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Created Google+ Deck for Global Director of Ketchum Digital

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Created Google+ Deck for Global Director of Ketchum Digital

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Jonathan Kopp, Partner & Global Director of Ketchum Digital (a great guy, let me add) was my manager at Ketchum. I created this deck with Jonathan Kopp for his Google+ webinar.

Jonathan Kopp, Partner & Global Director of Ketchum Digital (a great guy, let me add) was my manager at Ketchum. I created this deck with Jonathan Kopp for his Google+ webinar.

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  • 1. Jonathan KoppPartner & Global Director, Ketchum Digital jonathan.kopp@ketchum.com @jonathankopp
  • 2. Why We’re Here• G+ social networking features• G+ for business• Strategic considerations• Competitive context
  • 3. @ 5-Months Beta release: June 28, 2011 -Public launch: September 20, 2011 -40 million users in 4 months-Brand pages launch: November 9, 2011 -Over 1 billion items shared daily
  • 4. Features
  • 5. StreamLike Facebook’s Wall (but with no ads)
  • 6. Circleso Comparable to Facebook’s Friends & Followers.o Controls who sees or doesn‘t see posts.o Users can add multiple Circles.o User is the only person who sees where people are placed.o Share your circles.
  • 7. Who’s In Your Circles? A-List Influencers on G+
  • 8. Tagging with Circleso Tagging a user by typing their name preceded by a “+” allows only that person to see a particular post.o Tagging an individual & Circle(s) makes a post visible to that person & the selected Circle(s).o Users can now tag Pages, too.
  • 9. Privacy Settings with Circles (and pseudonyms coming soon) Privacy controls How news now travels.
  • 10. Circles: the New Media List1. Search in G+ for people, brands, companies, issues, pictures, etc. • Use #hashtags, too.2. Create a circle (or use an existing circle) to follow these people. 2) This box will appear. Simply name the group and click on “Create.” 4) The person will now appear in your stream. 1) Click here. 3) Check the box to add the person to this circle.
  • 11. Sparkso Search for a user’s interests.o Quick monitoring for keywords, a la RSS or Google Reader.o Use specific keywords to help your page appear more frequently.
  • 12. Photo SharingPicasa (“Google Photos”) Integration
  • 13. Photos From Circles3.4B uploads in 100 days Photo search
  • 14. Get Creative with Content Use the G+ “Creative Kit” to enhance & alter photos for improved visual storytelling. G+ #hashtags provide flexible search options.
  • 15. Chat & Hangoutso IM with text or video.o Up to 10 users at a time – public or selected.o Can share & watch YouTube videos together.
  • 16. 3 Party Apps rd “Hangouts” just got more fun -Broadcast & record your Hangouts.-Add chat function for increased engagement.
  • 17. Social GamesAngry Birds was one of the inaugural brand pages
  • 18. Mobileo Messenger allows text message blasts to your Circles.o Posts allow for check-ins.o Mobile users can find “Nearby” users. Hangouts / video chat features on ANDROID devices Photo courtesy of: http://androinica.com/wp- content/uploads/2011/09/hangouts-google- plus2-235x186.jpg
  • 19. Ripples for Social Analytics • Conversation tracking • Measurement • Engagement • Analytics • Influencer identification
  • 20. for Business
  • 21. Google Apps / G+ Integration For Internal Communications G+ Hangouts with ExtrasIncrease productivitythrough live collaborationon documents & multi-person video chat.
  • 22. • CompaniesPages • Brands(released 11/8/2011) • Organizations
  • 23. Inaugural G+ Pages INAUGURAL G+ BRAND PAGES All American Rejects Anderson Cooper 360 Angry Birds Barcelona Football Club Burberry Dallas Cowboys Good Morning America H&M Macy’s Modelland The Muppets* Pepsi Phoenix Suns Save the Children Special Report with Bret Baier Toyota Train WWE X Games Zen Bikes
  • 24. Create Your G+ Page https://plus.google.com/pages/create
  • 25. Access & Manage Your G+ Page Upon signing into your Google+ account, you will see “pages” under your name.Like Twitter (but unlikeFacebook), a brand page canfollow its fans back (only after afan follows the brand). This allowsthe brand page to comment on itsfans’ updates (& vice versa) andincrease fan engagement. NOTE: G+ DOES NOT YET SUPPORT MULTIPLE ADMINS OR ACCOUNT TRANSFERS.
  • 26. +1 & + : Geared for Google Search Direct Connect with “+”SEO SEM Websites using Google’s “+1” button get 3.5X the Google+ visits. Note: requires G+ website integration
  • 27. G+ Ties “+1’s” Together Courtesy of Google
  • 28. Analytics: +1 Button Insights Courtesy of Google
  • 29. How to + Up Your G+ Page
  • 30. Some Creative Examples http://gpluspic.com/banner Intel asks, “Whichcircle are you in?” To ensure more relevant, targeted conversations
  • 31. Building More Personal Relationships- Hangout With Your Audience
  • 32. G+ : Unlikely Winner In NBA Lockout? UPDATE: TOUR CANCELED DUE TO RESOLUTION Meanwhile, all 30 MLB teams have set up G+ Pages. And many sports franchises are exploring YouTube live stream arrangements.
  • 33. Some StrategicConsiderations
  • 34. Why Use G+? 40 million+ registered users as of Oct. 19thApprox. 69% male, heavily tech/coastal Follow your audience. Leave no stone unturned… Photo courtesy of: http://www.guy- Photo courtesy of: http://www.singlegrain.com/blog/facebook-vs-google-plus/ sports.com/fun_pictures/stone_unturned.jpg
  • 35. Leverage the Google-plex Picasa / Blogger / “Google Blogs”: YouTube: “Google Photos”: longer form content videos picturesAndroid Sparks Share on G+ Drive SEO
  • 36. Channel Strategy Respect the NetworkDon’t post the same message on G+ as you would on Facebook, Twitter, etc. Each requires a different approach. More consumer/mass/brand friendly. Seek engagement, e.g., with humor, questions, polls & discount offers. Post with EdgeRank in mind, so your posts find their way into fans’ newsfeed. More tech/coastal/male. No commercial content. Pose questions, discussion starters, and stories. Post with SEO & Sparks in mind; Make sure to call out keywords for search index, rank & relevance. Limited to 140 characters. Short, information, links, quick thoughts. Maximized with link shorteners. More frequent posts generally accepted by users.
  • 37. Managing Community & Content: Best Practices Still Apply • Build & manage a social media content & conversation calendar –Keep it directional & flexible. –Remain relevant to real world events. –Monitor & be responsive. • 70/30 Rule –70% talk about what they want to talk about. •New “What’s Hot” feature helps spot trends & memes. –30% talk about your brand & news.
  • 38. G+ Offers These Best Practices (and we tend to agree) Courtesy of Google
  • 39. CompetitionPhoto courtesy of: http://www.singlegrain.com/blog/facebook-vs-google-plus/
  • 40. Google+ vs. Facebook as Social Networks
  • 41. Pull Up a Level• The social network is merely one feature• G+ adds a “social layer” to the Internet
  • 42. Key Takeaways +/- • Is new & already off to an exciting start, with deep integration into other Google products. • Adds a “social layer” to the web. • It features rich & ad free content, making it an uncluttered & exciting user experience, with great promise for brands & organizations. Still in “beta,” with ongoing evolutions.Hasn’t achieved anywhere near mass adoption. Adds another channel to our distribution lists.
  • 43. Appendix
  • 44. Photo courtesy of: Mashable.com
  • 45. Jonathan KoppPartner & Global Director, Ketchum Digital jonathan.kopp@ketchum.com @jonathankopp