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Google+ Smart Tactics for Your Brand (Social Media Week Chicago 2012)
 

Google+ Smart Tactics for Your Brand (Social Media Week Chicago 2012)

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Hangouts, events, circles and more. Learn how to get the most out of your Google+ page! ...

Hangouts, events, circles and more. Learn how to get the most out of your Google+ page!

This session will provide an overview of Google+ and the difference between a Google+ Local page and a Google+ Business page. Then we will dive into Google+ smart tactics, covering the best strategies in optimization and management. Lastly we’ll discuss the merge of Google+ Local pages and Google+ Business pages, why it is important and what to expect. Q&A to follow.

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    Google+ Smart Tactics for Your Brand (Social Media Week Chicago 2012) Google+ Smart Tactics for Your Brand (Social Media Week Chicago 2012) Presentation Transcript

    • Google+Smart Tactics For Your BrandGoogle+ Local (The New Social Search)
    • The State of Social Media •  1 in 5 Minutes Online are Spent on Social Networking Sites •  There are More People On Social Networks Than Ever Before •  Social Networks Now Reach 82% of the World’s Internet Population •  Baby Boomers are the Fastest Growing Age Demographic Using Social Networking sites •  Mobile Social Media Use is On the Rise •  CMO’s Worldwide Plan to Increase their Use of Social Media •  4 out of 5 American Companies Used Social Media Tools in 2011Source:comScoreMediaMatrix,Worldwide,March2007–October2011,“It’saSocialWorld,”Dec21201Source:OfficialandEstimatedstatistics.Facebook,YouTube,Zynga,Twitter,LinkedIn,Groupon,Flickr,Tumblr,Instagram,Foursquare,Pinterest,scvngr,Path,Google+SlashGear,TechCrunch/Comscore,FastCompany,Oink:TechCrunch,GetGlue,Foodspotting:SorayaDarabi’sLinkedISource:ExperianHitwise,Facebookwasthetopsearchtermfor2011,basedonsearchesonBing,YahooandGoogleSource:Experian,The2011SocialMediaConsumerTrendandBenchmarkReportSource:Nielsen,StateoftheMedia:TheSocialMediaReportQ32011Source:eMarketer,2010,Mobilephoneuserswhohaveaprofileandaccesssocialnetworksfrommobilephones
    • The Social Landscape
    • The Social Game Changer Google+ (Wikipedia Definition) o  "Real-life sharing rethought for the web.” o  Launched June 28, 2011 o  Google+ Local: On May 30, 2012, Google Places was replaced by Google+ Local, which now integrates directly with the Google+ service to allow users to post photos and reviews of locations directly to its page on the service. Additionally, Google+ Local and Maps also now feature detailed reviews and ratings from Zagat, who was acquired by Google in September 2011.[62] o  Unlike other conventional social networks which are generally accessed through a single website: Google has described Google+ as a "social layer" consisting of not just a single site, but rather an overarching "layer" which covers many of its online properties. Social Search Is Here. http://en.wikipedia.org/wiki/Google%2B
    • Google+ A Ghost Town? 100 Million Active Over 400 Million Have Upgraded toUsers Monthly Google+http://techcrunch.com/2012/09/17/google-bought-something-announced-some-google-numbers-and-you-probably-arent-impressed/
    • So Is Google+ A Ghost Town? Hardly. In the 15 months since the launch of Google+: •  On average, users are on Google + 12 minutes a day, which is just shy of Facebooks average of 14 minutes a day. •  With over one million brands jumping on the wagon (including over 50% of the top 100 US brands), this arena is growing quickly. •  With 5 Billion plus ones per day, this has been the fastest global social share button in history. http://econsultancy.com/us/blog/10772-get-on-google-plus-or-get-left-behind, September 2012
    • Google Search + Your World •  http://www.youtube.com/watch?v=8Z9TTBxarbs http://www.youtube.com/watch?v=8Z9TTBxarbs 8"
    • 3 out of 4 of the Top 100 The top 10 big brands are now brands on Google on Google+ Of those with + have a total of Google+ pages, 30 9.2 million fans combined % have these pages display in The Top search results for 10 are their brand name total unique visitors to heavy auto Google+ in the U.S. -Toyota, went from 15.2 BMW, etc. Internationally, million in November Google+ visits 2011 to 27.7 million in rose 66 percent, June of this year, from 66.7 marking an increase of million to 110.7 82% million 9"BrightEdge Social Share study for July 2012 and comScore
    • ts rs interes a searche so… de rstand the web e tter un n across a nts to b formatioG oogle w e share in wa nd how 10"
    • m ation? i s infor a ther th l signals ll they g d sociaH ow wi gle+ anEnt er Goo 11"
    • What’s Happened?The Google Timeline
    • Google+ Timeline June 2011 Google+ launched as “Google Circles” – invitation only Sept 2011 Google+ opened to everyone 18 years & older Oct 2011 Google+ reaches 40 million usersNov 7, 2011 Google launched Google+ Pages for Businesses and Brands Google Vice President for Product Management BradleyJan 26, 2012 Horowitz announced on Google+ that users could now be as young as 13. Google Places replaced by Google+ Local, which now integrates directly with the Google+ service to allowMay 30, 2012 users to post photos and reviews of locations directly to its page on the service. Google+ Local and Maps feature detailed reviews and ratings from Zagat, who was acquired by Google in September 2011.
    • Google+ LocalMay 2012: Google+ Local Pages(previously Google Places) mergewith Google+ Business Pages tocreate a more social localexperience. May 2012 30 •  Google+ pages are more social •  Integration of Zagat reviews •  Mobile friendly- Android first, now available on iOS
    • So Long Google Places…So Long Business Pages 15"
    • Hello Google+ Local Pages Merges all business listings into one to be used across search, Maps, mobile, and Google+ 16"
    • Google+ Local: The MergeBusiness Pages and Local Pages
    • Business Page vs Local Page Google+ Business Page Google+ Local Page •  Page created on Google+ for a •  Google+ Local Pages currently business. hold all of the information •  You can post updates, share links, originally stored on Google photos and videos, and host Places. hangouts from a Google+ Business •  Google+ users can search for Page. places near by from the Google+ •  You can add other business pages Local tab, they can leave reviews to your circles and individuals if and check in to locations. they have first added your page •  Currently Google+ Local Pages are to their circles. managed the same way as the old Google Places Pages.
    • Once Merged Your Google+ Local Page will no longer operate like a static listing…•  Actively managing and updating your Google+ Local page will become increasingly important for your Google+ Local page to rank high in organic search results
    • Fully Integrated Page Google+ Local pages will have the same social capabilities as a Google+ business page such as hangouts, sharing to circles, photos, videos, wall posts, and more.
    • Google+ Local Page Fully IntegratedOnce fullyintegrated, LocalGoogle+ pages willbe displayed fromthe “About” tab ofthe connectedGoogle+ BusinessPage 21"
    • Improved Integration & Functionality Even from the posts tab visitors are prompted to write a review. 22"
    • Google+ Local Page Features Google+ers can upload public photos to the Google+ Local page Pull up directions Ability to +1 and share with your circles the Google+ Local page listings 23"
    • Google+ Local for Mobile•  Write a Review•  Check-In at Google+ Local Locations•  Upload photos•  View Reviews and Details•  See reviews from those within your circles•  Get directions http://www.google.com/mobile/places/ 24"
    • The Merge/Verification Process1. Navigate to your Google+ page’s profile then hover over the “unverified” text next to your page name and click “verify now.” 2. You will be taken to a page where you can request to have a postcard with a verification PIN sent to your address. (It is important to note that Service Area Businesses with hidden addresses are not yet able to merge their pages. Thank you to Linda Buquet for realizing this.)
    • The Merge/Verification Process3. Once you receive your postcard (in about one week from request) you must go to the web address on the postcard to enter in the PIN Google provides you. •  That’s it! Now you are verified and will have merged your Google+ page and Google+ Local page.
    • Google+ & Social SearchGoogle+ Your World
    • Google+ Your World •  How Google+ is Changing Search -  Personalized, intelligent SERPS (Search Engine Results Pages) -  The Google+ Box -  Google+ Direct Connect 28"
    • PerŸsonŸalŸized Search ReŸsults 1.  Search results that are geared toward the searcher based on past searches or web history (you do not have to be signed in to Google to receive these results) 2.  Search results that are tailored to the searcher based on Google+ pages you or your friends have circled/ +1’d, pages shared with you by your friends, Google+ posts from people you know, and content that’s only visible to you such as private photos (you do have to be logged in to Google in order to view these results) 29"
    • Google+ in Search
    • Google+ Your World•  Personalized SERPS (Search Engine Results Page) Search results now display personalized results from those within the searchers Google+ circles 31"
    • Personalized SERPS-Highlights •  Improved search engine results pages based on information collected from searchers social circles •  Google can track what users are likely to be interested in based on +1’s across the web, +1’s from within their circles and +1’s given by the searcher themselves •  Google can track what users are likely to be interested in based on who is in their Google+ circles •  Ability to track how users share & discuss information on the internet 32"
    • The “Google+ Box” Only verified Google+ Pages are considered for the Google + box Displays latest posts, +1’s and activity from those within your circlesPages must have posted within the the last that recently interacted with the24 hours to get a spot in the Google+ Box page Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent. http://www.portent.com/blog/internet-marketing/google- plus-box-ranking-factors-report.htm 33"
    • The Google+ Box Experiment•  Searched for “Audi USA” at 11:48 AM. A Google+ Box showed up next to the search results. Notice that the last update was 23 hours ago From their G+ page we found that their last update was exactly 12:02 the previous day. 34"
    • The Google+ Box Experiment •  Searched “Audi USA” again at 12:13 PM (about 25 minutes later). No Google+ Box displayed. Pages must have recent activity, within the last 24 hours, to be considered for the Google+ Box. 35"
    • Google+ Direct ConnectType “+” before yoursearch term to betaken directly to theassociated Google+pageSearchers areautomaticallyprompted to add thebrand to their circles 36"
    • Google+ Activity & Search 2nd - 4th organic search results for “key west resort” •  Adding a +1 to your website and search ads has been shown to improve Click Through Rates (CTR) by 10%-20%
    • The “Google+ Box” Only verified Google+ Pages are considered for the Google + box Displays latest posts, +1’s and activity from those within your circlesPages must have posted within the the last that recently interacted with the24 hours to get a spot in the Google+ Box page Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent. http://www.portent.com/blog/internet-marketing/google- plus-box-ranking-factors-report.htm 38"
    • Google+ Enhanced AdsThe Pay To Play Approach Through +1’s…
    • Google+ Enhanced Ads “Facebook and Twitter have to resort to pumping ads into your social streams. Google doesnt need to do that in order to monetize Google+. It can spend the valuable social data it gathers there on search ads, when youre actually trying to buy something.”“ Maybe the right time (to show ads) is at the moment of commercial intent. Commercial intent is what we call search.” Vic Gundotra SVP of Engineering, Google Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012 40" http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php
    • Google+ Enhanced AdsLink your Google+ Page to your Google adwordsaccount and Google will show endorsements foryour business in the form of +1s Google+ Enhanced Search Ad Google+ Enhanced Ads have been shown to boost clickGoogle+ Enhanced Display Ad through rates by 5% to 10% Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012 http://mashable.com/2012/03/06/google-plus-ads/ Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012 http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php 41"
    • Setting Up Google+ Enhanced Ads Setting up Google+ Enhanced Ads is relatively easy. Click “New Extension” Once you have attached your G+ account you will be able to add the +1 feature to your ads through the Ad Extension tab. 42"
    • Smart TacticsFinal Thoughts On How To Engage In Google+
    • Google+ Strategy •  Continue To Optimize Your Page •  Engage Your Audience •  Host Hangouts •  Grow Your Circles •  Create A Ripple
    • Tactics for Optimizing Your Google+ Profile Choose a profile photo that is easily recognizable for your business. Add an interesting photo or series of photos as your cover photo. 45"
    • Tactics for Optimizing Your Google+ Profile Provide an informative description of your business within the “Introduction” Field using keywords that are relevant to your business. Add the hours of operation for your business if applicable. It is important to add a link to your website so that Google can establish a link between your site and your Google+ Page. Post links to other spaces you are active on such as Facebook and Twitter. Be sure to also post links to other interesting pages of your website such as a blog or product page. 46"
    • Engage Your Audience Smart Tactics for Posting•  Be Engaging – Post engaging content for your audience. Photos & Videos drive the most engagement on Google+ so share these often!•  Be Relevant – Post content relevant to your business and goals. Your follower will get more out of it and Google will associate your page with the information you post about.•  Post Regularly – It is recommended to post at least once every 24 hours.•  Host Hangouts – Think of ways to engage your audience in a hangout whether you host a Q&A or simply have a discussion. What better way to achieve real interaction with your audience?!•  Share Posts From Your Circles – Share interesting posts from those within your circles to encourage them to also share your posts. 47"
    • Google+ HangoutsPlus: Hangouts on AirWhile Google+ Hangouts allow you to connect with up to nine people,the Hangouts on Air feature lets you live broadcast to an unlimitedaudience. Once the on-air hangout is completed, it automaticallybecomes a draft recorded video in your YouTube account where you canedit it and then publish on your YouTube channel, and then of courseshare it from there. 48"
    • What Businesses Are Using Hangouts? The best way to see who’s using it is to go to the Google+ page Google Shared Calendar Events and scan through the posted daily list.
    • Good Resource: Mashable Hangout Page•  http://mashable.com/follow/topics/google-hangouts/
    • Cadbury Hangout Announced
    • Tactics for Growing Your Circles The Larger Your Circles the Larger Your Audience•  Add a Google+ Badge to your website•  Post a link to your Google+ Page everywhere you are active online•  Follow other local Google+ Pages that are relevant to your location and interact with them. Their customers are likely potential new costumers for your business.•  Post engaging, relevant content and encourage your followers to share it. “The Ripple Effect” Recent studies show that circle size (or number of followers) is the #1 social influence on organic Google search rank 52"
    • Google+ Ripples “The Ripple Effect” Google+ Ripples tracks any public post or URL on Google+ to demonstrate how it has rippled through the network as users share information. Google+ Ripples helps you find your influencers: those people who share a lot of your content and drive interaction. Shown in the larger bubbles. https://plus.google.com/ripples/details 53"
    • Key Take Aways •  Local Search is Becoming Social Search •  Your Google+ Local Listing will No Longer be Static •  Ignore Google+ at Your Own Risk •  Develop a Social Strategy Now to Prepare for Tomorrow
    • 1601 Sherman Ave, 3rd Floor" Evanston, IL 60201" Phone: (800)-260-3380" " To Download Our Google+ Local eBook: www.simpartners.com/our-work/resource-center/ Tara Thomas Director of Strategy tthomas@simpartners.com www.simpartners.comGoogle+ Direct: +Simpartners www.simpartners.com/velocity
    • References•  Google “Google+ Local: Review your favorite places” YouTube. 30 May, 2012 http://www.youtube.com/watch?v=NgDdwl67qNY&feature=youtu.be•  Miller, Miranda “Google+ Local to Replace Places as Google Makes a Play for More Mobile Ad Dollars.” Search Engine Watch. 30 May 2012•  http://searchenginewatch.com/article/2181089/Google-Local-to-Replace-Places-as-Google-Makes-a-Play-for-More- Mobile-Ad-Dollars•  “Google+ Local: See Review from your friends” clip•  http://www.google.com/mobile/places/•  “Google+ Local: Review your favorite places” clip•  http://www.youtube.com/watch?v=NgDdwl67qNY&feature=youtu.be•  King, Steve “So Long Google+ & Google Places, Hello Local Google+ Pages.” SIM Partners. 30 May 2012•  http://www.simpartners.com/so-long-google-google-places-hello-local-google-plus-pages/#more-2335•  https://plus.google.com/ripples/details•  Lurie, Ian “Google Plus Box Ranking Factors Report.” Portent.•  http://www.portent.com/blog/internet-marketing/google-plus-box-ranking-factors-report.htm•  Kessler, Sarah. “Google+ Ads Are Up to 10% More Effective, Says Google” 6 March 2012•  http://mashable.com/2012/03/06/google-plus-ads/•  Mitchel, Jon. “Google+ Ads in Search Might Actually Be A Great Idea” 9 March 2012•  http://www.readwriteweb.com/archives/google_in_search_might_actually_be_a_great_idea.php 56"
    • Apple vs. Google Apple recently pulled Googles YouTube app from iOS 6 Google will go it alone with one from the App Store 57"
    • Apple vs. Google
    • Apple’s Plan •  Apple dropped Google Maps with iOS 6 •  Siri maps speculated to launch this fall •  3D mapping functionality •  Apple is not only disconnecting its native iOS 6 Maps app from Googles servers, but will also redirect all third party app requests to its own mapping servers, immediately taking the majority of mobile maps traffic away from Google as it forges new strategic partnerships for mapping •  Apples iOS doesnt support Googles Maps Navigation features, nor does it incorporate support for Googles Loopt-like Latitude or its Yelp-like Places features that are all integrated into Androids version of Google Maps •  The introduction of Apples own new Maps app in iOS 6 will instantly replace Google on every new mobile device running iOS and for every user who upgrades http://www.appleinsider.com/articles/12/08/02/apple_wants_to_wipe_google_off_the_map_with_ios_6.html 59"
    • 60"
    • Apple’s Plan •  Apple partners more closely with Yelp At the same time, Apples new iOS 6 Maps is partnering with some of Googles maps-related competitors, including Yelp, the review service that todays Siri already relies upon for local information and user reviews •  In iOS 6 Maps, users will be able to access Yelp for reviews, user submitted photos (or submit their own pictures), write "tips" and check in at local businesses. •  Siri will also expand its feature set to provide more extensive support for looking up locations and providing directions to them. Enter Apple Search and Siri… http://www.appleinsider.com/articles/12/08/02/ apple_wants_to_wipe_google_off_the_map_with_ios_6.html 61"