Using Google+ as Part of Your Marketing Strategy #Mozinar
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17 Things You Should Know About Google Plus

1) Google Plus is the #2 Social Network

2) Google+ is Your Identity to Google

3) Google+ is a Great Place to Make Friends

4) Make Sure You Post the Content You Create to Google+

5) Sharing Other Peoples Content is Important Too

6) Create a Content Strategy for Google Plus

7) Images Are Powerful

8) Top Engagers Almost Exclusively Post Images

9) Bonus Tip: Using Images Brings Further Measurement Opportunities

10) Engage with Communities

11) Notifications Increase Engagement

12) Can’t Find a Community? Start Your Own!

13) Tag People Whenever You Post

14) Create Shared Circles

15) Understand the Benefits of Authorship

16) Google Plus Impact on Search Rankings?

17) Don’t Forget to Measure Your Activity and Set Goals

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Using Google+ as Part of Your Marketing Strategy #Mozinar Presentation Transcript

  • 1. Using  Google+  as  Part  of  Your   Marke5ng  Strategy   Jeff  Sauer   Join  us  on  Twi/er  at  #Mozinar   Ques5ons  or  problems?  Email  community@moz.com  
  • 2. Your Google+ Guide Jeff  Sauer   Marketer  and  Entrepreneur   Vice  President     Three  Deep  Marke5ng   St.  Paul,  MN,  USA   h/p://gplus.to/jeffsauer       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy   2  
  • 3. GOOGLE+ BASICS
  • 4. What is Google+? Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 5. Google+ is the #2 Social Network Photo  Credit:  Lincolnian  (Brian)  via  Compfight   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 6. Over 350 Million Active Users More  Google+  Stats  Here:  hFp://www.techhive.com/ar5cle/2026521/google-­‐outranks-­‐twiFer-­‐as-­‐no-­‐2-­‐social-­‐network-­‐aPer-­‐facebook.html     And  Here:  hFp://www.businessinsider.com/google-­‐plus-­‐is-­‐outpacing-­‐twiFer-­‐2013-­‐5     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 7. But to many, Google+ is… Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 8. To me, Google+ is Ubiquitous Google+  is   Google   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 9. Chrome is Google Plus Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 10. Gmail is Google+ Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 11. YouTube is Google+ Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 12. Google Maps is Google+ Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 13. Mobile is Google+ Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 14. Google+ is Your Content Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 15. Google+ is Google+ Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 16. Google+ is the Connective Tissue of the Top Web Properties Top  US  Web  Proper5es:  hFp://www.marke5ngcharts.com/category/top-­‐us-­‐web-­‐proper5es/       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 17. Google+ is Your Identity to Google Google  Knows  How  to  Contact  You   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 18. Google+ is Your Identity to Google Google  Knows  How  to  Contact  You   Google  Knows  Where  You  Write   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 19. Google+ is Your Identity to Google Google  Knows  Where  You  Work   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 20. Google+ is Your Identity to Google Google  Knows  Where  You  Work   Google  Knows  Your  Demographics   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 21. Your Friends Aren’t on Google+? Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 22. Make New Friends! Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 23. ENGAGING WITH GOOGLE+ AND BECOMING A POWER USER
  • 24. Post Your Content to Google+
  • 25. Share the Old Fashioned Way Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 26. Better: Auto Post Your Content Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 27. Automatically Post From WordPress to Google+ Why  I  Chose  SNAP:  hFp://www.jeffaly5cs.com/best-­‐wordpress-­‐plugin-­‐social-­‐media-­‐auto-­‐pos5ng/       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 28. Make Sure to Share Other Content Too Videos   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 29. Make Sure to Share Other Content Too Videos   Circles   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 30. Make Sure to Share Other Content Too Videos   Circles   Images   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 31. Make Sure to Share Other Content Too Videos   Circles   Images   Circle  Mar5n:  hFps://plus.google.com/+Mar5nShervington         Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy   Reshares  
  • 32. Utilize Google+ Content Strategies Excellent  Google  Plus  Content  Strategies  from  Copyblogger:  hFp://www.copyblogger.com/google-­‐plus-­‐content-­‐strategies/     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 33. Images Are Powerful
  • 34. Sharing Links is so Boring Underwhelming   Response   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 35. Image Posts Turn Heads! Images  Gain   Real  Estate!   Same  Post,   Tremendous   Response   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 36. Images Have Metrics Too! Bonus:  See  How   Many  People   Viewed  Your   Image   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 37. Top Engagers Use Images Engagement   With  Every   Post   Circle  Rebekah:  hFp://gplus.to/RebekahRadice       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 38. Cyrus Clearly Knows What He’s Doing Circle  Cyrus:  hFp://gplus.to/CyrusShepard         Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 39. Leverage Communities
  • 40. Engage with Communities Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 41. Notifications Increase Engagement Turn  On   No5fica5ons  and   Increase  Community   Engagement   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 42. Beware of Notification Overload 10-­‐20  Extra   Emails  a  Day   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 43. Community Benefits: Connecting Befriend  New  People  Globally   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 44. Community Benefits: Sharing Befriend  New  People  Globally   Targeted  Sharing  Opportuni5es   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 45. Community Benefits: Quantifying A  Public   Community  +1   Increases  Your   Website  Share   Count   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 46. No Community? Create Your Own! Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 47. Mention Other +People
  • 48. Tag People in Posts Let  People  Know  You  Shared  Their  Content     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 49. Tag People in Posts Get  Others  to  No5ce  Your  Content   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 50. Tag People in Posts Advanced  Google+  Networking  Strategy:   hFp://maximizesocialbusiness.com/google-­‐plus-­‐strategy-­‐networking-­‐8209/     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 51. Create Shared Circles Make  Some  Awesome  Google+  Friends:  hFp://bit.ly/shared_circle     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 52. Authorship Through Google+
  • 53. We All Know What Authorship Is This  is  Authorship   This  is  Authorship   This  is  Authorship   This  is  Authorship   This  is  Authorship   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 54. You Choose Your Prettiest Photo Profile  Picture  Op5miza5on:  hFp://moz.com/blog/google-­‐author-­‐photos     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 55. You Mark Up Your Website Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 56. You Mark Up Your Website Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 57. You Mark Up Your Website Defini5ve  Guide  to  Google  Authorship  Markup:   hFp://searchengineland.com/the-­‐defini5ve-­‐guide-­‐to-­‐google-­‐authorship-­‐markup-­‐123218     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 58. You May Just See Yourself in Search Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 59. Authorship Beyond Webpages PPT  Files   Excel  Files   Word  Docs   Image  Files   Google  Authorship  Beyond  Webpages:   hFp://searchengineland.com/expanding-­‐google-­‐authorship-­‐beyond-­‐webpages-­‐160782       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 60. Authorship for Slideshare How  to  Claim  Authorship  for  Slideshare:   hFp://www.slideshare.net/marktraphagen/how-­‐to-­‐claim-­‐google-­‐authorship-­‐for-­‐slideshare     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 61. Isn’t Authorship Dead? Authorship  is  Dead,  Long  Live  Authorship:   hFp://www.blindfiveyearold.com/authorship-­‐is-­‐dead-­‐long-­‐live-­‐authorship     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 62. Best Place to Learn About Authorship? On  Google+!   Google  Authorship  Community:  hFps://plus.google.com/communi5es/104474428845467390263     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 63. Google+ Impact on Search Rankings
  • 64. My Google+ Experiment Google  Plus  Case  Study:  hFp://www.jeffaly5cs.com/establish-­‐google-­‐plus-­‐authority/       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 65. Some Agree Google  Plus  Search  Ranking  Correla5ons:  hFp://moz.com/blog/google-­‐plus-­‐correla5ons     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 66. Others Disagree Google  Plus  Search  Impact:   hFp://www.stonetemple.com/measuring-­‐google-­‐plus-­‐impact-­‐on-­‐search-­‐rankings/     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 67. Matt Cutts Says No Google+  Correla5on:  hFps://news.ycombinator.com/item?id=6243451   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 68. Yet We See Rankings Like This Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 69. And This… Google  Plus  in  Search  Results:  What  Causes  Ranking?   hFp://www.virante.org/blog/2013/09/18/google-­‐plus-­‐posts-­‐search-­‐results-­‐causes-­‐ranking/     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 70. Verdict: More  Work  to   be  Done   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 71. MEASURING GOOGLE+
  • 72. How Many People Have You in Circles? How  Many  Circles   Are  You  In?   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 73. How Many People Have You in Circles? KPI:  Total  Circles   >  1,000   Resources:  Circle  Count  tracks  most  followed  profiles  and  pages,  as  well  as  engagement  with   content.  Their  Chrome  extension  is  also  quite  handy.    Check  the  PageRank  of  your  Google+   profile  with  prchecker.net.   Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 74. How Many People Are Engaging? Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 75. How Many People Are Engaging? Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 76. How Many People Are Engaging? KPI:  5  Ac5ons/ Post   Resources:  Start  with  reading  How  to  Grow  Your  Google+  Engagement  from  Social  Media   Examiner  and  |hen  study  the  l|  Uof  People  with  Highly  Engaged  Content  on  Google+  from  Circle   Jeff  Sauer   t  @jeffaly5cs   ist   sing  Google+  as  Part  of  Your  Marke5ng  Strategy   Count.  
  • 77. Did Your Content Create a Ripple Effect? Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 78. Did Your Content Create a Ripple Effect? KPI:  Create  a   Ripple   Resources:  You  @jeffaly5cs  |  Ufor  any  page  using  the  Fof  YRipples  bookmarklet  from  Blind   Jeff  Sauer  |   can  view  Ripples   sing  Google+  as  Part   ind   our  Marke5ng  Strategy   Five  Year  Old  
  • 79. Followers of Your Google+ Page Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 80. Followers of Your Google+ Page KPI:     Total  Followers  >  1000   Resources:  Direct  ljeffaly5cs  |  Using  Google+  as  Pec5on  of  Google’s  website.   Jeff  Sauer  |  @ ink  to  the  create  a  Google+  Page  sart  of  Your  Marke5ng  Strategy   Get  your  Google+  Badgeto  place  on  your  website  directly  from  Google.  
  • 81. Google+ Author Stats Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 82. Google+ Author Stats KPI:  Clicks  >  500  in   30  Days   Resources:  Direct  link  to  G|  Using  uthor  Stats  in  Webmaster  arke5ng  Strategy   Jeff  Sauer  |  @jeffaly5cs   oogle  AGoogle+  as  Part  of  Your  M Tools.  
  • 83. Are You Using GA to Track Social? Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 84. Are You Using GA to Track Social? Resources:  Introduc5on  to  SUsing  Sharing  from  art  of  Your  Marke5ng  Strategy   Jeff  Sauer  |  @jeffaly5cs  |   ocial   Google+  as  P Google  Analy5cs.  
  • 85. Are You Using GA to Track Social? KPI:  >100  Visits/Month   from  Google+   Resources:  Introduc5on  to  SUsing  Sharing  from  art  of  Your  Marke5ng  Strategy   Jeff  Sauer  |  @jeffaly5cs  |   ocial   Google+  as  P Google  Analy5cs.  
  • 86. Google+ Measurement Guide Resources:  hFp://www.jeffaly5cs.com/measuring-­‐google-­‐plus/     Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 87. Your Turn Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy  
  • 88. Thank You! Jeff  Sauer   Marketer  and  Entrepreneur   Vice  President     Three  Deep  Marke5ng   St.  Paul,  MN,  USA   h/p://gplus.to/jeffsauer       Jeff  Sauer  |  @jeffaly5cs  |  Using  Google+  as  Part  of  Your  Marke5ng  Strategy   88  
  • 89.  Email:  jeff.sauer@gmail.com    TwiFer:  @jeffaly5cs    Website:  hFp://www.jeffaly5cs.com        Find  this  recorded  #Mozinar  and  slide  deck  at  hFp://moz.com/webinars  very  soon!