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Google+<br />27th July 2011<br />
Google has a huge array of products across Paid, Owned and Earned…<br />
Owned<br />Earned<br />Paid<br />
...but historically, integration between products has been loose and variable.<br />
Google+ is an integrated social network.<br />
Itcontains new products and connects <br />all of Google’s existing products <br />using a social layer.<br />
It is the culmination of a year-long project led by Vic Gundotra, <br />Google’s senior vice president of social <br />and...
Google are taking Google+ seriously<br />
Google+ hit 20m users inside 3 weeks<br />
Smooth web experience from the beginning<br />Google’s server infrastructure has prevented downtime, growing pains and fai...
Number one in the App store, but reviews are mixed<br />
6keyGoogle+ products <br />
Sparks<br />Hangouts<br />Circles<br />And the whole setup is aligned and integrated with Google’s other key products.<br ...
+1 button sharescontent into Google+ and alsopersonalisesSearch Engine results pages.<br />In time +1 will be factored in ...
Google+ features vsFacebookvsTwitter<br />
WHAT IT MEANS FOR ADVERTISERS<br />
Businessopportunities(Q4 2011)<br />
Profile Pages (optimized for businesses).<br />Branded Hangouts with Customers (or partners).<br />Content Distribution.<b...
Natural Search becomes social and personalised…<br />
“If Google can succeed in driving large scale Google+ adoption—and derive a wealth of social cues from Google+ users—searc...
...and Paid Search will be affectedtoo once social data factored into Quality Score.<br />
Google+ will provide data for display ad targeting<br />
Google may use my information to personalize<br />content and ads on non-Google websites.<br />?<br />More social data for...
Google Checkout alongside Google+ could become the killersocial /mobile payment solution<br />
Provides a mobile-optimised web store to brands who had not previously had the money to develop one.<br />Allows Google to...
Superior social network analytics allows targeted outreachby brands.<br />
Average demographics of users in circles /hangouts.<br />Most common sparks /interests from profile data.<br />Identifies ...
Social data like +1 visible alongside engagement metrics like bounce rate, time on site etc.<br />+1 or +100?<br />Underst...
Advertiser Circles could allow easy segmentationof fan bases +great CRM potential<br />
People who’ve<br />mentioned<br />1034<br />Super fans<br />58<br />Detractors<br />13<br />
HURDLES TO OVERCOME<br />
Google+ is still small… <br />
…it has to get people to switch as well as join.<br />
Facebookare not making it easy<br />
Facebook are not making it easy<br />
Issues around t’s&c’s and privacy?<br />
“By submitting, posting or displaying the content you give Google a  perpetual, irrevocable, worldwide, royalty-free, and ...
WILL IT WORK?<br />
Will It Be Successful?  An Expert’s take<br />
“When it comes to features, Google is at parity with Facebook, but isn’t compelling for a mass immigration of social behav...
FUTURE<br />
What is the Future of Google+?5 Predictions:<br />
1<br />Google+ will not be a “Facebook killer” in the short term.  They will instead co-exist. Facebook will play a simila...
2<br />Google+ could become the premiere platform for applications for the Web and mobile.<br />
3<br />Google+ will hurt traditional Web properties such as Yahooand Microsoft more than social companies with the increas...
4<br />Brands will love Google+ because they already own the majority of the Web.  You’ll only need one partner.  And comm...
5<br />Google+ will look, feel and be used completely differently 5 years from now.<br />
What Should Your brand do now?<br />
Register as a user and test the experience<br />Request notification for when business pages become available<br />Be prep...
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Google+ by Zenith Optimedia & Performics

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Google Plus: What is it? What does it mean for advertisers? How will it change Search? What should your brand do now?

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Transcript of "Google+ by Zenith Optimedia & Performics"

  1. 1. Google+<br />27th July 2011<br />
  2. 2.
  3. 3. Google has a huge array of products across Paid, Owned and Earned…<br />
  4. 4. Owned<br />Earned<br />Paid<br />
  5. 5. ...but historically, integration between products has been loose and variable.<br />
  6. 6.
  7. 7.
  8. 8. Google+ is an integrated social network.<br />
  9. 9. Itcontains new products and connects <br />all of Google’s existing products <br />using a social layer.<br />
  10. 10. It is the culmination of a year-long project led by Vic Gundotra, <br />Google’s senior vice president of social <br />and has been called <br />Google’s answer to Facebook.<br />
  11. 11. Google are taking Google+ seriously<br />
  12. 12.
  13. 13.
  14. 14. Google+ hit 20m users inside 3 weeks<br />
  15. 15. Smooth web experience from the beginning<br />Google’s server infrastructure has prevented downtime, growing pains and fail whales!<br />
  16. 16. Number one in the App store, but reviews are mixed<br />
  17. 17.
  18. 18. 6keyGoogle+ products <br />
  19. 19. Sparks<br />Hangouts<br />Circles<br />And the whole setup is aligned and integrated with Google’s other key products.<br />Photos<br />Profile<br />Huddle<br />
  20. 20. +1 button sharescontent into Google+ and alsopersonalisesSearch Engine results pages.<br />In time +1 will be factored in Paid Search Quality Score too.<br />
  21. 21. Google+ features vsFacebookvsTwitter<br />
  22. 22.
  23. 23. WHAT IT MEANS FOR ADVERTISERS<br />
  24. 24. Businessopportunities(Q4 2011)<br />
  25. 25. Profile Pages (optimized for businesses).<br />Branded Hangouts with Customers (or partners).<br />Content Distribution.<br />Applications.<br />Customer Service.<br />Collaboration.<br />Research & Data.<br />
  26. 26. Natural Search becomes social and personalised…<br />
  27. 27. “If Google can succeed in driving large scale Google+ adoption—and derive a wealth of social cues from Google+ users—search could be revolutionised. Google+ users could see highly customized SERPs that rank results based on recommendations /likes from Circles. Shared interests discovered through Sparks could float to the top of the SERP. In other words, the searcher’s friends will play a significant role in influencing where a result ranks and whether it gets clicked—both in natural search and paid search (if social cues are integrated into Quality Score).”<br />
  28. 28. ...and Paid Search will be affectedtoo once social data factored into Quality Score.<br />
  29. 29. Google+ will provide data for display ad targeting<br />
  30. 30. Google may use my information to personalize<br />content and ads on non-Google websites.<br />?<br />More social data for targeting = more ad revenue.<br />
  31. 31. Google Checkout alongside Google+ could become the killersocial /mobile payment solution<br />
  32. 32. Provides a mobile-optimised web store to brands who had not previously had the money to develop one.<br />Allows Google to make money from advertising AND sales, advertisers and merchants.<br />
  33. 33. Superior social network analytics allows targeted outreachby brands.<br />
  34. 34. Average demographics of users in circles /hangouts.<br />Most common sparks /interests from profile data.<br />Identifies groups of users who are closely linked and all linked with your brand.<br />
  35. 35. Social data like +1 visible alongside engagement metrics like bounce rate, time on site etc.<br />+1 or +100?<br />Understand which users are influencers with large voice.<br />Your Brand<br />
  36. 36. Advertiser Circles could allow easy segmentationof fan bases +great CRM potential<br />
  37. 37. People who’ve<br />mentioned<br />1034<br />Super fans<br />58<br />Detractors<br />13<br />
  38. 38. HURDLES TO OVERCOME<br />
  39. 39. Google+ is still small… <br />
  40. 40.
  41. 41. …it has to get people to switch as well as join.<br />
  42. 42. Facebookare not making it easy<br />
  43. 43. Facebook are not making it easy<br />
  44. 44. Issues around t’s&c’s and privacy?<br />
  45. 45. “By submitting, posting or displaying the content you give Google a perpetual, irrevocable, worldwide, royalty-free, and non-exclusive license to reproduce, adapt, modify, translate, publish, publicly perform, publicly display and distribute anyContent which you submit, post or display on or through, the Services.”<br />
  46. 46. WILL IT WORK?<br />
  47. 47. Will It Be Successful? An Expert’s take<br />
  48. 48. “When it comes to features, Google is at parity with Facebook, but isn’t compelling for a mass immigration of social behavior. They must quickly integrate Google’s unique products like YouTube, Gmail, Apps, and others to slowly attract users over.”<br />Jeremiah Owyang<br /> ”I don't think competitors kill companies and services. I think the vast majority of "deaths" are self inflicted. Facebook didn't kill MySpace and Friendster, they killed themselves.”<br />Fred Wilson<br />“Your mom won’t use Google+.”<br />Robert Scoble<br />“…lots of companies are going to build things like video chat, but Facebook competitors also have to build up their social graph first. Facebook’s job is to just keep innovating.”<br /> Mark Zuckerberg<br />“Decided to forward http://kevinrose.com to my Google+. <br />G+ gives me more (real-time) feedback and engagement than my blog ever did.”<br />Kevin Rose<br />
  49. 49. FUTURE<br />
  50. 50. What is the Future of Google+?5 Predictions:<br />
  51. 51. 1<br />Google+ will not be a “Facebook killer” in the short term. They will instead co-exist. Facebook will play a similar role to Apple iOS(more controlled) and G+ will play the role of Android (more open).<br />
  52. 52. 2<br />Google+ could become the premiere platform for applications for the Web and mobile.<br />
  53. 53. 3<br />Google+ will hurt traditional Web properties such as Yahooand Microsoft more than social companies with the increased adoption of Google’s other products (i.e. Documents, Search).<br />
  54. 54. 4<br />Brands will love Google+ because they already own the majority of the Web. You’ll only need one partner. And commerce integration appears to be intuitive.<br />
  55. 55. 5<br />Google+ will look, feel and be used completely differently 5 years from now.<br />
  56. 56. What Should Your brand do now?<br />
  57. 57. Register as a user and test the experience<br />Request notification for when business pages become available<br />Be prepared and stay updated<br />Your<br />Brand<br />
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