What Google+ Means for You (Marketers)
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This document discusses how Google+ can benefit marketers by strengthening the relationship between search and social media. It explains that Google+ is focused on building a social web by creating a social layer across Google products. This will allow for a more customized user experience. The document also outlines how content and the +1 social signal on Google+ can help improve natural search performance by becoming active on the platform. It provides best practices for content, community management, and leveraging bought, earned and owned media synergies through Google+.
What Google+ Means for You (Marketers)
- 1. What means for you Alisa Leonard Vice President, Marketing Strategy iCrossing
- 2. The basics…
- 3. Streams – connect with people COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3
- 4. Circles – manage people COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4
- 5. Sparks – discover content COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5
- 6. Hangouts – connect in real-time COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6
- 7. So what does it mean for you?
- 8. Perspective 1 Google+ is not another social destination site Google+ promises to continue to enhance the 2 relationship between search and social Combined with use of +1, Google+ promises to drive 3 greater bought, earned & owned media synergy COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8
- 9. Not another social destination Building a social web COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9
- 10. Laying the foundation for a social web • Focused on creating a social layer – social data that could permeate nearly every Google product • Social identity, content and activities connect across web services– from Google+ to Search and Maps • This means a more customized, user-centric web experience COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10
- 11. The new social CRM – hyper customization CIRCLES ALLOW MARKETERS TO CUSTOMIZE SOCIAL CONTENT TO SPECIFIC AUDIENCE SEGEMENTS COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11
- 12. Search + Social Algorithm + Human Interaction COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12
- 13. The question for marketers: Can you improve your short- and long- term natural search performance by becoming active in Google+? COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13
- 14. The answer: Yes. The backbone of search & social synergy is content & social signals COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14
- 15. Sparks – social content • Similar to most shared stories in LinkedIn, most re- tweeted in Twitter • Tends to rank and display content based on social signal velocity • Users can subscribe to topics at keyword level • Expected to become a signal for web search in the future COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15
- 16. +1 – social signal • The +1 appears to be Google’s primary social signal • +1’s live in Google+, Google Search and now your web site • Aggregated +1’s increase visibility in search & social • Receiving +1’s requires better content and active engagement COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16
- 17. Content best practices • Editorial Insights. Develop a content program based on search and social insights that cater to your target audience (segments) • Customization. Customize editorial programs by Circle segmentation; create multiple editorial calendars that map messaging to audience segment • Ritualized Content. Communities respond best to ritualized content; identify top topics and content formats that receive the most interaction and create recurring content events (e.g. Tuesday Tips ) • Publishing Primetime. Monitor and measure when content posts receive the most interaction and adjust publishing schedule to maximize social signals COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17
- 18. Community management best practices • Balanced Diet. A community must have a balanced diet of content and conversation. Community managers should turn published brand content into consumer-centered conversations • A/B Testing. Just like paid media, content and engagement tactics should be tested, refined and formalized into day to day execution best practices. • Escalation. Establish a clear path for escalation so that no comment goes left unanswered or ignored. Unanswered comments lead to mismanagement and lost opportunities COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18
- 19. Bought, Earned & Owned Synergy An illustration COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19
- 20. The relationship between Google+ and the +1 means that a consumer s social graph could be connected with actions across natural search, paid media, and web content (Let s see what this could look like) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20
- 21. Bought + earned A paid media program using +1 could extend its reach through targeting a user s social graph who +1 d an ad, and capture audiences in a social database (the +Page) for ongoing messaging and engagement beyond the paid campaign COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21
- 22. Amplified earned: search + social All of that brand content and engagement shared through the +Page in turn creates visibility in natural search ( flooding the zone of a SERP with all brand touch points – from site to social) COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22
- 23. Earned + owned • A customer that +1 s content (or a product) broadcasts a recommendation to friends, generating earned media impressions and word-of-mouth • Additionally, that customer may be asked to join the brand's +Page circles (capture for CRM) • Your site content benefits from improved search visibility from social signals COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23
- 24. In summary COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24
- 25. Remember the 3Cs of Google+ Content. Success in Google+ is predicated on quality, 1 frequently published content. Community. Building community is crucial– it impacts brand engagement and how content moves and spreads 2 across the web (including how visible it becomes in search). Customization. Google+ will offer more flexibility and 3 customized brand engagement with specific audiences due to the Circles feature. COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25
- 26. Get started • Get personal. Set up a personal account and familiarize yourself with the platform until +Pages are launched. • Asses your current social media programs. Are your programs centered around content and proper engagement techniques? Are you thinking about your current social programs in a holistic manner with search? • Test & learn. iCrossing s Live Media Studio & SEO teams have developed Google+ best practices and starter programs COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26
- 27. Thank you! Alisa Leonard Alisa.Leonard@icrossing.com @alisamleo “We Build Connected Brands” iCrossing