google+ tutorial

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Google+ Tutorial

April 30, 2013

Samantha Sestito

617-388-9862 NKAmarketing.com

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What to Expect

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• What is Google+? 3• What You Can Do On Google+ 5• Demographics of Google+ 7• Why Use Google+? 10• Google+ Homepage 12• Google+ Circles 14• Google+ Stream 17• Google+ Pages 19 • Google+ Communities 22• Google+ Hangouts 26• Google+ Ripples 32 • Google +1 Button 37• Creating Your Google+ Page 39• Using Your Google+ Page 48• Promoting Your Google+ Page 53• Google+ Analytics 59 • B2B Companies on Google+ 68 • Google+ Best Practices 77

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What is Google+?

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What is Google+?

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• A social networking service from Google

• Social layer over all of its products and services

• Aims to make all of Google’s services better

• Search

• Video

• Mobile

• Display

• Offers

• Local


What You Can Do On Google+

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What You Can Do

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• Follow other subscribers

• Share and interact with others’ content

• Make comments and Like posts

• Create and categorize circles

• Create events and hangouts

• Tag other subscribers

• Get real-time updates about the people in your network

• Share your activity on Facebook and Twitter


Demographics of Google+

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Demographics

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Male

Female

67%

33%

Gender

Less than $30,000

$30,000-$59,999

$60,000-$99,999

$100,000-$149,000

Greater than $150,000

18.3%

26.9%

27.7%

14.8%

12.3%

Household Income

0-1818-2425-3435-4445-54

55+

9%

23%

35%

15%

11%

7%

Gender

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Demographics

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Why Use Google+?

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Why use Google+?

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• Trustworthy reviews • Can drive a 17% uplift in click-through rate (CTR)

across all AdWords campaigns • Hangouts connect fans to brand personality• Google+ badge on homepage can drive consistent

new Google+ followers• Safer sharing• Increase in traffic from Google URLs • 500 million Google+ users • Businesses can interact in different ways with

different circles – “Circle-centric Marketing”• Influence Google search results


Google+ Homepage

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Google+ Homepage

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• Feed of all recent activity from the accounts you follow on Google+

• Also shows popular posts and topics from accounts you are not following • Ones that are “trending” or “viral” on Google+


Google+ Circles

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Google+ Circles

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• Used to categorize and organize your contacts• Friends• Family• College • Clients• Etc.

• Makes it easier to share what you want with who you want

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Google+ Circles

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• Creating Circles • From your Circles page, click the “+” button to

create a new circle• Drag and drop each user into the appropriate circle


Google+ Stream

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Google+ Stream

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• See real-time updates about users in your network• Able to share posts to your circles

• Can share posts to individual circles • Choose which circles to send content to

• Set up sub-streams for people in different circles


Google+ Pages

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Google+ Pages

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• Used for brands and businesses, not people• You can now add circles as a Google+ page• When a user follows a Google+ page, they receive

that page’s content on their stream

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Google+ Pages

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• Google+ page appears in search results • Number of Google+ followers • Brand picture • Follow button • Recent posts • Etc.


Google+ Communities

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Google+ Communities

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• Businesses and individuals come together and have rich conversations around shared interests

• Depending on the settings, you’ll be approved right away or have to be approved by owner/moderator

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Google+ Communities

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• Create a community by clicking the blue “Create Community” button on the communities page

• Start engaging discussions with Google+ users

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Google+ Communities

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• Control your community’s privacy settings • Create public communities for consumers • Create private communities for employees, etc.


Google+ Hangouts

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Google+ Hangouts

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• Real-time communication • Text, photos and live video • Can include up to 10 devices • Connect from any device

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Google+ Hangouts

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• Create Hangouts with users in your circles

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Google+ Hangouts

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• Check out Hangouts on Air • Broadcast them through YouTube

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Creative ways to Hangout

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• Focus groups and case studies • Product launches • Set up events to have live hangouts for the page • Press conferences• Online tutorials or product demos • Interviews• Video conference with clients or employees • Concerts and performances• Customer service • Crowdsourcing

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Creative ways to Hangout

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• Ex. Cadbury Hangouts • Created a chocolate version of their Google+ Page• Discussion with an Olympic athlete they sponsor • Had an informal discussion with chocolate tasters to

speak about the basics of chocolate


Google+ Ripples

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Google+ Ripples

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• Visualization tool to help you see how your public content is being spread across Google+ • How content is being shared and who is sharing it• Build relationships with your influencers • Look at other user’s ripples and see their influencers

• Each ripple represents your reach

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Google+ Ripples

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• Able to click on users’ names and view a preview of their post and their statistics

• Able to directly add users to your circles

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Google+ Ripples

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• Provide detailed information and statistics • Time-lapse• Influencers • Statistics • Languages

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Google+ Ripples

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• To view Ripples for a public post in your stream, click the dropdown arrow at the top and click “View Ripples”


Google +1 Button

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Google +1 Button

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• If you click it, you can share it on your feed and choose who to share it to

• +1 Recommendations • Starts conversations• Number starts to accumulate underneath post and

shows people in your network• Click +1 button for particular posts• Only display ads

• People trust recommendations from people they already know

• Adding the +1 button lets you run social-enabled campaigns across millions of sites

• Work together with +1 buttons on search results, search ads, and your website


Creating Your Google+ Page

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• Choose an accessible Gmail account and log in • Ex. [email protected]

• Click the Pages icon on the left• Click blue “Create a page” button

• Or visit http://plus.google.com/pages/create

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• Choose a category

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• Fill out your information and agree to terms

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• Add a description and contact information • Update profile picture and cover photo

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• View your page and fill in any missing information

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• Ask your Google team to verify your Google+ page• Login to the Gmail account used to create the page• Click “Pages” on the left • Select “Manage this page”• Select “Verify your business”

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• Fill out a contact name for Google postcard• Postcard contains a verification PIN• Sent to your business address

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• When you receive the Google postcard, enter the PIN to complete the verification of your business


Using Your Google+ Page

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• Claim your custom URL • Go to your profile• Click “Claim URL” button at top of page

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• Use pre-approved URL or request a different one• If you request a URL you need to wait for approval

• Confirm URL

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• Assign Page managers • Enter an email address

• Invite email is sent and users must accept• Can be up to 50 managers

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• Page settings• Manage who can interact with you• Manage your notifications• Photo and event settings • Etc.

• Able to shift back and forth between yourself and your page(s)


Promoting Your Google+ Page

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• Google Authorship• A means of identifying an author, making a verified

connection between them and their content, and tracking how people interact with that content

• Authors are able to extend their credibility

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• Benefits of Google Authorship• SEO

• Authors of content are proven to have written quality content that has generated traffic

• Develop an “Author Ranking” • Results in ranking boost to all content he or she creates

• Name Awareness/Industry Authority • Thought-leaders or trend-setters in their industry• Known for expertise and knowledge

• Increased Connection/Engagement • Helps facilitate engagement with your audience • People will be able to tell which content you’ve authored • Right from the search engine

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• Link Google+ Page with website and social networks using the Google Plus Developer’s Page• Add Google+ Badge and use the +1 or share button• https://developers.google.com/

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• Enable Social Extensions within Google Adwords• Sign into your Adwords account • Click on the Campaigns Tab• Click on the non-enhanced campaign where you

want to add the social extension • Click on the Add Extension tab• Select the “Social Extension” from the drop down

menu bar “View”

• Click on the “+ New Extension” button• Enter the URL of your Google+ page• Click Save and Continue

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• Share your page from your personal Google+ profile• Post updates frequently to encourage engagement

• Recent posts show up in Google search• Follow other Google+ Pages and begin networking• Use appropriate keywords throughout your Page


Google+ Analytics

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Google+ Analytics

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• Measurement tools for your business• Basic insights and custom reports

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Google+ Analytics

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• Real-time updates

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Google+ Analytics

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• Multi-Channel Conversion Analytics

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Google+ Analytics

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• Analyze social media activities

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Google+ Analytics

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• Analytics Intelligence• An algorithmic engine that detects any statistically

significant anomalies in your traffic patterns• Automatically monitors your website’s traffic• Highlights any significant changes• Create Custom Alert to become aware of any sudden

or unexpected changes in your site metrics

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Google+ Analytics

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• Custom Reports • Create, save and edit • Choose the information you want to see• Organize with drag and drop• Create tabs to see related data

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Google+ Analytics

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• Annotations• Allow users to leave shared or private notes• Notes appear right on graphs • Record what caused unusual behavior, etc.

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Google+ Analytics

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• Advanced Segments• Create powerful filters • Isolate and analyze subsets of your traffic • Apply one or more segments to current or past data

• Use predefined custom segments or create your own• Compare segment performance side by side • Break down visitor data into manageable chunks


B2B Companies on Google+ - Cisco Systems- General Electric- Hewlett Packard- HubSpot

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Cisco Systems

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• Steady stream of updates• Share video and infographics as well as traditional

posts and announcements • Consistently use hashtags, images and photographs

in their updates• Crisp cover image and use of hashtags in updates

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Cisco Systems

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General Electric

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• Use dynamic photographs to showcase GE technology and development

• Use hashtags where appropriate• Custom images with information and animation

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General Electric

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Hewlett Packard

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• Hashtags• Photos• Google Hangouts• Interesting Cover Photo

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Hewlett Packard

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HubSpot

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• Creative use of the cover photo promoting their upcoming Inbound 2013 conference this summer

• Effectively connect YouTube, photos, graphics, and traditional updates into

• Leveraging cover photo to cross-promote organizational events and initiatives

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HubSpot

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Google+ Best Practices

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Google+ Best Practices

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• Get to know the Google+ environment • Create a cover photo that stands out • Share exclusive and engaging content• Promote your content on other social media • Leverage the +1 button and/or Google+ badge• Grow your follower base by following others • Engage with your Google+ community • Host unique hangouts • Use hashtags when appropriate • Be creative and VISUAL • Post content on a regular basis

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