How Brands are Using Google+

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Launched by Google in 2011, Google+ is the latest social networking tool on the block. Businesses of all types, but especially those in the consumer goods market, are giving the platform a try. In this presentation, attendees will discover the pros and cons of using Google+ from a business point of view, while also learning about how other brands are using the platform. This presentation was giving at the Social Media Strategies Conference in Chicago in April 2012.

Business Technology

How Brands are Using Google+

By Erica Swallow
Tech Journalist & Director of Community, Contently

About Google+
• Launched to public in September 2011

• Google’s latest foray into social networking
• Google Friend Connect, Google Buzz, Orkut

• 170 million users

• Tech enthusiasts, male students

• Largely inactive user base

#googleplus | @ericaswallow

The Downside

#googleplus | @ericaswallow

More Negatives
• Administration is difficult
• You need a personal account to create a business
page

• Social dashboards don’t integrate Google+ yet
• Apply for HootSuite beta

• Google side projects are unreliable
• Buzz, Wave, Hotpot

#googleplus | @ericaswallow

Create Custom Circles
• Based on your email contacts
• Circles enable easy grouping and sharing

#googleplus | @ericaswallow

Follow Sparks
• Google+’s algorithmic content recommendation system
• Based on Google Search, Google+ and +1 button

#googleplus | @ericaswallow

Google+ Business Pages

#googleplus | @ericaswallow

Top Industries on Google+

Source: Simply Measured

#googleplus | @ericaswallow

Engagement Rates

Source: Simply Measured

#googleplus | @ericaswallow

Most Engaging Content

Source: Simply Measured

#googleplus | @ericaswallow

1. Target With Circles

#googleplus | @ericaswallow

2. Make a Big Announce

#googleplus | @ericaswallow

3. Host Hangouts
• Business meetings, industry chats, meetups, tech support

• Hangout with Extras: named hangouts, shared notes and
sketchpad, Google docs integration, screensharing

• Hangout On Air enables streaming to unlimited users
• Records to private video on YouTube

#googleplus | @ericaswallow

Hangouts – Interviews

#googleplus | @ericaswallow

Hangouts – Industry Chat

#googleplus | @ericaswallow

Hangouts – Help Desk

#googleplus | @ericaswallow

Hangout Tips From the Muppets

Click here to watch an awesome video.
#googleplus | @ericaswallow

4. Expand Content Distribution
• Share photos, articles, videos, and commentary
• Segmentation: Customers, VIPs, Team members

#googleplus | @ericaswallow

Photos, Photos, Photos

#googleplus | @ericaswallow

5. Promote a Contest
• Cannot run contests on Google+
• But you can link off to the contest

#googleplus | @ericaswallow

Photo + Contest = Not Too Shabby

#googleplus | @ericaswallow

Hashtags: Conferences

#googleplus | @ericaswallow

Hashtags: Get In On a Meme

#googleplus | @ericaswallow

Hashtags: Promote Hangouts

#googleplus | @ericaswallow

Hashtags: Run a Campaign

#googleplus | @ericaswallow

Mentions: Give Shout Outs

#googleplus | @ericaswallow

Mentions: Cross-promote Pages

#googleplus | @ericaswallow

Other Reasons To Get Started…
• Connect with early adopters

• Network with journalists and potential clients

• Explore

#googleplus | @ericaswallow

Pro Tip #1: Shorten Your URL
• Google+ doesn’t support vanity URLs
• Use gplus.to to create a short URL for sharing

#googleplus | @ericaswallow

Pro Tip #2: Google+ Ripples

#googleplus | @ericaswallow

Questions?

Erica Swallow | @ericaswallow | ericaswallow.com

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1. How Brands are Using Google+ By Erica Swallow Tech Journalist & Director of Community, Contently

2. About Google+ • Launched to public in September 2011 • Google’s latest foray into social networking • Google Friend Connect, Google Buzz, Orkut • 170 million users • Tech enthusiasts, male students • Largely inactive user base #googleplus | @ericaswallow

3. Why Google+ Matters • Largest search engine in the world • Momentum towards social-driven search • Google products continue to merge • Google Places, Google Reader, Google Search • Massive brand page growth • 1,400% increase in users following top 100 brand pages from December 2011 to January 2012 #googleplus | @ericaswallow

4. The Downside #googleplus | @ericaswallow

5. More Negatives • Administration is difficult • You need a personal account to create a business page • Social dashboards don’t integrate Google+ yet • Apply for HootSuite beta • Google side projects are unreliable • Buzz, Wave, Hotpot #googleplus | @ericaswallow

6. The Google+ Profile #googleplus | @ericaswallow

7. Create Custom Circles • Based on your email contacts • Circles enable easy grouping and sharing #googleplus | @ericaswallow

8. Follow Sparks • Google+’s algorithmic content recommendation system • Based on Google Search, Google+ and +1 button #googleplus | @ericaswallow

9. Google+ Business Pages #googleplus | @ericaswallow

10. Top Brand Pages on Google+ Source: Simply Measured #googleplus | @ericaswallow

11. Top Industries on Google+ Source: Simply Measured #googleplus | @ericaswallow

12. Engagement Rates Source: Simply Measured #googleplus | @ericaswallow

13. Most Engaging Content Source: Simply Measured #googleplus | @ericaswallow

14. 1. Target With Circles #googleplus | @ericaswallow

15. 2. Make a Big Announce #googleplus | @ericaswallow

16. 3. Host Hangouts • Business meetings, industry chats, meetups, tech support • Hangout with Extras: named hangouts, shared notes and sketchpad, Google docs integration, screensharing • Hangout On Air enables streaming to unlimited users • Records to private video on YouTube #googleplus | @ericaswallow

17. Hangouts – Interviews #googleplus | @ericaswallow

18. Hangouts – Industry Chat #googleplus | @ericaswallow

19. Hangouts – Help Desk #googleplus | @ericaswallow

20. Hangout Tips From the Muppets Click here to watch an awesome video. #googleplus | @ericaswallow

21. 4. Expand Content Distribution • Share photos, articles, videos, and commentary • Segmentation: Customers, VIPs, Team members #googleplus | @ericaswallow

22. Photos, Photos, Photos #googleplus | @ericaswallow

23. 5. Promote a Contest • Cannot run contests on Google+ • But you can link off to the contest #googleplus | @ericaswallow

24. Photo + Contest = Not Too Shabby #googleplus | @ericaswallow

25. 6. Rock Hashtags & Mentions topics, events, random things people, brand pages #googleplus | @ericaswallow

26. Hashtags: Conferences #googleplus | @ericaswallow

27. Hashtags: Get In On a Meme #googleplus | @ericaswallow

28. Hashtags: Promote Hangouts #googleplus | @ericaswallow

29. Hashtags: Run a Campaign #googleplus | @ericaswallow

30. Mentions: Give Shout Outs #googleplus | @ericaswallow

31. Mentions: Cross-promote Pages #googleplus | @ericaswallow

32. Other Reasons To Get Started… • Connect with early adopters • Network with journalists and potential clients • Explore #googleplus | @ericaswallow

33. Pro Tip #1: Shorten Your URL • Google+ doesn’t support vanity URLs • Use gplus.to to create a short URL for sharing #googleplus | @ericaswallow

34. Pro Tip #2: Google+ Ripples #googleplus | @ericaswallow

35. Questions? Erica Swallow | @ericaswallow | ericaswallow.com

Editor's Notes

Friend Connect: social add-ons for websitesGoogle Buzz: social stream tied to Gmail Orkut: facebook-like social network that really only took off in a few countries, namely Brazil.90 million users (mid-January; 1/19) – 100 million (independent analyst Paul Allen, founder of Ancestry.com, 2/1)(60% male / 40% female) 18-30 year olds a whopping 83% of users are inactive, leaving only 17% of active users (Bime – 10 million person tracking study)
Source: Digital marketing startup Brightedge
Most people are not active and growing a fan base is difficult. 83% active / 17% inactive (as of a few months ago) – according to a study of 10 million Google+ users by data visualization firm Bime.
HotPot – social recommendation systems
Introduced brand pages in November.
“Google+ Brand Adoption and Engagement Trends” study by Adam Schoenfeld of Simply Measured (3 month update as published on 2/9/2012)
Brand pages launched in November… died down, low around holidays. New year, spiked.
Brand pages launched in November… died down, low around holidays. New year, spiked.
Intel has users +1 five certain images in order to be added to that Circle. “technology enthusiast, IT experts, newsroom, software developer, and trends”
Cadbury launches the Dairy Milk Bubbly on Google+ (January 2012)
Obama hangout: http://mashable.com/2012/01/31/obama-hangout/, 227,000 attendees, real-time conversation.
Fox 11 News Los Angeles anchor Maria Quiban hosts daily #EpicHangout chats. Has interviewed Mike Tyson, Kevin Smith, Steven Seagal, Joan Rivers, Jaleel White, James Van Der Beek, Tony Goldwyn, Alexander Ludwig, etc.
Google+ Community ManagersDasha Cherepennikova and Vanessa Schneider (small business owners with local Google+ pages)
Google+ Community ManagersDasha Cherepennikova and Vanessa Schneider – with stars from „The Muppets” movie – Jason Segel and Amy Adams.
Be inclusive. Give credit where it’s due.
Be inclusive. Give credit where it’s due.
Be inclusive. Give credit where it’s due.

How Brands are Using Google+

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