1. Ge#ng
It
Right*
in
Mobile
Kane
Russell,
VP
of
Marke2ng
Waterfall
*Pushing
Interac0on
Beyond
The
One-­‐off
Model
with
2D
and
QR
Codes

2. 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

3. Reference
Clients
&
Brand
Campaigns

4. ๏ 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

5. 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

6. ๏ 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

7. 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

8. 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

9. 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.

10. 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

11. 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

12. Development:
User
Engagement
Why
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)
0
43
86
129
171
214
257
300
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

13. Deployment:
Audience

14. Deployment:
Audience
2008 Q2 2009 Q2 2010 Q2 2011 Q2
10% 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.

15. 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”

16. Deployment:
Example
CTA
(not
so
good)

17. Deployment:
Example
CTA
(improving)

18. Deployment:
Example
CTA
(right
idea)

19. Deployment:
Example
CTA
(cleaner)

20. Delivery:
Data
Capture
Data 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

21. 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

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

23. Key
Takeaways
Design
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.
Deployment
Maximize
effec0veness
and
engagement
by
including
op0ons
for
all
mobile
phone
users
and
incen0vizing
par0cipa0on.
Delivery
Understand
what
data
you
need
and
how
it
fits
in
with
your
marke0ng
goals.

24. 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/