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#SocialAtScale

WEBINAR: Can Google+ Help Enterprise Brands?

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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

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Google+ and BrandsThe value of Identity, Relationships & Sharing…across the web

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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

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Identity

Relationships

Sharing and Recommendations

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Search Video Mobile Display Offers Local

+People +Relationships +Sharing +Recommendations

Google+ aims to make all of your Google experiences better

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How is Google+ creating value for businesses?

Deeper engagement

Measurable impact

Better Discovery

Marketing performance across the web

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Socially inspired brand awareness

Better Discovery

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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

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Better Discovery

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

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Better Discovery

Sharing videos in Google+, drives social discovery in YouTube

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Deeper engagement

A new breed of brand engagement

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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

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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

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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

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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

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Ads are getting more relevant, and performing better

Marketing performance across the web

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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

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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

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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

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Social Measurability

G+ Ripples illustrate earned media, surface brand advocates

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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+

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SOCIAL STATETHOUGHTS, STATS AND STORIES ABOUT THE STATE OF SOCIAL MEDIA IN 2013

Esteban ContrerasDirector of Strategy at Sprinklr

Author