Google+ Re-Thinking the Why - Social Media Summit

GOOGLE+ RE-THINKING THE WHY @kmullett Social Media Summit #SMSFW
Social media and online marketing isn’t about the tools you use or the online community you join, but about the story you tell and presence you make. CAN I FIND YOU? @kmullett Social Media Summit #SMSFW
There is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI. HYPE & HYSTERIA @kmullett Social Media Summit #SMSFW
While social media is free to use, it is not free to do. Weigh time and attention against opportunity and return. It is also not a task you complete! FREE TO USE, NOT DO @kmullett Social Media Summit #SMSFW
BUDGET & STRATEGY @kmullett Social Media Summit #SMSFW
ACTION: GET YOUR HOUSE IN ORDER FIRST! Grab your local listings: getlisted.org Keep name, address, phone consistent! @kmullett Social Media Summit #SMSFW
@kmullett Social Media Summit #SMSFW
No marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives. NO SILVER BULLETS @kmullett Social Media Summit #SMSFW
I could regale you with all the demographics, numbers, and stats of Google+ but it wouldn’t, and probably shouldn’t, matter. @kmullett Social Media Summit - #SMSFW
No, G+ is not Facebook and while your friends may not be there potential connections are. IT IS NOT FACEBOOK @kmullett Social Media Summit #SMSFW
WHAT DO THEY PREFER? Which phone line will you be ignoring today? Tools to find your audience: @kmullett Social Media Summit #SMSFW
DO YOU SEE THE VALUE? Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. @kmullett Social Media Summit #SMSFW
GOOGLE +1 (MARCH 2011) • Will be used as “A” signal for Google search to fight web spam • May be visible in search results, ads, images • On sites ala “like” button +1’s for G+ posts only show on posts. @kmullett Social Media Summit - #SMSFW
GOOGLE+ AND GOOGLE+ PAGES • Google+ is a social network (June 28th, 2011) • It opened to the public (September 20th, 2011) • Google+ Pages (Nov 7th, 2011) It is Googles new direction. @kmullett Social Media Summit #SMSFW
GOOGLE IS FORCING THE ISSUE Google+ Local, GSPYW, Youtube, Android devices, what’s next? It keeps changing. @kmullett Social Media Summit - #SMSFW
GOOGLE PLACES NOW GOOGLE+ LOCAL Scoring is based on individual user ratings. Google+ Local scores @kmullett Social Media Summit - #SMSFW
GOOGLE+ HANGOUTS • Expand your quality contacts • Face-to-face connections are easier after online conversation • It’s all IRL • Unprecedented access @kmullett Social Media Summit - #SMSFW
HANGOUT W/VOICE, LIVE No webcam, microphone, or smart phone, start with or add a voice participant. Go LIVE! @kmullett Social Media Summit - #SMSFW
OK, MAYBE IT IS A BIT LIKE FACEBOOK ARRRRRGGG! @kmullett Social Media Summit - #SMSFW
HANGOUTS FOR SCREEN SHARING Share any window for demonstrations, technical help, learning, or fun. @kmullett Social Media Summit #SMSFW
HANGOUTS FOR COLLABORATION Work on Documents, Spreadsheets, Drawings, Forms, or a Presentation in real time with voice and video. @kmullett Social Media Summit #SMSFW
HANGOUTS FOR PRODUCTIVITY • Share • Create New • Download as @kmullett Social Media Summit #SMSFW
ACTION: PREPARE FOR BUSINESS • Create a personal account • Tie it to your Youtube account • Buy a webcam • Practice with someone (me) @kmullett Social Media Summit #SMSFW
How many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them? ME, ME, AND ME @kmullett Social Media Summit #SMSFW
ACTION: START LISTENING & WATCHING Set alerts for: business name(s) or brand, employee names, usernames, your brand name, competition, influencers in your field, product/service names, and misspellings. @kmullett Social Media Summit #SMSFW
OWNERSHIP @kmullett Social Media Summit #SMSFW
G+ FOR PHOTOGRAPHY Unlimited, Instant, Editable, Beautiful…. @kmullett Social Media Summit #SMSFW
TAGGING PEOPLE & GEO LOCATING You can tag people, show or hide geo location data much like other platforms. ARRRRRGGG! @kmullett Social Media Summit - #SMSFW
G+ EVENTS Should not replace on site events. Think promotional tool. • No formal signup • No info gathering • Less commitment • G+ users only • Lost traffic & SEO @kmullett Social Media Summit #SMSFW
ACTION: KEEP TRAFFIC, SEO & VISIBILITY! Embed signup capability via services like eventbrite @kmullett Social Media Summit #SMSFW
ACTION: START WITH YOUR IDENTITY Just a logo or something more? humanizing just a logo or something more? action @kmullett Social Media Summit #SMSFW
OLD STYLE BANNERS Thumbnails Tastefully animated 112x112 and 260x260 (also your icon) @kmullett Social Media Summit #SMSFW
NEW BANNER PHOTO STYLE Cover photo 940x180 and 260x260 (also your icon) @kmullett Social Media Summit #SMSFW
ACTION: TOOLS FOR BANNER CREATION Please use good photography…that you also have permission to use. @kmullett Social Media Summit #SMSFW
ACTION: DISPLAY AND CONNECT You are probably going to need a geek for this. • Badges • Authorship or here • Test it @kmullett Social Media Summit #SMSFW
PAGES AND PROFILES ARE DIFFERENT Nuances of pages • A person must circle your brand page before you can circle them, but brands can circle other brands • Brand Pages cannot +1 other brand pages @kmullett Social Media Summit #SMSFW
ACTION: FIND CONTACTS • Is our audience on Google+ • Connect personally • Segment email message to users of certain channels For Gmail or Outlook. @kmullett Social Media Summit #SMSFW
ACTION: FIND CIRCLES Click the logo(s) to visit. @kmullett Social Media Summit #SMSFW
ACTION: SHARE CIRCLES Circle the Social Media Fort Wayne folks to start. https://plus.google.com/111355895099122965371/posts/czp6sjUkL14 @kmullett Social Media Summit #SMSFW
ACTION: SHARE POSTS TO OTHER NETWORKS Choose carefully what you cross post! Download @kmullett Social Media Summit #SMSFW
ACTION: TRY CHROME EXTENSIONS Way to many to share…see this post with over 100 of the most popular. @kmullett Social Media Summit #SMSFW
DEMOGRAPHICS & STATS Measuring brand visibility, engagement, reach, connections, and yes ROI. @kmullett Social Media Summit #SMSFW
ACTION: ENGAGE WITH ENGAGERS Take note of who is engaging with your brand via screen grabs of your popular ripples and by using the Google Analytics Off-Site Social Data Hub Activities. @kmullett Social Media Summit #SMSFW
GOOGLE+ RESOURCES 1. Create a page 2. Google+ your business info (G+) 3. Google+ support (web) 4. Google+ pages discussion forum (Google Group) 5. Google+ vector icon set 6. Bonus: A profile can be displayed as either: https://plus.google.com/111355895099122965371 https://profiles.google.com/kevinrmullett @kmullett Social Media Summit #SMSFW
Humanize your message, Encourage conversation, Listen first, Promote Less. H.E.L.P PHILOSOPHY @kmullett Social Media Summit #SMSFW
UPCOMING EVENTS July 31st Northeast Indiana Innovation Center https://www.facebook.com/smbftw August 2nd Search Engine Optimization What’s New TBD visit http://www.cirrusabs.com August 9-10th University of Indy Schwitzer Student Center http://www.blogindiana.com/ @kmullett Social Media Summit #SMSFW
circle us on ME @kmullett cirrusabs.com / @cirrusabs
Photography by Kevin Mullett or Stock agencies unless noted below. Satoru Kikuchi – Light Bulb Joe Shoemaker – untitled pic of me ATTRIBUTION @kmullett cirrusabs.com / @cirrusabs

Editor's Notes

// Social Media Summit #SMSFW – GOOGLE+ RE-THINKING THE WHYIf I can’t get you to consider it as a social network, maybe you will find the tools worth using.Photo by: Hans Gerwitz – fail stamp
// Social Media Summit #SMSFW – Social media isn’t as much about the tools you use or the online community you join, but about the story you tell and presence you make. Creating a clean online presence is all about remembering some simple concepts.Photo by: Hans Gerwitz – fail stamp
// Social Media Summit #SMSFW – CAN I FIND YOU?Relationships are Not About The Tools.Social media and online marketing isn’t as much about the tools you use or the online community you join, but about the story you tell and presence you make. If I can’t find you, I can’t hear or share your story and I certainly can’t start building a relationship.Consider how it seems almost every network has someone that is making it work for them.
// Social Media Summit #SMSFW – HYPE & HYSTERIAThere is a lot of misinformation, speculation, opinion and hype being spread about online marketing. Worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.And marketers are great at coming up with new terms like inbound marketing, content marketing, earned media, permission marketing, or they will say things like SEO is dead and other such nonsense to try and change the story.
// Social Media Summit #SMSFW – FREE TO USE, NOT DOWhile social media is free to use, it is not free to do. Weigh time and attention against opportunity and return.
// Social Media Summit #SMSFW – BUDGET & STRATEGYWinning requires knowledge: To win against your competitors in the search optimization game requires some knowledge, unless your competition isn’t trying. It’s easy to win if there is no competition. To win requires an understanding of the rules so you don’t get disqualified. You can be the best driver, but if you are stuck in the back of the pack you will not have a chance to show it. Optimization is part of the race regardless if you have the knowledge or not. Of course you need to decide early on how much winning is worth and what your budget is to go after it. And like most things if you don’t have a strategy, well, we all know how that goes.At this very race a competitor was disqualified for getting a bit too creative with the rules. This is analogous to black hat search optimization techniques.
// Social Media Summit #SMSFW – Get your house in order first!Go to getlisted.org and complete that task. Keep name, address, phone consistent!
// Social Media Summit #SMSFW – THE “SOCIAL THREE”You are here to find out how to add social media into your event marketing mix, but let’s start by actually talking about what I call the “social three”. Why? Because people use these terms interchangeably, when they are not in fact interchangeable. If you think about it we could just remove the “social” moniker off all of these and we would have good old fashion traditional media, networking, and marketing methods. Today we will discuss various aspects of the social sphere and social media optimization. Now the information I present today, much like search engine optimization information, will have a limited shelf life. A scant 7 years ago Facebook was created in a dorm room and now has more users than the population of the United States. A year ago many of you had no idea what Twitter was, now it has gone mainstream and is in countless TV commercials. I could waste the entirety of this seminar just talking about the rise and fall of various social services, percentage of market share, types of people who use each, etc. Instead I am going to breeze by some of those items at a high level, so I can spend more time giving you social marketing tips that will help your business.» social media which represents the tools we use for building followers, friendships, & contacts. Tools like twitter, facebook, linkedin, youtube, friendfeed, Buzz, foursquare, ning, to name only a fraction of the available services. Each have strengths and weaknesses and each need to be evaluated so we can put our time into the ones that will reap the largest ROI. I have both online and offline media tools represented because they are all just visibility tools.» social networking is the day to day interaction we have with contacts built using the various social media tools/services, in other words the “social” part. It is no different then when you attend a party, that you might otherwise pass on, in order to touch base with clients or potential clients. Now some might also toss in social networks, but let’s not make things confusing. Each tool has the potential to reach a percentage of your ideal market segment, group, individuals, or demographic. This is also to extend and optimize your circle of influence.» social marketing is the subtle, or not so subtle, use of one or more online tool to promote your business to the network you have established. Again no different than reminding those people you meet at parties, “hey I build killer websites, you should have me do one for you”. Over simplified? Maybe, but the real reason we’re here is to learn how to put this all into motion. We want to avoid the Me Monster. (me monster by Brian Regan)
// Social Media Summit #SMSFW – There are NO Silver BulletsNo marketing media channel has 100% eyeballs or is 100% effective. We need to prioritize based on goals, resources, and business objectives.
// Social Media Summit #SMSFW – It is not all about the numbers!I could regale you with all the demographics, numbers, and stats of Google+ but it wouldn’t, and probably shouldn’t, matter.https://plus.google.com/114259566451209869276/posts/ZNrsoqPWRA2
// Social Media Summit #SMSFW – It is NOT FacebookNo, it’s not Facebook and while your friends may not be on Google+ potential connections are.
// Social Media Summit #SMSFW – What do your customers prefer?Social media isn’t about what you prefer, but rather where your ideal audience is listening and can be engaged. Which phone line will you be ignoring today?http://rapportive.com/, http://gist.com/, https://www.xobni.com/, https://www.rapleaf.com/ ($100 to search social for 10,000 emails)
// Social Media Summit #SMSFW – THE PRIVACY EXCUSEBut…my privacy! formerly found on street corners are you really all that invisible who did we do business with 30-40 years ago? distribution does not equal visibility
// Social Media Summit #SMSFW – THE PRIVACY EXCUSE PART IIWe give up privacy for opportunity or gain in other ways more frequently than we might realize. surveys on the back of receipts for a cheeseburger your habits tracked and targeted, for rewards
// Social Media Summit #SMSFW – DO YOU SEE THE VALUE?Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.At the end of the day if you really don’t see and believe in the value, you will not be convinced to participate at a level that is likely to yield results. Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.Sometimes people try social media out, as if it isn’t known to work, and quite because they see no return. If they were to be honest, they might see that the effort put in was not sufficient to see those results.
// Social Media Summit #SMSFW – Google +1 (March 2011) Will be used as “A” signal for google search to fight web spam Visible in search results, ads, images On sites ala “like” buttonAnnouncement:http://www.google.com/+1/button/http://www.wired.com/epicenter/2011/08/google-studying-re-ranking-search-results-using-1-button-data-but-its-touchy/ info about use as signal
// Social Media Summit #SMSFW – Google+ and Google+ Pages for brands and businessesGoogle+ is a social network (June 28th, 2011)It opened to public (September 20th, 2011)Google+ pages (for brands and businesses) released (Nov 7th, 2011)Public google+ posts, profiles & pages show in search resultsAnnouncement:http://www.google.com/+1/button/
// Social Media Summit #SMSFW – Google is forcing the issueGoogle+ Local, GSPYW, Youtube, Android devices, what’s next?
// Social Media Summit #SMSFW – Google Places now Google+ LocalThe new Google+ Local - https://plus.google.com/localManaging via the old Google Places tool - http://www.google.com/local/add/businessCenter?pli=1Moving Google Places content into Google+ Local - http://support.google.com/plus/bin/answer.py?hl=en&answer=2622993Viewing your Google Places reviews without signing up for Google+ - http://support.google.com/plus/bin/answer.py?hl=en&answer=2622938
// Social Media Summit #SMSFW – Google+ Hangouts Expand your quality contacts Face-to-face connections are easier after online conversation It’s all IRL Unprecedentedaccess
// Social Media Summit #SMSFW – Start a Google+ Hangout with voice or add someone in while your hanging out.
// Social Media Summit #SMSFW – OK, Maybe it is a bit like Facebook. Arrrrggg!
// Social Media Summit #SMSFW – Hangouts for screen sharingShare any window for demonstrations, technical help, learning, or fun.
// Social Media Summit #SMSFW – Hangouts for CollaborationWork on Documents, Spreadsheets, Drawings, Forms, or a Presentation in real time with voice and video.
// Social Media Summit #SMSFW – Hangouts for productivityShare out your creation, create something new together, or download your creation as a PDF Document, Scalable Vector Graphics, PNG or JPG image.
// Social Media Summit #SMSFW – Prepare yourself and your business for online businessAre you prepared for Google+ business, networking, or connections?Create a personal account Tie it to your Youtube account Buy a webcamPractice with someone (me)
// Social Media Summit #SMSFW – ME, ME, AND MEHow many of you who desire article comments, amplification of your social posts, and professional recommendations take the time to provide them?photo by: me, Kevin Mullett.
// Social Media Summit #SMSFW – START LISTENING & WATCHINGStart Listening and watching with the appropriate tools even if you are not participating. Set alerts for: business name(s) or brand,employee names, usernames, your brand name,competition, influencers in your field,product/service names, and misspellings.
// Social Media Summit #SMSFW – INVEST IN OWNERSHIPPretend that this is the old west and you can very inexpensively go out and lay claim to a piece of property to call your own. It may seem like a lot right now, but it is the best investment you can make, because it is an investment in yourself. And you’re worth it!
// Social Media Summit #SMSFW – GOOGLE+ FOR PHOTOGRAPHYG+ is great for sharing photography. Unlimited, Instant, Editable, Beautiful….
// Social Media Summit #SMSFW – You can tag people, much like other platforms, but Picasa is especially good at it.
// Social Media Summit #SMSFW – GOOGLE+ EVENTS BECAUSE A CLICK IS NOT A BLOOD OATHGoogle+ events are easy and cheap, but you sacrifice real thoughtful signups, info gathering, and at times a commitment to come. What about people who are not on Google+?Should not replace on site events. Think promotional tool. No formal signup No info gathering Less commitment G+ users only Lost traffic & SEO
// Social Media Summit #SMSFW – KEEP YOUR TRAFFIC, SEO & VISIBILITY!Embed signup capability via services like eventbriteClients often talk about how hard it is to find things to blog or post news about when in reality they are letting things they are already doing go un-optimized. Don’t give away traffic, search engine optimization and brand visibility to third party sites.
// Social Media Summit #SMSFW – START WITH YOUR BRAND IDENTITYDecide if you will be using your logo or something more. Will you just go with the official brand or put a call out like Ferrari did. Maybe you would like to make the company seem more personal like we did on ours.
// Social Media Summit #SMSFW – BE CREATIVE WITH THE OLD STYLE BANNERSThe old thumbnail photo style is comprised of 5 112x112 images and a 260x260 image that will also be your icon.
// Social Media Summit #SMSFW – GET CREATIVE WITH THE NEW COVER PHOTOSCover photo style is comprised of 940x180 banner photo and a 260x260 image that will also be your icon.
// Social Media Summit #SMSFW – SOME TOOLS FOR BANNER CREATIONhttp://www.googlecover.com/http://coverphotoeditor.com/perspectivus.com/GooglePlusPanoramaBanner (+Johnathan Chung) *upload from computergpluspic.com/banner (+Hélio Martins) *upload from computerbannerspl.us (+HolgerReischke) *upload or link to and option to display on the server with author info. (Adds bannerplus watermark)gplusbanner.com*upload and option to display on site
// Social Media Summit #SMSFW – DISPLAY AND CONNECTBadges -https://developers.google.com/+/plugins/badge/Authorship - https://plus.google.com/authorship or http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986Test it - http://www.google.com/webmasters/tools/richsnippets
// Social Media Summit #SMSFW - PAGES AND PROFILES ARE DIFFERENTNuances of pages A person must circle your brand page before you can circle them, but brands can circle other brandsBrand Pages cannot +1 other brand pages
// Social Media Summit #SMSFW – DISCOVER IF YOUR AUDIENCE IS ON GOOGLE+Export contacts to a company or personal gmail account associated with your G+ account. Use Gist, Rapportive, Xobni, or RapLeaf to discover if your contacts are already there. The issue is that people may not have all their emails associated with there G+ Account. Is our audience on Google+ Connect personally Segment email message to users of certain channels
// Social Media Summit #SMSFW – FIND CIRCLES OR THE RIGHT PEOPLE TO PUT IN THEMYou can use any of these to search for circles by subject: The Public Circles Database - http://publiccircles.appspot.com/ Find People on Plus - http://findpeopleonplus.com/ Plus Friend Finder - http://plusfriendfinder.com/directoryggplpls - http://www.gglpls.com/ Group / AS - http://www.group.as/ Women of G+ - http://www.womenofgplus.com/directory Recommended Users* - http://www.recommendedusers.com/ Google+ Counter - http://gpc.fm/ Circle Count - http://www.circlecount.com/
// Social Media Summit #SMSFW – SHARE CIRCLES WITH OTHERSShare circles. Circle local folks from the Social Media Breakfast Fort Wayne events here. » https://plus.google.com/111355895099122965371/posts/czp6sjUkL14
// Social Media Summit #SMSFW – SHARE POSTS TO OTHER NETWORKSSharing from Google+ to other networks. Would it make sense to share this post? Are you sure?https://chrome.google.com/webstore/detail/oenpjldbckebacipkfbcoppmiflglnib
// Social Media Summit #SMSFW – TRY SOME GOOGLE CHROME EXTENSIONSGoogle Chrome extensions100 of the most popular Extensions - https://plus.google.com/106393478695568433143/posts/hwgXV71VkKMHangout Canopy - https://chrome.google.com/webstore/detail/dbjbjpicplblhgkjjdbplpgkmhojmjomGoogle+ Notifications - https://chrome.google.com/webstore/detail/boemmnepglcoinjcdlfcpcbmhiecichiSocialba! - https://chrome.google.com/webstore/detail/lbnldfdnnhniifjjiakifofhdjangpljGoogle +1 button - https://chrome.google.com/webstore/detail/jgoepmocgafhnchmokaimcmlojpnlkhpDo Share - https://chrome.google.com/webstore/detail/oglhhmnmdocfhmhlekfdecokagmbchnfG++ - https://chrome.google.com/webstore/detail/mlnhfffcagbhoccmjfoehkkkbilooekk
// Social Media Summit #SMSFW – CHECK YOUR DEMOGRAPHICS AND STATSWe need to look to other criteria to judge the success or failure of our efforts. Things like reach, engagement, attention capture, connectivity, interactions and more. We can use tools like I could go on for a solid half hour or more on the various tools and methods for measurement. The point I want to drive home is to make sure we are measuring the right things.What are good metrics for social media success? To name just a few: influence, traffic, reputation and brand management, visibility, engagement, competitive intelligence garnered, and of course revenue. Let’s not forget revenue!
// Social Media Summit #SMSFW – ENGAGE WITH ENGAGERSTake note of who is engaging with your brand via screen grabs of popular ripples and by using the Google Analytics Off-Site Social Data Hub Activities.https://chrome.google.com/webstore/detail/ckibcdccnfeookdmbahgiakhnjcddpki
// Social Media Summit #SMSFW – SOME GOOGLE+ RESOURCESKeep these resources handyhttps://plus.google.com/pages/createhttps://plus.google.com/115200251016762857369/posts(g+)http://support.google.com/plus(web)https://productforums.google.com/forum/#!forum/pages-discuss(google group)http://pixelpinch.com/2011/11/new-red-google-plus-or-page-vector-icon-pack-for-free/#axzz20pg7a5re A google vector icon set (free)Bonus: A profile can be displayed as either:https://plus.google.com/111355895099122965371https://profiles.google.com/kevinrmullett
// Social Media Summit #SMSFW – THE H.E.L.P. PHILOSOPHYH.E.L.P. philosophy = Humanize your message, Encourage conversation, Listen first, Promote Less.
// Social Media Summit #SMSFW - UPCOMING EVENTSJuly 31stNortheast Indiana Innovation Centerhttps://www.facebook.com/smbftwAugust 2ndSearch Engine Optimization What’s NewTBD visit http://www.cirrusabs.comAugust 9-10thUniversity of Indy Schwitzer Student Centerhttp://www.blogindiana.com/
// Social Media Summit #SMSFW - LET’S CONNECTDon’t wait to start building your online and offline network. Need an easy start? Search for Kevin Mullett, find me on a network you already participate on and say hello.http://www.kevinmullett.com/about/ and check out http://www.cirrusabs.com/. Don’t forget to circle Cirrus ABS — http://bit.ly/CirrusABSgplusPicture by: Joe Shoemaker - http://www.flickr.com/photos/joeshoe/5740389452/
// Social Media Summit #SMSFWPhotography by KevinMullett or Stock agencies unless noted below.Satoru Kikuchi – Light BulbJoe Shoemaker – untitled pic of me
even more nuances of pagesagainst TOS to run contests! —policypages have the same limitation of 5000 people/brands in a circle that personal accounts have (Dell isn’t happy about it)local pages, defined in setup, have special fields for addresstwo pages can have identical names
even more nuances of pagesthe default page privacy is public on all itemspages cannot share to ‘extended circles’pages cannot play gamesno vanity URLs (BOOOOO google!)
// Social Media Summit #SMSFW – HANGOUTS ON AIR

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