Spyder lynk best practices, steps to activation, specs slide share
1. POWERED BY
Best Practices In addition to sharingdata from a evidence,
we have aggregated
anecdotal
variety of
campaigns, resulting in a statistical analysis on some best practices.
Here is what we’ve found works.
5. Steps to Activation
ACHIEVE CONSUMER:
• AWARENESS by using media that has reach & creative appeal
• INTEREST by offering something targeted & compelling
• UNDERSTANDING by providing simple & clear instructions
• ABILITY by creating low barrier to entry for participation
• SUCCESS by having technology that is easy to use, ensuring a rich
and rewarding experience
6. Awareness
Increase consumer awareness of your 2D mobile barcode campaign
by placing the tag strategically on media or packaging and giving it
prominence in the overall layout. This will ensure consumers see
the tag and are aware of the campaign.
7. Placement, Placement, Placement
Place the SnapTag in a prominent location that gets the lion’s share
of attention from consumers.
=3x engagements of
Placing a SnapTag in the first
half of a magazine, rather than
the second half, almost triples
the likelihood of engagement.
8. Placement, Placement, Placement
Including a white border
around the SnapTag
increases readability.
White space may also
help make the code more
noticeable for consumers.
10. Placement, Placement, Placement
Create interest in the
SnapTag campaign by
placing the SnapTag
prominently in the ad,
such as at top of the
page.
11. Prominence
In addition to where you place the
SnapTag, be sure that the SnapTag
and call to action are large enough
to be disruptive and get consumers’
attention.
Consumers are busy and
distracted. Help them take the
action you want by providing a
BIG BOLD call to action that
makes it obvious what they are
supposed to do.
12. Use a Call to Action
Persuade consumers
to take action and
make the decision you
desire by telling them
what they need to do.
Campaigns using a call to
action get an average of
41% more snaps.
13. Use a Call to Action
Use a call to action that is clear, concise and compelling.
14. Interest
Increase consumer interest in your campaign by offering them a
compelling incentive to participate.
15. Incentivize
In addition to telling consumers
what to do, give them a reason to
do it. Participation rates are
highest when you offer something
your target audience is going to be
highly interested in.
Everyone’s a winner! In addition to
the chance to win a big prize,
consumers like that they are
guaranteed to get something just
for snapping.
16. Incentivize
Get consumers excited about
your brand by offering
something with an
aspirational quality.
17. Incentive Types & Conversations
25 advertisers used Social SnapTags in Glamour’s September
issue and scored 50,000+ Likes for the advertisers. Advertisers
offered four different types of incentives for Liking their
brands, and after consumers snapped the SnapTag, here are
the number that converted to Like the brand:
Sweepstakes & Exclusive Coupon & Sweepstakes &
Sample Offer Content Access Promo Codes Sample Offer
Combo Combo
18. Incentive Types & Conversations
Sweepstakes & Sample
Offer Combo
Conversion Rate: 85%
Example:
Like us on Facebook and enter to win $500
worth of Smashbox faves. The first 500 to
enter will automatically receive a free
Smashbox travel primer, while supplies last.
19. Incentive Types & Conversations
Exclusive Content Access
Conversion Rate: 84%
Example:
Like us on Facebook and see exclusive
Rihanna content.
20. Incentive Types & Conversations
Coupon & Promo Codes
Conversion Rate: 70%
Example:
Like Us on Facebook and save $1 on
Neutrogena Naturals.
21. Incentive Types & Conversations
Sweepstakes & Sample
Offer Combo
Conversion Rate: 66%
Example:
Like Katy Perry on Facebook and get a
Sample of Purr by Katy Perry, while supplies
last.
22. Understanding
Increase consumer understanding for you campaign by providing
them instructions on the ways in which they can participate.
23. Use Instructions
In addition, tell them how to do it by including info on how
to download the SnapTag Reader App or how to snap & send.
Don’t just tell
consumers what
to do, show them
how to do it.
24. Use Instructions
A lock up, which goes around the
code ring and provides
instructions, is an effective way
to communicate this information.
Using
instruction
can drive
participation
up by 50 to
80%.
25. Ability
Increase consumer participation in your campaign by choosing a 2D
mobile barcode that is accessible by a large percentage of your
target audience has the ability to participate.
26. Ability
SnapTags are accessible by QR codes are only accessible
88% of users by 14% of users
• Using SpyderLynk’s Snap & Send • To access QR codes, users must have a
technology, users only need a camera smartphone AND have downloaded a
phone with MMS capabilities to QR code reader. 40% of consumers
access SnapTags have a smartphone and an estimated
35% of smartphone users have
downloaded a QR code reader.
Reader App Reader App
QR Code QR Code
Reader Reader
27. Success
Ensure a successful campaign that will motivate consumers to
engage with you again by providing a rewarding experience. This
means proper execution of your campaign correct and choosing the
right partner.
28. Execution
Mobile Optimize the Entire Campaign
Think through the entire user experience; from
encountering and scanning the tag, to following the
consumer experience routes encountered along the
way, ensure that each consumer path is optimized
for a mobile device.
29. Execution
Test the SnapTags
Consumers may engage from multiple devices,
including a feature phone, Android, iPad, etc. and
may participate through a variety of channels, such
as the SnapTag Reader App, snap & send using a
short code, or email. Testing each combination of
these options will ensure a positive consumer
experience.
30. Execution
Consider the Lifecycle of Your SnapTag Campaign
Consider where you will place SnapTags and the
lifecycle of that medium in comparison to the
campaign. If consumers may see the SnapTag
before the program starts, or after it is completed,
include a pre and post program message as part of
the campaign.
31. Execution: Your Experience
Choose the Right Partner
Choose a provider with experience that will work
with you to create an expert optimized experience.
By selecting a partner that understands the 2D
mobile barcodes, you ensure that your campaign
will not only be a success with consumers, but that
will also be easy for you to manage.
32. Execution
Set Up Your Campaign to Collect Meaningful Data
Consider what you want to measure up front, think
about your objectives and make sure that your
campaign is setup to capture the data that you will
want to analyze.
33. Execution
Decide How to Measure Success Upfront
Scans are important, but so is engagement. Think
about the metrics you will use to measure your
campaign and make sure your campaign details
lend themselves to achieving those metrics.
34. Why are BIG BRANDS choosing SpyderLynk?
Coca-Cola
Coke Zero’s success using
SnapTags for Event Marketing in
2011 caused the company to
expand programs to additional
brands including Coke & Dasani.
35. Why are BIG BRANDS choosing SpyderLynk?
Why are BIG BRANDS choosing SpyderLynk?
Office Depot
Experienced a 30% increase in
participation when it used an in-
store SnapTag sweepstakes
compared to the receipt driven
campaign used the year prior.
36. Why are BIG BRANDS choosing SpyderLynk?
Why are BIG BRANDS choosing SpyderLynk?
Bud Light
Due to the success of 2010 Bud Light Playbook
program, which garnered more responses than similar
text messaging programs, Anheuser Busch In-Bev
increased SnapTag use, implementing SnapTags in five
additional Bud Light campaigns in 2011 & expanding
use to other brands, such as Bud Light Lime.
37. Why are BIG BRANDS choosing SpyderLynk?
Why are BIG BRANDS choosing SpyderLynk?
Glamour Magazine
Drove over 500K engagements
and received over 100,000
Facebook Likes for their
advertisers and editors using
Social SnapTags.
38. Why are BIG BRANDS choosing SpyderLynk?
Why are BIG BRANDS choosing SpyderLynk?
Toyota
Deployed SnapTags across all of its
vehicle lines at auto shows, events,
and print ads and is expanding their
use to include dealer training
materials and brochures.
39. SnapTag Specifications
Size: The SnapTag needs to be at least .86” in diameter.
White Space: The SnapTag needs to have white or off white
space behind the tag that is 140% of the code ring, so if the
tag is .86” the white space needs to be at least 1.2” in
diameter.
Printing: Print on surfaces that are accessible to consumers
and will be photographed within 10’ of consumers.
5 times rule: The consumers can distance themselves 5
times the size of the tag. If the consumer is standing 5” away
the tag needs to be 1”, if they are 50 feet away, the tag needs
to be roughly 10’ in diameter
