Google+ for expion
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Caroline McCarthy provides an overview of Google+ and steps through how brands are utilizing this channel to increase engagement.
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Google+ for expion
- 1. Google+ for Brands The impact of Identity, Relationships & Sharing…across the web Google Confidential and Proprietary 1
- 2. A global community, with growing engagement 500M 400M 250M 500M 135M 170M 12 min Google+ Users 30 day stream Per day in the stream actives 90M 40M 10M 0 June July October January 2012 April June September December Google Confidential and Proprietary 2
- 3. Identity Relationships Sharing Google Confidential and Proprietary 3
- 4. Google+ aims to make all of your Google experiences better Search Video Mobile Display Offers Local +People +Relationships +Sharing +Recommendations Google Confidential and Proprietary 4
- 5. How is Google+ creating value for businesses? Better More Social value Measurable Discovery personal beyond the impact engagement stream Google Confidential and Proprietary 5
- 6. Better Discovery Socially inspired brand awareness Google Confidential and Proprietary 6
- 7. Better Discovery Google+ enables brand discoverability Surfacing your Google+ Page Users can click through to your Page, right from the search results page Real-time content If you post frequently on Google+, users may see your most recent post right in search Google+ Posts in Search Your followers may see content you’ve posted on your Page when it’s relevant to their search terms Google Confidential and Proprietary 7
- 8. Better Discovery Google Confidential and Proprietary 8
- 9. Better Discovery Google Confidential and Proprietary 9
- 10. More personal Engagement turns engagement personal Google Confidential and Proprietary 10
- 11. More Personal Engagement Axe invites all of France to the LIVE will.i.am concert Google Confidential and Proprietary 1111
- 12. Google Confidential and Proprietary 12
- 13. Google Confidential and Proprietary 13
- 14. More Personal Engagement -- Mocked example -- Google Confidential and Proprietary 14
- 15. More Personal Engagement Google+ Communities: connecting people around passions Brands and people come together and have rich conversations around shared interests Enable brand enthusiasts to connect around common interests Increase brand awareness by participating in other Communities Develop insights by listening and learning from the conversation Google Confidential and Proprietary 15
- 16. Social value beyond the Marketing stream performance, across the web Google Confidential and Proprietary 16
- 17. Social value beyond the stream Surfacing brand recommendations at the moment of intent Google Confidential and Proprietary 17
- 18. Social value beyond the stream Social recommendations are driving performance Manage an active Google+ Page and surface recommendations at the moment of intent 5-10% Android Phone | Example.com www.example.com Save Instantly On Android With No Mail Rebates! Kari Clark, Christian Oestlien, Chris Vennard and 150 other people +1’d this avg. search ad CTR uplift from social annotations Google Confidential and Proprietary 18
- 19. Value beyond the stream Better yet, in the Automotive sector, shoppers exposed to these recommendations are more likely to convert on-site 91% lift in conversion rate for non- brand auto terms when social annotations are present on ads Source: Google/Compete Google+ & Auto Industry Study, October 2012. Google Confidential and Proprietary 19
- 20. Measurable impact Measuring the impact Google Confidential and Proprietary 20
- 21. Measurable Impact Social Reports in Google Analytics: Tie real dollar amounts to your social marketing 20,358 ($113,037.50) Conversions 11,003 ($48,762.25) Assisted Social Conversions 2,375 ($8,687.00) Last Interaction Social Conversions Google Confidential and Proprietary 21
- 22. Making the most of Google+ Be Create more Promote Measure Discovered personal beyond the the impact engagement stream • Establish brand • Experiment with • Use Hangouts on identity with your • Enable social social reports in Air to broadcast a +page extensions to drive conversation Google Analytics search ad • performance Add the Google+ • Create a Hangout • Google+ Insights badge to your site App to make your • 5-10% lift in CTR (coming soon) brand experiences when social • Post rich content more social annotations appear on a regular basis in ads Google Confidential and Proprietary 22
- 23. + + + +++ +++ + ++ + + ++ + ++ + + Thanks + + + + ++ + + + ++ + ++ ++ + + Google Confidential and Proprietary 23
Editor's Notes
- In total, over 500M users have raised their hand to use their real identity across Google, and 235M users are taking social actions across their Google experience (things like +1-ing their favorite android app, to writing a review for a local restaurant using their real identity).On Google+, these passionate communities have lead to over 135M 30-day active users in the stream. Our active users are highly active, and are spending roughly 12 min per day in the stream. They’re sharing with friends, joining hangouts, uploading photos, etc. Simply put, is already large and continues to grow.
- Great, so what exactly IS Google+? We’ve been compared to social networks, identity log ins, and more. The approach is simple – Google+ is an effort to enhance your Google experience by adding True Identity, the notion of your Relationship (or graph), and Sharing (and recommendations).
- As Google+ users already know, the rest of the Google experience is slowing getting better. Here are a few examples –In search, we’re surfacing +1 recommendations for people’s favorite brand and products. We’re also experimenting with the idea of surfacing your public posts to make them more discoverable at the moment of relevance. If I search for “game winning homerun,” I’ll now see my nephew’s tee ball homer that my Aunt posted on Google+, right beside the Giants game highlights.On YouTube, we’ve begun to surface video content from your friends and family in Google+. Another great example of how your entire Google experience gets more relevant thanks to the notion of identity, and the graph (Google+).In Google Maps, you’ll begin to see the ratings and reviews from your foodie friends when you’re searching for a place to grab a bite to eat. Google working hard to make the user experience better than ever, and Google+ is the enabler.
- So that’s Google+ from a user’s point of view, now let’s shift gears and talk about what Google+ means for brand marketers. We’ve spent a lot of time with customers like you, and we’ve begun to hear 4 consistent benefits from the brands most engaged in Google+.Google+ is…enabling better discoverability of your brand content (can mention Search Plus Your World, YouTube content discovery, etc. here)Creating a new breed, of more personal brand engagement (can mention hangouts, communities, events here)Extending the value of “social” beyond the stream (social annotations in search, G+ follower remarketing beta, G+ post ads formats beta, etc.)Aiming to the impact of social (identity, relationships, sharing) on the metrics that matter (not create new ones, or use proxies).Let’s take a closer look at each.
- In brand marketing, we understand the importance of great content – whether you create it, or partner with creators. With an active Google+ page, we help to surface your post content to the right users, at the right moment. In the example here, H&M has an active and verified Google+ page, and posts regularly. Before Google+, the search results page for H&M surfaced a handful of little blue links. Now, thanks to their Google+ presence, a search for a the brand surfaces G+ posts in the search results, real-time content from their most recent post on the right hand side, their H&M profile logo, and a follow button to enable users to follow the brand, and form a persistent relationship with H&M.
- That’s great for brand terms, when people are specifically looking for you, your products, or content. But, let’s have a look at what happens when users search for a generic, non-branded term. Here is a search for Halloween Treats, a search you might not expect to see branded content naturally surface. But, in this case Martha Stewart, the Food Network, and Pottery Barn Kids content appears because they’ve posted relative content on Google+. This is a great example of how Google+ posts are driving discovery of some of your best content as marketers.
- We’ve even begun to extend this concept to YouTube. In this case, the only reason I watched the new UPS video (a testimonial video) is due to the fact that I follow UPS in Google+. Now, video content shared in Google+ is surfaced in my social feed on YouTube as well.
- In France, AXE used a Hangout on Air to broadcast a live will.i.am concert to the entire country, complete with a few lucky fans who got to speak directly to the pop star. AXE took it one step further by distributing the concert experience, live, on in a YouTube homepage masthead ad to those who couldn’t attend live.The event was a great example of taking social engagement, adding the power of personal, and then distributing at scale.
- These branded “effects” apps are cool (noses, glasses, etc.) but when we look to the future of the social experiences online, we’d like to give you the tools to make any of your brand experiences more social, more personal, with the click of a button (or the tap of a finger!). In this mock example, a retailer like J.Crew could make their shopping experience turn social. Not just with comments, or favorites. But live, in person, face to face, with friends and family.
- Google+ Communities are a place on Google+ where individuals, organizations, and business can meet and engage, based on shared interests and passions. This space will enhance what users already love about Google+ - the ability to find others with similar affinities or interests, and be able to connect and learn from experts.Real-world organizations, businesses, and brands are no different – you have topics, interests and causes that you share with your audience. Communities provides a place for all of these groups to converge.