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What Google+ Means for Marketers: A View from Ford's Experience

by Scott Monty on Feb 09, 2012

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What Google+ Means for Marketers

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What Google+ Means for Marketers: A View from Ford’s Experience Presentation Transcript

What Google+ Means for MarketersA Ford leadership storyScott MontyGlobal Head of Social MediaFord Motor Company

The Ford Google+ Story

Testing…1…2…3...

Connecting can be difficult

The party is only getting bigger 48 hours of video is uploaded to YouTube every minute Internal YouTube data 2011

And, getting shorter 56% of DVR owners fast forward through commercials Nielsen 2010

But…Payoff for connecting 77% 90%has never been greater of brand content trust is created by recommendations consumers from people they know 360i 2009 Nielsen 2009

How do you cutthroughand truly connect?

IdentityRelationships Sharing

Social is acore human behavior,not a destination.

Challenges within social

Problem: Messages are impersonal

What if you could share theright content with theright people?

How was your trip?My mom The guys Jason Internal Google Data 2011

CirclesThe right message to the right people Quirky Comedy Fans 4268

Problem: Comments aren’t conversations

What if you could havereal conversationswith your customers?

HangoutsReal conversations with the right customers

Enabling social brand engagementSocial brand video experiences with the click of a button

Hangouts with extrasShare your screen for customer service

Hanging out with the PresidentThe White House experiments with Google+

Problem: Recommendations lack staying powerProblem: Recommendations lack staying power

What if recommendationswere surfaced when theymattered most?

RecommendationsInfluence Purchases71% 84% Say reviews from Use online sourcesfamily members or when deciding what friends influence to buypurchase decisions Harris Interactive 2010 Google research study 2011

Search & the +1 ButtonStand out on Google search with recommendations when you need them Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this

, , ,

Problem: Social as yet another channel

What if you hadsocial elementsin all your efforts?

Google+ PageYour identity on Google

Cross-channel audience developmentDriving followership to continue the relationship

Connect all your +1’s across the web sites Google+ page display +your brand search video mobile

Messages are impersonal Comments are not conversationsRecommendations lack staying power Social is yet another channel

Google+ as a common thread, not another channel Search Video Mobile Display Offers Local Site

How To Get StartedCreate a Share valuable Promote yourpage & link it to content and hold page with badgesyour site and ads Hangouts and offline marketing

Krishna De, Author and digial strategist,social media commentator and content marketer at http://www.KrishnaDe.com Scott thank you so much for sharing the Ford case study - especially since you guys were one of the first businesses to explore Google+ right at the start! 1 year ago

Are you sure you want to

Em Hall, Marketing Manager at Zipcar @scottmonty That's what I was hoping you'd say! So simple, yet so effective. 1 year ago

Scott Monty, Head of social media at Ford Motor Company @emilyhaha1 Easy. Just ask your followers what they want. 1 year ago

Em Hall, Marketing Manager at Zipcar This is a really useful way to consider how a brand can approach G+ without compromising their other social channels.

Question: How do you determine which content goes on FB vs G+? I see that you have some overlap between the two, but not that much. How are you determining how to target those two audiences (which probably overlap quite a bit, too)? Thanks! 1 year ago

Joe Robb, Business Development/Strategist at Global Business Solutions, Inc. Great presentation - I like the image of Google+ as a common thread. It sums up Google+ nicely. 1 year ago

Esteban Contreras, Author: SOCIAL STATE // Account Director & Strategist: Sprinklr // Founder: Social Nerdia Consulting at Author // Social Nerdia Consulting // Sprinklr Nice presentation Scott 1 year ago

John Akerson Hey Scott - this slideshare is great! I would love to see your comments the slides. That would make it so much more valuable.

I like (love) the way you illustrate the power of recommendations... If Amazon has as a core strengths that its users have made recommendations - can Google+ harness that? Right now, for instance, if a person Google SEARCH's a'Roomba', top (paid and organic) links show the ... 348 reviews for the Roomba 530 on Amazon. That puts the reviews/recommendations next to the product. Do you think that Google+ has the potential to take that a step further, and show me if any of those 348 reviews are from people in my circles - people I know, etc? 1 year ago

Ysobel Hamidjojo, Social Media Marketing at Bodog Thanks for sharing! This is really cool. 1 year ago