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Google+ Pages for Business: Recommendations


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Overview of Google+ Pages for Business, what brands should be thinking about now in deciding whether to build a Google+ presence, and what's involved in getting one started.

Published in: Business, Technology
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Google+ Pages for Business: Recommendations

  1. 1. Google+ Pages for Business:Recommendations
  2. 2. © 2011 Gage Marketing Group. All Rights ReservedAbstract• Google+ launched Pages for Business on November 7, 2011• Google is the dominant player in search with 65-70% market share• Google+ already amplifies organic and paid search outcomes. It is likely that near-term changes will create additional opportunities and threats related to advertising which clients must be prepared to manage• Digital word of mouth (WOM) will continues to be more and more important as +1’s and relationships in G+ become more prominent and important to volume and quality of search traffic and conversions• Recent changes to Google’s search algorithm to reward brands that continually develop fresh, relevant, popular content means content marketing sophistication is now essential to both social and search; thus, social media is even less optional now than it used to be• Gage clients will benefit by embracing Google+, even in its early, primitive state. Conversely, clients who do not incorporate Google+ will be increasingly at risk of ceding ground to competitors, especially in regard to Google-based search marketing outcomes. Gage can help.
  3. 3. © 2011 Gage Marketing Group. All Rights ReservedWhat is Google+?• G+ is a collection of different services bundled into a single user experience and accessible at – Profile (similar to a Facebook profile) – Stream (a newsfeed on the default page) – Sparks (a recommendation engine) – Hangouts (a video chat service) – Huddle (a group texting service) – Circles (a friend management service) – Photos (a photo sharing service) – Games (similar to Facebook games) – NEW AS OF November 7, 2011: Business Pages (similar to Facebook pages)
  4. 4. © 2011 Gage Marketing Group. All Rights Reserved Why Should I Worry AboutGoogle+ Pages for Business?
  5. 5. © 2011 Gage Marketing Group. All Rights ReservedUnprecedented Growth… Image credit::
  6. 6. © 2011 Gage Marketing Group. All Rights ReservedWhy Google is serious about G+ Google is deeply concerned about Facebook eroding ad revenues; they hope Google+ can reverse these trends
  7. 7. © 2011 Gage Marketing Group. All Rights ReservedG+ is not going to go away• G+ is critical for Google because: – It drives longer and more frequent sessions – It may make Google again the most popular online, and thus… – It may protect and even grow Google’s online ad spending revenues for decades to come Every time users log in, they are re- exposed to all services and Notifications are key to tools, which collect data and drive driving repeat sessions in G+ sessions
  8. 8. © 2011 Gage Marketing Group. All Rights ReservedHow Google has already integrated Social and Search with Google+
  9. 9. © 2011 Gage Marketing Group. All Rights ReservedThe “ ” • Launched in June 2011 • Similar to - but an expansion on - Facebook • Is a tacit endorsement to your social network of: • Content (example: an article or video) • URL (example: in search results or on website) • Google+ post (example: a status update)
  10. 10. Why the “ ”?2/3rds of the economy is influenced by personal recommendations. McKinsey & Company Gartner 20% of consumers are key influencers of purchasing activities of 74% of the population.Consumers mention 56 brands in conversation per week. Keller Fay 62% of these discussions are positive.Each peer recommendation reaches 150 people on the social web. Forrester Less than 25% of people say they trust emails they sign up for.1 in 3 people come to a brand through a recommendation. Weber Shandwick Bain & Co. The most recommended company in any given category grows 2.5x the category average.40% of advocates answer, comment, or give opinions Yahoo! andonline several times each week. Comscore 10
  11. 11. © 2011 Gage Marketing Group. All Rights ReservedThe “ ” • Appears to Google users, their social network, and the general public in slightly different ways • +1 button on websites drives more +1’s • +1’s = Personal recommendations to drive “pre-qualified” traffic
  12. 12. © 2011 Gage Marketing Group. All Rights ReservedThe “ ”• +1’s are also stored in a tab on Google+ profiles for easy access. Users can opt to show their +1 tab, or keep it private – “micro-bookmarking”• +1 tab intended to let users manage from a single destination
  13. 13. © 2011 Gage Marketing Group. All Rights ReservedThe “ ”• +1 is Google’s way of incorporating personal recommendations into search results in a transformative way: • Recommendations from: • Personal networks (example: “Steve, Roger, and Bill +1’d this”) • General public, in aggregate (example: “[URL] has1,200 ’s”) • Yourself (example: “you +1’d this at some point in the past”)• +1 is a BIG DEAL because it means brands with more +1’s will get more (and more qualified!) Google search traffic
  14. 14. © 2011 Gage Marketing Group. All Rights ReservedHow G+ Now Affects Search• Google’s organic search results are affected by whether user has added a brand to their Google+ Circles (Hovering over the Ford Motor Company link displays this)• This means the more popular your brand is in G+, the better your results are likely to be
  15. 15. © 2011 Gage Marketing Group. All Rights ReservedG+ Will Change Ad Targeting• Advertising in social is different because you can target based on user profiles, which are proven to generate better ads and higher return on advertising spend – Google has always been ahead in search, but not social – Google search targets on need (keywords) – Social networks target on profiles (identity, interest, friends)• Google+ will be able to add the power of profiles to need to provide brands with a new targeting capability
  16. 16. © 2011 Gage Marketing Group. All Rights ReservedG+ Will Also Change Analytics• Because search outcomes will be affected by social and Google+, it will be necessary for all brands who use Google for paid search to use a Google Analytics account to track social’s effects on search outcomes• Brands should start exploring and experimenting now so they are prepared to defend and improve search outcomes as Google+ performance is increasingly integrated into Google’s search algorithm
  17. 17. © 2011 Gage Marketing Group. All Rights ReservedStarting a Google+ Page Now: Pros & ConsCons (-) Pros (+)Audience & Outcomes G+ audience is still mostly early adopters G+ already has 40M users and is growing across a narrower band of demographics, faster than any other network industries, interests than all other top-tier social networks There is currently no inorganic method for There is already a known, significant Paid building an audience in G+ (e.g., no and Organic Google search impact from advertising or promotional capability) Google+ activity Google’s search algorithm has already been modified to favor newer content (which favors social media content) and will probably soon also favor G+ contentFunctionality & Capability Because there is no API, G+ cannot be G+ already offers some groundbreaking managed along with other social functionality worth mastering, including: channels, effort to add G+ channel to • Video hangouts with fans ongoing management is not insignificant • Need to master Circle-based community outreach/building • Google Analytics tie-ins to show outcomes across social, SEO, PPC, web We know G+ will keep evolving
  18. 18. © 2011 Gage Marketing Group. All Rights ReservedIf You Build a G+ Page• Assume G+ audience, outcomes, functionality, capability will all grow - increase 2013 2012 now and/or reallocate social investments $ $$ $$$ accordingly
  19. 19. © 2011 Gage Marketing Group. All Rights ReservedIf You Decide To Build a G+ Page: Notes• Business Profiles are like personal profiles on Google. Apply behaviors and practices that are working well for your personal page, if you have one.• G+ Pages must be “tied” to a specific person in your organization. Let us know if you need help deciding with whom to associate it.• G+ Pages can’t circle individuals unless they circle you first. This is tough on marketers – prevents from circling entire networks.• Businesses can own more than one Google+ Page. Having one for your brand and several for individual products may make sense.• There is currently no verification process that certifies your Google+ Page. This means a competitor can create an identical page and there’s not much you can do about it except complain to Google. This will likely change soon, but for now, watch carefully for this and let Google know when/if you find inappropriate uses.
  20. 20. © 2011 Gage Marketing Group. All Rights ReservedBuilding a G+ Page: Investment• Minimum investment to set up correctly ~10 hours• See next slide for tasks (current clients only)• 1-2 hours/week to publish, manage engagement, and build audience (assumes community management services are already in place for other social media channels)
  21. 21. © 2011 Gage Marketing Group. All Rights ReservedTo get started or learn more• Contact your Gage Business Development representative – Or…• Gage Emerging Media – Chris McLaren, Director - Emerging Media & Strategy Phone: 763-595-3855 (o) / 763-242-0930 (m) Email: Connect: – Tim Bursch, Manager – Social Media Phone: 763-595-3858 (o) / 612-770-9573 (m) Email: 21
  22. 22. About Gage Marketing
  23. 23. Marketing Solutions that Drive Behavior• Formed in 1992• Minneapolis, Los Angeles, Redmond• Ad Age / Interactive Rank: #35• Promo / Promotion Rank: #37• Blending technology and marketing for world’s most respected brands• Promotional – Sweeps, games, contests, POP, legal• Digital – Mobile, web, media, social, dashboards• Relationship – CRM, incentive & loyalty programs, DR• Fortune 500 client base
  24. 24. = Driven/Owned by Emerging media Social DM © 2011 Gage Marketing Group. All Rights Reserved = Significantly affected by Emerging media Mobile Email Voice Marketing Mobile Email SMS SMS + MMS IM IM IM IM Email Email Email Email Direct Mail Direct Mail Direct Mail Direct MailDirect Mail Telephone Telephone Telephone TelephoneTelephone<1990 1990s 1999 2000s 2011TV TV TV TV TVRadio Radio Radio Radio RadioPrint Print Print Print PrintDisplay Display Display Display Display Website Cable TV Website Website Search Website Search Search Online Display Search Online Display Online Display Paid Search Online Display Paid Search Paid Search Landing Pages Landing Pages Landing Pages Microsites Microsites Microsites Online Video Online Video Online Video Affiliate Marketing Webinars Affiliate Marketing Webinars Affiliate Marketing Webinars Blogs Blogs RSS RSS Podcasts Contextual Podcasts Wikis Contextual Social Networks Wikis Mobile Web Marketing continues to get more Social Networks Behavioral complex. Gage Emerging media is Mobile Web Social Media & Ads Virtual Worlds focused on mastering and incorporating Widgets new approaches to maximize overall Twitter marketing effectiveness for our clients. Mobile Apps & Geolocation
  25. 25. Emerging Media Offerings Strategy Services Software Integration Custom Development Media• Community • SM Promotions (Wildfire) • Custom Loyalty / • Search management • eCommerce Sweepstakes, Contests, Pr • Display• Social CRM - (BazaarVoice) omotions, Training, Comm • Social Monitoring, Measurem unity • B2B CRM (Salesforce) • Twitter ent, Engagement • Custom Facebook • Loyalty and Community (Tweets/handles/• Thought Leadership Applications: building (Pluck, Lithium) hashtags) Marketing • Photo/Video Contests • Content Curation • Facebook• Event Marketing (Magnify, Curation • Localization (DirectServe, (microblogging, video Station) • Facebook OpenGraph PPL model, others) capture / API integration • Collaborative and cross- • LinkedIn (InMail, publishing, SlideShare) channel marketing • Dynamic live/social Display ads)• SEO media asset (Spredfast, Sprinklr) content display widgets • YouTube development, publishi • Monitoring / Social CRM • Social Media-technology • …More ng, tagging (Radian6, Visible mashups (Crimson• Social Media Identity • Mobile Technologies) Hexagon, Google/Bing Protection Maps, etc) • Geotargeted • Viral tracking / Earned• SM Analytics / Media Measurement • Mobile Applications • In-app Dashboards (Meteor) Development • Cross-channel• Legal (Campaign • Profiling / Retargeting / • Mobile WAP site campaign design design, Rules, Terms & Advocacy modeling enablement and execution conditions) (Rapleaf, Flowtown)
  26. 26. End