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Webinar: Can Google+ Help Enterprise Brands?


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Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social. …

Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social.

Google's Blake Landro and Jamie Herther offered exclusive insider advice on the opportunities to use Google+ at scale. Leading social practitioners from Groupon and Intel, Ray Popp and Hank Lea, shared reactions, discussing relevant use cases and offering feedback; the Google+ team then provided real-time answers and suggestions.

Watch the full webinar here:

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  • 1. Google Confidential and Proprietary 11Google Confidential and ProprietaryGoogle Confidential and Proprietary#SocialAtScale
  • 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2#SocialAtScale#SocialAtScaleWEBINAR: Can Google+ Help Enterprise Brands?
  • 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3#SocialAtScaleGuest SpeakersModeratorsHank LeaWeb Marketing Specialist, Intel CorporationRay PoppHead of Content & Social Media, GrouponBlake LandroLead Social Strategy & Solutions, GoogleJamie HertherGlobal Social Solutions, Sales Lead, GoogleEsteban ContrerasDirector of Strategy, SprinklrJeremy EpsteinVP of Marketing, Sprinklr
  • 4. Google Confidential and Proprietary 44Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle+ and BrandsThe value of Identity, Relationships & Sharing…across the web
  • 5. Google Confidential and Proprietary 55Google Confidential and Proprietary
  • 6. Google Confidential and Proprietary 66Google Confidential and ProprietaryJun Jul Oct Jan 2012 Apr Jun Sep Jan 2013 MayMarA global community, with growing engagement190MMonthly active users onGoogle+390MTaking social actionsacross Google
  • 7. Google Confidential and Proprietary 77Google Confidential and ProprietaryIdentityRelationshipsSharing and Recommendations
  • 8. Google Confidential and Proprietary 88Google Confidential and ProprietarySearch Video Mobile Display Offers Local+People +Relationships +Sharing +RecommendationsGoogle+ aims to make all of your Google experiences better
  • 9. Google Confidential and Proprietary 99Google Confidential and ProprietaryHow is Google+ creating value for businesses?DeeperengagementMeasurableimpactBetterDiscoveryMarketingperformanceacross the web
  • 10. Google Confidential and Proprietary 1010Google Confidential and ProprietarySocially inspiredbrand awarenessBetterDiscovery
  • 11. Google Confidential and Proprietary 1111Google Confidential and ProprietaryGoogle+ enables brand discoverabilityGoogle+ Posts in SearchYour followers may see content you’ve posted on yourPage when it’s relevant to their search termsSurfacing your Google+ PageUsers can click through to your Page, right fromthe search results pageReal-time contentIf you post frequently onGoogle+, users may seeyour most recent post rightin searchBetterDiscovery
  • 12. Google Confidential and Proprietary 1212Google Confidential and ProprietaryBetterDiscovery
  • 13. Google Confidential and Proprietary 1313Google Confidential and ProprietarySurfacing Google+ posts on the go, exactly when you need it
  • 14. Google Confidential and Proprietary 1414Google Confidential and ProprietaryBetterDiscoverySharing videos in Google+, drives social discovery in YouTube
  • 15. Google Confidential and Proprietary 1515Google Confidential and ProprietaryDeeperengagement A new breed of brandengagement
  • 16. Google Confidential and Proprietary 1616Google Confidential and ProprietaryTopshop leverages Google+ to transform the fashion showProgram included HOAs featuring the Topshop Model Cam, backstage events &interviews with models & designers, and a special G+ photo booth at the flagship store- 7,500 live views of the red carpethangout- 4M video views across platforms(social and owned)- 300K new Google+ followers in 2weeks- G+ posts viewed 400K times- 600+ animated photos from G+ photobooth at Topshop’s flagship storeResults
  • 17. Google Confidential and Proprietary 1717Google Confidential and ProprietaryHangout Applications let brands customize any experienceto be more socialDeeperEngagementToyota Collaborator Hangout App:• Build your dream car with your friends• Go on a test drive• Ask a Toyota salesman questionsPenguin Storytime Hangout App:• Read a bedtime story with your kidsregardless of where you are• Act out the story together live• Use your webcam to become thecharacters
  • 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Communities: Connecting people around passionsCadbury’s first Google+ community attracts 20,000 fans in less thanthree monthsGoals• Build a network around cakes and baking• Drive deep engagement through recipesApproach• Launched inaugural community• Obtained valuable user-generated content• Cross-promoted community in main G+ page• Posted links on other social networks to recipesResults• One of the top 100 communities on G+• Over 20,000 members• Over 2,500 recipes posted• 20 interactions per post on averageClientlogoScreenshotDeeperEngagement
  • 19. Google Confidential and Proprietary 1919Google Confidential and ProprietaryGoogle Confidential and Proprietary
  • 20. Google Confidential and Proprietary 2020Google Confidential and ProprietaryAds are getting morerelevant, and performingbetterMarketingperformanceacross the web
  • 21. Google Confidential and Proprietary 2121Google Confidential and ProprietaryBy upgrading to enhanced campaigns and managing an active Google+Page, social recommendations will automatically surface when relevantSource: Google Internal DataSocial recommendations can improve ad performance, andare now easier with Enhanced CampaignsAcrossTheWeb5-10%average search ad CTR uplift from socialannotations
  • 22. Google Confidential and Proprietary 2222Google Confidential and Proprietary91%lift in conversion rate fornon- brand auto termswhen social annotationsare present on adsBetter yet, in the Automotive sector, shoppers exposed to theserecommendations may be more likely to convert on-siteSource: Google/Compete Google+ & Auto Industry Study, October 2012.AcrossTheWeb
  • 23. Google Confidential and Proprietary 2323Google Confidential and ProprietaryMeasurableimpactSee the impact of social onyour business objectives
  • 24. Google Confidential and Proprietary 2424Google Confidential and Proprietary20,358 ($113,037.50)Conversions11,003 ($48,762.25)Assisted Social Conversions2,375 ($8,687.00)Last Interaction Social ConversionsSocial Reports in Google Analytics: Tie real dollaramounts to your social marketingMeasurableImpact
  • 25. Google Confidential and Proprietary 2525Google Confidential and ProprietarySocialMeasurabilityG+ Ripples illustrate earned media, surface brand advocates
  • 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Measurethe impact• Review CTRimpact of SocialAnnotations inAdWords• Experiment withsocial reports inGoogle AnalyticsBediscovered• Establish brandidentity with your+page• Add the Google+badge to your site• Post rich contenton a regular basisDriveperformanceacross theweb• Enable socialextensions to drivesearch adperformance• 5-10% lift in CTRwhen socialannotations appear inadsCreate morepersonalengagement• Use Hangouts onAir to broadcast aconversation• Create a HangoutApp to make yourbrand experiencesmore socialMaking the most of Google+
  • 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27#SocialAtScaleSOCIALSTATETHOUGHTS, STATS ANDSTORIES ABOUT THE STATEOF SOCIAL MEDIA IN 2013Esteban ContrerasDirector of Strategy at SprinklrAuthor