On November 7, Google launched brand pages for Google+, and now anyone can create a page. While some brands are unsure about Google+ others are eager to establish a presence. The digital strategy team at Leo Burnett / Arc Worldwide put together a quick-start guide to help you understand what it means to launch a Google+ brand page.

1. Grasping Google+
A Quick-Start Guide to Google+ Brand Pages
Vol. 1, Issue 1
A Leo Burnett Position Paper for Our Clients
On November 7, Google launched brand pages for Google+, and now anyone can create a
page. We know some brands are unsure about Google+ while others are anxious to establish
a presence on Google+. We’ve put together a quick-start guide to help you understand what it
means to launch a Google+ brand page.
What is Google+ Pages?
Google+ Pages is part of the Google+ Your Business suite of tools.
Google+ Pages serves as your brand’s identity on Google+. Since its
launch on June 28, 2011, Google+ has grown to over 40 million users.
The evolution of Google+ and +1s will provide Google with more data on
users. This will result in better insights and targeting for advertisers. Soon,
Google will release extensions that allow brands to link +1s from across
the web and connect their Google+ Pages to AdWords campaigns.
How do I get started?
Be sure to plan before you leap. Consumers expect your Google+ Page to be on par with your other
digital presences. Don’t launch an incomplete account. Make sure you have the following in place:
1 2 3 4 5
Gmail/Google+ Imagery. Headline. Linkage. Management Plan.
Account. Create a profile Ten words (approx. On the About tab, Once you’re on,
Currently, multiple image and five 80 characters) that include the URL to you’re on. Don’t
moderators and header images for best describe your your website and create an account
pseudonyms are the top of your page or brand. This links to your brand’s and leave it
not supported. We page. Be creative headline will appear other social dormant. Content
recommend and strategic with under your brand accounts and digital creation and
creating a your header name on your page. presences in the community
designated Google images. Try to get Recommended management begin
account specifically them to work Links area. now.
for your Google+ together.
page.
Once you’re ready, go to http://plus.google.com/pages/create to create your page.
Now what?
Direct the Traffic. After your page is set up and you have a few posts, it’s time to get noticed. Help
people find your page by promoting it on other channels and linking to it on your website.
Build Your Base. There are two ways for users to connect with your page: Circles
and +1s. What’s the difference? +1s influence search results and are a way for
consumers to show support for a brand without receiving branded content in their
feeds. +1s are public and reach both Google+ users and everyone else who uses
Google. Circles are a way for users to connect with brand pages and receive content
from those pages in their Google+ feeds. Encourage users to both add you to their circles and +1 your
page. (Note: You might offer your users a little guidance.)
© 2011 Leo Burnett November 2011 1

2. Grasping Google+
A Quick-Start Guide to Google+ Brand Pages
Vol. 1, Issue 1
A Leo Burnett Position Paper for Our Clients
Experiment with Posts. On Google+ we’ve seen a variety of types of posts. Experiment with both short-
and long-form posts—for example, news and questions, images and videos, and blog-like posts.
Whatever you post, make sure it’s something people want to engage with or share.
Do Something Buzzworthy. Create an infographic (Zagat), hold a contest (Macy’s), host a hangout (The
Muppets), share exclusive or breaking news (H&M), recognize followers (via tagging or posting a
screenshot of your Circles; Dell), and so on.
Be Eye-Catching. Posts on Google+ display images and video in a much larger format than on
Facebook. Take advantage of this with cool, interesting, or stunning visuals that catch the eye and
encourage +1s and shares. Additionally, Google+ supports animated GIFs that can be used to make your
header images come to life. Check out H&M’s, Toyota’s, and Burberry’s pages for visual inspiration.
Five Unique Things to Know About Google+
 Edit. You can edit content after it’s posted.
 Listening. Use the Search bar to see public conversations about your brand.
 Share Posts. You can link to specific posts. This means you can share a link to a Google+
post across social and digital platforms. So if you post a coupon on Google+, you could share
a link to the coupon post on Twitter, Facebook, email, and so on.
 Abuse. Any user can flag another user’s posts or comments as abuse. This means that
followers can report a brand’s posts or comments as abuse.
 No Vanity URLs. Currently, Google+ does not support vanity URLs.
Looking forward
Remember, this is a new platform. Be prepared to grow with it. This means accepting the current
features, being ready to utilize new ones, and getting to know your audience.
Google will be releasing richer analytics tools for Google+ and ways to link Current Google+ Metrics
your +1s in the coming weeks. If you have the +1 button installed on your  Page Level: Followers, +1s
website, you can track social analytics through your Google Analytics  Post Level: +1s, Shares,
account. and Comments. Ripples,
which tracks the spread of a
We will continue to monitor the evolution of Google+ Your Business and post and its influential
share insights on how brands can best utilize it. If you’d like to discuss sharers, is slowly rolling out
Google+ further, contact your account manager to schedule a discussion as well.
with our digital strategy and community management experts.
Click the icon to connect with
Leo Burnett on Google+
Contributors:
Carey Isom Marina Molenda Alina Cowden
SVP Director Manager Director
Digital Strategy Digital Strategy Commuity Management
@marina81 @alicowden
© 2011 Leo Burnett November 2011 2