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Google+ Pages for Business: Recommendations (Third Thursday version)
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Google+ Pages for Business: Recommendations (Third Thursday version)

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Deck from Third Thursday, presented on 11/17/11.

Deck from Third Thursday, presented on 11/17/11.

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  • Let the audience know in the introduction how you will be dealing with questions (whether you'll respond to select questions at the end, try to take them during the session, etc.).
  • Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)
  • Launched June 28, 2011 in invite-only “trial phase”10 million users in 2 weeks; fastest-growing social net everOpen to individuals only… but individuals invited other individuals, so spread has been rapid - especially among influencers / enthusiasts / pundits / marketing & PR typesSpread has been strictly VIRAL, from initial invited group outward to their networksCan we compare Google Plus growth with other social networks?It took Facebook about 7 years to reach their current 750 millon users. Twitter, on the other hand, actually has about 200 million users, after about 3 years of life. We assume that it will take a year for Google Plus growth to surpass 200 million,the current twitter users number. Going a bit further we may propose that it will take not more than 5 years for Google Plus to surpass Facebook’s users count – however, the key requirement is that Google keep listening to users and improving their social network at an equal or faster rate than that of their competitors. Twitter and Facebook are not significantly different offerings today than they were at inception. Right now we are seeing relatively minor “new” features to emerge from Facebook, but -just as their chat system- they are not competition to Google+ Hangout multivideo chat features at this time. Google Plus growth is unstoppable !
  • While Google is not going to become obsolete overnight, the trend is now distinctly movingaway from Google's area of domination and toward the social media marketplace.  Products like Facebook are emerging as platforms which can displace your need for a web site (why build a web site when all you need is on their platform?) or even email.  Their referral networks have the ability to be more powerful than a generic web search when you seek information.  And by tying you together with others like you, they can probably move you to products and buying locations you really want faster than a keyword Google-style search.  BNet.comheadlined "How Facebook Intends to Supplant Google as the Web's #1Utility," and it just might happen - as we see users are increasingly spending more time on Facebook than Google (see chart)Source: Silicon Alley Insider
  • Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)

Google+ Pages for Business: Recommendations (Third Thursday version) Google+ Pages for Business: Recommendations (Third Thursday version) Presentation Transcript

  • Google+ Pages for Business:Recommendations for clients9 November 2011
  • © 2011 Gage Marketing Group. All Rights ReservedWhat is Google+?• G+ is a collection of different services bundled into a single user experience and accessible at http://plus.google.com: – Profile (similar to a Facebook profile) – Stream (a newsfeed on the default page) – Sparks (a recommendation engine) – Hangouts (a video chat service) – Huddle (a group texting service) – Circles (a friend management service) – Photos (a photo sharing service) – Games (similar to Facebook games) – NEW AS OF November 7, 2011: Business Pages (similar to Facebook pages)
  • © 2011 Gage Marketing Group. All Rights Reserved Why should I worry aboutGoogle+ Pages for Business?
  • © 2011 Gage Marketing Group. All Rights ReservedUnprecedented growth… Image credit:: http://www.zurmat.com/2011/07/22/google-plus-growth-vs-other-social-networks/
  • © 2011 Gage Marketing Group. All Rights ReservedWhy Google is serious about G+ Google is deeply concerned about Facebook eroding ad revenues; they hope Google+ can reverse these trends
  • © 2011 Gage Marketing Group. All Rights ReservedG+ is not going to go away• G+ is critical for Google because: – It drives longer and more frequent sessions – It may make Google again the most popular online, and thus… – It may protect and even grow Google’s online ad spending revenues for decades to come Every time users log in, they are re- exposed to all services and tools, Notifications are key towhich collect data and drive sessions driving repeat sessions in G+
  • © 2011 Gage Marketing Group. All Rights ReservedHow Google has already integrated Social and Search with Google+
  • © 2011 Gage Marketing Group. All Rights ReservedThe “ ” • Launched in June 2011 • Similar to - but an expansion on - Facebook • Is a tacit endorsement to your social network of: • Content (example: an article or video) • URL (example: in search results or on website) • Google+ post (example: a status update)
  • Why the “ ”?2/3rds of the economy is influenced by personal recommendations. McKinsey & Company Gartner 20% of consumers are key influencers of purchasing activities of 74% of the population.Consumers mention 56 brands in conversation per week. Keller Fay 62% of these discussions are positive.Each peer recommendation reaches 150 people on the social web. Forrester Less than 25% of people say they trust emails they sign up for.1 in 3 people come to a brand through a recommendation. Weber Shandwick Bain & Co. The most recommended company in any given category grows 2.5x the category average.40% of advocates answer, comment, or give opinions Yahoo! andonline several times each week. Comscore 9
  • © 2011 Gage Marketing Group. All Rights ReservedThe “ ” • Appears to Google users, their social network, and the general public in slightly different ways • +1 button on websites drives more +1’s • +1’s = Personal recommendations to drive “pre-qualified” traffic
  • © 2011 Gage Marketing Group. All Rights ReservedAbstract• Google+ launched Pages for Business on November 7, 2011• Google is the dominant player in search with 65-70% market share• Google+ already amplifies organic and paid search outcomes. It is likely that near-term changes will create additional opportunities and threats related to advertising which clients must be prepared to manage• Digital word of mouth (WOM) will become more and more important as +1’s and relationships in G+ become more prominent and important to volume and quality of search traffic and conversions• Similarly, changes to Google’s search algorithm to reward brands that continually develop fresh, relevant, popular content means content marketing sophistication is now essential to both social and search; thus, social media is even less optional now than it used to be• Gage clients will benefit by embracing Google+, even in its current “primitive” state. Conversely, clients who do not do so will be increasingly at risk of losing ground to competitors, especially in regard to Google search marketing outcomes. Gage can help.
  • © 2011 Gage Marketing Group. All Rights ReservedThe “ ”• +1’s are also stored in a tab on Google+ profiles for easy access. Users can opt to show their +1 tab, or keep it private – “micro-bookmarking”• +1 tab intended to let users manage from a single destination
  • © 2011 Gage Marketing Group. All Rights ReservedThe “ ”• +1 is Google’s way of incorporating personal recommendations into search results in a transformative way: • Recommendations from: • Personal networks (example: “Steve, Roger, and Bill +1’d this”) • General public, in aggregate (example: “[URL] has1,200 ’s”) • Yourself (example: “you +1’d this at some point in the past”)• +1 is a BIG DEAL because it means brands with more +1’s will get more (and more qualified!) Google search traffic
  • © 2011 Gage Marketing Group. All Rights ReservedHow G+ now affects search• Google’s organic search results are affected by whether user has added a brand to their Google+ Circles (Hovering over the Ford Motor Company link displays this)• This means the more popular your brand is in G+, the better your results are likely to be
  • © 2011 Gage Marketing Group. All Rights ReservedG+ will change ad targeting• Advertising in social is different because you can target based on user profiles, which are proven to generate better ads and higher return on advertising spend – Google has always been ahead in search, but not social – Google search targets on need (keywords) – Social networks target on profiles (identity, interest, friends)• Google+ will be able to add the power of profiles to need to provide brands with a new targeting capability
  • © 2011 Gage Marketing Group. All Rights ReservedG+ will also change analytics• Because search outcomes will be affected by social and Google+, it will be necessary for all brands who use Google for paid search to use a Google Analytics account to track social’s effects on search outcomes• Brands should start exploring and experimenting now so they are prepared to defend and improve search outcomes as Google+ performance is increasingly integrated into Google’s search algorithm
  • © 2011 Gage Marketing Group. All Rights ReservedStarting a Google+ Page now: Pros & ConsCons (-) Pros (+)Audience & Outcomes G+ audience is still mostly early adopters G+ already has 40M users and is growing across a narrower band of demographics, faster than any other network industries, interests than all other top-tier social networks There is currently no inorganic method for There is already a known, significant Paid building an audience in G+ (e.g., no and Organic Google search impact from advertising or promotional capability) Google+ activity Google’s search algorithm has already been modified to favor newer content (which favors social media content) and will probably soon also favor G+ contentFunctionality & Capability Because there is no API, G+ cannot be G+ already offers some groundbreaking managed along with other social functionality worth mastering, including: channels, effort to add G+ channel to • Video hangouts with fans ongoing management is not insignificant • Need to master Circle-based community outreach/building • Google Analytics tie-ins to show outcomes across social, SEO, PPC, web We know G+ will keep evolving
  • © 2011 Gage Marketing Group. All Rights ReservedIf you build a G+ Page• Assume G+ audience, outcomes, functionality, capability will all grow - increase 2013 2012 now and/or reallocate social investments $ $$ $$$ accordingly
  • © 2011 Gage Marketing Group. All Rights ReservedIf you decide to build a G+ Page: Notes• Business Profiles are like personal profiles on Google. Apply behaviors and practices that are working well for your personal page, if you have one.• G+ Pages must be “tied” to a specific person in your organization. Let us know if you need help deciding with whom to associate it.• G+ Pages can’t circle individuals unless they circle you first. This is tough on marketers – prevents from circling entire networks.• Businesses can own more than one Google+ Page. Having one for your brand and several for individual products may make sense.• There is currently no verification process that certifies your Google+ Page. This means a competitor can create an identical page and there’s not much you can do about it except complain to Google. This will likely change soon, but for now, watch carefully for this and let Google know when/if you find inappropriate uses.
  • © 2011 Gage Marketing Group. All Rights ReservedBuilding a G+ Page: Investment• Minimum investment to set up correctly ~10 hours• See next slide for tasks (current clients only)• 1-2 hours/week to publish, manage engagement, and build audience (assumes community management services are already in place for other social media channels)
  • © 2011 Gage Marketing Group. All Rights ReservedIf you decide to build a G+ Page: Tasks1. Associate G+ Business Page with an individual (again ask for advice)2. Set up a vanity URL for the Page3. Set up Direct Connect on related website4. Make sure Google Places data is configured correctly5. Populate with content: text, links, videos, photos6. Publish regular posts and manage engagement7. Build and share Circles8. Grow an audience: Promote on other social channels; ask employee base to promote, send to mailing list9. Use Google Analytics and analyze effect of G+ and +1s on search10. What next? Use the above experiences and 3rd party research to develop a long-term plan
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights Reserved From Kevin Mullett
  • © 2011 Gage Marketing Group. All Rights ReservedTo get started or learn more• Contact your Gage Account representative – Or…• Contact the Gage Emerging Media team – Chris McLaren, Director - Emerging Media & Strategy Phone: 763-595-3855 (o) / 763-242-0930 (m) Email: chris_mclaren@gage.com Connect: http://about.me/cmclaren1 – Tim Bursch, Manager – Social Media Phone: 763-595-3858 (o) / 612-770-9573 (m) Email: tim_bursch@gage.com 33
  • Thank you
  • © 2011 Gage Marketing Group. All Rights Reserved Additional slides from Kevin Mullett