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There's a lot more to Google for Social Media than G+

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This deck outlines the offerings Google provides for social media marketers, including organic, earned and paid media. Learn the stats on various Google platforms and how Gmail is the root of all your Google accounts, plus read B2B best practices.

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There's a lot more to Google for Social Media than G+

  1. 1. CnfidentialMarketingXLerator Social Media Marke-ng: The Google Empire Instructor: Natascha Thomson @NaThomson
  2. 2. CnfidentialMarketingXLerator Unit 5 – Google 1.  Demographics 2.  SEO Basics 3.  The Google Empire: –  GMail –  Google Plus –  Google Hangouts –  YouTube –  Groups 4.  Promo-ons & Ads 5.  Measurement –  Google Analy-cs 6.  Best Prac-ces 2
  3. 3. CnfidentialMarketingXLerator 3
  4. 4. CnfidentialMarketingXLerator 4
  5. 5. CnfidentialMarketingXLerator 5
  6. 6. CnfidentialMarketingXLerator 6 Source: CNN, Google Facts & AndroidAuthority: Google Facts.
  7. 7. CnfidentialMarketingXLerator Demographics
  8. 8. CnfidentialMarketingXLerator 8 Fact on Google SEARCH
  9. 9. CnfidentialMarketingXLerator Fun Fact Source: Techno-fica-on.
  10. 10. CnfidentialMarketingXLerator Google+ Demographics
  11. 11. CnfidentialMarketingXLerator 11
  12. 12. CnfidentialMarketingXLerator
  13. 13. CnfidentialMarketingXLerator 13 Sources: Mar-n-Wilbourn Partners, Google, Forbes, Sta-s-c Brain Research Ins-tute, 2015.
  14. 14. CnfidentialMarketingXLerator 14
  15. 15. CnfidentialMarketingXLerator
  16. 16. CnfidentialMarketingXLerator What is the REAL number of Google+ users? 16 Source: Social Media Today: Google+: Worth it or Waste of -me?; 2/2016. Source: SproutSocial: Is Google+ Dead?; 2/2016.
  17. 17. CnfidentialMarketingXLerator 17 Source: Social Media Today: Google+: Worth it or Waste of -me?; 2/2016.
  18. 18. CnfidentialMarketingXLerator 18 Source: Social Media Today: Google+: Worth it or Waste of -me?; 2/2016.
  19. 19. CnfidentialMarketingXLerator YouTube Demographics
  20. 20. CnfidentialMarketingXLerator Global Source: YouTube
  21. 21. CnfidentialMarketingXLerator Global
  22. 22. CnfidentialMarketingXLerator 22
  23. 23. CnfidentialMarketingXLerator SEO 101
  24. 24. CnfidentialMarketingXLerator Q: How to come up high in Google Search? A: Search Engine OpKmizaKon (SEO) 24
  25. 25. CnfidentialMarketingXLerator If your business can’t be found in search, you might as well not exist.
  26. 26. CnfidentialMarketingXLerator SEO “The process of affec.ng the visibility of a website or page in a search engine’s unpaid results.” Source: Wikipedia.org 26
  27. 27. CnfidentialMarketingXLerator Social Media OpKmizaKon (SMO) 27
  28. 28. CnfidentialMarketingXLerator SMO “The use of social media outlets and communi-es to generate publicity to increase the awareness of a product, brand or event.“ Source: Wikipedia.org 28
  29. 29. CnfidentialMarketingXLerator Social Search “Social search” is an evolving term for the way in which search engines factor a user’s social network -- also referred to as social graph -- into how results are displayed aber a search query.” Source: Hubspot 29
  30. 30. CnfidentialMarketingXLerator “In social search, content that has a social connec5on to you in some way is priori5zed. A social connec.on could mean someone you are linked to via Facebook, TwiCer, or any other major social network.” Source: Hubspot 30
  31. 31. CnfidentialMarketingXLerator SERP Search Engine Results Page 31
  32. 32. CnfidentialMarketingXLerator The (Secret) Ever-Changing Google Algorithm 32
  33. 33. CnfidentialMarketingXLerator 33 Picture Source: via Crea.veCommons.org via Flickr.
  34. 34. CnfidentialMarketingXLerator There are over 200 factors Google considers in search rankings Make Your Site Easy to Crawl by Search Engines •  Design, content & formaeng mafer 34 Source: Hubspot.
  35. 35. CnfidentialMarketingXLerator Google Algorithm Google also uses mobile-friendliness of a website as a ranking signal, as well as the overall quality of a site. In their algorithm updates, Google has been trying to reward quality of content over aCempts to stuff sites with keywords to game the system. 35
  36. 36. CnfidentialMarketingXLerator 36 hfps://www.hillwebcrea-ons.com/google-algorithm-updates-impact-seo-tac-cs/
  37. 37. CnfidentialMarketingXLerator Take the “Mobile -Friendly” Website Test hfps://www.google.com/webmasters/tools/mobile-friendly/ 37
  38. 38. CnfidentialMarketingXLerator SEO 102: Short vs. Long Tail 38
  39. 39. CnfidentialMarketingXLerator “Long tail” is a visual metaphor for the shape of a distribu-on graph 39 Source: Union Street Media.
  40. 40. CnfidentialMarketingXLerator 40 Source: Union Street Media.
  41. 41. CnfidentialMarketingXLerator “Long tail keywords have a higher overall organic click-through rate at 56% of searches for four-word search phrases. Single word keywords only have a 30% click-through rate. Source: Union Street Media. 41
  42. 42. CnfidentialMarketingXLerator Be Customer-Centric Know Your Target Audience: •  Create Personas (e.g. Decision Maker, Influencer) •  Know what problem each is trying to solve •  An-cipate what they will type into a browser 42
  43. 43. CnfidentialMarketingXLerator “The defini-on of your mission, in which you make crystal clear what the awesomeness of your product, site or blog is, should be central in choosing the long tail keywords you want to rank for.” Marieke van de Rakt, PhD, Yoast 43
  44. 44. CnfidentialMarketingXLerator Social Media “Products”
  45. 45. CnfidentialMarketingXLerator “95% of the U.S. Internet browsing popula.on accesses search engines each month. Furthermore, the U.S. online popula.on makes an average of 37 search engine visits per person per month.” Source: Compete
  46. 46. CnfidentialMarketingXLerator
  47. 47. CnfidentialMarketingXLerator
  48. 48. CnfidentialMarketingXLerator Have you tried Google Image Search?
  49. 49. CnfidentialMarketingXLerator 49 You need a Gmail account to get access to a Google Plus, YouTube or MyGoogleBusiness Account. •  Derive all your accounts from a single Gmail address.
  50. 50. CnfidentialMarketingXLerator Google Plus 50 About
  51. 51. CnfidentialMarketingXLerator 51 MUST: Fill in your h_ps://aboutme.google.com/ secKon completely.
  52. 52. CnfidentialMarketingXLerator 52 h_ps://aboutme.google.com/
  53. 53. CnfidentialMarketingXLerator 53 Google on G+
  54. 54. CnfidentialMarketingXLerator Google Plus: Communi-es 54
  55. 55. CnfidentialMarketingXLerator 55 Google Plus: Collec-ons
  56. 56. CnfidentialMarketingXLerator 56 Source: Social Media Today: Google+: Worth it or Waste of -me?; 2/2016. Google Communi-es & Collec-ons
  57. 57. CnfidentialMarketingXLerator 57 Google Communi-es & Collec-ons
  58. 58. CnfidentialMarketingXLerator 58 Watch this G+ CommuniKes video: hfps://www.youtube.com/watch?v=lpUDWCSRQIU
  59. 59. CnfidentialMarketingXLerator 59 G+ CollecKons Source: Sproutsocial: Is G+ Dead?
  60. 60. CnfidentialMarketingXLerator 60 Source: Sproutsocial: Is G+ Dead? G+ CollecKons
  61. 61. CnfidentialMarketingXLerator 61 Source: Sproutsocial: Is G+ Dead?
  62. 62. CnfidentialMarketingXLerator 62 Source: Hootsuite: G+.
  63. 63. CnfidentialMarketingXLerator 63 Source: Hootsuite: G+.
  64. 64. CnfidentialMarketingXLerator 64
  65. 65. CnfidentialMarketingXLerator 65
  66. 66. CnfidentialMarketingXLerator 66
  67. 67. CnfidentialMarketingXLerator 67
  68. 68. CnfidentialMarketingXLerator 68 Google Hangout FAQ.
  69. 69. CnfidentialMarketingXLerator 69
  70. 70. CnfidentialMarketingXLerator 70
  71. 71. CnfidentialMarketingXLerator 71 You can to live right away or schedule a Hangout for the future.
  72. 72. CnfidentialMarketingXLerator 72
  73. 73. CnfidentialMarketingXLerator 73 Hangout shared in my Google -meline.
  74. 74. CnfidentialMarketingXLerator 74
  75. 75. CnfidentialMarketingXLerator 75
  76. 76. CnfidentialMarketingXLerator 76 Source: ReelSEO: YouTube for B2B
  77. 77. CnfidentialMarketingXLerator 77 Source: ReelSEO: YouTube for B2B
  78. 78. CnfidentialMarketingXLerator 78 Source: ReelSEO: YouTube for B2B
  79. 79. CnfidentialMarketingXLerator 79 Source: emagine.
  80. 80. CnfidentialMarketingXLerator 80 Source: emagine.
  81. 81. CnfidentialMarketingXLerator MANDATORY: YouTube Channel Op-miza-on 81
  82. 82. CnfidentialMarketingXLerator 82 Source: WSJ.
  83. 83. CnfidentialMarketingXLerator 83
  84. 84. CnfidentialMarketingXLerator 84
  85. 85. CnfidentialMarketingXLerator 85
  86. 86. CnfidentialMarketingXLerator 86
  87. 87. CnfidentialMarketingXLerator 87 68% of Google Users Access the Network via Smartphones. hfp://brandongaille.com/ 58-staggering-social-media- sta-s-cs-on-the-big-nine/
  88. 88. CnfidentialMarketingXLerator
  89. 89. CnfidentialMarketingXLerator Measurement & Tools
  90. 90. CnfidentialMarketingXLerator SEO Success = Goal Success Worth more than Ranking in Search Results: •  Increased site traffic •  Increased brand awareness (NPS) •  Increased -me & engagement on site •  Increased conversion rate •  Increased number of leads •  Increased number of closed deals •  Improved User Experience (loop) 90
  91. 91. CnfidentialMarketingXLerator 91
  92. 92. CnfidentialMarketingXLerator 92
  93. 93. CnfidentialMarketingXLerator 93
  94. 94. CnfidentialMarketingXLerator 94 Source: Moz.com.
  95. 95. CnfidentialMarketingXLerator 95 Source: Moz.com.
  96. 96. CnfidentialMarketingXLerator Google+ Metric Examples 1.  Follower growth rate (%) 2.  +1 / Shares / Comments 3.  Conversion Rates
  97. 97. CnfidentialMarketingXLerator Paid Media
  98. 98. CnfidentialMarketingXLerator 98
  99. 99. CnfidentialMarketingXLerator 99
  100. 100. CnfidentialMarketingXLerator 100
  101. 101. CnfidentialMarketingXLerator
  102. 102. CnfidentialMarketingXLerator 102 Source: Funnelbox.
  103. 103. CnfidentialMarketingXLerator 103
  104. 104. CnfidentialMarketingXLerator 104
  105. 105. CnfidentialMarketingXLerator 105
  106. 106. CnfidentialMarketingXLerator 106 Source: Moz.com. Google+ Success Stories
  107. 107. CnfidentialMarketingXLerator 107 Source: Moz.com.
  108. 108. CnfidentialMarketingXLerator 108 Source: Moz.com.
  109. 109. CnfidentialMarketingXLerator 109 Source: Moz.com.
  110. 110. CnfidentialMarketingXLerator 110 Source: Moz.com.
  111. 111. CnfidentialMarketingXLerator 111 Source: Moz.com.
  112. 112. CnfidentialMarketingXLerator 112 Source: Think with Google.
  113. 113. CnfidentialMarketingXLerator 113 Source: Think with Google.
  114. 114. CnfidentialMarketingXLerator 114 Source: Think with Google.
  115. 115. CnfidentialMarketingXLerator 115
  116. 116. CnfidentialMarketingXLerator 116 Source: Think with Google.
  117. 117. CnfidentialMarketingXLerator Natascha Thomson CEO, MarkeKngXLerator NaThomson@Marke-ngXLerator.com Marke-ngXLerator.com @NaThomson Over 15 years of markeKng experience in Global 2000 and startup companies. Customers include SAP, EMC, Polycom, SLAP, BAHREC, and LookingGlass Cyber Solu-ons.

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