant-­‐interacave-­‐
billboard-­‐campa...
Creaave	
  use	
  
•  Steven	
  Colbert	
  sings	
  Friday	
  on	
  Jimmy	
  Fallon	
  
with	
  the	
  Roots	
  and	
  man...
 	
  Not	
  just	
  for	
  markeang	
  
From here they can do the following;
- Find out more detailed specifications
- Rea...
 	
  Not	
  just	
  for	
  markeang	
  
 	
  Not	
  just	
  for	
  tech	
  
QR	
  Codes	
  in	
  PR	
  
•  h/p://www.prsa.org/Intelligence/Tacacs/Aracles/view/8895/1022/QR_Codes_offer_PR_pros_new_opa...
QR	
  Code	
  Structure	
  
Overlay	
  vs	
  Embedded	
  
NOT	
  This	
  
Creaave	
  Interpretaaons	
  
(Bad	
  Ideas)	
  
Creaave	
  Interpretaaons	
  
(Good	
  Ideas)	
  
Pushing	
  Boundaries	
  
•  Augmented	
  Reality	
  
Addiaonal	
  Informaaon	
  
•  Overcoming	
  the	
  Limitaaons	
  of	
  QR	
  Codes	
  as	
  Business	
  Cards	
  
–  h/p:...
Technical	
  Informaaon	
  
•  Internet	
  connecaon	
  needed	
  
•  Special	
  soAware	
  needed	
  
–  (open	
  definiao...
Dean’s	
  QR	
  sites	
  
•  Check	
  out	
  this	
  site	
  for	
  a	
  60	
  second	
  overview	
  on	
  QR	
  
codes:	
...
Entering	
  the	
  public	
  awareness	
  
QR Codes and You
QR Codes and You
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QR Codes and You

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QR Codes and You

  1. 1. QR  Codes  and  You   A  be/er  understanding  of  QR  Codes   and  how  to  use  them  
  2. 2. What  are  Quick  Response  Codes?   •  UPC  codes-­‐  read  leA  to  right    =  1  dimensional                 •  2d  codes-­‐  read  leA  to  right  +  top  to  bo/om     each  dot=1                          or=0  
  3. 3.    Where  are  QR  Codes  being  used?  
  4. 4. Real  World  
  5. 5. 28  Days  Later  
  6. 6. Size  Ma/ers  
  7. 7. Version  40  Text   Version 40 QR Code can contain up to 1852 chars. A QR code (short for Quick Response) is a specific matrix barcode (or two-dimensional code), readable by dedicated QR barcode readers and camera phones. The code consists of black modules arranged in a square pattern on a white background. The information encoded can be text, URL or other data. Common in Japan, where it was created by Toyota subsidiary Denso- Wave in 1994, the QR code is one of the most popular types of two- dimensional barcodes. QR is the abbreviation for Quick Response, as the creator intended the code to allow its contents to be decoded at high speed.[1] The technology has seen a large uptake in Japan and South Korea. However, in the West there has been a considerably slower adoption of QR Codes.[2]
  8. 8. How  are  QR  Codes  used?   •  Use  an  app  to  “decode”  the  image     •  The  app  can  do  lots  of  things  with  the  data   – Display  text   – Email   – SMS   – Website  (most  common)   – Start  Audio  /  Video  
  9. 9. Samples   Contact Info Calendar Event Email Geo Location Phone Number SMS WiFi NetworkURL
  10. 10. Reporters  without  Borders   •  h/p://rsf.reed.be/index.php?lang=en   •  h/p://osocio.org/message/print_ad_that_literally_speaks_to_the_people/  
  11. 11. Why  are  QR  Codes  free?   •  Royalty  Free   •  Invented  by  Denso  for  warehousing  &  producaon   services   •  Anyone  can  create  them  or  make  tools  to  create  them   •  h/p://www.denso-­‐wave.com/qrcode/index-­‐e.html  
  12. 12. Proprietary  codes?  
  13. 13. Alternaaves  to  QR  Codes   •  Image  Recogniaon   – or  why  door  knobs  don’t  come  with  instrucaons   – Requires  huge  DB  of  images  and  not  everything   will  be  available   – Learned  behavior  has  too  intermi/ent  of  a   response  to  reinforce  posiave  behavior   – Men’s  Behavior   •  Some  ads  were  recognized,  some  were  not  but  the   reader  had  no  way  of  knowing  and  just  became   frustrated  
  14. 14. Alternaaves  to  QR  Codes   •  NFC  (Near  Field  Communicaaons)   – Requires  hardware  in  both  place   – Expensive  to  roll  out  (not  just  a  print  item)   – Possible  privacy  implicaaons  could  bring   regulaaon  
  15. 15. Indirect  vs  Direct     (what  you  need  to  know  but  will  probably  do  anyway).  
  16. 16. Analyacs  build  or  buy   •  Build  it  into  the  URL   – Google  Analyacs  URL  Builder   •  h/p://www.google.com/support/analyacs/bin/answer.py? hl=en&answer=55578   •  Vendor  supplied  =  proprietary  but  more  features  
  17. 17. Vendors  Lie  
  18. 18. Fee  vs.  free   Free  service  snapshot   Free,  or  “direct”  mobile  bar  codes,  which  simply  contain  the  URL  address  of  a  Web   page  encoded  into  the  bar  code,  are  available  from  many  online  services.       •  Advantages  include:   –  Free  or  low  cost     •  Disadvantages  include:   –  Analyacs  associated  with  direct  bar  codes  are  very  limited.  Web  site  analyac   tools  someames  wont  gather  valuable  metadata  associated  with  mobile  scans,   such  as  locaaon  based  informaaon.   –  As  the  URL  is  also  embedded  in  the  QR  code  in  direct  or  free  implementaaons,   the  QR  code  size  may  also  be  physically  larger  in  direct  implementaaons.       –  Since  these  free  mobile  bar  codes  simply  contain  URLs,  code  directs  must  be   manually  updated  therefore  more  expensive  in  terms  of  man  hours  used.    
  19. 19. Simple  QR  Code  Plan   •  Determine  the  final  landing  page   – Make  sure  it’s  mobile  friendly!   •  Create  Google  Analyacs  link  for  tracking   •  Shrink  the  link   •  Create  the  QR  Code   •  Test   •  Distribute   •  Test  
  20. 20. Simple  QR  Code  Resources   •  Determine  the  final  landing  page   –  h/p://www.tribalddb.com   •  Create  Google  Analyacs  link  for  tracking   –  h/p://www.google.com/support/analyacs/bin/ answer.py?hl=en&answer=55578   •  Shrink  the  link   –  h/p://www.bit.ly/   •  Create  the  QR  Code   –  h/p://zxing.appspot.com/generator/   •  Test   –  h/p://redlaser.com/  
  21. 21. Tips  to  Remember   •  Use  a  URL  shortening  service  (or  dns  redirecaon)   -­‐  keep  your  payload  as  small  as  possible.   •  Rigorously  test  your  new  QR  code  image  with  different  smart   phones  and  bar-­‐code  readers.   •  Contrast  is  also  a  criacal  factor,  if  you  elect  to  change  the   pale/e  colors.   •  Design  and  placement  =  plan  ahead.   •  Opamize  landing  page  for  mobile-­‐don’t  be  lazy!     •  TEST  your  branded  QR  code  images   –  Lower  quality  camera  phone   –  Size  your  branding  based  on  the  lowest  common  denominator  of    QR-­‐ code  soAware  and  smart  device  
  22. 22. Creaave  use   •  h/p://thenextweb.com/socialmedia/ 2011/06/04/mcdonalds-­‐brilliant-­‐interacave-­‐ billboard-­‐campaign/   •  How  it  would  integrate  directly?   – Mobile  App   – Locaaon  specific  QR  codes   – App  reads  code  and  dynamically  pulls  in  relevant   content  /  interacaon  
  23. 23. Creaave  use   •  Steven  Colbert  sings  Friday  on  Jimmy  Fallon   with  the  Roots  and  many  more.   –  h/p://www.hulu.com/watch/229352/late-­‐night-­‐with-­‐ jimmy-­‐fallon-­‐stephen-­‐colbert-­‐sings-­‐friday-­‐with-­‐the-­‐roots   •  Hidden  QR  code  towards  the  end  lead  to   special  message  supporang  DonorsChoose.org   charity   –  h/p://www.latenightwithjimmyfallon.com/blogs/ 2011/04/fallon-­‐colbert-­‐project-­‐bonus-­‐video-­‐thank-­‐you/  
  24. 24.    Not  just  for  markeang   From here they can do the following; - Find out more detailed specifications - Read customer reviews of the product (upsell to a better model). - Add to Wishlist, this wishlist would be accessible from both desktop and mobile browsers for later review or even ‘instore shopping list’ - Send to email - email a friend ‘asking their thoughts’ ‘would you like this’ / ‘is this the right one’
  25. 25.    Not  just  for  markeang  
  26. 26.    Not  just  for  tech  
  27. 27. QR  Codes  in  PR   •  h/p://www.prsa.org/Intelligence/Tacacs/Aracles/view/8895/1022/QR_Codes_offer_PR_pros_new_opaons_to_connect   •  Company  or  event  informaaon  on  the  go   –  Instead  of  referring  someone  to  a  press  room,  a  QR   code  can  someone  directly  to  a  press  release  or  other   informaaon  that  is  accessible  via  mobile  phone.   •  The  Weather  Channel  added  codes  to  TV  and   online  ad  spots  connecang  to  a  download  page   for  their  new  app   –  “We  saw  an  increase  of  21  %  in  downloads  during  the   Feb  promoaon,  &  press  coverage  of  the  QR  code   reinforced  the  Weather  Channel  as  an  innovaave   leader  in  the  mobile  space”  
  28. 28. QR  Code  Structure  
  29. 29. Overlay  vs  Embedded   NOT  This  
  30. 30. Creaave  Interpretaaons   (Bad  Ideas)  
  31. 31. Creaave  Interpretaaons   (Good  Ideas)  
  32. 32. Pushing  Boundaries   •  Augmented  Reality  
  33. 33. Addiaonal  Informaaon   •  Overcoming  the  Limitaaons  of  QR  Codes  as  Business  Cards   –  h/p://snapmyinfo.com/blog/overcoming-­‐the-­‐limitaaons-­‐of-­‐qr-­‐codes-­‐as-­‐ business-­‐cards/   •  FAQs  about  QR  Codes   –  h/p://www.be/erresponseblog.com/index.php/markeang/faqs-­‐about-­‐qr-­‐ codes/   •  How  to  track  QR  codes  in  Google  Analyacs   –  h/p://blog.redclayinteracave.com/how-­‐to-­‐track-­‐qr-­‐codes-­‐in-­‐google-­‐ analyacs/   •  The  Complete  Guide  to  QR-­‐Code  Technology   –  h/p://onebiginternet.com/2011/02/the-­‐complete-­‐guide-­‐to-­‐qr-­‐code-­‐ technology/  
  34. 34. Technical  Informaaon   •  Internet  connecaon  needed   •  Special  soAware  needed   –  (open  definiaon  meaning  anything  can  create  and  read  codes)   •  h/p://www.denso-­‐wave.com/qrcode/qrstandard-­‐e.html   –  Numeric  -­‐  7,089  characters   –  Alphanumeric  -­‐  4,296  characters   –  8-­‐bit  bytes  (binary)  -­‐  2,953  characters   –  Kanji  -­‐  1,817  characters   –  Reserve  30%  for  error  correcang   •  Any  kind  of  text  string  is  ok,  the  app  determines  what   to  do  with  it   –  Custom  applicaaons  can  do  anything  they  want  
  35. 35. Dean’s  QR  sites   •  Check  out  this  site  for  a  60  second  overview  on  QR   codes:   –  h/p://www.Cognaaon.net/QR/   •  My  personal  blog  has  aracles  on  QR  codes  and  their   use  in  the  real  world.   –  h/p://blog.collins.net.pr/search?q=qr       “Think  of  QR  codes  as  a  right  mouse  bu7on  to  anything  physical.     Anything  you  want  ‘more  contextual  informa@on  about’  just  click”.      -­‐  Dean  Collins  
  36. 36. Entering  the  public  awareness  

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