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

1. Beyond the Sweet 16
4 Keys to Advancing & Winning Mobile Madness
@BrianKlais
Founder
Pure Oxygen Labs
New York | March 19–23

2. New York | March 19–23, 2012 | #sesny
@BrianKlais

3. New York | March 19–23, 2012 | #sesny
@BrianKlais
Image source:
bradfrostweb.com, 2012

4. New York | March 19–23, 2012 | #sesny
@BrianKlais
Image source:
bradfrostweb.com, 2012

5. New York | March 19–23, 2012 | #sesny
@BrianKlais

6. New York | March 19–23, 2012 | #sesny
Web Marketing: Linear
@BrianKlais

7. New York | March 19–23, 2012 | #sesny
Mobile Marketing: Matrix
@BrianKlais

8. New York | March 19–23, 2012 | #sesny
@BrianKlais

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. New York | March 19–23, 2012 | #sesny
#1: Be Aggressive on Defense
@BrianKlais

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. New York | March 19–23, 2012 | #sesny
#2: Play Disruptive Offense
Ask not what QR can do for you…
Ask what QR can do for your users
@BrianKlais

13. New York | March 19–23, 2012 | #sesny
#2: Play Disruptive Offense
Source: Competitrack, 2012
@BrianKlais

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@BrianKlais

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#2: Play Disruptive Offense
P P
Product mobilePrice
QR are links
P P
Place Promotion
@BrianKlais

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. New York | March 19–23, 2012 | #sesny
#2: Play Disruptive Offense
@BrianKlais

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#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. New York | March 19–23, 2012 | #sesny
#3: Get Fans in the Game
@BrianKlais

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. 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. New York | March 19–23, 2012 | #sesny
#4: Make Every Shot Count
@BrianKlais

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. New York | March 19–23, 2012 | #sesny
#4: Make Every Shot Count
@BrianKlais

25. New York | March 19–23, 2012 | #sesny
Think Mobile First
Discovery
Measurement Accessibility
Engagement
@BrianKlais

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Create Disruption
@BrianKlais

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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. New York | March 19–23, 2012 | #sesny
Get It To Go!
Like us on Facebook app
@PureO2Labs
po2.co/Facebook
po2.co/GooglePlus
brian@pureoxygenlabs.com
@BrianKlais

29. New York | March 19–23, 2012 | #sesny
@BrianKlais