The idea is to sell the value of Google+ to brands using a channel they are already invested in, YouTube.

1. So, You’re Client is
Big into YouTube…
They Should Be Using Google+ Too

2. Why Should Your Client Invest in
Google+
• Google+ has been developed as an
infrastructure to the majority of Google products.
If you’re client cares about their presence on
Google  Google+.
• Those who use Google+ tend to be highly
engaged.
• Effect on personalized search results.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 2

3. Why there isn’t buy-in for Google+?
• Misconception of Google+ as a “ghost town”.
• They feel time is better invested on other social
networks, like Facebook or Twitter, with a
broader reach.
• They don’t believe they have an audience on
Google+.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 3

4. Chances are, your client is invested in
YouTube…
Less likely, your client is on, or actively using,
Google+
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 4

5. COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 5
+

6. YouTube Comments Are Google+ Comments
• On November 6th 2013, the YouTube comment
system was replaced by a new, Google+
powered comment system.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 6

7. Now, everyone who
comments on YouTube is
required to have a Google+
account!
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 7

8. This is our opportunity! Seize it.
The integration between Google+ and YouTube is
a great way to garner client buy-in…
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 8

9. When you add a comment…
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 9

10. Into comments? Desire social proof?
Now, there’s more than one source for YouTube
comments…
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 10

11. Let’s Utilized the YouTube Comment System
• These commenters also have Google+
accounts.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 11

12. YouTube profiles indicated Google+ accounts
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 12

13. Your Brand Puts Up a New YouTube Video…
Their subscribers may or may not see the video…
1. Maintain a list of YouTubers in a Google+
Circle.
– Chances are that they will Circle you back,
especially since you are a big brand. Make note of
any big Google+ users or influencers.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 13

14. Your Brand Puts Up a New YouTube Video…
2. Create a post on Google+ with the YouTube
video
– If possible +Mention in the post any influencers.
– Share to Public, but also put specific names and
your YouTubers circle in the “To” field.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 14

15. Your Brand Puts Up a New YouTube Video…
3. Those that have followed you back will get an
awesome notification. Since they are already
warm to your brand, chances are they will watch
the new video (time watched is the biggest
YouTube ranking signal).
– They may also comment, which will appear on YouTube.
Social proof baby!
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 15

16. Brands be like, Google+…
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 16

17. A quick note about the comment system
We take into account everything from social proximity, to
general interestingness of person and text, to freshness, so
you won't see a bubble of just your friends and someone's
notion of "important people." And you can also switch to
"newest first" mode and see the raw firehose of everything,
in time order.
- Yonatan Zunger, Google
• We can potentially use the order of comments to
prioritize Google+ sharing.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 17

18. We don’t have to limit ourselves to the
commenters on our brand’s channel
• Wicked (I live in Boston now) search operator
– site:youtube.com/all_comments laundry intitle:house
Videos with House in the title, with the commenter talking
about laundry—maybe someone to target for a brand like
Tide.
COPYRIGHT 2014 CATALYST. ALL RIGHTS RESERVED. MAY 30, 2014 | PAGE 18

19. Thank You!
paul.shapiro@catalystsearchmarketing.com
@fighto