Emerging Media Google+ for Marketing Executives

Arya MirInternet and Web Development

Jul 22, 2011 (6 years and 3 months ago)

1,163 views

Google+ is a social network built on top of a great search engine and free toolset of SaaS apps G+ is clearly intended to increase usage and usefulness of all other Google services – especially search and mobile, which will become obvious when G+ profiles for businesses are launched G+ reflects careful assessment by Google of most successful social nets, esp. Facebook and Twitter. It is an attempt to take the best aspects of each and roll them into a brand new social network… …including functionality notoriously absent (Circles and its implications for privacy and control being most obvious)… … And made irresistible to both individuals and businesses due to level of integration with other Google services

Emerging Media

Google+ for Marketing Executives

G+ Executive Summary


Google+ is a
social network

built on top of a great
search engine

and
free toolset of
SaaS

apps


G+ is clearly intended to increase usage and usefulness of all other
Google services


especially search and mobile
, which will become
obvious when G+ profiles for businesses are launched


G+ reflects careful assessment by Google of most successful social
nets, esp. Facebook and Twitter. It is an attempt to take the best
aspects of each and roll them into a brand new social network…

…including functionality
notoriously absent

(Circles and its
implications for privacy and control being most obvious)…

… And made
irresistible

to both individuals and businesses due to
level of integration with other Google services


G+ is growing fast and within months will take its place among small
group of indispensible social networks for business, along with
Facebook, Twitter, and
Linkedin

First, a few basic Google+ facts


Project led by

Vic
Gundotra
, Google’s SVP of social


Launched June 28, 2011
-

invite
-
only, “trial phase”


10 million

users in two weeks; fastest
-
growing social net ever


Still in trial phase


Open to individuals only… but individuals can invite other
individuals, so spread has been rapid
-

especially among
influencers / enthusiasts / pundits / marketing & PR types


Spread to date has been strictly VIRAL, from initial invited group
outward to their networks


+1 button served 2.3 billion times a day (still far fewer than
Facebook’s

“Like” button)


G+ apps now available for Android and
iPhone


Google recently told brands and businesses
not to create

Google+
profiles just yet, as it works on a better experience for them

The Google+ Phenomenon


Now at
19 million users
as of 7/20/2011(!)


Could this mean the end of Facebook, Twitter,
Linkedin
?


… And since when did “MySpace” become a verb?!

http://www.newsfactor.com/story.xhtml?story_id=11000CHHIN2G

What is Google+?


G+ is a collection of different social products:


Profile

(like 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)



Coming Soon:


Games


Questions


Google+ for Business

Stream (this is the Default view)

Stream

Stream allows users to view
news feeds for Circles either
one at a time or all at once
at the click of a mouse,
allowing for easier
filtering/browsing than
Facebook, which presumes
to know what you’ll like
either via “Most Recent” or
“Top News”

Circles

Circles enables you to sort
contacts into relevant groups

Sparks (Landing Page)

Sparks are
search
-
term
driven. Landing
page is a
“semi
-
curated

results page for
a few pre
-
selected topics.
You can also
manually find
things by
entering terms
in the search
box.

Sparks

Sparks allow
you to
find

and
follow

items of
interest on the
web. They don’t
find G+ posts.
It’s not social
search. It does
make following
keywords
similar to
following
people (via
Stream).

Sparks

When create a
Spark item, you
“bookmark”
that search
term’s results so
you can easily
view them later.
Useful for
curation
,
market
research,
keeping up
with news, etc.

Chat

Chats can be
enabled only
for Circles or
individuals


lets you control
who can see
your online
status and
initiate a chat
with you (not
possible
w/Facebook)

Hangout

Hangout is
live group
chat. You
can invite as
many as you
want, but
only video
chat with up
to 10 people
at a time.

Hangout (Pop
-
up)

Hangout
occurrences
are posted to
Streams and
are pre
-
set to
be inherently
viral and
visible
-

but
that also
makes it
impossible to
control who
can
participate.
Note the
chat window
alongside.

Photos

Photos is
designed to
work most
seamlessly
with Android
OS phones.
Seeks to
encourage
upload and
sharing with
high levels of
virality
.
Default
screen shows
photos from
your circles

Photos

Photos is a
social
networking
app like
Flickr
, Picasa,
Facebook.
Photos
carefully
mimics most
effective
functions of
Facebook
photo, like
tagging,
uploading,
albums, etc.

Photos

Photos is
different in
that you can
share photos
or albums
only to
certain
circles or
individuals if
desired. Also,
“Photos of
you” is its
own default
category,
making it
easier to
manage your
visual identity
inside G+


Very similar to a Facebook


Shorthand for “this is pretty cool” or “you should check this out”


Part of the G+ interface. Users can +1 a post, for example


Can also be added to websites (Like
Facebook’s

social plug
-
ins)


Shows up in Google users’ search

results

(huge difference from

Facebook and is new approach

to
social search
)
-

but only if user

is logged in


+1’s are stored in a tab on users’

Google profiles. Users can opt to

show the +1 tab or keep it private


+1 tab is intended to let users manage things they “like” online
from a single destination

The “ ”

G+ Key Characteristics

Assumes people run in multiple
social circles and would prefer
to communicate with each one
differently


Users can group contacts into
segments (Circles) and publish /
share / engage selectively


Asymmetric: Users can follow
and engage with people who
don’t follow them back (more
like Twitter, less like Facebook)


Viral: Users can publish / share
with ANYONE inside or outside
circles, even outside G+

G+ Key Characteristics


Post system appears to be much more
conversation
-
friendly than Facebook


Users comment more often
-

and
comments are highly visible across the
social net


Probably due to the notification

default settings, which notify of
EVERYTHING that happens on a

post by Gmail and in notifications

on the black nav bar
(above right)


Also likely due to the influencer /

power users
-
dominated current

user population)


…and appear to do so more

readily


comments often stretch

into 50s or more for a single post


rarely seen in Facebook

G+ Key Characteristics

However…


Some users appear to be
finding this problematic


Too many notifications


No way to distinguish
between worthwhile
notifications and useless ones
(
e.g
, an inane or glib
comment is

indistinguishable from

a useful one)


How do you sift through

100s of comments?


Cries for “better filtering”,
etc. appear frequently

G+ Key Characteristics


The “Black Nav Bar”


now ubiquitous inside Google
properties (communication, network, search, productivity,
collaboration)


Adds an important missing

ingredient to Google mix:

a driver of longer and more

frequent logged
-
in sessions


Counters
Facebook’s

usurping

“eyeballs” from Google and

has potential to make Google

properties once again the most popular online destination

http://toolbar.netcraft.com/stats/topsites

G+ Key Characteristics


Data and Privacy


Google is the first social network to let users download ALL
the data being captured on them by Google


On demand…


…at any time


The G+ settings page is much easier to understand at a
glance than
Facebook’s


Easy to see when and how profile information and posted
content are shared


Easy to control


simple toggle
-
style controls



Facebook Similarities…and Subtle Differences


Pages for Individuals and Businesses (called Profiles in G+)


But G+ Profiles are not customizable like in Facebook, which can
now essentially be made to serve as specialized microsites served
inside the Facebook user experience


Posts


Format and options for posts are practically identical


News Feed


But G+ News Feed can be custom
-
filtered by users via Circles


“Liking” a post (Google calls this “+1”)… Except…


+1 only applies to posts, not to Pages as in Facebook


+1 concept assumes user may like a user’s post without committing to
holistically “Liking” that publisher, as in Facebook page “Likes”


+1 also informs search results


Will G+ for business include profile
-
level “Liking” like FB? We’ll see…

Facebook Similarities…and Subtle Differences

Photos


Takes dead aim at the most
-
used function in Facebook


Designed to work perfectly with Google
-
owned apps, OS’s,
services


Photos is careful to be BETTER than Facebook on managing
privacy and sharing issues


Happens to be perfectly synced with Picasa, which should
give it an advantage over both Facebook and media site
sharing competitors:


Facebook, as well as photo sharing services from …


Apple /
iPhoto


Yahoo /
Flickr


Adobe / CS 5


Microsoft / Windows Live Photo Gallery


What’s Next for G+: Immediate


Profiles for Business
:
35K+ applied for beta
(including Gage)


Business profiles will
definitely

include
deep analytics and
ability to connect to
products like
AdWords

(Search integration!)


Google will start
approving
applications to launch
brand profile pages
week of 7/18
-
7/22

What’s Next for G+: Immediate


G+ effect on Google Advertising will change the game


By now we all know that people spend more time on social
websites than any other, esp. Facebook, and marketing
investment has followed


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 based on
need

(keywords)


Social networks
target based on
profiles

(identity, interest, friends)


Google+ will be able to add the power of profiles to need to
provide brands with a revolutionary new targeting capability

Immediate Business Uses for Google+


Definite and obvious:


Content publishing, engaging, etc.


Can use Segmentation to do focused Publishing & Engagement


Can use to build awareness, esp. with influencers/early adopters


Content
Curation
, research (Sparks)


Traffic generation


SEO


Will make it essential for businesses to publish/engage in G+


SEM/PPC


Business will be able to target in G+ like they do on
Facebook,
Linkedin
, etc.


Less definite, will depend on client and circumstance:


Live Meetings (Hangouts) and Chats (Huddles) for planned
client/customer and brand interactions


Customer Service (Dell)


Webinar
-
style presentations

What’s Next for G+: Likely evolutions*

1.
Brandable

Profiles

Most social networks force their own brand, not the brand of the
company. Will G+ be different? We think yes.

2.
SMMPs

will be able to add G+ channel via API
to facilitate G+
presence management. G+ will recognize the importance of
doing this b/c brands need to manage publishing and
engagement on multiple social networks and will want to just add
G+ to the tool(s) they are already using

3.
Customers will be able to post content directly onto a brand's
profile/page

and give brands management control so that those
posts can be deleted, moderated, etc. (kind of like Wikipedia)

*Credit for several of these predictions goes to Robert
Scoble
:
https://plus.google.com/111091089527727420853/posts

What’s Next for G+: Likely evolutions*

4.
People will be able to use Sparks to watch an industry vertical or a
location / region, etc. and have popular posts pushed to news
feed.

Sparks doesn’t integrate G+ posts now, but hopefully it will in
the future. This would be a huge improvement over Twitter and
Facebook.

5.
"Hangout" features will be offered for Brands

to let teams have
inbound requests routed to different employees and let them
moderate and split up calls. Add recording and broadcasting to
Hangout so a management team could hold a press conference
or an earnings call and have that shared with everyone
-

not just
10 participants.

6.
Brands (and individuals) will be able to share their circles
like
people currently share music playlists. Brands will be able to tag
employees in a circle of their employees so recipient would know
who to contact for different needs.

*Credit for several of these predictions goes to Robert
Scoble
:
https://plus.google.com/111091089527727420853/posts

What Brands should be doing now


Encourage internal PR, marketing, and all other social media
-

or
community management teams to experiment with Google+ and
share insights and observations


Prepare to expand social media activities to include Google+ as a
new publishing and engagement channel


Prepare to port graphics (photos) into G+ to improve SEO and to
boost presence visibility on G+


Prepare to reevaluate using key Google services vs. competing
services, because G+ will change the competitive landscape


Key Examples:
AdWords
, Google Apps, Facebook investments


Secondary Examples: Online advertising mix (especially social
advertising), Webinar software (various vendors), customer service
platforms


About Gage Marketing

Marketing Solutions that Drive Behavior


Formed in 1992


Minneapolis, Los Angeles, Redmond


Ad Age / Interactive Rank: #35


Promo / Promotion Rank: #37


Blending
of 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

Gage
Social Media
Ecosystem + Select

Clients


Strategy & Consulting

Services


SM Outpost strategy
and management


Social CRM
-

Monitoring ,
Measurement,
Engagement


Thought Leadership
Marketing


Event Marketing
(
microblogging
, video
capture / publishing,
SlideShare
)


SEO media asset
development,
publishing, tagging


Social Media Identity
Protection


SM Analytics /
Dashboards


Legal Services
(Campaign design,
Rules, Terms &
conditions)



Software Integration


SM Promotions (Wildfire)


eCommerce

(
BazaarVoice
)


B2B CRM (
Salesforce
)


Loyalty and Community
building (Pluck, Lithium)


Content
Curation

(Magnify,
Curation

Station)


Collaborative and cross
-
channel marketing
(
Spredfast
,
Sprinklr
)


Monitoring / Social CRM

(Radian6, Visible
Technologies)


Viral tracking / Earned
Media Measurement

(Meteor)


Profiling / Retargeting /
Advocacy modeling

(
Rapleaf
,
Flowtown
)



Custom Development


Custom Loyalty /
Sweepstakes, Contests,
Promotions, Training,
Community


Custom
Facebook

Applications:


Photo/Video Contests


Localization


Facebook

OpenGraph

API integration


Dynamic live/social
content display widgets


Social Media
-
technology
mashups

(Crimson
Hexagon, Google/Bing
Maps, etc)


Mobile Applications
Development


WAP site enablement

Media


Cross
-
channel
campaign design
and execution


Social Media
Advertising


Twitter
(Tweets/handles/

hashtags
)


Facebook
(
DirectServe
,

PPL model, others)


LinkedIn (
InMail
,
Display ads)


YouTube


…More

For more information

35

Christopher McLaren

Director
-

Emerging Media & Strategy

Gage Marketing Group

Phone: 763
-
242
-
0930

Email:
chris_mclaren@gage.com

Connect:
http://bit.ly/cmclaren1


Please reference “
G+ presentation