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Google+ Overview For Brands & Marketers

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An overview on Google+ for brands, marketers and businesses. It includes an overview of the platform, how it works, specifics on the features, what it means for business/marketers, and a look into the future.

Tweet me at @thedancho if you'd like a copy.

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Google+ Overview For Brands & Marketers

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  2. 2. GOOGLE+ VISION<br />“<br />Today, the connections between people increasingly happen online. Yet the subtlety and substance of real-world interactions are lost in the rigidness of online tools. <br />In this basic, human way, online sharing is awkward. Even broken. And we aim to fix it. <br />We’d like to bring the nuance and richness of real-life sharing to software. And so begins the Google+ project<br />“<br />Vic Gundotra, Senior Vice President, Engineering<br />
  3. 3. Contents:<br />What is Google+?<br />How does it work?<br />Who is the Google+ Audience?<br />What are the benefits for users?<br />How does it compare to Facebook and Twitter?<br />How can businesses use It?<br />What is the marketing approach?<br />What is the future for Google+?<br />
  4. 4. What Is Google+?<br />Google+ is an integrated social network that connects all of Google’s products using a social layer.<br />It is the culmination of a year-long project led by Vic Gundotra, Google’s senior vice president of social and has been pegged as their answer to Facebook.<br />
  5. 5. 6 Things You Need to Know About Google+<br />All Google accounts will be converted to + <br />Business pages will be available<br />Select group of brands for Beta stage<br />All profiles will be public<br />Integrated across all Google products<br />Was inspired by Facebook’s failures<br />
  6. 6. Features & Functions<br />The Black Bar: new navigation bar at the top of the browser that follows the user across the different Google products. Also known as the notification bar.<br />
  7. 7. Features & Functions<br />Profiles:<br />user profile page that includes About section and tabs to different sections (very similar to Facebook profiles).<br />Stream/Home:<br />the newsfeed that displays updates from you and your connections<br />
  8. 8. Features & Functions<br />Circles:<br />groups of people that you’re connected with that can be organized around any topic (i.e. co-workers, family, etc.)<br />Hangouts:<br />group video chats that allows up to 10 different webcams to by synced at once<br />
  9. 9. Features & Functions<br />Sparks:<br />an RSS reader style feed that provides you news updates based on topics you select<br />Photos:<br />a stream of all the photos added by you and your connections. It can be directly linked to your mobile phone.<br />
  10. 10. Features & Functions<br />+1 Button:<br />a feedback system that allows you to share content by clicking (i.e. “Like” button).<br />Mobile:<br />available as an Android app (or mobile Web) and syncs with a phone’s GPS, camera, and messaging to make it easy to share with your Circles.<br />
  11. 11. How Does It Work?<br />The goal is to make connecting with people on the Web more like connecting with them in the real world.<br />Content is Discussed<br />Content is Discovered<br />Content is Shared<br />
  12. 12. Who Is The Google+ Audience?<br />Top users are early adopters and tech enthusiasts (i.e. Robert Scoble).<br />Developers<br />Initial reports suggest about 10 million total users (as of 7.12.11)<br />Business Audience<br />Mainstream Audience<br />Profiles will evolve in a way to allow businesses to build profiles and interact with the public.<br />Brands<br /> Marketers<br />Profiles designed specifically for businesses including everything from small businesses to individual contractors up to the largest brand names in the world. <br />
  13. 13. What Are the Benefits for Users?<br /> Circles allows users to control privacy in a way that is clear and organized around shared interests.<br />
  14. 14. What Are the Benefits for Users?<br /> Integration with Gmail will improve the service, reducing spam and bringing more relevant content to users<br /> All Google products are expected to be enhanced with a new social layer.<br />
  15. 15. What Are the Benefits for Users?<br /> Integration with Google Music, Picasa and YouTube will make it an ultimate entertainment platform.<br /> Content can be discovered, shared and discussed in a single environment.<br />
  16. 16. What Are the Benefits for Users?<br /> The more inviting “hanging out” notification reduces awkward social friction that comes with social networking.<br />
  17. 17. What Are the Benefits for Users?<br /> The Instant Upload feature will send content directly from your phone to your profile.<br />
  18. 18. What Are the Benefits for Users?<br /> Sparks will suggest content you might like based on your profile.<br />
  19. 19. Google+ vs. Facebook vs. Twitter<br />
  20. 20. How Will Businesses Be Able To Use It?<br />Profile Pages (optimized for businesses)<br />Branded Hangouts with Customers (or partners)<br />Content Distribution<br />SEO<br />Applications<br />Customer Service<br />Collaboration<br />Research & Data<br />
  21. 21. What Is the Recommended Marketing Approach?<br /> Google+ can make online relationships with brands more natural by mimicking real-world social interactions.<br /> A strong overall social media strategy will make it easy to plug-in and adapt directly to Google+.<br />
  22. 22. What Is the Recommended Marketing Approach?<br /> Initial features such as “Hang Outs” suggest a personal and human approach will be encouraged. Customer service could be the killer app for brands.<br /> Google Circles suggest a segmented and customized approach. Rumors speculate that brand Circles could be based on types of content.<br />
  23. 23. What Is the Recommended Marketing Approach?<br />An integrated marketing approach is a must. Google touches many segments including Search, Video (YouTube), Mobile (Android), Advertising (AdWords), etc.<br /> Don’t forget the +1 button. Proper integration into your other owned media will improve your Google+ approach.<br />
  24. 24. What is the Future of Google+?5 Predictions:<br />1)<br />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).<br />2)<br />Google+ could become the premiere platform for applications for the Web and mobile.<br />3)<br />Google+ will hurt traditional Web properties such as Yahoo and Microsoft more than social companies with the increased adoption of Google’s other products (i.e. Documents, Search).<br />4)<br />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. <br />5)<br />Google+ willlook, feel and be used completely differently 5 years from now.<br />
  25. 25. Will It Be Successful? An Expert’s take.<br />“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.”<br />- Jeremiah Owyang<br />“…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.”<br />- Mark Zuckerberg<br />“Decided to forward http://kevinrose.com to my Google+. G+ gives me more (real-time) feedback and engagement than my blog ever did.”<br />- Kevin Rose<br /> ”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.”<br />- Fred Wilson<br />“Your mom won’t use Google+.”<br />- Robert Scoble<br />
  26. 26. Next Steps<br />Get a G+ invite and explore<br />Distribute this POV to your colleagues and other stakeholders in your company<br />Fill out the Google+ Entity Profile Application<br />Reach out to Moxie to engage with Google and for more information on how to participate. <br />

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