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Codis QR en la Comunicació d’empresa

Empresa i Emprenedoria Granollers
18. Nov 2014
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Codis QR en la Comunicació d’empresa

  1. 1 White Master Codis QR en la Comunicació d’empresa Jordi Caralt Desenvolupador Multimèdia Futura Interactive jordi.netau.net @jordicaralt jordi.caralt@futura-tc.es Copyright 2013 Jordi Caralt. All rights reserved.
  2. Codis QR. 22/02/2013 en la Comunicació d’empresa Continguts 2 Copyright 2012 Jordi Caralt. All rights reserved. 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. jordi.netau.net Copyright 2012 Jordi Caralt. All rights reserved. 3
  4. 4 Continguts Copyright 2012 Jordi Caralt. All rights reserved. 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
  5. Introducció Copyright 2012 Jordi Caralt. All rights reserved. 5
  6. 6 Introducció Copyright 2012 Jordi Caralt. All rights reserved. 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)
  7. 7 Finalitat Copyright 2012 Jordi Caralt. All rights reserved. Promocional, de màrqueting o publicitària Cupons o tiquets i han de ser validats o canviats en un punt de venda. Utilitzats en processos industrials com identificació, logística, gestió de flotes o traçabilitat. Pagaments Mòvils www.aecoc.es (standard España)
  8. 8 Aplicacions Copyright 2012 Jordi Caralt. All rights reserved. Packaging del productE. Materials impressos. En Tv. En valles publicitàries. En internet. Altres: menjar, roba, pantalles, web, etc.
  9. 9 Funcions Copyright 2012 Jordi Caralt. All rights reserved. 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
  10. 10 Claus de l’exit Copyright 2012 Jordi Caralt. All rights reserved. 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.
  11. 11 Claus de l’exit Copyright 2012 Jordi Caralt. All rights reserved.
  12. 1. Què són Copyright 2012 Jordi Caralt. All rights reserved. 12
  13. Què són, origen, tipus, evolució 13 Copyright 2012 Jordi Caralt. All rights reserved. Evolució dels codis 1D QR = Quick Response Patent no exercida (Denso-Wave - Toyota) Interpretats no només per scanners Autogenerables Poden contenir més informació
  14. 14 Funcionament Copyright 2012 Jordi Caralt. All rights reserved.
  15. 1. Lliures - Propietaris 2. Autogenerables - Generats per tercers 15 Tipus de codis 2D (BiDi) Copyright 2012 Jordi Caralt. All rights reserved.
  16. 16 ¿Què aporten? Simplifica interacció amb smartphones Redueix errors tecleig Afavoreix consultes/consum per impuls Mètrica i conversió del món real Implementació a cost 0 (o quasi) Vincle món físics amb internet
  17. Característiques Copyright 2012 Jordi Caralt. All rights reserved. 17
  18. Característiques tècniques 18 Copyright 2012 Jordi Caralt. All rights reserved. 7,089 Números 4,296 Alfanumèrics Capacitat 1,817 Kanji/Kana
  19. 19 Decisions prèvies Copyright 2012 Jordi Caralt. All rights reserved. Denso Wave – Patent alliberada (www.denso-wave.com) www.qrcode.com “QR Code is a registered trademark of DENSO WAVE Patents INCORPORATED. “
  20. 20 Normes Color / Contrast Copyright 2012 Jordi Caralt. All rights reserved. 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
  21. 21 Estructura Copyright 2012 Jordi Caralt. All rights reserved.
  22. 22 Normes Llegibilitat Copyright 2012 Jordi Caralt. All rights reserved. Tamany Contrast QR amb la base Òptica del telèfon (macro) Llum ambient Angle Nivell de curvatura superfície
  23. 23 Personalització Copyright 2012 Jordi Caralt. All rights reserved.
  24. 3. Lectura Copyright 2012 Jordi Caralt. All rights reserved. 24
  25. 25 Requisits per escanejar Copyright 2012 Jordi Caralt. All rights reserved. Smartphone = Scanner Smartphone amb càmara Software apropiat (app)
  26. Webs generadores 26 Apps per escanejar Copyright 2012 Jordi Caralt. All rights reserved. qrcode.kaywa.com qrcode.es/es/generador-qr-code/ http://goqr.me/ visualead.com/
  27. 27 Seguiment de campanyes Copyright 2012 Jordi Caralt. All rights reserved. 2d-code.co.uk/qr-code-management- systems/
  28. 28 7 claus Copyright 2012 Jordi Caralt. All rights reserved. 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
  29. 6. Estratègia Copyright 2012 Jordi Caralt. All rights reserved. 29
  30. 30 Estratègia Copyright 2012 Jordi Caralt. All rights reserved. Profunditat Consulta Profunditat Interacció Món real Xarxes socials Smartphone Packaging
  31. 31 Negoci (€) Agències Copyright 2012 Jordi Caralt. All rights reserved. Consultoria / Estratègia / Formació Analítiques / Mètriques Producció continguts associats Producció / Disseny
  32. 32 Negoci (€) in-house Copyright 2012 Jordi Caralt. All rights reserved. Venda directa Coneixement / informació Promoció Innovació / diferenciació
  33. 33 Negoci (€) in-house Copyright 2012 Jordi Caralt. All rights reserved. Venda directa Coneixement / informació Promoció Innovació / diferenciació
  34. 7. Casos d’èxit Copyright 2012 Jordi Caralt. All rights reserved. 34
  35. 35 Coca-Cola Copyright 2012 Jordi Caralt. All rights reserved. Solució: Quan els consumidors escanejaban els codis inserits en les llaunes, podien veure contingut relacionat amb la UEFA Euro 2012 i vídeos de la campanya relacionada en xarxes socials de Coca-Cola, entre altres coses. A més, va suposar la primera campanya massiva de codis a Espanya amb anuncis a televisió. 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. Punt de partida: Coca-Cola Espanya buscava innovar i fer alguna cosa diferent amb els seus consumidors amb vista al patrocini de la UEFA Euro 2012.
  36. IAB Inspirational 2011 36 Punt de partida: BtoB va voler patrocinar d'una manera diferent el festival Inspirational 2011 de IAB Spain, un dels esdeveniments de referència del sector de la comunicació digital. Copyright 2012 Jordi Caralt. All rights reserved. Solució: L'agència desenvolupament una app (disponible per iPhone i Android) anomenada Appescar amb la qual els assistents al Festival van poder fer networking i guanyar premis. Resultat: Aquesta aplicació va ser descarregada per un de cada quatre assistents. Amb ella, els 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.
  37. 37 Punt de partida: Budweiser volia compartir la seva història amb els seus clients a través de nous mètodes que mostressin "l'orgull, la passió i l'artesania que ha estat la columna vertebral de Budweiser durant generacions". Copyright 2012 Jordi Caralt. All rights reserved. Solució: Per a això, Budweiser utilitzà els codis QR integrats en els envasos dels productes per permetre als consumidors conèixer l'historial de la cervesa especifica que tenien entre les mans. Si s'escaneja el codi, l'usuari era redirigit a TrackYourBud.com o la descàrrega de l'aplicació. Alli, debian introduir la data d'elaboració que venia indicada en la seva cervesa. Resultat: Una experiència tan offline com beure una 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. Budweiser
  38. 38 Punt de partida: NRMA volia mostrar al públic que, a diferència d'altres companyies d'assegurances d'automòbils, ells si cobrien extres com els sistemes de so personalitzats. Copyright 2012 Jordi Caralt. All rights reserved. Solució: Per a això, van adaptar una parada d'autobús fora de l'estació de Wynyard a Sydney, Austràlia. La parada va ser equipada amb altaveus estèreo que reproduïen les pistes seleccionades pel públic a través d'una app que es descarregava mitjançant un codi QR 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 Seguros NRMA
  39. 39 Punt de partida: Heineken volia combinar en un festival de música una acció de màrqueting original, participativa i divertida que jugués amb l'ús del mòbil. Copyright 2012 Jordi Caralt. All rights reserved. Solució: Tots els assistents podien disposar del seu propi QR imprès i enganxat als seus cossos, de manera que quan es escanejava, donava informació sobre cada persona i sobre els seus gustos particulars. Similar a la identitat virtual en xarxes 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 Heineken
  40. 40 Punt de partida: Esquire volia donar als lectors de la coneguda revista més informació sobre articles de moda que apareixien en la secció "Col·lecció Esquire". Copyright 2012 Jordi Caralt. All rights reserved. Solució: Es van inserir codis en la mateixa revista per donar als lectors un menú d'opcions de cadascuna de les peces de roba, que permetien visitar la web del dissenyador, comprar el producte, subscriure a la revista o conèixer contingut 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 Esquire
  41. ? 41 Copyright 2012 Jordi Caralt. All rights reserved. Gràcies! jordi.caralt@futura-tc.es jordi.netau.net @jordicaralt

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