What is Google+ (and why should we care)?

The 2013 edition

Prepared by:Adam VincenziniOctober 2013

Title of Presentation

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Outline

1. Presentation focus2. Some general principles3. A quick history lesson4. What is Google+ (and why should we

care)?5. Final thoughts

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Today’s focus

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The focus of today’s presentation

Better understand the role Google+ plays within the Google product suite and why businesses

should care.

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General principles

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Content

Community

Conversations

Making social media work

In order for content marketing and social media to work, all three of these areas must work in unison.

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Guiding principles – a model

Be useful and / or

entertaining

Add value

Be timely Be human

By adding consistent and genuine value, people are more likely to follow, trust, consider and

recommend you.

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A quick history lesson…

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Understanding the origins of Google+

Structure

From search, to blogs, to videos...

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Understanding the origins of Google+

Structure

...Android, to Google Buzz, to

+1’s...

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Understanding the origins of Google+

Structure

...G+ Pages, to Communities, and

upgrades.

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What does it all mean?

Google is moving away from being a search engine, powered by an algorithm, towards being a

recommendations engine, powered by real people.

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Why are they making this move?

Behaviour Technology Privacy Revenue

Google, like any business, is driven by revenue. In order to maximise revenue, adapting to user

behaviour, technology and privacy concerns are critical.

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What is Google+ (and why should we care)?

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It is Google’s…

...social layer and social network / destination.

“Places where Google+ adds value

to my broader Google

experience..”

“A place I go to interact,

connect, stay informed..”

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Another way of looking at it…

Google+ is Google’s social spine

Image via techcrunch.com

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As a social network…

The Google+ features portfolio look similar to that of Facebook (or Twitter), but the user profile and

network DNA are quite different.

Key Features

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Niche Mass

Technophobe

Tech-Savvy

*Source: Flowtown.com

DNA Comparison - User

?

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Broadcast Dialogue

Lifestyle

Professional

DNA Comparison - Style

?

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Unique Google+ features

The ‘circles’ feature helps you organise your community, making it easier to share the right

content with them.

e.g A VIP Customers Circle

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Unique Google+ features

The ‘communities’ feature gives you a chance to engage with people who have similar passions to you.

e.g passionate about baking

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Unique Google+ features

The ‘hangouts’ feature is a group online video chat function which can be extended to be shown live,

recorded and published on YouTube and more.

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As a social network / destination

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As a social network…

PostsFollowers (circles)

Following (circles)

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As a social network…

Community

+1 and share

Hashtags

Faces

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As a social network…

Recipes Promotions Products

Cadbury adopts a very familiar social media approach, basing output around three primary

content themes / buckets.

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As a social network…

The key takeouts about Google+ as a social network are:

•The basic content, community and conversations principles still apply

•While some features are genuinely different from the other networks out there, the ‘social network’ element of Google+ isn’t mind-blowing

But, the way it integrates with the rest of Google’s products is where it gets interesting

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As a social layer for the Google product suite

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Google+ in search

.Google is trying harder than ever before to keep users within

Google (as opposed to sending people to 3rd party sites without paying for it).

Integrating your Google+ profiles gives you the chance to capture that user.

Side panel results

Follow from side panel result

Latest G+ posts

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Google+ in search

Here’s another example which helps people show how many other people follow that business on Google+

(which normally encourages them to like it too).

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Google+ AdWords…

Follows (and +1’s) aim to encourage greater interaction with paid search

results.They attempt to be a social ‘endorsement’.

This element of the Google+ social layer is very linked to the Company’s desire to increase revenue

from paid search.

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Google and the +1 button

The +1 button serves two purposes which ‘endorses’ the

page by a human.

Google wants content to succeed because people like it, not because a smart SEO operator has jammed it with the right

keywords..

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Google+ Places / Local

It could be argued, that Google+ is vital for businesses who have a physical location (e.g. restaurants) as reviews and Google+ page links can appear in search results if linked.

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Google+ and YouTube

You now need to have a Google+ account to comment on YouTube videos. Expect more and more integration like

this.

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As a social layer…

The key takeouts about Google+ as a social layer are:

•Google has recognised a people-powered web works to their advantage (to a degree)

•It is using it’s considerable footprint to ‘force’ people onto Google+ and will continue to find ways to make it relevant

But, ultimately, business success on Google+ isn’t just down to the activity that takes on the physical (virtual) network

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Final thoughts

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Final thoughts

• Google+ is both a social networks / destination and Google’s social layer

• Being active on Google+ is very dependent on the size, scale and other marketing activity of your business

• If you have a physical location, Google+ is probably more suited than if you don’t, due to the Google Places / Local integration

• Google will continue to find ways to make Google+ something that will be difficult to ignore

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About Kamber

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Kamber is a specialist content marketing and social media consultancy.

We help clients get the most out of their digital footprint by planning, producing, publishing and promoting content people crave.

Kamber.com.au

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We get the balance right

To be successful in the modern media landscape, you must get the balance right between “always on” and campaign activity.

We help with both.

“Always on” Creative campaigns

Kamber.com.au

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We follow a proven approach

This process allows for continual improvement and optimization.

Kamber.com.au

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Our resulting areas of focus

Strategy and advice

Digital content and asset production

Social media

conversations

Distribution and

visibility tools

Monitoring and

analytics

Training and

mentoring

Kamber.com.au

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Adam VincenziniManaging PartnerKamberM: +61 428 342 323E: adam@kamber.com.au

Kamber.com.auTwitter.com/KamberCoFacebook.com/KamberCo

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Presentation credits

Kamber.com.au

A number of sources were reviewed and referenced as part of this presentation, including:

• MartinShervington.com

• Google+ for Business

• Google for Places

• Google.com/history

• TechCrunch.com

All images were original screen grabs unless otherwise specified.