The document explores Google+ as a significant component of Google's product suite, emphasizing its role as a social network and layer that enhances user interaction and engagement across Google services. It discusses Google+'s unique features, including 'circles,' 'communities,' and 'hangouts,' as well as its influence on search, advertising, and local business visibility. Ultimately, the presentation argues that being active on Google+ can be critical for businesses, particularly those with physical locations, due to ongoing integrations with other Google services.

1. What is Google+
(and why should
we care)?
The 2013 edition
Prepared by:
Adam Vincenzini
October 2013
Title of Presentation

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Outline
1. Presentation focus
2. Some general principles
3. A quick history lesson
4. What is Google+ (and why should we care)?
5. Final thoughts

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Today’s focus

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The focus of today’s presentation
Better understand the role Google+ plays within the Google
product suite and why businesses should care.

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General principles

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Content Community
Conversations
Making social media work
In order for content marketing and social media to work, all three
of these areas must work in unison.

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Guiding principles – a model
Be useful and / or
entertaining
Add value
Be timely Be human
By adding consistent and genuine value, people are more
likely to follow, trust, consider and recommend you.

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A quick history
lesson…

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Understanding the origins of Google+
Structure
From search, to blogs,
to videos...

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Understanding the origins of Google+
Structure
...Android, to Google
Buzz, to +1’s...

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Understanding the origins of Google+
Structure
...G+ Pages, to Communities,
and upgrades.

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What does it all mean?
Google is moving away from being a search engine, powered by an
algorithm, towards being a recommendations engine, powered by
real people.

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Why are they making this move?
Behaviour Technology Privacy Revenue
Google, like any business, is driven by revenue. In order to
maximise revenue, adapting to user behaviour, technology and
privacy concerns are critical.

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What is Google+
(and why should
we care)?

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It is Google’s…
...social layer and social network / destination.
“Places where Google+
adds value to my
broader Google
experience..”
“A place I go to
interact, connect,
stay informed..”

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Another way of looking at it…
Google+ is Google’s social spine
Image via techcrunch.com

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As a social network…
The Google+ features portfolio look similar to that of Facebook
(or Twitter), but the user profile and network DNA are quite
different.
Key Features

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Niche Mass
Technophobe
Tech-Savvy
*Source: Flowtown.com
DNA Comparison - User
?

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Broadcast Dialogue
Lifestyle
Professional
DNA Comparison - Style
?

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Unique Google+ features
The ‘circles’ feature helps you organise your community, making it
easier to share the right content with them.
e.g A VIP Customers Circle

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Unique Google+ features
The ‘communities’ feature gives you a chance to engage with
people who have similar passions to you.
e.g passionate about baking

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Unique Google+ features
The ‘hangouts’ feature is a group online video chat function which
can be extended to be shown live, recorded and published on
YouTube and more.

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As a social network / destination

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As a social network…
Posts
Followers
(circles)
Following
(circles)

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As a social network…
Community
+1 and share
Hashtags
Faces

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As a social network…
Recipes Promotions Products
Cadbury adopts a very familiar social media approach, basing
output around three primary content themes / buckets.

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As a social network…
The key takeouts about Google+ as a social network
are:
•The basic content, community and conversations
principles still apply
•While some features are genuinely different from the
other networks out there, the ‘social network’ element of
Google+ isn’t mind-blowing
But, the way it integrates with the rest of Google’s
products is where it gets interesting

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As a social layer for the Google product suite

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Google+ in search
.
Google is trying harder than ever before to keep users within Google (as
opposed to sending people to 3rd
party sites without paying for it).
Integrating your Google+ profiles gives you the chance to capture that user.
Side panel
results
Follow from side panel result
Latest G+
posts

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Google+ in search
Here’s another example which helps people show how many other
people follow that business on Google+ (which normally
encourages them to like it too).

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Google+ AdWords…
Follows (and +1’s) aim to
encourage greater
interaction with paid
search results.
They attempt to be a
social ‘endorsement’.
This element of the Google+ social layer is very linked to the
Company’s desire to increase revenue from paid search.

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Google and the +1 button
The +1 button serves
two purposes which
‘endorses’ the page by a
human.
Google wants content to succeed because people like it, not because a
smart SEO operator has jammed it with the right keywords..

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Google+ Places / Local
It could be argued, that Google+ is vital for businesses who have a
physical location (e.g. restaurants) as reviews and Google+ page links can
appear in search results if linked.

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Google+ and YouTube
You now need to have a Google+ account to comment on YouTube
videos. Expect more and more integration like this.

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As a social layer…
The key takeouts about Google+ as a social layer are:
•Google has recognised a people-powered web works
to their advantage (to a degree)
•It is using it’s considerable footprint to ‘force’ people
onto Google+ and will continue to find ways to make it
relevant
But, ultimately, business success on Google+ isn’t just down to the
activity that takes on the physical (virtual) network

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Final thoughts

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Final thoughts
• Google+ is both a social networks / destination and
Google’s social layer
• Being active on Google+ is very dependent on the size,
scale and other marketing activity of your business
• If you have a physical location, Google+ is probably
more suited than if you don’t, due to the Google Places /
Local integration
• Google will continue to find ways to make Google+
something that will be difficult to ignore

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About Kamber

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Kamber is a specialist content
marketing and social media
consultancy.
We help clients get the most out of their digital
footprint by planning, producing, publishing and
promoting content people crave.
Kamber.com.au

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We get the balance right
To be successful in the modern media landscape, you
must get the balance right between “always on” and
campaign activity.
We help with both.
“Always on” Creative campaigns
Kamber.com.au

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We follow a proven approach
This process allows for continual improvement and
optimization.
Kamber.com.au

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Our resulting areas of focus
Strategy and
advice
Digital content and
asset production
Social media
conversations
Distribution
and visibility
tools
Monitoring
and analytics
Training and
mentoring
Kamber.com.au

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Adam Vincenzini
Managing Partner
Kamber
M: +61 428 342 323
E: adam@kamber.com.au
Kamber.com.au
Twitter.com/KamberCo
Facebook.com/KamberCo

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Presentation credits
Kamber.com.au
A number of sources were reviewed and referenced as part of this presentation, including:
• MartinShervington.com
• Google+ for Business
• Google for Places
• Google.com/history
• TechCrunch.com
All images were original screen grabs unless otherwise specified.