1. GOOGLE+ PRESENTATİON
_

2. _
ON JULY 7TH,
GOOGLE LAUNCHED GOOGLE+
TO A SMALL GROUP OF TESTERS

3. _
IN LESS THAN 3 WEEKS,
GOOGLE+ ALREADY HAS MORE
THAN 10 MILLION USERS
- Larry Page

4. _
WE’VE BEEN THINKING ABOUT
GOOGLE+ FOR BRANDS AND
HOW IT COULD EVOLVE

5. THE SOCIAL REVOLUTION
_

6. _
ACROSS THE GLOBE,
USERS CHOOSE TO SPEND
THEIR DIGITAL TIME IN SOCIAL
In December 2010, Europeans spent more time on Facebook.com
than on Google sites
– comScore, dec. 2010

7. _
AND DIGITAL AD SPEND HAS
FOLLOWED THEM
“In 2010, social media boosts UK online display by 27.5%”
– IAB, mar. 2011

8. SOCIAL HAS BECOME
A _LUCRATIVE BUSINESS
FOR MANY COMPANIES

9. _
BECAUSE IT BUILDS
MORE ROBUST USER PROFILES
FOR THEM TO LEVERAGE.
“We will record information about your activity — such as posts you
comment on and the other users with whom you interact — in order to
provide you and other users with a better experience on Google services”
– Google+ Privacy Policy

10. _
BETTER PROFILES GIVE
BETTER ADS.
BETTER ADS MEANS
MORE REVENUE
“By plugging Facebook’s social info into its own recommendation algorithm,
Amazon can make even better recommendations; which translates to more
purchases and higher revenue.”
– Business Insider, Feb. 2011

11. _
GOOGLE, HISTORICALLY AHEAD
IN MANY DIGITAL SERVICES, IS
BEHIND IN SOCIAL TECHNOLOGY
While they have tried in the past with services like Wave and Buzz,
they have failed to capture mass attention and usage.

12. _
BUT GOOGLE+ IS ARGUABLY
THE MOST IMPORTANT SERVICE
GOOGLE HAS LAUNCHED
SINCE SEARCH

13. WHAT IS GOOGLE+?
_

14. _
GOOGLE+ IS A SOCIAL NETWORK
Users get a profile, a news stream, the ability to follow topics they are
interested in (Sparks), create groups of friends (Circles), interact with them
through video chat (Hangouts). Relationships on Google+ are asymmetric
(Twitter-like), which means you can follow people who don’t have to follow
you back.

15. _
A user profile with friends list contains information like
education, location, occupation and links.

16. _
A stream, the core part of Google+, is where people share
content and interact with one another. It is the core part of the
social graph.

17. _
Circles allow users to organize contacts into groups and spread
them tailored content (wedding pictures with Friends and Family,
Financial news with Colleagues...) based on what circle they are in.
Interestingly, users cannot see what circles their connections have
placed them in.

18. _
Sparks to follow feeds of things users like. Although still in beta,
sparks pulls in Google News information and will likely improve
over time.

19. _
And hangouts give users the ability to have a video chat with a
maximum of 10 friends at once (Facebook video chat is a call
between two people)

20. WHY IS GOOGLE+
THE LINCHPIN OF GOOGLE’S
_
BUSINESS STRATEGY?

21. _
#1.
USERS’ TIME SPENT
ON GOOGLE+ WILL PROVIDE
GOOGLE WITH MORE DATA
“For Google, everything that happens on the Internet is a complement to its
main business. As people spend more time and do more things online, they
see more ads and they disclose more information about themselves - and
Google rakes in more money.”
– Nicholas Carr, The Shallows, P. 160

22. _
#2.
GOOGLE+ WILL BECOME THE
CORE OF GOOGLE’S SERVICES
“The assumption is that everything will move over to using
the Plus infrastructure over time”
– Eric Schmidt, Google’s chairman

23. _
SEARCH
MAPS
PICASA
GMAIL
YOUTUBE
ADWORDS
ANALYTIC
S
BLOGGER
ANDROID
CHROME
Google+ brings more social into other services,
such as YouTube and Chrome, and will activate social data
across other Google products that millions are already using.

24. _
#3.
GOOGLE HAS ALREADY MADE
A HUGE INVESTMENT IN
THE SUCCESS OF GOOGLE+
“Google+ is not a typical release. Developed under the code name Emerald
Sea, it is the result of a lengthy and urgent effort involving almost all of the
company’s products. Hundreds of engineers were involved in the effort. It
has been a key focus for new CEO Larry Page.”
– Steven Levy, Inside Google+, Wired.com, Jun. 2010

25. _
25 PERCENT OF ALL GOOGLE
EMPLOYEE BONUSES ARE
BASED ON SOCIAL SUCCESS
“According to a leaked memo from Google CEO Larry Page, the company
is making its social efforts a top priority and will reward all employees if
those products are a success — or dock everyone’s bonus if those efforts
fail.”
– Jolie O’Dell, Mashable.com, Apr. 2011

26. WHAT DIFFERENTIATES
_
GOOGLE+ FROM FACEBOOK?

28. _
HISTORICALLY,
FACEBOOK = SOCIAL
GOOGLE = UTILITY
“Facebook's mission is to give people the power to share and make the
world more open and connected” – Facebook.com
“Google’s mission is to organize the world‘s information and make it
universally accessible and useful” – Google.com

29. _
FACEBOOK TARGETS
AN AUDIENCE

30. _
Facebook Advertising gives brands the ability to target an
audience according to demographics, interest, location and
network.
http://www.facebook.com/ads

31. _
GOOGLE TARGETS A NEED

32. _
Google AdWords gives brands the ability to target specific
keywords based on what their customers are searching for.
https://adwords.google.co.uk

33. BOTH RACE TO OFFER
_
THE IDEAL TARGETING EQUATION

34. _
WHAT I
NEED?
WHO AM I?
WHAT AM
I INTERESTED
IN?
WHO ARE MY
FRIENDS,
COLLEAGUES...?
NEED + IDENTITY + INTEREST + NETWORK
= PERFECT TARGETING

35. WITH GOOGLE+,
GOOGLE IS ON ITS WAY TO
_
PROVIDING BRANDS WITH THE
PERFECT DATA SET

36. _
WHAT I
NEED?
WHO AM I?
WHAT AM
I INTERESTED
IN?
WHO ARE MY
FRIENDS,
COLLEAGUES...?
NEED + IDENTITY + INTEREST + NETWORK
= PERFECT TARGETING

37. _
“Google+ is making Google better, and FB's long-term aspirations
are much larger than social networking. Google+ can make Google
stronger which makes it harder for FB to expand their vision.”
– Tom Anderson, MySpace founder, Google+, 7.7.11

38. SO WHAT DO BRANDS
_
NEED TO KNOW?

39. _
FOR STARTERS,
GOOGLE+ IS FOCUSED
ON PEOPLE, NOT BRANDS
“The business experience we are creating should far exceed the consumer
profile in terms of its usefulness to businesses. We just ask for your
patience while we build it”
– Christian Oestlien, Google+ Product Manager

40. BUT BRANDS WILL QUICKLY
BECOME ACTIVE
“We've gotten several thousands of applications to be in the test group
since we opened it up last night (06.07.11)”
– Christian Oestlien, Google+ Product Manager

41. SOME HAVE ALREADY
LAUNCHED PROFILES

43. WHERE COULD GOOGLE+ GO?
7 “WHAT IF’S?” FROM US
_

44. _
#1.
WHAT IF GOOGLE+ ALLOWS
BRANDS TO MANAGE THEIR
AUDIENCE BY CIRCLES?

45. _
At the moment, brands have to manage their communities as one, giant group and
must broadly treat all users in the same way.
With Google+Circles: Brands could spread tailored content to specific groups
(advocates, haters, employees...) to provide tailored experiences.

46. _
#2.
WHAT IF THE +1 BECOMES
A CORE PART OF THE GOOGLE
SEARCH RANKING ALGORITHM?

47. SEO Google+1: The +1 button has already spread across many sites,
allowing site owners to amplify their content. If Google uses +1 as a
core ranking factor in search, most developers would instantly add to
ensure their ranking is maintained.

48. _
#3.
WHAT IF GOOGLE COMBINED
KEYWORD NEED VOLUMES WITH
TARGET INSIGHT DATA?

49. At the moment, Google Adwords allows advertisers to target users
through keywords without ideas about who they are
Google+AdWords: Advertisers could find keywords used by their target
audience and not only target volume, but also demographics as well

50. _
#4.
WHAT IF YOUTUBE IS
COMPLETELY PERSONALISED
TO EACH USER ON ARRIVAL?

51. Google+Youtube: Brands could use users’ information (age,
gender, activity, searches, friends...) to display a tailored content
right when the user arrives to their page.

52. _
#5.
WHAT IF GOOGLE MAPS
SHOWS YOUR FRIENDS’
OPINIONS ON PLACES?

53. Google+Maps: Brands could encourage users to check in using
Google+ to help them curate their results for their friends in the future

54. _
#6.
WHAT IF GMAIL
CONNECTS USERS’ NEEDS
WITH CONTACTS INTERESTS?

55. Google+Gmail: While users are reading their emails, contacts’
interests could be displayed and influence conversations (i.e. ‘We
see you are interested in a new smart phone, your friend shares
the same interest and recently visited this site.)

56. _
#7.
WHAT IF GOOGLE ADWORDS
BECOMES SOCIAL?

57. Google+Adwords: Adwords could use audience’s network to display
ads recommended by friends and improve message impact.

58. GOOGLE+ SEEMS TO BE A
_GREAT OPPORTUNITY FOR
MARKETERS

59. BUT REMEMBER THAT BETTER
DATA FOR BRANDS MAY NOT
MATCH USER PRIVACY
EXPECTATIONS

60. “If Google mines what you do inside its social network to create a
behavioural profile for ads outside of the social network, or use the
profile they’ve created about you outside Google’s walls inside its
social network, Facebook would have good reason to say that it’s
ahead in the social networking privacy battle.
In other respects, however, they are neck-and-neck in unexpected
uses of your data.”
– Google+ vs. Facebook on Privacy, Wired.com, June 28, 2011

61. THANKS FOR READING
_

62. THANKS FOR THEIR INSPIRATION
_

http://www.wired.com/epicenter/2011/06/inside-google-plus-social/

http://www.chrisbrogan.com/ad-free-google-plus-50/

http://mashable.com/2011/07/02/myspace-tom-google/

http://techcrunch.com/2011/07/03/social-studies/?goback=%2Enmp_*1_*1_*1_*1_*1_*1

http://www.slideshare.net/padday/the-real-life-social-network-v2

http://www.wired.com/epicenter/2011/06/google-facebook-privacy/

http://www.slideshare.net/pmereles/comscore-2010-europe-digital-year-in-review-7188105

http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year_in_Review

http://www.wired.co.uk/news/archive/2011-06/29/google-facebook-privacy

Nicholas Carr, The Shallows, 2010

Pictures:

63. ABOUT PUBLICIS MODEM
_
Publicis Modem is a full service digital agency within the Publicis Worldwide
network offering strategy, creative, analytics, user experience, multi-platform (web,
mobile, social, gaming) development, paid media, search, social media and eCRM
services.
With more than 1,500 people deployed across 30 countries around the world,
Publicis Modem is one of the largest and most global digital agencies in the world,
enabling us to serve Fortune 500 brands on a global basis including LG Electronics,
RBS, Visa, Sanofi and General Mills.
We believe in ‘Contagious ideas that change the conversation”, ideas that connect
us as human beings, inspire us to share with others and change our behaviours in
favour of our brands. We then bring these ideas to life through multi-platform brand
experiences, social media programs and customer-relationship management
initiatives that drive brand and revenue growth.