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GOOGLE+ IS HERE. WHAT NOW?,[object Object],A few thoughts from ,[object Object],Publicis Modem London,[object Object]
ON JULY 7TH,GOOGLE LAUNCHED GOOGLE+ TO A SMALL GROUP OF TESTERS,[object Object]
IN LESS THAN 3 WEEKS,,[object Object],GOOGLE+ ALREADY HAS MORE THAN 10 MILLION USERS,[object Object],- Larry Page,[object Object]
WE’VE BEEN THINKING ABOUT GOOGLE+ FOR BRANDS AND HOW IT COULD EVOLVE,[object Object]
THE SOCIAL REVOLUTION ,[object Object]
ACROSS THE GLOBE,USERS CHOOSE TO SPENDTHEIR DIGITAL TIME IN SOCIAL,[object Object],In December 2010, Europeans spent more time on Facebook.comthan on Google sites– comScore, dec. 2010,[object Object]
AND DIGITAL AD SPEND HAS FOLLOWED THEM,[object Object],“In 2010, social media boosts UK online display by 27.5%” ,[object Object],– IAB, mar. 2011,[object Object]
SOCIAL HAS BECOMEA LUCRATIVE BUSINESSFOR MANY COMPANIES ,[object Object]
BECAUSE IT BUILDSMORE ROBUST USER PROFILESFOR THEM TO LEVERAGE.,[object Object],“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,[object Object]
BETTER PROFILES GIVEBETTER ADS. ,[object Object],BETTER ADS MEANS ,[object Object],MORE REVENUE,[object Object],“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,[object Object]
GOOGLE, HISTORICALLY AHEAD IN MANY DIGITAL SERVICES, IS BEHIND IN SOCIAL TECHNOLOGY,[object Object],While they have tried in the past with services like Wave and Buzz,they have failed to capture mass attention and usage. ,[object Object]
BUT GOOGLE+ IS ARGUABLYTHE MOST IMPORTANT SERVICE GOOGLE HAS LAUNCHEDSINCE SEARCH,[object Object]
WHATIS GOOGLE+?,[object Object]
GOOGLE+ IS A SOCIAL NETWORK,[object Object],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. ,[object Object]
A user profile with friends list contains information like education, location, occupation and links. ,[object Object]
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.,[object Object]
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. ,[object Object]
Sparks to follow feeds of things users like. Although still in beta, sparks pulls in Google News information and will likely improve over time.,[object Object]
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),[object Object]
WHY IS GOOGLE+ THE LINCHPIN OF GOOGLE’S BUSINESS STRATEGY?,[object Object]
#1. ,[object Object],USERS’ TIME SPENTON GOOGLE+ WILL PROVIDE GOOGLE WITH MORE DATA,[object Object],“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,[object Object]
#2. ,[object Object],GOOGLE+ WILL BECOME THE CORE OF GOOGLE’S SERVICES,[object Object],“The assumption is that everything will move over to usingthe Plus infrastructure over time” – Eric Schmidt, Google’s chairman ,[object Object]
MAPS,[object Object],SEARCH,[object Object],BLOGGER,[object Object],PICASA,[object Object],YOUTUBE,[object Object],ADWORDS,[object Object],GMAIL,[object Object],ANALYTICS,[object Object],CHROME,[object Object],ANDROID,[object Object],Google+ brings more social into other services,,[object Object],such as YouTube and Chrome, and will activate social data across other Google products that millions are already using.,[object Object]
#3. ,[object Object],GOOGLE HAS ALREADY MADEA HUGE INVESTMENT INTHE SUCCESS OF GOOGLE+,[object Object],“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,[object Object]
25 PERCENT OF ALL GOOGLE EMPLOYEE BONUSES ARE BASED ON SOCIAL SUCCESS,[object Object],“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,[object Object]
WHAT DIFFERENTIATES ,[object Object],GOOGLE+ FROM FACEBOOK? ,[object Object]
Google+ is here. What now?
HISTORICALLY, FACEBOOK = SOCIAL,[object Object],GOOGLE = UTILITY,[object Object],“Facebook's mission is to give people the power to share and make the world more open and connected” – Facebook.com,[object Object],“Google’s mission is to organize the world‘s information and make it universally accessible and useful” – Google.com,[object Object]
FACEBOOK TARGETS ,[object Object],AN AUDIENCE,[object Object]
Facebook Advertising gives brands the ability to target an audience according to demographics, interest, location and network. ,[object Object],http://www.facebook.com/ads,[object Object]
GOOGLE TARGETS A NEED,[object Object]
Google AdWordsgives brands the ability to target specific keywords based on what their customers are searching for.,[object Object],https://adwords.google.co.uk,[object Object]
BOTH RACE TO OFFERTHE IDEAL TARGETING EQUATION,[object Object]
WHAT AMI INTERESTED IN?,[object Object],WHO ARE MY FRIENDS, COLLEAGUES...?,[object Object],WHAT I NEED?,[object Object],WHO AM I?,[object Object],NEED + IDENTITY + INTEREST + NETWORK,[object Object],= PERFECT TARGETING,[object Object]
WITH GOOGLE+,GOOGLE IS ON ITS WAY TO PROVIDING BRANDS WITH THE PERFECT DATA SET,[object Object]
WHAT AMI INTERESTED IN?,[object Object],WHO ARE MY FRIENDS, COLLEAGUES...?,[object Object],WHAT I NEED?,[object Object],WHO AM I?,[object Object],NEED + IDENTITY + INTEREST + NETWORK,[object Object],= PERFECT TARGETING,[object Object]
“Google+ is making Google better, and FB's long-term aspirationsare much larger than social networking. Google+ can make Google stronger which makes it harder for FB to expand their vision.”,[object Object],– Tom Anderson, MySpace founder, Google+, 7.7.11,[object Object]
SO WHAT DO BRANDSNEED TO KNOW?,[object Object]
FOR STARTERS,GOOGLE+ IS FOCUSEDON PEOPLE, NOT BRANDS,[object Object],“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,[object Object]
BUT BRANDS WILL QUICKLY BECOME ACTIVE,[object Object],“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,[object Object]
SOME HAVE ALREADYLAUNCHED PROFILES,[object Object]
Google+ is here. What now?
WHERE COULD GOOGLE+ GO?,[object Object],7 “WHAT IF’S?” FROM US,[object Object]
#1. ,[object Object],WHAT IF GOOGLE+ ALLOWS BRANDS TO MANAGE THEIR AUDIENCE BY CIRCLES? ,[object Object]
At the moment, brands have to manage their communities as one, giant group and must broadly treat all users in the same way. ,[object Object],With Google+Circles: Brands could spread tailored content to specific groups (advocates, haters, employees...) to provide tailored experiences.,[object Object]
#2. ,[object Object],WHAT IF THE +1 BECOMESA CORE PART OF THE GOOGLE SEARCH RANKING ALGORITHM? ,[object Object]
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. ,[object Object]
#3. ,[object Object],WHAT IF GOOGLE COMBINED KEYWORD NEED VOLUMES WITH TARGET INSIGHT DATA? ,[object Object]
At the moment, Google Adwords allows advertisers to target users through keywords without ideas about who they are,[object Object],Google+AdWords: Advertisers could find keywords used by their target audience and not only target volume, but also demographics as well,[object Object]
#4. ,[object Object],WHAT IF YOUTUBE ISCOMPLETELY PERSONALISEDTO EACH USER ON ARRIVAL? ,[object Object]
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.,[object Object]
#5. ,[object Object],WHAT IF GOOGLE MAPSSHOWS YOUR FRIENDS’OPINIONS ON PLACES? ,[object Object]
Google+Maps: Brands could encourage users to check in using Google+ to help them curate their results for their friends in the future,[object Object]
#6. ,[object Object],WHAT IF GMAILCONNECTS USERS’ NEEDSWITH CONTACTS INTERESTS?,[object Object]
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.),[object Object]
#7. ,[object Object],WHAT IF GOOGLE ADWORDS BECOMES SOCIAL?,[object Object]
Google+Adwords: Adwords could use audience’s network to display ads recommended by friends and improve message impact.,[object Object]
GOOGLE+ SEEMS TO BE A GREAT OPPORTUNITY FOR MARKETERS,[object Object]
BUT REMEMBER THAT BETTER DATA FOR BRANDS MAY NOT MATCH USER PRIVACY EXPECTATIONS  ,[object Object]
“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. ,[object Object],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,[object Object]
THANKS FOR READING,[object Object],– Tyler Turnbull,Joint Head of Planning,[object Object],     tyler.turnbull@publicismodem.com,[object Object],@tyturnbullhttp://gplus.to/tyturnbull,[object Object],– Damien Le Castrec,Planner,[object Object],     damien.lecastrec@publicismodem.com,[object Object],@damienlchttp://gplus.to/damienlc,[object Object]
THANKS FOR THEIR INSPIRATION,[object Object],http://www.wired.com/epicenter/2011/06/inside-google-plus-social/,[object Object],http://www.chrisbrogan.com/ad-free-google-plus-50/,[object Object],http://mashable.com/2011/07/02/myspace-tom-google/,[object Object],http://techcrunch.com/2011/07/03/social-studies/?goback=%2Enmp_*1_*1_*1_*1_*1_*1,[object Object],http://www.slideshare.net/padday/the-real-life-social-network-v2,[object Object],http://www.wired.com/epicenter/2011/06/google-facebook-privacy/,[object Object],http://www.slideshare.net/pmereles/comscore-2010-europe-digital-year-in-review-7188105,[object Object],http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/2010_Europe_Digital_Year_in_Review,[object Object],http://www.wired.co.uk/news/archive/2011-06/29/google-facebook-privacy,[object Object],Nicholas Carr, The Shallows, 2010,[object Object],Pictures:,[object Object],http://www.flickr.com/photos/kexino/5946475914/sizes/l/in/photostream/,[object Object],http://www.trendhunter.com/trends/facebook-icons#!/photos/110364/4,[object Object],http://likevsplus.com/,[object Object]
ABOUT PUBLICIS MODEM,[object Object],      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. ,[object Object],      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. ,[object Object],      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. ,[object Object]

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Google+ is here. What now?

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Notas del editor

  1. http://www.businessinsider.com/amazons-amazing-facebook-integration-is-the-future-of-commerce-2011-2?op=1