Your SlideShare is downloading. ×
0
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
What Google+ Means for You (Marketers)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

What Google+ Means for You (Marketers)

1,621

Published on

by Alisa Leonard, VP, Strategy and Planning, iCrossing

by Alisa Leonard, VP, Strategy and Planning, iCrossing

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,621
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
12
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  1. What means for youAlisa LeonardVice President, Strategy & PlanningiCrossing
  2. The basics…
  3. StreamsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
  4. CirclesCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
  5. SparksCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
  6. HangoutsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
  7. So what does it mean for marketers?
  8. Perspective 1 Google+ is not another social destination site Google+ promises to continue to enhance the 2 relationship between search & social Combined with use of +1, Google+ promises to drive 3 greater bought, earned & owned media synergyCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
  9. Not another social destination Building a social webCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
  10. 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 connected across web services– from Google+ to Search and Maps •  This means a more customized, user-centric web experienceCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
  11. The new social CRM – hyper customizationCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
  12. Search + Social Algorithm + Human InteractionCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
  13. 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
  14. The answer: Yes. The backbone of search & social synergy is content & social signalsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
  15. 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
  16. +1 – social signal •  The +1 appears to be Google’s primary social signal •  +1’s live in Google+, Google Search and now your owned spaces •  Aggregated +1’s increase visibility in search & social •  Driving +1’s requires better content and active engagementCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
  17. 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 signals.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
  18. Community management best practices •  Call & Respond. Use questions and calls to action when posting content, respond and comment proactively to encourage dialogue (social signals). •  Balanced Diet. A community must have a “balanced diet” of content and conversation. Community managers should turn published brand content into consumer-centered conversations. •  Escalation. Establish a clear path for escalation so that no comment goes left unanswered or ignored. Unanswered comments lead to mismanagement and lost opportunities.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
  19. Bought, Earned & Owned Synergy An illustrationCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
  20. 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
  21. 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
  22. 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” with a SERP containing all brand touch points – from site to social)COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
  23. 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 signalsCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
  24. In summaryCOPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
  25. 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
  26. 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? •  Talk to us. iCrossing’s Live Media Studio and award-winning SEO team have developed Google+ best practices and starter programs.COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
  27. Thank you! Alisa Leonard Alisa.Leonard@icrossing.com @alisamleo“We Build Connected Brands” iCrossing

×