Building Your Brand on Google+Social becomes your Business CurrencyHP Social Summit March 2013                            ...
Agenda•   One Personal Story•   Google+ for Brands - Best in Class Examples                                             Go...
Turning a Customer ServiceMishap into Business Currency                    Google Confidential and Proprietary
Chris’ Dilemma            Public Post, mentioning Verizon Fios                                           Google Confidenti...
One Reshare:Chris’ complaint evolved into aconversation about the issueand similar complaints (routerupgrades, dial-up, an...
One Rude Comment                   Google Confidential and Proprietary
One Rude       commentResponseby Verizon within 24  hoursGoogle Confidential and Proprietary
Private post   shared to address       the issue.    Chris was     sent to a      private    customer   service formGoogle...
Verizon  commented  on the postaddressing theissue and what  Chris shouldexpect – A new  router in 2-3 business days Googl...
Back on Chris’ G+ Page…                                 Rude comment                          Response by Verizon within 2...
And then the Best Thing a Brand Could Ask For                                                 Rude comment                ...
Social                                                                    MeasurabilityBrand Advocates Have a Measureable ...
Counterexample – Brand Has No Voice in Customer’s Concerns                                           Google Confidential a...
Lessons•   Monitor your G+ Page to pick up on complaints AND praise quickly.•   Pull complaints off to a private conversat...
Google+ and BrandsThe value of Identity, Relationships & Sharing…across the web                                           ...
A global community, with growing engagement                                                                               ...
HP Has Seen Success on the G+ Platform                                       •      360K                                  ...
Google+ aims to make all of your Google experiences better  Search       Video            Mobile   Display      Offers    ...
How is Google+ creating value for businesses?Better       Deeper       Marketing        MeasurableDiscovery    engagement ...
BetterDiscovery   Socially inspired            brand awareness                                Google Confidential and Prop...
Better                                                                                                      DiscoveryGoogl...
Better                             DiscoveryGoogle Confidential and Proprietary   22
Better                                                                             DiscoverySharing videos in Google+ driv...
Deeperengagement   A new breed of brand             engagement                              Google Confidential and Propri...
More Personal                                                                     Engagementhttp://www.youtube.com/watch?v...
Deeper                                                                    EngagementAxe invites all of France to their LIV...
Deeper                                                                                            EngagementGoogle+ Commun...
With Google+ Communities, your business can… Meet people with      Start engaging discussions with   Host Hangouts andinte...
Across                                                                                                        The         ...
Measurableimpact             See the impact of social on             your business objectives                             ...
Measurable                                                                            ImpactSocial Reports in Google Analy...
Making the most of Google+Be                       Create more              Drive                       Measurediscovered ...
+ +                        +           +++ +++ +         ++ +         +          ++ + ++ +                  +Thanks       ...
+ +                        +          +++ +++ +        ++ +           +Appendix + +                    +          + ++    ...
Three ways to use Google+ CommunitiesBring together current      Increase brand awareness by    Listen and learn fromand p...
Create unique moments that matter on Google+ Events    Invite customers and fans to capture and share brand experiences at...
See successful integration of G+ across an eventG+ took over Colombiamoda (+Inexmoda), the most powerful exhibitionplatfor...
http://www.youtube.com/watch?v=QgR6Y5nrTdQ   Google Confidential and Proprietary   38
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HP Social Support Summit 2013: Harnessing Google+ for Businesses

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HP Social Support Summit 2013: Harnessing Google+ for Businesses by Anjali Vaidya – Google, Product Specialist

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Transcript of "HP Social Support Summit 2013: Harnessing Google+ for Businesses "

  1. 1. Building Your Brand on Google+Social becomes your Business CurrencyHP Social Summit March 2013 Google Confidential and Proprietary
  2. 2. Agenda• One Personal Story• Google+ for Brands - Best in Class Examples Google Confidential and Proprietary
  3. 3. Turning a Customer ServiceMishap into Business Currency Google Confidential and Proprietary
  4. 4. Chris’ Dilemma Public Post, mentioning Verizon Fios Google Confidential and Proprietary
  5. 5. One Reshare:Chris’ complaint evolved into aconversation about the issueand similar complaints (routerupgrades, dial-up, and ethernetspeeds). Google Confidential and Proprietary
  6. 6. One Rude Comment Google Confidential and Proprietary
  7. 7. One Rude commentResponseby Verizon within 24 hoursGoogle Confidential and Proprietary
  8. 8. Private post shared to address the issue. Chris was sent to a private customer service formGoogle Confidential and Proprietary
  9. 9. Verizon commented on the postaddressing theissue and what Chris shouldexpect – A new router in 2-3 business days Google Confidential and Proprietary
  10. 10. Back on Chris’ G+ Page… Rude comment Response by Verizon within 24 hours Follow-up and Thank you Google Confidential and Proprietary
  11. 11. And then the Best Thing a Brand Could Ask For Rude comment Response by Verizon within 24 hours Follow-up and Thank you Conversion of the naysayer! Google Confidential and Proprietary
  12. 12. Social MeasurabilityBrand Advocates Have a Measureable Ripple Effect Google Confidential and Proprietary 12
  13. 13. Counterexample – Brand Has No Voice in Customer’s Concerns Google Confidential and Proprietary
  14. 14. Lessons• Monitor your G+ Page to pick up on complaints AND praise quickly.• Pull complaints off to a private conversation between an expert and your customer.• Broadcast your resolution of the issue – Convert Brand Naysayers to Brand Advocates!• Serendipitous Social Success becomes your Business Currency Google Confidential and Proprietary
  15. 15. Google+ and BrandsThe value of Identity, Relationships & Sharing…across the web Google Confidential and Proprietary 15
  16. 16. A global community, with growing engagement 500M 400M 250M 500M 135M 170M 235M Google+ Users 30 day stream Taking social actions actives across Google 90M 40M 10M 0 June July October January 2012 April June September December Google Confidential and Proprietary 16
  17. 17. HP Has Seen Success on the G+ Platform • 360K Followers • 3-5 Posts per week • GOAL: Build out Country Pages • GOAL: Harness Key Influencers • GOAL: Extend the G+ experience across Google Properties Google Confidential and Proprietary 17
  18. 18. Google+ aims to make all of your Google experiences better Search Video Mobile Display Offers Local +People +Relationships +Sharing +Recommendations Google Confidential and Proprietary 18
  19. 19. How is Google+ creating value for businesses?Better Deeper Marketing MeasurableDiscovery engagement performance impact across the web Google Confidential and Proprietary 19
  20. 20. BetterDiscovery Socially inspired brand awareness Google Confidential and Proprietary 20
  21. 21. Better DiscoveryGoogle+ enables brand discoverability 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 Google+ Posts in Search Your followers may see content you’ve posted on your Page when it’s relevant to their search terms Google Confidential and Proprietary 21
  22. 22. Better DiscoveryGoogle Confidential and Proprietary 22
  23. 23. Better DiscoverySharing videos in Google+ drives social discovery in YouTube Google Confidential and Proprietary 23
  24. 24. Deeperengagement A new breed of brand engagement Google Confidential and Proprietary 24
  25. 25. More Personal Engagementhttp://www.youtube.com/watch?v=RyrN2SsYXCM Google Confidential and Proprietary 25
  26. 26. Deeper EngagementAxe invites all of France to their LIVE concertFeaturing the Black Eyed Peas Google Confidential and Proprietary 2626
  27. 27. Deeper EngagementGoogle+ Communities: connecting people around passionsBrands and people come together and have rich conversations around shared interests Google Confidential and Proprietary 27
  28. 28. With Google+ Communities, your business can… Meet people with Start engaging discussions with Host Hangouts andinterests related to customers and individuals that Events to engage your business share a passion related to your face-to-face business Google Confidential and Proprietary 28
  29. 29. Across The Web G+ also Improves Ad Performance: In the Automotive sector, shoppers exposed to social recommendations are more likely to convert on-site 91% lift in conversion rate for non- brand auto terms when social annotations are present on adsSource: Google/Compete Google+ & Auto Industry Study, October 2012. Google Confidential and Proprietary 29
  30. 30. Measurableimpact See the impact of social on your business objectives Google Confidential and Proprietary 30
  31. 31. Measurable ImpactSocial Reports in Google Analytics: Tie real dollaramounts to your social marketing 20,358 ($113,037.50) Conversions 11,003 ($48,762.25) Assisted Social Conversions 2,375 ($8,687.00) Last Interaction Social Conversions Google Confidential and Proprietary 31
  32. 32. Making the most of Google+Be Create more Drive Measurediscovered personal performance the impact across the engagement web• Establish brand • Review CTR identity with your • Use Hangouts on impact of Social • Enable social +page Air to broadcast a extensions to drive Annotations in conversation search ad AdWords• Add the Google+ performance badge to your site • Create a Hangout • 5-10% lift in CTR • Experiment with App to make your when social• Post rich content annotations appear in social reports in brand experiences ads Google Analytics on a regular basis more social Google Confidential and Proprietary 32
  33. 33. + + + +++ +++ + ++ + + ++ + ++ + +Thanks + + + + ++ + + + ++ + ++ ++ + + Google Confidential and Proprietary 33
  34. 34. + + + +++ +++ + ++ + +Appendix + + + + ++ + + + + + + + ++ + ++ + ++ ++ + + Google Confidential and Proprietary 34
  35. 35. Three ways to use Google+ CommunitiesBring together current Increase brand awareness by Listen and learn fromand prospective customers participating in Communities customers• Create a community • Interact with potential • Listen to what your based on topics of customers in a customers are saying interest to your communal space – about your brand or customers and brand topics and issues • Engage more deeply, related to your• Act as a guide for Google+ style, using business discussions in your Hangouts and Events brand’s community Google Confidential and Proprietary 35
  36. 36. Create unique moments that matter on Google+ Events Invite customers and fans to capture and share brand experiences at store openings and industry events with the world• Design custom invitations that stand out and easily invite fans and customers• Fans and customers can snap photos during the event and share with the public, right from their phone• See +1s and shares of your most popular moments• Gather media and fan feedback from an experience in one place Google Confidential and Proprietary 36
  37. 37. See successful integration of G+ across an eventG+ took over Colombiamoda (+Inexmoda), the most powerful exhibitionplatform for all fashion players in Colombia with more than 4K visitors Google+ was present through the week event with: • A booth backstage where the HoA took place • A booth at the main event where users could activate their account, take a G+ picture at our photo booth and participate in the HoA Results 10 Hangouts on Air 150K Views of promotional video 20M GND impressions 300K Clicks Summary video and pictures Google Confidential and Proprietary 37
  38. 38. http://www.youtube.com/watch?v=QgR6Y5nrTdQ Google Confidential and Proprietary 38

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