Measuring Share of Voice Around Google Fiber

Digital Strategic Planning ✚ Multimedia and High-Impact Content Creation ✚ Measurement/Insights/Analysis

Measuring Share of Voice Around Google Fiber Presented by: Steketee Greiner and Company

Agenda * So, What’s Google Fiber – Situation Analysis * * The Online Race for Share of Voice * * Why We Got Involved and What We Found Out * * The Communities Speak Out * * When Google Pulled the Rug Out * * The Really Interesting Part * * What We Can Learn from All This * * Questions? Comments? *

So, What’s Google Fiber? Situation Analysis

A Plan with a Purpose
It all started with the FCC…

A Simple Thought With An Incredible Offer
Google’s experiment hopes to find new ways to make Internet access better and faster for everyone in the US
Promises that the fiber broadband offer would be approximately 100X faster than what most Americans have access to
Specifically, the company hopes to establish:
A platform for next generation apps and the “yet unimagined”
New fiber network deployment techniques
Openness and choice

The Timeframe
February 10, 2010 - Google releases RFI with March 26, 2010 deadline for submissions

The Response: Thousands Say, “Here, Please!”
Google reported over 1,100 cities submitting RFI’s, and over 194,000 response from individuals.

Also, a Lot of Valuable Information…
Governments shared information about their communities, specifically focusing on existing infrastructure and organizations that would benefit from fiber.
Residents shared personal response experiences and frustrations with Internet access.

The Online Race for Share of Voice

Where it Started Google specifically called out “level of community support” as one of its selection criteria

And so the fun began…

City Champions Fought the Good Fight

And they leveraged every channel they had available

In Topeka, Kansas…

In Sarasota, Florida and Duluth, Minnesota…

In Grand Rapids, Michigan…

Why We Got Involved and What We Found

Our main office is in Grand Rapids, MI, which submitted a response to the RFI
We Were Curious.

A top ten list of cities was created based on
overall conversation levels in the digital landscape
And we added something more…

The SGC Google Reports First Report Second Report

Total Share of Conversation
First Report:
Duluth, MN; Topeka, KS; Grand Rapids, MI; Sarasota, FL; Madison, WI; Fresno, CA; Memphis, TN; Baltimore, MD; Asheville, NC; Greensboro, NC.
Second Report:
Duluth, MN; Topeka, KS; Grand Rapids, MI; Sarasota, FL; Madison, WI; Fresno, CA; Memphis, TN; Portland, OR; Asheville, NC; Greensboro, NC.

Digital Syndication – Content Matters

Are Facebook Friends Enough?

Conversion to Conversation is Critical

Bringing Offline Online

The Communities Speak Out
Online and Offline Response to our Findings

Curious, Excited, Vocal

When Google Pulled the Rug Out
The Deadline Arrived

Google’s next step was surprising to most,
but it really wasn’t surprising at all

The Really Interesting Part

The question shifted from “how do we get Google’s attention”… …to “How do we develop a strategy to take the momentum we’ve been building and translate it into something tangible for a community?”

This Part is Important
Fiber became a catalyst for community growth

At the Local Level - Duluth, MN

At the National Level – United, they stand for Broadband

What We Can Learn from All This

* Content matters
* It’s not all about the number of followers
* A strategy should be holistic
* Digital marketing is measureable
* Strategy needs insight

Questions? Comments?

Thank you

For more information, please email David Greiner at david.greiner@steketeegreiner.com

Measuring Share of Voice Around Google Fiber

by Word of Mouth Marketing Association on Oct 21, 2010

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Measuring Share of Voice Around Google Fiber — Presentation Transcript