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

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

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  • 1. Building Your Brand on Google+Social becomes your Business CurrencyHP Social Summit March 2013 Google Confidential and Proprietary
  • 2. Agenda• One Personal Story• Google+ for Brands - Best in Class Examples Google Confidential and Proprietary
  • 3. Turning a Customer ServiceMishap into Business Currency Google Confidential and Proprietary
  • 4. Chris’ Dilemma Public Post, mentioning Verizon Fios Google Confidential and Proprietary
  • 5. One Reshare:Chris’ complaint evolved into aconversation about the issueand similar complaints (routerupgrades, dial-up, and ethernetspeeds). Google Confidential and Proprietary
  • 6. One Rude Comment Google Confidential and Proprietary
  • 7. One Rude commentResponseby Verizon within 24 hoursGoogle Confidential and Proprietary
  • 8. Private post shared to address the issue. Chris was sent to a private customer service formGoogle Confidential and Proprietary
  • 9. Verizon commented on the postaddressing theissue and what Chris shouldexpect – A new router in 2-3 business days Google Confidential and Proprietary
  • 10. Back on Chris’ G+ Page… Rude comment Response by Verizon within 24 hours Follow-up and Thank you Google Confidential and Proprietary
  • 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. Social MeasurabilityBrand Advocates Have a Measureable Ripple Effect Google Confidential and Proprietary 12
  • 13. Counterexample – Brand Has No Voice in Customer’s Concerns Google Confidential and Proprietary
  • 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. Google+ and BrandsThe value of Identity, Relationships & Sharing…across the web Google Confidential and Proprietary 15
  • 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. 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. 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. How is Google+ creating value for businesses?Better Deeper Marketing MeasurableDiscovery engagement performance impact across the web Google Confidential and Proprietary 19
  • 20. BetterDiscovery Socially inspired brand awareness Google Confidential and Proprietary 20
  • 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. Better DiscoveryGoogle Confidential and Proprietary 22
  • 23. Better DiscoverySharing videos in Google+ drives social discovery in YouTube Google Confidential and Proprietary 23
  • 24. Deeperengagement A new breed of brand engagement Google Confidential and Proprietary 24
  • 25. More Personal Engagementhttp://www.youtube.com/watch?v=RyrN2SsYXCM Google Confidential and Proprietary 25
  • 26. Deeper EngagementAxe invites all of France to their LIVE concertFeaturing the Black Eyed Peas Google Confidential and Proprietary 2626
  • 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. 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. 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. Measurableimpact See the impact of social on your business objectives Google Confidential and Proprietary 30
  • 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. 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. + + + +++ +++ + ++ + + ++ + ++ + +Thanks + + + + ++ + + + ++ + ++ ++ + + Google Confidential and Proprietary 33
  • 34. + + + +++ +++ + ++ + +Appendix + + + + ++ + + + + + + + ++ + ++ + ++ ++ + + Google Confidential and Proprietary 34
  • 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. 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. 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. http://www.youtube.com/watch?v=QgR6Y5nrTdQ Google Confidential and Proprietary 38