Google+ Overview For Brands & Marketers
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Google+ Overview For Brands & Marketers

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An overview on Google+ for brands, marketers and businesses. It includes an overview of the platform, how it works, specifics on the features, what it means for business/marketers, and a look into ...

An overview on Google+ for brands, marketers and businesses. It includes an overview of the platform, how it works, specifics on the features, what it means for business/marketers, and a look into the future.

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  • Access to Google+ is by invite only (similar to Gmail) to a small number of beta users.On July 31, 2011, all private Google accounts will switch to Google+ and become public.Google is creating business-friendly pages so communication for brands will be efficient. There will be a small number of brands selected to participate in the initial beta period for brands.Everyone’s profile will be public and searchable. It’s completely integrated across all Google products (i.e. Gmail, Reader, Picasa)Google+ was created to take users away from Facebook and Twitter. It was inspired by what Facebook didn’t do well (http://rethrick.com/#google-plus). Your “about” section is rich, robust, allows links, photos, QR codes, and more. Google is mobile ready as an Android app only (but the Web version on iOS is very good). iOS app pending approval.You can manage your privacy settings (i.e. turn off email notifications) through Account Settings.The guy who created the core idea for Google+ also inspired Facebook Groups (Paul Adams). He works at Facebook now.
  • All Google products will be enhanced with the addition of a social layer (i.e. chat, video, photos)
  • All Google products will be enhanced with the addition of a social layer (i.e. chat, video, photos)
  • All Google products will be enhanced with the addition of a social layer (i.e. chat, video, photos)
  • All Google products will be enhanced with the addition of a social layer (i.e. chat, video, photos)
  • All Google products will be enhanced with the addition of a social layer (i.e. chat, video, photos)
  • Google is looking for brands with a rich history of being active in the social sphere that have strong, loyal audiences and are proactive and engaging.
  • Ford hosted a Hangout with their Marketing Director, the first event of its kind.
  • Prepare to experiment. Google+ is in beta and will be testing its marketing applications which means you will be by default.Be patient. It’s more important to do it right than being first. Users might even find a brand presence a turn off.
  • 2 – Due to Google’s developer-friendly nature and clues from Google+ capabilities

Google+ Overview For Brands & Marketers Google+ Overview For Brands & Marketers Presentation Transcript

  • GOOGLE+ VISION

    Today, the connections between people increasingly happen online. Yet the subtlety and substance of real-world interactions are lost in the rigidness of online tools.
    In this basic, human way, online sharing is awkward. Even broken. And we aim to fix it.
    We’d like to bring the nuance and richness of real-life sharing to software. And so begins the Google+ project

    Vic Gundotra, Senior Vice President, Engineering
  • Contents:
    What is Google+?
    How does it work?
    Who is the Google+ Audience?
    What are the benefits for users?
    How does it compare to Facebook and Twitter?
    How can businesses use It?
    What is the marketing approach?
    What is the future for Google+?
  • What Is Google+?
    Google+ is an integrated social network that connects all of Google’s products using a social layer.
    It is the culmination of a year-long project led by Vic Gundotra, Google’s senior vice president of social and has been pegged as their answer to Facebook.
  • 6 Things You Need to Know About Google+
    All Google accounts will be converted to +
    Business pages will be available
    Select group of brands for Beta stage
    All profiles will be public
    Integrated across all Google products
    Was inspired by Facebook’s failures
  • Features & Functions
    The Black Bar: new navigation bar at the top of the browser that follows the user across the different Google products. Also known as the notification bar.
  • Features & Functions
    Profiles:
    user profile page that includes About section and tabs to different sections (very similar to Facebook profiles).
    Stream/Home:
    the newsfeed that displays updates from you and your connections
  • Features & Functions
    Circles:
    groups of people that you’re connected with that can be organized around any topic (i.e. co-workers, family, etc.)
    Hangouts:
    group video chats that allows up to 10 different webcams to by synced at once
  • Features & Functions
    Sparks:
    an RSS reader style feed that provides you news updates based on topics you select
    Photos:
    a stream of all the photos added by you and your connections. It can be directly linked to your mobile phone.
  • Features & Functions
    +1 Button:
    a feedback system that allows you to share content by clicking (i.e. “Like” button).
    Mobile:
    available as an Android app (or mobile Web) and syncs with a phone’s GPS, camera, and messaging to make it easy to share with your Circles.
  • How Does It Work?
    The goal is to make connecting with people on the Web more like connecting with them in the real world.
    Content is Discussed
    Content is Discovered
    Content is Shared
  • Who Is The Google+ Audience?
    Top users are early adopters and tech enthusiasts (i.e. Robert Scoble).
    Developers
    Initial reports suggest about 10 million total users (as of 7.12.11)
    Business Audience
    Mainstream Audience
    Profiles will evolve in a way to allow businesses to build profiles and interact with the public.
    Brands
    Marketers
    Profiles designed specifically for businesses including everything from small businesses to individual contractors up to the largest brand names in the world. 
  • What Are the Benefits for Users?
    Circles allows users to control privacy in a way that is clear and organized around shared interests.
  • What Are the Benefits for Users?
    Integration with Gmail will improve the service, reducing spam and bringing more relevant content to users
    All Google products are expected to be enhanced with a new social layer.
  • What Are the Benefits for Users?
    Integration with Google Music, Picasa and YouTube will make it an ultimate entertainment platform.
    Content can be discovered, shared and discussed in a single environment.
  • What Are the Benefits for Users?
    The more inviting “hanging out” notification reduces awkward social friction that comes with social networking.
  • What Are the Benefits for Users?
    The Instant Upload feature will send content directly from your phone to your profile.
  • What Are the Benefits for Users?
    Sparks will suggest content you might like based on your profile.
  • Google+ vs. Facebook vs. Twitter
  • How Will Businesses Be Able To Use It?
    Profile Pages (optimized for businesses)
    Branded Hangouts with Customers (or partners)
    Content Distribution
    SEO
    Applications
    Customer Service
    Collaboration
    Research & Data
  • What Is the Recommended Marketing Approach?
    Google+ can make online relationships with brands more natural by mimicking real-world social interactions.
    A strong overall social media strategy will make it easy to plug-in and adapt directly to Google+.
  • What Is the Recommended Marketing Approach?
    Initial features such as “Hang Outs” suggest a personal and human approach will be encouraged. Customer service could be the killer app for brands.
    Google Circles suggest a segmented and customized approach. Rumors speculate that brand Circles could be based on types of content.
  • What Is the Recommended Marketing Approach?
    An integrated marketing approach is a must. Google touches many segments including Search, Video (YouTube), Mobile (Android), Advertising (AdWords), etc.
    Don’t forget the +1 button. Proper integration into your other owned media will improve your Google+ approach.
  • What is the Future of Google+?5 Predictions:
    1)
    Google+ will not be a “Facebook killer” in the short term. They will instead co-exist. Facebook will play a similar role to Apple iOS (more controlled) and G+ will play the role of Android (more open).
    2)
    Google+ could become the premiere platform for applications for the Web and mobile.
    3)
    Google+ will hurt traditional Web properties such as Yahoo and Microsoft more than social companies with the increased adoption of Google’s other products (i.e. Documents, Search).
    4)
    Brands will love Google+ because they already own the majority of the Web. You’ll only need one partner. And commerce integration appears to be intuitive.
    5)
    Google+ willlook, feel and be used completely differently 5 years from now.
  • Will It Be Successful? An Expert’s take.
    “When it comes to features, Google is at parity with Facebook, but isn’t compelling for a mass immigration of social behavior. They must quickly integrate Google’s unique products like YouTube, Gmail, Apps, and others to slowly attract users over.”
    - Jeremiah Owyang
    “…lots of companies are going to build things like video chat, but Facebook competitors also have to build up their social graph first. Facebook’s job is to just keep innovating.”
    - Mark Zuckerberg
    “Decided to forward http://kevinrose.com to my Google+. G+ gives me more (real-time) feedback and engagement than my blog ever did.”
    - Kevin Rose
     ”I don't think competitors kill companies and services. I think the vast majority of "deaths" are self inflicted. Facebook didn't kill MySpace and Friendster, they killed themselves.”
    - Fred Wilson
    “Your mom won’t use Google+.”
    - Robert Scoble
  • Next Steps
    Get a G+ invite and explore
    Distribute this POV to your colleagues and other stakeholders in your company
    Fill out the Google+ Entity Profile Application
    Reach out to Moxie to engage with Google and for more information on how to participate.