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How Brands are Using Google+

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How Brands are Using Google+

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Launched by Google in 2011, Google+ is the latest social networking tool on the block. Businesses of all types, but especially those in the consumer goods market, are giving the platform a try. In this presentation, attendees will discover the pros and cons of using Google+ from a business point of view, while also learning about how other brands are using the platform.

This presentation was giving at the Social Media Strategies Conference in Chicago in April 2012.

Launched by Google in 2011, Google+ is the latest social networking tool on the block. Businesses of all types, but especially those in the consumer goods market, are giving the platform a try. In this presentation, attendees will discover the pros and cons of using Google+ from a business point of view, while also learning about how other brands are using the platform.

This presentation was giving at the Social Media Strategies Conference in Chicago in April 2012.

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How Brands are Using Google+

  1. 1. How Brands are Using Google+ By Erica Swallow Tech Journalist & Director of Community, Contently
  2. 2. 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
  3. 3. 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
  4. 4. The Downside #googleplus | @ericaswallow
  5. 5. 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
  6. 6. The Google+ Profile #googleplus | @ericaswallow
  7. 7. Create Custom Circles • Based on your email contacts • Circles enable easy grouping and sharing #googleplus | @ericaswallow
  8. 8. Follow Sparks • Google+’s algorithmic content recommendation system • Based on Google Search, Google+ and +1 button #googleplus | @ericaswallow
  9. 9. Google+ Business Pages #googleplus | @ericaswallow
  10. 10. Top Brand Pages on Google+ Source: Simply Measured #googleplus | @ericaswallow
  11. 11. Top Industries on Google+ Source: Simply Measured #googleplus | @ericaswallow
  12. 12. Engagement Rates Source: Simply Measured #googleplus | @ericaswallow
  13. 13. Most Engaging Content Source: Simply Measured #googleplus | @ericaswallow
  14. 14. 1. Target With Circles #googleplus | @ericaswallow
  15. 15. 2. Make a Big Announce #googleplus | @ericaswallow
  16. 16. 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
  17. 17. Hangouts – Interviews #googleplus | @ericaswallow
  18. 18. Hangouts – Industry Chat #googleplus | @ericaswallow
  19. 19. Hangouts – Help Desk #googleplus | @ericaswallow
  20. 20. Hangout Tips From the Muppets Click here to watch an awesome video. #googleplus | @ericaswallow
  21. 21. 4. Expand Content Distribution • Share photos, articles, videos, and commentary • Segmentation: Customers, VIPs, Team members #googleplus | @ericaswallow
  22. 22. Photos, Photos, Photos #googleplus | @ericaswallow
  23. 23. 5. Promote a Contest • Cannot run contests on Google+ • But you can link off to the contest #googleplus | @ericaswallow
  24. 24. Photo + Contest = Not Too Shabby #googleplus | @ericaswallow
  25. 25. 6. Rock Hashtags & Mentions topics, events, random things people, brand pages #googleplus | @ericaswallow
  26. 26. Hashtags: Conferences #googleplus | @ericaswallow
  27. 27. Hashtags: Get In On a Meme #googleplus | @ericaswallow
  28. 28. Hashtags: Promote Hangouts #googleplus | @ericaswallow
  29. 29. Hashtags: Run a Campaign #googleplus | @ericaswallow
  30. 30. Mentions: Give Shout Outs #googleplus | @ericaswallow
  31. 31. Mentions: Cross-promote Pages #googleplus | @ericaswallow
  32. 32. Other Reasons To Get Started… • Connect with early adopters • Network with journalists and potential clients • Explore #googleplus | @ericaswallow
  33. 33. Pro Tip #1: Shorten Your URL • Google+ doesn’t support vanity URLs • Use gplus.to to create a short URL for sharing #googleplus | @ericaswallow
  34. 34. Pro Tip #2: Google+ Ripples #googleplus | @ericaswallow
  35. 35. Questions? Erica Swallow | @ericaswallow | ericaswallow.com

Editor's Notes

  • 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.
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