Mobile Search Marketing by Andrea Pernici | SemDays 2015
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Andrea Pernici Member of the Judges at EU Search Awards, 2015.
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Mobile Search Marketing by Andrea Pernici | SemDays 2015
- 1. @andreapernici Mobile Search Marketing promotion opportunities for your site and your application
- 3. I’M A DALMATIAN PELICAN LIVING NEAR THE IRON GATES AND I WILL TAKE CARE OF YOUR HOMEWORK
- 4. YOU WILL FIND ME IN THE TOP RIGHT CORNER OF EACH SLIDE WHEN MORE INFO ARE AVAILABLE ONLINE
- 5. FITI ATENTI, URMEAZA SA ÎNCEPEM!
- 11. THE SAME BUT DIFFERENT
- 13. HARD NUMBERS
- 14. HARD NUMBERS
- 18. GOOGLE SEARCH ORGANIC APP INDEXING …to ‘re-’ engage
- 20. …to re-engage GOOGLE SEARCH ORGANIC APP INDEXING API
- 21. “…you can ask it to assist you with whatever you’re doing—right in the moment, anywhere on your phone…” GOOGLE SEARCH ORGANIC NOW ON TAP
- 22. “…you can ask it to assist you with whatever you’re doing—right in the moment, anywhere on your phone…” +in-app voice search GOOGLE SEARCH ORGANIC NOW ON TAP
- 23. GOOGLE SEARCH ORGANIC APP ONE BOX/SEARCH
- 24. GOOGLE SEARCH ORGANIC APP SEARCH CONSOLE
- 25. GOOGLE NEWS
- 26. EMAIL MARKUP
- 27. GOOGLE SEARCH ORGANIC EMAIL MARKUP 2 3 GMAIL ACTIONS https://developers.google.com/schemas/gmail/actions ANSWERS IN GOOGLE SEARCH https://developers.google.com/schemas/search/answers 1 GOOGLE NOW https://developers.google.com/schemas/now/cards
- 28. 2 3 4 RESPECT BULK SENDING GUIDELINES AND MAKE SURE TO HAVE A GOOD REPUTATION https://support.google.com/mail/answer/81126?hl=en https://postmaster.google.com SEND A GOOD AMOUNT OF MAIL/DAY At least 100 per day to gmail addresses REGISTER https://developers.google.com/gmail/markup/registering-with-google 1 AUTHENTICATE MAIL THROUGH DKIM O SPF https://support.google.com/mail/answer/180707?hl=en# GOOGLE SEARCH ORGANIC EMAIL MARKUP
- 30. GOOGLE PAID SEARCH WE CAN PROMOTE PLACEs APPs WEBSITEs (OBVIOUSLY MOBILE-FRIENDLY)
- 31. GOOGLE PAID SEARCH MOBILE APP ADWORDS
- 32. GOOGLE PAID SEARCH CLICK 2 CALL ADWORDS
- 33. GOOGLE PAID SEARCH CLICK 2 CALL ADWORDS
- 34. COUNTDOWN CUSTOMIZER – link From a mobile perspective they can be combined in a very powerful way. You only need a little of immagination. GOOGLE PAID SEARCH DYNAMIC SEARCH ADS 2 3 1 INSERTING DYNAMIC CONTENT – link ANY OTHER BUSINESS
- 35. GOOGLE PAID SEARCH ADWORDS EXTENSIONS
- 36. GOOGLE PAID SEARCH ADWORDS EXTENSIONS (APP)
- 37. GOOGLE PAID SEARCH ADWORDS EXTENSIONS (CALL)
- 38. GOOGLE PAID SEARCH NATIVE GMAIL ADS YOU CAN PERSONALIZE IT INCREDIBILY. THE ADS IS IN FULL HTML AND YOU CAN INCLUDE VIDEO, TEXT, IMAGES.
- 39. THEN THEY MAKE THINGS LIKE…
- 40. GOOGLE LOCATION AWARE SEARCH https://www.seroundtable.com/google- mobile-search-location-aware-20428.html
- 41. GOOGLE MAPS POLL
- 42. GOOGLE MAPS ‘EXPLORE IN’
- 44. MAKE THEM FEEL GOOD
- 45. GOOGLE PLAY STORE ORGANIC ASO | App Store Optimization 1 2
- 46. GOOGLE PLAY STORE ORGANIC DEV CONSOLE A/B TEST
- 47. GOOGLE PLAY STORE ORGANIC DEV CONSOLE A/B TEST
- 48. GOOGLE PLAY STORE ORGANIC DEV CONSOLE CLOUD TEST
- 49. GOOGLE PLAY STORE ORGANIC NATIVE APP INSTALL BANNER
- 50. 2 3 4 LISTING PAGE ELEMENTS title, preview, description, screenshot, category, type EXTERNAL FACTORS & USAGE DATA promotion, link, review, install, uninstall, usage MAKE IT BETTER THAN THE 1° CLASS APP user research&testing, analysis, continuos improvement strategy, design – take care of the details, integration 1 KEYWORD STRATEGY keyword research and competitor analysis GOOGLE PLAY STORE ORGANIC ASO (APP STORE OPTIMIZATION)
- 51. Making Things People Want is greater than Making People Want Things. “ John Willshire
- 52. GOOGLE PLAY STORE PAID
- 53. GOOGLE PLAY STORE PAID
- 54. GOOGLE PLAY STORE PAID UNIVERSAL APP-CAMPAIGN
- 55. ITUNES THE SAME BUT DIFFERENT… + KEYWORDS
- 56. iOS9 OPENING LOTS OF OPPORTUNITIES INSIDE THE APPLE ECOSYSTEM 2 3 SEARCH API ‘INDEXING’ NSUserActivity, CoreSpotlight, Web Markup MORE SEARCH CENTRIC Implication for news, places, people, apps 1 UNIVERSAL LINKS
- 57. FACEBOOK ORGANIC Social plugins LINK Social login LINK App Links LINK App Invites LINK
- 62. PAGE PLUGIN COMMENT MIRRORING SEND BUTTON SHARE BUTTON EMBEDDED VIDEO EMBEDDED POST FACEBOOK ORGANIC SOCIAL PLUGIN
- 65. Place tips using Facebook Bluetooth® beacons
- 66. FACEBOOK PAID Mobile App Ads for Installs Mobile App Ads for Engagement and Conversion Custom Audiences for Apps
- 67. MOBILE APP ADS FOR INSTALL let install your app with a click LINK
- 68. FACEBOOK PAID MOBILE APP ADS INSTALL
- 69. FACEBOOK PAID MOBILE APP ADS INSTALL
- 70. FACEBOOK PAID MOBILE APP ADS INSTALL
- 71. MOBILE APP ADS FOR ENGAGEMENT AND CONVERSION convince new and acquired users to act LINK
- 72. FACEBOOK PAID ENGAGE & CONVERT 2 3 USE APP WATCH VIDEO 1 OPEN LINK ALLOW US TO LET USERS MAKE DIRECT ACTIONS INSIDE OUR APP THANKS TO DEEP-LINKS 5 6 LISTEN NOW BOOK NOW 4 SHOP NOWjust a few examples
- 73. CUSTOM AUDIENCES FOR MOBILE APPS re-engage LINK
- 74. FACEBOOK PAID CUSTOM AUDIENCES 2 3 USERS MAKING SPECIFIC ACTIONS INSIDE THE APP MOST ACTIVE USERS 1 USERS ALREADY USING THE APP A VERY POWERFUL TOOL THAT ALLOWS YOU TO INTERCEPT
- 75. FACEBOOK PAID CUSTOM AUDIENCES 2 3 PHONE NUMBERS FACEBOOK UIDs 1 MAILs …AND YOU CAN ALSO USE DATA FILES INCLUDING
- 77. YOUTUBE PAID
- 80. TWITTER ORGANIC
- 81. TWITTER OGANIC TWITTER APP CARDS
- 82. DEEP LINKING APP INSTALL TWITTER OGANIC CARDS FOR MOBILE APP
- 83. TWITTER PAID
- 87. LEADS CUSTOM FOLLOWERS WEBSITE CLICKS TWEET ENGAGEMENT WEBSITE CONVERSION THE SAME BUT DIFFERENT TWITTER PAID
- 88. BING ORGANIC
- 91. WINDOWS PHONE SEARCH WINDOW 8.1/10 SMART SEARCH APP LINKING WINDOWS BING ORGANIC
- 93. RICH PINS (app, recipe, movie, place, article, product) PINTEREST ORGANIC
- 95. PINTEREST PAID
- 96. and then…
- 97. A MATTER OF WRIST?
- 98. You don't get to decide which device people use to go on the internet. They do. “ Karen Mcgrane
- 101. WE WILL NEED AUTOMATION AND ROBOT AND THIS SCARE US
- 103. WE CANNOT ALTHOUGH PRETEND IT WILL HAPPEN
- 104. Nostalgia isn’t a business model “ John Naughton
- 108. THE PHYSICAL WEB
- 109. THE PHYSICAL WEB
- 110. We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex. Bud Cuddell “
- 111. Don’t fight fragmentation and complexity. Make the most of them! “
- 112. MAKE THEM FEEL SMART
- 113. MAKE THEM FEEL GOOD
- 115. MAKE THEM FIND YOU
- 117. and then…
- 118. BEOPEN
- 119. BETRUSTED
- 120. BERELEVANT
- 121. BEENJOYABLE
- 122. BECONNECTED
- 123. is not enough
- 124. DIGITAL DARWINISM by Brian Solis is the evolution of consumer behavior when society & technology evolve faster than your ability to adapt.
- 125. BE FAST
- 126. INTELLIGENT CONTENT
- 127. BEFUTURE PROOF
Hinweis der Redaktion
- https://en.wikipedia.org/wiki/Dalmatian_pelican http://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.php
- https://en.wikipedia.org/wiki/Dalmatian_pelican http://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.php http://www.birdlife.org/datazone/speciesfactsheet.php?id=3811 https://it.wikipedia.org/wiki/Porte_di_ferro https://it.wikipedia.org/wiki/Danubio#Romania https://it.wikipedia.org/wiki/Conte_Dracula
- https://en.wikipedia.org/wiki/Dalmatian_pelican http://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.php http://www.birdlife.org/datazone/speciesfactsheet.php?id=3811 https://it.wikipedia.org/wiki/Porte_di_ferro https://it.wikipedia.org/wiki/Danubio#Romania https://it.wikipedia.org/wiki/Conte_Dracula
- https://en.wikipedia.org/wiki/Dalmatian_pelican http://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.php http://www.birdlife.org/datazone/speciesfactsheet.php?id=3811 https://it.wikipedia.org/wiki/Porte_di_ferro https://it.wikipedia.org/wiki/Danubio#Romania https://it.wikipedia.org/wiki/Conte_Dracula
- https://en.wikipedia.org/wiki/Dalmatian_pelican http://www.ibis-tours.ro/it/la-fauna-selvatica-della-romania/gli-uccelli-della-romania.php http://www.birdlife.org/datazone/speciesfactsheet.php?id=3811 https://it.wikipedia.org/wiki/Porte_di_ferro https://it.wikipedia.org/wiki/Danubio#Romania https://it.wikipedia.org/wiki/Conte_Dracula FIŢI ATENŢI, URMEAZĂ SĂ ÎNCEPEM!
- I want to stat with the past, present and future. When talking about mobile, infact, we formed an habit in talking about it thinking at the future and we can’t accept it as the present…and obviously the future go far away. As in every revolution people tend to not understand to be part of it and so they don’t really feel the change it bring with it. Who live the revoluton cannot see it beacause he is himself the revolution. ---------------- Voglio iniziare con il passato, il presente ed il futuro. Quando si parla di mobile infatti ci siamo talmente abituati a parlare di futuro che non riusciamo più ad accettarlo come presente e di conseguenza il futuro si allontana. Come tutte le rivoluzioni le persone che ne sono parte non si rendono conto del grande cambiamento che esse portano. Chi vive la rivoluzione non può vederla perché ne è parte viva.
- So at every conference, at every meeting, at every important moment you will have to carry numbers supporting evidence. Evidence that does not need numbers. --------------- E allora ad ogni conferenza, ad ogni incontro, in ogni momento importante si devono portare numeri a supporto dell’evidenza. Evidenza che non ha bisogno di numeri.
- But marketers want numbers, customers want numbers, people want to use numbers, famous blog posts titled “13+1 Tips to Make Stunning Presentations That Hypnotize The Audience” suggest to use numbers.
- Mobile is a mess.
- I think it’s enough…I don’t need to convince you any more. Be happy and make selfies, with or without your teeth.
- But forget for a moment the number of missing teeths in the previous selfie. The numbers that matter the most are about fragmentation. The fragmentation mobility created. O my gosh…good old IE6 days (joking) with 800x600 resolution.
- And this happen also thanks to the emerging economies. Unsuspecting people today have access to the network and they do it with devices that we do not even contemplate. And we need to face a lot of complexity.
- Without digressing too much from reality and without paint scenarios that maybe we will not have even ever faced, we look at just a couple of statistics about some reality that we experience. Having a mobile-friendly website (not in the Google-sense) is not optional. Who says otherwise ... or is stupid or is a dinosaur. -------------------------- Senza divagare troppo dalla realtà e senza dipingere scenari che forse non dovremo neanche mai affrontare guardiamo giusto un paio di statistiche relative qualche realtà che tocchiamo con mano. Avere un sito fruibile da mobile non è un optional. Chi dice il contrario….o è scemo oppure è un mammut.
- In fact, here we can see what happens when you retire the old desktop-only website. Mobile traffic grow, quality stats grow, overall traffic grow. So if you're in all the idiots (or dinosaurs) that seek to justify the futility of mobile traffic through the current lack of mobile traffic, you have to start wondering why. Maybe because you offer a very bad experience to your mobile users? ---------------------- Quindi se siete nell’insieme degli scemi (o dei dinosauri) che cercano di giustificare l'inutilità del traffico mobile tramite l'attuale mancanza di traffico mobile, dovete iniziare a chiedervi perché. Forse perché offrite un esperienza pessima ai vostri utenti mobile?
- Basta numeri. Iniziamo a parlare delle cose importanti. It’s enough with numbers. Let's move on to the really important things.
- Ops sorry.
- From this.
- Let's start with one of the most interesting things the mobile-friendly update introduced. All you are concerned about the mobile-friendly label when the real game changer is something else. Sometimes we tend to see only what makes us comfortable, but everything was already written, and for over a year. Let's talk about app indexing. In essence it is the possibility make you app indexable by Google connecting the app to your website page by page through in-app deep links. This of course create visibility for the mobile application, but also to the brand, because this kind of snippet appears only in the case where the user has the app already installed on the device, also giving a boost in ranking to the result of the brand. ---------------------- Iniziamo da una delle cose in assoluto più interessanti che il mobile-friendly ha introdotto. Tutti si sono preoccupati dell’etichetta mobile friendly quando il vero game changer era qualcos’altro. A volte tendiamo a vedere solo quello che ci fa comodo, ma era già tutto scritto e presente da oltre un anno. Parliamo di app indexing. In sostanza si tratta di far indicizzare la propria applicazione mobile e collegare pagina per pagina al sito tramite deep link in-app. Questo ovviamente oltre a dare visibilità all’applicazione mobile da visibilità anche al brand perché questo tipo di snippet appare solo nel caso in cui l’utente abbia l’app già installata sul dispositivo dando anche un boost nel ranking al risultato del brand in questione.
- In addition to this option, that remains active even within the app one box, within a few weeks Google has also introduced a new rich snippets to entice users to install apps that meet the intent of a query. Obviously this depends on deep linking in-app. ---------- Oltre a questa opzione che rimane attiva anche all’interno degli one box nel giro di poche settimane Google ha anche introdotto un nuovo rich snippet per invogliare gli utenti ad installare app che soddisfano l’intento di una query. Ovviamente anche questo dipende dal deep linking in-app.
- One of the absolutely coolest thing of all this game is something that did not get a lot of resonance, but that really is very powerful and allow you to act directly into google now based on app usage. -------------- Una delle cose assolutamente più fighe di tutto questo gioco è qualcosa che non ha ottenuto molta risonanza, ma che in realtà è davvero potente e permette di agire sull’utilizzo dell’app direttamente all’interno di google now.
- Cool things are endless. Now on tap, for example, allow us to switch between apps in case of needs.
- And connecting the dots between «Now on tap» and «in-app voice search» you start to see the power. Using voice search with «now on tap» you can for example search for the weather using your favorite weather app while organizing a barbecue on WhatsApp. ----------------------------------------- Anche qui ovviamente entrano in gioco i deep link. In questo contesto entra anche in gioco la ricerca vocale e google offre soluzioni davvero interessanti permettendo all’utente di cercare direttamente all’interno di un app già installata. Collegando i vari punti si traccia una linea ed è sempre più chiara. http://insidesearch.blogspot.it/2015/07/rest-your-thumbs-ask-google-to-send.html
- Another interesting thing is the «App one box». In the mobile SERPs Google push it very often to give you the ability to install Apps. The ranking inside the one box is usually based on the App Search Vertical and also here personalization based on App Indexing play a big role. -------------------------------------- Altra cosa molto interessante è lo one box app. In pratica all’interno della SERP mobile viene inserito un box con X app installabili dai relativi app store sulla base del ranking all’interno del verticale App Search. Ovviamente su questo influisce l’app indexing e anche il fatto di avere l’app già installata.
- App Indexing, since 3 months is debuggable inside the new Search Console (ex GWT). Now infact you can directly insert your App inside Search Console like a website. Here we can see crawl errors, fetch your app simulating Googlebot, and looking statistics about your app exposure in search results. L’app indexing è da poco anche debuggabile tramite il nuovo Search Console (ex GWT) in quanto è possibile inserire direttamente il link dell’app e aggiungerla ai propri strumenti. Da qui è possibile vedere gli errori di scansione, fare il fetch as googlebot per capire come Google legge la nostra app e controllare anche le varie statistiche di ricerca che portano utenti verso la nostra applicazione.
- For Google News publishers, since some weeks, you can also add your Applications to the Google News Editor Picks section. It’s very simple. Just 2 clicks.
- But now the awesomeness.
- Email Markup is one of the most powerful way to engage your audience. This is the power of structured markup at it’s best. You can be everywhere inside one of the most personal object of the user everyday life.
- But it’s very difficult to enter this game and not for everybody. The main constraints are the following. DKIM and SPF,in simple terms, let you declare who you are as a sender (technical & dns stuff). Simply ask your IT. Respecting bulk sending guidelines (you absolutely need to read cause I have no time now to explore them all) and check your reputation….now it’s easy cause some months ago Google launched a tool to do the job, otherwise impossible. You need to send a lot of mail so the service is intended for players with a good userbase. Obviously register :D
- The simplest way to do it is using JSON-LD. Simple, powerfull, separated from the presentation logic. Developers know what I mean.
- But move on now, looking the opportunities Google offers us to promote our online and offline activities throught paid search. As you can see we can promote not only online assets, but also offline activities like places. ----------------------------- Ma passiamo ora allle opportunità paid che ci offre google per la promozione delle nostre attività online e offline.
- Here is a snapshot of the Adwords interface that let you promote your Application. The «Mobile App Install» campaign allow you to promote and track the installation of you iOS or Android app. You can also create campaigns to encourage the use of an application already installed (named Mobile app engagement).
- If you don’t have a website nor an app you can use adwords to promote a physical place throgth Call-Only campaign.
- This is pretty powerful cause it opens up to endless opportunities.
- And mixed with dynamic search ads you can really expand the power of this tool in an infinite number of ways. Think about it for a moment. Limited offers for one night if someone books immediately in case of last minute empty rooms, booking a restaurant with a fixed menù in a short timerange. There are no more excuses for boring marketers. You can’t use the excuse of a bad website anymore. --------------------- Un’offerta a tempo limitato per la notte in caso di una camera di hotel vuota, la prenotazione con un menù fisso in un ristorante.
- Then we can enter the Awords Extension world. Those are a sort of Add-on to empower your campaign snippet with: - Sitelink extensions Location extensions Call extensions App extensions Review extensions Callout extensions Structured snippet extensions
- I’ll gonna show you some example of the interface, but in summary they are very similar but serving different purposes.
- The concept is pretty straight forward and only experiencing the tool you will get out the most of it…so I’ll stop boring you with an interface that will probably change in some months :D
- Another recent addition in the Adwords arsenal (that can interest a lot mobility) are the Gmail native ads. You can explore the power of Gmail to push relevant Advertise to interested users thanks to the various display targeting options Google Adwords offers. -------------- You can use most of the display targeting options you’re already familiar with like keywords, affinity audiences,demographics, and topics. For example, a sports apparel advertiser could select relevant topics like “Fitness” and “Sporting Goods” or reach people in the “Health & Fitness Buffs” or “Running Enthusiasts” affinity audiences. http://adwords.blogspot.it/2015/09/native-gmail-ads-arrive-in-adwords.html
- The feature clues search in on your location, allowing you to ask non-specific questions about nearby landmarks, such as "what is the name of this church" if you happen to be standing near one. With the ability to ask about a place without naming it, one of the most obvious advantages of the feature is exploring unfamiliar locales. However, it's useful for other things as well, such as asking what a nearby restaurant's phone number is or when it opens.
- Google want to be able to identify the best place in the right context.
- http://searchengineland.com/google-maps-explore-adds-curated-recommendations-new-features-229711 http://google-latlong.blogspot.it/2015/09/discover-deliciousness-with-explore-in.html
- Google want to understand what’s going on in the real world.
- So there is nothing you can really do if not understand that you should do the best you can to serve your customer. Is a lot about making them feel good. Today you cannot pretend to give an image you don’t have. You can’t. Really.
- You have to be real. Give your customers the best experience you can give them. Don’t try to sell anything more than the best things you can offer. Do not claim to be the best seafood restaurant in the area if you cook only frozen fish. Just to make a clear example.
- The mobile search marketing marathon has just begun. It’s time to show you some interesting new feature for app developers directly inside your developer console. Starting from the end of June infact you can …
- …create experiments directly inside the Google Play Developer Console to improve the efficacy of your App Listing.
- You can run A/B testing for the Global market or for a localized one and you can test all the various elements of the listing like screenshots, promo videos, icons, price, descriptions. This is very important cause the listing presentation in very important in transforming visitors to customers.
- Considering the great fragmentation of Android devices another great addition is «The Cloud Test Lab» that allow you to automatically test your app on a great number of devices to identify issues. As you know one of the biggest part of a succesful app (or product in general) is about reliability. Before moving on to Usability, Proficiency and Creativity you must make it works. If you don’t achieve this level you product will always be considered as low value. Amazon has a service like this.
- Mixing the website with the App another huge feature is the same you already have on Safari where you can use the «Smart App Banner». This is a very useful feature cause you don’t need to build the exclusion logic with the risk of boring users that already have your app installed. The only problem with this is that you must have an HTTPS website, but I think if you have an App and a big user base on your website, it is worth to make the migration.
- But going forward, leaving the tools Google give us for a reason, we can talk about App Store Optimization. The main factors you will want to consider and control are divided in 4 big macrocategories. The first one is an obvious one. There’s no search marketing without a Keyword Strategy and this apply also to Apps. The second one is about the listing page. You need to control any single parameter and so fill all tha spaces you have trying to be the more persuasive you can. The third one is a lot about our capacity to promote our work and to be sure we created something that works. It’s a lot about the Maslow’s hierarchy of needs (Functonality {requisiti minimi}, Reliability {stabilità}, Usability {facilità d’uso}, Proficiency {cose meglio di prima}, Creativity {everything as it’s best we can innovate}) The fourth is about reaching the top of the pyramid. It’s the Holy Grail of App Store Optimization that resides, at the end of the day, in Optimize your App and make it perfect. On the long term, and considering a landscape that will become more and more crowded of competitors the only things that will make a real difference is the quality of the product. For example if you are great in promoting a bad app your promotion effort will only lead you to a nightmare (even if now in terms of ranking only the install volume is very important).
- Now that you have a solid app you can start spending money (not wasting them). The first obvious thing you can do at lease on Google Play is to setup campaings inside the Play Store. This is a new feature rolling out these weeks. Self explanatory.
- Obviously the mobile app install campaign as we mentioned before.
- Or the brand new Universal App-Campaing that in some click let you explore all the power of the Google Network. PPC Consultants will hate this.
- In terms of App Store Optimization iTunes is very similar to Google Play and paid promotion throught Google Adwords can be used for iOS.
- The thing we should look at now is a lot about the brand new iOS9. There are infact a lot of new interesting implication concernig search.
- Move on now talking about the other web giant. Facebook. Facebook offers a huge number of things to do concerning the mobile world. Everything revolves around the open graph.
- The true core of Facebook integration with the rest of the web. Among the advantages you can get from the open graph, one of the most important is related to control. OpenGraph allow you to express yourself and to tailor your communication to your Facebook audience in the best possible way. Great power in great simplicity. Some bunch of text and a wisely selected set of images can make you more appealing. OpenGraph in part is about being sexy!
- The vast majority of website lack at the basics. A lot of effort in producing content, setup campaigns, involve influencers and cause some lazy developer and some lazy editor you will waste all. Is like making gym 4 hours a day, take care of your hair, your face, spending hours writing clever messages on WhatsApp and Facebook and then introduce so disconcertingly to your first appointment. Which is the cost of not being sexy?
- You can markup every page you want on the web and then test it with the facebook debugger to check if everything is fine for a future user share of your content. Simple like drinking a glass of beer during a SemDays night. We will see now a lot of stuff, but I want you to understand that what I told you know is far more important than any other thing I will mention…cause it is about simplicity…cause it is about the everyday things.
- I don’t think we have the need to explain what it is. Is a very powerful way to get some cool data from your new users with 2 clicks. Especially on mobile…Why not? It can make user’s life easier, but you need to test your conversion rates here. It can vary a lot from culture to culture…from niche to niche. Use it responsibly.
- With Comment Mirroring, people can participate in a single conversation, whether comments come from your web page or your Facebook Page. When you share a link from your website to your Facebook page, comments on your webpage will also appear as comments on your Facebook post and vice versa.
- App Links (like in Google) are extremely powerful. They make any single content of your app sharable, linkable, likeable, loveable and not less important…expand a lot of opportunities in paid promotion. Imagine a scenario when you want to share an in-app offer, but when you share it all you can see is the app install page and not the content you’d like to share. You feel upset.
- This is another incredible powerful free opportunity Facebook give us in the mobile ecosystem. Using App Invites we can incapsulate in our App a viral action using the power of Facebook connections.
- Place tips is an interesting news. Something any kind of business can use to attract and engage customer in the right moment. It’s a simple bluetooth low energy beacon. The same beacon that failed sometimes ago and then reborned when someone started to call it iBeacon. Yep. It’s a true story. Jokes apart this is for sure a move that Facebook can make succesfull where lot’s of others failed. -------------------------- Only for iPhone.
- But you should pay. Also in Facebook you need to put money, but find a way to track them.
- Start with the first one. Some simple steps to make you shell out money.
- Define your audience and what to promote and that’s it.
- Define your spend.
- You are ready to improve your app user base. But remember to track…cause you risk to spend money without understanding what is happening. You wouldn’t want to advertise an app install if already installed the app.
- Those are strictly related to app links.
- They infact allow you to create a trigger for the user. They can act directly inside specific pages of your app.
- Custom audiences. Another awesome opportuinity. You can annotate specific actions of your users and advertise them only on relevant situation. ----------------- Per esempio a natale quando molti cambiano cellulare. L’utente installa le app nel primo mese di vita poi……oblio.
- The most straight forward is for example promoting a product the user look often offering him a limited time discount.
- But the real power of custom audiences are the following.
- Use wisely. Respect the user privacy.
- Only one slide for YouTube. YouTube ads can be very effective and low cost.
- Considering these numbers we can give YouTube a try.
- Audi R8: Gone in 5 seconds Case Study https://www.youtube.com/watch?v=ABJYQhNW2f8 Eco https://www.youtube.com/watch?v=ZSfmzYLZNEE
- Twitter offers something similar to the Facebook Opengraph with Twitter Cards. Especially for mobile the process is automated in well known cases like for PlayStore listing pages or iOS listing pages. You will get a Rich Tweet when someone shares your App URL. You can obviously play with all the Cards you see in the screenshot to be very sexy and control how people communicate your brand.
- Here an example sharring a play store URL. An App rich snippet taht invite you to install or open the App directly from the tweet.
- And again thanks to deep links we can expand the power of our app making it shareable in any single view. The concept is pretty simple. Every views of your App has an absolute reference…and you can point to that everywhere. From Google to Bing, from Facebook to Twitter and so on.
- Twitter too needs to monetize. Pretty obvious.
- Between the the various option of advertising we can use one of them specifically designed for App Promotion. Again, here, we can promote Android and iOS. The setup is very simple.
- But the true power come with the targeting options, especially the «installed app categories». Summarizing you can push advertising to people that already use an App in your App same category. Pretty powerful.
- Give it a try. The only issue with Twitter Ads is that to track conversion you need to use a third party SDK. The more code you add the easiest to mess something up.
- And you have lots of options to cover various scenario.
- We’re talking about search marketin…so obviously Bing. Kidding.
- But to me their going bigger. They embraced open standards and with a wider support for other platforms.
- And you can expand the power of deep links inside the whole Windows ecosystem. You can integrate your Windows * apps everywhere…from phones to tablet to desktop and make them visible inside the Windows OS search…not only Bing.
- If you sell woman’s oriented product Pinterest can make your day :D The good thing about Pinterest is that you have a great super power like Twitter Cards and Facebook OpenGraph named Rich Pins. The great advantage of Rich Pins is that they support schema.org and facebook opengraph so there is nothing else you should do if you already optimized your website pages for Facebook OG.
- If you sell woman’s oriented product Pinterest can make your day :D The good thing about Pinterest is that you have a great super power like Twitter Cards and Facebook OpenGraph named Rich Pins. The great advantage of Rich Pins is that they support schema.org and facebook opengraph so there is nothing else you should do if you already optimized your website pages for Facebook OG.
- A nice recent addition is about Buyable Pins that will let the user search, filter and buy prducts directly from the Pinterest App.
- And obviously «the money game». What I can suggest you is to join the waitlist. ADV is very convenient when there are no competitors on the ring.
- Could it will become a matter of wrist? According to Luke Wroblewski the SmartWatch will play a role cause it is always visible and always on. Not for me obviously. I never ever possesed a watch :D The use case he imagines is about every day life. You wake up in the morning, curse against the smartphone ringing, wash your face, drink a coffee, eat a tart if your wife has prepared, take the car (not me…I use the bike) and go to work (I really don’t get why I should use a navigator for the way I repeat every day…) but ok ignore my comment….Then you start Working switching between Desktop, Laptop and Smartphone…you go back home again (using a navigator) then you play with your children or with some friend drinking a beer (I can’t find a day I have the time to do that but…), then you use the tablet to read your feed reader and the post your friends share on facebook, you go to sleep not before scrolling down the Twitter timeline….you turn right hoping to see your partner’s sweet eyes….when you realize she’s scrolling the Facebook Timeline or buying some bags on Privalia.
- The truth is…. Believe it or not. Whether you're ready or not.
- That we’re entering the product with a voice era.
- Why!
- Nothing so terrible will happen.
- This is one of the biggest mistake a marketer can do. Thinking it won’t be a thing.
- Once John Naughton one of The Guardian Journalist said… Nothing more true.
- As said at the beginning of this deck.
- And growing and growing. With more vendors, more devices and more of everything.
- The number of smart devices is going to explode, and the assumption that each new device will require its own application just isn't realistic. We need a system that lets anyone interact with any device at any time. The Physical Web isn't about replacing native apps: it's about enabling interaction when native apps just aren't practical.
- https://google.github.io/physical-web/
- Usability. Keep it stupid simple. You have to reduce the cognitive effort. We have to create tools that make technology transparent. Imagine for a moment a smart house. I need a reason to use a robot that make a wonderful bread. The fact that the bread is wonderful doesn’t make me love the robots if I need 50 minutes every time I want to make my wonderflu bread. Technology should simplify…not making things more complex.
- You have to be memorable. Online, offline, everywhere you are. People tend to remember experiences and today more than ever they like to make their experience public. People with a voice. Like in architecture you need to build an environment where people feel comfortable. We have to analyze the context in which our product will be used. The problem it is intended to solve. This doesn’t mean being perfect. Errors exists, but we have to contemplate them. We need to form an habit.
- You have to connect all your properties, creating a transparent interconnected world. You have to take their hands and let them discover and find what they need everywhere they are.
- You have to be unique. Technically speaking: Every single piece of information should be unique and identifible. In terms of your audience instead: You have to find something missing your users want.
- You have to be machine readable. Invest in structurizing your data cause it will make simple not only for others to interpret your data, but also for you to create faster experiences faster. The other advantage is that, when important third party players will become bigger and embrace standard, we will be already ready.
- Don’t be to shy or closed inside your project. Share your development, your studies, your ideas, give to the community…you will get something great back, for sure.
- Acquiring trust is something very difficult to achieve. Trust is the the key to a succesful brand. Today everyone can say everything, can write everywhere and can have a following, but this doesn’t mean they’re trustable. Trust, Reputation, Authority. Don’t follow the easy path. I mean, the answer to this sounds surprisingly easy and it is incredibly hard. He has to be real. Trust is about establishing a «real» connection between people. Is about understanding. And the moment we understand each other, a sense of trust is established. Once you have trust any kind of relation can take place. You need to create the bridging point which allows people to understand who you are, why you do things that way, why can they trust you? Why should they trust you?
- Be where you are expected to be. Don’t try to be visible for the sake of being visible. Be there for a reason. Be the best possible answer for what they’re searching for.
- Don’t take yourself too seriously. A smile can create another smile and so on. Is about growing togheter.
- Yes. Connected. In any way. Human to human. Human to machine. Machine to machine. Play your role and connect you work to related onces offering the best in the market, not the best you can. Connecting is a win win business.
- You must be fast to adapt, to understand where the market is going. We should stop basing our assumption on our own cultural choices. We shoul be mentally fast and flexible. I’ll make you an example: My grandson use a lot vocal messages when using instant messaging….and everytime I see those messages I think….why not calling? Why! They use it in that way. You don’t need to comprehend why. Accept it.
- And so in practical term what can we do. We should start thinking a new paradigm of content. A content that start with some carachteristic since its beginning. Topologic: A different paradigm which allows users to produce layouts by describing their topological and abstract properties, rather than geometric ones. We first define and detail topological properties as abstract relationships between the document components, independent from the output characteristics. Proximity, priority, similarity, importance. This can allow you to create abstract declaration of a content in order to automatically generate multi format contents. Ads ready: for any content we create we should create a process in order to have all the content covering any kind of distribution so for example various preview images for social networks, headlines for Advertising, Call to actions for banners and so on. Multi dimensional and Adaptable: cause it need to be flexible and at least sufficient also in not predictable scenarios. Structured and reusable: as we saw before. JSON-LD can help us a lot and being structured allow us to be very fast in repurposing contents in tons of new way. Imagine an API that allow you in a simple way to manage contents from wherever you are. Our database is the Web. Context free: in the sense that a good content transcend the device and the context. The content should be complete.
- Be Future Proof.