A Guide to Google +
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Google+ aims to integrate social features like profiles, relationships, and sharing across all Google products like Search, Maps, and YouTube to improve the user experience. It has grown to over 500 million users with people spending an average of 12 minutes per day in the Google+ stream. For businesses, being on Google+ can provide benefits like better discovery in search results, deeper engagement through features like Hangouts, and measurable impact through analytics and recommendations. The document provides examples of how different industries like retail, consumer goods, and technology are using Google+ successfully.
A Guide to Google +
- 1. What is Google+? Google Confidential and Proprietary 1
- 2. Google+ aims to make all of your Google experiences better Search +People Video Mobile +Relationships Display +Sharing Offers Local +Recommendations Google Confidential and Proprietary 2
- 3. Google+ aims to make all of your Google experiences better by adding identity, relationships and sharing to all of Google’s products. Google Confidential and Proprietary 3
- 4. Searching for your next winter getaway Google Confidential and Proprietary 4
- 5. Using Google Maps to plan your route Google Confidential and Proprietary 5
- 6. Finding the best restaurant for dinner Google Confidential and Proprietary 6
- 7. Are people really using Google+? Google Confidential and Proprietary 7
- 8. A global community, with growing engagement 500M 400M 500M 135M 250M 170M Google+ Users 30 day stream actives Taking social actions across Google 90M 40M 0 June 10M July 235M Spending 12 min/day in the stream on average October January 2012 April June September December Google Confidential and Proprietary 8
- 9. Why is it important for my business to be on Google+? Google Confidential and Proprietary 9
- 10. How is Google+ creating value for businesses? Better Discovery SEO benefits across search, mobile and YouTube Deeper engagement Hangouts, Communities and Sign-in Marketing performance across the web Integration of social recommendations across paid ads Measurable impact Google Analytics, Insights and Ripples Google Confidential and Proprietary 10
- 11. Better Discovery Socially inspired brand awareness Google Confidential and Proprietary 11
- 12. Better Visibility Google+ enables brand discovery in search Verified G+ pages can appear on the right hand side of Google.com search results Surfacing your Google+ Page Users can click through to your Page, right from the search results page Relevant Google+ Posts are surfaced Your followers may see content you’ve posted on your Page when it’s relevant to their search terms Real-time content appears If you post frequently on Google+, users may see your most recent post right in search Google Confidential and Proprietary 12
- 13. Better Visibility Surfacing Google+ posts on the go, exactly when you need it Google Confidential and Proprietary 13
- 14. Deeper engagement A new breed of brand engagement Google Confidential and Proprietary 14
- 15. Deeper Engagement Hangouts: More meaningful conversations with your customers Google Confidential and Proprietary 15
- 16. Deeper Engagement Hangout Applications: Customize any brand experience to be more social Google Confidential and Proprietary 16
- 17. Deeper Engagement Communities: Connecting people around passions Brands and people come together and have rich conversations around shared interests Google Confidential and Proprietary 17
- 18. Google+ Sign In: Delivering value beyond Google properties Value for users: • Simple and secure sign-in • Works across devices • Selective, non-spammy sharing Google Confidential and Proprietary 18
- 19. Google+ Sign-In Value for Marketers Better Discovery Deeper engagement Relevant Reach Measurable performance Drive Android installs Get more signedin users Grow your audience when users pull friends to your app Measure Sign-In activity Customize your app Optimize engagement Google Confidential and Proprietary 19
- 20. One-click Android installs when a user signs in to your site Google Confidential and Proprietary 20
- 21. Marketing performance across the web Ads are getting more relevant, and performing better Google Confidential and Proprietary 21
- 22. Across The Web Recommendations in search are driving increased ad performance avg. search ad CTR uplift from social annotations Google Confidential and Proprietary 22
- 23. Across The Web Better yet, in the Automotive sector, shoppers exposed to these recommendations are more likely to convert on-site 91% lift in conversion rate for non- brand auto terms when social annotations are present on ads Source: Google/Compete Google+ & Auto Industry Study, October 2012. Google Confidential and Proprietary 23
- 24. Measurable impact See the impact of social on your business objectives Google Confidential and Proprietary 24
- 25. Measurable Impact Social Reports in Google Analytics: Tie real dollar amounts to your social marketing 20,358 ($113,037.50) Conversions 11,003 ($48,762.25) Assisted Social Conversions 2,375 ($8,687.00) Last Interaction Social Conversions Google Confidential and Proprietary 25
- 26. Social Measurability G+ Ripples illustrate earned media, surface brand advocates Google Confidential and Proprietary 26
- 27. How do I get started? Google Confidential and Proprietary 27
- 28. 9 steps to a successful Google+ strategy ENGAGE WITH YOUR COMMUNITY GROW YOUR FOLLOWER BASE POST EXCLUSIVE CONTENT ADD THE G+ BADGE TO YOUR SITE ASSIGN PAGE MANAGERS CLAIM YOUR CUSTOM URL ENABLE SOCIAL EXTENSIONS WITHIN ADWORDS VERIFY YOUR PAGE CREATE A GOOGLE+ PAGE Google Confidential and Proprietary 28
- 29. Create a Google+ page Establish your brand identity across Google Create a page from your personal profile Add your website, contact info and business hours to the About section Customize your page with a profile and cover photo Google Confidential and Proprietary 29
- 30. Verify your page Ensure your official identity across Google Brands must be verified in order to surface content in Google search, enable social extensions and claim a custom URL. How to verify a +page: • Internal: go/+verify • External: http://support.google.com/plus/bin/request.py? hl=en&contact_type=page_verification&rd=1 Google Confidential and Proprietary 30
- 31. Enable social extensions within AdWords Integrate social recommendations to ads to improve marketing performance Annotations increase avg. click through rate by 5–10% Step 1 Step 2 Step 3 Step 4 Click the ad extensions tab Choose “social extension” from the view dropdown Click “+ new extension Paste the url from your Google+ page and save Sources: Google internal data Google Confidential and Proprietary 31
- 32. Claim your custom URL Enable simple navigation to your +Page and integrate across initiatives In order to be eligible a page must be verified, have a complete profile (profile photo, cover photo, about section), be a frequent poster and have a meaningful following. How to claim a custom URL: • Internal: go/customURL • External: A custom URL will appear within a page’s account to claim once the page has been actively posting and grown followers to a sufficient number Google Confidential and Proprietary 32
- 33. Assign page managers Invite additional people to manage your +page There is a limit of 50 managers per page, and an individual can manage up to 50 pages. How to add a manager to your page: • Click the drop down menu in the upper right of your page and select Settings • Click ‘managers’ at the top of the page • Enter the email address for the person you want to invite to be a manager and click ‘invite’ Google Confidential and Proprietary 33
- 34. What should I post on Google+? How is it different? Google Confidential and Proprietary 34
- 35. Photo and video posts are the most engaging Include personalization, such as text commentary, within the post Google Confidential and Proprietary 35
- 36. Host hangouts and share exclusive content Post at least every 72 hours to enable better visibility on Google.com ChefHangout.com hosts weekly cooking classes with chefs from around the world via Google+ hangouts. Burberry introduces their new Spring/Summer beauty collection via Google+ Google Confidential and Proprietary 36
- 37. How do I drive followers? Google Confidential and Proprietary 37
- 38. Cross promote your +Page on your website Add the Google+ badge and +1 button to your website Adding the G+ Badge and +1 button is as simple as adding a small snippet of code. Check out how you can implement these plug-ins by visiting https://developers.google.com/+/web Google Confidential and Proprietary 38
- 39. Recruit followers right from your own +Page Add a call to action in your profile photo to +1 or follow your page Google Confidential and Proprietary 39
- 40. Promote your +Page across your other platforms Integrate Google+ within both your online and offline media Google Confidential and Proprietary 40
- 41. How do I build a community? Google Confidential and Proprietary 41
- 42. Start your own community based on topics of interest to your customers and brand Google Confidential and Proprietary 42
- 43. Client logo Cadbury’s first Google+ community attracts 20,000 fans in less than three months Goals • Build a network around cakes and baking • Drive deep engagement through recipes Approach • Launched inaugural community • Obtained valuable user-generated content • Cross-promoted community in main G+ page • Posted links on other social networks to recipes Screenshot Results • One of the top 100 communities on G+ • Over 20,000 members • Over 2,500 recipes posted • 20 interactions per post on average Google Confidential and Proprietary 43
- 44. Join the conversations already happening in existing communities related to your brand Google Confidential and Proprietary 44
- 45. Listen to what your customers are saying – about your brand or related topics and issues Google Confidential and Proprietary 45
- 46. Map key influencers for your brand or industry Tap into these brand advocates to grow your follower base Google Confidential and Proprietary 46
- 47. Partner with brand influencers to create content Create programmatic G+ hangouts or events together Google Confidential and Proprietary 47
- 48. How can different areas of my company use Google+? Google Confidential and Proprietary 48
- 49. Customer Support: Troubleshoot customer service issues with Google+ Verizon responded to a customer complaint and helped resolve on G+ Google Confidential and Proprietary 49
- 50. Human Resources: Recruit new employees via G+ InternMatch hosted a HOA with Facebook, Geico, Saks and Viacom/MTV Google Confidential and Proprietary 50
- 51. Sales: Hold face to face conversations with customers on Google+ Colonial Automotive Group holds a hangout to chat about an all-new VW Beetle with an interested customer Google Confidential and Proprietary 51
- 52. Who is doing it best? Google Confidential and Proprietary 52
- 53. Consumer Packaged Goods Best in class examples by industry Google Confidential and Proprietary 53
- 54. Cadbury engages with more than 2.8 million people through Google+ Create • Used circles to group followers based on • their chocolate preferences In over 500 posts, Cadbury’s Google+ page has registered impressive metrics: • Total +1s on posts: 39,759 • Total shares: 11,243 • Total comments: 18,182 • Average comments per post: 34.5 • Most popular post: 495 comments and 902 reshares Share • Boosted followers by 150,000 through hangouts Promote • 10,000 new followers per day through the G+ badge • • • implementation 17% uplift in campaigns’ CTR thanks to social extensions Increase of 7.5% of traffic from Google URLs Used Google+ to launch Bubbly bar, achieving 8 £ Sales Cadbury created a replica Google+ page from chocolate and featured this exclusive content during a hangout Google Confidential and Proprietary 54
- 55. Starbucks almost doubles followers in under three months to reach 1.1M Build a community • Grew followers from 690K to 1.1M from December 2012 to March 2013 Engage • Increased posting to 2-3X per week • Primarily posts one nice photo w/ • simple line of text Recent posts all received 500-1K +1’s and 50-100 reshares each Promote • Implemented social extensions Learn what works • Simple, repeated magic formula posts • Authentic, not stock photos • Offers • Posts for special occasions • Cute and reshareable posts create virality Google Confidential and Proprietary 55
- 56. Retail Best in class examples by industry Google Confidential and Proprietary 56
- 57. Client logo H&M reaches over 2M users with engaging exclusive content Goal • • Use social media to focus on inspiration Emphasise role as trend-led and up-to-theminute fashion brand Application • • • • Supplied a steady stream of interactive content tailored specifically to Google+ Extensively used images and video to bring the clothing and lifestyle to life Ripples functionality helped to identify influencers and trendsetters Social extensions integrated social strategy into search Screenshot Results • • On average, 11 reshares, 72 +1’s and 22 comments per post 22% CTR uplift in AdWords thanks to social extensions Google Confidential and Proprietary 57
- 58. Client logo Appliances Online forges meaningful connections and makes dramatic gains in search Goals • Communicate on another level with customers • Improve click-through rate on search Application • Added followers through innovative use of circles, cross promotion and ripples • Engaged users with hangouts and rich media • Launched social extensions in AdWords Screenshot Results • 33% CTR uplift, 8% CPA decrease and 7% CPC decrease in search with social extensions • 300 new Google+ followers per day thanks to competitions on other social networks where Google+ badge is featured Google Confidential and Proprietary 58
- 59. Deeper Engagement Lowe’s Geek Your Home community has over 3,100 members Lowe’s discusses home technology solutions with their customers Google Confidential and Proprietary 59
- 60. Technology Best in class examples by industry Google Confidential and Proprietary 60
- 61. Intel: Increases their search campaigns CTR by 8-10% Client logo Goal • To display the power of recommendations that Intel has earned across the web in all their European markets Application • Intel used social extensions for the first time in Germany and the United Kingdom as part of Screenshot its launch campaign for the new UltrabookTM Results • 8-10% CTR uplift in search thanks to social extensions • A boost in visitor traffic to its website • Following the success in search, Intel has now implemented social extensions across all their campaigns Additional Screenshot (if needed) Google Confidential and Proprietary 61
- 62. Client logo With Google+ Vodafone Egypt engages customers and boosts AdWords CTRs by 14% Goal • Interact with community and seek feedback • Make gains in terms of SEO • Establish premier social media presence Screenshot Application • Post photos and insert effects • Post videos to and from YouTube Results • “We found that Google+ is a very good opportunity to keep in touch with our users especially as it includes a lot of exclusive features like circles and hangouts.” • Increased AdWords CTR by 14% thanks to social extensions Additional Screenshot (if needed) Google Confidential and Proprietary 62