Marketing Your Brand on Google+

Marketing Your Brand on Google+Expand Your Reach Like Never Before

#SFGplus

Shoma ThomasProduct Marketing

Spredfast

@shoma617

Desair BrownReader Advocacy Editor

USA Today

@desairbrown

#SFGplus

Jamie HertherGlobal Social Sales

Google+

Today’s Presenters

https://plus.google.com/u/0/116421617563352888378/posts?partnerid=gplp0



Google+:The Strategic Vision

#SFGplus

Google Confidential and Proprietary 4Google Confidential and Proprietary 4

June July October January 2012

April June September

010M

40M

90M

170M

250M

400M

500M

December

235MTaking social

actions across Google

135M30 day stream

actives

500MGoogle+ Users

A global community, with growing engagement

#SFGplus


Identity

Relationships

Sharing and Recommendations

#SFGplus

Google Confidential and Proprietary 66Google Confidential and Proprietary

Search Video Mobile Display Offers Local

+People +Relationships +Sharing +Recommendations

Google+ aims to make all of your Google experiences better

#SFGplus


How is Google+ creating value for businesses?

Deeper engagement

Measurable impact

Better Discovery

Marketing performance across the web

#SFGplus


Socially inspired brand awareness

Better Discovery

#SFGplus


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

#SFGplus


Better Discovery

#SFGplus


Surfacing Google+ posts on the go, exactly when you need it

#SFGplus



#SFGplus



#SFGplus


Better Discovery

Sharing videos in Google+, drives social discovery in YouTube

#SFGplus


Deeper engagement

A new breed of brand engagement

#SFGplus

Google Confidential and Proprietary 1616Google Confidential and Proprietary*for National Geographic’s online store and magazine AdWords campaigns

National Geographic engages its followers with photographers, explorers & Hangouts on Google+

“We’re not broadcasting at our followers, but bringing them along for the ride. That intimacy is definitely something we love about Google+”

- Mark Bauman, Senior Vice President, National Geographic

Goal

• Post frequently to their +Page, including visually stimulating photos and videos

• Enabled Social Extensions

• Hosted a seven continent HOA to celebrate their 125th anniversary

• Created a National Geographic Exploration Community

Execution

• Create a global community of followers passionate about the environment, geography and exploration

• Utilize the Google+ platform to share inspiring photography by journalists and members

Results

• High user engagement as seen through +1’s, comments and shares of posts

• Higher CTR, lower CPC & CPA when displaying social connections in search ads*

• 2.2M +page followers, 33K community members

• 22K hangout views, 10K +1’s and 250+ press mentions for the anniversary HOA

#SFGplus


Shop with your bridesmaids in a Google+ Hangout

Weaving social into the fabric of your brand site experiences

Deeper Engagement

#SFGplus

Google Confidential and Proprietary 1818Google Confidential and Proprietary-- Mocked example --

Deeper Engagement

#SFGplus


Google+ Communities: connecting people around passionsBrands and people come together and have rich conversations around shared interests

New

!

Deeper Engagement

#SFGplus


Ads are getting more relevant, and performing better

Marketing performance across the web

#SFGplus


Recommendations in search are driving increased ad performance

avg. search ad CTR uplift from social annotations

Across The Web

#SFGplus


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

#SFGplus


Measurable impact See the impact of social

on your business objectives

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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

#SFGplus


Social Measurability

G+ Ripples illustrate earned media, surface brand advocates

#SFGplus


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+

#SFGplus

Google+:The Practical Application

#SFGplus

Who’s on Google+?

Educated Professionals

Students

Early Adopters

Socially savvy75% of the Top 100 Brands

Every industry

B2C, B2B, and Nonprofits

Global to Local

#SFGplus

Who’s Doing It Well?

`

Why Are They Engaging?

#SFGplus

What Tactics Are They Using?

Where Are They Sending People?

Who’s Setting the Bar?

Pier 1 Imports: Promoting Sales on Google+

Highly Visual Presence

Driving Traffic to Website

Driving Traffic In Stores

#SFGplus

Vanguard: Educating Consumers on Google+

Know Their Audience

Market Insights

Have Fun, But on Topic

Promoting Products & Services

#SFGplus

Accenture: Demonstrating Thought Leadership on Google+

Focused on B2B Content

Driving Traffic to Blog Driving Traffic to Website

#SFGplus

Toyota: Strengthening Brand Loyalty on Google+

International Audience Showcasing Innovation

Highlighting New Products

#SFGplus

The Real Deal

#SFGplus

Engagin’ Aint Easy

#SFGplus

Efficient Publishing

Link Preview

Target Circles

Schedule Multiple

Posts

Approval Paths

Campaign TagsInstant

Publishing

Link Shortener

#SFGplus

Authentic Engagement

Unlimited Streams

Search Streams

Social Profiles

Influencer Tracking

Threaded Conversation View

Full Interaction History

#SFGplus

Actionable Insights

Post/Campaign Performance

Comparative Audience Insights

Network Impact

Flexible Reporting Periods

Google Analytics

#SFGplus

Recap

Opportunities that Google+ presents to brands

Examples of people who have created compelling Google+ Pages

Creating quality engagement across so many channels can be challenging, but technology makes it possible

Success Story

#SFGplus

Why USA TODAY Invested In Google+

• To Reach and Engage a New Audience

• Build Readership, Relationships and Loyalty

• Drive Traffic to Site

• Promote Engagement with Reporters, Experts

• Try out Unique Features

• Seamless integration

• Satisfy our Curiosity

#SFGplus

• Page started November 2011 • Social Media Editor

• 574,000 Have USA TODAY in a Circle• Social Team

Yesterday Today

#SFGplus

Google+ Helps Us Achieve

• Up to 20,000 page views a month

• Engagement where our graphics, tech and money content and breaking news are concerned

• Exposure, authorship and more engagement opportunities for staff and their content

• Hangouts – a new way to engage

• YouTube integration – embedded videos

#SFGplus

Challenges to Get Here Figuring out the best content to share

Limited admin access

Finding best times to post/engage

Staying on top of trends

Discovering how to use features/functionality

#SFGplus

Secrets to Our Success Post multiple times per day

Use images

Cover a variety of topics

Experiment!

#SFGplus

Tips and Takeaways Experiment with what makes Google+

different… (i.e. Circles, Hangouts and Communities)

…And what makes it the same (i.e. Hashtags, cover photos)

Link content and content creators

Post regularly

Connect with users

Track your metrics#SFGplus

Shoma ThomasProduct Marketing

Spredfast

@shoma617

Desair BrownReader Advocacy Editor

USA Today

@desairbrown

#SFGplus

Jamie HertherGlobal Social Sales

Google+

Today’s Presenters




More Google+ Resources

http://www.slideshare.net/Spredfast/spredfast-google-solution-overview

Solution Overview

#SFGplus

Webinar Slides

http://www.slideshare.net/

Google+ Pages

Google+

USA Today

Spredfast








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Marketing Your Brand on Google+