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: http://bit.ly/loghl2

1. Ge#ng
It
Right*
in
Mobile
*Pushing
Interac4on
Beyond
The
One-­‐off
Model
with
2D
and
QR
Codes
Kane
Russell,
Director
of
Marke4ng
Waterfall
Mobile

2. Waterfall
Mobile
and
the
Msgme
Pla9orm
Waterfall
Mobile Msgme
๏ Founded
August
2005
๏ Free
trial:
www.msgme.com
๏ Offices
in
SFO
(HQ),
NYC
&
Aus4n
๏ API
suite:
developer.msgme.com
๏ 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. Reference
Clients
&
Brand
Campaigns

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. The
QR
Code
Phenomenon
QR
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 bit.ly or goo.gl
๏ 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. 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. EvaluaAng
QR
Codes
Designing
the
Code Developing
a
Campaign
๏ Aesthe4c
design ๏ Scan
ac4ons
๏ Tes4ng
codes ๏ User
engagement
Deploying
a
CTA Delivering
ROI
๏ AXainable
audience ๏ Data
capture
๏ Dos
and
Don’ts ๏ Campaign
success

8. How
a
QR
Code
Works
Step
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. Design:
AestheAcs
Error
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. 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. Development:
QR
Codes
AcAons
Can do Can’t do
Web Open web page on phone’s browser Execute action on open web page
Phone Activate operational functions Execute operational functions
Can do Can’t do
Contact Info Add a vCard (Contact Info) to a user’s device Save a vCard to a user’s device
Email Open a pre-populated email Send an email
SMS Open a pre-populated SMS Send an SMS
Landing Page Open & pre-populate (some fields) Confirm submit on a landing page
Facebook Open a page where you can “like” content Automatically “like” a FB Page
QR Codes Open a web page with a QR Code others Send QR Code content without
can scan scan to another phone
Apps Open a web page and download an app Download an app automatically
Ringtone Open a web page to download an mp3 Install mp3 as a ringtone

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
171
ROI
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. Deployment:
Audience

14. Deployment:
Audience
40%
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.” http://bit.ly/jAxhXd

15. Deployment:
Calls
to
AcAon
๏ 4
ingredients
and
a
secret
sauce:
-­‐ Incen4ves
-­‐ Clarity
-­‐ Compliance
Strategy
-­‐
✴ Design
You
can
read
the
full
blog
post
@
blog.msgme.com:
“How to Create a Great Call to Action – 4 Ingredients & A Secret Sauce”

16. Deployment:
Example
CTA
(not
so
good)

17. Deployment:
Example
CTA
(improving)

18. Deployment:
Example
CTA
(right
idea)

19. Deployment:
Example
CTA
(cleaner)

20. Delivery:
Data
Capture
Data Source Capabilities Limitations
Scans 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 you
Pages Shortener are interacting with various want specific user information;
web pages no insight into phone operations,
e.g. voice calls or SMS
Phone Web Pull data about the person User must open a web browser
Data scanning the code, e.g. to register data; no ability to grab
phone type, carrier and IP phone number automatically
address
Phone Phone Pull data about tasks No ability to track web actions or
Tasks completed by users, e.g. QR Code scans
SMS sent or calls made

21. Delivery:
Campaign
Success
As
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. 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. Key
Takeaways
Design
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. Any
QuesAons?
For
more
informa4on
visit
www.msgme.com
You
can
download
our
QR
code
eBook
from
our
blog
@
blog.msgme.com.
Case
studies
are
available
@
clicky.me/msgmecs
Or
contact
us
directly:
marke4ng@waterfallmobile.com