Today I did a webinar for Bulldog Reporter/PR University titled "Google+ for PR: Mastering Google+ Pages and Hangouts—Best Bets for Brands in 2013" and while I was indeed sharing the stage with the amazing Stephanie Scott, Katie Morse, Danielle Brigida, and Brian Pittman, this is just my part of the presentation without any edits or changes or cuts -- so you're welcome to enjoy just my part of it, wherein I talk about the three types of Google+ for Brands adopters: Hot & Heavies, Afterthoughts, and Zombie Ghost Towns. I hope you enjoy this, learn loads, and ask me tons of questions.
Investment in digital channels has increased considerably in recent years but brands are still leaving money on the table.
By being more observant and responsive to consumer needs and desires, brands can build far greater engagement that will influence purchasing behavior and return a positive ROI.
Today’s digital tools give spirits brands the opportunity to observe and leverage consumer behavior like never before. But to do so effectively requires a radical shift in digital marketing. This paper explains how factors specific to the spirits category have led even the most digitally progressive brands to leave marketing money on the table.
It also points to how
spirits brands can
boost the effectiveness
of their initiatives; moving
from a primarily executional approach, dictated by brand priorities, to harnessing a strategic digital approach responsive to consumer behavior.
"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".
A Social Playbook for Marketing Events - Event Camp 2010 KeynoteDavid Berkowitz
They keynote at the Event Camp 2010 conference in New York City, it covers social media marketing for event planners, including lessons organizers can learn from other marketers. It focuses on developing a strategy for social media, along with top trends such as mobile social networking, social metrics, augmented reality, and facebook connect.
Rethinking mobile for brands- Planningness 2010Avin Narasimhan
Presentation I gave along with @chroma at Planningness 2010 in Denver.
Mobile is the latest in a constant stream of buzzwords swirling around the marketing world these days. "How do we extend our idea into mobile" is a phrase we've all heard all too often. While some brands have found success, by and large, most struggle to develop interesting mobile experiences for people. This session explored some of the reasons why that may be, and some ways we can start to rethink the challenge.
Serving clients for nearly 20 years emphasising
ON DESIGN, DEVELOPMENT AND MARKETING
A creative digital agency working
with clients to create
EFFECTIVE AND INNOVATIVE DIGITAL ASSETS
Specializing in:
STRATEGY, CREATIVITY, SOCIAL MEDIA,
MOBILE MARKETING & PERFORMANCE OPTIMIZATION
Clients include:
VOLKSWAGEN, ZURICH, CARREFOUR, SAMSUNG, AUDI, COCA-COLA,
BANELCO Y PAGO MIS CUENTAS, SEAT, BANCO MACRO, DISNEY
Investment in digital channels has increased considerably in recent years but brands are still leaving money on the table.
By being more observant and responsive to consumer needs and desires, brands can build far greater engagement that will influence purchasing behavior and return a positive ROI.
Today’s digital tools give spirits brands the opportunity to observe and leverage consumer behavior like never before. But to do so effectively requires a radical shift in digital marketing. This paper explains how factors specific to the spirits category have led even the most digitally progressive brands to leave marketing money on the table.
It also points to how
spirits brands can
boost the effectiveness
of their initiatives; moving
from a primarily executional approach, dictated by brand priorities, to harnessing a strategic digital approach responsive to consumer behavior.
"Today we are witnessing the transition into a world almost entirely digital. For the advertising business, digital technology comes with a powerful promise, the ability to reach exactly the right audience, at exactly the right time and place, with exactly the right message. But what about permission, relevance and engagement? Discover how paper can be key in the current media [r]evolution".
A Social Playbook for Marketing Events - Event Camp 2010 KeynoteDavid Berkowitz
They keynote at the Event Camp 2010 conference in New York City, it covers social media marketing for event planners, including lessons organizers can learn from other marketers. It focuses on developing a strategy for social media, along with top trends such as mobile social networking, social metrics, augmented reality, and facebook connect.
Rethinking mobile for brands- Planningness 2010Avin Narasimhan
Presentation I gave along with @chroma at Planningness 2010 in Denver.
Mobile is the latest in a constant stream of buzzwords swirling around the marketing world these days. "How do we extend our idea into mobile" is a phrase we've all heard all too often. While some brands have found success, by and large, most struggle to develop interesting mobile experiences for people. This session explored some of the reasons why that may be, and some ways we can start to rethink the challenge.
Serving clients for nearly 20 years emphasising
ON DESIGN, DEVELOPMENT AND MARKETING
A creative digital agency working
with clients to create
EFFECTIVE AND INNOVATIVE DIGITAL ASSETS
Specializing in:
STRATEGY, CREATIVITY, SOCIAL MEDIA,
MOBILE MARKETING & PERFORMANCE OPTIMIZATION
Clients include:
VOLKSWAGEN, ZURICH, CARREFOUR, SAMSUNG, AUDI, COCA-COLA,
BANELCO Y PAGO MIS CUENTAS, SEAT, BANCO MACRO, DISNEY
Method of Branding your company through Internet with a network of branding sites on strategic keywords.
For more information: info@tijba.nl
www.tijba.nl
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Micro-Influencer-Marketing Guest Lecture at Georgetown University November 2,...Gerris
My Micro-Influencer Marketing is 1% Inspiration, 99% Perspiration, guest lecture that I do for Professor Shashi Bellamkonda's class, XCPD-732 Social, Mobile and Search Marketing at the Georgetown University School of Continuing Studies. This guest lecture is on November 2, 2019, 10:30AM.
Micro-Influencer Marketing is 1% Inspiration, 99% PerspirationGerris
Guest lecture for Professor Shashi Bellamkonda for his Social, Mobile and Search Marketing (XCPD-732) course for Georgetown University School of Continuing Studies on Saturday, 6 April, 2019, at 10:30 AM.
More Related Content
Similar to Google+ for Brands Best in Show Webinar
Method of Branding your company through Internet with a network of branding sites on strategic keywords.
For more information: info@tijba.nl
www.tijba.nl
Are you busy or indispensible? Meaningful communications strategies in the di...Lars Voedisch
(Re-)Defining the role of PR: Integrating Communications with Your Business Strategy;
Determining the business value of social media PR and how to persuade management buy-in;
Creating impact: Are you busy or indispensible for your company?;
The future of PR: Current trends and challenges PR practitioners should be aware of
Micro-Influencer-Marketing Guest Lecture at Georgetown University November 2,...Gerris
My Micro-Influencer Marketing is 1% Inspiration, 99% Perspiration, guest lecture that I do for Professor Shashi Bellamkonda's class, XCPD-732 Social, Mobile and Search Marketing at the Georgetown University School of Continuing Studies. This guest lecture is on November 2, 2019, 10:30AM.
Micro-Influencer Marketing is 1% Inspiration, 99% PerspirationGerris
Guest lecture for Professor Shashi Bellamkonda for his Social, Mobile and Search Marketing (XCPD-732) course for Georgetown University School of Continuing Studies on Saturday, 6 April, 2019, at 10:30 AM.
Influencer Marketing is One Percent Inspiration, Ninety Nine Percent Perspira...Gerris
This is a presentation I am giving to the Elements of Communications Planning class at Georgetown a fun-filled presentation about earned media influencer marketing.
How to Use Influencer Marketing To Promote Your Book Gerris
Basically, how I earn shout outs for my publishing clients by Chris Abraham. Topic: Content Marketing. Description: As publishers abandon their authors in droves and as more writers take to self-publishing, there’s a need for taking up the slack and getting things done on your own. Chris Abraham will walk you through how he does it for his publishing clients.
This is being presented streaming delayed live on 28 April, 2015 for the 2015 Outreach Marketing Summit hosted by GroupHigh -- it's free to attend and I, Chris Abraham, will be live tweeting and engaging while this pre-recorded video is presented. Register here for free: http://bit.ly/virSum415
Chris Abraham will offer you step-by-step advice on how to openly and honestly manage your brand and reputation on Wikipedia while providing you with best practices that will keep you out trouble.
Digital and Online Reputation Management by Chris Abraham of Gerris for The S...Gerris
We invite you to join us online to learn about digital and online reputation management. December 19th, 2014 1pm - 2pm EST
Online reputation management (ORM) is the practice of making people and businesses look their best on the Internet. To accomplish that, people need to control their online search results because they frequently contain inaccurate, misleading, or outdated material which can adversely influence how web searchers view them. Online reputation management is akin to defensive SEO.
Presenter: Chris Abraham
Chris Abraham is Gerris digital's founder and principal consultant. Gerris is a full-service digital strategy firm that reaches deeper into the conversation than any other agency anywhere. Gerris digital offers Internet and digital strategy consulting services. Gerris reaches deeper into the conversation online than any other agency anywhere. Chris is a leading expert in digital: search engine optimization (SEO), online relationship management (ORM), Internet privacy, and online public relations with a focus on blogger outreach, blogger engagement, and Internet crisis response and brings these skills and the skills of his partners, associates, and staff to Gerris.
Have questions about Digital and Online Reputation Management? Contact The Social Media Monthly
This isn't the official Gerris capabilities deck but a preliminary draft. I call it the Kitchen Sink capabilities deck because I brainstormed everything Gerris is capable of into one very long deck that emcompasses everything, including the kitchen sink.
Clickagy is a programmatic ad buying platform built around proprietary targeting intelligence, adapting in real-time to fluctuations in market conditions and unique campaign data.
Mizuno Running Mezamashii Long Tail Blogger Outreach Case StudyGerris
A Blogger Outreach Case Study: How I Activated Hundreds of Bloggers for Mizuno Running A step-by-step walk through of a campaign that Sally Falkow and I did for Mizuno Running. See what we did to engage and activate hundreds of bloggers, from the top 100 running bloggers down the every single blogger who self-identified with being a Runner. Chris Abraham has been doing blogger outreach and influencer engagement campaigns for top global brands since 2003, including Mizuno, Alzheimer’s Association, Kimberly-Clark Health Care, Sage Software, Smucker’s, US Olympic Committee, Sharp, Snapple, and others. Chris is currently Principal Consultant of Gerris Corp. Gerris offers its clientscomprehensive online conversation marketing campaigns
Influencer Outreach is the New Link Building SEOGerris
When it comes to long-tail blogger outreach -- and influencer outreach in general -- I am all about the earned media mentions as a tool for PR; however, there's also a powerful SEO benefit on Google Search, a benefit that is still very powerful even in a post-Panda, post-Penguin, and Google Authorship world.
The Smart Guide to Working With Bloggers: A Compilation of Expert AdviceGerris
What’s InsideOne of the best ways to apply next level tactics to your own outreach marketing strategy is not to read another post where someone simply outlines steps that you should be doing and tactics you should be applying. Dull right?
This ebook is full of real examples and actionable advice from some of the best and most experienced marketers and communicators when it comes to working strategically with influential bloggers.
Examples Include:
A case study from InStyle Maganzine
Jeff Domansky’s (aka PR Coach) view on influencer relations best practices
Gini Dietrich explains how to PROVE blogger outreach success
And so many more gems that will be sure to help you take your work with bloggers to the next level!
Have you spent all this time and money building the perfect social media and content marketing campaign and now feel all dressed up with nowhere to go? Did you build it and no one came? You must get out there, identify influencers, and engage with them.
Chris talks about earned media marketing: how to get off your duff and get out there online.
Chris Abraham goes through a real case study for Mizuno Running. He shows how his team helped introduce their Mezamashii “brilliant” run project not only to the top runners, athletes, and celebrities, but to all runners. He also tells how to find the right online influencers, bloggers, and the social media savvy.
Media Kit for The Social Media Monthly and The Startup Monthly MagazinesGerris
I am doing sales, promotions, and business development for The Social Media Monthly and The Startup Monthly magazines -- so, please take a look and let me know if you're interested -- you can reach me at chris@thesocialmediamonthly.com and I'll hook you up!
Trust is the New Currency: Innovative Models for Business TransactionsGerris
Six out of ten U.S. consumers study a company’s reputation before buying a product or service, according to the 2013 Harris Poll Reputation Quotient. Reputation is everything with trust-based systems enabled by the Internet replacing traditional currency, such as an ad in the Yellow Pages, a magazine or on a billboard.
Take Amazon, for example, which beat Apple, Google, Walt Disney, and Johnson & Johnson as the most trusted company in the U.S. in the Harris Poll. It remains the leading online retailer with a reputation for security, an endless inventory, and effortless shipping and return. Plus, it has a truly groundbreaking recommendation system. The other top companies have similar strengths, but the emotional bond Amazon builds with its customers when their box arrives seals the deal.
"Trust is the New Currency" Webinar Slides by Chris AbrahamGerris
A selection of slides I put together for the webinar I am going to be participating in tomorrow: Trust is the New Currency: Innovative Models for Business Transactions -- the full description and registration is here: http://bit.ly/trustWebinar-3-11
DESCRIPTION of WEBINAR:
Six out of ten U.S. consumers study a company’s reputation before buying a product or service, according to the 2013 Harris Poll Reputation Quotient. Reputation is everything with trust-based systems enabled by the Internet replacing traditional currency, such as an ad in the Yellow Pages, a magazine or on a billboard.
Take Amazon, for example, which beat Apple, Google, Walt Disney, and Johnson & Johnson as the most trusted company in the U.S. in the Harris Poll. It remains the leading online retailer with a reputation for security, an endless inventory, and effortless shipping and return. Plus, it has a truly groundbreaking recommendation system. The other top companies have similar strengths, but the emotional bond Amazon builds with its customers when their box arrives seals the deal.
If you want to make deposits in your brand bank that build a solid reputation, you shouldn't miss this webinar. Join our panelists and us as we discuss:
-- Building trust with simpler contracts, less transaction complexity, lower costs, and value-added content creation.
-- The benefits of instituting a rating system with your customers.
-- How to shift from controlling your social message to striving to be the best.
-- Putting the client experience ahead of profits.
Identifying & Creating Nonprofit Content and Content StrategyGerris
"Extending the Reach and Influence of Nonprofits with Social Media" presented to the United Way on 4 June, 2013. This is only my portion of the presentation -- there are other presenters. I will add the whole deck when I get their approval.
I put together a case study and exploration of blogger outreach for a webinar I put on for a company yesterday and I thought I would share it here. I might go from calling it Long Tail Blogger Outreach to Deep Blogger Outreach or Deep Content Marketing. Anyway, it was meant to be spoken through so I will do that as well but for now check it out and let me know what you think
Unison is a full-service digital agency that develops integrated solutions by combining anthropological, strategic, creative and technological capabilities to advance our clients’ brands across all relevant touch points.
By combining high-impact media and seamless usability with the latest technology in content management systems, e-commerce, social media and digital mobility, Unison works with nascent as well as well-known international brands to deliver value by creating end-customer experiences that are multifunctional and bridge channels and platforms.
1. Proprietary and Confidential
BIG BRANDS ON GOOGLE+ BUSINESS
(Hot & Heavy, Ghost Town, or Afterthought)
PREPARED FOR: THE BULLDOG REPORTER/PR UNIVERSITY
MARCH 22, 2013
Brand + Digital
3. Proprietary and Confidential
Chris Abraham, Director, Social Media
BIO
Chris Abraham is director of social media at Unison
Agency, a branding and digital agency based in
Georgetown, Washington, DC.
Chris is a leading expert in digital: online reputation
management (ORM), Internet privacy, social media
marketing and digital PR with a focus on blogger
outreach, blogger engagement and Internet crisis
response.
A pioneer in online social networks and publishing, with
a natural facility for anticipating the next big thing, Chris
is an Internet analyst, web strategy consultant and
advisor to the industries’ leading companies. Chris is
based in Arlington, VA.
3
Brand + Digital
6. Proprietary and Confidential
OUR GOAL: BUILDING MEMORABLE EXPERIENCES
Behind every great brand there is a
compelling story. Unique. Inspiring.
Unprecedented. Iconic. Defining.
Enduring.
Unison’s business is getting to the heart of human
behavior and creating compelling stories through user-
centered, integrated experiences. In doing so, our
brands cut through the noise of our information-
overloaded, 21st century lives to create recognition,
stimulate action and build loyalty.
6
Brand + Digital
7. Proprietary and Confidential
AGENCY SNAPSHOT
2003 Founded
3 Offices
6 Industry segments
11+ Languages
25+ Employees
11 Disciplines
35+ Countries
1 Global network
ALLIANCES/PARTNERS GLOBAL EXPERIENCE
Unison serves clients in 35+ countries
across government, not-for-profit, retail,
hospitality, financial services, and energy
sectors.
7
Brand + Digital
8. Proprietary and Confidential
OUR CAPABILITIES
KEY SERVICES
BRAND: What we need customers to think and feel to achieve the goals of a
business at every interaction (decision point) with a brand
PRODUCT/EXPERIENCE DESIGN: How we increase value through innovation
CUSTOMER
EXPERIENCE OMNI-CHANNEL EXPERIENCES: How we engage customers across all channels in
alignment with the brand
CAMPAIGNS & STRATEGIC COMMUNICATIONS: How we drive customers to take
action in alignment with the business goals
8
Brand + Digital
10. Proprietary and Confidential
THREE WAYS GOOGLE+ ARE EMBRACED BY BRANDS
• Hot & Heavy
• Fully-embracing and implementing G+ features
• Keeping content updated and fresh
• Responding quickly to queries
• Afterthought
• Cross-posting content prepared for Facebook
• Auto-posting content via HootSuite
• Not cross-promoting Page (low follower count)
• Zombie Ghost Town
• Hot & heavy initially but inconsistent posting or abandonment
• Squandering hundreds-of-thousands of active followers
• Not updating G+ profile to current look/feel
10
Brand + Digital
23. Proprietary and Confidential
TIPS: HOT & HEAVY DEMANDS SEPARATE AND EQUAL
• Google+ should be a child not a cousin
• Repurposing from Facebook is fine but G+ is separate but equal
• G+ offers hashtags, “+” tagging, galleries, albums
• Promote & cross-promote G+ equally as Twitter & FB
• All the cool kids are doing G+ by hand
• Leading with full-sized images
• Following with short URLs to content
• Adding tags and hashes when needed
• Post every single (week) day (forever)
• Your followers are your friends
• Don’t just preach at them, chat with them!
23
Brand + Digital
27. Proprietary and Confidential
TIPS: AFTERTHOUGHTS MAY BE GOOD-FOR-NOW
• Sometimes some G+ is better than no G+
• Cross-posting or auto-posting is a good start
• While not a community, it may help SEO
• At least your G+ profile isn’t a ghost town
• At least you’re moving forward
• Testing the waters is fine for a while
• HootSuite allows bulk-upload auto-posting
• Cannot use the photo upload + tiny URL strategy
• Cannot “+” tagging strategy to include others
• Auto-posting puts brand page out of mind
• If you don’t tend your garden, it’ll never grow
• Just ask Chauncey Gardiner of Being There
27
Brand + Digital
33. Proprietary and Confidential
TIPS: ZOMBIE GHOST TOWNS HURT MORE THAN HELP
• Squandering hundreds-of-thousands of followers
• Cross-posting or auto-posting is a good start
• Broken windows theory of online community
• The theory states that maintaining and monitoring urban
environments in a well-ordered condition may stop further vandalism
and escalation into more serious.
• A blog, site, or social media profile that is poorly maintained
telegraphs a lack of brand esprit de corps
• Better to take down/delete zombie ghost towns
• Better yet to get the lead out and at least upgrade to making Google+
Brands pages an afterthought
• Visitors respond more to your voice than what you say
33
Brand + Digital
34. Proprietary and Confidential
THANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME:
myTWITTER: @chrisabraham unTWITTER: @UnisonAgency
myFACEBOOK: /chrisabraham unFACEBOOK: /UnisonAgency
myLINKEDIN: /in/chrisabraham unLINKEDIN: /company/unison-agency
myEMAIL: chris@unisonagency.com unEMAIL: chris@unisonagency.com
myBLOG: chrisabraham.com
myG+/Talk: cabraham@gmail.com
Waterfront Center Tribeca Film Center West Coast Office
1010 Wisconsin Avenue, NW 375 Greenwich Street 1035 South Grand Avenue
Suite 405 New York, NY 10013 Los Angeles, CA 90015
Washington, DC 20007 USA USA
USA
212.941.3990 213.744.7900
202.337.7887 212.777.0907 213.744.7901
202.466.6235
Brand + Digital