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Using Google+ As A Marketing Channel

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In this presentation, I discuss using Google+ as a marketing channel. I take a close look at the opportunities available for businesses and brands to utilize the social network to increase awareness, ...

In this presentation, I discuss using Google+ as a marketing channel. I take a close look at the opportunities available for businesses and brands to utilize the social network to increase awareness, visibility, build community and establish authority.

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Using Google+ As A Marketing Channel Using Google+ As A Marketing Channel Presentation Transcript

  • Understanding Google+ and how it can be used as a marketing channel.
  • 22
  • 33 http://www.seerinteractive.com/blog
  • page 4© 2014 SEER Interactive | All Rights Reserved
  • 55 Google+ is the social network and the power behind it is the people. I’ve learned success on the network is all about building relationships which requires engaging your audience and establishing trust and authority.
  • 66 The ultimate goal with social media is to give more than you get – Eric Enge
  • Why Should We Invest In Google+ As A Social Network And Marketing Channel?
  • © 2014 SEER Interactive | All Rights Reserved page 8 Why Google+?
  • © 2014 SEER Interactive | All Rights Reserved page 9
  • 10
  • © 2014 SEER Interactive | All Rights Reserved page 11 Why Google+? • It’s a Google property • Google is using our likes, interests, connections and search history to personalize our experience and to better understand and resolve our search queries. I believe Google is fully committed to utilizing this personalized search data for more targeted ads – it’s not going anywhere • Frequent and consistent integrations with other Google products and services • Opportunity for community building, brand awareness, and authority • Content amplification and discovery • Events/HOAs • Hashtag Search • Semantic Search • Increased SERP real estate both in and out of personalized search
  • © 2014 SEER Interactive | All Rights Reserved page 12 Google+ is a Social Layer In addition to being a social network, Google+ is the social layer for many of it’s other products and services.
  • page 13© 2014 SEER Interactive | All Rights Reserved Google+: The Rise of a Social Network What started as an invitation only “field test” has grown to be the world’s second largest social networking site behind Facebook. Google+ now claims over 500 million user accounts worldwide. In October 2013, Google’s former Senior Vice President of Engineering, Vic Gundotra, announced that Google+ had 300 million monthly active users.
  • page 14© 2014 SEER Interactive | All Rights Reserved Future of Google+? • “We’re superexcited about it because it’s a big service, growing continuously, since we launched it, at a high rate, and we’re making it better and better every day.”
  • page 15© 2014 SEER Interactive | All Rights Reserved Not Provided With the introduction of not provided in 2011, online marketers saw the rise of logged-in searches continue to grow.
  • page 16© 2014 SEER Interactive | All Rights Reserved What Does That Have To Do With Google+?
  • More people searching logged in = more personalized search results
  • page 18© 2014 SEER Interactive | All Rights Reserved 2012 Search Plus Your World • In January 2012, Google introduced Search plus your World which deepened and expanded personalized search results by introducing Google+ people, pages, and profiles into the search results of logged-in users. Who thinks an endorsement from someone you know might impact CTR?
  • page 19© 2014 SEER Interactive | All Rights Reserved New Element of SERP Visibility These new results added a new element to SERP visibility that was no longer dependent on the algorithms Google traditionally relied upon to rank and display search results.
  • page 20© 2014 SEER Interactive | All Rights Reserved Quality vs. Quantity While Pinterest and Facebook were responsible for driving the most referral traffic to websites, YouTube, Google+ and LinkedIn drove the most engaged visitors even though they were responsible for the smallest number of referral visits.
  • An Active Presence On Google+ = Increased visibility in Google Search, Google Hashtag Search, Google+ Search, YouTube & Gmail
  • page 22© 2014 SEER Interactive | All Rights Reserved Visibility in Google+ Search Optimizing your Google+ page and profile will increase the chances it will appear for related search queries in Google+ and Google Search
  • page 23© 2014 SEER Interactive | All Rights Reserved Additional Real Estate in SERPs Verifying a Google+ brand page through a meta tag or Google WMT can provide additional visibility for branded queries.
  • page 24© 2014 SEER Interactive | All Rights Reserved Google+ Posts Are Getting Indexed
  • page 25© 2014 SEER Interactive | All Rights Reserved Personalized Results - Additional Branding Indexed brand posts can now display a branded thumbnail in personalized search for users that have them in circles and engage with the brand.
  • page 26© 2014 SEER Interactive | All Rights Reserved Author Stats: Google+ Posts
  • page 27© 2014 SEER Interactive | All Rights Reserved Events Are Getting Indexed
  • page 28© 2014 SEER Interactive | All Rights Reserved Gmail Integration Google is pushing for a brand’s Google+ page to become a destination for visitors. This is FREE adverting space Google is giving brands which reinforces Google’s commitment to Google+.
  • page 29© 2014 SEER Interactive | All Rights Reserved Gmail – Google+ Integration
  • page 30© 2014 SEER Interactive | All Rights Reserved YouTube Google+ Comment Integration YouTube comments appear on Google+ streams, and Google+ video shares and comments appear as YouTube comments. This integration is allowing Google to stream huge amounts of traffic to Google+ from the world’s 2nd largest search engine.
  • © 2013 SEER Interactive | All Rights Reserved page 31! Google Search Integration: Hashtag Search Use relevant, searched for, hashtags in posts for additional discovery and visibility in Google’s hashtag search. This feature is one more way Google is integrating Google+ into Google Search.
  • © 2013 SEER Interactive | All Rights Reserved page 32! Google+ Embedded Posts Embedding Google+ posts is a great way to provide context to a topic and additionally allows readers to join an already active conversation. Google+ provides an easy way for users and brands to embed Google+ posts into your articles with just a few lines of HTML code. This feature allows users to +1 and comment, or follow the author or brand directly from the post.
  • page 33© 2014 SEER Interactive | All Rights Reserved Google Brand Badges The Google+ badge allows visitors to engage with your brand directly from the badge itself.
  • page 34© 2014 SEER Interactive | All Rights Reserved Google+: Get Crawled Fast
  • page 35© 2014 SEER Interactive | All Rights Reserved The Indirect Ranking Power of Google+ Create Publish Discovery Share Earn While there is currently no evidence that Google+ post engagement leads to rankings improvement for a webpage, when used correctly, Google+ can be an effective content amplification tool.
  • page 36© 2014 SEER Interactive | All Rights Reserved Google+ & Semantic Search • Google, and other search engines, have begun to incorporate Schema markup in conjunction with machine learning, predictive analysis, and certain elements of semantic search to help it understand the contextual meaning behind webpages and the intent behind user’s search queries. • Google will utilize information from Google+ to analyze connections, interactions, and search history to quickly and accurately evaluate, personalize, and resolve user’s search queries.
  • page 37© 2014 SEER Interactive | All Rights Reserved Google+ & Schema.org Google+ automatically adds the schema type of a person using schema.org/person markup and defines the properties of name, description, image and URL. For business pages, Google+ automatically adds the schema type of webpage and defines the properties of name, description, image and URL.
  • Hangouts On Air
  • page 39© 2014 SEER Interactive | All Rights Reserved Google+ Hangouts on Air (HOAs) Hangouts on Air allow you to broadcast live conversations through your Google+ home page and YouTube channel. All verified accounts on Google+ can create a Hangout on Air Your HOA will be automatically uploaded to a linked YouTube account making it an effective way to build your Google+ and YouTube channel following. • Discuss industry trends • Discuss upcoming events or conferences • Review a product • Discuss a new solution • Resolve a question for your audience • Who are your client’s SMEs? • Who are your client’s partners? • Who does your client sponsor? • Who are the influencers in your client’s industry?
  • page 40© 2014 SEER Interactive | All Rights Reserved Link Google+ YouTube Channels A quick way to see if your Google+ and YouTube channel are connected, is the YouTube navigation link that will appear on the page once the properties are linked. Resource: https://support.google.com/youtube/answer/2897336?hl=en
  • Creative Ways Brands Are Using HOAs
  • page 42© 2014 SEER Interactive | All Rights Reserved HOA: Toms
  • page 43© 2014 SEER Interactive | All Rights Reserved HOA: Cadbury Egg Cadbury was the official treat provider for the London 2012 Olympic & Paralympic Games and held an HOA with Olympian Rebecca Adlington
  • page 44© 2014 SEER Interactive | All Rights Reserved HOA: Coca-Cola Coca-Cola held a Racing Member Family Hangout that gave fans an opportunity to ask Nascar drivers questions.
  • page 45© 2014 SEER Interactive | All Rights Reserved HOA: Dell StorageIO is an vendor independent information technology (IT) advisory consultancy firm providing services to the IT industry and acts as a consultant for Dell. Dell invited Greg Schulz to have a HOA to discuss Backup. U Data Protection
  • page 46© 2014 SEER Interactive | All Rights Reserved HOA: Al Jazeera America Al Jazeera promoted the hashtag #OpenEditorial, to encourage their audience to post thoughts on stories that weren’t receiving adequate coverage by the national news media. The best commenters were then invited into a Hangout On Air to discuss the story.
  • page 47© 2014 SEER Interactive | All Rights Reserved HOA: The Process HOAs are an effective way to engage your community, increase visibility for your brand, and simultaneously create an asset to be shared on all shared/owned properties. G+ YouTube Blog
  • 48
  • page 49© 2014 SEER Interactive | All Rights Reserved Google+ Communities Engage Authority Destination
  • page 50© 2014 SEER Interactive | All Rights Reserved Google+ Communities Google+ communities provide brands with a unique opportunity for thought leadership and community building. Having an established, active, community could also increase relevance for topics and keywords related to your brand which could lead to visibility in Google+ AND Google search.
  • page 51© 2014 SEER Interactive | All Rights Reserved Recruit Moderators • SMEs • Industry or topic experts • Users who are passionate about your community • You don’t have to do all the heavy lifting
  • page 52© 2014 SEER Interactive | All Rights Reserved Good communities are… • Moderated • Moderators engaging with community members • Community members engaging with other community members • Is considered a resource/destination for questions regarding a product, topic or solution
  • Posting to other communities
  • page 54© 2014 SEER Interactive | All Rights Reserved Posts That Get Flagged Get Rejected
  • page 55© 2014 SEER Interactive | All Rights Reserved Don’t Spam!! • Google+ has an aggressive spam filter in place. If you share, be selective on where you share. • Do share a unique post with a community that is properly categorized and encourages meaningful discussion • Don’t share the same post to multiple communities or to your profile + a community. • If there are multiple communities that could benefit from the same information, I'd recommend spreading it out over a period of days and creating a new message unique to each community that encourages engagement.
  • page 56© 2014 SEER Interactive | All Rights Reserved Google+: Engagement • Don’t build your own ghost town!
  • page 57© 2014 SEER Interactive | All Rights Reserved Give people a reason. Little effort = little engagement
  • page 58© 2014 SEER Interactive | All Rights Reserved Follow Posting Best Practices
  • 5959 Great Content Matters View counts for business pages have replaced the +1 button and the aggregate count for all +1s on a brand page. A view is counted as a view of your profile or page, and all of your images and posts that you share.
  • Engagement & Advocacy
  • page 61© 2014 SEER Interactive | All Rights Reserved The story of Jon
  • 6262
  • page 63© 2014 SEER Interactive | All Rights Reserved Brands Supporting Their Community I Share BuzzStream Shares Moz Shares
  • Inbound links increase the authority of profiles, pages and communities
  • 6565
  • 6666 http://searchengineland.com/how-google-plus-profiles-pages-gain-search-authority-176828
  • page 67© 2014 SEER Interactive | All Rights Reserved Google+ Communities
  • page 68© 2014 SEER Interactive | All Rights Reserved Google+ Communities • Communities can gain authority and visibility. • Both inside and outside personalized search!!!!! While the query matches the title of the community, it’s important to note that its outranking other articles that are also optimized for the query.
  • page 69© 2014 SEER Interactive | All Rights Reserved How is this happening? 1. They are providing a great user experience 2. Because they are providing a great user experience they are earning links
  • 70 Building a Community on Google+ = Building Relationships With Your Audience
  • 7171 Build the authority of your community and page by providing a great user experience
  • page 72© 2014 SEER Interactive | All Rights Reserved How To Succeed on Google+
  • Optimize
  • Engage
  • Create an experience
  • Turn followers into advocates
  • 7777 I’ve Only Scratched The Surface
  • page 78© 2014 SEER Interactive | All Rights Reserved