deep linking at app promotion summit
DESCRIPTION
The slides of my speech at App Promotion Summit #APS2014 Can be used as a cookbook to build deep linking!TRANSCRIPT
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Deep linking
@AlexJubien
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@AlexJubien
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Pioneer of mobile development
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2003 - 2007
Games
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2003 - 2007
Games Apps
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Deezer
2008 - 2012
(main competitor of Spotify)
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Deezer Viadeo
2008 - 2012
(main competitor of Spotify) (main competitor of Linkedin)
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ThinkMobileMobile Strategy Consulting
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2010 at Deezer:Project ‘Url Handler’
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The issue
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Why does it happen?
HTTP URLs are not supported by apps / no standard format for URL in apps
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Why does it happen?
HTTP URLs are not supported by apps / no standard format for URL in apps
=> Deep linking is the solution
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What the hell is deep linking?
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What the hell is deep linking?
A way to open an app directlyto a specific section or content,
thanks to a link
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Example: specific adYour appAnother app
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Ad2AppYour app
What Deep Linking allows:
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Ad2App
SMS2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
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Ad2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
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Ad2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
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Ad2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
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Ad2App
Social2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
What Deep Linking allows:
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What Deep Linking allows:
Ad2AppApp2App
Social2App
Web2App
Email2App
SMS2App
QR2App
Your app
StockApp : CLGC – 10%, wanna buy?
http://stockapp.com/12345
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Deep Linking=
Everything2App
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Leverage your digital marketing efforts also for your apps
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How it works / Url Scheme
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Url Scheme
A technical mechanism to launch an app, with parameters
myapp://myparameters?yy=zz
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Url Scheme
A technical mechanism to launch an app, with parameters
myapp://myparameters?yy=zz
Ex.: fb://, skype://, deezer://, spotify://, …
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Url Schemetwitter://user?screen_name=AlexJubien
QR Code made with
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Issues
• Not a standard• Not multi-platform• Not a HTTP url / crappy fail when not
handled: • Desktop web browser• App is not installed• …
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How it works / Flow
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Click
Desktop web
Mobile?
Yes
No
Analyze User Agent
www.myDomain.com/content/xyz
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App Store
App Installed
?
No
IOS / Android
?
Google Play
Android
iOS
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Android URL Intent Filter
App Store
App Installed
?
Yes
No
IOS / Android
?
Google Play
IOS / Android
?
Android
iOS
Web redirectmyApp://content/xyz
iOS
Android
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Focus: Social2App/ Growth Hacking
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Viral mechanics
Production Consumption
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Viral mechanics
Production Consumption
Features in product lead users to share contents on
social networks
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Viral mechanics
Production Consumption
Features in product lead users to share contents on
social networks
Consumption of these contents generates
acquisition or retention(and thus more production)
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=> Benefits both for users and for the digital service
Viral mechanics
Production Consumption
Features in product lead users to share contents on
social networks
Consumption of these contents generates
acquisition or retention(and thus more production)
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Social2App
Download Deezer
Launch app
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Social2App
AppStore
Download Deezer
Launch app
INSTALL
Sharings generates downloads
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Social2App
AppStore
App
Download Deezer
Launch app
INSTALL
and re-engagement
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Social2App
AppStore
App
Cookie used to record choice
Download Deezer
Launch app
INSTALL
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iOS Smart App Banner
• Allows deep linking• But quite no publisher do
it right!• Not multi-platform• Can’t remember choice
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Resources
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Related frameworks / tools
(acquired by Yahoo!)APPURL
URX
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Related frameworks / tools
(acquired by Yahoo!)
Do you really need them?=> at least, ensure your techies study them
APPURL
URX
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Facebook / App Links
Facebook doc
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Twitter App Card
• Proprietary mechanisms for rich media formats in their native apps
• Twitter doc
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Google App IndexingSearch results on Android open app directly!
(doc)
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Deferred Deep Linking
• Uses ad tracking technologies• Allows to open app directly to the right
content or section at 1st launch AFTER INSTALL
• Tapstream tech / Article
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• Quixey / AppUrl:‘The Problem’ (part 1) – Article
• Quixey / AppUrl:‘The Solution’ (part 2) – Article
Some articles
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• Quixey / AppUrl:‘The Problem’ (part 1) – Article
• Quixey / AppUrl:‘The Solution’ (part 2) – Article
• HasOffers: ‘Past, present and future of mobile marketing’ –
Article
• Facebook: ‘An industry standard for linking on mobile’ – Article
• AppTweak: ‘The future of deep linking from app to app’ – Article
Some articles
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Recommendations
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Simple and cheap
• Rely on your website (desktop or mobile)• Implement iOS Smart App banner (the
right way!)• Use intent filter on Android
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Simple and cheap
• Rely on your website (desktop or mobile)• Implement iOS Smart App banner (the
right way!)• Use intent filter on Android• Suboptimal, many issues (UX, not flexible,
not suited for ads, bad tracking, …)• Costs on app side, quite no maintenance
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Advanced
• Want to get big on mobile?=> Grab your techies and build your own deep linking routing platform!• Remember UX should prevail
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Advanced
• Want to get big on mobile?=> Grab your techies and build your own deep linking routing platform!• Remember UX should prevail• Add support for FB App Links, Twitter App
Cards, Google App Indexing• Use these slides as your cookbook!
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For your techies
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Tricky points
• App has to be able to launch on any section or content
• Nicely handle what is supported… and what isn’t! (implement a fallback? – at least, track failures)
• Fragmentation and maintenance• Proper tracking is hard to build!• Particular case when app is uninstalled
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Reco on URL Scheme
• AppURL recommends not using schemes like yelp, imdb or spotify. These schemes may look nice, but there's no system for avoiding naming conflicts with them.
• Instead, AppURL recommends you use your website's (sub)domain as your scheme.
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Crappy tinkering
• To detect if app in installed from Javascript : http://stackoverflow.com/questions/1108693/is-it-possible-to-register
-a-httpdomain-based-url-scheme-for-iphone-apps-like/1109200#1109200
http://stackoverflow.com/questions/13044805/how-to-check-if-an-app-is-installed-from-a-web-page-on-an-iphone
http://jesseditson.com/clean-ish-mobile-web-deep-linking-for-ios-and-android
http://fokkezb.nl/2013/09/20/url-schemes-for-ios-and-android-2/
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Various
• A directory of URLSchemes: http://handleopenurl.com/
• A proxy-standard for app to app communication / using part of an app in another one: http://x-callback-url.com/