8. Perspective
1 Google+ is not another social destination site
Google+ promises to continue to enhance the
2 relationship between search and social
Combined with use of +1, Google+ promises to drive
3 greater bought, earned & owned media synergy
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9. Not another social destination
Building a social web
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10. Laying the foundation for a social web
• Focused on creating a social
layer – social data that could
permeate nearly every
Google product
• Social identity, content and
activities connect across web
services– from Google+ to
Search and Maps
• This means a more
customized, user-centric
web experience
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11. The new social CRM – hyper customization
CIRCLES ALLOW MARKETERS TO CUSTOMIZE SOCIAL CONTENT TO
SPECIFIC AUDIENCE SEGEMENTS
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12. Search + Social
Algorithm + Human Interaction
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13. The question for marketers:
Can you improve your short- and long-
term natural search performance by
becoming active in Google+?
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14. The answer:
Yes. The backbone of search & social
synergy is content & social signals
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15. Sparks – social content
• Similar to most shared
stories in LinkedIn, most re-
tweeted in Twitter
• Tends to rank and display
content based on social signal
velocity
• Users can subscribe to topics
at keyword level
• Expected to become a signal
for web search in the future
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16. +1 – social signal
• The +1 appears to be
Google’s primary social
signal
• +1’s live in Google+, Google
Search and now your web
site
• Aggregated +1’s increase
visibility in search & social
• Receiving +1’s requires
better content and active
engagement
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17. Content best practices
• Editorial Insights. Develop a content program based on search and
social insights that cater to your target audience (segments)
• Customization. Customize editorial programs by Circle segmentation;
create multiple editorial calendars that map messaging to audience
segment
• Ritualized Content. Communities respond best to ritualized content;
identify top topics and content formats that receive the most
interaction and create recurring content events (e.g. Tuesday Tips )
• Publishing Primetime. Monitor and measure when content posts
receive the most interaction and adjust publishing schedule to
maximize social signals
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18. Community management best practices
• Balanced Diet. A community must have a balanced diet of content
and conversation. Community managers should turn published brand
content into consumer-centered conversations
• A/B Testing. Just like paid media, content and engagement tactics
should be tested, refined and formalized into day to day execution
best practices.
• Escalation. Establish a clear path for escalation so that no comment
goes left unanswered or ignored. Unanswered comments lead to
mismanagement and lost opportunities
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19. Bought, Earned & Owned Synergy
An illustration
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20. The relationship between Google+ and
the +1 means that a consumer s
social graph could be connected
with actions across natural search,
paid media, and web content
(Let s see what this could look like)
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21. Bought + earned
A paid media program using +1 could extend its reach through
targeting a user s social graph who +1 d an ad, and capture
audiences in a social database (the +Page) for ongoing messaging
and engagement beyond the paid campaign
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22. Amplified earned: search + social
All of that brand content and engagement shared through the +Page
in turn creates visibility in natural search ( flooding the zone of a
SERP with all brand touch points – from site to social)
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23. Earned + owned
• A customer that +1 s content (or a product) broadcasts a recommendation to friends, generating
earned media impressions and word-of-mouth
• Additionally, that customer may be asked to join the brand's +Page circles (capture for CRM)
• Your site content benefits from improved search visibility from social signals
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25. Remember the 3Cs of Google+
Content. Success in Google+ is predicated on quality,
1 frequently published content.
Community. Building community is crucial– it impacts
brand engagement and how content moves and spreads
2 across the web (including how visible it becomes in
search).
Customization. Google+ will offer more flexibility and
3 customized brand engagement with specific audiences
due to the Circles feature.
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26. Get started
• Get personal. Set up a personal account and familiarize
yourself with the platform until +Pages are launched.
• Asses your current social media programs. Are your
programs centered around content and proper engagement
techniques? Are you thinking about your current social
programs in a holistic manner with search?
• Test & learn. iCrossing s Live Media Studio & SEO teams
have developed Google+ best practices and starter
programs
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