Webinar: Can Google+ Help Enterprise Brands?
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This document summarizes a webinar about how Google+ can help enterprise brands. It discusses how Google+ creates value through deeper engagement, measurable impact, and better discovery. It provides examples of how brands like Topshop, Cadbury, and Toyota have used Google+ communities, Hangouts, and apps to increase engagement. It also discusses how social recommendations on Google properties can improve advertising performance and conversion rates across Google search, video, display, and local. The document advocates establishing a Google+ page, using social reports in Google Analytics, and enabling social extensions to maximize the benefits of Google+ for brands.
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Webinar: Can Google+ Help Enterprise Brands?
- 1. Google Confidential and Proprietary 11Google Confidential and ProprietaryGoogle Confidential and Proprietary #SocialAtScale
- 2. Google Confidential and Proprietary 2Google Confidential and Proprietary 2 #SocialAtScale #SocialAtScale WEBINAR: Can Google+ Help Enterprise Brands?
- 3. Google Confidential and Proprietary 3Google Confidential and Proprietary 3 #SocialAtScale Guest Speakers Moderators Hank Lea Web Marketing Specialist, Intel Corporation Ray Popp Head of Content & Social Media, Groupon Blake Landro Lead Social Strategy & Solutions, Google Jamie Herther Global Social Solutions, Sales Lead, Google Esteban Contreras Director of Strategy, Sprinklr Jeremy Epstein VP of Marketing, Sprinklr
- 4. Google Confidential and Proprietary 44Google Confidential and ProprietaryGoogle Confidential and Proprietary Google+ and Brands The value of Identity, Relationships & Sharing…across the web
- 5. Google Confidential and Proprietary 55Google Confidential and Proprietaryhttp://www.youtube.com/watch?v=QgR6Y5nrTdQ
- 6. Google Confidential and Proprietary 66Google Confidential and Proprietary Jun Jul Oct Jan 2012 Apr Jun Sep Jan 2013 MayMar A global community, with growing engagement 190MMonthly active users on Google+ 390MTaking social actions across Google
- 7. Google Confidential and Proprietary 77Google Confidential and Proprietary Identity Relationships Sharing and Recommendations
- 8. Google Confidential and Proprietary 88Google Confidential and Proprietary Search Video Mobile Display Offers Local +People +Relationships +Sharing +Recommendations Google+ aims to make all of your Google experiences better
- 9. Google Confidential and Proprietary 99Google Confidential and Proprietary How is Google+ creating value for businesses? Deeper engagement Measurable impact Better Discovery Marketing performance across the web
- 10. Google Confidential and Proprietary 1010Google Confidential and Proprietary Socially inspired brand awareness Better Discovery
- 11. Google Confidential and Proprietary 1111Google Confidential and Proprietary Google+ enables brand discoverability Google+ Posts in Search Your followers may see content you’ve posted on your Page when it’s relevant to their search terms Surfacing your Google+ Page Users can click through to your Page, right from the search results page Real-time content If you post frequently on Google+, users may see your most recent post right in search Better Discovery
- 12. Google Confidential and Proprietary 1212Google Confidential and Proprietary Better Discovery
- 13. Google Confidential and Proprietary 1313Google Confidential and Proprietary Surfacing Google+ posts on the go, exactly when you need it
- 14. Google Confidential and Proprietary 1414Google Confidential and Proprietary Better Discovery Sharing videos in Google+, drives social discovery in YouTube
- 15. Google Confidential and Proprietary 1515Google Confidential and Proprietary Deeper engagement A new breed of brand engagement
- 16. Google Confidential and Proprietary 1616Google Confidential and Proprietary Topshop leverages Google+ to transform the fashion show Program included HOAs featuring the Topshop Model Cam, backstage events & interviews with models & designers, and a special G+ photo booth at the flagship store - 7,500 live views of the red carpet hangout - 4M video views across platforms (social and owned) - 300K new Google+ followers in 2 weeks - G+ posts viewed 400K times - 600+ animated photos from G+ photo booth at Topshop’s flagship store Results
- 17. Google Confidential and Proprietary 1717Google Confidential and Proprietary Hangout Applications let brands customize any experience to be more social Deeper Engagement Toyota Collaborator Hangout App: • Build your dream car with your friends • Go on a test drive • Ask a Toyota salesman questions Penguin Storytime Hangout App: • Read a bedtime story with your kids regardless of where you are • Act out the story together live • Use your webcam to become the characters
- 18. Google Confidential and Proprietary 18Google Confidential and Proprietary 18 Communities: Connecting people around passions Cadbury’s first Google+ community attracts 20,000 fans in less than three months Goals • Build a network around cakes and baking • Drive deep engagement through recipes Approach • Launched inaugural community • Obtained valuable user-generated content • Cross-promoted community in main G+ page • Posted links on other social networks to recipes Results • One of the top 100 communities on G+ • Over 20,000 members • Over 2,500 recipes posted • 20 interactions per post on average Client logo Screenshot Deeper Engagement
- 19. Google Confidential and Proprietary 1919Google Confidential and ProprietaryGoogle Confidential and Proprietary
- 20. Google Confidential and Proprietary 2020Google Confidential and Proprietary Ads are getting more relevant, and performing better Marketing performance across the web
- 21. Google Confidential and Proprietary 2121Google Confidential and Proprietary By upgrading to enhanced campaigns and managing an active Google+ Page, social recommendations will automatically surface when relevant Source: Google Internal Data Social recommendations can improve ad performance, and are now easier with Enhanced Campaigns Across The Web 5-10% average search ad CTR uplift from social annotations
- 22. Google Confidential and Proprietary 2222Google Confidential and Proprietary 91%lift in conversion rate for non- brand auto terms when social annotations are present on ads Better yet, in the Automotive sector, shoppers exposed to these recommendations may be more likely to convert on-site Source: Google/Compete Google+ & Auto Industry Study, October 2012. Across The Web
- 23. Google Confidential and Proprietary 2323Google Confidential and Proprietary Measurable impact See the impact of social on your business objectives
- 24. Google Confidential and Proprietary 2424Google Confidential and Proprietary 20,358 ($113,037.50) Conversions 11,003 ($48,762.25) Assisted Social Conversions 2,375 ($8,687.00) Last Interaction Social Conversions Social Reports in Google Analytics: Tie real dollar amounts to your social marketing Measurable Impact
- 25. Google Confidential and Proprietary 2525Google Confidential and Proprietary Social Measurability G+ Ripples illustrate earned media, surface brand advocates
- 26. Google Confidential and Proprietary 26Google Confidential and Proprietary 26 Measure the impact • Review CTR impact of Social Annotations in AdWords • Experiment with social reports in Google Analytics Be discovered • Establish brand identity with your +page • Add the Google+ badge to your site • Post rich content on a regular basis Drive performance across the web • Enable social extensions to drive search ad performance • 5-10% lift in CTR when social annotations appear in ads Create more personal engagement • Use Hangouts on Air to broadcast a conversation • Create a Hangout App to make your brand experiences more social Making the most of Google+
- 27. Google Confidential and Proprietary 27Google Confidential and Proprietary 27 #SocialAtScale SOCIAL STATE THOUGHTS, STATS AND STORIES ABOUT THE STATE OF SOCIAL MEDIA IN 2013 Esteban Contreras Director of Strategy at Sprinklr Author