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Giles Palmer, Evaluation, Google+ for businesses and brands
 

Giles Palmer, Evaluation, Google+ for businesses and brands

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Giles Palmer's presentation on evaluation at the Google+ for businesses and brands conference.

Giles Palmer's presentation on evaluation at the Google+ for businesses and brands conference.

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  • Nikesh Aurora storyProduct –a place for individuals to interact with each other (like Facebook) but with fine grain permissions (circles) Platform –a publishing platform for brands/products/companies with added engagement features and search integrationA distributed way for individuals to engage with Google products (youtube)A personal targeting engine on other properties as well as google’s
  • Launched in Nov 2011Mainly open - Engagement platform (more like twitter than facebook)Adding a commercial value chain to the social network (ADVERTISING $$$$)

Giles Palmer, Evaluation, Google+ for businesses and brands Giles Palmer, Evaluation, Google+ for businesses and brands Presentation Transcript

  • Evaluating Google+Giles PalmerCEO, Brandwatchgiles@brandwatch.com@joodoo9©2010 Brandwatch | www.brandwatch.com
  • What is Google+? a product a platform© 2011 Brandwatch | www.brandwatch.com 2
  • What are Pages?• A way to attract Brands and Celebrities to Google+• A platform for brands to connect and communicate with consumers© 2011 Brandwatch | www.brandwatch.com 3
  • What are the features of Pages?• +1 Button – similar to a Facebook ‘like’ button• Circles – Twitter ‘follow’ approach. Allows you to tailor specific messages to particular circles• Direct Connect –typing ‘+’ in front of a brand or company name in a Google search box you will get a direct link to the Google + Page (if they have one)• Hangouts – Allows you to have face-to-face conversations with consumers• Google+ Badge – connecting your company website to your Google+ Page• Stream –post content, ask questions, start discussions with consumers© 2011 Brandwatch | www.brandwatch.com 4
  • Measuring Pages – How does Facebook work? Lots of tools to track: • Stream activity (posts, likes, responses…), • Content analysis (engagement, shares etc) • Derived data - Friends of fans, people talking about this, total reach • Paid vs Organic • Traffic to your site (e-commerce?) • Mentions of your brand/product elsewhere on facebook/the wider web© 2011 Brandwatch | www.brandwatch.com 5
  • Facebook Insights© 2011 Brandwatch | www.brandwatch.com 6
  • Vitrue© 2011 Brandwatch | www.brandwatch.com 7
  • Buddy Media© 2011 Brandwatch | www.brandwatch.com 8
  • What about Brand mentions rather than actions?© 2011 Brandwatch | www.brandwatch.com 9
  • And you can track Brand mentions elsewhere on thesocial network• Permissions problem, but for open areas, there are systems like Radian6 and Brandwatch• Facebook is gently trying to push more things into the open, but has had historic issues• Google+ has an API, but it’s throttled for most users (1000 posts per day)© 2011 Brandwatch | www.brandwatch.com 10
  • ConclusionsOn tools• There are lots of things to track!• Tools are centred around Analysis AND Activity• Not clear how independent these will remainOn Google+• Product is likely to benefit from ‘platform’• Conflict between open and closed• Maybe a bit messy as a result• Needs mass adoption to become truly relevant© 2011 Brandwatch | www.brandwatch.com 11
  • Take a free brandwatch trialGo to www.brandwatch.com/ and register for a demoTHANK YOU for listeningGiles Palmergiles@brandwatch.com@joodoo9 12