Google+ Plus Brand Page Strategy


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Google+ Plus Brand Page Strategy

  1. 1. Google+ Build your Business Presence
  2. 2. Google+ Brand Page Overview
  3. 3. Important Features of Google+ Circles Photo/Video Share Brand Page Sparks Hangout
  4. 4. Use Circles to Segment Your Messages Potential Customers Brand Page Product 3 Customers Customer Service Product 1 Product 2
  5. 5. Use Hangouts of live engagement with followers <ul><li>Anyone in a Google+ hangout session is free to invite people from their own Circles to the chat </li></ul><ul><li>Google+ helpfully logs everyone who “hung out” with you in your stream. </li></ul>Desktop / Laptop Mobile
  6. 6. Google+ Ripples <ul><li>Number of public and total re-shares </li></ul><ul><li>Names of each follower that re-shared your post </li></ul><ul><li>Number of direct public re-shares from each follower </li></ul><ul><li>Names with links, comments and relative time of most recent followers with re-shares </li></ul><ul><li>A timeline to show the progression of the shares. </li></ul>
  7. 7. Google+ Business Page Layout
  8. 8. Start Streaming – Share with Customers
  9. 9. Google+ Pepsi Brand Page
  10. 10. Google+ Toyota Brand Page
  11. 11. Strategy Your Brand Page
  12. 12. Strategy Overview <ul><li>Six steps to help jumpstart your brand presence on Google+ and </li></ul><ul><li>what you should consider in communicating and engaging followers specifically in the Google+ environment. </li></ul><ul><li>Drive Followers to Your Brand Page </li></ul><ul><li>Segment Followers with Circles </li></ul><ul><li>Understand Your Followers on Google+ </li></ul><ul><li>Differentiate Your Brand Page </li></ul><ul><li>Effectively Use Google+ Features to Engage </li></ul><ul><li>Analyze and Adjust Google+ Strategy </li></ul>
  13. 13. Drive Followers to Your Brand Page <ul><li>Place a Google+ Badge on your website that redirects users to your Page. </li></ul><ul><li>Direct Connect is an interesting search tie-in that enables users to automatically add brands to their Circles by adding a “+” before a brand name in their Google search query. We can say “Search for +BrandName Jobs on Google” in an ad and the action will take users directly to the brand’s Google+ Page and prompt them to add it to their Circles. </li></ul><ul><li>Leverage existing best practices for increasing Page Likes on Facebook and Follows on Twitter and apply them here. </li></ul><ul><li>There are currently two call to action for your potential followers, have them ‘circle’ your brand page to their circles and +1 your page. </li></ul><ul><li>Use advertising and media to drive traffic directly to your Page. </li></ul>
  14. 14. Segment Followers with Circles <ul><li>Google+ Pages does not currently support geo-targeting, effective Circle management is crucial to connecting with Followers and driving engagement effectively. </li></ul><ul><li>Google Plus makes it pretty easy to sort followers into groups through Circles and send targeted, relevant messages to these smaller potential customers or existing customers. </li></ul><ul><li>A Broad strategy for circles is to have separate Potential Customers, Customers, and Products circles. This way we can target specific group of people with highly targeted messages thereby maximizing effective usage of Circles. We can further segment them by product affinity, preferences, likeliness to influence others, or even history of engagement. </li></ul>
  15. 15. Understand Your Followers on Google+ <ul><li>You should not assume that your Facebook Fans and your Google+ Followers are the same. Asking right questions will help us identify your Google+ Audience </li></ul><ul><li>Are your customers on Google+? </li></ul><ul><li>Which of them are actively using Google+? </li></ul><ul><li>What type of content resonates with them and drives +1s or comments? </li></ul><ul><li>And what content encourages Shares that spread brand awareness and drive follower growth? </li></ul>
  16. 16. Differentiate Your Brand Page <ul><li>Post a variety of content. Make use of Google+’s rich display of photos and videos. Google+ displays media in follower’s streams more prominently and pleasingly than Facebook, so it’s a big “plus” here to call attention to our posts. </li></ul><ul><li>In Facebook users might upload entire images in album but in Google+ people usually share individual pictures. Google+ is built for sharing images easily, so there is opportunity to take advantage of it. Burberry is using lots of individual pictures on its page effective with thousands of followers </li></ul>
  17. 17. Effectively Use Google+ Features to Engage <ul><li>Google’s +1 button can be placed on homepage and product pages of your website. Each time a user +1s your content, the action creates a personal recommendation for your brand that appears in the user’s stream and is shared with his Circles. </li></ul><ul><li>Hangouts give brands a very cool opportunity to connect directly with customers in a video chat environment. We can have Q&A sessions, session on product launches and customer service calls with a real, live person on the other side of the camera. </li></ul>
  18. 18. Analyze and Adjust Google+ Strategy <ul><li>Things to look for: </li></ul><ul><ul><li>Time of day that most re-shares occur </li></ul></ul><ul><ul><li>Time of day that your biggest re-sharers repost. For example, if we were to look at several ripples and see that +Someone to post or repost around the same time each day, we could almost figure out the best times to get him to re-share stuff he likes (assuming he's following your brand page). </li></ul></ul><ul><li>How influential is your topic: </li></ul><ul><ul><li>to which followers? </li></ul></ul><ul><ul><li>at what time of day? </li></ul></ul><ul><ul><li>to how many people? </li></ul></ul><ul><li>Do re-sharers comments make a difference? Take a look at the right side and see if they added their own comments to the re-share or did the post stand on its own. </li></ul><ul><li>Were most of your re-shares a result of a direct share from you or from re-shares from other people? </li></ul><ul><li>Regularly share fresh content, react and respond to fans, be engaging, and optimize for lead generation. Then measure, adapt strategy, and optimize presence based on individual results and goals. </li></ul>
  19. 19. Thank You Follow Me at Google+: