what google+ means for you (marketers)

What means for you Alisa Leonard Vice President, Strategy & Planning iCrossing

The basics…

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 3

Streams

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 4

Circles

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 5

Sparks

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 6

Hangouts

So what does it mean for marketers?

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 8

Perspective

Google+ is not another social destination site

Google+ promises to continue to enhance the relationship between search & social

Combined with use of +1, Google+ promises to drive greater bought, earned & owned media synergy

1

2

3

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 9

Not another social destination Building a social web

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 10

Laying the foundation for a social web

•  Focused on creating a social layer – social data that could permeate nearly every Google product

•  Social identity, content and activities connected across web services– from Google+ to Search and Maps

•  This means a more customized, user-centric web experience

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 11

The new social CRM – hyper customization

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 12

Search + Social Algorithm + Human Interaction

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 13

The question for marketers:

Can you improve your short- and long-term natural search performance by becoming active in Google+?

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 14

The answer:

Yes. The backbone of search & social synergy is content & social signals

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 15

Sparks – social content

•  Similar to “most shared” stories in LinkedIn, “most re-tweeted” in Twitter

•  Tends to rank and display content based on social signal velocity

•  Users can subscribe to topics at keyword level

•  Expected to become a signal for web search in the future

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 16

+1 – social signal

•  The +1 appears to be Google’s primary social signal

•  +1’s live in Google+, Google Search and now your owned spaces

•  Aggregated +1’s increase visibility in search & social

•  Driving +1’s requires better content and active engagement

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 17

Content best practices

•  Editorial Insights. Develop a content program based on search and social insights that cater to your target audience (segments).

•  Customization. Customize editorial programs by Circle segmentation; create multiple editorial calendars that map messaging to audience segment.

•  Ritualized Content. Communities respond best to ritualized content; identify top topics and content formats that receive the most interaction and create recurring content events (e.g. “Tuesday Tips”).

•  Publishing Primetime. Monitor and measure when content posts receive the most interaction and adjust publishing schedule to maximize social signals.

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 18

Community management best practices

•  Call & Respond. Use questions and calls to action when posting content, respond and comment proactively to encourage dialogue (social signals).

•  Balanced Diet. A community must have a “balanced diet” of content and conversation. Community managers should turn published brand content into consumer-centered conversations.

•  Escalation. Establish a clear path for escalation so that no comment goes left unanswered or ignored. Unanswered comments lead to mismanagement and lost opportunities.

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 19

Bought, Earned & Owned Synergy An illustration

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 20

The relationship between Google+ and the +1 means that a consumer’s social graph could be connected with actions across natural search, paid media, and web content

(Let’s see what this could look like)

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 21

Bought + earned

A paid media program using +1 could extend its reach through targeting a user’s social graph who +1’d an ad, and capture audiences in a social database (the +Page) for ongoing messaging and engagement beyond the paid campaign

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 22

Amplified earned: search + social

All of that brand content and engagement shared through the +Page in turn creates visibility in natural search (“flooding the zone” with a SERP containing all brand touch points – from site to social)

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 23

Earned + owned

•  A customer that +1’s content (or a product) broadcasts a recommendation to friends, generating earned media impressions and word-of-mouth

•  Additionally, that customer may be asked to join the brand's +Page circles (capture for CRM)

•  Your site content benefits from improved search visibility from social signals

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 24

In summary

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 25

Remember the 3Cs of Google+

Content. Success in Google+ is predicated on quality, frequently published content.

Community. Building community is crucial– it impacts brand engagement and how content moves and spreads across the web (including how visible it becomes in search).

Customization. Google+ will offer more flexibility and customized brand engagement with specific audiences due to the Circles feature.

1

2

3

COPYRIGHT ICROSSING / PROPRIETARY AND CONFIDENTIAL 26

Get started

•  Get personal. Set up a personal account and familiarize yourself with the platform until +Pages are launched.

•  Asses your current social media programs. Are your programs centered around content and proper engagement techniques? Are you thinking about your current social programs in a holistic manner with search?

•  Talk to us. iCrossing’s Live Media Studio and award-winning SEO team have developed Google+ best practices and starter programs.

Thank you! Alisa Leonard

Alisa.Leonard@icrossing.com @alisamleo

“We Build Connected Brands” iCrossing