The document is a workshop presentation on mobile marketing for the real-time web, covering how to create apps, QR codes, short codes, and personalized URLs (PURLs). It provides step-by-step instructions, examples, and additional resources for each topic to enhance marketing strategies. Key takeaways emphasize creating engaging content, utilizing various mobile marketing tools, and the importance of analytics to measure success.

1. Mobile
Marke+ng
for
the
Real
Time
Web
Anthony
Joseph,
VP
of
Marke+ng,
Op+fy
Jennifer
Wong,
Digital
Solu+ons
Manager,
Op+fy

2. What
we’ll
cover
in
this
workshop
» How
to:
» Create
an
App
» Create
a
Quick
Response
(QR)
Code
» Create
a
Short
Code
» Create
a
pURL
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2

3. Agenda
» “How
to”
chapters
» Overview
» Steps
» Addi+onal
Resources
» Case
Study
» Recap
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3

4. 1.
HOW
TO
CREATE
AN
APP
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4

5. What
is
an
App?
An
app
typically
refers
to
soXware
used
on
a
smartphone
or
mobile
device
such
as
the
Android,
iPhone,
BlackBerry
or
iPad,
as
in
“mobile
app”
or
“iphone
app.”
How
To
Create
An
App
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5

6. Mobile
App
example
–
Hello
Vino
» hp://www.hellovino.com/
» Different
from
website
» Limited
images
>
fast
loading
» Clear
+
large
text
» Simple
design
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6

7. Did
you
know…
» More
than
five
billion
apps
were
downloaded
over
2010
» The
average
smartphone
user
spends
667
minutes
every
month
using
apps.
How
To
Create
An
App
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7

8. Register
for
an
account
How
To
Create
An
App
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8

9. Create
a
new
app
How
To
Create
An
App
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9

10. Enter
URL,
RSS
or
search
term
How
To
Create
An
App
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10

11. Choose
artwork
How
To
Create
An
App
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11

12. Populate
tabs
How
To
Create
An
App
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12

13. Add
a
custom
header
How
To
Create
An
App
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13

14. Fill
out
app
info
How
To
Create
An
App
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14

15. Publish
How
To
Create
An
App
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15

16. Upload
to
the
Android
market
How
To
Create
An
App
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16

17. Download
your
App
from
the
Android
market!
How
To
Create
An
App
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17

18. AddiRonal
Resources
» AppMakr:
hp://www.appmakr.com/
» App
building
tools:
hp://jenera+ony.com/mobile-­‐app-­‐creators/
» iOS
dev
center:
hp://developer.apple.com/devcenter/ios/index.ac+on
» Android
dev
guide:
hp://developer.android.com/guide/index.html
» Tools
to
create
an
App:
hp://techpp.com/2009/04/27/top-­‐10-­‐free-­‐tools-­‐to-­‐create-­‐rss-­‐for-­‐
any-­‐website-­‐2/
How
To
Create
An
App
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18

19. 2.
HOW
TO
CREATE
A
QR
CODE
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19

20. What
are
Quick
Response
(QR)
codes?
» QR
codes
are
2D
images
that
func+on
like
barcodes
on
packaged
products,
but
can
contain
MUCH
more
data
» The
informa+on
encoded
can
be
text,
URL,
phone
number,
SMS
message,
RSS
feed
or
other
kinds
of
data
» QR
codes
are
essen+ally
pointers
to
digital
content
and
capture
or
trigger
ac+ons
such
as
» A
link
to
a
website
» Ac+vate
phone
func+ons
including
email,
IM
and
SMS
» Connect
the
mobile
device
to
a
web
browser
on
the
phone
» QR
codes
are
read
by
“QR
Code
Reader”
soXware
or
phone
apps
» iPhone
Reader
>
i-­‐nigma
» Android
Reader
>
Barcode
Scanner
How
To
Create
A
QR
Code
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20

21. Why
use
QR
codes?
» Quick
and
easy
sharing
» Portability:
You
can
put
them
anywhere
» U+lity:
Share
large
amounts
of
content
at
the
right
+me
» Boost
Visibility:
SEO
and
SMO
» Social
Proof:
Quick
links
to
your
“authorita+ve
instance”
Scan
to
check
the
conference
agenda
» Analy+cs:
Calls
to
ac+on
How
To
Create
A
QR
Code
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21

22. How
to
create
a
QR
code
How
To
Create
A
QR
Code
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22

23. AddiRonal
Resources
» QR
code
generator:
hp://delivr.com/qr-­‐code-­‐generator
» QR
code
marke+ng
ideas:
hp://www.flyteblog.com/flyte/2011/03/50-­‐count-­‐em-­‐50-­‐
crea+ve-­‐uses-­‐of-­‐qr-­‐codes.html
» QR
codes
for
business:
hp://www.socialmediaexaminer.com/how-­‐qr-­‐codes-­‐can-­‐
grow-­‐your-­‐business/
» QR
code
readers:
hp://www.mobile-­‐barcodes.com/qr-­‐code-­‐soXware/
How
To
Create
A
QR
Code
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|
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23

24. 3.
HOW
TO
CREATE
A
SHORT
CODE
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24

25. What
is
a
short
code?
A
short
numeric
code
of
5
or
6
numbers
that
can
be
used
in
place
of
a
longer
phone
number
for
messaging.
Text
InterACT
to
69302
How
To
Create
A
Short
Code
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25

26. Why
a
short
code?
Since
the
codes
are
shorter,
they
are
easier
to
remember
and
u+lize,
especially
for
marke+ng
purposes
How
To
Create
A
Short
Code
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26

27. Register
How
To
Create
A
Short
Code
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27

28. Collect
contacts
How
To
Create
A
Short
Code
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28

29. AddiRonal
Resources
» Tools
to
create
short
code
campaigns:
hp://trumpia.com
,
www.textmarks.com
» Developer
tools
to
build
a
short
code:
hp://www.twilio.com/api/sms/short-­‐codes
» Own
or
rent
your
own
short
code:
hp://www.usshortcodes.com/csc_obtain_a_csc.html
How
To
Create
A
Short
Code
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|
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29

30. 4.
HOW
TO
CREATE
A
PURL
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30

31. What
is
a
pURL?
A
persistent
URL
is
a
web
page
or
microsite
that
is
tailored
to
an
individual
visitor
through
the
use
of
variable
fields
and
pages
that
are
linked
to
a
database
that
contains
informa+on
about
each
poten+al
visitor.
hp://www.example.com/John.Smith
How
To
Create
A
pURL
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31

32. Why
pURLs?
Create
a
unique
website
experience
for
each
visitor
with
content
that
is
relevant
and
interes+ng
to
increase
your
conversion
rate
How
To
Create
A
pURL
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32

33. Register
How
To
Create
A
pURL
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33

34. Create
a
new
campaign
How
To
Create
A
pURL
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34

35. Add
a
contact
How
To
Create
A
pURL
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35

36. Create
the
landing
page
How
To
Create
A
pURL
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36

37. AddiRonal
Resources
» pURL
generator:
hp://purlem.com/
» Don’t
make
these
pURL
marke+ng
mistakes:
hp://crossmedia.typepad.com/cross_media_11_marke+ng/
2009/01/top-­‐11-­‐purl-­‐campaign-­‐mistakes.html
» Should
you
use
pURL’s:
hp://www.asaecenter.org/wiki/?Page=Personalized%20URL
%20%28PURL%29%20Marke+ng
How
To
Create
A
pURL
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37

38. Wrap-­‐up:
MarkeRng
tacRcs
&
tools
» Define
your
goal
» Encourage
ac+ons
that
support
your
marke+ng
plan
» Give
instruc+ons
to
your
consumers.
Tell
them
what
they’re
going
to
get
for
‘playing’
» Give
reasons
to
come
back
» Implement
&
Deliver/Share
» Determine
technical
requirements
&
capability:
developer
vs.
3rd-­‐party
tool
» Assuage
the
fears
of
the
technically
challenged
» Provide
explana+ons
about
their
use
and
benefits
» Experiment,
Test
&
Measure
» Study
your
analy+cs
» Experiment
with
the
size,
loca+on,
and
color
of
your
QR
codes
» Refine
your
tac+cs
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38

39. Case
study
» Created
QR
code
with
offer
» Marketed
@
tradeshow
» Tracked
visitors
with
Op+fy
» Use
to
market
post-­‐event
» Learn
more:
hp://jenera+ony.com/mobile-­‐marke+ng-­‐roi-­‐qr-­‐code-­‐experiment/
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39

40. Recap:
Why
these
tacRcs?
» Connect
people
to
what’s
happening
around
them
» Help
people
find
info
that
relevant
to
them
in
real
+me
» It’s
fun
and
convenient
for
the
user
» Mobile
is
personal,
portable,
always
with
the
user
and
trackable
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40

41. Thank
you!
Anthony
Joseph
VP
of
Marke+ng,
Op+fy
anthony@op+fy.net
Jennifer
Wong
Digital
Solu+ons
Manager,
Op+fy
jennifer@op+fy.net
www.op+fy.net
@Jenera+onY
|
#InterACThandson
41