Beyond the Sweet 164 Keys to Advancing & Winning Mobile Madness  @BrianKlais  Founder  Pure Oxygen Labs                   ...
New York | March 19–23, 2012 | #sesny                         @BrianKlais
New York | March 19–23, 2012 | #sesny                          @BrianKlais                              Image source:     ...
New York | March 19–23, 2012 | #sesny                          @BrianKlais                              Image source:     ...
New York | March 19–23, 2012 | #sesny                         @BrianKlais
New York | March 19–23, 2012 | #sesnyWeb Marketing: Linear                                         @BrianKlais
New York | March 19–23, 2012 | #sesnyMobile Marketing: Matrix                                           @BrianKlais
New York | March 19–23, 2012 | #sesny                         @BrianKlais
New York | March 19–23, 2012 | #sesny                  #1: Be Aggressive on Defense•   Page 2 of Mobile SERPs? Doesn’t exi...
New York | March 19–23, 2012 | #sesny#1: Be Aggressive on Defense                                             @BrianKlais
New York | March 19–23, 2012 | #sesny                   #2: Play Disruptive Offense•   Mobile consumers want shortcuts•   ...
New York | March 19–23, 2012 | #sesny      #2: Play Disruptive OffenseAsk not what QR can do for you…Ask what QR can do fo...
New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense                                    Source: Competitrack, ...
New York | March 19–23, 2012 | #sesny                         @BrianKlais
New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense  P              PProduct mobilePrice   QR are     links  ...
New York | March 19–23, 2012 | #sesny                     #2: Play Disruptive Offense                                     ...
New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense                                             @BrianKlais
New York | March 19–23, 2012 | #sesny                    #3: Get Fans in the Game•   Mobile: 50% of Facebook; 55% of Twitt...
New York | March 19–23, 2012 | #sesny#3: Get Fans in the Game                                           @BrianKlais
New York | March 19–23, 2012 | #sesny                       #3: Get Fans in the Game•   Integrate URL schemes (and QR!)   ...
New York | March 19–23, 2012 | #sesny                   #4: Make Every Shot Count•   Mobile is under-resourced•   Direct i...
New York | March 19–23, 2012 | #sesny#4: Make Every Shot Count                                           @BrianKlais
New York | March 19–23, 2012 | #sesny                    #4: Make Every Shot Count•   Solve for “app-tribution”     – Seed...
New York | March 19–23, 2012 | #sesny#4: Make Every Shot Count                                           @BrianKlais
New York | March 19–23, 2012 | #sesny        Think Mobile First               DiscoveryMeasurement                Accessib...
New York | March 19–23, 2012 | #sesnyCreate Disruption                                        @BrianKlais
New York | March 19–23, 2012 | #sesny                       About Pure Oxygen•   Performance-Based Mobile Marketing Lab   ...
New York | March 19–23, 2012 | #sesny              Get It To Go!                              Like us on Facebook app@Pure...
New York | March 19–23, 2012 | #sesny                         @BrianKlais
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Beyond the Sweet 16: 4 Keys to Advancing and Winning Mobile Madness [#SESNY]

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Brian Klais' presentation from Search Engine Strategies New York on the Advanced Mobile Marketing panel March 22, 2012

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Beyond the Sweet 16: 4 Keys to Advancing and Winning Mobile Madness [#SESNY]

  1. 1. Beyond the Sweet 164 Keys to Advancing & Winning Mobile Madness @BrianKlais Founder Pure Oxygen Labs New York | March 19–23
  2. 2. New York | March 19–23, 2012 | #sesny @BrianKlais
  3. 3. New York | March 19–23, 2012 | #sesny @BrianKlais Image source: bradfrostweb.com, 2012
  4. 4. New York | March 19–23, 2012 | #sesny @BrianKlais Image source: bradfrostweb.com, 2012
  5. 5. New York | March 19–23, 2012 | #sesny @BrianKlais
  6. 6. New York | March 19–23, 2012 | #sesnyWeb Marketing: Linear @BrianKlais
  7. 7. New York | March 19–23, 2012 | #sesnyMobile Marketing: Matrix @BrianKlais
  8. 8. New York | March 19–23, 2012 | #sesny @BrianKlais
  9. 9. New York | March 19–23, 2012 | #sesny #1: Be Aggressive on Defense• Page 2 of Mobile SERPs? Doesn’t exist• Full-court press on Page 1 of Mobile SERPs• Make apps visible on brand queries – Feature brand prominently in app name – Link to profile from home page or footer – Include brand name in anchor text – Never just link through “app store” graphics – Cross-promote to mobile users – Optimize press releases• Target your social profiles next @BrianKlais
  10. 10. New York | March 19–23, 2012 | #sesny#1: Be Aggressive on Defense @BrianKlais
  11. 11. New York | March 19–23, 2012 | #sesny #2: Play Disruptive Offense• Mobile consumers want shortcuts• QR is mobile link building• Start linking physical with digital: – Product: description, reviews, pricing – Social profiles: check-in’s, likes, tweets – Maps: locations, directions – App: downloads, deep access – Videos @BrianKlais
  12. 12. New York | March 19–23, 2012 | #sesny #2: Play Disruptive OffenseAsk not what QR can do for you…Ask what QR can do for your users @BrianKlais
  13. 13. New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense Source: Competitrack, 2012 @BrianKlais
  14. 14. New York | March 19–23, 2012 | #sesny @BrianKlais
  15. 15. New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense P PProduct mobilePrice QR are links P P Place Promotion @BrianKlais
  16. 16. New York | March 19–23, 2012 | #sesny #2: Play Disruptive Offense 21• Keys to great QR execution: 21 – Clear call to action – URL smaller than 25 characters 25 – Never cram tracking params into URL – Strip superfluous characters like ‘www’ 25 – Brand the URL (qr.walmart.com) 29 – Maintain control of QR destination – Be device-specific and app-aware 29 – Lead users to mobile friendly content @BrianKlais
  17. 17. New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense @BrianKlais
  18. 18. New York | March 19–23, 2012 | #sesny #3: Get Fans in the Game• Mobile: 50% of Facebook; 55% of Twitter• Facebook #1 most popular mobile app• Help consumers engage on mobile apps: – From campaigns, site, emails, signage• Mobile web users forced to type a login – Usually not signed-in – 90% abandon login forms• Embedded browsers launch new sessions – eg: QR readers, Twitter, Facebook, etc @BrianKlais – No prior session data cached
  19. 19. New York | March 19–23, 2012 | #sesny#3: Get Fans in the Game @BrianKlais
  20. 20. New York | March 19–23, 2012 | #sesny #3: Get Fans in the Game• Integrate URL schemes (and QR!) – Use UA to segment device (mobile vs tablet vs desktop) – Use UA to segment OS (iOS vs Android vs Blackberry) – Detect if appropriate app is installed – Use URL schemes to launch in-app “landing pages” – eg “fb://” or “twitter://”• Caveats: – All users won’t have the app installed – Some apps use URL schemes inconsistently – Each OS handles errors differently @BrianKlais
  21. 21. New York | March 19–23, 2012 | #sesny #4: Make Every Shot Count• Mobile is under-resourced• Direct is getting too much credit• Apps don’t pass “referrer” traffic data – Web analytics unable to see source• QR codes are unrecognized as source• Embedded browsers = new sessions – Ex: QR readers, Twitter, Facebook – No data cached for personalization @BrianKlais
  22. 22. New York | March 19–23, 2012 | #sesny#4: Make Every Shot Count @BrianKlais
  23. 23. New York | March 19–23, 2012 | #sesny #4: Make Every Shot Count• Solve for “app-tribution” – Seed inbound/outbound profiles with “tracking” links – These should be branded – Ex 1: http://maps.yourdomain.com/newyork – Ex 2: http://yourdomain.com/facebook – Redirect inbound with tracking parameters appended – Redirect outbound (profiles, apps) as well• Start counting off-site mobile clicks, crawler stats @BrianKlais
  24. 24. New York | March 19–23, 2012 | #sesny#4: Make Every Shot Count @BrianKlais
  25. 25. New York | March 19–23, 2012 | #sesny Think Mobile First DiscoveryMeasurement Accessibility Engagement @BrianKlais
  26. 26. New York | March 19–23, 2012 | #sesnyCreate Disruption @BrianKlais
  27. 27. New York | March 19–23, 2012 | #sesny About Pure Oxygen• Performance-Based Mobile Marketing Lab – Mobile Search, Social, Apps, & QR Optimization – URL Management SaaS Platform (beta)• Founded 2011 – Pioneers in Enterprise SEO Automation – Co-founder Exec Netconcepts / Covario @BrianKlais
  28. 28. New York | March 19–23, 2012 | #sesny Get It To Go! Like us on Facebook app@PureO2Labspo2.co/Facebookpo2.co/GooglePlusbrian@pureoxygenlabs.com @BrianKlais
  29. 29. New York | March 19–23, 2012 | #sesny @BrianKlais

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