Fes Màrqueting amb els codis QR
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Fes Màrqueting amb els codis QR
- 1. Codis QR en la Comunicació d’empresa White Master Jordi Caralt Desenvolupador Multimèdia Futura Interactive jordi.netau.net @jordicaralt jordi.caralt@futura-tc.es 1 Copyright 2013 Jordi Caralt. All rights reserved.
- 2. jordi.netau.net 2 Copyright 2012 Jordi Caralt. All rights reserved.
- 3. Continguts 1. Què són, origen, tipus, evolució 2. Característiques tècniques. 3. Lectura de codis QR 4. Generació de codis QR. 5. Fent servir QR-Codes. 6. Estratègia. (online+offline) 7. Casos d’èxit 8. Workshop 3 Copyright 2012 Jordi Caralt. All rights reserved.
- 4. Introducció 4 Copyright 2012 Jordi Caralt. All rights reserved.
- 5. Introducció usuaris - interactuar més i millor amb marques (offline). 50% dels escans es realitzen a casa i l'altra meitat a la botiga (comScore) interactivitat fàcil, útil i completa, unir el món físic i el digital redefinint l'experiència de l'usuari millorant les estratègies de (P&M) 5 Copyright 2012 Jordi Caralt. All rights reserved.
- 6. Finalitat Promocional, de màrqueting o publicitària Cupons o tiquets i han de ser www.aecoc.es validats o canviats en un punt de (standard venda. España) Utilitzats en processos industrials com identificació, logística, gestió de flotes o traçabilitat. Pagaments Mòvils 6 Copyright 2012 Jordi Caralt. All rights reserved.
- 7. Aplicacions Packaging del productE. Materials impressos. En Tv. En valles publicitàries. En internet. Altres: menjar, roba, pantalles, web, etc. 7 Copyright 2012 Jordi Caralt. All rights reserved.
- 8. Funcions Obrir una pàgina web. Fer una trucada de telèfon. SMS o MMS. Correu electrònic. Publicació a una xarxa social. Fer una nota Cita al calendari. Contacte a l'agenda. Configurar un menú d'opcions. Descàrrega de contingut multimèdia 8 Copyright 2012 Jordi Caralt. All rights reserved.
- 9. Claus de l’exit 1. Donar instruccions sobre com descarregar una app de lectura 2. Informar el consumidor del que trobarà a l'escaneig. 3. Oferir contingut rellevant, útil o exclusiu. 4. Adaptar el contingut a mòbil. 5. Provar el contingut en diferents sistemes operatius i terminals. 9 Copyright 2012 Jordi Caralt. All rights reserved.
- 10. Claus de l’exit 10 Copyright 2012 Jordi Caralt. All rights reserved.
- 11. 1. Què són 11 Copyright 2012 Jordi Caralt. All rights reserved.
- 12. Què són, origen, tipus, evolució Evolució dels codis 1D QR = Quick Response Patent no exercida (Denso-Wave - Toyota) Interpretats no només per scanners Autogenerables Poden contenir més informació 12 Copyright 2012 Jordi Caralt. All rights reserved.
- 13. Funcionament 13 Copyright 2012 Jordi Caralt. All rights reserved.
- 14. Tipus de codis 2D (BiDi) 1. Lliures - Propietaris 2. Autogenerables - Generats per tercers 14 Copyright 2012 Jordi Caralt. All rights reserved.
- 15. ¿Què aporten? Simplifica interacció amb smartphones Redueix errors tecleig Afavoreix consultes/consum per impuls Vincle món físics amb Mètrica i conversió del món real internet Implementació a cost 0 (o quasi) 15
- 16. Característiques 16 Copyright 2012 Jordi Caralt. All rights reserved.
- 17. Característiques tècniques 7,089 Números 4,296 Alfanumèrics Capacitat 1,817 Kanji/Kana 17 Copyright 2012 Jordi Caralt. All rights reserved.
- 18. Decisions prèvies Denso Wave – Patent alliberada (www.denso-wave.com) www.qrcode.com “QR Code is a registered trademark of DENSO WAVE INCORPORATED. “ Patents 18 Copyright 2012 Jordi Caralt. All rights reserved.
- 19. Normes Color / Contrast El contrast entre el fons i el QR ha de ser superior al 20% Si el contrast és suficiente (+20%) no importa el color/s del codi 19 Copyright 2012 Jordi Caralt. All rights reserved.
- 20. Estructura 20 Copyright 2012 Jordi Caralt. All rights reserved.
- 21. Normes Llegibilitat Tamany Contrast QR amb la base Òptica del telèfon (macro) Llum ambient Angle Nivell de curvatura superfície 21 Copyright 2012 Jordi Caralt. All rights reserved.
- 22. Personalització 22 Copyright 2012 Jordi Caralt. All rights reserved.
- 23. 3. Lectura 23 Copyright 2012 Jordi Caralt. All rights reserved.
- 24. Requisits per escanejar Smartphone = Scanner Smartphone amb càmara Software apropiat (app) 24 Copyright 2012 Jordi Caralt. All rights reserved.
- 25. Apps per escanejar Webs generadores qrcode.kaywa.com qrcode.es/es/generador-qr- code/ http://goqr.me/ visualead.com/ 25 Copyright 2012 Jordi Caralt. All rights reserved.
- 26. Seguiment de campanyes 2d-code.co.uk/qr-code- management-systems/ 26 Copyright 2012 Jordi Caralt. All rights reserved.
- 27. 7 claus Què trobaré si capturo el QR? Implementació tècnica correcta Continguts i estratègies “movilitzades Cobertura? Benefici directe i real per l’usuari Continguts i landing-pages actualitzats Mesurar 27 Copyright 2012 Jordi Caralt. All rights reserved.
- 28. 6. Estratègia 28 Copyright 2012 Jordi Caralt. All rights reserved.
- 29. Estratègia Profunditat Consulta Profunditat Interacció Món real Xarxes socials Smartphone Packaging 29 Copyright 2012 Jordi Caralt. All rights reserved.
- 30. Negoci (€) Consultoria / Estratègia / Formació Analítiques / Mètriques Producció continguts Agències associats Producció / Disseny 30 Copyright 2012 Jordi Caralt. All rights reserved.
- 31. Negoci (€) Venda directa Coneixement / informació in-house Promoció Innovació / diferenciació 31 Copyright 2012 Jordi Caralt. All rights reserved.
- 32. Negoci (€) Venda directa Coneixement / informació in-house Promoció Innovació / diferenciació 32 Copyright 2012 Jordi Caralt. All rights reserved.
- 33. 7. Casos d’èxit 33 Copyright 2012 Jordi Caralt. All rights reserved.
- 34. Coca-Cola Punt de partida: Solució: Quan els consumidors escanejaban Coca-Cola Espanya els codis inserits en les llaunes, podien veure buscava innovar i fer contingut relacionat amb la UEFA Euro 2012 i alguna cosa diferent vídeos de la campanya relacionada en xarxes amb els seus socials de Coca-Cola, entre altres coses. A consumidors amb vista més, va suposar la primera campanya massiva al patrocini de la UEFA de codis a Espanya amb anuncis a televisió. Euro 2012. Resultat: Una molt bona manera de buscar la interactivitat amb l'usuari des del mateix moment de compra o consum, de fidelitzar, d'enllaçar la seva acció amb les xarxes socials digitals, d'extreure dades valuoses i millorar l'experiència d'usuari. 34 Copyright 2012 Jordi Caralt. All rights reserved.
- 35. IAB Inspirational 2011 Punt de partida: BtoB Solució: L'agència desenvolupament una app va voler patrocinar d'una (disponible per iPhone i Android) anomenada manera diferent el Appescar amb la qual els assistents al Festival van festival Inspirational poder fer networking i guanyar premis. 2011 de IAB Spain, un dels esdeveniments de Resultat: Aquesta aplicació va ser descarregada referència del sector de per un de cada quatre assistents. Amb ella, els la comunicació digital. Smartphones es van convertir en "cabells blancs" amb les que van capturar aperitius i regals: peces de maki, sushi, còctels marins, marxandatge, etc., Que els pescadors van poder gastar a la festa de l'últim dia. 35 Copyright 2012 Jordi Caralt. All rights reserved.
- 36. Budweiser Punt de partida: Solució: Per a això, Budweiser utilitzà els codis QR Budweiser volia compartir la integrats en els envasos dels productes per permetre seva història amb els seus als consumidors conèixer l'historial de la cervesa clients a través de nous especifica que tenien entre les mans. Si s'escaneja mètodes que mostressin el codi, l'usuari era redirigit a TrackYourBud.com o la "l'orgull, la passió i descàrrega de l'aplicació. Alli, debian introduir la data l'artesania que ha estat la d'elaboració que venia indicada en la seva cervesa. columna vertebral de Budweiser durant Resultat: Una experiència tan offline com beure una generacions". cervesa, va ser combinada amb una estratègia digital que permetia no només millorar l'experiència del consumidor, sinó demanar dades sobre qui, on i quan estava consumint cadascun d'ells. 36 Copyright 2012 Jordi Caralt. All rights reserved.
- 37. Seguros NRMA Punt de partida: NRMA Solució: Per a això, van adaptar una parada volia mostrar al públic que, a d'autobús fora de l'estació de Wynyard a Sydney, diferència d'altres Austràlia. La parada va ser equipada amb companyies d'assegurances altaveus estèreo que reproduïen les pistes d'automòbils, ells si cobrien seleccionades pel públic a través d'una app que es extres com els sistemes de descarregava mitjançant un codi QR so personalitzats. Resultat: Tot i no haver transcendit dades sobre els resultats d'aquest cas concret, convé destacar per la seva esperit innovador i experimental. Els codis QR no són més que una via de connectivitat instantània amb l'usuari, la resta depèn de la proposta creativa 37 Copyright 2012 Jordi Caralt. All rights reserved.
- 38. Heineken Punt de partida: Solució: Tots els assistents podien disposar del seu Heineken volia combinar en propi QR imprès i enganxat als seus cossos, de un festival de música una manera que quan es escanejava, donava informació acció de màrqueting original, sobre cada persona i sobre els seus gustos participativa i divertida que particulars. Similar a la identitat virtual en xarxes jugués amb l'ús del mòbil. socials, però en el món real i durant un macro esdeveniment. Resultat: La campanya de Heineken va ser una manera molt intel·ligent i social d'usar codis en un festival de música. En aquests esdeveniments se sol conèixer gent nova, els codis QR van facilitar que s'interactués més i millor, fomentant la participació d'un joc que no era sinó una acció de màrketing. No només va funcionar a nivell creatiu, sinó que Heineken va obtenir interessants dades per a la seva business intelligence, a més de convertir els assistents en anuncis errants de la compania 38 Copyright 2012 Jordi Caralt. All rights reserved.
- 39. Esquire Punt de partida: Esquire Solució: Es van inserir codis en la mateixa revista volia donar als lectors de la per donar als lectors un menú d'opcions de coneguda revista més cadascuna de les peces de roba, que permetien informació sobre articles de visitar la web del dissenyador, comprar el producte, moda que apareixien en la subscriure a la revista o conèixer contingut secció "Col·lecció Esquire". relacionat. Resultat: D'aquesta manera tan senzilla, Esquire va aconseguir enllaçar un suport purament offline amb el mCommerce. Això dóna importants pistes sobre el futur de mitjans tradicionals i la forma de redefinir utilitzant els mitjans digitals 39 Copyright 2012 Jordi Caralt. All rights reserved.
- 40. ? Gràcies! jordi.caralt@futura-tc.es jordi.netau.net @jordicaralt 40 Copyright 2012 Jordi Caralt. All rights reserved.
Notes de l'éditeur
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- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information
- Acrobat helps knowledge workers communicate and collaborate more easily and securely with Adobe PDF. With Acrobat, you can work with anyone, anywhere across technology boundaries such as operating system, platform, and application differences. With Acrobat, knowledge workers can: Wade through an endless supply of information to collect, prepare, and reliably communicate exactly as intended and with impact Bring people and ideas together to collaborate efficiently and produce a better end result Unify a wide range of information that can be reliably shared with anyone, anywhere Safeguard work and protect sensitive information