As part of the Digital Marketing Today course offered at the Haas School of Business by LinkedIn Top Voice for Marketing and Social Media, Julian Gamboa, students are required to look at a company's social media efforts and suggest better strategies. CREDITS Client: Google Project Director: Julian Gamboa Project Manager: Samantha Yen Project Team: Rahun Rangnekar, Angela Escobedo, Berklee Welsh, Julie Tran

1. Project Manager: Samantha Yen
Project Lead: Rahul Rangnekar
Angela Escobedo
Berklee Welsh
Julie Tran

2. Background | Statistics | Campaigns | Takeaways
How can Google create
more innovative ways to
engage their audiences
on the digital end?
Case Premise

3. To organize the world’s information and make it universally accessible and useful
Mission Statement
Background | Statistics | Campaigns | Takeaways

4. Statistics
Background | Statistics | Campaigns | Takeaways
Followers: 21.2M 16.4M 2.9M
--
Growth
Ratio:
0.002% --
Posts per
week:
2-35-6 14-16

5. Campaign 1
Old But Gold
Background | Statistics | Campaigns | Takeaways
Objective: Encourage usage of Google PhotoScan
Scope:
• Emphasize ability of application to easily scan
and store old photos in Google Photos
• Tag scanned & uploaded photos with hashtags:
• #LadiesOfThe80s
• #AwkwardFamilyPhoto
• #CringeworthyHairstyles
Applications: Facebook, Twitter, and Instagram
Feature: Most popular photos are showcased on
Google’s social media platforms

6. Background | Statistics | Campaigns | Takeaways
Campaign 2
Hometown Trips
Objective: Promote utilization of Google Trips
Scope:
• Advertise app functionality to quickly and
thoroughly plan entire vacation on smartphone
• Users create start-to-end 3-day Trip of
hometown
• #HometownTrips
Applications: Facebook and Twitter
Feature:
• Google Trips team picks best overall Trips
• Winners take Trip submitted by any other winner,
courtesy of Google
• Quality submissions featured within application

7. Background | Statistics | Campaigns | Takeaways
Campaign 3
Product Showcase
Objective: Raise awareness of applications
Scope:
• Advertise application suites best geared and
most likely to be used by several user groups
• Users create blog posts, articles, photos, reviews
• #ForTheGoogler
Applications: Facebook and Twitter (product) pages
Feature:
• Application suite teams & follower voting
pick winners
• Most creative uses of application suite featured
on Google social media platforms
Millennial
Student
Businessperson
Adventurer

8. Background | Statistics | Campaigns | Takeaways
Implementation Timeline
Old But Gold
Hometown
Trips
Product
Showcase
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun
• One application suite
every two weeks
• First week is educational
campaign of suite
• Second week is featured
user generated content
on social media
• One hashtag per month
• User generated content
featured at end of
each week
• Featured content
determined by
impressions
• Two-month campaign
• Winners & best Trips
determined at end of
two-month period
• Winners flown out
dependent on schedule
& flight availability

9. Background | Statistics | Campaigns | Takeaways
Key Takeaways
• Emphasize new products/applications that will encourage users to rethink how they perceive Google
• Focus on product education and customer engagement with variety of applications
• Execute engaging, inspiring, and accessible campaigns for user-generated content
• Feature user-generated content throughout social media platforms -- give users a voice

10. --Thank You--