google + for thom
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Maarten Quartier
The House of Marketing13/10/2011
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Hi, I’m Maarten
Digital Planner @ OMDMarketing Genius 2011
@maartenquartierlinkedin.com/maartenquartier
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What?1
Why?2
The effect?3
Brands?4
The future?5
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What?1
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Google + is the 3th attempt from Google to get into the social media space
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Attempt 1: Google Wave
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Attempt 2: Google Buzz
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Attempt 3: google plus
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Offcourse there is the ‘classic’ stream
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And then there are (were) some additional unique selling points
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Circles
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Hangouts
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Instant Uploads
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Sparks
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Huddle
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Why?2
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Google's mission is to organize the world's information and make it universally accessible
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Google has a hard time indexing content from facebook
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Facebook is catching up with Google in terms of web traffic
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Google has a deal with Twitter (wich is now temporarily suspended for its realtime search
services)
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Google primarily makes its money from acces to the worlds information
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So they need to move into the social media space if hey want to keep their advantage.
Hence google plus and the +1 button
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The effect on search becoming more social and personal can allready be seen
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The effect?3
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In the first beta stage you needed a much sought after invitation
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Now it is publicly available
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The effect? + 1 269% visits
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Google plus became the fastest network to reach its first 50 million users
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Popular mass media figures are used to promote Google plus
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Even unexpected ones
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How about Belgium?
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Penetration in Belgium is still very limited
24 758 belgiansIdentified on Google +
0.2% of the belgian population
0.35% of the BE online population
0.55% of the belgians on facebook
2.5% of the belgians on linked-in
15% (more or less)of the belgians on Twitter
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Brands?4
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What can brands do?
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No official brand pages are allowed for now, allthough some tests are going on
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Google plus is just a new platform on wich people talk. A platform that facilitates
the sharing of experiences between people
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Nothing to be afraid off.It’s an evolution not a revolution
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1. Listen, Listen, Listen
2. Objectives
3. Strategy & Tactics
4. Measure & optimize
A new platform that should fit into your current social media strategy
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1. Listen, Listen, Listen, …define the current state of the brand in social media
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2. Define your objectives, targets and KPI’sSocial media can be used to serve a number of departments
(Research, Customer service, Marketing , Sales, HR, …)
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3. Set your strategy and implement it join existing conversations and/or can start and fuel new
conversations and facilitate the sharing of experiences
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4. consistency and a long term approach are needed Implementing a measure, learn and optimize cycle is key
to success in the long term
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The future?5
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As mentioned google build up an audience quite quickly and managed to create a lot of
buzz
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But interest is fading worldwide
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As in Belgium
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And so is traffick regarding to different sources that all show the same trend
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If even google top-execs are hardly using the platform …
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But do not underestimate Google as they have a lot to winn and loose and have
some powerfull weapons to use
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