1. RESOURCE INTERACTIVE
RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
Google+ Pages: What it Means for Brands
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2. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
Google+ Pages: Executive Summary
Executive Summary Recommendation
On Monday, November 7th, Google launched Google+ Given the lack of engagement data surrounding Google
Pages, which enables brands, sports teams, +, we believe brands should monitor activity of
organizations, coffee shops, news outlets, bands, customers before taking action. We recommend
products, places—anyone, really—to create an official defining a data-driven test-and-learn plan with the goal
page and connect with their customers, fans & of establishing a clear set of objectives and measures
members. Based on Monday’s major enhancement to for how Google+ integrates into your social marketing
the budding social network, we’re providing the initiatives. We want to ensure that you avoid following
following review of features, potential benefits, and our an onslaught of brands creating pages until you’ve
recommendation for how Google+ fits into your digital established the proper resources, content and
and social marketing plans. engagement plans to truly make the experience
worthwhile for your customers.
Launch Update
In just over 100 days since Google+ launched, Google is
reporting that the service has over 40 million users and
that over 3 billion photos have been uploaded onto the
network. However, we have no tangible information on
how many of those 40 million users are consistently
active on the service, nor do we have any real data on
the demographics of those users.
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3. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
A Closer Look: Google+ Pages
Google+ Pages
In addition to connecting people with other people via
Google+, Pages allow users to build relationships with
businesses, brands and other entities.
Features
• REAL-TIME CONNECTION: Provide a place for
followers and fans that love you to connect and
converse with your brand.
• FUTURE FEATURE: There is buzz about Pages being
location-aware, which will allow local businesses to
send offers and deals to mobile phones.
Application
A brand could effectively extend its social footprint to
include Google+ if there is a clear objective and plan. Macy’s
10,606 followers
Brands that start a page and cannot commit to ongoing
content and conversation may be worse off than brands
that wait to join.
Burberry
12,164 followers
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4. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
A Closer Look: Google +1
Google +1 • TAG & SHARE: +1 is fully integrated into Google+ as
This feature is not specific to Google+. The +1 button the main activity of sharing and sparking
allows users to like search results, articles, posts, etc. In conversation. When a user +1’s something, they can
Google’s own words, it’s an easy way to “give share, either to all or to specific circles. They can also
something your public stamp of approval.” +1 any post from anyone they’re following.
• INTEGRATION: Google+ Pages is integrated with
the +1 button on a brand’s .com site, automatically
creating a +1 activity in the brand’s Google+ page.
Application
Collect and analyze data across both search and social
to determine a content and engagement plan that can
activate the features that make the most sense for a
Features brand’s followers and fans.
• SOCIAL CREDIBILITY: +1 may validate search results,
as it allows users to see who in their network has We recommend being a strategic fast follower and
“+1’d” something. If behavior takes off, it can be a setting your brand up for a meaningful social
new form of peer-based decision support, earlier in engagement through Google+ Pages.
the shopping process.
Consideration
• TARGETED ADVERTISING: +1 can be applied to ads, • USER CONFUSION: A less sophisticated user may
helping Google target ads served with search results. not understand the nuances between the buttons
Through the coupling of ad-specific +1’s with a user’s
and associated actions of +1, Share This Page and
search-based +1’s, Google can target a user’s
Add to Circles.
expressed interest, creating a more personalized
search experience.
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5. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
A Closer Look: Google Circles
Google Circles • SOCIAL SEGMENTS: Brands and Page owners
Similar to Google+ Profiles, Google+ Pages allow currently have no easy way to group followers based
brands to organize their followers into circles. on common or widely available information: location,
age, interests.
Application
We believe it is likely that demographic or profile
capability will exist, creating an opportunity for brands
to deliver targeted, localized information and
promotions around store-specific offers and events.
When a Page is created, the brand can ask followers for
key information to help aid in segmentation and
targeting.
Features
• TARGETED MESSAGING: Brands can target posts to Consideration
specific groups of their followers. For example, • PROMOTION POLICIES: Currently the Content and
Google’s Page created Circles organized by VIPs, Promotion policies for Google+ Pages prohibit
Customers and Team Members to allow for delivery administrators (brands) from running any contests,
of specific messages to those groups of people. In promotions, sweepstakes, offers or coupons on their
contrast to Facebook, this could yield more personal Page. Any promotion would have to be presented as
and relevant communications if you know enough a link, redirecting the user to an external site where
about your followers. Currently, a brand cannot send the promotion details would live. The downside from
individual messages until a follower adds them to a consumer experience perspective is the disruption
one of their Circles. and lack of a seamless journey from discovery to
redemption.
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6. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
A Closer Look: Google Hangouts
Google Hangouts • CELEBRATE (EXCLUSIVELY): Macy’s approached the
Hangouts let any Google+ user start a video chat for use of Hangouts differently with their Hangout for “9
themselves & up to 9 of their friends at a time. When a lucky trendsetters” to chat live with Fashionista
hangout is started, followers see it in their stream and Executive Editor, Leah Chernikoff.
can join the conversation. Brands now have a great tool
to connect and engage with fans in a face-to-face • ON-THE-GO: As of September, Hangouts are fully
manner. mobile-enabled.
Application
Brands could leverage Hangouts as an additional social
communication vehicle, allowing them to connect with
small groups of followers.
Consider targeting Hangouts for your most influential or
Features VIP customers, creating an added benefit. Make it an
event worthy of sharing.
• HANGOUTS ON AIR: This feature lets users
broadcast to a larger audience and provides
additional tools to allow for presentations to that Consideration
audience. Features include screen sharing, • MAXIMUM OCCUPANCY: Each Hangout can hold
sketchpad, Google Docs and named Hangouts. only 10 participants. Avoid frustrating your followers
and help them learn the feature by educating them
• FAN ENGAGEMENT: Brands can connect directly along with promoting your hangout.
with their followers and fans. The Muppets did a live
Hangout to promote their new movie, but ended up
frustrating many users who could not get into the
Hangout.
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7. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
A Closer Look: Integration with Search
Integration with Search Application
The real differentiator for Google+ Pages is Google’s If and when a brand launches a Google+ Page, create a
push to deeply integrate some of its features directly campaign to drive sign-up and engagement. Over-
into its core strength: search. reliance on consumers knowing what to do could be the
biggest barrier.
Consideration
• OPT-IN VS. OPT-OUT: Once a user engages in
Direct Connect, Google takes this as permission to
follow suit every time they search using the “+” sign,
automatically adding them to a circle. Given the lack
of understanding and communication, this may lead
to consumer frustration over time.
Features
• DIRECT CONNECT: Provides users who are
searching with a “+” sign in front of a brand name on
Google the option to add that brand to one of their
Circles.
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8. RESOURCE INTERACTIVE THINKABLE NOV 9, 2011 GOOGLE+ PAGES
Additional Information: More Questions?
Connect with Us
At Resource we are constantly evaluating the digital
landscape to see how new trends and technology are
affecting consumers. To learn more about Google+
Pages or other digital questions, please contact:
Author:
Mila Goodman
Executive Director
mgoodman@resource.com
For new business inquiries:
Melissa Dorko
mdorko@resource.com
For media inquiries:
Kristyn Wilson
kwilson@resource.com
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