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Google+: Searching the Social Network

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As part of Colle+McVoy's FEED IT Digital Excellence Series, Craig Pladson (Director, Interactive Innovation) and Dan Mandle (Analytics Director) presented on Google+.

As part of Colle+McVoy's FEED IT Digital Excellence Series, Craig Pladson (Director, Interactive Innovation) and Dan Mandle (Analytics Director) presented on Google+.

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  • The platform we preview with the team today is guaranteed to be different from the platform you might preview with your clients tomorrow. From major new features to slight upgrades to existing features, the Google team is investing in the platform. We won’t highlight all of those features today.\n\nhttp://googleplusplatform.blogspot.com/\n\nhttp://googleblog.blogspot.com/2011/09/google-92-93-94-95-96-97-98-99-100.html\n\nhttp://googlemobile.blogspot.com/2011/09/google-101-102-103-104-105-106-107.html\n
  • Instead, we took to the Interwebs to have a look at which features were attracting attention among Google+ users and commentators. \n\nVO: Gmail users have driven most of Google+ sign-ups thus far. (Marketing Magazine, “Industry view: What does Google+ offer brands?” 11/11/11)\n\n\n
  • +1: Digg. Delicious. Facebook Like. With more accessibility for search to actually find.\nIcon hyperlinks to: http://youtu.be/4RyY2-ofP4g\n
  • eMarketer Chart #125742\n
  • The Circles feature was a key differentiator Google+ used to position itself competitively against Facebook at time of launch. Facebook did have its own means of grouping friends, but it was tedious to set up. \nIcon hyperlinks to: http://youtu.be/ocPeAdpe_A8\n
  • eMarketer Chart #125742\n
  • The reason this becomes important has to do a lot with how we build and maintain relationships in real life: multiple layers of friendships, longevity/brevity of ties, source of those ties, etc. \nAnd so sharing something with one layer or group of friends is not necessarily something relevant for the other/rest. Major difference with Facebook at the time of Google+ launch.\n\nhttp://www.slideshare.net/padday/the-real-life-social-network-v2\n
  • Alongside Circles, Google+’s Hangouts feature was the other major source of differentiation against Facebook. That social network has since made its own videoconferencing tool publicly available thanks to Skype.\nIcon hyperlinks to: YouTube Google+ Hangouts Video from Transfer Server.\n
  • Google owns 84% share of unique viewers and 31% share of average minutes per viewer. Yahoo! was closest in UVs (31% share) and Hulu in minutes (25%). (eMarketer Chart #124482)\n\neMarketer Chart #124216\n\neMarketer Chart #123334\n
  • Probably the most contentious component of the Google+ launch this summer was the company’s inconsistent approach to businesses. From publishers to manufacturers, large businesses to small--Google removed non-personal profiles with the exception of only a few. With the formal launch of business pages finally at the start of this month, the traffic-driving engine of Google is finally ready to work harder for companies and brands.\nIcon hyperlinks to: YouTube Google+ ZEN Bikes Pages Video from Transfer Server.\n
  • RE: 40/800/40: With fewer users comes less clutter and, perhaps, more topically-relevant content.\n
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  • Transcript

    • 1. ©2011 COLLE+McVOYSEARCHING THE SOCIAL NETWORK NOVEMBER 18, 2011 BROUGHT TO YOU BY: @CRAIGPLADSON + @DANMANDLE
    • 2. #FEEDIT©2011 COLLE+McVOY #FEEDIT
    • 3. MISSION TO ORGANIZE THE WORLD’S INFORMATION AND MAKE IT UNIVERSALLY ACCESSIBLE AND USEFUL.©2011 COLLE+McVOY #FEEDIT
    • 4. S EA R C H©2011 COLLE+McVOY #FEEDIT
    • 5. “Search is how Google began, and it’s still at the heart of what we do today. We devote more engineering time to search than to any other product, because search can always get better and faster at helping you find what you want, when you want it, where you want it.”©2011 COLLE+McVOY SOURCE: GOOGLE.COM #FEEDIT
    • 6. MISSION PRODUCTS GOOGLE PRODUCTS FALL INTO THREE CATEGORIES 1) Search ads and ad products (Google Ad Words). 2) Products with high consumer success (YouTube, Android, Chrome). 3) New products like Google+ and Google’s local and offers efforts.©2011 COLLE+McVOY #FEEDIT
    • 7. “ALL OF US AT GOOGLE WANT TO CREATE SERVICES THAT PEOPLE ACROSS THE WORLD USE TWICE A DAY ... LIKE A TOOTHBRUSH.” ~ LARRY PAGE, GOOGLE CEO©2011 COLLE+McVOY #FEEDIT
    • 8. MISSION PRODUCTS SPIRITS OF GOOGLE’S SOCIAL PAST©2011 COLLE+McVOY #FEEDIT
    • 9. MISSION PRODUCTS 2011 THE YEAR OF GOOGLE?©2011 COLLE+McVOY #FEEDIT
    • 10. MISSION PRODUCTS 2011 THE YEAR OF GOOGLE+.©2011 COLLE+McVOY #FEEDIT
    • 11. GOOGLE+1 GOOGLE+ FIELD TRIAL GOOGLE+ INVITE ONLY GOOGLE+ PAGES BUTTON MARCH 30, 2011 JUNE 28, 2011 JULY 15, 2011 NOVEMBER 7, 2011©2011 COLLE+McVOY #FEEDIT
    • 12. MISSION PRODUCTS 2011 GOOGLE+ WHAT IS GOOGLE+?©2011 COLLE+McVOY #FEEDIT
    • 13. REAL-LIFE SHARING, RETHOUGHT FOR THE WEB.©2011 COLLE+McVOY #FEEDIT
    • 14. “OUR GOAL WITH GOOGLE+ IS TO MAKE SHARING ON THE WEB LIKE SHARING IN REAL LIFE, AS WELL AS TO IMPROVE THE OVERALL GOOGLE EXPERIENCE.” ~ LARRY PAGE, GOOGLE CEO©2011 COLLE+McVOY #FEEDIT
    • 15. WH Y?©2011 COLLE+McVOY #FEEDIT
    • 16. MISSION PRODUCTS 2011 GOOGLE+ + Google+ where the Googlers are: 1,000,000,000 users worldwide. + Integrate Google’s ecosystem of products and services. + Increase connection relevancy through improved sharing and receiving. + Continued social influence within search engine results pages.©2011 COLLE+McVOY SOURCE: COMSCORE #FEEDIT
    • 17. HOW ARE THINGS GOING SO FAR?©2011 COLLE+McVOY #FEEDIT
    • 18. MISSION PRODUCTS 2011 GOOGLE+©2011 COLLE+McVOY IMAGE SOURCE: LEON HALAND #FEEDIT
    • 19. DAYS. 100 FEATURES.©2011 COLLE+McVOY #FEEDIT
    • 20. 4S0 M U E R S©2011 COLLE+McVOY SOURCE: ONLINE MEDIA DAILY #FEEDIT
    • 21. 3.4B P H O T O S©2011 COLLE+McVOY SOURCE: OMD #FEEDIT
    • 22. [S O ME O F TH E] F EA T U R ES©2011 COLLE+McVOY #FEEDIT
    • 23. ©2011 COLLE+McVOY #FEEDIT
    • 24. 2% Other 2% 6% 9% 12% 49% 20%©2011 COLLE+McVOY Time Period of Pull: Launch - November 2011 #FEEDIT
    • 25. BOOKMARKS + LIKES #FTW (FOR THE WORLD)©2011 COLLE+McVOY #FEEDIT
    • 26. WHY SHOULD YOU/CLIENTS CARE? + 30% of social media users rely on user reviews to make online purchases. + 35% of people are more likely to buy items Liked on a product detail page. + Traffic to your/their site could increase 3.5 times!©2011 COLLE+McVOY SOURCES: COMSCORE, HUBSPOT, 8TH BRIDGE #FEEDIT
    • 27. CIRCLING THE WAGONS (FOR IMPROVED INCLUSION, NOT EXCLUSION)©2011 COLLE+McVOY #FEEDIT
    • 28. WHY SHOULD YOU/CLIENTS CARE? + CRM best practice + Fans/followers disengage from brands if content is boring or irrelevant 52% and 15% Twitter 38% and 19% Facebook©2011 COLLE+McVOY SOURCES: EXACT TARGET, COTWEET #FEEDIT
    • 29. ©2011 COLLE+McVOY IMAGE SOURCE: PAUL ADAMS #FEEDIT
    • 30. HANGING OUT (AND DIALING IN)©2011 COLLE+McVOY #FEEDIT
    • 31. WHY SHOULD YOU/CLIENTS CARE? + >75% US Internet users will watch video online by 2015 (nearly 10% since 2011) + Use of Google sites to view online video far outranks other properties! + Online shoppers rely on online video as an information source 69%: Product reviews/ratings from “people like me” 60%: Product reviews/ratings from “experts” 54%: Informational©2011 COLLE+McVOY SOURCES: GOOGLE, COMSCORE, EMARKETER #FEEDIT
    • 32. BRAND OF APPROVAL (ANOTHER DIGITAL OUTPOST, MORE WAYS TO BE DISCOVERED)©2011 COLLE+McVOY #FEEDIT
    • 33. WHY SHOULD YOU/CLIENTS CARE? + YouTube+Gmail+Reader+[Google Feature Here]) = SEO + Interest-based connections > Loosely-defined friendships + 40 million < 800 million < 40 million + Beat out the squatters and phonies.©2011 COLLE+McVOY #FEEDIT
    • 34. WH A T MIGH T YO U R C LIENT DO NEXT?©2011 COLLE+McVOY #FEEDIT
    • 35. SECURE THE APPROPRIATE BRAND PROFILE(S)©2011 COLLE+McVOY #FEEDIT
    • 36. POPULATE THE PROFILE(S) WITH BASIC INFO & ALL DIGITAL PROPERTIES©2011 COLLE+McVOY #FEEDIT
    • 37. GAUGE IMPACT OF +1 UPON SITE TRAFFIC, ENGAGEMENT, SOCIAL VOLUME©2011 COLLE+McVOY #FEEDIT
    • 38. DETERMINE ROLE OF PLATFORM GIVEN RESULTS©2011 COLLE+McVOY #FEEDIT
    • 39. WH A T MIGH T GO O GLE DO NEXT?©2011 COLLE+McVOY #FEEDIT
    • 40. “WE DON’T THINK OF THE REST OF GOOGLE AS SOMETHING DIFFERENT FROM GOOGLE+. WHEREVER PEOPLE ENTER OUR ECOSYSTEM, THEY ARE RECOGNIZED AS A GOOGLE+ USER AND GET ADDITIONAL VALUE.” ~ BRADLEY HOROWITZ, GOOGLE PLATFORM VP©2011 COLLE+McVOY #FEEDIT
    • 41. REMEMBER ... AN UPDATE A DAY! + Shopping + Places + Latitude + Maps [+ Shopping] + Picasa + Maps + Android = Ubiquity + Chrome vs. ? + Google Music©2011 COLLE+McVOY #FEEDIT
    • 42. ©2011 COLLE+McVOY QUESTIONS?BROUGHT TO YOU BY:@CRAIGPLADSON + @DANMANDLE

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