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Monétisation des réseaux sociaux - Feweb 26/4/2012 - Google+
- 1. Getting closer to your customers How Google+ can help Julien Blanchez FEWEB - 260412
- 3. It’s hard to truly connect
- 4. The party is only getting bigger 60 hours of video is uploaded to YouTube every minute Internal YouTube data 2012
- 5. And, it’s getting shorter 56% of DVR owners fast forward through commercials Nielsen 2010
- 6. 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
- 7. How do you cutthrough and truly connect?
- 8. Buildrelationships with the a world’s largest audience.
- 11. Social is a core human behavior, not a destination.
- 12. Messages are impersonal Comments are not conversations Recommendations lack staying power Marketing is fragmented
- 13. What if you could share the right content with the right people?
- 14. How was your trip? My mom The guys Larry Internal Google Data 2011
- 15. What if you could have real conversations with your customers?
- 16. Hangouts Real conversations with the right customers
- 17. Hangouts with extras Share your screen for customer service
- 18. What if we surfaced recommendations when they mattered most?
- 19. Recommendations Influence Purchases 71% 84% Say reviews from Use online sources family members or when deciding what friends influence to buy purchase decisions Harris Interactive 2010 Google research study 2011
- 20. +1 Button Stand out on Google search with recommendations when you need them Android Phone | BestBuy.com www.bestbuy.com Save Instantly On Android With No Mail Rebates at BestBuy! Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this
- 21. , , ,
- 22. Problem: Marketing is fragmented Econsultancy 2010
- 23. What if you had social elements in all your efforts?
- 24. Google+ Page Your identity on Google
- 25. Connect all your +1’s search across the web Google+ sites page +Android mobile display video
- 26. Messages are impersonal Comments are not conversations Recommendations lack staying power Marketing is fragmented
- 27. Google+ as a common thread, not another channel Search Video Mobile Display Offers Local Site
- 28. The largest audience in the world Google+ as a common thread, not another channel 800M unique visitors to YouTube per month Over 1 billion 100K mobile searchers per day websites and apps 92% reach (US) for the 5 billion +1 buttons Google Display Network per day
- 29. Buildrelationships with the a world’s largest audience.
Editor's Notes
- Intro My name is __________, and I work on _______ for Google. As we’ve looked at how brands connect to people, we’ve realized that there are many parallels with how we connect as people.
- It’s hard to connect I started thinking after I went to a party on Friday night. I spoke to 10 different people for 2 minutes each. I didn’t really connect with anyone at it. It’s really difficult to really connect. There are so many people talking; too quickly, too loudly and too often. We get so caught up in the excitement then often forget to really connect. Today's marketing world is no different: As consumers, we are bombarded with so much information that comes too quickly and often the content we receive isn't relevant enough for us to care or share. There are some big lessons for us, as brands if we really want to cut through
- The Party is only getting bigger First let’s recognize that the party is only getting bigger. The number of people we engage with is increasing along with the amount of information we’re sharing with them. Each day there is an ever increasing amount of information online. On YouTube alone there are now 60 hours of new video uploaded every minute. It's information overload and its increasing. The party isn’t going to quiet down any time soon.
- And, it’s getting shorter. Second, the party is only getting shorter. We have less time to connect. The ubiquity and ease of access to quick communication only fed our need for speed. And as result users have more choice. They can fast forward through your commercials, skip your online ads, and chose whether to click. Only the immediate, the relevant and the valuable cut through.
- BUT,If you do connect, the benefits have never been greater Winning isn’t about talking louder or more often. That will never be enough. You need to really connect with your customers. Think about the best conversations you’ve had recently. They are the ones that are two-sided, where people are really listening to each other and excitedto share new experiences and valuable content. Being social savvy in today’s market is about creating the same type of value for your customers. When you do cut through, you have the power to influence the world in ways that you never had before. Think about this. 77% of brand content is created by consumers. This just shows that when people feel connected to brands they love, they are more than happy to join the conversation and share. And this advocacy drives your bottom line. Personal recommendations are the most trusted source of product info - 90% of people trust them. We all know this is true. We trust our friends. And, people are increasingly looking for these recommendations online.
- How do you cut through? So...how DO you cut through the noise and tap this potential? How do you capture your customer's attention? How can you retain the intimacy and immediacy needed to inspire your consumers to communicate and connect on your behalf?
- Relationships with the world’s largest audience What we are doing with Google+ has the potential to change how people connect with brands. We want to enable new ways for you to cut through and build lasting relationships with our entire audience - all the people who come to Google, YouTube and all of our sites everyday.
- What is Google+? So, what exactly is Google+? Google+ is much more than another social destination.
- It takes all the Google products that you use and allows you to add the power of identity, relationships and sharing. You give Google the ability to make everything that you do with us even better.
- Social is a core human behavior, not a destination Social isn’t a destination, somewhere we go; it’s something we are. It’s part of our DNA and our core human behavior, to build relationships with our friends, family and people. That’s why Google+ has been designed to let relationships play a role in your campaigns, and can ultimately improve the performance of your campaigns across across all of our products.
- What we’ve heard Social posts are impersonal Comments aren't conversations Recommendations lack staying power Marketing is fragmented Let’s dive deeper into each of these.
- What if? What if you could share the right content with the people who would care most about it.
- Sharing on the web right now is awkward. Sharing on the web is awkward because it doesn’t capture the nuances of people’s relationships - we share different parts of ourselves with different people. For example, I just got back from San Francisco. My answer to “How was my trip?” is going to change based on who is asking. For my mom, I’ll talk about the great dinner I had with my friend Jon. With my friends, I’ll talk about the night out with one too many cocktails. And, with Larry - it will all be about the great presentation I had. Circles brings this same nuanced sharing to the web, so I can share exactly how I want to. And, people are using them - people are sharing 2 - 3x more with Circles than they are publically.
- What if? As a business, what if you could have real conversations with your customers? Nothing beats face-to-face interaction. Hangouts allow you to have real conversations with your customers across the globe anytime you want to, with group video chat. Create a video on YouTube? Hold a hangout and watch it live with your customers.
- Brands are using Hangouts in really interesting ways We are seeing brands use this in really exciting ways. For example, Macy’s had a hangout where they invited customers to ask questions to fashion bloggers. And, Samsung has been using Hangouts as a customer service tool.
- What if? What if, you could get recommendations when you were actually searching for them?
- Recommendations Influence Purchases First, we know how powerful personal recommendations are for businesses. Recommendations are the most trusted source of product info. 71% say that recommendations from friends and family affect purchase decisions. We all know this is true. We trust our friends. And, today we look online when deciding when to buy. 84% of people use online sources before making a purchase decision.
- +1 button, recommendations when you need them Enter +1 button, which shows recommendations when people need them most. For example, wouldn’t it be great if I could have searched on Google for Italian restaurants in NYC and seen my friends recommendations there. In that sense, the +1 button really works for you. We launched the +1 button in March, taking our core competency, search, and made it personal.
- The +1 button has become the fastest growing social sharing widget in history. As a result, the +1 button is being used by brands and businesses across the globe. The button now appears over 5B times per day across over 1M sites across the web. Nexus, Dell, Nordstrom, Best Buy, Pepsi, and many more have already begun earning +1s.
- Problem: Marketing is fragmented Social is a core human behavior, not a destination, yet social marketing is treated as a separate channel that is not connected to the rest of your online marketing. Less than 25% of marketers integrate social into their search or display campaigns. This limits the power of what you are doing in social
- What if: You had social elements in all your efforts?What if you could bring recommendations, identity and sharing to all your marketing activities? With Google+, we are taking social marketing outside the four walls of any particular destination with the aim of improving all the marketing you are already doing. Let’s take a look at how this works.
- Google+ Page: Your Brand’s Identity on GoogleAt the heart of Google+ for your business is your Google+ page. This is your brand’s identity on Google.
- Beforethe introduction of Pages, users were only able to recommend your individual web pages or ads. There was no way to recommend your brand as a whole. But today, we are beginning the process of centralizing all the recommendations -- which we call +1’s -- your business receives with Google. All your +1’s -- on your ads, search results, web pages, and Google+ Page - will be combined into one number. This mean that +1’s live beyond any one campaign. Your Page is an extension of your brand’s identity on the web. This allows you to extend the reach of your brand’s recommendations to all of the people come to Google everyday.Google+ for business is about more than just a single site. It’s about making the web social. In search, on your site, on mobile, in your ads Google+ plugs in seamlessly to bring social everywhere. For example, let’s say your friend Elaine used the +1 button to recommend a page on a travel site she saw on Google Search. When you’re online and signed in to your Google account, you might see Elaine’s +1 on a Google search result when you’re looking for discount flights, on the travel site itself when you’re shopping for fares, or on a display ad for that travel site when you’re researching destinations. Seeing Elaine’s +1 let’s you know that it’s something she trusts and recommends, which can help you make a more informed choice.
- In summary So, we’ve identified five key ways brands connecting today can be improved: Circles let you target your messages to the right peopleHangouts helps you move from comments to real conversations with your customers The +1 button helps your business be recommended when it matters most, which can improve the performance of your ads. Your Google+ Page helps you have a single identity for your brand that unifies your online marketing.
- Google+ is a Common Thread, Not Another Channel Ultimately, we are creating an ecosystem that unifies all the marketing you do with Google and make it more powerful with the power of recommendations and relationships. We are doing these
- The largest audience in the world This means that the relationships you build on Google+ can reach the over 1 billion people who come to search on Google everyday... the 800 unique visitors to YouTube every month, the 92% of people in the US who see ads on the Google Display Network, and the people who visit the 100K mobile sites and apps with our mobile ads.
- All of Google, not the 40 M on Google+ As you can see, Google+ allows you to extend the reach of your brand’srelationships beyond the 40M who come to Google+, to all the people who come to Google search everyday.
- The Impossible, possible Platforms change people don't. Social is a core behavior not a destination. That why the key to cutting through is embedding easy access social into everything you do; helping each other create and connect the world around your brand like never before. We can connect in exciting, creative ways that we couldn’t even dream of just a few years ago. We want to help you achieve even greater successes. We want to enable you to embracethe power of digital to create magic moments, connect with your audience and do what you’ve always done - but better. In 5 years, we'll look back at the Google today and we'll say, "remember when we used to search and we didn't see friends' faces and we didn't connect with brands on a personal level? remember the plain vanilla Google?" At Google, we're committed in the next weeks, months and years to help you connect to customers and fans by adding the power of relationships and sharing to all of our products. We really hope you join us.