HighEdWeb '11 MMP6

QR has been a mainstay in Japan for several years and is now a popular marketing tool in the U.S. However most marketers are doing it all wrong.

Transcript

1. EZ QR 4 U2 DO! MMP6
2. WHO R U • Cliff Jenkins (@cliffyballgame) • Video Manager at Xavier University
3. WHAT YOU CAN DO • Get a general knowledge of QR • Create a QR • Use QR effectively • Customize a QR
4. QR BRIEF • QR developed by a subsidiary of Toyota called Denso-Wave • 2D Matrix code (information not read linear but vertical and horizontal) • Need for a high volume of information • Had to be small to fit on varying sizes of packages • Denso still holds patent for QR but doesn’t enforce it.
5. QR IN THE MKT • QR entered the marketplace in Japan in 2002 • Quickly took off as a marketing tool there and across Asia tech savvy population • Spread to U.S. a few years after • QR generators and reader are now many and varied in ability
6. QR CAN DO
7. QR CAN DO • URL • Email address generation • Contact information • Social network integration • Like/check-in/tweet • Phone • Get maps (integration with Google maps)
8. GNR8 QR • There are lots of QR generators available that are free to create code • Three examples • quiqr.it (very simple and straightforward) • youscan.me (good social integration) • qrstuff.com (set a custom color to your QR)
9. QUIQR quiqr.it
10. YOUSCAN.ME
11. YOUSCAN.ME
12. QRSTUFF.COM
13. URL SHORTENER
14. QR SUX... NO RLY
15. • What? QR sucks? • There are ways to make QR suck less
16. QR FAIL • QR suffering from a “me too” or everyone’s doing it crisis. • Slapping QR on something to look hip or techie
17. QR FAIL • QR suffering from a “me too” or everyone’s doing it crisis. • Taking the QR user for granted • Instruct your audience • app awareness
18. QR FAIL • QR suffering from a “me too” or everyone’s doing it crisis. • Taking the QR user for granted • Used in unimaginative ways
19. QR FAIL • QR suffering from a “me too” or everyone’s doing it crisis. • Taking the QR user for granted • Used in unimaginative ways • Scanning QR with mobile results in full website • No reward - there was some effort on the user’s end
20. QR FAIL • Native camera recognition • iphone does not - have to download app • android - does natively recognize QR
21. QR FAIL - THE DIGITS • Don’t just post the code without some instruction or a way to load an app to read it. There is still a learning curve.
22. • Don’t just post the code without some instruction or a way to load an app to read it. There is still a learning curve. • When shown QR, 43% of teens 11-18 knew what it was *Dubit Research - March 2011 QR FAIL - THE DIGITS
23. • Don’t just post the code without some instruction or a way to load an app to read it. There is still a learning curve. • When shown QR, 43% of teens 11-18 knew what it was • 19% admitted to not knowing *Dubit Research - March 2011 QR FAIL - THE DIGITS
24. • Don’t just post the code without some instruction or a way to load an app to read it. There is still a learning curve. • When shown QR, 43% of teens 11-18 knew what it was • 19% admitted to not knowing • 78% don’t have necessary software to read the QR *Dubit Research - March 2011 QR FAIL - THE DIGITS
25. • Don’t just post the code without some instruction or a way to load an app to read it. There is still a learning curve. • When shown QR, 43% of teens 11-18 knew what it was • 19% admitted to not knowing • 78% don’t have necessary software to read the QR • Even though they didn’t know, 74% found them worthwhile *Dubit Research - March 2011 QR FAIL - THE DIGITS
26. • Don’t just post the code without some instruction or a way to load an app to read it. There is still a learning curve. • When shown QR, 43% of teens 11-18 knew what it was • 19% admitted to not knowing • 78% don’t have necessary software to read the QR • Even though they didn’t know, 74% found them worthwhile • 8% of girls thought the QR was a magic eye picture *Dubit Research - March 2011 QR FAIL - THE DIGITS
29. QR Case Study
30. QR Case Study • People would take self-guided tours and find locked doors or buildings closed • Find a way to make the self-guided tour more interactive
31. QR Case Study College Scan this code to take a tour! download app THEATRE Sign posted in strategic, high visibility place
32. QR Case Study College Scan this code to take a tour! download app THEATRE VIDEO
33. QR Case Study College Scan this code to take a tour! download app THEATRE VIDEO AUDIO (.mp3)
34. QR Case Study College Scan this code to take a tour! download app THEATRE VIDEO AUDIO (.mp3) NEXT STOP ON TOUR
35. CUSTOM QR • QR can be tricked out! • Create custom colors • There is a 30% error rate built into QR • insert images or graphics • QR must be high-contrast
36. CUSTOM QR
37. CUSTOM QR
38. CUSTOM QR
39. CUSTOM QR
40. CUSTOM QR
41. CUSTOM QR
42. Bad QR QR on roadway billboards.
43. Bad QR QR tattoo video: courtesy Ballantine’s
44. Good examples of QR images: courtesy randr
45. Good examples of QR
46. Custom QR
47. QR IS EZ
50. QRuestions
51. Thanks!
52. Cliff Jenkins Xavier University jenkinsc4@xavier.edu @cliffyballgame @cliffyballgame my delicious qr links bit.ly.com/cliffyballgame-mmp6