@

26.11.13
Building Your Brand with Google+
The value of identity, relationships and sharing across the web

+BethFoster
NACE Social ...
Social has always been a core human behavior...

What is changing is the way we socialize.
First generation of social has been a game changer

70%

of internet users, use a social
network each month

source: Socia...
But, technology has the capability to take us even further

Sharing gets stuck in
the stream

Social is limited to one
dim...
Book a trip together with
friends, face to face
Google+ makes your entire Google experience better

Search

+People

Gmail

Chrome

+Relationships

YouTube

+Sharing

Map...
540,000,000+
ARE TAKING SOCIAL ACTIONS ACROSS GOOGLE
300M
ACTIVE USERS
So what does this mean for you as a brand marketer?
Google+ gives you the tools to reach and influence your customers throu...
BUILD AWARENESS
How do people discover
brands online?

32%
SOCIAL

54%
SEARCH

Source: “How Consumers Found Websites in 2012”, Forrester R...
The stream is just the beginning for a Google+ post…

Burberry announces
their new line of
sunglasses via
Google+
Google+ content is amplified within Google search

Burberry announces
their new line of
sunglasses in a Google
+ post
Google+ video posts are also surfaced on YouTube

Burberry announces
their new line of
sunglasses in a Google
+ post
And now, even within Gmail

Burberry announces
their new line of
sunglasses in a Google
+ post
Related hashtags make it easier to discover content on Google+
Google+ enables a unified, consistent brand identity, across
the web
Hangouts On Air extend your brand conversation to millions
Topshop transforms the fashion show with exclusive Hangouts On ...
INFLUENCE
CONSIDERATION

Google Confidential and Proprietary
Google Confidential and Proprietary

27
72%

of consumers trust
online reviews as much
as personal
recommendations

78%

of consumers say
brand’s social media
infl...
Relevant Google+ content in search is driving consideration

Burberry announces
their new line of
sunglasses in a Google
+...
Communities help users discover recommendations from
experts, including consumers and relevant brands

Lowe’s & Nest
can i...
Clinique delivers in-store experience, at scale

“The Google+ Hangout enabled us
to deliver the high touch custom-fit
servi...
Entertainment Weekly answers fans’ award show questions
with Live Q&A in a Hangout on Air
“The Google+ Hangout enabled us
...
“The Google+ Hangout enabled us
to deliver the high tough custom-fit
service our clients experience in
store and at counter...
Toyota Collaborator revolutionizes the test drive with social car
shopping before even entering the dealership
“The Google...
DRIVE SALES

Google Confidential and Proprietary
Google Confidential and Proprietary

35
Social endorsements matter

37%

of millennials say they are more
likely to purchase a brand that
has social endorsements
...
Social recommendations on paid search ads drive more traffic
to your site

5-10%

average search ad CTR uplift from social a...
Better yet, these social recommendations drive more qualified
traffic to your site

20%

apparel purchases

11%

hotel bookin...
The Google+ audience is proving to be more valuable than
other social audiences

1

In the retail sector, Google+ referral...
GROW LOYALTY

Google Confidential and Proprietary
Google Confidential and Proprietary

40
90%

of consumers back brands after
interacting via social media

“By making people love, not just
like your brand, you’re...
Develop lasting relationships with customers using Communities
Identify valuable brand advocates using Ripples
Drive app installs, and personalize experiences using
Google Sign-in
Provide fast and trusted
sign-in
Customize your app
G...
“Google is a trusted partner for our users. It is the
most popular third-party sign-in option on the web
for us, with 35% ...
Building brand awareness with Google+

01 Getting Started Checklist
Keep the conversation going, share
content at least ev...
Influencing consideration with Google+

02 Getting Started Checklist
Think of the impact of social on SEO
and optimize your...
Driving sales with Google+

03 Getting Started Checklist
Grow your audience and share
engaging content on Google+
As a res...
Growing loyalty and retention with Google+

04 Getting Started Checklist
Build your own community and reward
loyal custome...
Questions?

Google Confidential and Proprietary
Google Confidential and Proprietary

51
Adwords 2014 Big Bets
Caz Davies
Industry Head, Performance. Google UK
4 Areas of Focus in 2014
1. Audience at the Core
WHAT DO WE MEAN BY AUDIENCE SIGNALS?
Basket
Bouncers

Login
Page

Female
16-24

WHO

Male
35-44

Female
45-54

THEY ARE

W...
“In 2020 audience targeting
investment is projected to
exceed search spend”
Source: IAB
WHAT IS “REMARKETING LISTS FOR SEARCH ADS”
Reach higher-value audiences for more effective AdWords campaigns

Existing AdW...
“Pet
Accessories”
HOW HAS RLSA BEEN USED TO DATE?
Tailor ad text

1

• 

• 

Telecoms provider
customized ads based on
product categories vi...
RESULTS SO FAR….

RLSA shows 48% lower CPAs*
than rest of Search spend
*Google Internal Data: 1,000+ CIDs
2. Multi-Screen World
Adwords Estimated Total Conversions
3. Export with Adwords
Online Sales By UK Retailers to Increase 7X By 2020
Product Listing Ads Power eComm Export Growth
4. Giving Users Choice
Display Media is Somewhat Broken
“Attention is a scarce resource.
Branding is the experience marketers
create to win that attention”
-- Jeffrey Harmon, Co-...
Ads That Let Users Choose
CPE Ads Case Study - Oxfam
Providing a lean-in, engaging experience for
consumers drove great results for Oxfam

7.3M

rea...
Thank You!
MARSHALLS CASE STUDY...
The brief:
Croud appointed in April 2013 to improve performance on the

1.2	
  

0.1	
  

account
...
November 26th 2013

Smarter, Faster & Better
Search with DoubleClick
Nathan Tait-Hill, Sales Leader
DoubleClick Search

Go...
All your search in one place, powered by Google and
integrated into DoubleClick

Campaign	
  
Management	
  

ReporMng	
  ...
Campaign automation with DoubleClick
Automated Rules monitor
and take action across all
your campaigns, keywords
and ads
Y...
Better Bid Management with fresher data
Keep closer to your CPA
targets
4x daily bidding

Real time ‘Instant’
Conversions
...
Robust Reporting for every audience
DoubleClick Search
Updated every 15 minutes
across 90 metrics, all in one
place for Cr...
Boost ROI through search to display
Customers seeing results with “instant” remarketing

A frictionless,
tagless experienc...
MAKING THE MOST
OF MULTISCREEN
MULTI-TASKING
BLUE
Smartphone usage

62%

51%

30%
Smartphone usage

62%

51%

30%
56%	
  
Smartphone shopping

Source:	
  EnumeraMon	
  study,	
  Google/TNS,	
  2013	
  
	
  
Multi-tasking

Complementary use
Simultaneous use
Source:	
  The	
  New	
  MulM-­‐screen	
  World:	
  Understanding	
  Cross-­‐Plaaorm	
  Consumer	
  Behaviour,	
  Google/I...
Sequential use
%
65

Start on phone

Source:	
  The	
  New	
  MulM-­‐screen	
  World:	
  Understanding	
  Cross-­‐Plaaorm	
  Consumer	
  ...
24%

18%

Source:	
  ComScore:	
  Mobilens,	
  2012	
  
	
  
45%

20%

Source:	
  Cisco,	
  2012	
  and	
  Google	
  Our	
  mobile	
  planet,	
  2012	
  
	
  
Any guesses?
HARRY DAVIES
Harry	
  davies	
  

Harry Davies
about.me/harrydavies
Harry loves data marketing
Find out how much by calling.
BUT HOW DO I
KNOW IF IT IS
IMPORTANT TO ME?
BUT WHAT IS IT
WORTH?
1

Find out how many customers are using mobile
1

Find out how many customers are using mobile

2

Assess how much value mobile is adding
1

Find out how many customers are using mobile

2

Assess how much value mobile is adding

3

Measure everything you can
1

Find out how many customers are using mobile

2

Assess how much value mobile is adding

3

Measure everything you can
Digital
Brand
Marketing
Strategy
V1 Brand =
Product +
Personality
V2 Brand =
Context
+ Currency
V3 Brand =
Application
+ Involvement
Dramatise
Augment
Embed
@

Thank you!
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
Google@Croud Master Slides 26.11.2013
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This is all presentations (except video and keynote presentations) of our Google@Croud Event in November 2013.

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Google@Croud Master Slides 26.11.2013

  1. 1. @ 26.11.13
  2. 2. Building Your Brand with Google+ The value of identity, relationships and sharing across the web +BethFoster NACE Social Lead Google Confidential and Proprietary Google Confidential and Proprietary 6
  3. 3. Social has always been a core human behavior... What is changing is the way we socialize.
  4. 4. First generation of social has been a game changer 70% of internet users, use a social network each month source: Social Networking Reaches Nearly 1 in 4 Around the World, eMarketer, June 2013, http://www.emarketer.com/Article/SocialNetworking-Reaches-Nearly-One-Four-Around-World/1009976.
  5. 5. But, technology has the capability to take us even further Sharing gets stuck in the stream Social is limited to one dimension of relevance Communication lacks a human element
  6. 6. Book a trip together with friends, face to face
  7. 7. Google+ makes your entire Google experience better Search +People Gmail Chrome +Relationships YouTube +Sharing Maps Play +Recommendations
  8. 8. 540,000,000+ ARE TAKING SOCIAL ACTIONS ACROSS GOOGLE
  9. 9. 300M ACTIVE USERS
  10. 10. So what does this mean for you as a brand marketer? Google+ gives you the tools to reach and influence your customers throughout their journey Build Awareness Influence Consideration Drive Sales Grow Loyalty and Retention
  11. 11. BUILD AWARENESS
  12. 12. How do people discover brands online? 32% SOCIAL 54% SEARCH Source: “How Consumers Found Websites in 2012”, Forrester Research, 19 July 2013, http://www.forrester.com/How+Consumers+Found +Websites+In+2012/fulltext/-/E-RES92661
  13. 13. The stream is just the beginning for a Google+ post… Burberry announces their new line of sunglasses via Google+
  14. 14. Google+ content is amplified within Google search Burberry announces their new line of sunglasses in a Google + post
  15. 15. Google+ video posts are also surfaced on YouTube Burberry announces their new line of sunglasses in a Google + post
  16. 16. And now, even within Gmail Burberry announces their new line of sunglasses in a Google + post
  17. 17. Related hashtags make it easier to discover content on Google+
  18. 18. Google+ enables a unified, consistent brand identity, across the web
  19. 19. Hangouts On Air extend your brand conversation to millions Topshop transforms the fashion show with exclusive Hangouts On Air & a Hangout app BE THE TEAM 4M VIDEO VIEWS ACROSS PLATFORMS Join live backstage hangouts with the Topshop design team BE THE FASHION 7,500 LIVE VIEWS Take a front row seat at the exclusive red carpet event via Hangout On Air BE THE BUYER AVG. 11 MIN IN APP & 52% RESHARE Develop your own fashion collection with friends using the Topshop custom Hangout app
  20. 20. INFLUENCE CONSIDERATION Google Confidential and Proprietary Google Confidential and Proprietary 27
  21. 21. 72% of consumers trust online reviews as much as personal recommendations 78% of consumers say brand’s social media influences their purchase decisions Source: Local Consumer Review 2012, Search Engine Land; Market Force, May 2012, http:// www.marketforce.com/press-releases/item/research-social-media-influence/
  22. 22. Relevant Google+ content in search is driving consideration Burberry announces their new line of sunglasses in a Google + post
  23. 23. Communities help users discover recommendations from experts, including consumers and relevant brands Lowe’s & Nest can influence consideration by joining the conversation
  24. 24. Clinique delivers in-store experience, at scale “The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter” -Liz Wright Group Digital & e-Com Manager, Clinique •  CTR 10 times higher than the standard brand ad •  VTR 16 times higher than the standard brand ad
  25. 25. Entertainment Weekly answers fans’ award show questions with Live Q&A in a Hangout on Air “The Google+ Hangout enabled us to deliver the high touch custom-fit service our clients experience in store and at counter” -Liz Wright Group Digital & e-Com Manager, Clinique
  26. 26. “The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter -Liz Wright Group Digital & e-Com Manager, Clinique
  27. 27. Toyota Collaborator revolutionizes the test drive with social car shopping before even entering the dealership “The Google+ Hangout enabled us to deliver the high tough custom-fit service our clients experience in store and at counter -Liz Wright Group Digital & e-Com Manager, Clinique
  28. 28. DRIVE SALES Google Confidential and Proprietary Google Confidential and Proprietary 35
  29. 29. Social endorsements matter 37% of millennials say they are more likely to purchase a brand that has social endorsements Source: Google/Compete Brand Value of Annotations Study 2013
  30. 30. Social recommendations on paid search ads drive more traffic to your site 5-10% average search ad CTR uplift from social annotations Source: Google Internal Data
  31. 31. Better yet, these social recommendations drive more qualified traffic to your site 20% apparel purchases 11% hotel bookings 13% PC & Laptop purchases average lift in conversion rate when annotations are present Source: Google/Compete Vertical Research Studies 2012-2013
  32. 32. The Google+ audience is proving to be more valuable than other social audiences 1 In the retail sector, Google+ referrals are 40% more likely to convert networks than referrals from other social A referral from Google+ is worth an average $10.78 Compared to $2.35 for Facebook and $1.62 for Twitter. Source: Forrester and Source: SocialTimes.com May 23, 2013
  33. 33. GROW LOYALTY Google Confidential and Proprietary Google Confidential and Proprietary 40
  34. 34. 90% of consumers back brands after interacting via social media “By making people love, not just like your brand, you’re more likely to drive future purchases and increased sales.” -Ian Ralph, Director at Marketing Sciences Source: “IAB Social Media Effectiveness Research”, Internet Advertising Bureau UK (IAB), 4 July 2013, http://www.iabuk.net/research/library/iab-social-media-effectiveness-research
  35. 35. Develop lasting relationships with customers using Communities
  36. 36. Identify valuable brand advocates using Ripples
  37. 37. Drive app installs, and personalize experiences using Google Sign-in Provide fast and trusted sign-in Customize your app Grow your audience when users pull friends to your app Drive Android App installs 40% acceptance rate for OTA
  38. 38. “Google is a trusted partner for our users. It is the most popular third-party sign-in option on the web for us, with 35% of users choosing Google. It is also our most popular sign-in option on Android, accounting for 45% of new user registrations. We are thrilled with the level of signed-in engagement Google+ Sign-In has brought to Flixster. ” - Joe Greenstein, Co-Founder & CEO
  39. 39. Building brand awareness with Google+ 01 Getting Started Checklist Keep the conversation going, share content at least every 48 hours Create a consistent brand identity by merging your Google+ page and YouTube channel Grow your audience by adding follow and share widgets to your site and cross promoting your Google+ page Bring your brand to life with a live hangout on air
  40. 40. Influencing consideration with Google+ 02 Getting Started Checklist Think of the impact of social on SEO and optimize your post content to be discovered in search Create a community or join an existing community relevant to your brand Invite customers to tell your story on a hangout on air Make any experience more social with your own custom hangout application
  41. 41. Driving sales with Google+ 03 Getting Started Checklist Grow your audience and share engaging content on Google+ As a result of having an active page, benefit from automatic social annotations on your paid search ads Enable Google+ Sign-in on your website or mobile app
  42. 42. Growing loyalty and retention with Google+ 04 Getting Started Checklist Build your own community and reward loyal customers with exclusive content or hangouts Use ripples to identify and reach out to brand advocates Enable Google+ Sign-in on your website or mobile app
  43. 43. Questions? Google Confidential and Proprietary Google Confidential and Proprietary 51
  44. 44. Adwords 2014 Big Bets Caz Davies Industry Head, Performance. Google UK
  45. 45. 4 Areas of Focus in 2014
  46. 46. 1. Audience at the Core
  47. 47. WHAT DO WE MEAN BY AUDIENCE SIGNALS? Basket Bouncers Login Page Female 16-24 WHO Male 35-44 Female 45-54 THEY ARE WHAT WHERE & & THEY LIKE THEY’VE BEEN Homepage Visitors
  48. 48. “In 2020 audience targeting investment is projected to exceed search spend” Source: IAB
  49. 49. WHAT IS “REMARKETING LISTS FOR SEARCH ADS” Reach higher-value audiences for more effective AdWords campaigns Existing AdWords targeting criteria Device Language Location Daypart Keyword Remarketing lists for Search Ads 1 Already familiar with your products or brand 2 “Audiences” of higherconverting consumers
  50. 50. “Pet Accessories”
  51. 51. HOW HAS RLSA BEEN USED TO DATE? Tailor ad text 1 •  •  Telecoms provider customized ads based on product categories viewed (e.g., TV, voice, ISP) Saw a 66% decline in CPO Optimize bids 2 •  •  Bid higher for home page visitors and even higher for product browsers Total sales +22%, -43% CPO, +161% CVR Broaden Keywords 3 •  •  Used broad keywords like present and gift during peak gift season CvR comparable to brand terms, ROI 30% better than non-brand terms
  52. 52. RESULTS SO FAR…. RLSA shows 48% lower CPAs* than rest of Search spend *Google Internal Data: 1,000+ CIDs
  53. 53. 2. Multi-Screen World
  54. 54. Adwords Estimated Total Conversions
  55. 55. 3. Export with Adwords
  56. 56. Online Sales By UK Retailers to Increase 7X By 2020
  57. 57. Product Listing Ads Power eComm Export Growth
  58. 58. 4. Giving Users Choice
  59. 59. Display Media is Somewhat Broken
  60. 60. “Attention is a scarce resource. Branding is the experience marketers create to win that attention” -- Jeffrey Harmon, Co-founder and Head of Marketing, Orabrush
  61. 61. Ads That Let Users Choose
  62. 62. CPE Ads Case Study - Oxfam Providing a lean-in, engaging experience for consumers drove great results for Oxfam 7.3M reached via Google CPE (Oxfam only paid for 129k deep engagements) 52% 13% LOWER CPE* HIGHER ENGAGEMENT* RATES -- Alison Price, Digital Acquisition manager, Oxfam *Compared  to  a  fixed  rate  card  engagement  provider  in  a  head  to  head  test  
  63. 63. Thank You!
  64. 64. MARSHALLS CASE STUDY... The brief: Croud appointed in April 2013 to improve performance on the 1.2   0.1   account 1.0   0.0   What we did: –  Account Restructuring –  Product Listing Ads setup –  Creative Audits -­‐0.1   YoY  ROAS   –  Daily bid optimisation to maximise efficiency Revenue  (Indexed)   –  Keyword and Negative Builds 0.8   0.6   -­‐0.1   0.4   –  Remarketing –  Targeted GDN campaigns The results: Within 10 weeks: •  Revenue was up 120% •  We turned a declining ROAS into year on year positive -­‐0.2   0.2   0.0   -­‐0.2   1-­‐Apr-­‐13   8-­‐Apr-­‐13   15-­‐Apr-­‐13   22-­‐Apr-­‐13   29-­‐Apr-­‐13   6-­‐May-­‐13   13-­‐May-­‐13   20-­‐May-­‐13   27-­‐May-­‐13   3-­‐Jun-­‐13   2012  Rev   2013  Rev   YoY  ROAS  (cumul.)  
  65. 65. November 26th 2013 Smarter, Faster & Better Search with DoubleClick Nathan Tait-Hill, Sales Leader DoubleClick Search Google confidential
  66. 66. All your search in one place, powered by Google and integrated into DoubleClick Campaign   Management   ReporMng   Bid     Management   Google confidential
  67. 67. Campaign automation with DoubleClick Automated Rules monitor and take action across all your campaigns, keywords and ads Your Product Here $ XXX – Your nameYour promotional message Automate Standard Campaigns & PLAs with inventory-aware campaigns Auto-create based on inventory Your business inventory Optimize through smart bidding algorithms for increased performance Google confidential
  68. 68. Better Bid Management with fresher data Keep closer to your CPA targets 4x daily bidding Real time ‘Instant’ Conversions 1x daily bidding Conversions (online & offline) Target CPA = $5 Time Real-time reporting Google confidential Better bid optimization Faster remarketing Drastically increase conversions by 32%
  69. 69. Robust Reporting for every audience DoubleClick Search Updated every 15 minutes across 90 metrics, all in one place for Croud Executive Dashboards compelling, easy-to-create “dashboards” for clients In-house data analysts: reporting API for programmatic, bulk access to engine & conversion data Google confidential
  70. 70. Boost ROI through search to display Customers seeing results with “instant” remarketing A frictionless, tagless experience shoes  |   FREE  SHIPPING   Talking boots Insights  from   paid  search…   Google confidential …fuel  display   performance  
  71. 71. MAKING THE MOST OF MULTISCREEN
  72. 72. MULTI-TASKING
  73. 73. BLUE
  74. 74. Smartphone usage 62% 51% 30%
  75. 75. Smartphone usage 62% 51% 30%
  76. 76. 56%   Smartphone shopping Source:  EnumeraMon  study,  Google/TNS,  2013    
  77. 77. Multi-tasking Complementary use Simultaneous use
  78. 78. Source:  The  New  MulM-­‐screen  World:  Understanding  Cross-­‐Plaaorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012    
  79. 79. Sequential use
  80. 80. % 65 Start on phone Source:  The  New  MulM-­‐screen  World:  Understanding  Cross-­‐Plaaorm  Consumer  Behaviour,  Google/Ipsos,  Sept  2012     Continue on desktop or tablet
  81. 81. 24% 18% Source:  ComScore:  Mobilens,  2012    
  82. 82. 45% 20% Source:  Cisco,  2012  and  Google  Our  mobile  planet,  2012    
  83. 83. Any guesses?
  84. 84. HARRY DAVIES
  85. 85. Harry  davies   Harry Davies about.me/harrydavies Harry loves data marketing Find out how much by calling.
  86. 86. BUT HOW DO I KNOW IF IT IS IMPORTANT TO ME?
  87. 87. BUT WHAT IS IT WORTH?
  88. 88. 1 Find out how many customers are using mobile
  89. 89. 1 Find out how many customers are using mobile 2 Assess how much value mobile is adding
  90. 90. 1 Find out how many customers are using mobile 2 Assess how much value mobile is adding 3 Measure everything you can
  91. 91. 1 Find out how many customers are using mobile 2 Assess how much value mobile is adding 3 Measure everything you can
  92. 92. Digital Brand Marketing Strategy
  93. 93. V1 Brand = Product + Personality
  94. 94. V2 Brand = Context + Currency
  95. 95. V3 Brand = Application + Involvement
  96. 96. Dramatise Augment Embed
  97. 97. @ Thank you!

×