Ge#ng  It  Right*  in  Mobile

Kane  Russell,  VP  of  Marke2ngWaterfall

*Pushing  Interac0on  Beyond  The  One-­‐off  Model  with  2D  and  QR  Codes

Waterfall  Mobile  and  the  Msgme  Pla4orm

Waterfall  Mobile๏ Founded  August  2005๏ Offices  in  SFO  (HQ),  NYC  &  Aus0n๏ Backed  by  Vista  Equity  Partners  ๏ Cross-­‐channel  mobile  &  social  CRM  via  

SMS,  MMS,  QR  Codes,  IVR,  Facebook  &  TwiWer

๏ Free  trial:  waterfall.com๏ API  suite:  apidocs.waterfall.com๏ Custom  applica0on  development๏ Short  code  provisioning,  cer0fica0on  &  

audit  management

Reference  Clients  &  Brand  Campaigns  

๏ The  QR  Code  phenomenon

๏ Evaluate  each  stage  of  a  QR  Code  campaign

-­‐ Designing  the  code-­‐ Developing  an  effec0ve  campaign  -­‐ Deploying  in  the  marketplace-­‐ Delivering  ROI

๏ Example  campaign

Objec=ves

QR  Code  explosion  in  the  US:  

๏ 1,200%  increase  in  scans,  Q3-­‐Q4  of  2010(Mobio  Iden0ty  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  (Mobile  Marketer)

๏ 40%  Facebook  and  TwiWer  users  have  scanned  5+  codes  in  last  year  (Mashable)

Why?

๏ For  consumers:  cool,  intriguing,  easy-­‐to-­‐use  connec0on  point  between  physical  and  digital  worlds

๏ For  brands:  data  catching  marke0ng  ROI  widget

The  QR  Code  Phenomenon

QR Code linking to Msgme Twitter feed

Did you know? Adding “.qr” to the end of bit.ly or goo.gl links automatically generates a QR Code

๏ 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  adop0on  of  QR  Codes  lags  Japan

-­‐ Invented  in  1994;  Approved  as  an  Interna0onal  Standard  in  2000

The  QR  Code  Phenomenon

In Japan QR Codes appear not just on billboards, but also on everyday items such as consumer packaging and receipts

Evalua=ng  QR  Codes

Designing  the  Code

๏ Aesthe0c  design๏ Tes0ng  codes

Developing  a  Campaign

๏ Scan  ac0ons๏ User  engagement

Deploying  a  CTA

๏ AWainable  audience๏ Dos  and  Don’ts

Delivering  ROI

๏ Data  capture๏ Campaign  success

How  a  QR  Code  Works

Step  One:  Marketer  generates  QR  Code

Step  Three:  User  downloads  /  opens  reader  on  smartphone

Step  Four:  User  scans  QR  Code  using  reader

Step  Two:  Marketer  publishes  QR  Code

Design:  Aesthe=cs

Various types of 2D codes exist, including Micro QR, Datamatrix, EZ and Microsoft Tag. Depending on code type, look/feel and customization can vary.

Error  Correc;on  Levels

Density

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.

Code  Type

Higher density allows for the storage of more information.

Design:  Tes=ng

Factor  Affec+ng  Scan: Pi2all  to  Avoid:  

Loca&on Test  only  on  a  computer

Condi&ons 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  &me  to  scan

Reader Test  only  using  only  one  reader  type

Camera Test  only  using  one  smartphone  type

Development:  QR  Codes  Ac=ons

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 can scan

Send QR Code content without 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

Development:  User  EngagementWhy  is  this  important?

Consider  a  back  of  the  envelope  ROI  calcula0on:  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)  

04386

129171214257300

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

ROI

# of Engagements

QR  Codes  =  Mobile  Marke+ng  =  Customer  Life+me  Value  Play

Deployment:  Audience

Deployment:  Audience

2008 Q2 2009 Q2 2010 Q2 2011 Q210% 13% 14% 16% 17% 19% 21% 24% 27% 31% 35% 40% 45% 49%

90% 87% 86% 84% 83% 81% 79% 76% 73% 69% 65% 60% 55% 51%

FeaturePhone SmartPhone

Source: Roger Entner, Nielsen Wire. “Smartphones to Overtake Feature Phones in U.S. by 2011.” http://bit.ly/jAxhXd

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.

Deployment:  Calls  to  Ac=on

๏ 4  ingredients  and  a  secret  sauce:  

-­‐ Incen0ves-­‐ 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”

Deployment:  Example  CTA  (not  so  good)

Deployment:  Example  CTA  (improving)

Deployment:  Example  CTA  (right  idea)

Deployment:  Example  CTA  (cleaner)

Delivery:  Data  CaptureData Source Capabilities Limitations

Scans QR Code Reader

Understand when, where, and how many people scanned a certain code

No ability to track the actions taken by the users, e.g. action on a website or if an SMS is sent.

Web Pages

URL Shortener

Visibility into how people are interacting with various web pages

Need unique URL per user if you want specific user information; no insight into phone operations, e.g. voice calls or SMS

Phone Data

Web Pull data about the person scanning the code, e.g. phone type, carrier and IP address

User must open a web browser to register data; no ability to grab phone number automatically

Phone Tasks

Phone Pull data about tasks completed by users, e.g. SMS sent or calls made

No ability to track web actions or QR Code scans

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.  

Delivery:  Campaign  Success

Example  Campaign:  Smithsonian

2D Code scan leads to integration with camera, social media, email, mobile apps, mobile web, mobile messaging – exemplifying cross-channel communication.

Key  TakeawaysDesign

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  conversa0on  rather  than  as  a  sole  aWempt  to  spark  some  interest.

DeploymentMaximize  effec0veness  and  engagement  by  including  op0ons  for  all  mobile  phone  users  and  incen0vizing  par0cipa0on.    

DeliveryUnderstand  what  data  you  need  and  how  it  fits  in  with  your  marke0ng  goals.

Any  Ques=ons?

For  more  informa0on  visit  www.waterfall.com

Or  contact  us  directly:  marke0ng@waterfall.com

You  can  download  our  QR  code  eBook  from  our  blog  @  waterfall.com/blog/