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What Google+ Means for MarketersA Ford leadership storyScott MontyGlobal Head of Social MediaFord Motor Company
The Ford Google+ Story
Testing…1…2…3...
Connecting can be difficult
The party is only getting bigger   48 hours                                   of video is                                 ...
And, getting shorter   56%                       of DVR owners fast                       forward through                 ...
But…Payoff for connecting    77% 90%has never been greater   of brand content         trust                         is cre...
How do you cutthroughand truly connect?
IdentityRelationships  Sharing
Social is acore human behavior,not a destination.
Challenges within social
Problem: Messages are impersonal
What if you could share theright content with theright people?
How was your trip?My mom    The guys   Jason                             Internal Google Data 2011
CirclesThe right message to the right people                                         Quirky                               ...
Problem: Comments aren’t conversations
What if you could havereal conversationswith your customers?
HangoutsReal conversations with the right customers
Enabling social brand engagementSocial brand video experiences with the click of a button
Hangouts with extrasShare your screen for customer service
Hanging out with the PresidentThe White House experiments with Google+
Problem: Recommendations lack staying powerProblem: Recommendations lack staying power
What if recommendationswere surfaced when theymattered most?
RecommendationsInfluence Purchases71% 84% Say reviews from            Use online sourcesfamily members or            when ...
Search & the +1 ButtonStand out on Google search with recommendations when you need them                  Sandra Robles, K...
,   ,   ,
Problem: Social as yet another channel
What if you hadsocial elementsin all your efforts?
Google+ PageYour identity on Google
Google+ PageYour identity on Google
Cross-channel audience developmentDriving followership to continue the relationship
Connect all your +1’s across the web                     sites       Google+        page                    display       ...
Messages are impersonal    Comments are not conversationsRecommendations lack staying power        Social is yet another c...
Google+ as a common thread,              not another channel         Search            Video           Mobile    Display  ...
How To Get StartedCreate a            Share valuable     Promote yourpage & link it to   content and hold   page with badg...
What Google+ Means for Marketers: A View from Ford's Experience
What Google+ Means for Marketers: A View from Ford's Experience
What Google+ Means for Marketers: A View from Ford's Experience
What Google+ Means for Marketers: A View from Ford's Experience
What Google+ Means for Marketers: A View from Ford's Experience
What Google+ Means for Marketers: A View from Ford's Experience
What Google+ Means for Marketers: A View from Ford's Experience
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What Google+ Means for Marketers: A View from Ford's Experience

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What Google+ Means for Marketers

Published in: Business, Technology
  • Great stuff but why would Anyone share 007 or any Movie with their Staff that would Distract them &; = Money lost a Pic of a White Board with U Training them would be a Very Powerful message showing a Great way 2 use G+ , That would Really show that Point and their faces/reaction's don't match the movie still shot,BUT Great if u said Hang out with Friends I think you are Mixing the message's together NOT Really good Marketing to me it should be Lucid say what it Means & Mean what it Says.but guess I am only Perfectionist left, seams most ppl threo stuff 2gether & long as every one gets it they don't Worry Well I would be if was Promoting the Amazing FORD Brand sorry 2B picky,I do Actually love ALL this info cheers.
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  • Scott thank you so much for sharing the Ford case study - especially since you guys were one of the first businesses to explore Google+ right at the start!
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  • @scottmonty That's what I was hoping you'd say! So simple, yet so effective.
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  • @emilyhaha1 Easy. Just ask your followers what they want.
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  • This is a really useful way to consider how a brand can approach G+ without compromising their other social channels.

    Question: How do you determine which content goes on FB vs G+? I see that you have some overlap between the two, but not that much. How are you determining how to target those two audiences (which probably overlap quite a bit, too)? Thanks!
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What Google+ Means for Marketers: A View from Ford's Experience

  1. What Google+ Means for MarketersA Ford leadership storyScott MontyGlobal Head of Social MediaFord Motor Company
  2. The Ford Google+ Story
  3. Testing…1…2…3...
  4. Connecting can be difficult
  5. The party is only getting bigger 48 hours of video is uploaded to YouTube every minute Internal YouTube data 2011
  6. And, getting shorter 56% of DVR owners fast forward through commercials Nielsen 2010
  7. But…Payoff for connecting 77% 90%has never been greater of brand content trust is created by recommendations consumers from people they know 360i 2009 Nielsen 2009
  8. How do you cutthroughand truly connect?
  9. IdentityRelationships Sharing
  10. Social is acore human behavior,not a destination.
  11. Challenges within social
  12. Problem: Messages are impersonal
  13. What if you could share theright content with theright people?
  14. How was your trip?My mom The guys Jason Internal Google Data 2011
  15. CirclesThe right message to the right people Quirky Comedy Fans 4268
  16. Problem: Comments aren’t conversations
  17. What if you could havereal conversationswith your customers?
  18. HangoutsReal conversations with the right customers
  19. Enabling social brand engagementSocial brand video experiences with the click of a button
  20. Hangouts with extrasShare your screen for customer service
  21. Hanging out with the PresidentThe White House experiments with Google+
  22. Problem: Recommendations lack staying powerProblem: Recommendations lack staying power
  23. What if recommendationswere surfaced when theymattered most?
  24. RecommendationsInfluence Purchases71% 84% Say reviews from Use online sourcesfamily members or when deciding what friends influence to buypurchase decisions Harris Interactive 2010 Google research study 2011
  25. Search & the +1 ButtonStand out on Google search with recommendations when you need them Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this
  26. , , ,
  27. Problem: Social as yet another channel
  28. What if you hadsocial elementsin all your efforts?
  29. Google+ PageYour identity on Google
  30. Google+ PageYour identity on Google
  31. Cross-channel audience developmentDriving followership to continue the relationship
  32. Connect all your +1’s across the web sites Google+ page display +your brand search video mobile
  33. Messages are impersonal Comments are not conversationsRecommendations lack staying power Social is yet another channel
  34. Google+ as a common thread, not another channel Search Video Mobile Display Offers Local Site
  35. How To Get StartedCreate a Share valuable Promote yourpage & link it to content and hold page with badgesyour site and ads Hangouts and offline marketing

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