GOOGLE PLUS FOR BRAND A Point Of View

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GOOGLE+ | OVERVIEW

  Google+ launched in July, 2011   90MM users worldwide as of Dec, 2011

  28MM US users (number 1 country)

GOOGLE+ | OVERVIEW

  49MM total visits, Dec 2011 (US)   18.9 MM unique visitors, Feb 2012 (US)

GOOGLE+ | GENDER BREAKDOWN

  17MM US users are males   11MM US users are females

GOOGLE+ | AGE BREAKDOWN   45% of US users between ages 18-24   23% of US users between ages 25-34

GOOGLE+: NOT JUST ANOTHER SOCIAL NETWORK

“Google+ is Google itself.“

Twitter = Perspectives   Twitter is for real-time perspectives, news and information

Facebook = People   Facebook is for friends, families, colleagues. In short, it is for

people

Google+ = Passions   Google+ enables you to pursue your shared interests with people

you don’t know. In short it is for passions.

Bradley Horowitz, VP Products, Google+

Guy Kawasaki, Author What The Plus, 2012

FACEBOOK vs. GOOGLE+ vs. TWITTER Facebook Google+ Twitter

Two-way connecting for users One-way connecting (no need to follow back a follower)

One-way connecting

Lists Circles Lists

Post to Group or set of friends Posts to specific Circles and followers

N/A

Post to limited fans –for pages (based on location and language)

Post to specific Circle – for pages (based on categories such as Customers, VIPs)

Direct Message Followers without following (for verified pages)

Post visibility determined by EdgeRank

Posts visible to any follower as well as public

Tweets visible to any follower as well as public

Posts not indexed on search engines

Post indexed on search engines Tweets not indexed on search engines

Post Likes Post +1’s Favorite Tweet

Comment Likes Comment +1’s N/A

In-line photos and videos In-line photos and videos N/A

Users can message brands directly

Users can post to specific brand

Followers can Tweet to brands

One-on-one video chat Hangout-multi-person video chat

N/A

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GOOGLE+ |BRAND PAGES

Google+ profile photo

Cover Photo (can be series of images or one single image like Facebook)

Users can +1 the page, this is not the same as adding the page to one of their circles

Users must add the brand to one of their circles

Users can see people from their circles who have also circled the brand

GOOGLE+ BRAND PAGES |ABOUT SECTION

  About section has the following   Tagline   Introduction   Contact Info   Website

GOOGLE+ |FEATURES

 Circles (a friend/follower management service)  Hangouts (a video chat service)  Stream (a newsfeed)  Sparks (similar to Google Alerts)  Trends (similar to Twitter’s trending topics)  What’s Hot (a recommendation engine)  Games and Photos  Google+ Ripples  Search Plus Your World

GOOGLE+ |CIRCLES

 Users can add people they know or don’t know and brands they want to follow into different circles

  It is based on the user’s interest graph or passions

GOOGLE+ |CIRCLES

 Circles allow users to distribute, curate and receive content of specific interest

Alex loves to write about food (e.g. blogger)

Marie loves to curate food related information

Brad loves to food related information reads

SEARCHING BY INTERESTS TO ADD TO A CIRCLE

  New and existing users can discover brand pages that match their interest when searching for relevant keywords   e.g. Entertainment, Electronics, Fashion, Food

IMPLICATIONS   Brand pages must be optimized for Google+ search for relevant

keywords in the About section

GOOGLE+ CIRCLES FOR BRANDS

  Brands cannot circle users unless they have been first circled by the user

  Once circled, brands can segment users in circles such as “Customers, VIPs”, based on the user’s interest and influence

IMPLICATIONS   Circles provide brands an opportunity to connect and offer relevant

content/offers to specific consumer segments   Brands should leverage circles for market research by allowing select

users access to product development

GOOGLE+ |CADBURY UK RAN A MINI PROMOTION TO IDENTIFY BRAND LOYALISTS

  Cadbury UK asked users to comment on the post on why the users thought they should be part of the “Tasters” circle

  Select commenters were added to the “Tasters” circle

  “Tasters” circle gives users access to   insider’s view on the

brand   exclusive information

  It fosters a sense of exclusivity and promotes advocacy

GOOGLE+ |HANGOUTS

 Hangouts is a unique feature; it allows up to 9 people to have a video chat simultaneously

 Anyone on Google+ can start a hangout either with specific individuals in their circles or make it public for anyone outside their circle to join

GOOGLE+ HANGOUTS FOR BRANDS   Brands can also start

hangouts with users who have added them to their circles

  Hangouts are for engagement and not reach

  Reach beyond the Hangout comes from subsequent content distribution and influencer sharing as a result of a quality Hangout

  Hangouts can be saved, and uploaded to YouTube where it can serve as a knowledge base

IMPLICATIONS   Hangouts can provide insight on how Google+ users wish to engage with the

brand   Brands should use hangouts to showcase new products to specific followers

such as advocates, giving them inside access   Hangouts also offer an excellent customer service opportunity that brands can

leverage

GOOGLE+ |STREAM (NEWS FEED)

  Once users have circled a brand they will see the posts from the brand in their stream   Posts reach all

followers, similar to Twitter

  However, users can control what they see in their stream and how many posts they see from the brands in their circles

IMPLICATIONS   Brands can publish posts that will reach all its followers, unless the followers

have selected to receive most, fewer or no updates   Brands can still test day of week and time of day for most engagement on the post

GOOGLE+ SPARKS GATHERS RECENT POSTS FROM ACROSS THE WEB   Sparks is another search feature that allows Google+ users

to search from recent posts around the web   Think of it as Google Alerts, but in this case it is gathering

results instantly from the web

IMPLICATIONS   Brands should use this feature as another way to monitor content pushed out

on the web   It can also be leveraged to assess what consumers are currently posting about

the brand and then create content around it

TRENDING ON GOOGLE+ AND WHAT’S HOT FEATURES ALLOWS USERS TO FIND POPULAR CONVERSATIONS

  Trending on Google+ appears on the right side of the stream   It includes topics and hashtags that are popular among Google+ users

  It allows brands to monitor what conversations are taking place and create copy/content to participate

IMPLICATIONS   Brands should try to keep the content relevant and timely, when appropriate based on

trending topics   Brands should create hashtags that they want to generate awareness about, which

could become trending as it gets popular   Brands should also have Google+ on their website and product detail pages; if shared

by multiple users on the same day could push it to trending on Google+

WHAT’S HOT ON GOOGLE+

  This feature allows users to see which posts are popular on Google+ in their stream   Users can also access

“Explore” tab to see “What’s Hot”

  Brand posts can also be on “What’s Hot”, which is determined by shares, +1s and comments   Unique content,

preferably not easily available on other social platforms can also push brands into “What’s Hot”

IMPLICATIONS   Brands should focus on creating content that people want to share with their

circles   Brands can keep track of “What’s Hot” to inform content creation for future posts

GAMES ON GOOGLE+

 Users can play games on Google+ as on Facebook  However, no game updates are posted in user’s

streams  Brands could partner for in-game integration

PHOTOS ON GOOGLE+

  Google+ has photo editing feature called Creative Kit   Editing allows users to add

graphics and changes color of the photos

  Google+ also has a meme-generator   A "meme" is a virally- transmitted cultural symbol or social idea*

IMPLICATIONS   Brands can utilize these photo features to engage fans

  By inviting fans to submit their creative images   Best photo submitted maybe highlighted in a post   Followers could also be asked to submit captions for memes for different photos

 Brands can edit images and repurpose content

 Brands can also engage followers by asking them to create versions and posting the photos

*See Appendix for example

GOOGLE+ |RIPPLES   Ripples is a visualization that charts the chain reaction that occurs when

content is shared on Google+   It follows the trajectory of a public post as it is shared from person to

person—literally how the post ripples outwards for the user who shared it (only public shares are shown)

  It also shows influencers (people whose re-shared post was shared by others

IMPLICATIONS   Brands can monitor which of the followers have influence – those who

cause their followers to take action i.e. share it further

GOOGLE + |SEARCH PLUS YOUR WORLD

 When a user is logged in to Google Account search results will now include:   Listings from the web as before   Listings from the web impacted because of user’s

personal behavior and because of user’s social connections

  Public Google+ posts, photos or Google Picasa photos (all of which are also listings from the web)

  Private or “Limited” Google+ posts, photos or Google Picasa photos shared with the user

GOOGLE + |SEARCH PLUS YOUR WORLD   Listing from web because of user’s social connections and

personal behavior   Search results show user’s social activity i.e. +1’ing a brand

on Google (similar to “liking” a brand on Facebook”)

Result shows social connections who have +1’d the brand, in this case user hasn’t +1’d the brand

Result shows social connections who have +1’d the brand, in this case user has also +1’d the brand

GOOGLE+ |SEARCH PLUS YOUR WORLD   Google is integrating Google+ posts and pages into search results

to make search more social   Similar to Bing integrating Facebook likes in search results

  Based on the users’ circles Google is personalizing results   E.g. search for cars can include

  People and Pages on right hand   Public posts with the keyword by social connections in the search results

GOOGLE+ |SEARCH PLUS YOUR WORLD   In terms of SEO, pages on Google+ are given prime real estate in the

search results under People and Pages section   This works even when users are not signed into Google accounts   It is a significant way to drive awareness for brands

  Pages can show up in result based on keyword matches from About section or from the posts

IMPLICATIONS   Brands cannot ignore the potential placement for relevant keywords in Google search

results   These are earned impressions drive awareness and likely more followers on Google+

Keyword in the About section of Google+ page

Keyword used by the brand in the post on Google+

GOOGLE+ |SEARCH PLUS YOUR WORLD   Recent Google+ posts by page are given more weight

  Brands not circled by the user can benefit from interactions by his/her social connections

  For keywords that the brand’s website has not been optimized Google+ offers an opportunity to organically rank

 Post shared by user’s social connection that included the search terms (note: brand has not been circled by this user)

 The brand otherwise doesn’t show up in organic results for those search terms

 Similarly, post by the brand circled by the user shows up for the search terms

 The brand otherwise doesn’t show up in organic results for those search terms

GOOGLE+ |SEARCH PLUS YOUR WORLD

  Google has also started indexing comments by the users who are following brands   This could also extends to users’ social connections later,

which implies comments could influence users’ intent when searching

Above, the comment on a brand post by the user shows up for a search

GOOGLE+ |SEARCH PLUS YOUR WORLD   When users are logged in they will also be able to see their

friends who have +1’d the brand on Google+   If none of their friends have +1’d the brand they will still see

an aggregate number of those people who have   This implies social stamp of approval, which could increase

CTRs   Google sees these social signals as more authoritative and

reliable   In the long term, +1’s may influence rankings along side SEO

GOOGLE+ |SEARCH PLUS YOUR WORLD

 +1s maybe used in SEM to make ads more social   Higher the +1s more likely user will trust the brand as peer

approved   User’s social connection also show up in the ads if they have

+1’d them   When users +1 ads or search results they are aggregated on

the brand’s Google+ page

User can see the number of people who have +1’d the ad +1’ing on the ad is

immediately reflected on Google+ page of the brand

User’s social connection who have +1’d the ad appear within the ad

GOOGLE+ IMPACT ON E-COMMERCE

 An article in Searchengineland.com makes an interesting case:

 E-commerce companies are betting on the success of fewer social networks and more prominently displaying the social integration

 Social signals are a much better indicator of product popularity

 +1 button could help deliver more personalized recommendation after the click

 Google+ is gaining traction among retailers because there is a clear incentive to use it - the promise of rankings in personalized search   Whilst, it remains to be seen what that promise that really holds,

most companies know the value of rankings and so realize that clicking the +1 button is a high importance event

GOOGLE+ CAN CREATE A MORE PERSONALIZED AND RELEVANT EXPERIENCE FOR E-COMMERCE LEADING TO SEAMLESS POINT-TO-PURCHASE

  In this example having publicly +1’ed the product in the Google search results the user maybe shown more relevant ads related to the product

  The user after-the-click (+1 action) visits the retailer’s site maybe delivered a more personalized experience   +1’ing shows intent, an e-Commerce site can

immediately serve up offers and provide easier point to purchase

  Site could also serve similar product to the one user has shown interest in after-the-click

  Moreover, after transaction is completed, user could be prompted to immediately share the experience on Google+, boosting the SEO for the site

  Returning visitors could be asked to rate the product and post-purchase experience, also shared on Google+

  These reviews and ratings not only can increase organic ranking but also personalize the shopping experience for those in the user’s Google+ circles

  The friends in the circle even if inactive on Google+ will still see personalized results for similar searches so long as the user is active

+1 activity in Google search results can personalize experience on the site after-the-click

GOOGLE+ DIRECT CONNECT

 Google+ Direct Connect lets users quickly navigate to a Google+ page (and even add that page to circles) when using Google Search

WHAT’S NEXT WITH GOOGLE+

 Users will soon be able to comment on third party sites using their Google+ accounts   This is similar to Facebook Connect

 Google+ Share button, similar to Facebook’s Share Button has been launched

 Sites should implement the “Share” CTA  Google+ API is limited but improving

  Expect brands and influencer to utilize this to create apps

  Cadbury UK’s app allows users to log in with Google+ and use their photos from their profile to create London 2012 Olympic avatars

METRICS

  Demographics (Page Level)   Follower count   Geolocation of followers   Gender breakdown

  Engagement (Post level)   Number of +1s, shares and comments   Number of click-throughs on links in the post   Number of +mentions

  Other Metrics   Referral traffic from Google+   Increase in visits to site   Higher conversion after-the-click (+1)   Better SERPs (the more the people +1 the more the search

engine should account as authority and relevance)

AVAILABLE GOOGLE+ ANALYTIC TOOLS

  In addition to Vitrue, Involver, Buddy Media, Context Optional, Hearsay Social and Hootsuite that have Google+ integrated in their Social Relationship Management tools these are few others:

 Circle Count  Social Statistics  Allmyplus  PlusClout (to find influencers on Google+)

BRANDS ON GOOGLE PLUS

 List of brands on Google+ (as of Apr 2012)

Brand Number of times circled

Number of times +1’d

Cadbury UK 939249 +941171 Red Bull 641157 +643288

H&M 587133 +589706 Starbucks 533910 +535585 Coca Cola 503595 +505345

Pepsi 503420 +506196 Samsung USA 469415 +470800

Burberry 456643 +458347 Red Bull 641157 +643288

Sony 404507 +406202 Intel 372188 +373773

NEXT STEPS

 To set up a Google+ brand page, a Google account is necessary

 Decide content for About section, optimize tagline and introduction for SEO

 Utilize Direct Connect to ensure users can follow the page from search results

 Design the cover photos   Google+ allows animated .gifs

NEXT STEPS CONT’D

 Create content calendar and posting strategy  Promote the Google+ Account on owned media

such as other social media platforms and website  Actively engage with the community, comment

and respond on interesting posts  Use photos as way to engage consumers; Google+

photo editing capabilities is more advanced than any other social network   Use the meme-izing feature and filters to create

engaging and original photo content   Post videos, Google will rank videos higher in SEO

 Add the Google+ social plugin on the website   Implement +1 button on individual product pages

APPENDIX

BRANDS USING MEMES | EXAMPLE CHEVY

HASHTAGS LIKE ON TWITTER MAKES CONTENT SEARCHABLE

 Users can search posts by hahtags   Google+ will auto-complete the hashtag based on keyword

users type in   Hashtags are another way to drive awareness and trend on

Google+, similar to Twitter

REFERENCES

Guy Kawasaki’s Book What The Plus http://www.networkworld.com/news/2012/012012-google-plus-users-255140.html http://thenextweb.com/twitter/2011/07/04/twitter-drops-following-requirement-for-direct-messages-on-verified-accounts/

http://www.datadial.net/blog/index.php/2012/02/22/google-demographics-a-look-at-the-top-5-countries-using-google-plus/ What is Google Plus? (really), http://www.alchemyofchange.net/what-is-google-plus-really/ http://blog.ogilvypr.com/2011/12/leveraging-google-hangouts-for-brands/

http://mashable.com/2012/01/13/google-search-plus-your-world-seo/ http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-107285 http://www.marketingzen.com/10-ways-to-use-google-plus-for-marketing/ http://marketingland.com/how-search-plus-your-world-should-change-your-social-media-strategy-4037 http://mashable.com/2012/02/09/hm-google-plus-brand-pages/#4759310--Ford-Motor-182284 http://www.circlecount.com/us/popular/ http://www.socialmediaexaminer.com/5-top-google-tools-and-apps-for-marketing-pros/ http://www.readwriteweb.com/archives getting_into_the_game_social_gaming_in_the_google.php http://googlesystem.blogspot.com/2011/08/google-games.html

http://stephaniewight.wordpress.com/2012/04/04/user-engagement-for-brands-increases-with-memes/ http://mashable.com/2012/01/17/google-plus-memes/#view_as_one_page-gallery_box3897 http://searchenginewatch.com/article/2161620/The-Curious-Case-of-Social-Buttons-in-E-commerce