Google+ aims to integrate social features like profiles, relationships, and sharing across all Google products like Search, Maps, and YouTube to improve the user experience. It has grown to over 500 million users with people spending an average of 12 minutes per day in the Google+ stream. For businesses, being on Google+ can provide benefits like better discovery in search results, deeper engagement through features like Hangouts, and measurable impact through analytics and recommendations. The document provides examples of how different industries like retail, consumer goods, and technology are using Google+ successfully.
2. Google+ aims to make all of your Google experiences better
Search
+People
Video
Mobile
+Relationships
Display
+Sharing
Oļ¬ers
Local
+Recommendations
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3. Google+ aims to make all of your Google experiences
better by adding identity, relationships and sharing to all
of Googleās products.
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4. Searching for your next winter getaway
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5. Using Google Maps to plan your route
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6. Finding the best restaurant for dinner
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7. Are people really using Google+?
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8. A global community, with growing engagement
500M
400M
500M
135M
250M
170M
Google+ Users
30 day stream
actives
Taking social actions
across Google
90M
40M
0
June
10M
July
235M
Spending 12 min/day in the
stream on average
October
January 2012
April
June
September
December
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9. Why is it important for my business to be on
Google+?
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10. How is Google+ creating value for businesses?
Better
Discovery
SEO beneļ¬ts across
search, mobile and
YouTube
Deeper
engagement
Hangouts,
Communities and
Sign-in
Marketing
performance
across the web
Integration of social
recommendations
across paid ads
Measurable
impact
Google Analytics,
Insights and Ripples
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12. Better
Visibility
Google+ enables brand discovery in search
Veriļ¬ed G+ pages can appear on the right hand side of Google.com search results
Surfacing your Google+ Page
Users can click through to your Page, right
from the search results page
Relevant Google+ Posts are surfaced
Your followers may see content youāve posted on your
Page when itās relevant to their search terms
Real-time content appears
If you post frequently on Google+, users may
see your most recent post right in search
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18. Google+ Sign In: Delivering value beyond Google properties
Value for users:
ā¢āÆ Simple and secure sign-in
ā¢āÆ Works across devices
ā¢āÆ Selective, non-spammy sharing
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19. Google+ Sign-In Value for Marketers
Better
Discovery
Deeper
engagement
Relevant
Reach
Measurable
performance
Drive Android
installs
Get more signedin users
Grow your
audience when
users pull friends
to your app
Measure Sign-In
activity
Customize your
app
Optimize
engagement
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22. Across
The Web
Recommendations in search are driving
increased ad performance
avg. search ad CTR uplift
from social annotations
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23. Across
The Web
Better yet, in the Automotive sector, shoppers exposed to
these recommendations are more likely to convert on-site
91%
lift in conversion rate for
non- brand auto terms
when social annotations
are present on ads
Source: Google/Compete Google+ & Auto Industry Study, October 2012.
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25. Measurable
Impact
Social Reports in Google Analytics: Tie real dollar
amounts to your social marketing
20,358 ($113,037.50)
Conversions
11,003 ($48,762.25)
Assisted Social Conversions
2,375 ($8,687.00)
Last Interaction Social Conversions
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27. How do I get started?
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28. 9 steps to a successful Google+ strategy
ENGAGE WITH YOUR COMMUNITY
GROW YOUR FOLLOWER BASE
POST EXCLUSIVE CONTENT
ADD THE G+ BADGE TO YOUR SITE
ASSIGN PAGE MANAGERS
CLAIM YOUR CUSTOM URL
ENABLE SOCIAL EXTENSIONS WITHIN ADWORDS
VERIFY YOUR PAGE
CREATE A GOOGLE+ PAGE
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29. Create a Google+ page
Establish your brand identity across Google
Create a page from
your personal proļ¬le
Add your website,
contact info and
business hours
to the About section
Customize your page
with a proļ¬le and cover
photo
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30. Verify your page
Ensure your oļ¬cial identity across Google
Brands must be veriļ¬ed in order to surface content in Google search, enable social
extensions and claim a custom URL.
How to verify a +page:
ā¢āÆ Internal: go/+verify
ā¢āÆ External:
http://support.google.com/plus/bin/request.py?
hl=en&contact_type=page_veriļ¬cation&rd=1
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31. Enable social extensions within AdWords
Integrate social recommendations to ads to improve marketing performance
Annotations
increase avg.
click through
rate by 5ā10%
Step 1
Step 2
Step 3
Step 4
Click the ad
extensions tab
Choose āsocial
extensionā from
the view dropdown
Click ā+ new
extension
Paste the url
from your Google+
page and save
Sources: Google internal data
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32. Claim your custom URL
Enable simple navigation to your +Page and integrate across initiatives
In order to be eligible a page must be veriļ¬ed, have a complete proļ¬le (proļ¬le photo,
cover photo, about section), be a frequent poster and have a meaningful following.
How to claim a custom URL:
ā¢āÆ Internal: go/customURL
ā¢āÆ External: A custom URL will appear within a pageās account to claim once the page
has been actively posting and grown followers to a suļ¬cient number
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33. Assign page managers
Invite additional people to manage your +page
There is a limit of 50 managers per page, and an individual can manage up to 50 pages.
How to add a manager to your page:
ā¢āÆ Click the drop down menu in the upper right of your page and select Settings
ā¢āÆ Click āmanagersā at the top of the page
ā¢āÆ Enter the email address for the person you want to invite to be a manager and click
āinviteā
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34. What should I post on Google+? How is it
diļ¬erent?
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35. Photo and video posts are the most engaging
Include personalization, such as text commentary, within the post
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36. Host hangouts and share exclusive content
Post at least every 72 hours to enable better visibility on Google.com
ChefHangout.com hosts weekly cooking
classes with chefs from around the world
via Google+ hangouts.
Burberry introduces their
new Spring/Summer beauty
collection via Google+
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37. How do I drive followers?
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38. Cross promote your +Page on your website
Add the Google+ badge and +1 button to your website
Adding the G+ Badge and +1 button is as simple as adding a small
snippet of code.
Check out how you can implement these plug-ins by visiting
https://developers.google.com/+/web
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39. Recruit followers right from your own +Page
Add a call to action in your proļ¬le photo to +1 or follow your page
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40. Promote your +Page across your other platforms
Integrate Google+ within both your online and oļ¬ine media
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41. How do I build a community?
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42. Start your own community based on topics of
interest to your customers and brand
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43. Client
logo
Cadburyās ļ¬rst Google+ community
attracts 20,000 fans in less than
three months
Goals
ā¢āÆ Build a network around cakes and baking
ā¢āÆ Drive deep engagement through recipes
Approach
ā¢āÆ Launched inaugural community
ā¢āÆ Obtained valuable user-generated content
ā¢āÆ Cross-promoted community in main G+ page
ā¢āÆ Posted links on other social networks to recipes
Screenshot
Results
ā¢āÆ One of the top 100 communities on G+
ā¢āÆ Over 20,000 members
ā¢āÆ Over 2,500 recipes posted
ā¢āÆ 20 interactions per post on average
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44. Join the conversations already happening in
existing communities related to your brand
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45. Listen to what your customers are saying ā about
your brand or related topics and issues
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46. Map key inļ¬uencers for your brand or industry
Tap into these brand advocates to grow your follower base
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47. Partner with brand inļ¬uencers to create content
Create programmatic G+ hangouts or events together
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48. How can diļ¬erent areas of my company use
Google+?
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49. Customer Support: Troubleshoot customer
service issues with Google+
Verizon responded to a customer complaint and helped resolve on G+
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50. Human Resources: Recruit new employees via G+
InternMatch hosted a HOA with Facebook, Geico, Saks and Viacom/MTV
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51. Sales: Hold face to face conversations with
customers on Google+
Colonial Automotive Group holds a hangout to chat about an all-new VW
Beetle with an interested customer
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52. Who is doing it best?
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54. Cadbury engages with more
than 2.8 million people
through Google+
Create
ā¢āÆ Used circles to group followers based on
ā¢āÆ
their chocolate preferences
In over 500 posts, Cadburyās Google+
page has registered impressive metrics:
ā¢āÆ Total +1s on posts: 39,759
ā¢āÆ Total shares: 11,243
ā¢āÆ Total comments: 18,182
ā¢āÆ Average comments per post: 34.5
ā¢āÆ Most popular post: 495 comments
and 902 reshares
Share
ā¢āÆ Boosted followers by 150,000 through
hangouts
Promote
ā¢āÆ 10,000 new followers per day through the G+ badge
ā¢āÆ
ā¢āÆ
ā¢āÆ
implementation
17% uplift in campaignsā CTR thanks to social extensions
Increase of 7.5% of traļ¬c from Google URLs
Used Google+ to launch Bubbly bar, achieving 8 Ā£ Sales
Cadbury created a replica
Google+ page from
chocolate and featured this
exclusive content during a
hangout
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55. Starbucks almost doubles
followers in under three
months to reach 1.1M
Build a community
ā¢āÆ Grew followers from 690K to 1.1M from
December 2012 to March 2013
Engage
ā¢āÆ Increased posting to 2-3X per week
ā¢āÆ Primarily posts one nice photo w/
ā¢āÆ
simple line of text
Recent posts all received 500-1K +1ās
and 50-100 reshares each
Promote
ā¢āÆ Implemented social extensions
Learn what works
ā¢āÆ Simple, repeated magic formula posts
ā¢āÆ Authentic, not stock photos
ā¢āÆ Oļ¬ers
ā¢āÆ Posts for special occasions
ā¢āÆ Cute and reshareable posts create
virality
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56. Retail
Best in class examples by industry
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57. Client
logo
H&M reaches over 2M users with engaging
exclusive content
Goal
ā¢āÆ
ā¢āÆ
Use social media to focus on inspiration
Emphasise role as trend-led and up-to-theminute fashion brand
Application
ā¢āÆ
ā¢āÆ
ā¢āÆ
ā¢āÆ
Supplied a steady stream of interactive content
tailored speciļ¬cally to Google+
Extensively used images and video to bring the
clothing and lifestyle to life
Ripples functionality helped to identify inļ¬uencers
and trendsetters
Social extensions integrated social strategy into
search
Screenshot
Results
ā¢āÆ
ā¢āÆ
On average, 11 reshares, 72 +1ās and 22
comments per post
22% CTR uplift in AdWords thanks to social
extensions
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58. Client
logo
Appliances Online forges
meaningful connections and
makes dramatic gains in search
Goals
ā¢āÆ Communicate on another level with customers
ā¢āÆ Improve click-through rate on search
Application
ā¢āÆ Added followers through innovative use of
circles, cross promotion and ripples
ā¢āÆ Engaged users with hangouts and rich media
ā¢āÆ Launched social extensions in AdWords
Screenshot
Results
ā¢āÆ 33% CTR uplift, 8% CPA decrease and 7% CPC
decrease in search with social extensions
ā¢āÆ 300 new Google+ followers per day thanks to
competitions on other social networks where
Google+ badge is featured
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59. Deeper
Engagement
Loweās Geek Your Home community has over 3,100 members
Loweās discusses home technology solutions with their customers
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61. Intel: Increases their search campaigns CTR by 8-10%
Client
logo
Goal
ā¢āÆ To display the power of recommendations that Intel has earned across the web in all their
European markets
Application
ā¢āÆ Intel used social extensions for the ļ¬rst time in Germany and the United Kingdom as part of
Screenshot
its launch campaign for the new UltrabookTM
Results
ā¢āÆ 8-10% CTR uplift in search thanks to social extensions
ā¢āÆ A boost in visitor traļ¬c to its website
ā¢āÆ Following the success in search, Intel has now implemented social extensions across all
their campaigns
Additional
Screenshot
(if needed)
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62. Client
logo
With Google+ Vodafone Egypt
engages customers and boosts
AdWords CTRs by 14%
Goal
ā¢āÆ Interact with community and seek feedback
ā¢āÆ Make gains in terms of SEO
ā¢āÆ Establish premier social media presence
Screenshot
Application
ā¢āÆ Post photos and insert eļ¬ects
ā¢āÆ Post videos to and from YouTube
Results
ā¢āÆ āWe found that Google+ is a very good
opportunity to keep in touch with our users
especially as it includes a lot of exclusive
features like circles and hangouts.ā
ā¢āÆ Increased AdWords CTR by 14% thanks to
social extensions
Additional
Screenshot
(if needed)
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