GOOGLE+ PRESENTATİON

_
_

ON JULY 7TH,
GOOGLE LAUNCHED GOOGLE+
TO A SMALL GROUP OF TESTERS
_

IN LESS THAN 3 WEEKS,
GOOGLE+ ALREADY HAS MORE
THAN 10 MILLION USERS
- Larry Page
_

WE’VE BEEN THINKING ABOUT
GOOGLE+ FOR BRANDS AND
HOW IT COULD EVOLVE
THE SOCIAL REVOLUTION
_
_

ACROSS THE GLOBE,
USERS CHOOSE TO SPEND
THEIR DIGITAL TIME IN SOCIAL
In December 2010, Europeans spent more time on Fac...
_

AND DIGITAL AD SPEND HAS
FOLLOWED THEM
“In 2010, social media boosts UK online display by 27.5%”
– IAB, mar. 2011
SOCIAL HAS BECOME
A _LUCRATIVE BUSINESS
FOR MANY COMPANIES
_

BECAUSE IT BUILDS
MORE ROBUST USER PROFILES
FOR THEM TO LEVERAGE.
“We will record information about your activity — suc...
_

BETTER PROFILES GIVE
BETTER ADS.
BETTER ADS MEANS
MORE REVENUE
“By plugging Facebook’s social info into its own recomme...
_

GOOGLE, HISTORICALLY AHEAD
IN MANY DIGITAL SERVICES, IS
BEHIND IN SOCIAL TECHNOLOGY
While they have tried in the past w...
_

BUT GOOGLE+ IS ARGUABLY
THE MOST IMPORTANT SERVICE
GOOGLE HAS LAUNCHED
SINCE SEARCH
WHAT IS GOOGLE+?
_
_

GOOGLE+ IS A SOCIAL NETWORK
Users get a profile, a news stream, the ability to follow topics they are
interested in (Sp...
_

A user profile with friends list contains information like
education, location, occupation and links.
_

A stream, the core part of Google+, is where people share
content and interact with one another. It is the core part of...
_

Circles allow users to organize contacts into groups and spread
them tailored content (wedding pictures with Friends an...
_

Sparks to follow feeds of things users like. Although still in beta,
sparks pulls in Google News information and will l...
_

And hangouts give users the ability to have a video chat with a
maximum of 10 friends at once (Facebook video chat is a...
WHY IS GOOGLE+
THE LINCHPIN OF GOOGLE’S
_
BUSINESS STRATEGY?
_

#1.

USERS’ TIME SPENT
ON GOOGLE+ WILL PROVIDE
GOOGLE WITH MORE DATA
“For Google, everything that happens on the Intern...
_

#2.

GOOGLE+ WILL BECOME THE
CORE OF GOOGLE’S SERVICES
“The assumption is that everything will move over to using
the P...
_

SEARCH

MAPS

PICASA

GMAIL

YOUTUBE

ADWORDS
ANALYTIC
S

BLOGGER
ANDROID

CHROME

Google+ brings more social into othe...
_

#3.

GOOGLE HAS ALREADY MADE
A HUGE INVESTMENT IN
THE SUCCESS OF GOOGLE+
“Google+ is not a typical release. Developed u...
_

25 PERCENT OF ALL GOOGLE
EMPLOYEE BONUSES ARE
BASED ON SOCIAL SUCCESS
“According to a leaked memo from Google CEO Larry...
WHAT DIFFERENTIATES
_
GOOGLE+ FROM FACEBOOK?
_

HISTORICALLY,
FACEBOOK = SOCIAL
GOOGLE = UTILITY
“Facebook's mission is to give people the power to share and make the
...
_

FACEBOOK TARGETS
AN AUDIENCE
_

Facebook Advertising gives brands the ability to target an
audience according to demographics, interest, location and
n...
_

GOOGLE TARGETS A NEED
_

Google AdWords gives brands the ability to target specific
keywords based on what their customers are searching for.
ht...
BOTH RACE TO OFFER
_
THE IDEAL TARGETING EQUATION
_

WHAT I
NEED?

WHO AM I?

WHAT AM
I INTERESTED
IN?

WHO ARE MY
FRIENDS,
COLLEAGUES...?

NEED + IDENTITY + INTEREST + NET...
WITH GOOGLE+,
GOOGLE IS ON ITS WAY TO
_
PROVIDING BRANDS WITH THE
PERFECT DATA SET
_

WHAT I
NEED?

WHO AM I?

WHAT AM
I INTERESTED
IN?

WHO ARE MY
FRIENDS,
COLLEAGUES...?

NEED + IDENTITY + INTEREST + NET...
_

“Google+ is making Google better, and FB's long-term aspirations
are much larger than social networking. Google+ can ma...
SO WHAT DO BRANDS
_
NEED TO KNOW?
_

FOR STARTERS,
GOOGLE+ IS FOCUSED
ON PEOPLE, NOT BRANDS
“The business experience we are creating should far exceed the c...
BUT BRANDS WILL QUICKLY
BECOME ACTIVE
“We've gotten several thousands of applications to be in the test group
since we ope...
SOME HAVE ALREADY
LAUNCHED PROFILES
WHERE COULD GOOGLE+ GO?
7 “WHAT IF’S?” FROM US

_
_

#1.

WHAT IF GOOGLE+ ALLOWS
BRANDS TO MANAGE THEIR
AUDIENCE BY CIRCLES?
_

At the moment, brands have to manage their communities as one, giant group and
must broadly treat all users in the same...
_

#2.

WHAT IF THE +1 BECOMES
A CORE PART OF THE GOOGLE
SEARCH RANKING ALGORITHM?
SEO Google+1: The +1 button has already spread across many sites,
allowing site owners to amplify their content. If Google...
_

#3.

WHAT IF GOOGLE COMBINED
KEYWORD NEED VOLUMES WITH
TARGET INSIGHT DATA?
At the moment, Google Adwords allows advertisers to target users
through keywords without ideas about who they are
Google+...
_

#4.

WHAT IF YOUTUBE IS
COMPLETELY PERSONALISED
TO EACH USER ON ARRIVAL?
Google+Youtube: Brands could use users’ information (age,
gender, activity, searches, friends...) to display a tailored co...
_

#5.

WHAT IF GOOGLE MAPS
SHOWS YOUR FRIENDS’
OPINIONS ON PLACES?
Google+Maps: Brands could encourage users to check in using
Google+ to help them curate their results for their friends in...
_

#6.

WHAT IF GMAIL
CONNECTS USERS’ NEEDS
WITH CONTACTS INTERESTS?
Google+Gmail: While users are reading their emails, contacts’
interests could be displayed and influence conversations (i....
_

#7.

WHAT IF GOOGLE ADWORDS
BECOMES SOCIAL?
Google+Adwords: Adwords could use audience’s network to display
ads recommended by friends and improve message impact.
GOOGLE+ SEEMS TO BE A
_GREAT OPPORTUNITY FOR
MARKETERS
BUT REMEMBER THAT BETTER
DATA FOR BRANDS MAY NOT
MATCH USER PRIVACY
EXPECTATIONS
“If Google mines what you do inside its social network to create a
behavioural profile for ads outside of the social netwo...
THANKS FOR READING
_
THANKS FOR THEIR INSPIRATION
_



http://www.wired.com/epicenter/2011/06/inside-google-plus-social/



http://www.chrisb...
ABOUT PUBLICIS MODEM
_
Publicis Modem is a full service digital agency within the Publicis Worldwide
network offering stra...
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  • http://www.businessinsider.com/amazons-amazing-facebook-integration-is-the-future-of-commerce-2011-2?op=1
  • Google+ Presentation

    1. 1. GOOGLE+ PRESENTATİON _
    2. 2. _ ON JULY 7TH, GOOGLE LAUNCHED GOOGLE+ TO A SMALL GROUP OF TESTERS
    3. 3. _ IN LESS THAN 3 WEEKS, GOOGLE+ ALREADY HAS MORE THAN 10 MILLION USERS - Larry Page
    4. 4. _ WE’VE BEEN THINKING ABOUT GOOGLE+ FOR BRANDS AND HOW IT COULD EVOLVE
    5. 5. THE SOCIAL REVOLUTION _
    6. 6. _ ACROSS THE GLOBE, USERS CHOOSE TO SPEND THEIR DIGITAL TIME IN SOCIAL In December 2010, Europeans spent more time on Facebook.com than on Google sites – comScore, dec. 2010
    7. 7. _ AND DIGITAL AD SPEND HAS FOLLOWED THEM “In 2010, social media boosts UK online display by 27.5%” – IAB, mar. 2011
    8. 8. SOCIAL HAS BECOME A _LUCRATIVE BUSINESS FOR MANY COMPANIES
    9. 9. _ BECAUSE IT BUILDS MORE ROBUST USER PROFILES FOR THEM TO LEVERAGE. “We will record information about your activity — such as posts you comment on and the other users with whom you interact — in order to provide you and other users with a better experience on Google services” – Google+ Privacy Policy
    10. 10. _ BETTER PROFILES GIVE BETTER ADS. BETTER ADS MEANS MORE REVENUE “By plugging Facebook’s social info into its own recommendation algorithm, Amazon can make even better recommendations; which translates to more purchases and higher revenue.” – Business Insider, Feb. 2011
    11. 11. _ GOOGLE, HISTORICALLY AHEAD IN MANY DIGITAL SERVICES, IS BEHIND IN SOCIAL TECHNOLOGY While they have tried in the past with services like Wave and Buzz, they have failed to capture mass attention and usage.
    12. 12. _ BUT GOOGLE+ IS ARGUABLY THE MOST IMPORTANT SERVICE GOOGLE HAS LAUNCHED SINCE SEARCH
    13. 13. WHAT IS GOOGLE+? _
    14. 14. _ GOOGLE+ IS A SOCIAL NETWORK Users get a profile, a news stream, the ability to follow topics they are interested in (Sparks), create groups of friends (Circles), interact with them through video chat (Hangouts). Relationships on Google+ are asymmetric (Twitter-like), which means you can follow people who don’t have to follow you back.
    15. 15. _ A user profile with friends list contains information like education, location, occupation and links.
    16. 16. _ A stream, the core part of Google+, is where people share content and interact with one another. It is the core part of the social graph.
    17. 17. _ Circles allow users to organize contacts into groups and spread them tailored content (wedding pictures with Friends and Family, Financial news with Colleagues...) based on what circle they are in. Interestingly, users cannot see what circles their connections have placed them in.
    18. 18. _ Sparks to follow feeds of things users like. Although still in beta, sparks pulls in Google News information and will likely improve over time.
    19. 19. _ And hangouts give users the ability to have a video chat with a maximum of 10 friends at once (Facebook video chat is a call between two people)
    20. 20. WHY IS GOOGLE+ THE LINCHPIN OF GOOGLE’S _ BUSINESS STRATEGY?
    21. 21. _ #1. USERS’ TIME SPENT ON GOOGLE+ WILL PROVIDE GOOGLE WITH MORE DATA “For Google, everything that happens on the Internet is a complement to its main business. As people spend more time and do more things online, they see more ads and they disclose more information about themselves - and Google rakes in more money.” – Nicholas Carr, The Shallows, P. 160
    22. 22. _ #2. GOOGLE+ WILL BECOME THE CORE OF GOOGLE’S SERVICES “The assumption is that everything will move over to using the Plus infrastructure over time” – Eric Schmidt, Google’s chairman
    23. 23. _ SEARCH MAPS PICASA GMAIL YOUTUBE ADWORDS ANALYTIC S BLOGGER ANDROID CHROME Google+ brings more social into other services, such as YouTube and Chrome, and will activate social data across other Google products that millions are already using.
    24. 24. _ #3. GOOGLE HAS ALREADY MADE A HUGE INVESTMENT IN THE SUCCESS OF GOOGLE+ “Google+ is not a typical release. Developed under the code name Emerald Sea, it is the result of a lengthy and urgent effort involving almost all of the company’s products. Hundreds of engineers were involved in the effort. It has been a key focus for new CEO Larry Page.” – Steven Levy, Inside Google+, Wired.com, Jun. 2010
    25. 25. _ 25 PERCENT OF ALL GOOGLE EMPLOYEE BONUSES ARE BASED ON SOCIAL SUCCESS “According to a leaked memo from Google CEO Larry Page, the company is making its social efforts a top priority and will reward all employees if those products are a success — or dock everyone’s bonus if those efforts fail.” – Jolie O’Dell, Mashable.com, Apr. 2011
    26. 26. WHAT DIFFERENTIATES _ GOOGLE+ FROM FACEBOOK?
    27. 27. _ HISTORICALLY, FACEBOOK = SOCIAL GOOGLE = UTILITY “Facebook's mission is to give people the power to share and make the world more open and connected” – Facebook.com “Google’s mission is to organize the world‘s information and make it universally accessible and useful” – Google.com
    28. 28. _ FACEBOOK TARGETS AN AUDIENCE
    29. 29. _ Facebook Advertising gives brands the ability to target an audience according to demographics, interest, location and network. http://www.facebook.com/ads
    30. 30. _ GOOGLE TARGETS A NEED
    31. 31. _ Google AdWords gives brands the ability to target specific keywords based on what their customers are searching for. https://adwords.google.co.uk
    32. 32. BOTH RACE TO OFFER _ THE IDEAL TARGETING EQUATION
    33. 33. _ WHAT I NEED? WHO AM I? WHAT AM I INTERESTED IN? WHO ARE MY FRIENDS, COLLEAGUES...? NEED + IDENTITY + INTEREST + NETWORK = PERFECT TARGETING
    34. 34. WITH GOOGLE+, GOOGLE IS ON ITS WAY TO _ PROVIDING BRANDS WITH THE PERFECT DATA SET
    35. 35. _ WHAT I NEED? WHO AM I? WHAT AM I INTERESTED IN? WHO ARE MY FRIENDS, COLLEAGUES...? NEED + IDENTITY + INTEREST + NETWORK = PERFECT TARGETING
    36. 36. _ “Google+ is making Google better, and FB's long-term aspirations are much larger than social networking. Google+ can make Google stronger which makes it harder for FB to expand their vision.” – Tom Anderson, MySpace founder, Google+, 7.7.11
    37. 37. SO WHAT DO BRANDS _ NEED TO KNOW?
    38. 38. _ FOR STARTERS, GOOGLE+ IS FOCUSED ON PEOPLE, NOT BRANDS “The business experience we are creating should far exceed the consumer profile in terms of its usefulness to businesses. We just ask for your patience while we build it” – Christian Oestlien, Google+ Product Manager
    39. 39. BUT BRANDS WILL QUICKLY BECOME ACTIVE “We've gotten several thousands of applications to be in the test group since we opened it up last night (06.07.11)” – Christian Oestlien, Google+ Product Manager
    40. 40. SOME HAVE ALREADY LAUNCHED PROFILES
    41. 41. WHERE COULD GOOGLE+ GO? 7 “WHAT IF’S?” FROM US _
    42. 42. _ #1. WHAT IF GOOGLE+ ALLOWS BRANDS TO MANAGE THEIR AUDIENCE BY CIRCLES?
    43. 43. _ At the moment, brands have to manage their communities as one, giant group and must broadly treat all users in the same way. With Google+Circles: Brands could spread tailored content to specific groups (advocates, haters, employees...) to provide tailored experiences.
    44. 44. _ #2. WHAT IF THE +1 BECOMES A CORE PART OF THE GOOGLE SEARCH RANKING ALGORITHM?
    45. 45. SEO Google+1: The +1 button has already spread across many sites, allowing site owners to amplify their content. If Google uses +1 as a core ranking factor in search, most developers would instantly add to ensure their ranking is maintained.
    46. 46. _ #3. WHAT IF GOOGLE COMBINED KEYWORD NEED VOLUMES WITH TARGET INSIGHT DATA?
    47. 47. At the moment, Google Adwords allows advertisers to target users through keywords without ideas about who they are Google+AdWords: Advertisers could find keywords used by their target audience and not only target volume, but also demographics as well
    48. 48. _ #4. WHAT IF YOUTUBE IS COMPLETELY PERSONALISED TO EACH USER ON ARRIVAL?
    49. 49. Google+Youtube: Brands could use users’ information (age, gender, activity, searches, friends...) to display a tailored content right when the user arrives to their page.
    50. 50. _ #5. WHAT IF GOOGLE MAPS SHOWS YOUR FRIENDS’ OPINIONS ON PLACES?
    51. 51. Google+Maps: Brands could encourage users to check in using Google+ to help them curate their results for their friends in the future
    52. 52. _ #6. WHAT IF GMAIL CONNECTS USERS’ NEEDS WITH CONTACTS INTERESTS?
    53. 53. Google+Gmail: While users are reading their emails, contacts’ interests could be displayed and influence conversations (i.e. ‘We see you are interested in a new smart phone, your friend shares the same interest and recently visited this site.)
    54. 54. _ #7. WHAT IF GOOGLE ADWORDS BECOMES SOCIAL?
    55. 55. Google+Adwords: Adwords could use audience’s network to display ads recommended by friends and improve message impact.
    56. 56. GOOGLE+ SEEMS TO BE A _GREAT OPPORTUNITY FOR MARKETERS
    57. 57. BUT REMEMBER THAT BETTER DATA FOR BRANDS MAY NOT MATCH USER PRIVACY EXPECTATIONS
    58. 58. “If Google mines what you do inside its social network to create a behavioural profile for ads outside of the social network, or use the profile they’ve created about you outside Google’s walls inside its social network, Facebook would have good reason to say that it’s ahead in the social networking privacy battle. In other respects, however, they are neck-and-neck in unexpected uses of your data.” – Google+ vs. Facebook on Privacy, Wired.com, June 28, 2011
    59. 59. THANKS FOR READING _
    60. 60. THANKS FOR THEIR INSPIRATION _  http://www.wired.com/epicenter/2011/06/inside-google-plus-social/  http://www.chrisbrogan.com/ad-free-google-plus-50/  http://mashable.com/2011/07/02/myspace-tom-google/  http://techcrunch.com/2011/07/03/social-studies/?goback=%2Enmp_*1_*1_*1_*1_*1_*1  http://www.slideshare.net/padday/the-real-life-social-network-v2  http://www.wired.com/epicenter/2011/06/google-facebook-privacy/  http://www.slideshare.net/pmereles/comscore-2010-europe-digital-year-in-review-7188105  http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year_in_Review  http://www.wired.co.uk/news/archive/2011-06/29/google-facebook-privacy  Nicholas Carr, The Shallows, 2010  Pictures:
    61. 61. ABOUT PUBLICIS MODEM _ Publicis Modem is a full service digital agency within the Publicis Worldwide network offering strategy, creative, analytics, user experience, multi-platform (web, mobile, social, gaming) development, paid media, search, social media and eCRM services. With more than 1,500 people deployed across 30 countries around the world, Publicis Modem is one of the largest and most global digital agencies in the world, enabling us to serve Fortune 500 brands on a global basis including LG Electronics, RBS, Visa, Sanofi and General Mills. We believe in ‘Contagious ideas that change the conversation”, ideas that connect us as human beings, inspire us to share with others and change our behaviours in favour of our brands. We then bring these ideas to life through multi-platform brand experiences, social media programs and customer-relationship management initiatives that drive brand and revenue growth.

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