University of St. Thomas: Google+ Presentation

C+M AGENCY OVERVIEW / GOOGLE+
UNIVERSITY OF ST. THOMAS | 11.30.11

© COLLE+MCVOY 2011

@CRAIGPLADSON
DIRECTOR, INTERACTIVE INNOVATION

+ FULL SERVICE, INTEGRATED AGENCY
+ FOUNDED IN 1935, REINCARNATED IN 2006
ABOUT US + 180 PASSIONATE THINKERS + DOERS
+ NATIONALLY-AWARDED BEST PLACE TO WORK

F IVE YEA R S O F C O NS EC U T IVE GR O W T H

$198
$175 million
$165 million
million
$150
million
$130
million

42%
40%
30%
16%
24%
2006 2007 2008 2009 2010

Capitalized Billings Interactive Work Product

• Primary Research (qualitative and • Customer Segmentation/
quantitative methods) Targeting
STRATEGY • Secondary Research (Forrester, • Brand
Simmons, PSFK, eMarketer, etc.) • Interactive/Social Media/Mobile
• Consumer Insights • Marketing Innovation

RT
ADVE ISING • Print • Nontraditional
ADVERTISING • Radio • OOH
• Broadcast • Retail (POP/POS)

DE
• Brand Identity • Package Design
PR

DESIGN • Brand Visual Design Standards • Corporate Communications
SIGN
• Logo Creation/Evolution • Collateral
STRATEGY
• Planning + strategy • Search engine optimization
• User experience design • Design + copywriting
INTERACTIVE • Information architecture • Front + back end development
VE

• Content strategy • Analytics (web, social, mobile)
ED
TI
M

IA R AC • Creative Tactics • Connection Planning
I NTE MEDIA • Media Planning • SEM
• Negotiation/Buying • Audit/Analytics

• Media Relations • Inﬂuencer Strategy
• Earned Media • Media Training
PUBLIC RELATIONS • Blogger Outreach • Social Media
• Crisis Management

#FEEDIT
©2011 COLLE+McVOY #FEEDIT

MISSION

TO ORGANIZE THE WORLD’S INFORMATION AND
MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL.


S EA R C H

“Search is how Google began, and it’s still at the heart of what we do
today. We devote more engineering time to search than to any other
product, because search can always get better and faster at helping you
ﬁnd what you want, when you want it, where you want it.”

©2011 COLLE+McVOY SOURCE: GOOGLE.COM #FEEDIT

MISSION PRODUCTS

GOOGLE PRODUCTS FALL INTO THREE CATEGORIES

1) Search ads and ad products (e.g., Google Ad Words).

2) Products with high consumer success (e.g., YouTube, Android).

3) New products like Google+ and Google’s local and offers efforts.


“ALL OF US AT GOOGLE WANT TO CREATE
SERVICES THAT PEOPLE ACROSS THE WORLD
USE TWICE A DAY ... LIKE A TOOTHBRUSH.”
~ LARRY PAGE, GOOGLE CEO


MISSION PRODUCTS
SPIRITS OF GOOGLE’S
SOCIAL PAST


MISSION PRODUCTS 2011

THE YEAR OF GOOGLE?


MISSION PRODUCTS 2011

THE YEAR OF GOOGLE+.


GOOGLE+1
GOOGLE+ FIELD TRIAL GOOGLE+ INVITE ONLY GOOGLE+ PAGES
BUTTON
MARCH 30, 2011 JUNE 28, 2011 JULY 15, 2011 NOVEMBER 7, 2011


MISSION PRODUCTS 2011 GOOGLE+

WHAT IS GOOGLE+?


REAL-LIFE SHARING,
RETHOUGHT FOR THE WEB.


“OUR GOAL WITH GOOGLE+ IS TO MAKE
SHARING ON THE WEB LIKE SHARING IN REAL
LIFE, AS WELL AS TO IMPROVE THE OVERALL
GOOGLE EXPERIENCE.”
~ LARRY PAGE, GOOGLE CEO


WH Y?


+ Google+ where the Googlers are: 1,000,000,000 users worldwide.

+ Integrate Google’s ecosystem of products and services.

+ Increase connection relevancy through improved sharing and receiving.

+ Continued social inﬂuence within search engine results pages.

©2011 COLLE+McVOY SOURCE: COMSCORE #FEEDIT

HOW ARE THINGS
GOING SO FAR?


DAYS.

10 FEATURES.

4S3 M
U E R S
©2011 COLLE+McVOY SOURCE: BRIGHTEDGE #FEEDIT

3.4B
P H O T O S
©2011 COLLE+McVOY SOURCE: OMD #FEEDIT

[S O ME O F TH E]

F EA T U R ES


2% Other
2%
6%

9%

12% 49%

20%

©2011 COLLE+McVOY SOURCE: #FEEDIT

PLUS ONE


POWER OF WORD OF [THE +1] MOUTH

+ 90% of consumers online trust recommendations from people they know.

+ 35% of people are more likely to buy items Liked on a product detail page.

+ Search engine results pages get a 10% higher click-thru rate.

©2011 COLLE+McVOY SOURCES: ECONSULTANCY, 8TH BRIDGE, GOOGLE #FEEDIT

CIRCLES


CONNECTION RELEVANCY IS WHERE IT’S AT.


HENCE ...
REAL-LIFE SHARING,
RETHOUGHT FOR THE WEB.


HANGOUTS


PEOPLE LOVE VIDEO AND ACCESSIBILITY

+ There will be 195M online video viewers by 2015 (76% of Internet users).

+ People spend over 4 hours per month watching video online.

+ Access to exclusive, VIP-type content increases following and engagement.

©2011 COLLE+McVOY SOURCES: EMARKETER, NIELSEN #FEEDIT

PAGES


PAGES OFFER UNIQUE WAYS TO CONNECT

+ Meaningful communications vs. universal Facebook posts.

+ A deeper, more frequent, connection of your Web site to Google.

+ Opportunity to connect loyal customers and advocates to prospects.


OK.
WH A T DO WE DO?


SECURE YOUR PAGE.


FILL OUT YOUR PROFILE.


INTEGRATE THE +1 BUTTON INTO YOUR WEB SITE.


TRY A FEW THINGS TO SEE WHAT STICKS.


MEASURE YOUR EFFORTS, TWEAK AND TRY AGAIN.


LET’S NOT GET TOO CARRIED AWAY.

1 BILLION 43 MILLION


A LR IGH T Y T H EN.
WH A T’S NEXT?

REMEMBER ... AN UPDATE A DAY!

+ Shopping + Places

+ Latitude + Maps

+ Android = Ubiquity

+ Google Music

+ Google Bar


THANKS

EMAIL: C R A I G . P L A D S O N @ C O L L E M C V O Y . C O M
THANK YOU. TWITTER: @ C R A I G P L A D S O N
BLOG: C R A I G P L A D S O N . P O S T E R O U S . C O M

University of St. Thomas: Google+ Presentation

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