Mais conteúdo relacionado Semelhante a Google+ Pages for Business: Recommendations (20) Mais de Gage Marketing Group (11) Google+ Pages for Business: Recommendations2. © 2011 Gage Marketing Group. All Rights Reserved
Abstract
• Google+ launched Pages for Business on November 7, 2011
• Google is the dominant player in search with 65-70% market share
• Google+ already amplifies organic and paid search outcomes. It is likely
that near-term changes will create additional opportunities and threats
related to advertising which clients must be prepared to manage
• Digital word of mouth (WOM) will continues to be more and more
important as +1’s and relationships in G+ become more prominent and
important to volume and quality of search traffic and conversions
• Recent changes to Google’s search algorithm to reward brands that
continually develop fresh, relevant, popular content means content
marketing sophistication is now essential to both social and search; thus,
social media is even less optional now than it used to be
• Gage clients will benefit by embracing Google+, even in its early,
primitive state. Conversely, clients who do not incorporate Google+ will
be increasingly at risk of ceding ground to competitors, especially in
regard to Google-based search marketing outcomes. Gage can help.
3. © 2011 Gage Marketing Group. All Rights Reserved
What is Google+?
• G+ is a collection of different services bundled into a single user
experience and accessible at http://plus.google.com:
– Profile (similar to a Facebook profile)
– Stream (a newsfeed on the default page)
– Sparks (a recommendation engine)
– Hangouts (a video chat service)
– Huddle (a group texting service)
– Circles (a friend management service)
– Photos (a photo sharing service)
– Games (similar to Facebook games)
– NEW AS OF November 7, 2011: Business Pages
(similar to Facebook pages)
4. © 2011 Gage Marketing Group. All Rights Reserved
Why Should I Worry About
Google+ Pages for Business?
5. © 2011 Gage Marketing Group. All Rights Reserved
Unprecedented Growth…
Image credit:: http://www.zurmat.com/2011/07/22/google-plus-growth-vs-other-social-networks/
6. © 2011 Gage Marketing Group. All Rights Reserved
Why Google is serious about G+
Google is deeply
concerned about Facebook
eroding ad revenues; they
hope Google+ can reverse
these trends
7. © 2011 Gage Marketing Group. All Rights Reserved
G+ is not going to go away
• G+ is critical for Google because:
– It drives longer and more frequent sessions
– It may make Google again the most popular online, and
thus…
– It may protect and even grow Google’s online ad spending
revenues for decades to come
Every time users log in, they are re-
exposed to all services and
Notifications are key to
tools, which collect data and drive
driving repeat sessions in G+
sessions
8. © 2011 Gage Marketing Group. All Rights Reserved
How Google has already integrated
Social and Search with Google+
9. © 2011 Gage Marketing Group. All Rights Reserved
The “ ”
• Launched in June 2011
• Similar to - but an expansion on - Facebook
• Is a tacit endorsement to your social network of:
• Content (example: an article or video)
• URL (example: in search results or on website)
• Google+ post (example: a status update)
10. Why the “ ”?
2/3rds of the economy is influenced by personal recommendations. McKinsey & Company
Gartner 20% of consumers are key influencers of purchasing
activities of 74% of the population.
Consumers mention 56 brands in conversation per week. Keller Fay
62% of these discussions are positive.
Each peer recommendation reaches 150 people on the social web. Forrester
Less than 25% of people say they trust emails they sign up for.
1 in 3 people come to a brand through a recommendation. Weber Shandwick
Bain & Co. The most recommended company in any given
category grows 2.5x the category average.
40% of advocates answer, comment, or give opinions Yahoo! and
online several times each week. Comscore
10
11. © 2011 Gage Marketing Group. All Rights Reserved
The “ ”
• Appears to Google
users, their social
network, and the
general public in
slightly different ways
• +1 button on websites
drives more +1’s
• +1’s = Personal
recommendations to
drive “pre-qualified”
traffic
12. © 2011 Gage Marketing Group. All Rights Reserved
The “ ”
• +1’s are also stored in a tab on Google+ profiles for easy
access. Users can opt to show their +1 tab, or keep it private –
“micro-bookmarking”
• +1 tab intended to let users manage from a single destination
13. © 2011 Gage Marketing Group. All Rights Reserved
The “ ”
• +1 is Google’s way of incorporating personal
recommendations into search results in a transformative way:
• Recommendations from:
• Personal networks
(example: “Steve, Roger, and Bill +1’d this”)
• General public, in aggregate
(example: “[URL] has1,200 ’s”)
• Yourself
(example: “you +1’d this at some point in the past”)
• +1 is a BIG DEAL because it means brands with more +1’s will
get more (and more qualified!) Google search traffic
14. © 2011 Gage Marketing Group. All Rights Reserved
How G+ Now Affects Search
• Google’s organic search results are affected by whether
user has added a brand to their Google+ Circles
(Hovering over the Ford Motor Company link displays this)
• This means the more popular your brand is in G+,
the better your results are likely to be
15. © 2011 Gage Marketing Group. All Rights Reserved
G+ Will Change Ad Targeting
• Advertising in social is different because you can target
based on user profiles, which are proven to generate better
ads and higher return on advertising spend
– Google has always been ahead in search, but not social
– Google search targets on need (keywords)
– Social networks target on profiles (identity, interest, friends)
• Google+ will be able to add the power of profiles to need to
provide brands with a new targeting capability
16. © 2011 Gage Marketing Group. All Rights Reserved
G+ Will Also Change Analytics
• Because search outcomes will be affected by social and
Google+, it will be necessary for all brands who use Google
for paid search to use a Google Analytics account to track
social’s effects on search outcomes
• Brands should start exploring and experimenting now so they
are prepared to defend and improve search outcomes as
Google+ performance is increasingly integrated into
Google’s search algorithm
17. © 2011 Gage Marketing Group. All Rights Reserved
Starting a Google+ Page Now: Pros & Cons
Cons (-) Pros (+)
Audience & Outcomes
G+ audience is still mostly early adopters G+ already has 40M users and is growing
across a narrower band of demographics, faster than any other network
industries, interests than all other top-tier
social networks
There is currently no inorganic method for There is already a known, significant Paid
building an audience in G+ (e.g., no and Organic Google search impact from
advertising or promotional capability) Google+ activity
Google’s search algorithm has already
been modified to favor newer content
(which favors social media content) and
will probably soon also favor G+ content
Functionality & Capability
Because there is no API, G+ cannot be G+ already offers some groundbreaking
managed along with other social functionality worth mastering, including:
channels, effort to add G+ channel to • Video hangouts with fans
ongoing management is not insignificant • Need to master Circle-based
community outreach/building
• Google Analytics tie-ins to show
outcomes across social, SEO, PPC, web
We know G+ will keep evolving
18. © 2011 Gage Marketing Group. All Rights Reserved
If You Build a G+ Page
• Assume G+
audience,
outcomes,
functionality,
capability will all
grow - increase 2013 2012 now
and/or reallocate
social investments $ $$ $$$
accordingly
19. © 2011 Gage Marketing Group. All Rights Reserved
If You Decide To Build a G+ Page: Notes
• Business Profiles are like personal profiles on Google. Apply
behaviors and practices that are working well for your personal
page, if you have one.
• G+ Pages must be “tied” to a specific person in your organization.
Let us know if you need help deciding with whom to associate it.
• G+ Pages can’t circle individuals unless they circle you first. This is
tough on marketers – prevents from circling entire networks.
• Businesses can own more than one Google+ Page. Having one for
your brand and several for individual products may make sense.
• There is currently no verification process that certifies your Google+
Page. This means a competitor can create an identical page and
there’s not much you can do about it except complain to Google.
This will likely change soon, but for now, watch carefully for this and
let Google know when/if you find inappropriate uses.
20. © 2011 Gage Marketing Group. All Rights Reserved
Building a G+ Page: Investment
• Minimum investment to set up correctly ~10 hours
• See next slide for tasks (current clients only)
• 1-2 hours/week to publish, manage engagement, and build
audience (assumes community management services are
already in place for other social media channels)
21. © 2011 Gage Marketing Group. All Rights Reserved
To get started or learn more
• Contact your Gage Business Development representative
– Or…
• Gage Emerging Media
– Chris McLaren, Director - Emerging Media & Strategy
Phone: 763-595-3855 (o) / 763-242-0930 (m)
Email: chris_mclaren@gage.com
Connect: http://about.me/cmclaren1
– Tim Bursch, Manager – Social Media
Phone: 763-595-3858 (o) / 612-770-9573 (m)
Email: tim_bursch@gage.com
21
23. Marketing Solutions that Drive Behavior
• Formed in 1992
• Minneapolis, Los Angeles, Redmond
• Ad Age / Interactive Rank: #35
• Promo / Promotion Rank: #37
• Blending technology and marketing
for world’s most respected brands
• Promotional
– Sweeps, games, contests, POP, legal
• Digital
– Mobile, web, media, social, dashboards
• Relationship
– CRM, incentive & loyalty programs, DR
• Fortune 500 client base
24. = Driven/Owned by Emerging media Social DM
© 2011 Gage Marketing Group. All Rights Reserved
= Significantly affected by Emerging media Mobile Email Voice Marketing
Mobile Email
SMS
SMS + MMS
IM IM IM
IM
Email Email Email Email
Direct Mail Direct Mail Direct Mail Direct Mail
Direct Mail
Telephone Telephone Telephone Telephone
Telephone
<1990 1990s 1999 2000s 2011
TV TV TV TV TV
Radio Radio Radio Radio Radio
Print Print Print Print Print
Display Display Display Display Display
Website
Cable TV Website Website
Search
Website Search Search
Online Display
Search Online Display Online Display Paid Search
Online Display Paid Search Paid Search Landing Pages
Landing Pages Landing Pages Microsites
Microsites Microsites Online Video
Online Video Online Video Affiliate Marketing
Webinars Affiliate Marketing Webinars
Affiliate Marketing Webinars Blogs
Blogs RSS
RSS Podcasts
Contextual
Podcasts
Wikis
Contextual
Social Networks
Wikis Mobile Web
Marketing continues to get more Social Networks Behavioral
complex. Gage Emerging media is Mobile Web Social Media & Ads
Virtual Worlds
focused on mastering and incorporating Widgets
new approaches to maximize overall Twitter
marketing effectiveness for our clients. Mobile Apps &
Geolocation
25. Emerging Media Offerings
Strategy
Services Software Integration Custom Development Media
• Community • SM Promotions (Wildfire) • Custom Loyalty / • Search
management • eCommerce Sweepstakes, Contests, Pr • Display
• Social CRM - (BazaarVoice) omotions, Training, Comm
• Social
Monitoring, Measurem unity
• B2B CRM (Salesforce) • Twitter
ent, Engagement • Custom Facebook
• Loyalty and Community (Tweets/handles/
• Thought Leadership Applications:
building (Pluck, Lithium) hashtags)
Marketing • Photo/Video Contests
• Content Curation • Facebook
• Event Marketing (Magnify, Curation • Localization (DirectServe,
(microblogging, video Station) • Facebook OpenGraph PPL model, others)
capture / API integration
• Collaborative and cross- • LinkedIn (InMail,
publishing, SlideShare)
channel marketing • Dynamic live/social Display ads)
• SEO media asset (Spredfast, Sprinklr) content display widgets • YouTube
development, publishi
• Monitoring / Social CRM • Social Media-technology • …More
ng, tagging
(Radian6, Visible mashups (Crimson
• Social Media Identity • Mobile
Technologies) Hexagon, Google/Bing
Protection Maps, etc) • Geotargeted
• Viral tracking / Earned
• SM Analytics / Media Measurement • Mobile Applications • In-app
Dashboards (Meteor) Development • Cross-channel
• Legal (Campaign • Profiling / Retargeting / • Mobile WAP site campaign design
design, Rules, Terms & Advocacy modeling enablement and execution
conditions) (Rapleaf, Flowtown)
Notas do Editor Let the audience know in the introduction how you will be dealing with questions (whether you'll respond to select questions at the end, try to take them during the session, etc.). Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives) Launched June 28, 2011 in invite-only “trial phase”10 million users in 2 weeks; fastest-growing social net everOpen to individuals only… but individuals invited other individuals, so spread has been rapid - especially among influencers / enthusiasts / pundits / marketing & PR typesSpread has been strictly VIRAL, from initial invited group outward to their networksCan we compare Google Plus growth with other social networks?It took Facebook about 7 years to reach their current 750 millon users. Twitter, on the other hand, actually has about 200 million users, after about 3 years of life. We assume that it will take a year for Google Plus growth to surpass 200 million,the current twitter users number. Going a bit further we may propose that it will take not more than 5 years for Google Plus to surpass Facebook’s users count – however, the key requirement is that Google keep listening to users and improving their social network at an equal or faster rate than that of their competitors. Twitter and Facebook are not significantly different offerings today than they were at inception. Right now we are seeing relatively minor “new” features to emerge from Facebook, but -just as their chat system- they are not competition to Google+ Hangout multivideo chat features at this time. Google Plus growth is unstoppable ! While Google is not going to become obsolete overnight, the trend is now distinctly movingaway from Google's area of domination and toward the social media marketplace. Products like Facebook are emerging as platforms which can displace your need for a web site (why build a web site when all you need is on their platform?) or even email. Their referral networks have the ability to be more powerful than a generic web search when you seek information. And by tying you together with others like you, they can probably move you to products and buying locations you really want faster than a keyword Google-style search. BNet.comheadlined "How Facebook Intends to Supplant Google as the Web's #1Utility," and it just might happen - as we see users are increasingly spending more time on Facebook than Google (see chart)Source: Silicon Alley Insider Current Business (quick overview of current EM work)New Concepts/Technologies (w/ focus on ways for Agency to capitalize)Current Opportunities (new business)Next Steps (agency initiatives)