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Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social. Google's Blake Landro and Jamie Herther offered exclusive insider advice on the opportunities to use Google+ at scale. Leading social practitioners from Groupon and Intel, Ray Popp and Hank Lea, shared reactions, discussing relevant use cases and offering feedback; the Google+ team then provided real-time answers and suggestions. Watch the full webinar here: http://youtu.be/Vl5NnKsv_O8
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Google Confidential and Proprietary 11Google Confidential and ProprietaryGoogle Confidential and Proprietary#SocialAtScale
Google Confidential and Proprietary 2Google Confidential and Proprietary 2#SocialAtScale
#SocialAtScale
WEBINAR: Can Google+ Help Enterprise Brands?
Google Confidential and Proprietary 3Google Confidential and Proprietary 3#SocialAtScale
Guest Speakers
Moderators
Hank LeaWeb Marketing Specialist, Intel Corporation
Ray PoppHead of Content & Social Media, Groupon
Blake LandroLead Social Strategy & Solutions, Google
Jamie HertherGlobal Social Solutions, Sales Lead, Google
Esteban ContrerasDirector of Strategy, Sprinklr
Jeremy EpsteinVP of Marketing, Sprinklr
Google Confidential and Proprietary 44Google Confidential and ProprietaryGoogle Confidential and Proprietary
Google+ and BrandsThe value of Identity, Relationships & Sharing…across the web
Google Confidential and Proprietary 55Google Confidential and Proprietaryhttp://www.youtube.com/watch?v=QgR6Y5nrTdQ
Google Confidential and Proprietary 66Google Confidential and Proprietary
Jun Jul Oct Jan 2012 Apr Jun Sep Jan 2013 MayMar
A global community, with growing engagement
190MMonthly active users on Google+
390MTaking social actions across Google
Google Confidential and Proprietary 77Google Confidential and Proprietary
Identity
Relationships
Sharing and Recommendations
Google Confidential and Proprietary 88Google Confidential and Proprietary
Search Video Mobile Display Offers Local
+People +Relationships +Sharing +Recommendations
Google+ aims to make all of your Google experiences better
Google Confidential and Proprietary 99Google Confidential and Proprietary
How is Google+ creating value for businesses?
Deeper engagement
Measurable impact
Better Discovery
Marketing performance across the web
Google Confidential and Proprietary 1010Google Confidential and Proprietary
Socially inspired brand awareness
Better Discovery
Google Confidential and Proprietary 1111Google Confidential and Proprietary
Google+ enables brand discoverability
Google+ Posts in SearchYour followers may see content you’ve posted on your Page when it’s relevant to their search terms
Surfacing your Google+ PageUsers can click through to your Page, right from the search results page
Real-time contentIf you post frequently on Google+, users may see your most recent post right in search
Better Discovery
Google Confidential and Proprietary 1212Google Confidential and Proprietary
Better Discovery
Google Confidential and Proprietary 1313Google Confidential and Proprietary
Surfacing Google+ posts on the go, exactly when you need it
Google Confidential and Proprietary 1414Google Confidential and Proprietary
Better Discovery
Sharing videos in Google+, drives social discovery in YouTube
Google Confidential and Proprietary 1515Google Confidential and Proprietary
Deeper engagement
A new breed of brand engagement
Google Confidential and Proprietary 1616Google Confidential and Proprietary
Topshop leverages Google+ to transform the fashion show Program included HOAs featuring the Topshop Model Cam, backstage events & interviews with models & designers, and a special G+ photo booth at the flagship store
- 7,500 live views of the red carpet hangout
- 4M video views across platforms (social and owned)
- 300K new Google+ followers in 2 weeks
- G+ posts viewed 400K times
- 600+ animated photos from G+ photo booth at Topshop’s flagship store
Results
Google Confidential and Proprietary 1717Google Confidential and Proprietary
Hangout Applications let brands customize any experience to be more social
Deeper Engagement
Toyota Collaborator Hangout App: • Build your dream car with your
friends • Go on a test drive • Ask a Toyota salesman questions
Penguin Storytime Hangout App: • Read a bedtime story with your
kids regardless of where you are • Act out the story together live • Use your webcam to become the
characters
Google Confidential and Proprietary 18Google Confidential and Proprietary 18
Communities: Connecting people around passions Cadbury’s first Google+ community attracts 20,000 fans in less than three months Goals
• Build a network around cakes and baking
• Drive deep engagement through recipes
Approach
• Launched inaugural community
• Obtained valuable user-generated content
• Cross-promoted community in main G+ page
• Posted links on other social networks to recipes
Results
• One of the top 100 communities on G+
• Over 20,000 members
• Over 2,500 recipes posted
• 20 interactions per post on average
Client
logo
Screenshot
Deeper Engagement
Google Confidential and Proprietary 1919Google Confidential and Proprietary
Provide fast and trusted sign-in
Customize your app Grow your audience when users pull friends to your app
Drive Android installs 40% acceptance rate for OTA
Engage users across devices with Google Sign-In
Deeper Engagement
1.3MAndroid devicesactivated daily
900M+Android devices activated worldwide
Google Confidential and Proprietary 2020Google Confidential and Proprietary
Ads are getting more relevant, and performing better
Marketing performance across the web
Google Confidential and Proprietary 2121Google Confidential and Proprietary
By upgrading to enhanced campaigns and managing an active Google+ Page, social recommendations will automatically surface when relevant
Source: Google Internal Data
Social recommendations can improve ad performance, and are now easier with Enhanced Campaigns
Across The Web
5-10%
average search ad CTR uplift from social annotations
Google Confidential and Proprietary 2222Google Confidential and Proprietary
91%lift in conversion rate for non- brand auto terms when social annotations are present on ads
Better yet, in the Automotive sector, shoppers exposed to these recommendations may be more likely to convert on-site
Source: Google/Compete Google+ & Auto Industry Study, October 2012.
Across The Web
Google Confidential and Proprietary 2323Google Confidential and Proprietary
Measurable impact See the impact of social
on your business objectives
Google Confidential and Proprietary 2424Google Confidential and Proprietary
20,358 ($113,037.50)Conversions
11,003 ($48,762.25)Assisted Social Conversions
2,375 ($8,687.00)Last Interaction Social Conversions
Social Reports in Google Analytics: Tie real dollar amounts to your social marketing
Measurable Impact
Google Confidential and Proprietary 2525Google Confidential and Proprietary
Social Measurability
G+ Ripples illustrate earned media, surface brand advocates
Google Confidential and Proprietary 26Google Confidential and Proprietary 26
Measure the impact
• Review CTR impact of Social Annotations in AdWords
• Experiment with social reports in Google Analytics
Be discovered
• Establish brand identity with your +page
• Add the Google+ badge to your site
• Post rich content on a regular basis
Drive performance across the web
• Enable social extensions to drive search ad performance
• 5-10% lift in CTR when social annotations appear in ads
Create more personal engagement
• Use Hangouts on Air to broadcast a conversation
• Create a Hangout App to make your brand experiences more social
Making the most of Google+
Google Confidential and Proprietary 27Google Confidential and Proprietary 27#SocialAtScale
SOCIAL STATETHOUGHTS, STATS AND STORIES ABOUT THE STATE OF SOCIAL MEDIA IN 2013
Esteban ContrerasDirector of Strategy at Sprinklr
Author