Fallon Brainfood: The Google+ Opportunity for Brands
Fallon's Director of Innovation Marty Wetherall explains what Google+ is (other than the fastest growing site in history), why Google made it (the real inside sports stuff), why we should care (I mean, do we really need another social network?), and what it all means for brands (it's bigger than you think).
Fallon Brainfood is a monthly all-agency lunch conducted by Fallon Planners. Wide-ranging topics explore trends, business issues, and actionable opportunities for our brands. Moreover, Brainfood offers us a chance to come together, share a beer and some pizza, and engage in a stimulating discussion on a variety of interesting topics that affect our business.
LOOKS LIKE FACEBOOK…LESS ATTENTION MORE ATTENTION http://www.zdnet.com/blog/facebook/users-look-at-facebook-and-google-the-same-way/2577
…TASTES LIKE TWITTER…Interesting people sharing interesting things (friendship not required). http://socialstatistics.com
…BUT WITH MORE FLAVORS.Filtered by Circles Group Video Chat Instant Upload Editable Posts
THE BETTER QUESTION IS, WHY IS GOOGLE+?(I mean, do they really expect me to join another social network?)
• Another channel to maintain? What does it • More fires to put out?mean for brands? • More ad space to buy? • What in the world are we going to say?
And how did it become the fastest- growing website in history?
GOOGLE MISSION STATEMENT:“To organize theworld’s informationand make it universallyaccessible and useful.” ORIGINAL GOOGLE SERVER RACK http://www.flickr.com/photos/alexlomas/5914079322/
ORIGINAL INNOVATION: Google revolutionizedsearch with PageRank, a technology that determined the “importance” of a webpage by looking at what other pages link to it.
ONGOING INNOVATION: 20 % PERCENT OF TIME GOOGLE EMPLOYEES CAN SPEND WORKING ON IDEAS AND PROJECTS THAT INTEREST THEM 50 PERCENT OF GOOGLE’S PRODUCTS THAT ORIGINATED FROM THE 20% TIME %http://royal.pingdom.com/2010/02/24/google-facts-and-figures-massive-infographic/
Privacy is SOCIAL STUMBLES: Paramount Google’s misses in the socialspace have taught valuable lessons. Community is Key
PROFITABLE INNOVATION:Google reinvented advertisingwith AdWords and now ownsthe world’s largest displayad network. All told, Googlegenerated over $28B fromadvertising in 2010 (97%of total revenue).
“The core of the (Bing) search page will changeradically with the help of your friends.” +Mark Zuckerberg Founder, Facebook October 2010 http://bits.blogs.nytimes.com/2010/10/13/facebook-and-microsoft-team-up-on-social-search/ http://www.engadget.com/2011/06/06/apple-brings-twitter-integration-to-ios/
WALLED GARDEN: Facebook is even rumored to be launching its own REGISTRATION REGISTRATION INFORMATION INFORMATION external ad network capable FRIEND FRIEND CONNECTIONS CONNECTIONS of unprecedented targeting. CONTENT CONTENT KEYWORDS KEYWORDS PHOTO PHOTO RECOGNITION RECOGNITION LIKES LIKES LOCATION LOCATION CHECK-INS CHECK INShttp://www.europeupclose.com/article/northern-england-and-the-midlands/
Last year, this painting was put on display at Google coinciding with an urgent memo to all employees…Emerald Sea, an 1878 painting by Albert Bierstadt http://www.businessinsider.com/google-was-super-nervous- about-facebook-used-this-painting-as-inspiration-2011-4
SOCIAL NETWORKING GOOGLEHarness the power of social networkingor risk being crushed by it.
In 2011, Google CEO Larry Page announces that all employee bonuses will be tied to “how well we perform against our strategy to integrate relationships, sharing and identity across our products.”http://www.businessinsider.com/heres-the-memo-telling-all-google-employees-their-2011-pay-depends-on-google-sucking-less-at-social-2011-4
On March 30, +1 buttons appeared as a gift from the Google search gods.
Then onJune 28,Google+launched ina “limitedfield trial.” http://googleblog.blogspot.com/2011/06/introducing-google-project-real-life.html
PROJECT, NOT PRODUCT “We’re calling this the Google+ project for a reason. It’s not a monolithic product…This is a project and when we say “project” we mean it’s much broader in scope. This is something that will impact Google.” +Bradley Horowitz Project Lead, Google+http://allthingsd.com/20110628/google-execs-explain-why-they-launched-google-now-before-its-ready/
FROM PAGES TO PEOPLE “When you look at the web today it’s obvious it’s not just about pages, it’s about people. It’s not just about information, it’s about what individuals are doing.” +Vic Gundotra Project Lead, Google+http://allthingsd.com/20110628/google-execs-explain-why-they-launched-google-now-before-its-ready/
A PRIVACY NETWORK FIRST “We wanted to build the first privacy network that got social right. We wanted to build something that you could feel comfortable sharing with, and we believed that if we did that, you would share more.” +Vic Gundotra Project Lead, Google+ https://plus.google.com/113117251731252114390/posts/Q6KB4Frbi6B
LYTICS. AL L O P T I M NA IZE D F NDA OR GO OGLE A S E AR CH AA Better Sharing Machine H ND RC ARING AN EA H R GOOGLE S AL S YT E INFO MORE OR ICS M . ALL RM D FO ATION OPTIMIZE E M IZ P TI D FO O R L L GO S. A E PEOPLE G O R LE C TI MO SE LY A RC NA H A AN D D AN AN H AL RC Y TI A CS SE .A E LL GL OP TIMIZ FOR GOO ED
SHARING (AND RESHARING) THE FIRST 30 DAYSJUNE 28: JULY 5: JULY 6: JULY 8: JULY 9-11: JULY 14: JULY 16: JULY 21: JULY 22: JULY 23: JULY 25: All brand Users pages removed d recommend +1 Button (except for other users toGoogle+ SocialStatistics. +Marty Wetherall on more sites +Kevin Rose & CEO +Larry +Daria Musk’s +Ford Motor add for updates +Daria Musk’s Google+launches com lists +Mark (finally) gets in than Twitter Page shares first Hangout Company’s), on Norway second Hangout fastest website Zuckerberg as share button Google’s concert with promise of Disaster concert viewed to 25M visitors most followed Quarterly 98 people business pages by over 7,000 on in history user on Google+ Earnings for all by Q4 HangoutParty.com Statement on Google+, confirms +Bill Gross 10M users redirect and over 1B“Limited +Christian Oestlien blogs to their items shared Field Trial” announces Google+ pages. and received (invitation application for Reason: higher in a single day +Mark Zuckerberg only) Google+ business engagement still top user page pilot program (deadline: June 15) Still invitation only +Soulja Boy has a Hangout with 27 people MOSTLY ABOUT GOOGLE+ CONTENT SHARED MORE ABOUT OTHER STUFF
“In just over six weeks, (Google+ has) moved from innovators to early adopters to early mainstreamusers visiting the new social network.” —Experian Hitwise http://weblogs.hitwise.com/bill-tancer/2011/08/google_plus_innovators_and_ear.html
KEY INNOVATION: Circles improve bothsharing and receiving. http://techbend.com/2011/07/01/google-plus-new-google-social-network-whats-new-google-black-bar-google-products-page/
+Paul Adams (then with Google, now with Facebook) pioneered designing for different types of relationships.http://www.slideshare.net/padday/the-real-life-social-network-v2
“JUST–WAIT–AND–SEE” INNOVATIONHangouts take real–time social interactionto another level with almost unlimited Sparks serve up easily shareable contentpotential for interesting uses. sorted by interest, paving the way for a new form of sponsored search.
EVENTUALLY (IF GOOGLE IS SUCCESSFUL), YOUR CHOICE OF SOCIAL NETWORK WON’T MATTER. “Back in the bad old days, customers of one phone network couldn’t call customers of other phone networks, then people couldn’t email out-of-network. Today people can’t be social across networks, but few people mind because everyone they care about is on Facebook. Plus is a big push to change that.” +Marshall Kirkpatrickhttp://marshallk.com/google-pluss-real-goal-is-not-to-kill-facebook-but-to-force-it-to-open
FOR USERS, GOOGLE+ THREADS THE NEEDLE Sharing with friends, Sharing with different Circles, Public sharing complicated privacy settings easy control of who sees what EdgeRank filtering Self–filtering Self–filtering using of Newsfeed of stream Lists and Search 420–character post limit, No character limit (auto– 140–character post limit, no threaded comments collapsing), threaded comments comment threading Games get in the way Games in their place No games Content not Public content searchable on Content searchable (but no longer searchable Google (and soon on Google+) optimized for Google search) Evolved from Wall posts Specifically designed as a Pioneered easy online sharing to status updates better sharing machine optimized for mobile SMS
FOR BRANDS, GOOGLE IS SEAMLESS… TRACKABLE PERSONALIZED TRIGGERS USER ACTIONS TRIGGERS
ADDS NOT ADS “…We may never even see an ad on G+—Google has plenty to gain without ever showing an ad, and, put simply, Google doesn’t need the money.” +Tom Anderson Co-Founder, Myspace
BRAND CASE STUDY: FORDFord is leveragingtheir early accessto experiment withHangouts and variousforms of content,including asking userswhat they would liketo see from the brandon Google+. FordSocial Media Director+Scott Monty is alsoactive on the platform.
BRAND CASE STUDY: DELLWhile Dell waits forGoogle+ BusinessPages, founder+Michael Dell isactively representingthe brand on theplatform. He’s famouslyconsidering Hangoutsfor customer service,and he frequently postscontent relevant to Dellcustomers includingbrand news and ads.
BRAND CASE STUDY: GOOGLEEvery Google employeeis active on Google+ andactively engaged withpromoting its growth.They’re always sharinghelpful advice on howto use the platform andappearing in Hangoutsto answer questions,creating a welcomingenvironment fornewcomers.
CONSIDER THE POTENTIAL FOR GOOGLE+ BUSINESS PAGES (DUE Q4) +1 Button • Polling • Place Page integration • Public, joinable Circles • Mobile alerts to Circles• Targeted Content Delivery All enabled from Google Search and Display ads • View–only Hangouts for up to 10K viewers • Mobile Hangouts for guided tours Nearby • Sponsored Sparks • Geo–targeted sponsored deals
• Circles offer targeted content delivery across devices, meaning more possible content channels (each demanding fresh updates)Contemplate • No character limit enables all types of content in a highly networked environment built for sharing and resharing Content • Hangouts put your brand in a virtual room with live consumer Strategy interaction (soon to be mobile and embeddable) • Everything optimized for Google Search and Analytics as well as for a Better integration with other Google products (AdWords, Places, Offers, Checkout, Catalogs) Sharing • First Mover opportunity when Google+ Business Pages appear (due Q4) Machine • Aiming beyond the “Like”, with more room than a ReTweet, what are your brand’s shareabilities?
• Place +1 Buttons on all web properties now and save room for Google+ social sharing plugins soon (use Buzz This as a placeholder) • Create a Google+ user account (let us know if you need an Fallon invitation)Recommends • Consider appointing one or more brand representatives to initiate a following and test content strategy (see +Michael Dell) • Circle interesting users and examine what content generates the most response (+1s, Comments, Shares) • Ask users what kinds of content they want from your brand • Evaluate Google+ as your primary hub of social brand activity (promoted via Facebook, Twitter, Google Ads) based on its SEO, analytics, and enhanced sharing properties
• The Web has matured from pages to people • Google+ is a highly evolved sharing machine with an active, fast-growing user baseSummary • Google+ is the thread that will make other Google products and services better (and seamless) • Brands can harness improved social functionality (Circles, Hangouts) and end-to-end analytics • Cultivate your brand’s shareabilities