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How Brands are Using Google+
By Erica Swallow
Tech Journalist & Director of Community, Contently
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About Google+
• Launched to public in September 2011
• Google’s latest foray into social networking
• Google Friend Connect, Google Buzz, Orkut
• 170 million users
• Tech enthusiasts, male students
• Largely inactive user base
#googleplus | @ericaswallow
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Why Google+ Matters
• Largest search engine in the world
• Momentum towards social-driven search
• Google products continue to merge
• Google Places, Google Reader, Google Search
• Massive brand page growth
• 1,400% increase in users following top 100 brand
pages from December 2011 to January 2012
#googleplus | @ericaswallow
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The Downside
#googleplus | @ericaswallow
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More Negatives
• Administration is difficult
• You need a personal account to create a business
page
• Social dashboards don’t integrate Google+ yet
• Apply for HootSuite beta
• Google side projects are unreliable
• Buzz, Wave, Hotpot
#googleplus | @ericaswallow
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The Google+ Profile
#googleplus | @ericaswallow
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Create Custom Circles
• Based on your email contacts
• Circles enable easy grouping and sharing
#googleplus | @ericaswallow
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Follow Sparks
• Google+’s algorithmic content recommendation system
• Based on Google Search, Google+ and +1 button
#googleplus | @ericaswallow
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Google+ Business Pages
#googleplus | @ericaswallow
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Top Brand Pages on Google+
Source: Simply Measured
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Top Industries on Google+
Source: Simply Measured
#googleplus | @ericaswallow
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Engagement Rates
Source: Simply Measured
#googleplus | @ericaswallow
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Most Engaging Content
Source: Simply Measured
#googleplus | @ericaswallow
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1. Target With Circles
#googleplus | @ericaswallow
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2. Make a Big Announce
#googleplus | @ericaswallow
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3. Host Hangouts
• Business meetings, industry chats, meetups, tech support
• Hangout with Extras: named hangouts, shared notes and
sketchpad, Google docs integration, screensharing
• Hangout On Air enables streaming to unlimited users
• Records to private video on YouTube
#googleplus | @ericaswallow
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Hangouts – Interviews
#googleplus | @ericaswallow
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Hangouts – Industry Chat
#googleplus | @ericaswallow
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Hangouts – Help Desk
#googleplus | @ericaswallow
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Hangout Tips From the Muppets
Click here to watch an awesome video.
#googleplus | @ericaswallow
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4. Expand Content Distribution
• Share photos, articles, videos, and commentary
• Segmentation: Customers, VIPs, Team members
#googleplus | @ericaswallow
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Photos, Photos, Photos
#googleplus | @ericaswallow
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5. Promote a Contest
• Cannot run contests on Google+
• But you can link off to the contest
#googleplus | @ericaswallow
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Photo + Contest = Not Too Shabby
#googleplus | @ericaswallow
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6. Rock Hashtags & Mentions
topics, events, random things
people, brand pages
#googleplus | @ericaswallow
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Hashtags: Conferences
#googleplus | @ericaswallow
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Hashtags: Get In On a Meme
#googleplus | @ericaswallow
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Hashtags: Promote Hangouts
#googleplus | @ericaswallow
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Hashtags: Run a Campaign
#googleplus | @ericaswallow
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Mentions: Give Shout Outs
#googleplus | @ericaswallow
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Mentions: Cross-promote Pages
#googleplus | @ericaswallow
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Other Reasons To Get Started…
• Connect with early adopters
• Network with journalists and potential clients
• Explore
#googleplus | @ericaswallow
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Pro Tip #1: Shorten Your URL
• Google+ doesn’t support vanity URLs
• Use gplus.to to create a short URL for sharing
#googleplus | @ericaswallow
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Pro Tip #2: Google+ Ripples
#googleplus | @ericaswallow
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Questions?
Erica Swallow | @ericaswallow | ericaswallow.com
Friend Connect: social add-ons for websitesGoogle Buzz: social stream tied to Gmail Orkut: facebook-like social network that really only took off in a few countries, namely Brazil.90 million users (mid-January; 1/19) – 100 million (independent analyst Paul Allen, founder of Ancestry.com, 2/1)(60% male / 40% female) 18-30 year olds a whopping 83% of users are inactive, leaving only 17% of active users (Bime – 10 million person tracking study)
Source: Digital marketing startup Brightedge
Most people are not active and growing a fan base is difficult. 83% active / 17% inactive (as of a few months ago) – according to a study of 10 million Google+ users by data visualization firm Bime.
HotPot – social recommendation systems
Introduced brand pages in November.
“Google+ Brand Adoption and Engagement Trends” study by Adam Schoenfeld of Simply Measured (3 month update as published on 2/9/2012)
Brand pages launched in November… died down, low around holidays. New year, spiked.
Brand pages launched in November… died down, low around holidays. New year, spiked.
Intel has users +1 five certain images in order to be added to that Circle. “technology enthusiast, IT experts, newsroom, software developer, and trends”
Cadbury launches the Dairy Milk Bubbly on Google+ (January 2012)
Obama hangout: http://mashable.com/2012/01/31/obama-hangout/, 227,000 attendees, real-time conversation.
Fox 11 News Los Angeles anchor Maria Quiban hosts daily #EpicHangout chats. Has interviewed Mike Tyson, Kevin Smith, Steven Seagal, Joan Rivers, Jaleel White, James Van Der Beek, Tony Goldwyn, Alexander Ludwig, etc.
Google+ Community ManagersDasha Cherepennikova and Vanessa Schneider (small business owners with local Google+ pages)
Google+ Community ManagersDasha Cherepennikova and Vanessa Schneider – with stars from „The Muppets” movie – Jason Segel and Amy Adams.
Be inclusive. Give credit where it’s due.
Be inclusive. Give credit where it’s due.
Be inclusive. Give credit where it’s due.