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Mobile’s Brave New World for Search and Social Marketers

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Slides from the presentation by Brian Klais from Pure Oxygen at Social Media Breakfast - Madison, September 19th, 2012.
Here is the link to the Prezi presentation that preceded this: http://goo.gl/1et1c

Published in: Technology, Design

Mobile’s Brave New World for Search and Social Marketers

  1. www.pureoxygenlabs.com
  2. About BrianSearch and Mobile Marketing Expert Founder of Pure Oxygen Labs Strategist, Speaker, ColumnistPrior Product VP / COO Netconcepts Launched Enterprise SEO Automation Led firm to M&A with Covario in 2010 www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  3. About Pure OxygenRocket Fuel for Multi-Device Marketers:  Higher Search rankings  More App downloads  Greater Social Engagement  Enhanced QR performanceSubject Matter Experts: www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  4. www.pureoxygenlabs.com
  5. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  6. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  7. www.pureoxygenlabs.com
  8. 100M US Market. Growing at 50% 66% 55%www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  9. 40M US Tablets. Growing at 100% Source: comScore, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  10. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012 Image source: bradfrostweb.com, 2012
  11. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012 Image source: bradfrostweb.com, 2012
  12. 55-35-10 Market Sharewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  13. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  14. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  15. The Digital World At Our Fingertipswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  16. We Search for Valuewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  17. We Act More Immediatelywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  18. We Engage More Socially• Mobile devices drive 55% of Facebook traffic and over 55% of Twitter’s• Facebook is most popular app across iOS and Android deviceswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  19. We Consume TV Differently• 84% of smartphone owners use while watching TV• 58% of tablet owners use it to "watch TV" in the homewww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  20. We Shop Smarter Source: thinkwithgoogle.com, 2012www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  21. We Abandon More Easilywww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  22. Across Apps and Web Source: thinkwithgoogle.com, 2012 “Customers dont distinguish between mobile web or app. They must be connected.” -Chris Payne, VP eBay North America, 2011www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  23. Web Marketing: Linearwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  24. Mobile Marketing: 3D Matrixwww.pureoxygenlabs.com
  25. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  26. Keys to Defeat the Matrix#Dominate Mobile Search#Connect Web and Apps#Link Physical and Digital www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  27. Dominate Mobile Searchwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  28. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  29. Dominate Mobile SearchInformation Architecture  Conditional redirect deep pages  Use flat, static keyword URLs  Keyword rich title tags www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  30. Dominate Mobile SearchMobile Channels Deep “m.” Pages Deep Desktop Links Free Mobile Site Analysis: http://po2.co/msa www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  31. Dominate Mobile SearchMobile Content  Relevant page copy  Good use of tags (H1, etc)  Crawlable UGC reviewsMobile Links  Internally linked content  Optimal anchor text www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  32. Dominate Mobile Searchwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  33. Dominate Mobile SearchTips for ranking your Facebook on Page 1:  Read more: http://po2.co/optimizefb  Social profiles have supermassive link equity  Check your profile‟s PageRank score: http://www.prchecker.info/check_page_rank.php  Avoid linking solely through this icon   Consider adding 1-2 keywords to profile • Optimize page title and heading tag  Add good keywords in Facebook „About‟ fields  Include brand in anchor text links to your profile  Link from other social profiles  Link using redirect tracking links • Tracks crawl and click activity between social profiles www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  34. Dominate Mobile Searchwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  35. Dominate Mobile SearchTips for ranking your Apps on Page 1:  App pages have supermassive link equity  Feature brand prominently in app name  Avoid linking solely through app icons  Link to profile from home page or footer  Include brand name in anchor text  Cross-promote to mobile users  Optimize press releases  Read more: http://po2.co/app-seo www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  36. Dominate Mobile Searchwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  37. Dominate Mobile SearchDon‟t forget about Local listings  Claim and optimize business profiles  Google Places/Maps and Bing Maps  Optimize for social networks that provide location info through apps • Facebook Places • Foursquare • Urban Spoon/Yelp www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  38. Connect Web and Appswww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  39. Connect Web and Apps 20x 4x 4xwww.pureoxygenlabs.com
  40. Connect Web and Apps Device OS If app‟s installed… If not installed…www.pureoxygenlabs.com
  41. Connect Web and AppsURL scheme protocols for social apps:  Facebook -> fb:// • Eg fb://profile/144138275637883  Twitter -> twitter:// • Eg twitter://user?screen_name=CNN  Foursquare -> foursquare://  Pinterest -> pinterest://  Yelp -> yelp://  Read more: http://po2.co/appurls www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  42. Connect Web and AppsLink iPhones / Androids into social app profiles  Learn your profile‟s URL within the app  Link mobile users to this URL  If app is not installed, send to mobile web page  See example: http://po2.co/fbMeasure clicks and engagement by deviceGenerate your app-aware Facebook URL:  Type http://twurl.co/facebook/{yourhandle} www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  43. Connect Web and Apps Device-Type Facebook app Mobile webTwURL for Facebook:facebook.twurl.co/mms Smartphone Tablet Desktop web Desktop www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  44. Link Physical and Digital Pure Oxygen Labs LLC © 2012www.pureoxygenlabs.com
  45. Link Physical and Digitalwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  46. Link Physical and DigitalAim to provide value-added shortcuts  Video content  Download apps  Like/follow social profiles  Access ratings and reviews  Connect to maps/directions www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  47. Link Physical and Digitalwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  48. Link Physical and DigitalBigger bolder pixels are betterUse low density codes (21x21, 25x25)  Easier for more phones to read  Works from greater distances  Can be displayed in less real estateCompress URLs to <30 characters  Strip out unnecessary URL information  Use abbreviated TLDs if necessary  Use the lowest EC (error correction) settings  Free QR generation guide: http://po2.co/qr- guide www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  49. Link Physical and Digital URL Input Error Correction QR Output 21URL: http://xyz.co/aSize: 15 characters 7% 21 25 15% 25 25% 29 30% 29 Pure Oxygen Labs LLC © 2012 www.pureoxygenlabs.com
  50. Link Physical and DigitalBrand QR links without “bloating” QR  Secures the click decision  Avoid concerns of QR malware  Increase user confidence • eg http://qr.domain.com/pathEncourages repeat clicks  Makes QR URLs recognizable in QR browser history www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  51. Link Physical and DigitalTrack your QR results wisely  Tell your QR what data to feed site analytics  Without tags, QR visitors anonymous  Avoid QR bloat: append tags after redirectMeasure and analyze QR performance  Use redirect tracking links for 3rd party sites • Facebook, Foursquare, Android, iTunes, etc.  Analyze scans by campaign, device, geo www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  52. Link Physical and Digital41 21 41 21 1) Desktop website URL: QR-Optimized URL: http://www.fedex.com http://fedex.com/qr2 2) Directory info: /us/ecommerce/index.html 3) Tracking tags: ?cmp=PAC-wecom-qr2-post www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  53. Link Physical and DigitalOptimize the Landing  Marketing needs control over QR links • Dead QR URLs are source of QR fail • Use dynamic QRs to update as needed  Deliver optimal user experience by device, by OS, or by geography • Route each device type to the appropriate app for their OS version • Segment tablet and smartphones to open social apps vs social web www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  54. Link Physical and Digital Device/OS Landing PageYola‟s Café App:yolas.twurl.co/apps iOS Android Others www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  55. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  56. www.pureoxygenlabs.com
  57. www.pureoxygenlabs.com
  58. www.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012
  59. www.pureoxygenlabs.com
  60. Thank You Brian Klais | Founder, CEO Pure Oxygen | @BrianKlais brian@pureoxygenlabs.com List of links: http://po2.co/SMBwww.pureoxygenlabs.com Pure Oxygen Labs LLC © 2012

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