Scott Monty

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

Scott Monty

by Social Fresh

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Scott Monty Presentation Transcript

Scott Monty

by Social Fresh

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Scott Monty Presentation Transcript

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