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    Info@BootCampDigital.com	
                                                                                                                                                                                  	
  
    	
  
    646-­‐450-­‐2267	
                                                                                                                                                                   www.bootcampdigital.com	
  




                                         How	
  Google’s	
  New	
  Social	
  
                                         Network	
  Can	
  Impact	
  
     CMO	
  Briefing	
  



                                         Your	
  Business	
  
     Google+:	
  




                                                                                        Facts	
  	
                                       What	
  is	
  it?	
                                    Bottom	
  Line	
  
                                                                                        Google+	
  had	
  over	
  30	
  million	
         It	
  is	
  Google’s	
  social	
  network	
            Google+	
  is	
  a	
  site	
  to	
  watch,	
  
                                                                                        users	
  in	
  the	
  first	
  month	
  and	
     that	
  includes	
  the	
  sharing	
  of	
             but	
  for	
  the	
  moment	
  
                                                                                        was	
  the	
  fastest	
  growing	
                Facebook	
  with	
  the	
  open	
                      business	
  opportunities	
  are	
  
                                                                                        social	
  network	
  ever.	
  But	
               following	
  of	
  Twitter.	
  The	
                   limited.	
  Watch	
  for	
  how	
  
                                                                                        time	
  on	
  the	
  site	
  and	
                interface	
  is	
  clean,	
  but	
  it	
  isn’t	
      Google+	
  will	
  	
  send	
  signals	
  
                                                                                        engagement	
  are	
  low.	
                       catching	
  on	
  just	
  yet.	
                       to	
  search	
  engines	
  




           The	
  business	
  leaders	
  guide	
  to	
  Google’s	
  social	
  network.	
  
            Google+	
  launched	
  as	
  the	
  fastest	
  growing	
  social	
                                                                        Why	
  You	
  Should	
  Pay	
  Attention	
  
                                                                                                                                                      Google	
  is	
  a	
  huge	
  player	
  online,	
  and	
  Google	
  search	
  
            network	
  ever.	
  What	
  does	
  this	
  mean	
  to	
  you?	
                                                                          makes	
  up	
  65%	
  of	
  the	
  search	
  engine	
  market.	
  	
  	
  
                                                                                                                                                      When	
  you	
  combine	
  the	
  wealth	
  of	
  data	
  that	
  social	
  
            	
  
           Google+	
  (also	
  known	
  as	
  Google	
  Plus	
  or	
  G+)	
   This	
  CMO	
  Briefing	
  will	
  get	
  you	
  up	
  
                                                                              to	
  speed	
  on	
  Google+	
  without	
                               networks	
  have	
  with	
  Google’s	
  business	
  model	
  of	
  
           launched	
  as	
  a	
  social	
  networking	
  and	
  
                                                                                    having	
  to	
  waste	
  hours	
  on	
  the	
  site,	
            providing	
  the	
  most	
  relevant	
  ads	
  to	
  the	
  right	
  person	
  
           identity	
  service	
  on	
  June	
  28,	
  2011.	
  
                                                                                    or	
  reading	
  hundreds	
  of	
  articles.	
  	
                in	
  the	
  right	
  place,	
  their	
  interest	
  in	
  social	
  networks	
  
           Google+	
  integrates	
  many	
  of	
  the	
  social	
                   We’ll	
  cover:	
                                                 becomes	
  more	
  obvious.	
  
           networking	
  features	
  of	
  Facebook,	
  while	
                                                                                                                                 But……	
  
           connecting	
  users	
  to	
  their	
  other	
  Google	
                          •       What	
  is	
  Google+	
  
                                                                                                                                                      Don’t	
  rush	
  to	
  create	
  a	
  Google+	
  strategy	
  just	
  yet.	
  	
  
           properties	
  (Picasa,	
  Profiles,	
  etc).	
                                   •       Key	
  Features	
  of	
  Google	
                          •       Google+	
  for	
  brands	
  is	
  still	
  extremely	
  
                                                                                                    Plus	
  and	
  Differences	
  vs.	
                                limited.	
  Brands	
  can	
  create	
  pages	
  and	
  post	
  
           Google+	
  dominated	
  discussions	
  in	
                                              Facebook	
                                                         updates,	
  but	
  that	
  is	
  it.	
  
           marketing	
  and	
  technology	
  circles	
  since	
  it	
  
                                                                                            •       The	
  Opportunity	
  for	
                                •       User	
  engagement	
  on	
  the	
  site	
  is	
  low.	
  	
  
           launched,	
  with	
  many	
  arguing	
  that	
  it	
  is	
  the	
  
                                                                                                    Marketers	
  and	
  Businesses	
                                   While	
  Facebook	
  generates	
  7.5	
  hours	
  on	
  
           next	
  big	
  thing	
  in	
  internet	
  marketing	
  while	
  
                                                                                            •       What	
  to	
  look	
  for	
  in	
                                  site	
  per	
  active	
  user	
  per	
  month,	
  Google+	
  is	
  
           others	
  view	
  it	
  as	
  another	
  failed	
  attempt	
  by	
  
                                                                                                    Google+	
                                                          just	
  3.5	
  minutes.	
  
           Google	
  to	
  enter	
  the	
  social	
  networking	
  
           space.	
                                                                         •       Next	
  steps	
  for	
  business	
                         •       The	
  top	
  brands	
  on	
  Google+	
  have	
  about	
  
                                                                                                    leaders	
  and	
  marketers	
                                      300k	
  followers	
  vs.	
  8	
  million	
  on	
  Twitter	
  and	
  
           This	
  report	
  shares	
  the	
  key	
  insights	
  you	
  need	
   	
                                                                                    30	
  million	
  on	
  Facebook.	
  
           to	
  know	
  about	
  Google+.	
                                                                                                                   •       Basically,	
  people	
  just	
  aren’t	
  using	
  it	
  yet.	
  
    	
  
info@BootCampDigital.com	
                                                                                                                                  	
  	
  
	
  
646-­‐450-­‐2267	
                                                                                                                   www.BootCampDigital.com	
  


                                                                                                                     This	
  isn’t	
  just	
  
                                                                                                                     Google’s	
  version	
  of	
  
                                                                                                                     Facebook.	
  
                                                                                                                         Google	
  Plus	
  isn’t	
  just	
  a	
  Google	
  
                                                                                                                         version	
  of	
  Facebook.	
  	
  It	
  is	
  also	
  a	
  
                                                                                                                         way	
  for	
  users	
  of	
  Google	
  products	
  
                                                                                                                         to	
  connect	
  all	
  of	
  their	
  properties.	
  	
  
                                                                                                                         Consider	
  that	
  Google	
  owns	
  
                                                                                                                         YouTube	
  (video	
  sharing),	
  Picasa	
  
                                                                                                                         (photo	
  sharing),	
  Search	
  and	
  
                                                                                                                         Blogger.	
  	
  Google+	
  is	
  your	
  new	
  
                                                                                                                         entry	
  point	
  to	
  all	
  of	
  your	
  Google	
  
                                                                                                                         properties.	
  



    How	
  Google+	
  Works	
                                                                  The	
  Growth	
  of	
  Google	
  Plus	
  
 Like	
  other	
  social	
  networks,	
  it	
  is	
  free	
  to	
  create	
  a	
                  •   On	
  January	
  19th	
  2012	
  it	
  was	
  reported	
  that	
  
 Google+	
  account,	
  but	
  you	
  need	
  a	
  Google	
  account	
  to	
                          Google+	
  had	
  over	
  90	
  million	
  users,	
  making	
  it	
  
 create	
  one.	
  	
  A	
  Google	
  account	
  is	
  also	
  free	
  to	
  create,	
  
                                                                                                      the	
  fastest	
  growing	
  social	
  network	
  ever.	
  
 and	
  Google	
  uses	
  this	
  as	
  your	
  single	
  sign	
  on	
  for	
  all	
  of	
  
 their	
  web	
  properties.	
                                                                    •   Actual	
  usage	
  statistics	
  on	
  Google+	
  remain	
  low	
  
                                                                                                      –	
  with	
  limited	
  active	
  users	
  and	
  low	
  time	
  spent	
  
 Google+	
  is	
  Google’s	
  Social	
  Network	
  
                                                                                                      on	
  the	
  site.	
  	
  While	
  Google	
  continues	
  to	
  boast	
  
 On	
  Google+,	
  users	
  can:	
                                                                    high	
  membership	
  numbers,	
  independent	
  
        •    Connect	
  with	
  friends	
                                                             reports	
  suggest	
  limited	
  actual	
  use.	
  
        •    Share	
  updates,	
  photos	
  and	
  videos	
                                       •   On	
  January	
  10,	
  Google	
  released	
  "Search	
  plus	
  
                                                                                                      Your	
  World",	
  which	
  inserts	
  content	
  shared	
  on	
  
        •    View	
  status	
  updates,	
  photos	
  and	
  videos	
  posted	
  
             by	
  the	
  people	
  in	
  their	
  circles	
  (friends	
  +	
  people	
               Google+	
  profiles	
  and	
  brand	
  pages	
  under	
  Web	
  
             they	
  are	
  following)	
                                                              Search	
  results.	
  This	
  feature	
  was	
  controversial,	
  
                                                                                                      but	
  suggests	
  that	
  Google+	
  activity	
  could	
  
        •    Follow	
  brand	
  pages	
  
                                                                                                      impact	
  search	
  results,	
  making	
  it	
  interesting	
  for	
  
        •    Follow	
  the	
  public	
  updates	
  of	
  other	
  people	
                            marketers.	
  
        •    Participate	
  in	
  “huddles”	
  or	
  online	
  group	
  video	
                   •   On	
  May	
  30,	
  2012,	
  Google	
  Places	
  was	
  replaced	
  
             chat	
                                                                                   by	
  Google+	
  Local,	
  which	
  now	
  integrates	
  
        •    Connect	
  with	
  other	
  Google	
  assets	
  (Picasa,	
                               directly	
  with	
  the	
  Google+	
  service	
  to	
  allow	
  
             YouTube)	
                                                                               users	
  to	
  post	
  photos	
  and	
  reviews	
  of	
  locations	
  
                                                                                                      directly	
  to	
  its	
  page	
  on	
  the	
  service.	
  
        •    Discover	
  popular	
  news	
  through	
  sparks	
  
                                                                                                      Additionally,	
  Google+	
  Local	
  and	
  Maps	
  also	
  
        •    Rate	
  and	
  review	
  restaurants	
  on	
  the	
  go	
  with	
  the	
                 now	
  feature	
  detailed	
  reviews	
  and	
  ratings	
  
             new	
  Google+	
  Integration	
  with	
  Google	
  Local	
                               from	
  Zagat,	
  who	
  was	
  acquired	
  by	
  Google	
  in	
  
             (think	
  Google+	
  combined	
  with	
  Yelp)	
  	
                                     September	
  2011.	
  


2	
  
	
  
Info@BootCampDigital.com	
                                                                                                                                        	
  
	
  
646-­‐450-­‐2267	
                                                                                                                         www.BootCampDigital.com	
  




  Since	
  Google+	
  is	
  a	
  relatively	
  late	
  entrant	
  into	
  social	
  networking,	
  they	
  have	
  been	
  able	
  to	
  integrate	
  the	
  best	
  
  features	
  and	
  functions	
  of	
  both	
  Facebook	
  and	
  Twitter.	
  
  Interface	
  
  The	
  interface	
  on	
  Google+	
  is	
  clean,	
  and	
  many	
  people	
  prefer	
  it	
  to	
  Facebook.	
  	
  It	
  isn’t	
  (at	
  least	
  not	
  yet)	
  inundated	
  
  with	
  ads.	
  
  	
  
  Profile	
  
  A	
  Google+	
  Profile	
  is	
  similar	
  to	
  a	
  profile	
  on	
  other	
  social	
  networks.	
  	
  Upload	
  your	
  photo	
  and	
  basic	
  information	
  and	
  
  get	
  started.	
  	
  Once	
  you	
  have	
  a	
  profile	
  created	
  you	
  will	
  want	
  to	
  start	
  adding	
  people	
  to	
  your	
  “circles”	
  (friends)	
  and	
  
  begin	
  to	
  post	
  updates	
  and	
  share	
  content	
  (similar	
  to	
  Facebook).	
  	
  
  	
  
  Hangouts	
  
  A	
  hangout	
  allows	
  you	
  to	
  have	
  a	
  live	
  video	
  chat	
  with	
  random	
  people	
  or	
  people	
  in	
  your	
  circles.	
  	
  It	
  is	
  a	
  big	
  
  improvement	
  over	
  Facebook	
  chat	
  and	
  can	
  be	
  a	
  quick	
  way	
  to	
  connect.	
  
  	
  
  Sparks/Explore	
  
  Sparks	
  are	
  newsfeeds	
  based	
  on	
  interests.	
  	
  For	
  example	
  I	
  could	
  follow	
  a	
  spark	
  on	
  social	
  media,	
  cars	
  or	
  
  photography.	
  	
  It	
  helps	
  me	
  to	
  see	
  what	
  people	
  are	
  sharing	
  related	
  to	
  a	
  specific	
  topic	
  of	
  interest.	
  	
  The	
  explore	
  tab	
  
  on	
  Google+	
  allows	
  you	
  to	
  see	
  popular	
  content	
  –	
  regardless	
  of	
  whether	
  or	
  not	
  the	
  poster	
  is	
  in	
  your	
  circle.	
  
  	
  
  	
  

                                                                                                                                                                                          3	
  
	
  
info@BootCampDigital.com	
                                                                                                                                                    	
  	
  
	
  
646-­‐450-­‐2267	
                                                                                                                                     www.BootCampDigital.com	
  

Circles	
  
Circles	
  on	
  Google+	
  are	
  how	
  you	
  connect	
  with	
  people.	
  	
  On	
  Facebook	
  you	
  add	
  friends,	
  on	
  Twitter	
  you	
  have	
  followers,	
  on	
  
LinkedIn	
  you	
  have	
  connections	
  and	
  on	
  Google+	
  you	
  have	
  circles.	
  
	
  
Circles	
  allow	
  you	
  to	
  organize	
  your	
  friends	
  and	
  contacts	
  into	
  circles.	
  	
  You	
  can	
  then	
  choose	
  to	
  share	
  content	
  with	
  just	
  one	
  or	
  
two	
  circles,	
  or	
  all	
  of	
  your	
  connections.	
  	
  With	
  circles	
  your	
  contacts	
  are	
  all	
  organized	
  making	
  it	
  easy	
  to	
  view	
  updates	
  from	
  
contacts	
  in	
  a	
  specific	
  circle	
  or	
  to	
  share	
  information	
  with	
  only	
  a	
  specific	
  circle.	
  	
  For	
  example,	
  you	
  may	
  have	
  circles	
  for	
  Friends,	
  
Family,	
  Coworkers	
  and	
  Acquaintances.	
  	
  To	
  add	
  people	
  to	
  circles	
  you	
  simply	
  drag	
  and	
  drop	
  their	
  icon	
  into	
  the	
  circle.	
  It	
  is	
  
much	
  easier	
  and	
  more	
  visual	
  than	
  Facebook	
  lists.	
  
	
  
Circles	
  are	
  Private	
  
One	
  of	
  the	
  advantages	
  of	
  circles	
  is	
  that	
  it	
  is	
  only	
  for	
  your	
  management.	
  	
  Your	
  friends	
  and	
  family	
  can’t	
  see	
  which	
  circles	
  you	
  
have	
  placed	
  them	
  in;	
  they	
  can	
  only	
  see	
  that	
  they	
  are	
  in	
  a	
  circle.	
  
	
  
Reciprocity	
  NOT	
  Required	
  
Unlike	
  other	
  social	
  networks,	
  Google+	
  does	
  not	
  require	
  that	
  you	
  approve	
  or	
  reciprocate	
  friendships,	
  it	
  just	
  limits	
  what	
  
people	
  can	
  see.	
  
	
  
Here	
  is	
  how	
  it	
  works:	
  
        • I	
  can	
  add	
  anyone	
  to	
  my	
  circles	
  
        • Anyone	
  can	
  add	
  me	
  to	
  their	
  circles	
  
        • BUT	
  we’ll	
  only	
  see	
  the	
  status	
  updates	
  that	
  have	
  been	
  shared	
  with	
  the	
  circles	
  that	
  we	
  are	
  in	
  
For	
  example:	
  
        • If	
  you	
  add	
  me	
  to	
  a	
  circle	
  but	
  I	
  haven’t	
  added	
  you,	
  you	
  will	
  only	
  see	
  my	
  PUBLIC	
  updates	
  
        • If	
  I	
  ALSO	
  add	
  you	
  to	
  my	
  circle,	
  you	
  will	
  begin	
  to	
  see	
  all	
  of	
  the	
  updates	
  that	
  I	
  share	
  WITH	
  THE	
  CIRCLE	
  THAT	
  YOU	
  ARE	
  
               IN	
  
        • Circles	
  are	
  private,	
  so	
  people	
  don’t	
  know	
  WHICH	
  circles	
  you	
  have	
  them	
  in,	
  just	
  that	
  you	
  have	
  them	
  in	
  a	
  circle	
  
               	
  
Friendship	
  or	
  connections	
  works	
  like	
  Twitter.	
  	
  You	
  can	
  add	
  anyone	
  to	
  your	
  circles,	
  but	
  you	
  will	
  only	
  see	
  their	
  public	
  updates	
  
if	
  they	
  have	
  also	
  added	
  you	
  to	
  a	
  circle.	
  	
  In	
  this	
  way	
  it	
  combines	
  Twitter	
  and	
  Facebook	
  with	
  public	
  following	
  but	
  also	
  sharing	
  
with	
  friends.	
  




4	
  
	
  
2
1




    Info@BootCampDigital.com	
                                                                                                                                  	
  
    	
  
    646-­‐450-­‐2267	
                                                                                                                   www.BootCampDigital.com	
  




                  Opportunity	
  for	
  Marketers:	
  Limited	
  but	
  Interesting	
  
     Brand	
  Pages	
                                                                                What	
  You	
  Need	
  to	
  Get	
  Started	
  
     The	
  main	
  opportunity	
  for	
  brands	
  to	
  participate	
  on	
                          • A	
  Google	
  Account	
  –	
  You	
  can	
  set	
  up	
  a	
  free	
  
     Google+	
  is	
  through	
  brand	
  pages.	
  	
  Similar	
  to	
  Facebook,	
  a	
                     Google	
  Account	
  to	
  get	
  started.	
  
     brand	
  page	
  is	
  the	
  representation	
  of	
  a	
  business	
  on	
                       • Create	
  the	
  Page	
  –	
  Click	
  on	
  “Google	
  Plus	
  Page	
  
     Google+	
                                                                                                for	
  Business”	
  or	
  go	
  to	
  
     	
                                                                                                       www.google.com/+/business/	
  
     Currently,	
  brand	
  pages	
  are	
  very	
  limited.	
                                         • Logo	
  –	
  200	
  x	
  200	
  pixels	
  is	
  the	
  standard	
  size	
  
     You	
  can	
  create	
  a	
  page	
  with	
  your	
  logo,	
  a	
  background	
                          allowance	
  and	
  cover	
  image	
  
     image	
  and	
  complete	
  basic	
  information.	
  	
  Brands	
  can	
  post	
                  • Description	
  –	
  Which	
  will	
  be	
  prominently	
  
     status	
  updates	
  and	
  share	
  photos	
  and	
  videos.	
  	
  That	
  is	
                        displayed	
  under	
  your	
  Page	
  name	
  (consider	
  
     about	
  it.	
                                                                                           including	
  your	
  keywords	
  in	
  this	
  for	
  search).	
  
     	
                                                                                                • 5	
  Photos	
  that	
  represent	
  your	
  brand	
  –	
  Similar	
  
     No	
  custom	
  pages.	
  No	
  contests.	
  No	
  tabs.	
  Nothing	
  else.	
                           to	
  Facebook	
  Pages,	
  Google	
  Plus	
  pages	
  tile	
  
     	
                                                                                                       along	
  the	
  top	
  of	
  your	
  page.	
  	
  Choose	
  photos	
  
     Google+	
  is	
  still	
  less	
  than	
  a	
  year	
  old,	
  so	
  it	
  makes	
  sense	
              that	
  include	
  your	
  branding	
  and	
  showcase	
  your	
  
     that	
  they	
  will	
  roll	
  out	
  more	
  robust	
  features	
  for	
                               product	
  or	
  service	
  well.	
  
     businesses	
  over	
  time.	
  	
  When	
  Facebook	
  launched	
  they	
                         • List	
  of	
  Relevant	
  Websites	
  –	
  You	
  may	
  link	
  to	
  
     didn’t	
  have	
  brand	
  pages	
  and	
  they	
  have	
  spent	
  years	
                              other	
  relevant	
  websites	
  to	
  augment	
  your	
  page.	
  
     creating	
  and	
  changing	
  the	
  brand	
  page	
  presence	
  on	
  their	
                  • A	
  Plan	
  –	
  Like	
  any	
  other	
  social	
  network,	
  you	
  
     site.	
                                                                                                  should	
  have	
  a	
  plan	
  that	
  includes	
  what	
  your	
  
     	
                                                                                                       objectives	
  are,	
  who	
  you	
  want	
  to	
  connect	
  with	
  
     Stay	
  tuned	
  for	
  better	
  brand	
  pages	
  and	
  more	
  robust	
                              and	
  what	
  you	
  are	
  trying	
  to	
  achieve.	
  
     features.	
  
     	
  



                                                                                                                                                                                 5	
  
    	
  
 
           info@BootCampDigital.com	
                                                                                                                                   	
  	
  
	
  	
     	
  
           646-­‐450-­‐2267	
                                                                                                                    www.BootCampDigital.com	
  

               Building	
  an	
  Audience	
  On	
  Google+	
  

               Much	
  like	
  other	
  social	
  networks,	
  if	
  you	
  build	
  it	
  they	
  
               probably	
  won’t	
  come.	
  	
  Social	
  media	
  is	
  about	
  
               community,	
  and	
  contributing	
  and	
  participating	
  
               actively	
  in	
  the	
  community	
  is	
  required	
  for	
  success.	
  

               To	
  build	
  an	
  audience	
  in	
  Google+,	
  first	
  look	
  for	
  
               opportunities	
  to	
  promote	
  your	
  Google+	
  page	
  as	
  you	
  
               would	
  with	
  other	
  social	
  network	
  accounts.	
  	
  Next	
  
               participate	
  and	
  contribute.	
  

               One	
  factor	
  that	
  makes	
  Google+	
  unique	
  for	
  brands	
  is	
  
               that	
  you	
  can’t	
  add	
  people	
  to	
  the	
  circles	
  of	
  a	
  brand	
        Things	
  to	
  Remember	
  
               page	
  unless	
  they	
  have	
  added	
  you.	
  	
  So	
  it	
  is	
  vital	
  to	
  
               encourage	
  your	
  fans/friends	
  and	
  followers	
  to	
  connect	
                       •    Brands	
  have	
  Pages,	
  People	
  Have	
  Profiles	
  –	
  
               with	
  you	
  so	
  that	
  you	
  aren’t	
  talking	
  to	
  an	
  echo	
                         Just	
  like	
  Facebook,	
  a	
  profile	
  is	
  reserved	
  for	
  a	
  
               chamber.	
                                                                                          person	
  and	
  a	
  page	
  is	
  for	
  a	
  business.	
  	
  Don’t	
  
                                                                                                                   run	
  the	
  risk	
  of	
  getting	
  blocked	
  from	
  Google+	
  
               Next,	
  participate	
  and	
  build	
  community.	
  Engage	
  and	
                               by	
  using	
  accounts	
  inappropriately.	
  
               participate	
  in	
  a	
  relevant	
  way	
  to	
  build	
  a	
  loyal	
  and	
                •    People	
  have	
  to	
  add	
  you	
  to	
  circles	
  first	
  –	
  If	
  
               interested	
  following.	
                                                                          brands	
  could	
  add	
  anyone	
  to	
  their	
  circles,	
  we	
  
               	
                                                                                                  would	
  probably	
  see	
  lots	
  of	
  spam.	
  	
  To	
  mitigate	
  
                                                                                                                   this	
  a	
  person	
  must	
  add	
  a	
  brand	
  to	
  their	
  
               What	
  to	
  Post	
  on	
  Google	
  Plus	
  Pages	
                                               circles	
  before	
  a	
  brand	
  can	
  add	
  the	
  person	
  to	
  
                                                                                                                   theirs.	
  
               Similar	
  to	
  Facebook,	
  brands	
  can	
  post	
  status	
  updates	
                     •    Have	
  a	
  plan	
  –	
  Your	
  plan	
  should	
  include	
  your	
  
               with	
  links	
  to	
  other	
  sites,	
  photos	
  and	
  videos.	
  	
  As	
  of	
                Google+	
  strategy	
  as	
  well	
  as	
  how	
  you	
  will	
  
               now,	
  brands	
  cannot	
  create	
  custom	
  tabs	
  or	
  run	
                                 promote	
  your	
  page	
  and	
  build	
  an	
  engaged	
  
               contests.	
  	
  Build	
  a	
  plan	
  that	
  focuses	
  on	
  who	
  you	
  want	
                audience.	
  	
  Always	
  remember	
  to	
  link	
  back	
  to	
  
               to	
  reach	
  and	
  what	
  content	
  they	
  are	
  likely	
  to	
  be	
                        marketing	
  objectives.	
  
               interested	
  in	
  that	
  also	
  links	
  back	
  to	
  your	
  marketing	
                 •    You	
  can	
  keep	
  your	
  circles	
  private	
  –	
  If	
  you	
  
               strategies.	
  	
  Test	
  and	
  experiment	
  to	
  optimize	
  your	
                            don’t	
  want	
  people	
  to	
  see	
  which	
  circles	
  you	
  
               content.	
                                                                                          have	
  them	
  in	
  you	
  can	
  create	
  private	
  circles.	
  	
  
               	
                                                                                                  You	
  may	
  also	
  hide	
  the	
  number	
  of	
  people	
  who	
  
                                                                                                                   have	
  added	
  your	
  brand	
  to	
  their	
  circles.	
  
               Don’t	
  Have	
  Time?	
  Not	
  Interested	
  Yet?	
                                          •    Analytics	
  –	
  Google+	
  has	
  analytics	
  for	
  pages	
  
                                                                                                                   so	
  you	
  can	
  analyze	
  your	
  page	
  and	
  posts.	
  
               The	
  reality	
  is	
  that	
  Google+	
  doesn’t	
  have	
  the	
  
               engagement	
  rates	
  that	
  Facebook	
  and	
  Twitter	
  do.	
  	
  So	
  if	
  
               you	
  don’t	
  have	
  time,	
  don’t	
  worry	
  about	
  it.	
  	
  Create	
  a	
  
               page	
  and	
  simply	
  leave	
  one	
  status	
  update	
  “We	
  aren’t	
  
               active	
  on	
  Google+	
  yet,	
  but	
  please	
  add	
  us	
  to	
  your	
  
               circles	
  to	
  be	
  the	
  first	
  to	
  receive	
  our	
  updates.	
  In	
  the	
  
               meantime	
  we	
  would	
  love	
  to	
  connect	
  with	
  you	
  on	
  
               Facebook	
  (www.facebook.com/BootCampDigital)	
  or	
  
               Twitter	
  (www.twitter.com/BootCampDigital).”	
  

           6	
  
           	
  
Info@BootCampDigital.com	
                                                                                                                                                              	
  
	
  
646-­‐450-­‐2267	
                                                                                                                                               www.BootCampDigital.com	
  




                                     Google+	
  Really	
  Matters	
  Because	
  of	
  Search.	
  
Google	
  continues	
  to	
  launch	
  features	
  that	
  integrate	
  Google+	
  into	
  search	
  engine	
  results.	
  	
  Search	
  is	
  a	
  key	
  traffic	
  driver	
  for	
  
most	
  businesses,	
  so	
  watching	
  Google+	
  and	
  getting	
  an	
  early	
  start	
  could	
  potentially	
  provide	
  an	
  advantage	
  with	
  Google	
  search.	
  


       Question:	
  Implications	
  for	
  Search	
                                                              Google	
  Plus	
  Your	
  World	
  
                                                                                                                 Google	
  launched	
  the	
  Plus	
  Your	
  World	
  search	
  feature	
  that	
  
       	
  
                                                                                                                 directly	
  integrates	
  content	
  from	
  Google+	
  into	
  search	
  engine	
  
       The	
  BIG	
  question	
  is	
  how	
  will	
  Google+	
  impact	
  search	
  
                                                                                                                 results.	
  	
  Google	
  Plus	
  Your	
  World	
  allows	
  you	
  to	
  see	
  content	
  
       engine	
  results.	
  	
  Google	
  already	
  owns	
  search	
  and	
  social	
  is	
  
                                                                                                                 that	
  people	
  in	
  your	
  Google	
  Plus	
  Circles	
  are	
  sharing.	
  	
  This	
  
       the	
  next	
  big	
  frontier	
  in	
  online	
  marketing.	
  
                                                                                                                 means	
  that	
  if	
  people	
  use	
  the	
  Google	
  Plus	
  Your	
  World	
  
       	
  
                                                                                                                 feature,	
  the	
  content	
  that	
  is	
  most	
  shared	
  or	
  +1ed	
  in	
  Google+	
  
       It	
  makes	
  sense	
  that	
  Google	
  will	
  include	
  social	
  signals	
  
                                                                                                                 will	
  have	
  search	
  engine	
  prominence.	
  
       (they	
  already	
  do)	
  in	
  their	
  search	
  engine	
  results	
  rankings.	
  	
  
                                                                                                                 	
  
       Facebook	
  social	
  activity	
  is	
  behind	
  a	
  closed	
  door	
  and	
  
                                                                                                                 With	
  the	
  low	
  engagement	
  and	
  use	
  of	
  Google+,	
  this	
  probably	
  
       Google	
  can’t	
  access	
  it.	
  	
  Google+	
  will	
  give	
  them	
  access	
  to	
  
                                                                                                                 isn’t	
  very	
  helpful	
  to	
  searchers	
  just	
  yet.	
  
       what	
  people	
  are	
  sharing	
  and	
  talking	
  about	
  online.	
  
                                                                                                                 	
  
       	
  
                                                                                                                 Google	
  Local	
  Integration	
  
       Google	
  already	
  has	
  the	
  +1	
  button	
  on	
  the	
  web,	
  which	
  
                                                                                                                 Google	
  is	
  now	
  integrating	
  local	
  listings	
  with	
  Google+	
  pages,	
  
       allows	
  users	
  to	
  vote	
  for	
  a	
  page	
  or	
  give	
  it	
  a	
  +1.	
  	
  This	
  is	
     which	
  includes	
  ratings	
  and	
  reviews,	
  plus	
  mobile	
  
       similar	
  to	
  liking	
  content	
  on	
  Facebook.	
                                                   optimization.	
  	
  This	
  shows	
  that	
  Google	
  is	
  serious	
  about	
  
       	
                                                                                                        Google+	
  and	
  it	
  will	
  continue	
  to	
  grow	
  in	
  importance	
  over	
  
       It	
  makes	
  sense	
  that	
  +1s	
  will	
  be	
  a	
  factor	
  in	
  search	
  engine	
              time.	
  	
  Local	
  businesses	
  should	
  pay	
  attention	
  to	
  this	
  change	
  
       results	
  since	
  they	
  are	
  essentially	
  votes.	
  	
                                            and	
  follow	
  updates	
  as	
  the	
  integration	
  continues.	
  


                                                                                                  Bottom	
  Line	
  
                                                                                                       	
  

              As	
  a	
  business	
  leader,	
  Google+	
  is	
  worth	
  watching	
  as	
  search	
  +	
  social	
  is	
  the	
  holy	
  grail	
  of	
  online	
  marketing	
  and	
  
              driving	
  traffic	
  to	
  websites.	
  	
  Here	
  is	
  the	
  bottom	
  line:	
  
                     • Google+	
  has	
  the	
  power	
  of	
  Google	
  behind	
  it	
  and	
  can	
  impact	
  search.	
  	
  Look	
  for	
  updates	
  and	
  changes	
  
                           to	
  search	
  algorithms.	
  
                     • Create	
  a	
  page	
  on	
  Google+	
  to	
  claim	
  your	
  place	
  and	
  allow	
  people	
  to	
  add	
  you	
  to	
  circles.	
  If	
  it	
  does	
  take	
  
                           off	
  you’ll	
  have	
  a	
  head	
  start.	
  
                                                                                                                                                                                                                 7	
  
	
  
Info@BootCampDigital.com	
                                                                                                                                                                               	
  
	
  
646-­‐450-­‐2267	
                                                                                                                                                                www.bootcampdigital.com	
  

       About	
  the	
  Author:	
  	
  
       Krista	
  Neher	
  
       Krista	
  Neher	
  is	
  the	
  CEO	
  of	
  Boot	
  Camp	
  Digital,	
  
       a	
  bestselling	
  author	
  and	
  an	
  international	
  
       speaker.	
  	
  As	
  the	
  CEO	
  of	
  Boot	
  Camp	
  Digital	
  
       Krista	
  has	
  trained	
  thousands	
  of	
  marketers	
  and	
  
       businesses	
  on	
  how	
  to	
  harness	
  the	
  power	
  of	
  
       social	
  media	
  to	
  grow	
  their	
  business.	
  	
  Krista	
  has	
  
       over	
  10	
  years	
  of	
  marketing	
  experience	
  and	
  has	
  
       worked	
  with	
  companies	
  like	
  P&G,	
  Macy’s,	
  GE	
  
       and	
  the	
  United	
  States	
  Senate.	
  
       	
  
       Krista	
  is	
  the	
  author	
  of	
  the	
  bestselling	
  Social	
  
       Media	
  Field	
  Guide	
  and	
  a	
  co-­‐author	
  of	
  a	
  leading	
  
       textbook	
  titled:	
  Social	
  Media	
  Marketing	
  A	
  
                                                                                                                     Get	
  Your	
  Social	
  Media	
  in	
  Shape.	
  
       Strategic	
  Approach.	
  	
  Krista	
  also	
  created	
  one	
  of	
                                        Do	
  you	
  want	
  to	
  stay	
  up	
  to	
  date	
  
       the	
  first	
  accredited	
  social	
  media	
  certification	
  
       programs.	
                                                                                                   on	
  the	
  latest	
  in	
  social	
  media?	
  

       Want	
  to	
  Learn	
  More?	
                                                                                               We	
  Have	
  a	
  Program	
  for	
  You!	
  
                                                                                                            Boot	
  Camp	
  Digital	
  is	
  a	
  training	
  organization	
  with	
  a	
  mission	
  to	
  help	
  
       Boot	
  Camp	
  Digital	
  offers	
  a	
  variety	
  of	
  online	
  and	
   businesses	
  stay	
  educated	
  and	
  get	
  results	
  from	
  social	
  media	
  and	
  digital	
  
       live	
  training	
  programs	
  to	
  help	
  you	
  stay	
  up	
  to	
      marketing.	
  We	
  have	
  programs	
  for	
  all	
  knowledge	
  levels	
  and	
  business	
  
       date	
  -­‐	
  www.bootcampdigital.com/training	
                            needs:	
  
                                                                                                            	
  
       We	
  specialize	
  in	
  training	
  companies	
  of	
  all	
  sizes	
  
                                                                                                                      « Live	
  two	
  day	
  Boot	
  Camp	
  in	
  Cincinnati	
  Ohio	
  (quarterly)	
  
       in	
  social	
  media.	
  
                                                                                                                      « Online	
  Boot	
  Camp	
  with	
  over	
  24	
  recorded	
  modules	
  to	
  
              “Boot	
  Camp	
  Digital’s	
  presentation	
  and	
  materials	
  are	
                                    learn	
  at	
  your	
  own	
  pace	
  (available	
  on	
  demand)	
  
                so	
  helpful	
  and	
  comprehensive.	
  	
  After	
  attending	
  I	
  
               feel	
  like	
  I	
  have	
  what	
  I	
  need	
  to	
  be	
  successful.	
  She	
  is	
  
                                                                                                                      « Online	
  Membership	
  program	
  (with	
  the	
  latest	
  topics)	
  
                the	
  guru!”	
  -­‐	
  Carrie	
  Phillippi,	
  Saybrook	
  Marketing	
                               « Custom	
  corporate	
  training	
  programs	
  
                                             Communications	
  
                                                                                                                             	
  
              Still	
  Have	
  Questions?	
  	
  Contact	
  us:	
  
                                       	
  
                                                                                                                   www.bootcampdigital.com/training	
  
              1600	
  Main	
  Street,	
  Cincinnati	
  OH,	
  45202	
  
              646-­‐450-­‐2267	
                                                                                    “The	
  class	
  was	
  phenomenal!	
  Krista	
  was	
  able	
  to	
  provide	
  step-­‐by-­‐
              info@BootCampDigital.com	
                                                                           step	
  instruction	
  in	
  how	
  to	
  use	
  social	
  media	
  —	
  which	
  tools	
  to	
  use	
  
                                                                                                                   to	
  keep	
  my	
  website	
  content	
  current,	
  how	
  to	
  start	
  a	
  Facebook	
  fan	
  
                                                                                                                   page	
  and	
  how	
  to	
  create	
  a	
  blog.	
  	
  If	
  you	
  are	
  new	
  to	
  social	
  media	
  or	
  
                                                                                                                    if	
  you’ve	
  been	
  using	
  social	
  media,	
  you’ll	
  learn	
  how	
  to	
  take	
  your	
  
                                                                                                                     social	
  media	
  skills	
  to	
  the	
  next	
  level.	
  	
  I	
  recommend	
  the	
  class	
  to	
  
                                                                                                                     everyone,	
  from	
  small	
  organizations	
  to	
  large;	
  for	
  businesses	
  to	
  
                                                                                                                         non-­‐profits.	
  Everyone	
  at	
  any	
  level	
  will	
  benefit.	
  “	
  –	
  Amy	
  Foly,	
  
                                                                                                                                     Executive	
  Director,	
  NAMI-­‐Clermont	
  County	
  
	
  
                                                                                                                                                                           	
  
	
  

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Googlecmobriefing 120604163856 Phpapp02

  • 1. 2 1 Info@BootCampDigital.com       646-­‐450-­‐2267   www.bootcampdigital.com   How  Google’s  New  Social   Network  Can  Impact   CMO  Briefing   Your  Business   Google+:   Facts     What  is  it?   Bottom  Line   Google+  had  over  30  million   It  is  Google’s  social  network   Google+  is  a  site  to  watch,   users  in  the  first  month  and   that  includes  the  sharing  of   but  for  the  moment   was  the  fastest  growing   Facebook  with  the  open   business  opportunities  are   social  network  ever.  But   following  of  Twitter.  The   limited.  Watch  for  how   time  on  the  site  and   interface  is  clean,  but  it  isn’t   Google+  will    send  signals   engagement  are  low.   catching  on  just  yet.   to  search  engines   The  business  leaders  guide  to  Google’s  social  network.   Google+  launched  as  the  fastest  growing  social   Why  You  Should  Pay  Attention   Google  is  a  huge  player  online,  and  Google  search   network  ever.  What  does  this  mean  to  you?   makes  up  65%  of  the  search  engine  market.       When  you  combine  the  wealth  of  data  that  social     Google+  (also  known  as  Google  Plus  or  G+)   This  CMO  Briefing  will  get  you  up   to  speed  on  Google+  without   networks  have  with  Google’s  business  model  of   launched  as  a  social  networking  and   having  to  waste  hours  on  the  site,   providing  the  most  relevant  ads  to  the  right  person   identity  service  on  June  28,  2011.   or  reading  hundreds  of  articles.     in  the  right  place,  their  interest  in  social  networks   Google+  integrates  many  of  the  social   We’ll  cover:   becomes  more  obvious.   networking  features  of  Facebook,  while   But……   connecting  users  to  their  other  Google   • What  is  Google+   Don’t  rush  to  create  a  Google+  strategy  just  yet.     properties  (Picasa,  Profiles,  etc).   • Key  Features  of  Google   • Google+  for  brands  is  still  extremely   Plus  and  Differences  vs.   limited.  Brands  can  create  pages  and  post   Google+  dominated  discussions  in   Facebook   updates,  but  that  is  it.   marketing  and  technology  circles  since  it   • The  Opportunity  for   • User  engagement  on  the  site  is  low.     launched,  with  many  arguing  that  it  is  the   Marketers  and  Businesses   While  Facebook  generates  7.5  hours  on   next  big  thing  in  internet  marketing  while   • What  to  look  for  in   site  per  active  user  per  month,  Google+  is   others  view  it  as  another  failed  attempt  by   Google+   just  3.5  minutes.   Google  to  enter  the  social  networking   space.   • Next  steps  for  business   • The  top  brands  on  Google+  have  about   leaders  and  marketers   300k  followers  vs.  8  million  on  Twitter  and   This  report  shares  the  key  insights  you  need     30  million  on  Facebook.   to  know  about  Google+.   • Basically,  people  just  aren’t  using  it  yet.    
  • 2. info@BootCampDigital.com         646-­‐450-­‐2267   www.BootCampDigital.com   This  isn’t  just   Google’s  version  of   Facebook.   Google  Plus  isn’t  just  a  Google   version  of  Facebook.    It  is  also  a   way  for  users  of  Google  products   to  connect  all  of  their  properties.     Consider  that  Google  owns   YouTube  (video  sharing),  Picasa   (photo  sharing),  Search  and   Blogger.    Google+  is  your  new   entry  point  to  all  of  your  Google   properties.   How  Google+  Works   The  Growth  of  Google  Plus   Like  other  social  networks,  it  is  free  to  create  a   • On  January  19th  2012  it  was  reported  that   Google+  account,  but  you  need  a  Google  account  to   Google+  had  over  90  million  users,  making  it   create  one.    A  Google  account  is  also  free  to  create,   the  fastest  growing  social  network  ever.   and  Google  uses  this  as  your  single  sign  on  for  all  of   their  web  properties.   • Actual  usage  statistics  on  Google+  remain  low   –  with  limited  active  users  and  low  time  spent   Google+  is  Google’s  Social  Network   on  the  site.    While  Google  continues  to  boast   On  Google+,  users  can:   high  membership  numbers,  independent   • Connect  with  friends   reports  suggest  limited  actual  use.   • Share  updates,  photos  and  videos   • On  January  10,  Google  released  "Search  plus   Your  World",  which  inserts  content  shared  on   • View  status  updates,  photos  and  videos  posted   by  the  people  in  their  circles  (friends  +  people   Google+  profiles  and  brand  pages  under  Web   they  are  following)   Search  results.  This  feature  was  controversial,   but  suggests  that  Google+  activity  could   • Follow  brand  pages   impact  search  results,  making  it  interesting  for   • Follow  the  public  updates  of  other  people   marketers.   • Participate  in  “huddles”  or  online  group  video   • On  May  30,  2012,  Google  Places  was  replaced   chat   by  Google+  Local,  which  now  integrates   • Connect  with  other  Google  assets  (Picasa,   directly  with  the  Google+  service  to  allow   YouTube)   users  to  post  photos  and  reviews  of  locations   directly  to  its  page  on  the  service.   • Discover  popular  news  through  sparks   Additionally,  Google+  Local  and  Maps  also   • Rate  and  review  restaurants  on  the  go  with  the   now  feature  detailed  reviews  and  ratings   new  Google+  Integration  with  Google  Local   from  Zagat,  who  was  acquired  by  Google  in   (think  Google+  combined  with  Yelp)     September  2011.   2    
  • 3. Info@BootCampDigital.com       646-­‐450-­‐2267   www.BootCampDigital.com   Since  Google+  is  a  relatively  late  entrant  into  social  networking,  they  have  been  able  to  integrate  the  best   features  and  functions  of  both  Facebook  and  Twitter.   Interface   The  interface  on  Google+  is  clean,  and  many  people  prefer  it  to  Facebook.    It  isn’t  (at  least  not  yet)  inundated   with  ads.     Profile   A  Google+  Profile  is  similar  to  a  profile  on  other  social  networks.    Upload  your  photo  and  basic  information  and   get  started.    Once  you  have  a  profile  created  you  will  want  to  start  adding  people  to  your  “circles”  (friends)  and   begin  to  post  updates  and  share  content  (similar  to  Facebook).       Hangouts   A  hangout  allows  you  to  have  a  live  video  chat  with  random  people  or  people  in  your  circles.    It  is  a  big   improvement  over  Facebook  chat  and  can  be  a  quick  way  to  connect.     Sparks/Explore   Sparks  are  newsfeeds  based  on  interests.    For  example  I  could  follow  a  spark  on  social  media,  cars  or   photography.    It  helps  me  to  see  what  people  are  sharing  related  to  a  specific  topic  of  interest.    The  explore  tab   on  Google+  allows  you  to  see  popular  content  –  regardless  of  whether  or  not  the  poster  is  in  your  circle.       3    
  • 4. info@BootCampDigital.com         646-­‐450-­‐2267   www.BootCampDigital.com   Circles   Circles  on  Google+  are  how  you  connect  with  people.    On  Facebook  you  add  friends,  on  Twitter  you  have  followers,  on   LinkedIn  you  have  connections  and  on  Google+  you  have  circles.     Circles  allow  you  to  organize  your  friends  and  contacts  into  circles.    You  can  then  choose  to  share  content  with  just  one  or   two  circles,  or  all  of  your  connections.    With  circles  your  contacts  are  all  organized  making  it  easy  to  view  updates  from   contacts  in  a  specific  circle  or  to  share  information  with  only  a  specific  circle.    For  example,  you  may  have  circles  for  Friends,   Family,  Coworkers  and  Acquaintances.    To  add  people  to  circles  you  simply  drag  and  drop  their  icon  into  the  circle.  It  is   much  easier  and  more  visual  than  Facebook  lists.     Circles  are  Private   One  of  the  advantages  of  circles  is  that  it  is  only  for  your  management.    Your  friends  and  family  can’t  see  which  circles  you   have  placed  them  in;  they  can  only  see  that  they  are  in  a  circle.     Reciprocity  NOT  Required   Unlike  other  social  networks,  Google+  does  not  require  that  you  approve  or  reciprocate  friendships,  it  just  limits  what   people  can  see.     Here  is  how  it  works:   • I  can  add  anyone  to  my  circles   • Anyone  can  add  me  to  their  circles   • BUT  we’ll  only  see  the  status  updates  that  have  been  shared  with  the  circles  that  we  are  in   For  example:   • If  you  add  me  to  a  circle  but  I  haven’t  added  you,  you  will  only  see  my  PUBLIC  updates   • If  I  ALSO  add  you  to  my  circle,  you  will  begin  to  see  all  of  the  updates  that  I  share  WITH  THE  CIRCLE  THAT  YOU  ARE   IN   • Circles  are  private,  so  people  don’t  know  WHICH  circles  you  have  them  in,  just  that  you  have  them  in  a  circle     Friendship  or  connections  works  like  Twitter.    You  can  add  anyone  to  your  circles,  but  you  will  only  see  their  public  updates   if  they  have  also  added  you  to  a  circle.    In  this  way  it  combines  Twitter  and  Facebook  with  public  following  but  also  sharing   with  friends.   4    
  • 5. 2 1 Info@BootCampDigital.com       646-­‐450-­‐2267   www.BootCampDigital.com   Opportunity  for  Marketers:  Limited  but  Interesting   Brand  Pages   What  You  Need  to  Get  Started   The  main  opportunity  for  brands  to  participate  on   • A  Google  Account  –  You  can  set  up  a  free   Google+  is  through  brand  pages.    Similar  to  Facebook,  a   Google  Account  to  get  started.   brand  page  is  the  representation  of  a  business  on   • Create  the  Page  –  Click  on  “Google  Plus  Page   Google+   for  Business”  or  go  to     www.google.com/+/business/   Currently,  brand  pages  are  very  limited.   • Logo  –  200  x  200  pixels  is  the  standard  size   You  can  create  a  page  with  your  logo,  a  background   allowance  and  cover  image   image  and  complete  basic  information.    Brands  can  post   • Description  –  Which  will  be  prominently   status  updates  and  share  photos  and  videos.    That  is   displayed  under  your  Page  name  (consider   about  it.   including  your  keywords  in  this  for  search).     • 5  Photos  that  represent  your  brand  –  Similar   No  custom  pages.  No  contests.  No  tabs.  Nothing  else.   to  Facebook  Pages,  Google  Plus  pages  tile     along  the  top  of  your  page.    Choose  photos   Google+  is  still  less  than  a  year  old,  so  it  makes  sense   that  include  your  branding  and  showcase  your   that  they  will  roll  out  more  robust  features  for   product  or  service  well.   businesses  over  time.    When  Facebook  launched  they   • List  of  Relevant  Websites  –  You  may  link  to   didn’t  have  brand  pages  and  they  have  spent  years   other  relevant  websites  to  augment  your  page.   creating  and  changing  the  brand  page  presence  on  their   • A  Plan  –  Like  any  other  social  network,  you   site.   should  have  a  plan  that  includes  what  your     objectives  are,  who  you  want  to  connect  with   Stay  tuned  for  better  brand  pages  and  more  robust   and  what  you  are  trying  to  achieve.   features.     5    
  • 6.   info@BootCampDigital.com             646-­‐450-­‐2267   www.BootCampDigital.com   Building  an  Audience  On  Google+   Much  like  other  social  networks,  if  you  build  it  they   probably  won’t  come.    Social  media  is  about   community,  and  contributing  and  participating   actively  in  the  community  is  required  for  success.   To  build  an  audience  in  Google+,  first  look  for   opportunities  to  promote  your  Google+  page  as  you   would  with  other  social  network  accounts.    Next   participate  and  contribute.   One  factor  that  makes  Google+  unique  for  brands  is   that  you  can’t  add  people  to  the  circles  of  a  brand   Things  to  Remember   page  unless  they  have  added  you.    So  it  is  vital  to   encourage  your  fans/friends  and  followers  to  connect   • Brands  have  Pages,  People  Have  Profiles  –   with  you  so  that  you  aren’t  talking  to  an  echo   Just  like  Facebook,  a  profile  is  reserved  for  a   chamber.   person  and  a  page  is  for  a  business.    Don’t   run  the  risk  of  getting  blocked  from  Google+   Next,  participate  and  build  community.  Engage  and   by  using  accounts  inappropriately.   participate  in  a  relevant  way  to  build  a  loyal  and   • People  have  to  add  you  to  circles  first  –  If   interested  following.   brands  could  add  anyone  to  their  circles,  we     would  probably  see  lots  of  spam.    To  mitigate   this  a  person  must  add  a  brand  to  their   What  to  Post  on  Google  Plus  Pages   circles  before  a  brand  can  add  the  person  to   theirs.   Similar  to  Facebook,  brands  can  post  status  updates   • Have  a  plan  –  Your  plan  should  include  your   with  links  to  other  sites,  photos  and  videos.    As  of   Google+  strategy  as  well  as  how  you  will   now,  brands  cannot  create  custom  tabs  or  run   promote  your  page  and  build  an  engaged   contests.    Build  a  plan  that  focuses  on  who  you  want   audience.    Always  remember  to  link  back  to   to  reach  and  what  content  they  are  likely  to  be   marketing  objectives.   interested  in  that  also  links  back  to  your  marketing   • You  can  keep  your  circles  private  –  If  you   strategies.    Test  and  experiment  to  optimize  your   don’t  want  people  to  see  which  circles  you   content.   have  them  in  you  can  create  private  circles.       You  may  also  hide  the  number  of  people  who   have  added  your  brand  to  their  circles.   Don’t  Have  Time?  Not  Interested  Yet?   • Analytics  –  Google+  has  analytics  for  pages   so  you  can  analyze  your  page  and  posts.   The  reality  is  that  Google+  doesn’t  have  the   engagement  rates  that  Facebook  and  Twitter  do.    So  if   you  don’t  have  time,  don’t  worry  about  it.    Create  a   page  and  simply  leave  one  status  update  “We  aren’t   active  on  Google+  yet,  but  please  add  us  to  your   circles  to  be  the  first  to  receive  our  updates.  In  the   meantime  we  would  love  to  connect  with  you  on   Facebook  (www.facebook.com/BootCampDigital)  or   Twitter  (www.twitter.com/BootCampDigital).”   6    
  • 7. Info@BootCampDigital.com       646-­‐450-­‐2267   www.BootCampDigital.com   Google+  Really  Matters  Because  of  Search.   Google  continues  to  launch  features  that  integrate  Google+  into  search  engine  results.    Search  is  a  key  traffic  driver  for   most  businesses,  so  watching  Google+  and  getting  an  early  start  could  potentially  provide  an  advantage  with  Google  search.   Question:  Implications  for  Search   Google  Plus  Your  World   Google  launched  the  Plus  Your  World  search  feature  that     directly  integrates  content  from  Google+  into  search  engine   The  BIG  question  is  how  will  Google+  impact  search   results.    Google  Plus  Your  World  allows  you  to  see  content   engine  results.    Google  already  owns  search  and  social  is   that  people  in  your  Google  Plus  Circles  are  sharing.    This   the  next  big  frontier  in  online  marketing.   means  that  if  people  use  the  Google  Plus  Your  World     feature,  the  content  that  is  most  shared  or  +1ed  in  Google+   It  makes  sense  that  Google  will  include  social  signals   will  have  search  engine  prominence.   (they  already  do)  in  their  search  engine  results  rankings.       Facebook  social  activity  is  behind  a  closed  door  and   With  the  low  engagement  and  use  of  Google+,  this  probably   Google  can’t  access  it.    Google+  will  give  them  access  to   isn’t  very  helpful  to  searchers  just  yet.   what  people  are  sharing  and  talking  about  online.       Google  Local  Integration   Google  already  has  the  +1  button  on  the  web,  which   Google  is  now  integrating  local  listings  with  Google+  pages,   allows  users  to  vote  for  a  page  or  give  it  a  +1.    This  is   which  includes  ratings  and  reviews,  plus  mobile   similar  to  liking  content  on  Facebook.   optimization.    This  shows  that  Google  is  serious  about     Google+  and  it  will  continue  to  grow  in  importance  over   It  makes  sense  that  +1s  will  be  a  factor  in  search  engine   time.    Local  businesses  should  pay  attention  to  this  change   results  since  they  are  essentially  votes.     and  follow  updates  as  the  integration  continues.   Bottom  Line     As  a  business  leader,  Google+  is  worth  watching  as  search  +  social  is  the  holy  grail  of  online  marketing  and   driving  traffic  to  websites.    Here  is  the  bottom  line:   • Google+  has  the  power  of  Google  behind  it  and  can  impact  search.    Look  for  updates  and  changes   to  search  algorithms.   • Create  a  page  on  Google+  to  claim  your  place  and  allow  people  to  add  you  to  circles.  If  it  does  take   off  you’ll  have  a  head  start.   7    
  • 8. Info@BootCampDigital.com       646-­‐450-­‐2267   www.bootcampdigital.com   About  the  Author:     Krista  Neher   Krista  Neher  is  the  CEO  of  Boot  Camp  Digital,   a  bestselling  author  and  an  international   speaker.    As  the  CEO  of  Boot  Camp  Digital   Krista  has  trained  thousands  of  marketers  and   businesses  on  how  to  harness  the  power  of   social  media  to  grow  their  business.    Krista  has   over  10  years  of  marketing  experience  and  has   worked  with  companies  like  P&G,  Macy’s,  GE   and  the  United  States  Senate.     Krista  is  the  author  of  the  bestselling  Social   Media  Field  Guide  and  a  co-­‐author  of  a  leading   textbook  titled:  Social  Media  Marketing  A   Get  Your  Social  Media  in  Shape.   Strategic  Approach.    Krista  also  created  one  of   Do  you  want  to  stay  up  to  date   the  first  accredited  social  media  certification   programs.   on  the  latest  in  social  media?   Want  to  Learn  More?   We  Have  a  Program  for  You!   Boot  Camp  Digital  is  a  training  organization  with  a  mission  to  help   Boot  Camp  Digital  offers  a  variety  of  online  and   businesses  stay  educated  and  get  results  from  social  media  and  digital   live  training  programs  to  help  you  stay  up  to   marketing.  We  have  programs  for  all  knowledge  levels  and  business   date  -­‐  www.bootcampdigital.com/training   needs:     We  specialize  in  training  companies  of  all  sizes   « Live  two  day  Boot  Camp  in  Cincinnati  Ohio  (quarterly)   in  social  media.   « Online  Boot  Camp  with  over  24  recorded  modules  to   “Boot  Camp  Digital’s  presentation  and  materials  are   learn  at  your  own  pace  (available  on  demand)   so  helpful  and  comprehensive.    After  attending  I   feel  like  I  have  what  I  need  to  be  successful.  She  is   « Online  Membership  program  (with  the  latest  topics)   the  guru!”  -­‐  Carrie  Phillippi,  Saybrook  Marketing   « Custom  corporate  training  programs   Communications     Still  Have  Questions?    Contact  us:     www.bootcampdigital.com/training   1600  Main  Street,  Cincinnati  OH,  45202   646-­‐450-­‐2267   “The  class  was  phenomenal!  Krista  was  able  to  provide  step-­‐by-­‐ info@BootCampDigital.com   step  instruction  in  how  to  use  social  media  —  which  tools  to  use   to  keep  my  website  content  current,  how  to  start  a  Facebook  fan   page  and  how  to  create  a  blog.    If  you  are  new  to  social  media  or   if  you’ve  been  using  social  media,  you’ll  learn  how  to  take  your   social  media  skills  to  the  next  level.    I  recommend  the  class  to   everyone,  from  small  organizations  to  large;  for  businesses  to   non-­‐profits.  Everyone  at  any  level  will  benefit.  “  –  Amy  Foly,   Executive  Director,  NAMI-­‐Clermont  County