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Google Confidential and Proprietary 2 2 Google 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 3 3 Google Confidential and Proprietary
Google+ aims to make all of your Google experiences better by adding identity, relationships and sharing to all of Google’s products.
Google Confidential and Proprietary 4 4 Google Confidential and Proprietary
Searching for your next winter getaway
Google Confidential and Proprietary 5 5 Google Confidential and Proprietary
Using Google Maps to plan your route
Google Confidential and Proprietary 6 6 Google Confidential and Proprietary
Finding the best restaurant for dinner
Google Confidential and Proprietary 7 Google Confidential and Proprietary 7
Are people really using Google+?
Google Confidential and Proprietary 8 Google Confidential and Proprietary 8
June July October January 2012 April June September
0 10M
40M
90M
170M
250M
400M
500M
December
235M Taking social actions
across Google
135M 30 day stream
actives
500M Google+ Users
A global community, with growing engagement
Spending 12 min/day in the stream on average
Google Confidential and Proprietary 9 9 Google Confidential and Proprietary
Why is it important for my business to be on Google+?
Google Confidential and Proprietary 10 10 Google Confidential and Proprietary
How is Google+ creating value for businesses?
Deeper engagement Hangouts, Communities and Sign-in
Measurable impact Google Analytics, Insights and Ripples
Better Discovery SEO benefits across search, mobile and YouTube
Marketing performance across the web Integration of social recommendations across paid ads
Google Confidential and Proprietary 11 11 Google Confidential and Proprietary
Socially inspired brand awareness
Better Discovery
Google Confidential and Proprietary 12 12 Google Confidential and Proprietary
Google+ enables brand discovery in search Verified G+ pages can appear on the right hand side of Google.com search results
Better Visibility
Surfacing your Google+ Page Users can click through to your Page, right from the search results page
Real-time content appears If you post frequently on Google+, users may see your most recent post right in search
Relevant Google+ Posts are surfaced Your followers may see content you’ve posted on your Page when it’s relevant to their search terms
Google Confidential and Proprietary 13 13 Google Confidential and Proprietary
Surfacing Google+ posts on the go, exactly when you need it
Better Visibility
Google Confidential and Proprietary 14 Google Confidential and Proprietary 14
Deeper engagement A new breed of brand
engagement
Google Confidential and Proprietary 15 15 Google Confidential and Proprietary
Hangouts: More meaningful conversations with your customers
Deeper Engagement
Google Confidential and Proprietary 16 16 Google Confidential and Proprietary
Hangout Applications: Customize any brand experience to be more social
Deeper Engagement
Google Confidential and Proprietary 17 Google Confidential and Proprietary 17
Communities: Connecting people around passions Brands and people come together and have rich conversations around shared interests
Deeper Engagement
Google Confidential and Proprietary 18 Google Confidential and Proprietary 18
Value for users: • Simple and secure sign-in • Works across devices • Selective, non-spammy sharing
Google+ Sign In: Delivering value beyond Google properties
Google Confidential and Proprietary 19 Google Confidential and Proprietary 19
Relevant Reach Grow your audience when users pull friends to your app
Google+ Sign-In Value for Marketers
Deeper engagement Get more signed-in users Customize your app
Measurable performance Measure Sign-In activity Optimize engagement
Better Discovery Drive Android installs
Google Confidential and Proprietary 20 Google Confidential and Proprietary 20
One-click Android installs when a user signs in to your site
Google Confidential and Proprietary 21 21 Google Confidential and Proprietary
Ads are getting more relevant, and performing better
Marketing performance across the web
Google Confidential and Proprietary 22 22 Google Confidential and Proprietary
Recommendations in search are driving increased ad performance
avg. search ad CTR uplift from social annotations
Across The Web
Google Confidential and Proprietary 23 23 Google 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 are more likely to convert on-site
Source: Google/Compete Google+ & Auto Industry Study, October 2012.
Across The Web
Google Confidential and Proprietary 24 24 Google Confidential and Proprietary
Measurable impact See the impact of social on
your business objectives
Google Confidential and Proprietary 25 25 Google 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 26 26 Google Confidential and Proprietary
Social Measurability
G+ Ripples illustrate earned media, surface brand advocates
Google Confidential and Proprietary 28 28 Google Confidential and Proprietary
9 steps to a successful Google+ strategy
CREATE A GOOGLE+ PAGE
VERIFY YOUR PAGE
ENABLE SOCIAL EXTENSIONS WITHIN ADWORDS
CLAIM YOUR CUSTOM URL
ASSIGN PAGE MANAGERS
ADD THE G+ BADGE TO YOUR SITE
POST EXCLUSIVE CONTENT
GROW YOUR FOLLOWER BASE
ENGAGE WITH YOUR COMMUNITY
Google Confidential and Proprietary 29 29 Google Confidential and Proprietary
Create a Google+ page Establish your brand identity across Google
Create a page from your personal profile
Add your website, contact info and business hours to the About section
Customize your page with a profile and cover photo
Google Confidential and Proprietary 30 30 Google Confidential and Proprietary
Verify your page Ensure your official identity across Google
Brands must be verified in order to surface content in Google search, enable social extensions and claim a custom URL. How to verify a +page: • Internal: go/+verify • External:
http://support.google.com/plus/bin/request.py?hl=en&contact_type=page_verification&rd=1
Google Confidential and Proprietary 31 31 Google Confidential and Proprietary Sources: Google internal data
Enable social extensions within AdWords Integrate social recommendations to ads to improve marketing performance
Step 2
Choose “social extension” from the view dropdown
Click the ad extensions tab
Step 1
Annotations increase avg. click through
rate by 5–10%
Click “+ new extension
Step 3
Paste the url from your Google+ page and save
Step 4
Google Confidential and Proprietary 32 32 Google Confidential and Proprietary
Claim your custom URL Enable simple navigation to your +Page and integrate across initiatives
In order to be eligible a page must be verified, have a complete profile (profile photo, cover photo, about section), be a frequent poster and have a meaningful following. How to claim a custom URL: • Internal: go/customURL • External: A custom URL will appear within a page’s account to claim once the page
has been actively posting and grown followers to a sufficient number
Google Confidential and Proprietary 33 33 Google Confidential and Proprietary
Assign page managers Invite additional people to manage your +page
There is a limit of 50 managers per page, and an individual can manage up to 50 pages. How to add a manager to your page: • Click the drop down menu in the upper right of your page and select Settings • Click ‘managers’ at the top of the page • Enter the email address for the person you want to invite to be a manager and click
‘invite’
Google Confidential and Proprietary 34 34 Google Confidential and Proprietary
What should I post on Google+? How is it different?
Google Confidential and Proprietary 35 35 Google Confidential and Proprietary
Photo and video posts are the most engaging Include personalization, such as text commentary, within the post
Google Confidential and Proprietary 36 36 Google Confidential and Proprietary
Host hangouts and share exclusive content Post at least every 72 hours to enable better visibility on Google.com
ChefHangout.com hosts weekly cooking classes with chefs from around the world
via Google+ hangouts.
Burberry introduces their new Spring/Summer beauty
collection via Google+
Google Confidential and Proprietary 37 37 Google Confidential and Proprietary
How do I drive followers?
Google Confidential and Proprietary 38 38 Google Confidential and Proprietary
Cross promote your +Page on your website Add the Google+ badge and +1 button to your website
Adding the G+ Badge and +1 button is as simple as adding a small snippet of code. Check out how you can implement these plug-ins by visiting https://developers.google.com/+/web
Google Confidential and Proprietary 39 39 Google Confidential and Proprietary
Recruit followers right from your own +Page Add a call to action in your profile photo to +1 or follow your page
Google Confidential and Proprietary 40 40 Google Confidential and Proprietary
Promote your +Page across your other platforms Integrate Google+ within both your online and offline media
Google Confidential and Proprietary 41 41 Google Confidential and Proprietary
How do I build a community?
Google Confidential and Proprietary 42 42 Google Confidential and Proprietary
Start your own community based on topics of interest to your customers and brand
Google Confidential and Proprietary 43 43 Google Confidential and Proprietary
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
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Google Confidential and Proprietary 44 44 Google Confidential and Proprietary
Join the conversations already happening in existing communities related to your brand
Google Confidential and Proprietary 45 45 Google Confidential and Proprietary
Listen to what your customers are saying – about your brand or related topics and issues
Google Confidential and Proprietary 46 46 Google Confidential and Proprietary
Map key influencers for your brand or industry Tap into these brand advocates to grow your follower base
Google Confidential and Proprietary 47 47 Google Confidential and Proprietary
Partner with brand influencers to create content Create programmatic G+ hangouts or events together
Google Confidential and Proprietary 48 48 Google Confidential and Proprietary
How can different areas of my company use Google+?
Google Confidential and Proprietary 49 49 Google Confidential and Proprietary
Customer Support: Troubleshoot customer service issues with Google+ Verizon responded to a customer complaint and helped resolve on G+
Google Confidential and Proprietary 50 50 Google Confidential and Proprietary
Human Resources: Recruit new employees via G+ InternMatch hosted a HOA with Facebook, Geico, Saks and Viacom/MTV
Google Confidential and Proprietary 51 51 Google Confidential and Proprietary
Sales: Hold face to face conversations with customers on Google+ Colonial Automotive Group holds a hangout to chat about an all-new VW
Beetle with an interested customer
Google Confidential and Proprietary 53 53 Google Confidential and Proprietary
Consumer Packaged Goods Best in class examples by industry
Google Confidential and Proprietary 54 54 Google Confidential and Proprietary Google Confidential and Proprietary
Cadbury engages with more than 2.8 million people through Google+ Create • Used circles to group followers based on
their chocolate preferences • In over 500 posts, Cadbury’s Google+
page has registered impressive metrics: • Total +1s on posts: 39,759 • Total shares: 11,243 • Total comments: 18,182 • Average comments per post: 34.5 • Most popular post: 495 comments
and 902 reshares Share • Boosted followers by 150,000 through
hangouts
Promote • 10,000 new followers per day through the G+ badge
implementation • 17% uplift in campaigns’ CTR thanks to social extensions • Increase of 7.5% of traffic from Google URLs • Used Google+ to launch Bubbly bar, achieving 8 £ Sales
Cadbury created a replica Google+ page from chocolate and featured this exclusive content during a hangout
Google Confidential and Proprietary 55 55 Google Confidential and Proprietary Google Confidential and Proprietary
Starbucks almost doubles followers in under three months to reach 1.1M Build a community • Grew followers from 690K to 1.1M from
December 2012 to March 2013
Engage • Increased posting to 2-3X per week • Primarily posts one nice photo w/
simple line of text • Recent posts all received 500-1K +1’s
and 50-100 reshares each
Promote • Implemented social extensions
Learn what works • Simple, repeated magic formula posts • Authentic, not stock photos • Offers • Posts for special occasions • Cute and reshareable posts create
virality
Google Confidential and Proprietary 56 56 Google Confidential and Proprietary
Retail Best in class examples by industry
Google Confidential and Proprietary 57 57 Google Confidential and Proprietary
H&M reaches over 2M users with engaging exclusive content Goal • Use social media to focus on inspiration • Emphasise role as trend-led and up-to-the-
minute fashion brand Application • Supplied a steady stream of interactive content
tailored specifically to Google+ • Extensively used images and video to bring the
clothing and lifestyle to life • Ripples functionality helped to identify influencers
and trendsetters • Social extensions integrated social strategy into
search Results • On average, 11 reshares, 72 +1’s and 22
comments per post • 22% CTR uplift in AdWords thanks to social
extensions
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Appliances Online forges meaningful connections and makes dramatic gains in search Goals • Communicate on another level with customers • Improve click-through rate on search Application • Added followers through innovative use of
circles, cross promotion and ripples • Engaged users with hangouts and rich media • Launched social extensions in AdWords Results • 33% CTR uplift, 8% CPA decrease and 7% CPC
decrease in search with social extensions • 300 new Google+ followers per day thanks to
competitions on other social networks where Google+ badge is featured
Client logo
Screenshot
Google Confidential and Proprietary 59 59 Google Confidential and Proprietary
Deeper Engagement
Lowe’s Geek Your Home community has over 3,100 members Lowe’s discusses home technology solutions with their customers
Google Confidential and Proprietary 60 60 Google Confidential and Proprietary
Technology Best in class examples by industry
Google Confidential and Proprietary 61 61 Google Confidential and Proprietary
Intel: Increases their search campaigns CTR by 8-10% Goal • To display the power of recommendations that Intel has earned across the web in all their
European markets Application • Intel used social extensions for the first time in Germany and the United Kingdom as part of
its launch campaign for the new UltrabookTM Results • 8-10% CTR uplift in search thanks to social extensions • A boost in visitor traffic to its website • Following the success in search, Intel has now implemented social extensions across all
their campaigns
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Google Confidential and Proprietary 62 62 Google Confidential and Proprietary
With Google+ Vodafone Egypt engages customers and boosts AdWords CTRs by 14% Goal • Interact with community and seek feedback • Make gains in terms of SEO • Establish premier social media presence
Application • Post photos and insert effects • Post videos to and from YouTube Results • “We found that Google+ is a very good
opportunity to keep in touch with our users especially as it includes a lot of exclusive features like circles and hangouts.” • Increased AdWords CTR by 14% thanks to
social extensions
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