Emily Grossman at Zenith 2015

1. @goutaste
at
#Zenith2015
The
Mobile-­‐Social
Web:
How
To
Crush
Local
Compe99on

2. @goutaste
at
#Zenith2015
The
Mobile-­‐Social
Web:
How
To
Crush
Local
Compe99on
Now
with
more
apps!

3. @goutaste
at
#Zenith2015
The
Mobile-­‐Social
Web:
How
To
Crush
Local
Compe99on
That’s me!
Now
with
more
apps!

4. @goutaste
at
#Zenith2015
The
Mobile-­‐Social
Web:
How
To
Crush
Local
Compe99on
That’s me!
Now
with
more
apps!
This, Too!

5. @goutaste
Find
Me
AllThePlaces!
+EmilyGrossman
facebook.com/mobilemoxie
emily@mobilemoxie.com
I hang out here a lot
I stalk people here
We geek out on Mobile Here
For the shy folks…

6. In
2014,
we
spent
more
:me
on
mobile
devices
than
on
desktop.
@goutaste
at
#Zenith2015
The
Rise
of
Mobile
57%
3%

7. 526
million
monthly
ac:ve
users
access
Facebook
solely
from
their
mobile
devices
@goutaste
at
#Zenith2015
Mobile-­‐Only
Users

8. @goutaste
at
#Zenith2015
Mobile-­‐Only
Users

9. 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.

10. Mobile
users
expect
a
seamless
and
consistent
mul:-­‐plaLorm
experience.
@goutaste
at
#Zenith2015
Mul9-­‐PlaPorm

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

12. 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

13. Pure-­‐Play
Mobile
Social
@goutaste
at
#Zenith2015

14. 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

15. 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%

16. @goutaste
at
#Zenith2015
Apps
VS.
Web:
Subtle
UX
Differences
Twitter WebTwitter App

17. @goutaste
at
#Zenith2015
Apps
VS.
Web:
Subtle
UX
Differences
Facebook App Facebook WEB

18. 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

19. 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

20. Facebook
Call-­‐To-­‐Ac9on
@goutaste
at
#Zenith2015

21. Facebook
Call-­‐To-­‐Ac9on
• Book
Now
• Contact
Us
• Use
App
• Play
Game
• Shop
Now
• Sign
Up
• Watch
Video
@goutaste
at
#Zenith2015

22. Crea9ng
Facebook
CTAs
@goutaste
at
#Zenith2015

23. Target
Mobile
Users
with
Deep
Linking
@goutaste
at
#Zenith2015

24. What
is
Deep
Linking?
@goutaste
at
#Zenith2015

25. Deep
Linking
Examples
in
Social
@goutaste
at
#Zenith2015

26. Deep
Linking
–
3rd
Party
App
@goutaste
at
#Zenith2015

27. Without
Deferred
Deep
Linking
@goutaste
at
#Zenith2015

28. With
Deferred
Deep
Linking
@goutaste
at
#Zenith2015

29. Deferred
Deep
Linking
-­‐
Facebook
Posts
App Store App Medium AppFacebook App
@goutaste
at
#Zenith2015

30. Deferred
Deep
Linking
-­‐
Facebook
Posts
@goutaste
at
#Zenith2015
App Store App Medium AppFacebook App

31. Deferred
Deep
Linking
@goutaste
at
#Zenith2015

32. Android
Deferred
Deep
Linking
@goutaste
at
#Zenith2015
Android:
You
can
pass
campaign
data
through
Google
Play
Store

33. Android
Deferred
Deep
Linking
@goutaste
at
#Zenith2015
Android:
You
can
pass
campaign
data
through
Google
Play
Store

34. iOS
Deferred
Deep
Linking
–
Finger-­‐Prin9ng
@goutaste
at
#Zenith2015
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

35. iOS
Deferred
Deep
Linking
–
Finger-­‐Prin9ng
@goutaste
at
#Zenith2015
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!

36. 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.
@goutaste
at
#Zenith2015

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

38. @goutaste
at
#Zenith2015
Deep
Linking
on
TwiRer

39. @goutaste
at
#Zenith2015
‘Pinned’
Apps
–
Deep
Links
on
TwiRer

40. @goutaste
at
#Zenith2015
Local
Social

41. @goutaste
at
#Zenith2015
Foursquare
is…
Dead?

42. @goutaste
at
#Zenith2015
Foursquare
is…
Dead?

43. 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!

44. @goutaste
at
#Zenith2015
Instagram
uses
“Facebook
Places”
via
Graph
API

45. @goutaste
at
#Zenith2015
+
More
Social
&
Loca9on
APIs!
ü Facebook Places
(Through Open Graph API)
ü Google Places API
ü YELP API
ü Instagram API
(Photos)

46. @goutaste
at
#Zenith2015
Facebook,
Yelp,
Insta
Check-­‐Ins
Are
Where
It’s
At

47. @goutaste
at
#Zenith2015
You
Can
Even
Facebook
Your
Yelp
Check-­‐In

48. @goutaste
at
#Zenith2015
You
Can
Even
Facebook
Your
Yelp
Check-­‐In
Now that’s meta…

49. @goutaste
at
#Zenith2015
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

50. @goutaste
at
#Zenith2015
More
Check-­‐Ins
=
More
Loca9on
Targe9ng

51. ‘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

52. @goutaste
at
#Zenith2015
Facebook
Check-­‐Ins
on
Mobile
Ins9gate
“Place
Tips”

53. @goutaste
at
#Zenith2015
New:
Background
Geo-­‐loca9on
Can
Also
Prompt
“Place
Tips”
ü iPhone App Only
ü Uses Location Services
ü Experimenting with iBeacons

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

55. FB
users
can
bookmark
events
or
like
menu
items
right
from
Place
Tips
interface.
@goutaste
at
#Zenith2015
“Place
Tips”
Menu
Items
Events
UGC

56. You
are
already
‘signed
up’
for
Place
Tips.
No
separate
service
or
app.
@goutaste
at
#Zenith2015
“Place
Tips”
Passive
Use
Case

57. Place
Tips
content
has
the
power
to
create
intent.
@goutaste
at
#Zenith2015
“Place
Tips”
Creates
Intent!

58. 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

59. @goutaste
at
#Zenith2015
Passive
Loca9on
Targe9ng
Strategy:
Incen9vize
Check-­‐Ins
–
Free
Wifi

60. @goutaste
at
#Zenith2015
Ac9ve
Loca9on
Targe9ng:
Facebook
Ads

61. @goutaste
at
#Zenith2015
iOS
Lock
Screen
No9fica9ons
–
Nearby
Apps

62. 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

63. iOS
Passbook
Integra9on
with
Eventbrite
@goutaste
at
#Zenith2015
Use
Eventbrite
link here
You can
Still Make
FB Event
(Optimize
for ‘place
tips’)

64. @goutaste
at
#Zenith2015
Social
Payments

65. @goutaste
at
#Zenith2015
Social
Payments
–
All
About
the
Data

66. @goutaste
at
#Zenith2015
Social
Payments
–
Leverage
Venmo
for
Business

67. @goutaste
at
#Zenith2015
Facebook
Messenger
for
Business

68. @goutaste
at
#Zenith2015
Image
Social

69. 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

70. 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.

71. Instagram
has
surpassed
Twimer
in
Monthly
Ac:ve
Users.
@goutaste
at
#Zenith2015
Instagram
Growth
Instagram vs.
Twitter:
Monthly Active Users

72. There
is
limle
to
no
correla:on
between
Tweets
and
people
actually
reading.
@goutaste
at
#Zenith2015
We
Live
in
a
Fast,
Digital
World

73. 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)

74. Visuals
are
processed
60,000
:mes
faster
in
the
brain
than
text
-­‐
@goutaste
at
#Zenith2015
Our
Brains
Process
Visuals
Faster

75. We
perceive
visuals
to
be
more
accurate
and
trustworthy
-­‐
@goutaste
at
#Zenith2015
Visuals
are
Persuasive

76. @goutaste
at
#Zenith2015
Only
34%
of
Marketers
Currently
Use
Instagram

77. @goutaste
at
#Zenith2015
Growth
by
Industry

79. 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

80. 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

81. @goutaste
at
#Zenith2015
Visual
Content
Discovery
Geo-
Tagging
Hashtags
Keyword-
rich Text

82. 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

83. @goutaste
at
#Zenith2015
Loca9on
Spoofing
• Android
Loca:on
Spoofer
• iOS
harder…
edit
photos’
exif
data:
bit.ly/koredoko-­‐app

84. @goutaste
at
#Zenith2015
Hack
Geo-­‐Tagging
Drives to
Website
Via URL or
Directing to
Bio

85. Target
Users
by
Geo-­‐Loca9on
Sniffing
geofeedia.com
worldc.am
@goutaste
at
#Zenith2015

86. Pinterest
Geo-­‐Tagging
@goutaste
at
#Zenith2015

87. Pinterest
Geo-­‐Tagging
(Boards)
@goutaste
at
#Zenith2015

88. @goutaste
at
#Zenith2015
Social
Media
Professionals
say
“Pinterest
is
the
New
Google”

89. Really?!
@goutaste
at
#Zenith2015
But
Pinterest
is
notsogood
at
search…
Really?!

90. @goutaste
at
#Zenith2015
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…)

91. @goutaste
at
#Zenith2015
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”

92. 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

93. Pinterest
Boards
can
beat
out
Local
Packs!
-­‐
@goutaste
at
#Zenith2015
Op9mize
Your
Boards
(SEO
Value)
Beats Yelp!
And Local Packs!

94. Pinterest
handles
deferred
deep
linking
like
a
boss!
-­‐
@goutaste
at
#Zenith2015
Op9mize
Your
Boards
(SEO
Value)

95. @goutaste
at
#Zenith2015
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.

96. Keyword
Op:mized
Pins
can
dominate
Image
Search.
@goutaste
at
#Zenith2015
Op9mize
Your
Pins
(SEO
Value)

97. @goutaste
at
#Zenith2015
Snapchat

98. @goutaste
at
#Zenith2015
Snapchat
for
Exclusivity
&
Brand
Personaliza9on
Everyone wants to be in the
in-Crowd

99. @goutaste
at
#Zenith2015
But
It
Doesn’t
Stand
Alone…

100. @goutaste
at
#Zenith2015
Everlane
Leverages
TwiRer

101. @goutaste
at
#Zenith2015
Sephora
Leverages
Instagram

102. @goutaste
at
#Zenith2015
Use
Snapchat
for
Flash
Sales

103. @goutaste
at
#Zenith2015
Video
Social

104. @goutaste
at
#Zenith2015
Video
is
Visual
on
Ultra-­‐Lazy
Brain
Mode

105. @goutaste
at
#Zenith2015
Video
is
Visual
on
Ultra-­‐Lazy
Brain
Mode

106. @goutaste
at
#Zenith2015
YouTube

107. @goutaste
at
#Zenith2015
YouTube
is
the
2nd
Most
Used
Smartphone
App

108. @goutaste
at
#Zenith2015
YouTube
is
the
2nd
Most
Used
Smartphone
App
200 million MOBILE
YouTube
playbacks
EVERY DAY

109. @goutaste
at
#Zenith2015
YouTube
n.
Google+

110. @goutaste
at
#Zenith2015
YouTube
n.
Google+

111. @goutaste
at
#Zenith2015
YouTube
n.
Google+

112. @goutaste
at
#Zenith2015
YouTube
n.
Google+

113. @goutaste
at
#Zenith2015
YouTube
n.
Google
Play

114. @goutaste
at
#Zenith2015
YouTube
n.
GoogleNow

115. @goutaste
at
#Zenith2015
Meerkat
&
Periscope
–
Live
Stream
Video
Apps

116. @goutaste
at
#Zenith2015
Meerkat
vs.
Periscope

117. @goutaste
at
#Zenith2015
Meerkat
vs.
Periscope

118. @goutaste
at
#Zenith2015
Real
Estate

119. @goutaste
at
#Zenith2015
Behind
the
Scenes
(Miami
Dolphins)

120. @goutaste
at
#Zenith2015
Starbucks

121. @goutaste
at
#Zenith2015
Barkbox

122. @goutaste
at
#Zenith2015
Mountain
Dew

123. @goutaste
at
#Zenith2015
Integrates
With
Your
PR
Strategy

124. @goutaste
Thank
You!
+EmilyGrossman
facebook.com/mobilemoxie
emily@mobilemoxie.com
I hang out here a lot
I stalk people here
For the shy folks…
We geek out on Mobile Here