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

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

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

    • Beyond the Sweet 164 Keys to Advancing & Winning Mobile Madness @BrianKlais Founder Pure Oxygen Labs New York | March 19–23
    • New York | March 19–23, 2012 | #sesny @BrianKlais
    • New York | March 19–23, 2012 | #sesny @BrianKlais Image source: bradfrostweb.com, 2012
    • New York | March 19–23, 2012 | #sesny @BrianKlais Image source: bradfrostweb.com, 2012
    • 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 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
    • 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• 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
    • 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
    • New York | March 19–23, 2012 | #sesny#2: Play Disruptive Offense Source: Competitrack, 2012 @BrianKlais
    • 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 P P Place Promotion @BrianKlais
    • 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
    • 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 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
    • 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!) – 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
    • 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
    • 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 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
    • New York | March 19–23, 2012 | #sesny#4: Make Every Shot Count @BrianKlais
    • New York | March 19–23, 2012 | #sesny Think Mobile First DiscoveryMeasurement Accessibility Engagement @BrianKlais
    • New York | March 19–23, 2012 | #sesnyCreate Disruption @BrianKlais
    • 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
    • New York | March 19–23, 2012 | #sesny Get It To Go! Like us on Facebook app@PureO2Labspo2.co/Facebookpo2.co/GooglePlusbrian@pureoxygenlabs.com @BrianKlais
    • New York | March 19–23, 2012 | #sesny @BrianKlais