QR Codes and You
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QR codes can contain various types of data like text, URLs, contact info. They are commonly used to direct users to websites. To create a QR code, determine the landing page URL, add analytics tracking, shorten the URL, generate the QR code image, and rigorously test it across devices. Creative uses include location-specific codes and dynamic content pulled via a QR code reading mobile app.
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QR Codes and You
- 1. QR Codes and You A be/er understanding of QR Codes and how to use them
- 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. Where are QR Codes being used?
- 4. Real World
- 7. Size Ma/ers
- 8. 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]
- 9. 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
- 10. Samples Contact Info Calendar Event Email Geo Location Phone Number SMS WiFi NetworkURL
- 12. 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/
- 13. 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
- 15. 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
- 16. 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
- 17. Indirect vs Direct (what you need to know but will probably do anyway).
- 18. 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
- 19. Vendors Lie
- 20. 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.
- 21. 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
- 22. 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/
- 23. 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
- 24. 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
- 25. 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/
- 26. 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’
- 27. Not just for markeang
- 28. Not just for tech
- 29. 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”
- 31. Overlay vs Embedded NOT This
- 32. Creaave Interpretaaons (Bad Ideas)
- 33. Creaave Interpretaaons (Good Ideas)
- 34. Pushing Boundaries • Augmented Reality
- 35. 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/
- 36. 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
- 37. 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
- 38. Entering the public awareness
Notes de l'éditeur
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- The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
- The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
- The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
- The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
- The 3 “big boxes” in the corners simply tell the camera which way the code is orientated, so QR codes can be snapped in any direction but generally are printed with the 2 big boxes in the top and one on the left.\n
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- This is the text encoded in the bottom right QR Code in the previous slide\n
- It doesn’t matter what the text is, it’s up to the app to figure out what to do with it.\n
- Scan these with different apps to see what they do.\n\nAll these codes created with the free tool: http://zxing.appspot.com/generator/\n
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- http://www.youtube.com/watch?v=mx48zKeJxlQ&hd=1\n
- Neomedia v’s Scanbuy = bad for the USA\n
- Neomedia vs Scanbuy = bad for the USA\n\nClosed technologies make for big companies, open technologies make for big markets. These competing proprietary technologies will lose to the larger open market eventually despite specific individual advantages.\n
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- What happens when the vendor goes away? The codes stop working. Better to own the entire communication path (host your own URL shortening / redirection service).\n
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- What is their vested interest?\n
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- Lots of additional information at the point of decision.\n
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- White space around the code is critical\nIt’s actually the contrast that counts, color doesn’t need to be black and white.\n
- Rotation is ok, overlaying stuff on the code and counting on error-correction is bad\n
- Do not do things like these. Ever.\n
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