What is Google+ and why should we care? (2013 edition)


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Google+ continues to evolve as both a social network and social layer for Google's entire product suite. This presentation charts the history of Google, how Google+ fits, and what you can expect to see in the future.
The other Google products featured in this presentation include Google Maps, Google Local, Google Chrome, Android, Gmail and YouTube.

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What is Google+ and why should we care? (2013 edition)

  1. 1. What is Google+ (and why should we care)? The 2013 edition Prepared by: Adam Vincenzini October 2013 Title of Presentation
  2. 2. 6 September 2013 2 Outline 1. Presentation focus 2. Some general principles 3. A quick history lesson 4. What is Google+ (and why should we care)? 5. Final thoughts
  3. 3. 6 September 2013 3 Today’s focus
  4. 4. 6 September 2013 4 The focus of today’s presentation Better understand the role Google+ plays within the Google product suite and why businesses should care.
  5. 5. 6 September 2013 5 General principles
  6. 6. 6 September 2013 6 Content Community Conversations Making social media work In order for content marketing and social media to work, all three of these areas must work in unison.
  7. 7. 6 September 2013 7 Guiding principles – a model Be useful and / or entertaining Add value Be timely Be human By adding consistent and genuine value, people are more likely to follow, trust, consider and recommend you.
  8. 8. 6 September 2013 8 A quick history lesson…
  9. 9. 6 September 2013 9 Understanding the origins of Google+ Structure From search, to blogs, to videos...
  10. 10. 6 September 2013 10 Understanding the origins of Google+ Structure ...Android, to Google Buzz, to +1’s...
  11. 11. 6 September 2013 11 Understanding the origins of Google+ Structure ...G+ Pages, to Communities, and upgrades.
  12. 12. 6 September 2013 12 What does it all mean? Google is moving away from being a search engine, powered by an algorithm, towards being a recommendations engine, powered by real people.
  13. 13. 6 September 2013 13 Why are they making this move? Behaviour Technology Privacy Revenue Google, like any business, is driven by revenue. In order to maximise revenue, adapting to user behaviour, technology and privacy concerns are critical.
  14. 14. 6 September 2013 14 What is Google+ (and why should we care)?
  15. 15. 6 September 2013 15 It is Google’s… ...social layer and social network / destination. “Places where Google+ adds value to my broader Google experience..” “A place I go to interact, connect, stay informed..”
  16. 16. 6 September 2013 16 Another way of looking at it… Google+ is Google’s social spine Image via techcrunch.com
  17. 17. 6 September 2013 17 As a social network… The Google+ features portfolio look similar to that of Facebook (or Twitter), but the user profile and network DNA are quite different. Key Features
  18. 18. 6 September 2013 18 Niche Mass Technophobe Tech-Savvy *Source: Flowtown.com DNA Comparison - User ?
  19. 19. 6 September 2013 19 Broadcast Dialogue Lifestyle Professional DNA Comparison - Style ?
  20. 20. 6 September 2013 20 Unique Google+ features The ‘circles’ feature helps you organise your community, making it easier to share the right content with them. e.g A VIP Customers Circle
  21. 21. 6 September 2013 21 Unique Google+ features The ‘communities’ feature gives you a chance to engage with people who have similar passions to you. e.g passionate about baking
  22. 22. 6 September 2013 22 Unique Google+ features The ‘hangouts’ feature is a group online video chat function which can be extended to be shown live, recorded and published on YouTube and more.
  23. 23. 6 September 2013 23 As a social network / destination
  24. 24. 6 September 2013 24 As a social network… Posts Followers (circles) Following (circles)
  25. 25. 6 September 2013 25 As a social network… Community +1 and share Hashtags Faces
  26. 26. 6 September 2013 26 As a social network… Recipes Promotions Products Cadbury adopts a very familiar social media approach, basing output around three primary content themes / buckets.
  27. 27. 6 September 2013 27 As a social network… The key takeouts about Google+ as a social network are: •The basic content, community and conversations principles still apply •While some features are genuinely different from the other networks out there, the ‘social network’ element of Google+ isn’t mind-blowing But, the way it integrates with the rest of Google’s products is where it gets interesting
  28. 28. 6 September 2013 28 As a social layer for the Google product suite
  29. 29. 6 September 2013 29 Google+ in search . Google is trying harder than ever before to keep users within Google (as opposed to sending people to 3rd party sites without paying for it). Integrating your Google+ profiles gives you the chance to capture that user. Side panel results Follow from side panel result Latest G+ posts
  30. 30. 6 September 2013 30 Google+ in search Here’s another example which helps people show how many other people follow that business on Google+ (which normally encourages them to like it too).
  31. 31. 6 September 2013 31 Google+ AdWords… Follows (and +1’s) aim to encourage greater interaction with paid search results. They attempt to be a social ‘endorsement’. This element of the Google+ social layer is very linked to the Company’s desire to increase revenue from paid search.
  32. 32. 6 September 2013 32 Google and the +1 button The +1 button serves two purposes which ‘endorses’ the page by a human. Google wants content to succeed because people like it, not because a smart SEO operator has jammed it with the right keywords..
  33. 33. 6 September 2013 33 Google+ Places / Local It could be argued, that Google+ is vital for businesses who have a physical location (e.g. restaurants) as reviews and Google+ page links can appear in search results if linked.
  34. 34. 6 September 2013 34 Google+ and YouTube You now need to have a Google+ account to comment on YouTube videos. Expect more and more integration like this.
  35. 35. 6 September 2013 35 As a social layer… The key takeouts about Google+ as a social layer are: •Google has recognised a people-powered web works to their advantage (to a degree) •It is using it’s considerable footprint to ‘force’ people onto Google+ and will continue to find ways to make it relevant But, ultimately, business success on Google+ isn’t just down to the activity that takes on the physical (virtual) network
  36. 36. 6 September 2013 36 Final thoughts
  37. 37. 6 September 2013 37 Final thoughts • Google+ is both a social networks / destination and Google’s social layer • Being active on Google+ is very dependent on the size, scale and other marketing activity of your business • If you have a physical location, Google+ is probably more suited than if you don’t, due to the Google Places / Local integration • Google will continue to find ways to make Google+ something that will be difficult to ignore
  38. 38. 6 September 2013 38 About Kamber
  39. 39. 6 September 2013 39 Kamber is a specialist content marketing and social media consultancy. We help clients get the most out of their digital footprint by planning, producing, publishing and promoting content people crave. Kamber.com.au
  40. 40. 6 September 2013 40 We get the balance right To be successful in the modern media landscape, you must get the balance right between “always on” and campaign activity. We help with both. “Always on” Creative campaigns Kamber.com.au
  41. 41. 6 September 2013 41 We follow a proven approach This process allows for continual improvement and optimization. Kamber.com.au
  42. 42. 6 September 2013 42 Our resulting areas of focus Strategy and advice Digital content and asset production Social media conversations Distribution and visibility tools Monitoring and analytics Training and mentoring Kamber.com.au
  43. 43. 6 September 2013 43 Adam Vincenzini Managing Partner Kamber M: +61 428 342 323 E: adam@kamber.com.au Kamber.com.au Twitter.com/KamberCo Facebook.com/KamberCo
  44. 44. 6 September 2013 44 Presentation credits Kamber.com.au A number of sources were reviewed and referenced as part of this presentation, including: • MartinShervington.com • Google+ for Business • Google for Places • Google.com/history • TechCrunch.com All images were original screen grabs unless otherwise specified.