Webinar: Can Google+ Help Enterprise Brands?


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Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social.

Google's Blake Landro and Jamie Herther offered exclusive insider advice on the opportunities to use Google+ at scale. Leading social practitioners from Groupon and Intel, Ray Popp and Hank Lea, shared reactions, discussing relevant use cases and offering feedback; the Google+ team then provided real-time answers and suggestions.

Watch the full webinar here: http://youtu.be/Vl5NnKsv_O8

Published in: Business, Technology

Webinar: Can Google+ Help Enterprise Brands?

  1. 1. Google Confidential and Proprietary 11Google Confidential and ProprietaryGoogle Confidential and Proprietary#SocialAtScale
  2. 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2#SocialAtScale#SocialAtScaleWEBINAR: Can Google+ Help Enterprise Brands?
  3. 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3#SocialAtScaleGuest SpeakersModeratorsHank LeaWeb Marketing Specialist, Intel CorporationRay PoppHead of Content & Social Media, GrouponBlake LandroLead Social Strategy & Solutions, GoogleJamie HertherGlobal Social Solutions, Sales Lead, GoogleEsteban ContrerasDirector of Strategy, SprinklrJeremy EpsteinVP of Marketing, Sprinklr
  4. 4. Google Confidential and Proprietary 44Google Confidential and ProprietaryGoogle Confidential and ProprietaryGoogle+ and BrandsThe value of Identity, Relationships & Sharing…across the web
  5. 5. Google Confidential and Proprietary 55Google Confidential and Proprietaryhttp://www.youtube.com/watch?v=QgR6Y5nrTdQ
  6. 6. Google Confidential and Proprietary 66Google Confidential and ProprietaryJun Jul Oct Jan 2012 Apr Jun Sep Jan 2013 MayMarA global community, with growing engagement190MMonthly active users onGoogle+390MTaking social actionsacross Google
  7. 7. Google Confidential and Proprietary 77Google Confidential and ProprietaryIdentityRelationshipsSharing and Recommendations
  8. 8. Google Confidential and Proprietary 88Google Confidential and ProprietarySearch Video Mobile Display Offers Local+People +Relationships +Sharing +RecommendationsGoogle+ aims to make all of your Google experiences better
  9. 9. Google Confidential and Proprietary 99Google Confidential and ProprietaryHow is Google+ creating value for businesses?DeeperengagementMeasurableimpactBetterDiscoveryMarketingperformanceacross the web
  10. 10. Google Confidential and Proprietary 1010Google Confidential and ProprietarySocially inspiredbrand awarenessBetterDiscovery
  11. 11. Google Confidential and Proprietary 1111Google Confidential and ProprietaryGoogle+ enables brand discoverabilityGoogle+ Posts in SearchYour followers may see content you’ve posted on yourPage when it’s relevant to their search termsSurfacing your Google+ PageUsers can click through to your Page, right fromthe search results pageReal-time contentIf you post frequently onGoogle+, users may seeyour most recent post rightin searchBetterDiscovery
  12. 12. Google Confidential and Proprietary 1212Google Confidential and ProprietaryBetterDiscovery
  13. 13. Google Confidential and Proprietary 1313Google Confidential and ProprietarySurfacing Google+ posts on the go, exactly when you need it
  14. 14. Google Confidential and Proprietary 1414Google Confidential and ProprietaryBetterDiscoverySharing videos in Google+, drives social discovery in YouTube
  15. 15. Google Confidential and Proprietary 1515Google Confidential and ProprietaryDeeperengagement A new breed of brandengagement
  16. 16. Google Confidential and Proprietary 1616Google Confidential and ProprietaryTopshop leverages Google+ to transform the fashion showProgram included HOAs featuring the Topshop Model Cam, backstage events &interviews with models & designers, and a special G+ photo booth at the flagship store- 7,500 live views of the red carpethangout- 4M video views across platforms(social and owned)- 300K new Google+ followers in 2weeks- G+ posts viewed 400K times- 600+ animated photos from G+ photobooth at Topshop’s flagship storeResults
  17. 17. Google Confidential and Proprietary 1717Google Confidential and ProprietaryHangout Applications let brands customize any experienceto be more socialDeeperEngagementToyota Collaborator Hangout App:• Build your dream car with your friends• Go on a test drive• Ask a Toyota salesman questionsPenguin Storytime Hangout App:• Read a bedtime story with your kidsregardless of where you are• Act out the story together live• Use your webcam to become thecharacters
  18. 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18Communities: Connecting people around passionsCadbury’s first Google+ community attracts 20,000 fans in less thanthree monthsGoals• Build a network around cakes and baking• Drive deep engagement through recipesApproach• Launched inaugural community• Obtained valuable user-generated content• Cross-promoted community in main G+ page• Posted links on other social networks to recipesResults• One of the top 100 communities on G+• Over 20,000 members• Over 2,500 recipes posted• 20 interactions per post on averageClientlogoScreenshotDeeperEngagement
  19. 19. Google Confidential and Proprietary 1919Google Confidential and ProprietaryGoogle Confidential and Proprietary
  20. 20. Google Confidential and Proprietary 2020Google Confidential and ProprietaryAds are getting morerelevant, and performingbetterMarketingperformanceacross the web
  21. 21. Google Confidential and Proprietary 2121Google Confidential and ProprietaryBy upgrading to enhanced campaigns and managing an active Google+Page, social recommendations will automatically surface when relevantSource: Google Internal DataSocial recommendations can improve ad performance, andare now easier with Enhanced CampaignsAcrossTheWeb5-10%average search ad CTR uplift from socialannotations
  22. 22. Google Confidential and Proprietary 2222Google Confidential and Proprietary91%lift in conversion rate fornon- brand auto termswhen social annotationsare present on adsBetter yet, in the Automotive sector, shoppers exposed to theserecommendations may be more likely to convert on-siteSource: Google/Compete Google+ & Auto Industry Study, October 2012.AcrossTheWeb
  23. 23. Google Confidential and Proprietary 2323Google Confidential and ProprietaryMeasurableimpactSee the impact of social onyour business objectives
  24. 24. Google Confidential and Proprietary 2424Google Confidential and Proprietary20,358 ($113,037.50)Conversions11,003 ($48,762.25)Assisted Social Conversions2,375 ($8,687.00)Last Interaction Social ConversionsSocial Reports in Google Analytics: Tie real dollaramounts to your social marketingMeasurableImpact
  25. 25. Google Confidential and Proprietary 2525Google Confidential and ProprietarySocialMeasurabilityG+ Ripples illustrate earned media, surface brand advocates
  26. 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26Measurethe impact• Review CTRimpact of SocialAnnotations inAdWords• Experiment withsocial reports inGoogle AnalyticsBediscovered• Establish brandidentity with your+page• Add the Google+badge to your site• Post rich contenton a regular basisDriveperformanceacross theweb• Enable socialextensions to drivesearch adperformance• 5-10% lift in CTRwhen socialannotations appear inadsCreate morepersonalengagement• Use Hangouts onAir to broadcast aconversation• Create a HangoutApp to make yourbrand experiencesmore socialMaking the most of Google+
  27. 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27#SocialAtScaleSOCIALSTATETHOUGHTS, STATS ANDSTORIES ABOUT THE STATEOF SOCIAL MEDIA IN 2013Esteban ContrerasDirector of Strategy at SprinklrAuthor