A brief look at how Google+ will likely be valuable for brands once Business profiles are launched

1. Google+ for Brands
August 2011
> What We Should Expect…Sometime
John Bell, Global Managing Director
Ogilvy 360 Digital Influence

2. It took Google+ 21 days to get
18 million users.
It took Facebook 2.5 years.

3. Remember The Facebook Evolution
> Facebook pioneered one-on-one connections
between a brand and fans
> Facebook launched in February 2004;
Brand pages launched November 2007
> 2009 Brand pages changed to emulate
personal profiles
> It was 3 years from launch before Facebook
truly worked out its offering for brands.
> Facebook’s experiences offer lessons with G+
brand roll-out slated for later this year

4. The Google+ Evolution Will Be Faster
> Despite much excitement at launch, only a
few brands were admitted to the party
> Some brands like Ford and MTV have
been allowed to stay in beta, but
others were shut down
> When Google+ Business Profiles
launches…
> Integrated with Google advertising
product
> Superior data and analytics
> Better search
> Will finally integrate with Google Apps

5. 6 Ways Brands Might Use G+
1. A fresh approach to customer service and
engagement
1. If Circles become public (and subscribable);
customers could sign up for specific channels
2. Social care staff could drive customers into
Video Chat/Hangouts
2. Segmenting and organize brand
fans/customers/influencers for insights
1. Could even consider “test circles” for followers
they want to use as focus groups or test
groups
3. B2B sales force enablement
1. Sales staff can cultivate streams and
customer circles to find lead gen opportunities
and deliver thought leadership
2. Google+ may challenge LinkedIn as it attracts
business users (especially when Google Apps
integration launches) From Happyplace.com

6. 6 Ways Brands Might Use G+
4. Create and promote branded “Sparks”
to establish thought leadership
1. Extend search engine optimization
efforts to dominate in particular
topics
2. Promote these as your “Sparks” –
think IBM’s Smarter Planet
5. Enhance search results with Google+
pages for brands and socially enabled
team
1. Google+ pages may have a
premium result - e.g. “certified
check mark” callout
2. Encourage users to “+1” search
listings
6. Use as a collaboration platform for
teams
4. Integration with Google Docs
5. Video chat

7. Google+ vs. Facebook for Brands
If Google’s been taking notes, a brand’s presence in
social spaces could soon be quite different:
> Branding – while Facebook limits design options, G+
could function more like YouTube with custom skin
options
> Facebook Insights vs. Google Analytics – Adwords
and more
> Hangouts + YouTube Live integration in progress –
watch and chat simultaneously
> Maps/Places – Expect this to be integrated with G+
brand pages
> Apps – As businesses move their email to the cloud,
their workforce will be one-click away from having
Google+ pages
> Search – Google’s universal search will be stronger
than Facebook

8. Google+ for the Communications Professional
> Just Use It!
> Set up your pages, Sparks, Circles and Use Hangouts for
meetings
> Create your own Conversation Calendar
> Create Circles for your brand in your own account
> Add influencers to your circles and develop relationships
> Watch for the user base to expand
> Early adopters are the tech geeks but expect other affinities
> Use Google +1
> Subscribe to official Google blog, G+ developers and
Google Labs
> Google is always experimenting, so keep a close eye on the
labs
> Watch early adopter brands like Ford and Starbucks
> Once Business Profiles launch innovation will happen fast

9. One Big Reason Google+
May Win with Brands…

10. John H. Bell
Global Managing Director | 360° Digital Influence
Ogilvy
EMAIL john.bell@ogilvy.com
BLOG http://johnbell.typepad.com
TWITTER @jbell99