GOOGLE+ IS HERE. WHAT NOW?

VIInternet and Web Development

Sep 30, 2011 (6 years and 1 month ago)

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A few thoughts from Publicis Modem London

_

GOOGLE+ IS HERE.
WHAT NOW?

A few thoughts from

Publicis Modem London

_

ON JULY 7
TH
,

GOOGLE LAUNCHED
GOOGLE+
TO A SMALL GROUP OF TESTERS

_

IN LESS THAN 3 WEEKS,

GOOGLE+ ALREADY HAS MORE
THAN
10 MILLION
USERS

-

Larry Page

_

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

_

THE SOCIAL REVOLUTION

_

In December 2010, Europeans spent more time on Facebook.com

than on Google sites



comScore
,
dec
. 2010

ACROSS THE GLOBE,

USERS CHOOSE TO SPEND

THEIR DIGITAL TIME IN
SOCIAL

_

AND
DIGITAL AD SPEND
HAS
FOLLOWED THEM

“In 2010, social media boosts UK online display by 27.5%”



IAB, mar. 2011

_

SOCIAL HAS BECOME

A
LUCRATIVE BUSINESS

FOR MANY COMPANIES

_

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

_

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

_

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.

_

BUT GOOGLE+ IS ARGUABLY

THE MOST IMPORTANT SERVICE
GOOGLE HAS LAUNCHED

SINCE SEARCH

_

WHAT

IS GOOGLE+?

_

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.


_

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

_

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.

_

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.

_

Sparks

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

_

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)

_

WHY IS GOOGLE+

THE
LINCHPIN
OF GOOGLE’S
BUSINESS STRATEGY?

_

#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

_

#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


_

BLOGGER

SEARCH

PICASA

MAPS

YOUTUBE

GMAIL

ANDROID

CHROME

ANALYTICS

ADWORDS

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.

_

#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 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


_

WHAT

DIFFERENTIATES

GOOGLE+ FROM FACEBOOK?

_

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


_

FACEBOOK TARGETS

AN
AUDIENCE

_

Facebook Advertising gives brands the ability to target an
audience according to demographics, interest, location and
network.

http://www.facebook.com/ads


_

GOOGLE TARGETS A
NEED

_

Google
AdWords

gives brands the ability to target specific
keywords based on what their customers are searching for.

https://adwords.google.co.uk


_

BOTH RACE TO OFFER

THE
IDEAL TARGETING EQUATION

_

NEED + IDENTITY + INTEREST + NETWORK


= PERFECT TARGETING

WHAT I
NEED?

WHO AM I?

WHAT AM

I INTERESTED
IN?

WHO ARE MY
FRIENDS,
COLLEAGUES...?

_

WITH GOOGLE+,

GOOGLE IS ON ITS WAY TO
PROVIDING BRANDS WITH THE
PERFECT DATA SET

_

NEED + IDENTITY + INTEREST + NETWORK


= PERFECT TARGETING

WHAT I
NEED?

WHO AM I?

WHAT AM

I INTERESTED
IN?

WHO ARE MY
FRIENDS,
COLLEAGUES...?

_

“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

_

SO WHAT DO BRANDS

NEED
TO KNOW
?

_

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


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


SOME HAVE ALREADY

LAUNCHED PROFILES

_

WHERE COULD GOOGLE+ GO?

7 “WHAT IF’S?”
FROM US

_

#1.

WHAT IF GOOGLE+ ALLOWS
BRANDS TO
MANAGE THEIR
AUDIENCE BY CIRCLES
?

_

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.

_

#2.

WHAT IF THE +1 BECOMES

A CORE PART OF THE GOOGLE
SEARCH RANKING ALGORITHM
?

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.

_

#3.

WHAT IF GOOGLE COMBINED
KEYWORD NEED VOLUMES WITH
TARGET INSIGHT DATA
?

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

_

#4.

WHAT IF YOUTUBE IS

COMPLETELY PERSONALISED

TO EACH USER ON ARRIVAL?

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.

_

#5.

WHAT IF GOOGLE MAPS

SHOWS YOUR
FRIENDS’

OPINIONS

ON PLACES?

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



_

#6.

WHAT IF GMAIL

CONNECTS USERS’ NEEDS

WITH
CONTACTS INTERESTS
?

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.)

_

#7.

WHAT IF GOOGLE ADWORDS
BECOMES SOCIAL
?

Google+Adwords
:
Adwords

could use audience’s network to display
ads recommended by friends and improve message impact.

_

GOOGLE+ SEEMS TO BE A GREAT
OPPORTUNITY FOR MARKETERS

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

“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

_

THANKS FOR READING



Tyler Turnbull,

Joint Head of Planning


tyler.turnbull@publicismodem.com


@
tyturnbull


http://gplus.to/tyturnbull



Damien Le
Castrec
,

Planner


damien.lecastrec@publicismodem.com


@
damienlc


http://gplus.to/damienlc

_

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_i
n_Review


http://www.wired.co.uk/news/archive/2011
-
06/29/google
-
facebook
-
privacy


Nicholas Carr, The Shallows, 2010



Pictures:


http://www.flickr.com/photos/kexino/5946475914/sizes/l/in/photostream/


http://www.trendhunter.com/trends/facebook
-
icons#!/photos/110364/4


http://likevsplus.com/




_

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.