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GOOGLE+
BUILDING A BETTER SHARING MACHINE
WHAT IS GOOGLE+?
LOOKS LIKE FACEBOOK…




LESS ATTENTION            MORE ATTENTION




                 http://www.zdnet.com/blog/facebook/users-look-at-facebook-and-google-the-same-way/2577
…TASTES LIKE TWITTER…




Interesting people sharing interesting things (friendship not required).

                                                                      http://socialstatistics.com
…BUT WITH MORE FLAVORS.




Filtered by Circles   Group Video Chat   Instant Upload




                      Editable Posts
THE BETTER QUESTION IS,
    WHY IS GOOGLE+?

(I mean, do they really expect me
  to join another social network?)
• Another channel to maintain?
   What does it    • More fires to put out?
mean for brands?   • More ad space to buy?
                   • What in the world are we going to say?
And how did
  it become
 the fastest-
     growing
  website in
     history?
GOOGLE MISSION STATEMENT:


“To organize the
world’s information
and make it universally
accessible and useful.”     ORIGINAL GOOGLE SERVER RACK

                                   http://www.flickr.com/photos/alexlomas/5914079322/
ORIGINAL INNOVATION:


 Google revolutionized
search with PageRank,
    a technology that
      determined the
    “importance” of a
  webpage by looking
         at what other
       pages link to it.
ONGOING
 INNOVATION:

                                                                  20                %
                                           PERCENT OF TIME GOOGLE EMPLOYEES CAN SPEND
                                         WORKING ON IDEAS AND PROJECTS THAT INTEREST THEM
                                                                                                    50
                                                                                            PERCENT OF GOOGLE’S PRODUCTS THAT
                                                                                              ORIGINATED FROM THE 20% TIME
                                                                                                                                %




http://royal.pingdom.com/2010/02/24/google-facts-and-figures-massive-infographic/
Privacy is
 SOCIAL STUMBLES:      Paramount


  Google’s misses
      in the social
space have taught
 valuable lessons.    Community
                        is Key
PROFITABLE INNOVATION:


Google reinvented advertising
with AdWords and now owns
the world’s largest display
ad network. All told, Google
generated over $28B from
advertising in 2010 (97%
of total revenue).
But Google’s competition is aligning…
“The core of
    the (Bing)
  search page
   will change
radically with
      the help
        of your
       friends.”
   +Mark Zuckerberg
   Founder, Facebook
       October 2010
                       http://bits.blogs.nytimes.com/2010/10/13/facebook-and-microsoft-team-up-on-social-search/
                                       http://www.engadget.com/2011/06/06/apple-brings-twitter-integration-to-ios/
…and gaining.




                                                                                                          http://www.hitwise.com/us/
                http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/
WALLED GARDEN:


       Facebook is even rumored
          to be launching its own                                         REGISTRATION
                                                                          REGISTRATION
                                                                          INFORMATION
                                                                          INFORMATION

     external ad network capable                                              FRIEND
                                                                              FRIEND
                                                                          CONNECTIONS
                                                                          CONNECTIONS

      of unprecedented targeting.                                            CONTENT
                                                                             CONTENT
                                                                            KEYWORDS
                                                                            KEYWORDS
                                                                              PHOTO
                                                                              PHOTO
                                                                          RECOGNITION
                                                                          RECOGNITION
                                                                               LIKES
                                                                               LIKES
                                                                             LOCATION
                                                                             LOCATION
                                                                            CHECK-INS
                                                                            CHECK INS



http://www.europeupclose.com/article/northern-england-and-the-midlands/
Last year,
                                                    this painting was
                                                    put on display at
                                                    Google coinciding
                                                    with an urgent memo
                                                    to all employees…



Emerald Sea, an 1878 painting by Albert Bierstadt     http://www.businessinsider.com/google-was-super-nervous-
                                                         about-facebook-used-this-painting-as-inspiration-2011-4
SOCIAL NETWORKING




                GOOGLE




Harness the power of social networking
or risk being crushed by it.
http://techcrunch.com/2010/12/01/google-social-emerald-sea/
In 2011, Google
                                                                                                     CEO Larry Page
                                                                                                     announces that
                                                                                                     all employee
                                                                                                     bonuses will
                                                                                                     be tied to
                                                                                                    “how well we
                                                                                                     perform against
                                                                                                     our strategy
                                                                                                    to integrate
                                                                                                     relationships,
                                                                                                     sharing and
                                                                                                     identity across
                                                                                                     our products.”

http://www.businessinsider.com/heres-the-memo-telling-all-google-employees-their-2011-pay-depends-on-google-sucking-less-at-social-2011-4
On March 30,
  +1 buttons
 appeared as
  a gift from
  the Google
 search gods.
Then on
June 28,
Google+
launched in
a “limited
field trial.”




                http://googleblog.blogspot.com/2011/06/introducing-google-project-real-life.html
PROJECT, NOT PRODUCT




                                                                       “We’re calling this the Google+ project for a reason.
                                                                        It’s not a monolithic product…This is a project and
                                                                      when we say “project” we mean it’s much broader in
                                                                          scope. This is something that will impact Google.”

                                                                                                             +Bradley Horowitz
                                                                                                          Project Lead, Google+

http://allthingsd.com/20110628/
google-execs-explain-why-they-launched-google-now-before-its-ready/
FROM PAGES TO PEOPLE




                                                                            “When you look at the web today it’s
                                                                      obvious it’s not just about pages, it’s about
                                                                        people. It’s not just about information, it’s
                                                                                about what individuals are doing.”
                                                                                                            +Vic Gundotra
                                                                                                    Project Lead, Google+
http://allthingsd.com/20110628/
google-execs-explain-why-they-launched-google-now-before-its-ready/
A PRIVACY NETWORK FIRST



        “We wanted to build the first privacy
    network that got social right. We wanted
      to build something that you could feel
  comfortable sharing with, and we believed
  that if we did that, you would share more.”
                                                 +Vic Gundotra
                                         Project Lead, Google+




                 https://plus.google.com/113117251731252114390/posts/Q6KB4Frbi6B
LYTICS. AL L O P T I M
                                                                   NA                       IZE D F
                                                                NDA                                 OR GO
                                                                                                          OGLE
                                                               A                                               S E AR
                                                                                                                     CH A
A Better Sharing Machine




                                                           H
                                                                                                                         ND




                                                         RC
                                                                            ARING
                                                                                                                                AN




                                                       EA
                                                                           H




                                             R GOOGLE S




                                                                                                                                  AL
                                                                      S




                                                                                                                                    YT
                                                                                                            E INFO




                                                                 MORE
                                                                                                          OR




                                                                                                                                      ICS
                                                                                                         M




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                                                                                                                      RM
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                                                                                                          Y TI
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                                                                             CS




                                                                        SE
                                                                               .A                    E
                                                                                 LL                GL
                                                                                    OP
                                                                                      TIMIZ FOR GOO
                                                                                           ED
SHARING (AND RESHARING) THE FIRST 30 DAYS
JUNE 28:        JULY 5:             JULY 6:               JULY 8:         JULY 9-11:       JULY 14:          JULY 16:        JULY 21:          JULY 22:          JULY 23:           JULY 25:




                                                                                                                             All brand         Users
                                                                                                                             pages removed d   recommend
                                                          +1 Button                                                          (except for       other users to
Google+         SocialStatistics.   +Marty Wetherall      on more sites   +Kevin Rose &    CEO +Larry        +Daria Musk’s   +Ford Motor       add for updates   +Daria Musk’s      Google+
launches        com lists +Mark     (finally) gets in     than Twitter                     Page shares       first Hangout   Company’s),       on Norway         second Hangout     fastest website
                Zuckerberg as                             share button                     Google’s          concert with    promise of        Disaster          concert viewed     to 25M visitors
                most followed                                                              Quarterly         98 people       business pages                      by over 7,000 on   in history
                user on Google+                                                            Earnings                          for all by Q4                       HangoutParty.com
                                                                                           Statement
                                                                                           on Google+,
                                                                                           confirms
                                                                          +Bill Gross      10M users
                                                                          redirect         and over 1B
“Limited                            +Christian Oestlien                   blogs to their   items shared
 Field Trial”                       announces                             Google+ pages.   and received
 (invitation                        application for                       Reason: higher   in a single day                                                                          +Mark Zuckerberg
 only)                              Google+ business                      engagement                                                                                                still top user
                                    page pilot program
                                    (deadline: June 15)




                                                                                                                                                                                    Still invitation
                                                                                                                                                                                    only
                                    +Soulja Boy
                                    has a Hangout
                                    with 27 people


      MOSTLY ABOUT GOOGLE+                                                             CONTENT SHARED                                                       MORE ABOUT OTHER STUFF
“In just over six weeks,
 (Google+ has) moved
    from innovators to
      early adopters to
      early mainstream
users visiting the new
        social network.”

         —Experian Hitwise




                             http://weblogs.hitwise.com/bill-tancer/2011/08/google_plus_innovators_and_ear.html
KEY INNOVATION:



 Circles improve both
sharing and receiving.




                         http://techbend.com/2011/07/01/google-plus-new-google-social-network-whats-new-google-black-bar-google-products-page/
+Paul Adams
                                                                   (then with
                                                                   Google, now
                                                                   with Facebook)
                                                                   pioneered
                                                                   designing for
                                                                   different types
                                                                   of relationships.




http://www.slideshare.net/padday/the-real-life-social-network-v2
+MIKE ELGAN’S GOOGLE+ DIET DISCOVERY




                                       https://plus.google.com/113117251731252114390/posts/aQYKVc5GPVK
“JUST–WAIT–AND–SEE” INNOVATION




Hangouts take real–time social interaction
to another level with almost unlimited       Sparks serve up easily shareable content
potential for interesting uses.              sorted by interest, paving the way for a
                                             new form of sponsored search.
SHAREABLE
THE EVOLUTION OF SOCIAL MEDIA
EVENTUALLY (IF GOOGLE
     IS SUCCESSFUL), YOUR
     CHOICE OF SOCIAL
     NETWORK WON’T MATTER.



                                                                                              “Back in the bad old days, customers of one
                                                                                              phone network couldn’t call customers of
                                                                                              other phone networks, then people couldn’t
                                                                                              email out-of-network. Today people can’t
                                                                                              be social across networks, but few people
                                                                                              mind because everyone they care about is on
                                                                                              Facebook. Plus is a big push to change that.”

                                                                                                                          +Marshall Kirkpatrick
http://marshallk.com/google-pluss-real-goal-is-not-to-kill-facebook-but-to-force-it-to-open
FOR USERS, GOOGLE+ THREADS THE NEEDLE




 Sharing with friends,          Sharing with different Circles,   Public sharing
 complicated privacy settings   easy control of who sees what

 EdgeRank filtering             Self–filtering                    Self–filtering using
 of Newsfeed                    of stream                         Lists and Search

 420–character post limit,      No character limit (auto–         140–character post limit, no
 threaded comments              collapsing), threaded comments    comment threading

 Games get in the way           Games in their place              No games

 Content not                    Public content searchable on      Content searchable (but no longer
 searchable                     Google (and soon on Google+)      optimized for Google search)

 Evolved from Wall posts        Specifically designed as a        Pioneered easy online sharing
 to status updates              better sharing machine            optimized for mobile SMS
FOR BRANDS, GOOGLE IS SEAMLESS…


                               TRACKABLE     PERSONALIZED
    TRIGGERS                  USER ACTIONS     TRIGGERS
…AND EVERYWHERE
ADDS NOT ADS




               “…We may never even see an ad on G+—Google has
                plenty to gain without ever showing an ad, and, put
                            simply, Google doesn’t need the money.”

                                                      +Tom Anderson
                                                 Co-Founder, Myspace
BRAND CASE STUDY: FORD




Ford is leveraging
their early access
to experiment with
Hangouts and various
forms of content,
including asking users
what they would like
to see from the brand
on Google+. Ford
Social Media Director
+Scott Monty is also
active on the platform.
BRAND CASE STUDY: DELL




While Dell waits for
Google+ Business
Pages, founder
+Michael Dell is
actively representing
the brand on the
platform. He’s famously
considering Hangouts
for customer service,
and he frequently posts
content relevant to Dell
customers including
brand news and ads.
BRAND CASE STUDY: GOOGLE




Every Google employee
is active on Google+ and
actively engaged with
promoting its growth.
They’re always sharing
helpful advice on how
to use the platform and
appearing in Hangouts
to answer questions,
creating a welcoming
environment for
newcomers.
CONSIDER THE POTENTIAL FOR GOOGLE+ BUSINESS PAGES (DUE Q4)




                                                                       +1 Button
                                                                        • Polling
                                  • Place Page integration


  • Public, joinable Circles                                                                  • Mobile alerts to Circles
• Targeted Content Delivery
                                 All enabled from Google Search and Display ads




  • View–only Hangouts for up to 10K viewers
       • Mobile Hangouts for guided tours
                                                              Nearby                • Sponsored Sparks
                                                   • Geo–targeted sponsored deals
• Circles offer targeted content delivery across devices, meaning more
                  possible content channels (each demanding fresh updates)

Contemplate     • No character limit enables all types of content in a highly networked
                  environment built for sharing and resharing
      Content   • Hangouts put your brand in a virtual room with live consumer

     Strategy     interaction (soon to be mobile and embeddable)

                • Everything optimized for Google Search and Analytics as well as
 for a Better     integration with other Google products (AdWords, Places, Offers,
                  Checkout, Catalogs)
      Sharing   • First Mover opportunity when Google+ Business Pages appear (due Q4)

     Machine    • Aiming beyond the “Like”, with more room than a ReTweet, what are
                  your brand’s shareabilities?
• Place +1 Buttons on all web properties now and save room for
                Google+ social sharing plugins soon (use Buzz This as a placeholder)

              • Create a Google+ user account (let us know if you need an
     Fallon     invitation)


Recommends    • Consider appointing one or more brand representatives to initiate a
                following and test content strategy (see +Michael Dell)

              • Circle interesting users and examine what content generates the
                most response (+1s, Comments, Shares)

              • Ask users what kinds of content they want from your brand

              • Evaluate Google+ as your primary hub of social brand activity
                (promoted via Facebook, Twitter, Google Ads) based on its SEO,
                analytics, and enhanced sharing properties
• The Web has matured from pages to people

          • Google+ is a highly evolved sharing machine with
            an active, fast-growing user base

Summary   • Google+ is the thread that will make other Google
            products and services better (and seamless)

          • Brands can harness improved social functionality
            (Circles, Hangouts) and end-to-end analytics

          • Cultivate your brand’s shareabilities

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Fallon Brainfood: The Google+ Opportunity for Brands

  • 1. GOOGLE+ BUILDING A BETTER SHARING MACHINE
  • 3. LOOKS LIKE FACEBOOK… LESS ATTENTION MORE ATTENTION http://www.zdnet.com/blog/facebook/users-look-at-facebook-and-google-the-same-way/2577
  • 4. …TASTES LIKE TWITTER… Interesting people sharing interesting things (friendship not required). http://socialstatistics.com
  • 5. …BUT WITH MORE FLAVORS. Filtered by Circles Group Video Chat Instant Upload Editable Posts
  • 6. THE BETTER QUESTION IS, WHY IS GOOGLE+? (I mean, do they really expect me to join another social network?)
  • 7. • Another channel to maintain? What does it • More fires to put out? mean for brands? • More ad space to buy? • What in the world are we going to say?
  • 8. And how did it become the fastest- growing website in history?
  • 9. GOOGLE MISSION STATEMENT: “To organize the world’s information and make it universally accessible and useful.” ORIGINAL GOOGLE SERVER RACK http://www.flickr.com/photos/alexlomas/5914079322/
  • 10. ORIGINAL INNOVATION: Google revolutionized search with PageRank, a technology that determined the “importance” of a webpage by looking at what other pages link to it.
  • 11. ONGOING INNOVATION: 20 % PERCENT OF TIME GOOGLE EMPLOYEES CAN SPEND WORKING ON IDEAS AND PROJECTS THAT INTEREST THEM 50 PERCENT OF GOOGLE’S PRODUCTS THAT ORIGINATED FROM THE 20% TIME % http://royal.pingdom.com/2010/02/24/google-facts-and-figures-massive-infographic/
  • 12. Privacy is SOCIAL STUMBLES: Paramount Google’s misses in the social space have taught valuable lessons. Community is Key
  • 13. PROFITABLE INNOVATION: Google reinvented advertising with AdWords and now owns the world’s largest display ad network. All told, Google generated over $28B from advertising in 2010 (97% of total revenue).
  • 14. But Google’s competition is aligning…
  • 15. “The core of the (Bing) search page will change radically with the help of your friends.” +Mark Zuckerberg Founder, Facebook October 2010 http://bits.blogs.nytimes.com/2010/10/13/facebook-and-microsoft-team-up-on-social-search/ http://www.engadget.com/2011/06/06/apple-brings-twitter-integration-to-ios/
  • 16. …and gaining. http://www.hitwise.com/us/ http://blog.nielsen.com/nielsenwire/online_mobile/what-americans-do-online-social-media-and-games-dominate-activity/
  • 17. WALLED GARDEN: Facebook is even rumored to be launching its own REGISTRATION REGISTRATION INFORMATION INFORMATION external ad network capable FRIEND FRIEND CONNECTIONS CONNECTIONS of unprecedented targeting. CONTENT CONTENT KEYWORDS KEYWORDS PHOTO PHOTO RECOGNITION RECOGNITION LIKES LIKES LOCATION LOCATION CHECK-INS CHECK INS http://www.europeupclose.com/article/northern-england-and-the-midlands/
  • 18. Last year, this painting was put on display at Google coinciding with an urgent memo to all employees… Emerald Sea, an 1878 painting by Albert Bierstadt http://www.businessinsider.com/google-was-super-nervous- about-facebook-used-this-painting-as-inspiration-2011-4
  • 19. SOCIAL NETWORKING GOOGLE Harness the power of social networking or risk being crushed by it.
  • 21. In 2011, Google CEO Larry Page announces that all employee bonuses will be tied to “how well we perform against our strategy to integrate relationships, sharing and identity across our products.” http://www.businessinsider.com/heres-the-memo-telling-all-google-employees-their-2011-pay-depends-on-google-sucking-less-at-social-2011-4
  • 22. On March 30, +1 buttons appeared as a gift from the Google search gods.
  • 23. Then on June 28, Google+ launched in a “limited field trial.” http://googleblog.blogspot.com/2011/06/introducing-google-project-real-life.html
  • 24. PROJECT, NOT PRODUCT “We’re calling this the Google+ project for a reason. It’s not a monolithic product…This is a project and when we say “project” we mean it’s much broader in scope. This is something that will impact Google.” +Bradley Horowitz Project Lead, Google+ http://allthingsd.com/20110628/ google-execs-explain-why-they-launched-google-now-before-its-ready/
  • 25. FROM PAGES TO PEOPLE “When you look at the web today it’s obvious it’s not just about pages, it’s about people. It’s not just about information, it’s about what individuals are doing.” +Vic Gundotra Project Lead, Google+ http://allthingsd.com/20110628/ google-execs-explain-why-they-launched-google-now-before-its-ready/
  • 26. A PRIVACY NETWORK FIRST “We wanted to build the first privacy network that got social right. We wanted to build something that you could feel comfortable sharing with, and we believed that if we did that, you would share more.” +Vic Gundotra Project Lead, Google+ https://plus.google.com/113117251731252114390/posts/Q6KB4Frbi6B
  • 27. LYTICS. AL L O P T I M NA IZE D F NDA OR GO OGLE A S E AR CH A A Better Sharing Machine H ND RC ARING AN EA H R GOOGLE S AL S YT E INFO MORE OR ICS M . ALL RM D FO ATION OPTIMIZE E M IZ P TI D FO O R L L GO S. A E PEOPLE G O R LE C TI MO SE LY A RC NA H A AN D D AN AN H AL RC Y TI A CS SE .A E LL GL OP TIMIZ FOR GOO ED
  • 28. SHARING (AND RESHARING) THE FIRST 30 DAYS JUNE 28: JULY 5: JULY 6: JULY 8: JULY 9-11: JULY 14: JULY 16: JULY 21: JULY 22: JULY 23: JULY 25: All brand Users pages removed d recommend +1 Button (except for other users to Google+ SocialStatistics. +Marty Wetherall on more sites +Kevin Rose & CEO +Larry +Daria Musk’s +Ford Motor add for updates +Daria Musk’s Google+ launches com lists +Mark (finally) gets in than Twitter Page shares first Hangout Company’s), on Norway second Hangout fastest website Zuckerberg as share button Google’s concert with promise of Disaster concert viewed to 25M visitors most followed Quarterly 98 people business pages by over 7,000 on in history user on Google+ Earnings for all by Q4 HangoutParty.com Statement on Google+, confirms +Bill Gross 10M users redirect and over 1B “Limited +Christian Oestlien blogs to their items shared Field Trial” announces Google+ pages. and received (invitation application for Reason: higher in a single day +Mark Zuckerberg only) Google+ business engagement still top user page pilot program (deadline: June 15) Still invitation only +Soulja Boy has a Hangout with 27 people MOSTLY ABOUT GOOGLE+ CONTENT SHARED MORE ABOUT OTHER STUFF
  • 29. “In just over six weeks, (Google+ has) moved from innovators to early adopters to early mainstream users visiting the new social network.” —Experian Hitwise http://weblogs.hitwise.com/bill-tancer/2011/08/google_plus_innovators_and_ear.html
  • 30. KEY INNOVATION: Circles improve both sharing and receiving. http://techbend.com/2011/07/01/google-plus-new-google-social-network-whats-new-google-black-bar-google-products-page/
  • 31. +Paul Adams (then with Google, now with Facebook) pioneered designing for different types of relationships. http://www.slideshare.net/padday/the-real-life-social-network-v2
  • 32. +MIKE ELGAN’S GOOGLE+ DIET DISCOVERY https://plus.google.com/113117251731252114390/posts/aQYKVc5GPVK
  • 33. “JUST–WAIT–AND–SEE” INNOVATION Hangouts take real–time social interaction to another level with almost unlimited Sparks serve up easily shareable content potential for interesting uses. sorted by interest, paving the way for a new form of sponsored search.
  • 35. EVENTUALLY (IF GOOGLE IS SUCCESSFUL), YOUR CHOICE OF SOCIAL NETWORK WON’T MATTER. “Back in the bad old days, customers of one phone network couldn’t call customers of other phone networks, then people couldn’t email out-of-network. Today people can’t be social across networks, but few people mind because everyone they care about is on Facebook. Plus is a big push to change that.” +Marshall Kirkpatrick http://marshallk.com/google-pluss-real-goal-is-not-to-kill-facebook-but-to-force-it-to-open
  • 36. FOR USERS, GOOGLE+ THREADS THE NEEDLE Sharing with friends, Sharing with different Circles, Public sharing complicated privacy settings easy control of who sees what EdgeRank filtering Self–filtering Self–filtering using of Newsfeed of stream Lists and Search 420–character post limit, No character limit (auto– 140–character post limit, no threaded comments collapsing), threaded comments comment threading Games get in the way Games in their place No games Content not Public content searchable on Content searchable (but no longer searchable Google (and soon on Google+) optimized for Google search) Evolved from Wall posts Specifically designed as a Pioneered easy online sharing to status updates better sharing machine optimized for mobile SMS
  • 37. FOR BRANDS, GOOGLE IS SEAMLESS… TRACKABLE PERSONALIZED TRIGGERS USER ACTIONS TRIGGERS
  • 39. ADDS NOT ADS “…We may never even see an ad on G+—Google has plenty to gain without ever showing an ad, and, put simply, Google doesn’t need the money.” +Tom Anderson Co-Founder, Myspace
  • 40. BRAND CASE STUDY: FORD Ford is leveraging their early access to experiment with Hangouts and various forms of content, including asking users what they would like to see from the brand on Google+. Ford Social Media Director +Scott Monty is also active on the platform.
  • 41. BRAND CASE STUDY: DELL While Dell waits for Google+ Business Pages, founder +Michael Dell is actively representing the brand on the platform. He’s famously considering Hangouts for customer service, and he frequently posts content relevant to Dell customers including brand news and ads.
  • 42. BRAND CASE STUDY: GOOGLE Every Google employee is active on Google+ and actively engaged with promoting its growth. They’re always sharing helpful advice on how to use the platform and appearing in Hangouts to answer questions, creating a welcoming environment for newcomers.
  • 43. CONSIDER THE POTENTIAL FOR GOOGLE+ BUSINESS PAGES (DUE Q4) +1 Button • Polling • Place Page integration • Public, joinable Circles • Mobile alerts to Circles • Targeted Content Delivery All enabled from Google Search and Display ads • View–only Hangouts for up to 10K viewers • Mobile Hangouts for guided tours Nearby • Sponsored Sparks • Geo–targeted sponsored deals
  • 44. • Circles offer targeted content delivery across devices, meaning more possible content channels (each demanding fresh updates) Contemplate • No character limit enables all types of content in a highly networked environment built for sharing and resharing Content • Hangouts put your brand in a virtual room with live consumer Strategy interaction (soon to be mobile and embeddable) • Everything optimized for Google Search and Analytics as well as for a Better integration with other Google products (AdWords, Places, Offers, Checkout, Catalogs) Sharing • First Mover opportunity when Google+ Business Pages appear (due Q4) Machine • Aiming beyond the “Like”, with more room than a ReTweet, what are your brand’s shareabilities?
  • 45. • Place +1 Buttons on all web properties now and save room for Google+ social sharing plugins soon (use Buzz This as a placeholder) • Create a Google+ user account (let us know if you need an Fallon invitation) Recommends • Consider appointing one or more brand representatives to initiate a following and test content strategy (see +Michael Dell) • Circle interesting users and examine what content generates the most response (+1s, Comments, Shares) • Ask users what kinds of content they want from your brand • Evaluate Google+ as your primary hub of social brand activity (promoted via Facebook, Twitter, Google Ads) based on its SEO, analytics, and enhanced sharing properties
  • 46. • The Web has matured from pages to people • Google+ is a highly evolved sharing machine with an active, fast-growing user base Summary • Google+ is the thread that will make other Google products and services better (and seamless) • Brands can harness improved social functionality (Circles, Hangouts) and end-to-end analytics • Cultivate your brand’s shareabilities