the social-mobile web: how to crush your local competition (emily grossman zenith 2015)

@goutaste at #Zenith2015

The Mobile-‐Social Web: How To Crush Local Compe99on



Now with more apps!



That’s me!

Now with more apps!



That’s me!

Now with more apps!

This, Too!

@goutaste

Find Me AllThePlaces!

+EmilyGrossman

facebook.com/mobilemoxie

[email protected]

I hang out here a lot

I stalk people here

We geek out on Mobile Here

For the shy folks…

In 2014, we spent more :me on mobile devices than on desktop. @goutaste at #Zenith2015

The Rise of Mobile

57% 3%

526 million monthly ac:ve users access Facebook solely from their mobile devices @goutaste at #Zenith2015

Mobile-‐Only Users


Mobile-‐Only Users

Mobile users expect a seamless and consistent mul:-‐plaLorm experience. @goutaste at #Zenith2015

Mul9-‐PlaPorm

Mobile Users expect a seamless and

consistent Multi-Platform experience.

Mobile users expect a seamless and consistent mul:-‐plaLorm experience. @goutaste at #Zenith2015

Mul9-‐PlaPorm

Mobile Users expect a personalized and localized experience. @goutaste at #Zenith2015

Personalized and Localized

Mobile Users expect a Personalized and

Localized experience.

Mobile users have a low tolerance for error. 57% abandon a website if it takes >3 seconds to load. @goutaste at #Zenith2015

LiRle Pa9ence for Error

Mobile Users have a Low Tolerance for

Error.

57% 30%

will abandon your website if it takes more than 3 seconds to load

will abandon a purchase transac:on if the shopping cart isn't op:mized for mobile

Pure-‐Play Mobile Social


People spend almost as much :me on Facebook’s app as they do browsing mobile websites. @goutaste at #Zenith2015

Apps VS. Web

Time Spent on iOS and Android Connected

Devices

Social Media apps account for 31% of all :me spend on iOS and Android connected devices. @goutaste at #Zenith2015

Apps VS. Web

Time Spent on iOS and Android Connected

Devices

Social Apps 31%


Apps VS. Web: Subtle UX Differences Twitter Web Twitter App


Apps VS. Web: Subtle UX Differences Facebook App Facebook WEB

You have to test your website performance within the social app browser – not just mobile web. @goutaste at #Zenith2015

Apps VS. Web: Subtle UX Differences Facebook App Facebook WEB

Instagram’s core features are only accessible from the app. @goutaste at #Zenith2015

Apps VS. Web: Subtle UX Differences

Instagram App Instagram Web

Instagram Web: ü  Can Like ü  Can comment ü  Can Follow ü  Can Edit profile ü  Can View News Feed X  Can’t Upload photos

Facebook Call-‐To-‐Ac9on


Facebook Call-‐To-‐Ac9on •  Book Now •  Contact Us •  Use App •  Play Game •  Shop Now •  Sign Up •  Watch Video


Crea9ng Facebook CTAs


Target Mobile Users with Deep Linking


What is Deep Linking?


Deep Linking Examples in Social


Deep Linking – 3rd Party App


Without Deferred Deep Linking


With Deferred Deep Linking


Deferred Deep Linking -‐ Facebook Posts

App Store App Medium App Facebook App


Deferred Deep Linking -‐ Facebook Posts


App Store App Medium App Facebook App

Deferred Deep Linking


Android Deferred Deep Linking


Android: You can pass campaign data through Google Play Store

iOS Deferred Deep Linking – Finger-‐Prin9ng


Collect User Fingerprint

Collect User Fingerprint, And Match

FingerPrinting on iOS: ü  Time & Language ü  IP Address ü  Screen Size & Color Depth ü  OS Version ü  Device Type

iOS Deferred Deep Linking – Finger-‐Prin9ng


Collect User Fingerprint

Collect User Fingerprint, And Match

FingerPrinting on iOS: ü  Time & Language ü  IP Address ü  Screen Size & Color Depth ü  OS Version ü  Device Type

Beware fingerprin:ng collisions!

App Links – Deferred Deep Linking on Facebook

Set Up App Links: 1.  A custom URL that will be

used to launch your app. 2.  The app store ID / package

that will handle the content. 3.  The app name that will handle

the content. The metadata is added to your web page's <head> tag. The full list of op9ons is documented at applinks.org.


Facebook Deep Link Debugging

Check App Links with Open Graph Object Debugger: bit.ly/og-‐debugger. @goutaste at #Zenith2015


Deep Linking on TwiRer


‘Pinned’ Apps – Deep Links on TwiRer


Local Social


Foursquare is… Dead?

Foursquare is not a Social Network. It is a loca:on layer for the Internet. @goutaste at #Zenith2015

Foursquare is… an API

Coming Soon to Twitter!


Instagram uses “Facebook Places” via Graph API


+ More Social & Loca9on APIs!

ü  Facebook Places (Through Open Graph API) ü  Google Places API ü  YELP API ü  Instagram API

(Photos)


Facebook, Yelp, Insta Check-‐Ins Are Where It’s At


You Can Even Facebook Your Yelp Check-‐In


You Can Even Facebook Your Yelp Check-‐In

Now that’s meta…


Get Your Business on the APIs that Support Loca9on To Allow Users to Check-‐In From Any Social Network

CLAIM Your Business Location on: ü  Foursquare ü  Facebook Places (via Pages) ü  Google Places (via Google My Biz) ü  YELP


More Check-‐Ins = More Loca9on Targe9ng

‘Near me’ searches have increased 34X since 2011. 80% of demand comes from mobile. @goutaste at #Zenith2015

Mobile is the BaRle Field

“Google search interest in 'near me' has increased 34 :mes since 2011 and nearly doubled since last year. The vast majority come from mobile —

80% in Q4 2014.” -‐Mam Lawson, Google


Facebook Check-‐Ins on Mobile Ins9gate “Place Tips”


New: Background Geo-‐loca9on Can Also Prompt “Place Tips”

ü  iPhone App Only

ü  Uses Location Services

ü  Experimenting with iBeacons

Place Tips are like Facebook’s Knowledge Graph. @goutaste at #Zenith2015

“Place Tips”

FB users can bookmark events or like menu items right from Place Tips interface. @goutaste at #Zenith2015

“Place Tips”

Menu Items

Events UGC

You are already ‘signed up’ for Place Tips. No separate service or app. @goutaste at #Zenith2015

“Place Tips”

Passive Use Case

Place Tips content has the power to create intent. @goutaste at #Zenith2015

“Place Tips”

Creates Intent!

Nearby Places rankings are impacted by your loca:on but also friends check-‐ins and reviews @goutaste at #Zenith2015

Passive Loca9on Targe9ng: Facebook “Nearby Places”

Oh Nice! Andra Likes This Place And it’s Close

And Britt Likes this Place


Passive Loca9on Targe9ng Strategy: Incen9vize Check-‐Ins – Free Wifi


Ac9ve Loca9on Targe9ng: Facebook Ads


iOS Lock Screen No9fica9ons – Nearby Apps

iOS Passbook Integra9on with Eventbrite

You don’t have to be a big brand or even have an app to take advantage of Passbook. Leverage Eventbrite & loca:on services. @goutaste at #Zenith2015

iOS Passbook Integra9on with Eventbrite


Use Eventbrite link here

You can Still Make FB Event (Optimize for ‘place tips’)


Social Payments


Social Payments – All About the Data


Social Payments – Leverage Venmo for Business


Facebook Messenger for Business


Image Social

The fastest growing social networks are based on visuals -‐ @goutaste at #Zenith2015

Visual Networks on the Rise

Top Social Platforms:

Growth in Members and Active Users

During 2014

Pinterest Reached 17 million Monthly Ac:ve Users in 9 months. It took Twimer 22. @goutaste at #Zenith2015

Pinterest Growth

Pinterest Reached 17m Monthly Active Users in 9 months.

It took Twitter 22.

Instagram has surpassed Twimer in Monthly Ac:ve Users. @goutaste at #Zenith2015

Instagram Growth

Instagram vs. Twitter:

Monthly Active Users

There is limle to no correla:on between Tweets and people actually reading. @goutaste at #Zenith2015

We Live in a Fast, Digital World

We don’t even have :me to read the ar:cles we share -‐ @goutaste at #Zenith2015

We Live in a Fast, Digital World

Reading? Ain’t Nobody Got Time For That.

(BRB Tweeting This Article)

Visuals are processed 60,000 :mes faster in the brain than text -‐ @goutaste at #Zenith2015

Our Brains Process Visuals Faster

We perceive visuals to be more accurate and trustworthy -‐ @goutaste at #Zenith2015

Visuals are Persuasive


Only 34% of Marketers Currently Use Instagram


Growth by Industry

Pinterest is all about cura:on. Instagram is all about UGC. @goutaste at #Zenith2015

Pinterest vs. Instagram Use Cases

300 lunch recipes I or someone else might like to make

What I am about to eat for lunch today

Visual Social Networks are aspira:onal. They show more about who we want to be than who we are. @goutaste at #Zenith2015

Pinterest vs. Instagram Use Cases

300 healthy recipes I would make if I had more :me

Carefully selected accessories show I’m cool


Visual Content Discovery

Geo-Tagging

Hashtags

Keyword-rich Text

Instagram Geo-‐Tagging

15 – 25% of Instagram users geo-‐tag their photo. @goutaste at #Zenith2015

In April 2013:

15 to 25% of Instagram users were geo•tagging their photos


Loca9on Spoofing •  Android Loca:on

Spoofer

•  iOS harder… edit photos’ exif data:

bit.ly/koredoko-‐app


Hack Geo-‐Tagging

Drives to Website

Via URL or Directing to

Bio

Target Users by Geo-‐Loca9on Sniffing geofeedia.com

worldc.am


Pinterest Geo-‐Tagging


Pinterest Geo-‐Tagging (Boards)



Social Media Professionals say

“Pinterest is the New Google”

Really?!


But Pinterest is notsogood at search…

Really?!


Op9mize Your Pinterest Profile •  Separate out keywords

•  Include keywords or

loca:on in your business name

(Help a Pinterest out)

(you really gotta spell it out for them…)


Op9mize Your Boards •  Set up Boards using your city name (ie “Duluth”), and name a Board axer your business type, products or services. –  “Duluth Restaurant” –  “Duluth Cakes” –  “Duluth Real Estate”

Keep your board :tles under 34 characters if you want them to appear in a Title Tag -‐ @goutaste at #Zenith2015

Op9mize Your Boards (SEO Value) •  Pinterest boards can rank on the 1st page of Google

•  Board Titles appear in Title Tags Think about Character Limits (57 characters – “on Pinterest” – “| ### Pins” = ~34 characters) 4

Pinterest Boards can beat out Local Packs! -‐ @goutaste at #Zenith2015

Op9mize Your Boards (SEO Value)

Beats Yelp!

And Local Packs!

Pinterest handles deferred deep linking like a boss! -‐ @goutaste at #Zenith2015

Op9mize Your Boards (SEO Value)


Op9mize Your Pins

ü  Keyword-Targeted Descriptions ü  Taller images = more re-pinnable ü  Check Your Links for deleted or

expired pages. 404 errors hurt Your site’s search ranking and Frustrate Customers.

Keyword Op:mized Pins can dominate Image Search. @goutaste at #Zenith2015

Op9mize Your Pins (SEO Value)


Snapchat


Snapchat for Exclusivity & Brand Personaliza9on

Everyone wants to be in the

in-Crowd


But It Doesn’t Stand Alone…


Everlane Leverages TwiRer


Sephora Leverages Instagram


Use Snapchat for Flash Sales


Video Social


Video is Visual on Ultra-‐Lazy Brain Mode


YouTube


YouTube is the 2nd Most Used Smartphone App


YouTube is the 2nd Most Used Smartphone App

200 million MOBILE YouTube playbacks EVERY DAY


YouTube n. Google+


YouTube n. Google Play


YouTube n. GoogleNow


Meerkat & Periscope – Live Stream Video Apps


Meerkat vs. Periscope


Real Estate


Behind the Scenes (Miami Dolphins)


Starbucks


Barkbox


Mountain Dew


Integrates With Your PR Strategy

@goutaste

Thank You!

+EmilyGrossman

facebook.com/mobilemoxie

[email protected]

I hang out here a lot

I stalk people here

For the shy folks…

We geek out on Mobile Here

the social-mobile web: how to crush your local competition (emily grossman zenith 2015)

Marketing

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