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Deep linking @AlexJubien

Deep linking at App Promotion Summit

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The slides of my speech at App Promotion Summit #APS2014 Can be used as a cookbook to build deep linking!

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Page 1: Deep linking at App Promotion Summit

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!)

Do you really need them?=> at least, ensure your techies study them

APPURL

URX

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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/