What Google+ Means for You (Marketers)

What means for youAlisa LeonardVice President, Marketing StrategyiCrossing

The basics…

Streams – connect with peopleCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

Circles – manage peopleCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

Sparks – discover contentCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

Hangouts – connect in real-timeCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

So what does it mean for you?

Perspective 1 Google+ is not another social destination site Google+ promises to continue to enhance the 2 relationship between search and social Combined with use of +1, Google+ promises to drive 3 greater bought, earned & owned media synergyCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

Not another social destination Building a social webCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9

Laying the foundation for a social web •  Focused on creating a social layer – social data that could permeate nearly every Google product •  Social identity, content and activities connect across web services– from Google+ to Search and Maps •  This means a more customized, user-centric web experienceCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

The new social CRM – hyper customizationCIRCLES ALLOW MARKETERS TO CUSTOMIZE SOCIAL CONTENT TO SPECIFIC AUDIENCE SEGEMENTSCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11

Search + Social Algorithm + Human InteractionCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12

The question for marketers: Can you improve your short- and long- term natural search performance by becoming active in Google+?COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

The answer: Yes. The backbone of search & social synergy is content & social signalsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

Sparks – social content •  Similar to most shared stories in LinkedIn, most re- tweeted in Twitter •  Tends to rank and display content based on social signal velocity •  Users can subscribe to topics at keyword level •  Expected to become a signal for web search in the futureCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15

+1 – social signal •  The +1 appears to be Google’s primary social signal •  +1’s live in Google+, Google Search and now your web site •  Aggregated +1’s increase visibility in search & social •  Receiving +1’s requires better content and active engagementCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16

Content best practices •  Editorial Insights. Develop a content program based on search and social insights that cater to your target audience (segments) •  Customization. Customize editorial programs by Circle segmentation; create multiple editorial calendars that map messaging to audience segment •  Ritualized Content. Communities respond best to ritualized content; identify top topics and content formats that receive the most interaction and create recurring content events (e.g. Tuesday Tips ) •  Publishing Primetime. Monitor and measure when content posts receive the most interaction and adjust publishing schedule to maximize social signalsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17

Community management best practices •  Balanced Diet. A community must have a balanced diet of content and conversation. Community managers should turn published brand content into consumer-centered conversations •  A/B Testing. Just like paid media, content and engagement tactics should be tested, refined and formalized into day to day execution best practices. •  Escalation. Establish a clear path for escalation so that no comment goes left unanswered or ignored. Unanswered comments lead to mismanagement and lost opportunitiesCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

Bought, Earned & Owned Synergy An illustrationCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19

The relationship between Google+ and the +1 means that a consumer s social graph could be connected with actions across natural search, paid media, and web content (Let s see what this could look like)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

Bought + earned A paid media program using +1 could extend its reach through targeting a user s social graph who +1 d an ad, and capture audiences in a social database (the +Page) for ongoing messaging and engagement beyond the paid campaignCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21

Amplified earned: search + social All of that brand content and engagement shared through the +Page in turn creates visibility in natural search ( flooding the zone of a SERP with all brand touch points – from site to social)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22

Earned + owned•  A customer that +1 s content (or a product) broadcasts a recommendation to friends, generating earned media impressions and word-of-mouth•  Additionally, that customer may be asked to join the brands +Page circles (capture for CRM)•  Your site content benefits from improved search visibility from social signals COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23

In summaryCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24

Remember the 3Cs of Google+ Content. Success in Google+ is predicated on quality, 1 frequently published content. Community. Building community is crucial– it impacts brand engagement and how content moves and spreads 2 across the web (including how visible it becomes in search). Customization. Google+ will offer more flexibility and 3 customized brand engagement with specific audiences due to the Circles feature.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25

Get started •  Get personal. Set up a personal account and familiarize yourself with the platform until +Pages are launched. •  Asses your current social media programs. Are your programs centered around content and proper engagement techniques? Are you thinking about your current social programs in a holistic manner with search? •  Test & learn. iCrossing s Live Media Studio & SEO teams have developed Google+ best practices and starter programsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26

Thank you! Alisa Leonard Alisa.Leonard@icrossing.com @alisamleo“We Build Connected Brands” iCrossing

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What Google+ Means for You (Marketers)

by Alisa Leonard on Sep 23, 2011

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What Google+ Means for You (Marketers) — Presentation Transcript