A Guide to Google +


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Google describes the service as connecting social, communication and people which is designed to build your website’s ability to rank higher on search. Here we show you how to increase your SEO with Google+.

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A Guide to Google +

  1. 1. What is Google+? Google Confidential and Proprietary 1
  2. 2. Google+ aims to make all of your Google experiences better Search +People Video Mobile +Relationships Display +Sharing Offers Local +Recommendations Google Confidential and Proprietary 2
  3. 3. Google+ aims to make all of your Google experiences better by adding identity, relationships and sharing to all of Google’s products. Google Confidential and Proprietary 3
  4. 4. Searching for your next winter getaway Google Confidential and Proprietary 4
  5. 5. Using Google Maps to plan your route Google Confidential and Proprietary 5
  6. 6. Finding the best restaurant for dinner Google Confidential and Proprietary 6
  7. 7. Are people really using Google+? Google Confidential and Proprietary 7
  8. 8. A global community, with growing engagement 500M 400M 500M 135M 250M 170M Google+ Users 30 day stream actives Taking social actions across Google 90M 40M 0 June 10M July 235M Spending 12 min/day in the stream on average October January 2012 April June September December Google Confidential and Proprietary 8
  9. 9. Why is it important for my business to be on Google+? Google Confidential and Proprietary 9
  10. 10. How is Google+ creating value for businesses? Better Discovery SEO benefits across search, mobile and YouTube Deeper engagement Hangouts, Communities and Sign-in Marketing performance across the web Integration of social recommendations across paid ads Measurable impact Google Analytics, Insights and Ripples Google Confidential and Proprietary 10
  11. 11. Better Discovery Socially inspired brand awareness Google Confidential and Proprietary 11
  12. 12. Better Visibility Google+ enables brand discovery in search Verified G+ pages can appear on the right hand side of Google.com search results Surfacing your Google+ Page Users can click through to your Page, right from the search results page Relevant Google+ Posts are surfaced Your followers may see content you’ve posted on your Page when it’s relevant to their search terms Real-time content appears If you post frequently on Google+, users may see your most recent post right in search Google Confidential and Proprietary 12
  13. 13. Better Visibility Surfacing Google+ posts on the go, exactly when you need it Google Confidential and Proprietary 13
  14. 14. Deeper engagement A new breed of brand engagement Google Confidential and Proprietary 14
  15. 15. Deeper Engagement Hangouts: More meaningful conversations with your customers Google Confidential and Proprietary 15
  16. 16. Deeper Engagement Hangout Applications: Customize any brand experience to be more social Google Confidential and Proprietary 16
  17. 17. Deeper Engagement Communities: Connecting people around passions Brands and people come together and have rich conversations around shared interests Google Confidential and Proprietary 17
  18. 18. Google+ Sign In: Delivering value beyond Google properties Value for users: •  Simple and secure sign-in •  Works across devices •  Selective, non-spammy sharing Google Confidential and Proprietary 18
  19. 19. Google+ Sign-In Value for Marketers Better Discovery Deeper engagement Relevant Reach Measurable performance Drive Android installs Get more signedin users Grow your audience when users pull friends to your app Measure Sign-In activity Customize your app Optimize engagement Google Confidential and Proprietary 19
  20. 20. One-click Android installs when a user signs in to your site Google Confidential and Proprietary 20
  21. 21. Marketing performance across the web Ads are getting more relevant, and performing better Google Confidential and Proprietary 21
  22. 22. Across The Web Recommendations in search are driving increased ad performance avg. search ad CTR uplift from social annotations Google Confidential and Proprietary 22
  23. 23. Across The Web Better yet, in the Automotive sector, shoppers exposed to these recommendations are more likely to convert on-site 91% lift in conversion rate for non- brand auto terms when social annotations are present on ads Source: Google/Compete Google+ & Auto Industry Study, October 2012. Google Confidential and Proprietary 23
  24. 24. Measurable impact See the impact of social on your business objectives Google Confidential and Proprietary 24
  25. 25. Measurable Impact Social Reports in Google Analytics: Tie real dollar amounts to your social marketing 20,358 ($113,037.50) Conversions 11,003 ($48,762.25) Assisted Social Conversions 2,375 ($8,687.00) Last Interaction Social Conversions Google Confidential and Proprietary 25
  26. 26. Social Measurability G+ Ripples illustrate earned media, surface brand advocates Google Confidential and Proprietary 26
  27. 27. How do I get started? Google Confidential and Proprietary 27
  29. 29. Create a Google+ page Establish your brand identity across Google Create a page from your personal profile Add your website, contact info and business hours to the About section Customize your page with a profile and cover photo Google Confidential and Proprietary 29
  30. 30. Verify your page Ensure your official identity across Google Brands must be verified in order to surface content in Google search, enable social extensions and claim a custom URL. How to verify a +page: •  Internal: go/+verify •  External: http://support.google.com/plus/bin/request.py? hl=en&contact_type=page_verification&rd=1 Google Confidential and Proprietary 30
  31. 31. Enable social extensions within AdWords Integrate social recommendations to ads to improve marketing performance Annotations increase avg. click through rate by 5–10% Step 1 Step 2 Step 3 Step 4 Click the ad extensions tab Choose “social extension” from the view dropdown Click “+ new extension Paste the url from your Google+ page and save Sources: Google internal data Google Confidential and Proprietary 31
  32. 32. Claim your custom URL Enable simple navigation to your +Page and integrate across initiatives In order to be eligible a page must be verified, have a complete profile (profile photo, cover photo, about section), be a frequent poster and have a meaningful following. How to claim a custom URL: •  Internal: go/customURL •  External: A custom URL will appear within a page’s account to claim once the page has been actively posting and grown followers to a sufficient number Google Confidential and Proprietary 32
  33. 33. Assign page managers Invite additional people to manage your +page There is a limit of 50 managers per page, and an individual can manage up to 50 pages. How to add a manager to your page: •  Click the drop down menu in the upper right of your page and select Settings •  Click ‘managers’ at the top of the page •  Enter the email address for the person you want to invite to be a manager and click ‘invite’ Google Confidential and Proprietary 33
  34. 34. What should I post on Google+? How is it different? Google Confidential and Proprietary 34
  35. 35. Photo and video posts are the most engaging Include personalization, such as text commentary, within the post Google Confidential and Proprietary 35
  36. 36. Host hangouts and share exclusive content Post at least every 72 hours to enable better visibility on Google.com ChefHangout.com hosts weekly cooking classes with chefs from around the world via Google+ hangouts. Burberry introduces their new Spring/Summer beauty collection via Google+ Google Confidential and Proprietary 36
  37. 37. How do I drive followers? Google Confidential and Proprietary 37
  38. 38. Cross promote your +Page on your website Add the Google+ badge and +1 button to your website Adding the G+ Badge and +1 button is as simple as adding a small snippet of code. Check out how you can implement these plug-ins by visiting https://developers.google.com/+/web Google Confidential and Proprietary 38
  39. 39. Recruit followers right from your own +Page Add a call to action in your profile photo to +1 or follow your page Google Confidential and Proprietary 39
  40. 40. Promote your +Page across your other platforms Integrate Google+ within both your online and offline media Google Confidential and Proprietary 40
  41. 41. How do I build a community? Google Confidential and Proprietary 41
  42. 42. Start your own community based on topics of interest to your customers and brand Google Confidential and Proprietary 42
  43. 43. Client logo Cadbury’s first Google+ community attracts 20,000 fans in less than three months Goals •  Build a network around cakes and baking •  Drive deep engagement through recipes Approach •  Launched inaugural community •  Obtained valuable user-generated content •  Cross-promoted community in main G+ page •  Posted links on other social networks to recipes Screenshot Results •  One of the top 100 communities on G+ •  Over 20,000 members •  Over 2,500 recipes posted •  20 interactions per post on average Google Confidential and Proprietary 43
  44. 44. Join the conversations already happening in existing communities related to your brand Google Confidential and Proprietary 44
  45. 45. Listen to what your customers are saying – about your brand or related topics and issues Google Confidential and Proprietary 45
  46. 46. Map key influencers for your brand or industry Tap into these brand advocates to grow your follower base Google Confidential and Proprietary 46
  47. 47. Partner with brand influencers to create content Create programmatic G+ hangouts or events together Google Confidential and Proprietary 47
  48. 48. How can different areas of my company use Google+? Google Confidential and Proprietary 48
  49. 49. Customer Support: Troubleshoot customer service issues with Google+ Verizon responded to a customer complaint and helped resolve on G+ Google Confidential and Proprietary 49
  50. 50. Human Resources: Recruit new employees via G+ InternMatch hosted a HOA with Facebook, Geico, Saks and Viacom/MTV Google Confidential and Proprietary 50
  51. 51. Sales: Hold face to face conversations with customers on Google+ Colonial Automotive Group holds a hangout to chat about an all-new VW Beetle with an interested customer Google Confidential and Proprietary 51
  52. 52. Who is doing it best? Google Confidential and Proprietary 52
  53. 53. Consumer Packaged Goods Best in class examples by industry Google Confidential and Proprietary 53
  54. 54. Cadbury engages with more than 2.8 million people through Google+ Create •  Used circles to group followers based on •  their chocolate preferences In over 500 posts, Cadbury’s Google+ page has registered impressive metrics: •  Total +1s on posts: 39,759 •  Total shares: 11,243 •  Total comments: 18,182 •  Average comments per post: 34.5 •  Most popular post: 495 comments and 902 reshares Share •  Boosted followers by 150,000 through hangouts Promote •  10,000 new followers per day through the G+ badge •  •  •  implementation 17% uplift in campaigns’ CTR thanks to social extensions Increase of 7.5% of traffic from Google URLs Used Google+ to launch Bubbly bar, achieving 8 £ Sales Cadbury created a replica Google+ page from chocolate and featured this exclusive content during a hangout Google Confidential and Proprietary 54
  55. 55. Starbucks almost doubles followers in under three months to reach 1.1M Build a community •  Grew followers from 690K to 1.1M from December 2012 to March 2013 Engage •  Increased posting to 2-3X per week •  Primarily posts one nice photo w/ •  simple line of text Recent posts all received 500-1K +1’s and 50-100 reshares each Promote •  Implemented social extensions Learn what works •  Simple, repeated magic formula posts •  Authentic, not stock photos •  Offers •  Posts for special occasions •  Cute and reshareable posts create virality Google Confidential and Proprietary 55
  56. 56. Retail Best in class examples by industry Google Confidential and Proprietary 56
  57. 57. Client logo H&M reaches over 2M users with engaging exclusive content Goal •  •  Use social media to focus on inspiration Emphasise role as trend-led and up-to-theminute fashion brand Application •  •  •  •  Supplied a steady stream of interactive content tailored specifically to Google+ Extensively used images and video to bring the clothing and lifestyle to life Ripples functionality helped to identify influencers and trendsetters Social extensions integrated social strategy into search Screenshot Results •  •  On average, 11 reshares, 72 +1’s and 22 comments per post 22% CTR uplift in AdWords thanks to social extensions Google Confidential and Proprietary 57
  58. 58. Client logo Appliances Online forges meaningful connections and makes dramatic gains in search Goals •  Communicate on another level with customers •  Improve click-through rate on search Application •  Added followers through innovative use of circles, cross promotion and ripples •  Engaged users with hangouts and rich media •  Launched social extensions in AdWords Screenshot Results •  33% CTR uplift, 8% CPA decrease and 7% CPC decrease in search with social extensions •  300 new Google+ followers per day thanks to competitions on other social networks where Google+ badge is featured Google Confidential and Proprietary 58
  59. 59. Deeper Engagement Lowe’s Geek Your Home community has over 3,100 members Lowe’s discusses home technology solutions with their customers Google Confidential and Proprietary 59
  60. 60. Technology Best in class examples by industry Google Confidential and Proprietary 60
  61. 61. Intel: Increases their search campaigns CTR by 8-10% Client logo Goal •  To display the power of recommendations that Intel has earned across the web in all their European markets Application •  Intel used social extensions for the first time in Germany and the United Kingdom as part of Screenshot its launch campaign for the new UltrabookTM Results •  8-10% CTR uplift in search thanks to social extensions •  A boost in visitor traffic to its website •  Following the success in search, Intel has now implemented social extensions across all their campaigns Additional Screenshot (if needed) Google Confidential and Proprietary 61
  62. 62. Client logo With Google+ Vodafone Egypt engages customers and boosts AdWords CTRs by 14% Goal •  Interact with community and seek feedback •  Make gains in terms of SEO •  Establish premier social media presence Screenshot Application •  Post photos and insert effects •  Post videos to and from YouTube Results •  “We found that Google+ is a very good opportunity to keep in touch with our users especially as it includes a lot of exclusive features like circles and hangouts.” •  Increased AdWords CTR by 14% thanks to social extensions Additional Screenshot (if needed) Google Confidential and Proprietary 62