What Google+ Means for Marketers

Scott Monty

Global Head of Social Media

Ford Motor Company

A Ford leadership story

The Ford Google+ Story

Testing…1…2…3...

Connecting can be difficult

The party is only getting bigger48

hours of video is uploaded to YouTube every minuteInternal YouTube data 2011

And, getting shorter 56% of DVR owners fast forward through commercials

Nielsen 2010

But…Payoff for connecting has never been greater

77% of brand contentis created by consumers

90% trust recommendations from people they know

360i 2009 Nielsen 2009

How do you cut through and truly connect?

Identity

Relationships

Sharing

Social is a core human behavior, not a destination.

Challenges within social

Problem: Messages are impersonal

What if you could share the

right content with the

right people?

How was your trip?

My mom The guys Jason

Internal Google Data 2011

CirclesThe right message to the right people

Quirky Comedy

Fans

4268

Problem: Comments aren’t conversations

What if you could have

real conversations with your customers?

Real conversations with the right customers

Hangouts

Enabling social brand engagement Social brand video experiences with the click of a button

Screenshot

Hangouts with extrasShare your screen for customer service

Hanging out with the PresidentThe White House experiments with Google+

Problem:

Recommendations lack staying power

Problem: Recommendations lack staying power

What if

recommendations were surfaced when they mattered most?

Recommendations Influence Purchases

71%

Say reviews from family members or friends influence

purchase decisions

84%

Use online sources when deciding what

to buy

Harris Interactive 2010 Google research study 2011

Search & the +1 Button Stand out on Google search with recommendations when you need them

Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this

,,,

Problem: Social as yet another channel

What if you had

social elementsin all your efforts?

Google+ PageYour identity on Google

Google+ PageYour identity on Google

Cross-channel audience developmentDriving followership to continue the relationship

sites

display

video

mobile

search

Google+ page

+your brand

Connect all your +1’s across the web

Messages are impersonal

Comments are not conversations

Recommendations lack staying power

Social is yet another channel

Search

Video Mobile

Offers Local SiteDisplay

Google+ as a common thread, not another channel

How To Get Started

Share valuable content and hold Hangouts

Promote your page with badges and offline marketing

Create a page & link it to your site and ads