Google+ Overview For Brands & Marketers

GOOGLE+ VISIONToday, the connections between people increasingly happen online. Yet the subtlety and substance of real-world interactions are lost in the rigidness of online tools.

In this basic, human way, online sharing is awkward. Even broken. And we aim to fix it.

We’d like to bring the nuance and richness of real-life sharing to software. And so begins the Google+ project

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Vic Gundotra, Senior Vice President, Engineering

Contents: What is Google+? How does it work? Who is the Google+ Audience? What are the benefits for users? How does it compare to Facebook and Twitter? How can businesses use It? What is the marketing approach? What is the future for Google+?

What Is Google+?

Google+ is an integrated social network that connects all of Google’s products using a social layer.

It is the culmination of a year-long project led by Vic Gundotra, Google’s senior vice president of social and has been pegged as their answer to Facebook.

6 Things You Need to Know About Google+

All Google accounts will be converted to + Business pages will be available Select group of brands for Beta stage All profiles will be public Integrated across all Google products Was inspired by Facebook’s failures

Features & FunctionsThe Black Bar: new navigation bar at the top of the browser that follows the user across the different Google products. Also known as the notification bar.

Features & Functions

Profiles:user profile page that includes About section and tabs to

different sections (very similar to Facebook profiles).

Stream/Home:the newsfeed that displays updates from you

and your connections


Circles:groups of people that you’re connected with that can be organized around any topic (i.e. co-workers, family, etc.)

Hangouts:group video chats that allows up to 10 different webcams to

by synced at once


Sparks:an RSS reader style feed that provides you news updates

based on topics you select

Photos:a stream of all the photos added by you and your

connections. It can be directly linked to your mobile phone.


+1 Button:a feedback system that allows you to share content by

clicking (i.e. “Like” button).

Mobile:available as an Android app (or mobile Web) and syncs with a phone’s GPS, camera, and messaging to make it easy to share

with your Circles.

How Does It Work?

Content is Discovered Content is SharedContent is Discussed

The goal is to make connecting with people on the Web more like connecting with them in the real world.

Who Is The Google+ Audience?

Top users are early adopters and tech enthusiasts (i.e. Robert Scoble).

Mainstream Audience

Business Audience

Brands Marketers

DevelopersInitial reports suggest about 10 million total users (as of 7.12.11)

Profiles designed specifically for businesses including everything from small businesses to individual contractors up to the largest brand names in the world.

Profiles will evolve in a way to allow businesses to build profiles and interact with the public.

What Are the Benefits for Users?

Circles allows users to control privacy in a way that is clear and organized around shared interests.


Integration with Gmail will improve the service, reducing spam and bringing more relevant content to users

All Google products are expected to be enhanced with a new social layer.


Integration with Google Music, Picasa and YouTube will make it an ultimate entertainment platform.

Content can be discovered, shared and discussed in a single environment.


The more inviting “hanging out” notification reduces awkward social friction that comes with social networking.


The Instant Upload feature will send content directly from your phone to your profile.


Sparks will suggest content you might like based on your profile.

Google+ vs. Facebook vs. TwitterGoogle+ Facebook Twitter

Video Chat y y n

Group Video Chat y n n

Follow Those That Don’t Follow You y n y

Private Profiles n y n

Comments on Posts y y n

Content Recommendation System y n n

Group Chat y n n

Mobile Chat y n n

Social Games n y n

Q&A n y n

How Will Businesses Be Able To Use It? Profile Pages (optimized for

businesses) Branded Hangouts with Customers

(or partners) Content Distribution SEO Applications Customer Service Collaboration Research & Data

What Is the Recommended Marketing Approach?

Google+ can make online relationships with brands more natural by mimicking real-world social interactions.

A strong overall social media strategy will make it easy to plug-in and adapt directly to Google+.


Initial features such as “Hang Outs” suggest a personal and human approach will be encouraged. Customer service could be the killer app for brands.

Google Circles suggest a segmented and customized approach. Rumors speculate that brand Circles could be based on types of content.


An integrated marketing approach is a must. Google touches many segments including Search, Video (YouTube), Mobile (Android), Advertising (AdWords), etc.

Don’t forget the +1 button. Proper integration into your other owned media will improve your Google+ approach.

What is the Future of Google+?5 Predictions:

Google+ will not be a “Facebook killer” in the short term. They will instead co-exist. Facebook will play a similar role to Apple iOS (more controlled) and G+ will play the role of Android (more open).1)

2)

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Google+ could become the premiere platform for applications for the Web and mobile.

Google+ will hurt traditional Web properties such as Yahoo and Microsoft more than social companies with the increased adoption of Google’s other products (i.e. Documents, Search).

Brands will love Google+ because they already own the majority of the Web. You’ll only need one partner. And commerce integration appears to be intuitive.

Google+ will look, feel and be used completely differently 5 years from now.

Will It Be Successful? An Expert’s take.

“When it comes to features, Google is at parity with

Facebook, but isn’t compelling for a mass immigration of social

behavior. They must quickly integrate Google’s unique

products like YouTube, Gmail, Apps, and others to slowly attract users over.”

- Jeremiah Owyang

“…lots of companies are going to build things like video chat, but Facebook competitors also

have to build up their social graph first. Facebook’s job is

to just keep innovating.”

- Mark Zuckerberg

“Your mom won’t use Google+.”

- Robert Scoble

“Decided to forward http://kevinrose.com to my Google+. G+ gives me more (real-time) feedback and engagement than my

blog ever did.”

- Kevin Rose

”I don't think competitors kill companies and services. I think the vast majority of "deaths" are self inflicted.

Facebook didn't kill MySpace and Friendster, they killed themselves.”

- Fred Wilson

Next Steps

Get a G+ invite and explore Distribute this POV to your colleagues and other stakeholders

in your company Fill out the Google+ Entity Profile Application Reach out to Moxie to engage with Google and for more

information on how to participate.

Google+ Overview For Brands & Marketers

Technology

Transcript of Google+ Overview For Brands & Marketers