This document summarizes a webinar about how Google+ can help enterprise brands. It discusses how Google+ creates value through deeper engagement, measurable impact, and better discovery. It provides examples of how brands like Topshop, Cadbury, and Toyota have used Google+ communities, Hangouts, and apps to increase engagement. It also discusses how social recommendations on Google properties can improve advertising performance and conversion rates across Google search, video, display, and local. The document advocates establishing a Google+ page, using social reports in Google Analytics, and enabling social extensions to maximize the benefits of Google+ for brands.
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Webinar: Can Google+ Help Enterprise Brands?
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WEBINAR: Can Google+ Help Enterprise Brands?
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Guest Speakers
Moderators
Hank Lea
Web Marketing Specialist, Intel Corporation
Ray Popp
Head of Content & Social Media, Groupon
Blake Landro
Lead Social Strategy & Solutions, Google
Jamie Herther
Global Social Solutions, Sales Lead, Google
Esteban Contreras
Director of Strategy, Sprinklr
Jeremy Epstein
VP of Marketing, Sprinklr
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Google+ and Brands
The value of Identity, Relationships & Sharing…across the web
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Jun Jul Oct Jan 2012 Apr Jun Sep Jan 2013 MayMar
A global community, with growing engagement
190MMonthly active users on
Google+
390MTaking social actions
across Google
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Identity
Relationships
Sharing and Recommendations
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Search Video Mobile Display Offers Local
+People +Relationships +Sharing +Recommendations
Google+ aims to make all of your Google experiences better
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How is Google+ creating value for businesses?
Deeper
engagement
Measurable
impact
Better
Discovery
Marketing
performance
across the web
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Socially inspired
brand awareness
Better
Discovery
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Google+ enables brand discoverability
Google+ Posts in Search
Your followers may see content you’ve posted on your
Page when it’s relevant to their search terms
Surfacing your Google+ Page
Users can click through to your Page, right from
the search results page
Real-time content
If you post frequently on
Google+, users may see
your most recent post right
in search
Better
Discovery
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Better
Discovery
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Surfacing Google+ posts on the go, exactly when you need it
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Better
Discovery
Sharing videos in Google+, drives social discovery in YouTube
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Deeper
engagement A new breed of brand
engagement
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Topshop leverages Google+ to transform the fashion show
Program included HOAs featuring the Topshop Model Cam, backstage events &
interviews with models & designers, and a special G+ photo booth at the flagship store
- 7,500 live views of the red carpet
hangout
- 4M video views across platforms
(social and owned)
- 300K new Google+ followers in 2
weeks
- G+ posts viewed 400K times
- 600+ animated photos from G+ photo
booth at Topshop’s flagship store
Results
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Hangout Applications let brands customize any experience
to be more social
Deeper
Engagement
Toyota Collaborator Hangout App:
• Build your dream car with your friends
• Go on a test drive
• Ask a Toyota salesman questions
Penguin Storytime Hangout App:
• Read a bedtime story with your kids
regardless of where you are
• Act out the story together live
• Use your webcam to become the
characters
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Communities: Connecting people around passions
Cadbury’s first Google+ community attracts 20,000 fans in less than
three months
Goals
• Build a network around cakes and baking
• Drive deep engagement through recipes
Approach
• Launched inaugural community
• Obtained valuable user-generated content
• Cross-promoted community in main G+ page
• Posted links on other social networks to recipes
Results
• One of the top 100 communities on G+
• Over 20,000 members
• Over 2,500 recipes posted
• 20 interactions per post on average
Client
logo
Screenshot
Deeper
Engagement
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Ads are getting more
relevant, and performing
better
Marketing
performance
across the web
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By upgrading to enhanced campaigns and managing an active Google+
Page, social recommendations will automatically surface when relevant
Source: Google Internal Data
Social recommendations can improve ad performance, and
are now easier with Enhanced Campaigns
Across
The
Web
5-10%
average search ad CTR uplift from social
annotations
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91%lift in conversion rate for
non- brand auto terms
when social annotations
are present on ads
Better yet, in the Automotive sector, shoppers exposed to these
recommendations may be more likely to convert on-site
Source: Google/Compete Google+ & Auto Industry Study, October 2012.
Across
The
Web
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Measurable
impact
See the impact of social on
your business objectives
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20,358 ($113,037.50)
Conversions
11,003 ($48,762.25)
Assisted Social Conversions
2,375 ($8,687.00)
Last Interaction Social Conversions
Social Reports in Google Analytics: Tie real dollar
amounts to your social marketing
Measurable
Impact
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Social
Measurability
G+ Ripples illustrate earned media, surface brand advocates
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Measure
the impact
• Review CTR
impact of Social
Annotations in
AdWords
• Experiment with
social reports in
Google Analytics
Be
discovered
• Establish brand
identity with your
+page
• Add the Google+
badge to your site
• Post rich content
on a regular basis
Drive
performance
across the
web
• Enable social
extensions to drive
search ad
performance
• 5-10% lift in CTR
when social
annotations appear in
ads
Create more
personal
engagement
• Use Hangouts on
Air to broadcast a
conversation
• Create a Hangout
App to make your
brand experiences
more social
Making the most of Google+
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SOCIAL
STATE
THOUGHTS, STATS AND
STORIES ABOUT THE STATE
OF SOCIAL MEDIA IN 2013
Esteban Contreras
Director of Strategy at Sprinklr
Author