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The Performics / ZenithOptimedia view on Google Plus - the technology, the numbers, the implications for Search and the opportunities for brands.

The Performics / ZenithOptimedia view on Google Plus - the technology, the numbers, the implications for Search and the opportunities for brands.

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Google+ by Performics / ZenithOptimedia Google+ by Performics / ZenithOptimedia Presentation Transcript

  • Google+
    27th July 2011
  • Google has a huge array of products across Paid, Owned and Earned…
  • Owned
    Earned
    Paid
  • ...but historically, integration between products has been loose and variable.
  • Google+ is an integrated social network.
  • Itcontains new products and connects
    all of Google’s existing products
    using a social layer.
  • It is the culmination of a year-long project led by Vic Gundotra,
    Google’s senior vice president of social
    and has been called
    Google’s answer to Facebook.
  • Google are taking Google+ seriously
  • Google+ hit 20m users inside 3 weeks
  • Smooth web experience from the beginning
    Google’s server infrastructure has prevented downtime, growing pains and fail whales!
  • Number one in the App store, but reviews are mixed
  • 6keyGoogle+ products
  • Sparks
    Hangouts
    Circles
    And the whole setup is aligned and integrated with Google’s other key products.
    Photos
    Profile
    Huddle
  • +1 button sharescontent into Google+ and alsopersonalisesSearch Engine results pages.
    In time +1 will be factored in Paid Search Quality Score too.
  • Google+ features vsFacebookvsTwitter
  • WHAT IT MEANS FOR ADVERTISERS
  • Businessopportunities(Q4 2011)
  • Profile Pages (optimized for businesses).
    Branded Hangouts with Customers (or partners).
    Content Distribution.
    Applications.
    Customer Service.
    Collaboration.
    Research & Data.
  • Natural Search becomes social and personalised…
  • “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).”
  • ...and Paid Search will be affectedtoo once social data factored into Quality Score.
  • Google+ will provide data for display ad targeting
  • Google may use my information to personalize
    content and ads on non-Google websites.
    ?
    More social data for targeting = more ad revenue.
  • Google Checkout alongside Google+ could become the killersocial /mobile payment solution
  • Provides a mobile-optimised web store to brands who had not previously had the money to develop one.
    Allows Google to make money from advertising AND sales, advertisers and merchants.
  • Superior social network analytics allows targeted outreachby brands.
  • Average demographics of users in circles /hangouts.
    Most common sparks /interests from profile data.
    Identifies groups of users who are closely linked and all linked with your brand.
  • Social data like +1 visible alongside engagement metrics like bounce rate, time on site etc.
    +1 or +100?
    Understand which users are influencers with large voice.
    Your Brand
  • Advertiser Circles could allow easy segmentationof fan bases +great CRM potential
  • People who’ve
    mentioned
    1034
    Super fans
    58
    Detractors
    13
  • HURDLES TO OVERCOME
  • Google+ is still small…
  • …it has to get people to switch as well as join.
  • Facebookare not making it easy
  • Facebook are not making it easy
  • Issues around t’s&c’s and privacy?
  • “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.”
  • WILL IT WORK?
  • Will It Be Successful? An Expert’s take
  • “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.”
    Jeremiah Owyang
     ”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.”
    Fred Wilson
    “Your mom won’t use Google+.”
    Robert Scoble
    “…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.”
    Mark Zuckerberg
    “Decided to forward http://kevinrose.com to my Google+.
    G+ gives me more (real-time) feedback and engagement than my blog ever did.”
    Kevin Rose
  • FUTURE
  • What is the Future of Google+?5 Predictions:
  • 1
    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).
  • 2
    Google+ could become the premiere platform for applications for the Web and mobile.
  • 3
    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).
  • 4
    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.
  • 5
    Google+ will look, feel and be used completely differently 5 years from now.
  • What Should Your brand do now?
  • Register as a user and test the experience
    Request notification for when business pages become available
    Be prepared and stay updated
    Your
    Brand
  • FOR MORE INFORMATION:
    Follow us on Twitter:
    http://twitter.com/zenithoptimedia
    http://twitter.com/performics
    Join us on Facebook :
    http://www.facebook.com/zenithoptimedia
    http://www.facebook.com/performics