How Brands are Using Google+
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Launched by Google in 2011, Google+ is the latest social networking tool on the block. Businesses of all types, but especially those in the consumer goods market, are giving the platform a try. In this presentation, attendees will discover the pros and cons of using Google+ from a business point of view, while also learning about how other brands are using the platform. This presentation was giving at the Social Media Strategies Conference in Chicago in April 2012.
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How Brands are Using Google+
- 1. How Brands are Using Google+ By Erica Swallow Tech Journalist & Director of Community, Contently
- 2. About Google+ • Launched to public in September 2011 • Google’s latest foray into social networking • Google Friend Connect, Google Buzz, Orkut • 170 million users • Tech enthusiasts, male students • Largely inactive user base #googleplus | @ericaswallow
- 3. Why Google+ Matters • Largest search engine in the world • Momentum towards social-driven search • Google products continue to merge • Google Places, Google Reader, Google Search • Massive brand page growth • 1,400% increase in users following top 100 brand pages from December 2011 to January 2012 #googleplus | @ericaswallow
- 4. The Downside #googleplus | @ericaswallow
- 5. More Negatives • Administration is difficult • You need a personal account to create a business page • Social dashboards don’t integrate Google+ yet • Apply for HootSuite beta • Google side projects are unreliable • Buzz, Wave, Hotpot #googleplus | @ericaswallow
- 6. The Google+ Profile #googleplus | @ericaswallow
- 7. Create Custom Circles • Based on your email contacts • Circles enable easy grouping and sharing #googleplus | @ericaswallow
- 8. Follow Sparks • Google+’s algorithmic content recommendation system • Based on Google Search, Google+ and +1 button #googleplus | @ericaswallow
- 9. Google+ Business Pages #googleplus | @ericaswallow
- 10. Top Brand Pages on Google+ Source: Simply Measured #googleplus | @ericaswallow
- 11. Top Industries on Google+ Source: Simply Measured #googleplus | @ericaswallow
- 12. Engagement Rates Source: Simply Measured #googleplus | @ericaswallow
- 13. Most Engaging Content Source: Simply Measured #googleplus | @ericaswallow
- 14. 1. Target With Circles #googleplus | @ericaswallow
- 15. 2. Make a Big Announce #googleplus | @ericaswallow
- 16. 3. Host Hangouts • Business meetings, industry chats, meetups, tech support • Hangout with Extras: named hangouts, shared notes and sketchpad, Google docs integration, screensharing • Hangout On Air enables streaming to unlimited users • Records to private video on YouTube #googleplus | @ericaswallow
- 17. Hangouts – Interviews #googleplus | @ericaswallow
- 18. Hangouts – Industry Chat #googleplus | @ericaswallow
- 19. Hangouts – Help Desk #googleplus | @ericaswallow
- 20. Hangout Tips From the Muppets Click here to watch an awesome video. #googleplus | @ericaswallow
- 21. 4. Expand Content Distribution • Share photos, articles, videos, and commentary • Segmentation: Customers, VIPs, Team members #googleplus | @ericaswallow
- 22. Photos, Photos, Photos #googleplus | @ericaswallow
- 23. 5. Promote a Contest • Cannot run contests on Google+ • But you can link off to the contest #googleplus | @ericaswallow
- 24. Photo + Contest = Not Too Shabby #googleplus | @ericaswallow
- 25. 6. Rock Hashtags & Mentions topics, events, random things people, brand pages #googleplus | @ericaswallow
- 26. Hashtags: Conferences #googleplus | @ericaswallow
- 27. Hashtags: Get In On a Meme #googleplus | @ericaswallow
- 28. Hashtags: Promote Hangouts #googleplus | @ericaswallow
- 29. Hashtags: Run a Campaign #googleplus | @ericaswallow
- 30. Mentions: Give Shout Outs #googleplus | @ericaswallow
- 31. Mentions: Cross-promote Pages #googleplus | @ericaswallow
- 32. Other Reasons To Get Started… • Connect with early adopters • Network with journalists and potential clients • Explore #googleplus | @ericaswallow
- 33. Pro Tip #1: Shorten Your URL • Google+ doesn’t support vanity URLs • Use gplus.to to create a short URL for sharing #googleplus | @ericaswallow
- 34. Pro Tip #2: Google+ Ripples #googleplus | @ericaswallow
- 35. Questions? Erica Swallow | @ericaswallow | ericaswallow.com
Editor's Notes
- Friend Connect: social add-ons for websitesGoogle Buzz: social stream tied to Gmail Orkut: facebook-like social network that really only took off in a few countries, namely Brazil.90 million users (mid-January; 1/19) – 100 million (independent analyst Paul Allen, founder of Ancestry.com, 2/1)(60% male / 40% female) 18-30 year olds a whopping 83% of users are inactive, leaving only 17% of active users (Bime – 10 million person tracking study)
- Source: Digital marketing startup Brightedge
- Most people are not active and growing a fan base is difficult. 83% active / 17% inactive (as of a few months ago) – according to a study of 10 million Google+ users by data visualization firm Bime.
- HotPot – social recommendation systems
- Introduced brand pages in November.
- “Google+ Brand Adoption and Engagement Trends” study by Adam Schoenfeld of Simply Measured (3 month update as published on 2/9/2012)
- Brand pages launched in November… died down, low around holidays. New year, spiked.
- Brand pages launched in November… died down, low around holidays. New year, spiked.
- Intel has users +1 five certain images in order to be added to that Circle. “technology enthusiast, IT experts, newsroom, software developer, and trends”
- Cadbury launches the Dairy Milk Bubbly on Google+ (January 2012)
- Obama hangout: http://mashable.com/2012/01/31/obama-hangout/, 227,000 attendees, real-time conversation.
- Fox 11 News Los Angeles anchor Maria Quiban hosts daily #EpicHangout chats. Has interviewed Mike Tyson, Kevin Smith, Steven Seagal, Joan Rivers, Jaleel White, James Van Der Beek, Tony Goldwyn, Alexander Ludwig, etc.
- Google+ Community ManagersDasha Cherepennikova and Vanessa Schneider (small business owners with local Google+ pages)
- Google+ Community ManagersDasha Cherepennikova and Vanessa Schneider – with stars from „The Muppets” movie – Jason Segel and Amy Adams.
- Be inclusive. Give credit where it’s due.
- Be inclusive. Give credit where it’s due.
- Be inclusive. Give credit where it’s due.