GOOGLE PLUS BUSINESS PAGES

Google Confidential and Proprietary 1 1 Google Confidential and Proprietary

What is Google+?


Search Video Mobile Display Offers Local

+People +Relationships +Sharing +Recommendations

Google+ aims to make all of your Google experiences better


Google+ aims to make all of your Google experiences better by adding identity, relationships and sharing to all of Google’s products.


Searching for your next winter getaway


Using Google Maps to plan your route


Finding the best restaurant for dinner

Google Confidential and Proprietary 7 Google Confidential and Proprietary 7

Are people really using Google+?


June July October January 2012 April June September

0 10M

40M

90M

170M

250M

400M

500M

December

235M Taking social actions

across Google

135M 30 day stream

actives

500M Google+ Users

A global community, with growing engagement

Spending 12 min/day in the stream on average


Why is it important for my business to be on Google+?


How is Google+ creating value for businesses?

Deeper engagement Hangouts, Communities and Sign-in

Measurable impact Google Analytics, Insights and Ripples

Better Discovery SEO benefits across search, mobile and YouTube

Marketing performance across the web Integration of social recommendations across paid ads


Socially inspired brand awareness

Better Discovery


Google+ enables brand discovery in search Verified G+ pages can appear on the right hand side of Google.com search results

Better Visibility

Surfacing your Google+ Page Users can click through to your Page, right from the search results page

Real-time content appears If you post frequently on Google+, users may see your most recent post right in search

Relevant Google+ Posts are surfaced Your followers may see content you’ve posted on your Page when it’s relevant to their search terms


Surfacing Google+ posts on the go, exactly when you need it

Better Visibility


Deeper engagement A new breed of brand

engagement


Hangouts: More meaningful conversations with your customers

Deeper Engagement


Hangout Applications: Customize any brand experience to be more social

Deeper Engagement


Communities: Connecting people around passions Brands and people come together and have rich conversations around shared interests

Deeper Engagement


Value for users: •  Simple and secure sign-in •  Works across devices •  Selective, non-spammy sharing

Google+ Sign In: Delivering value beyond Google properties


Relevant Reach Grow your audience when users pull friends to your app

Google+ Sign-In Value for Marketers

Deeper engagement Get more signed-in users Customize your app

Measurable performance Measure Sign-In activity Optimize engagement

Better Discovery Drive Android installs


One-click Android installs when a user signs in to your site


Ads are getting more relevant, and performing better

Marketing performance across the web


Recommendations in search are driving increased ad performance

avg. search ad CTR uplift from social annotations

Across The Web


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 are more likely to convert on-site

Source: Google/Compete Google+ & Auto Industry Study, October 2012.

Across The Web


Measurable impact See the impact of social on

your business objectives


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


Social Measurability

G+ Ripples illustrate earned media, surface brand advocates


How do I get started?


9 steps to a successful Google+ strategy

CREATE A GOOGLE+ PAGE

VERIFY YOUR PAGE

ENABLE SOCIAL EXTENSIONS WITHIN ADWORDS

CLAIM YOUR CUSTOM URL

ASSIGN PAGE MANAGERS

ADD THE G+ BADGE TO YOUR SITE

POST EXCLUSIVE CONTENT

GROW YOUR FOLLOWER BASE

ENGAGE WITH YOUR COMMUNITY


Create a Google+ page Establish your brand identity across Google

Create a page from your personal profile

Add your website, contact info and business hours to the About section

Customize your page with a profile and cover photo


Verify your page Ensure your official identity across Google

Brands must be verified in order to surface content in Google search, enable social extensions and claim a custom URL. How to verify a +page: •  Internal: go/+verify •  External:

http://support.google.com/plus/bin/request.py?hl=en&contact_type=page_verification&rd=1

Google Confidential and Proprietary 31 31 Google Confidential and Proprietary Sources: Google internal data

Enable social extensions within AdWords Integrate social recommendations to ads to improve marketing performance

Step 2

Choose “social extension” from the view dropdown

Click the ad extensions tab

Step 1

Annotations increase avg. click through

rate by 5–10%

Click “+ new extension

Step 3

Paste the url from your Google+ page and save

Step 4


Claim your custom URL Enable simple navigation to your +Page and integrate across initiatives

In order to be eligible a page must be verified, have a complete profile (profile photo, cover photo, about section), be a frequent poster and have a meaningful following. How to claim a custom URL: •  Internal: go/customURL •  External: A custom URL will appear within a page’s account to claim once the page

has been actively posting and grown followers to a sufficient number


Assign page managers Invite additional people to manage your +page

There is a limit of 50 managers per page, and an individual can manage up to 50 pages. How to add a manager to your page: •  Click the drop down menu in the upper right of your page and select Settings •  Click ‘managers’ at the top of the page •  Enter the email address for the person you want to invite to be a manager and click

‘invite’


What should I post on Google+? How is it different?


Photo and video posts are the most engaging Include personalization, such as text commentary, within the post


Host hangouts and share exclusive content Post at least every 72 hours to enable better visibility on Google.com

ChefHangout.com hosts weekly cooking classes with chefs from around the world

via Google+ hangouts.

Burberry introduces their new Spring/Summer beauty

collection via Google+


How do I drive followers?


Cross promote your +Page on your website Add the Google+ badge and +1 button to your website

Adding the G+ Badge and +1 button is as simple as adding a small snippet of code. Check out how you can implement these plug-ins by visiting https://developers.google.com/+/web


Recruit followers right from your own +Page Add a call to action in your profile photo to +1 or follow your page


Promote your +Page across your other platforms Integrate Google+ within both your online and offline media


How do I build a community?


Start your own community based on topics of interest to your customers and brand


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

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Join the conversations already happening in existing communities related to your brand


Listen to what your customers are saying – about your brand or related topics and issues


Map key influencers for your brand or industry Tap into these brand advocates to grow your follower base


Partner with brand influencers to create content Create programmatic G+ hangouts or events together


How can different areas of my company use Google+?


Customer Support: Troubleshoot customer service issues with Google+ Verizon responded to a customer complaint and helped resolve on G+


Human Resources: Recruit new employees via G+ InternMatch hosted a HOA with Facebook, Geico, Saks and Viacom/MTV


Sales: Hold face to face conversations with customers on Google+ Colonial Automotive Group holds a hangout to chat about an all-new VW

Beetle with an interested customer


Who is doing it best?


Consumer Packaged Goods Best in class examples by industry

Google Confidential and Proprietary 54 54 Google Confidential and Proprietary Google Confidential and Proprietary

Cadbury engages with more than 2.8 million people through Google+ Create •  Used circles to group followers based on

their chocolate preferences •  In over 500 posts, Cadbury’s Google+

page has registered impressive metrics: •  Total +1s on posts: 39,759 •  Total shares: 11,243 •  Total comments: 18,182 •  Average comments per post: 34.5 •  Most popular post: 495 comments

and 902 reshares Share •  Boosted followers by 150,000 through

hangouts

Promote •  10,000 new followers per day through the G+ badge

implementation •  17% uplift in campaigns’ CTR thanks to social extensions •  Increase of 7.5% of traffic from Google URLs •  Used Google+ to launch Bubbly bar, achieving 8 £ Sales

Cadbury created a replica Google+ page from chocolate and featured this exclusive content during a hangout

Google Confidential and Proprietary 55 55 Google Confidential and Proprietary Google Confidential and Proprietary

Starbucks almost doubles followers in under three months to reach 1.1M Build a community •  Grew followers from 690K to 1.1M from

December 2012 to March 2013

Engage •  Increased posting to 2-3X per week •  Primarily posts one nice photo w/

simple line of text •  Recent posts all received 500-1K +1’s

and 50-100 reshares each

Promote •  Implemented social extensions

Learn what works •  Simple, repeated magic formula posts •  Authentic, not stock photos •  Offers •  Posts for special occasions •  Cute and reshareable posts create

virality


Retail Best in class examples by industry


H&M reaches over 2M users with engaging exclusive content Goal •  Use social media to focus on inspiration •  Emphasise role as trend-led and up-to-the-

minute fashion brand Application •  Supplied a steady stream of interactive content

tailored specifically to Google+ •  Extensively used images and video to bring the

clothing and lifestyle to life •  Ripples functionality helped to identify influencers

and trendsetters •  Social extensions integrated social strategy into

search Results •  On average, 11 reshares, 72 +1’s and 22

comments per post •  22% CTR uplift in AdWords thanks to social

extensions

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Appliances Online forges meaningful connections and makes dramatic gains in search Goals •  Communicate on another level with customers •  Improve click-through rate on search Application •  Added followers through innovative use of

circles, cross promotion and ripples •  Engaged users with hangouts and rich media •  Launched social extensions in AdWords Results •  33% CTR uplift, 8% CPA decrease and 7% CPC

decrease in search with social extensions •  300 new Google+ followers per day thanks to

competitions on other social networks where Google+ badge is featured

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Deeper Engagement

Lowe’s Geek Your Home community has over 3,100 members Lowe’s discusses home technology solutions with their customers


Technology Best in class examples by industry


Intel: Increases their search campaigns CTR by 8-10% Goal •  To display the power of recommendations that Intel has earned across the web in all their

European markets Application •  Intel used social extensions for the first time in Germany and the United Kingdom as part of

its launch campaign for the new UltrabookTM Results •  8-10% CTR uplift in search thanks to social extensions •  A boost in visitor traffic to its website •  Following the success in search, Intel has now implemented social extensions across all

their campaigns

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With Google+ Vodafone Egypt engages customers and boosts AdWords CTRs by 14% Goal •  Interact with community and seek feedback •  Make gains in terms of SEO •  Establish premier social media presence

Application •  Post photos and insert effects •  Post videos to and from YouTube Results •  “We found that Google+ is a very good

opportunity to keep in touch with our users especially as it includes a lot of exclusive features like circles and hangouts.” •  Increased AdWords CTR by 14% thanks to

social extensions

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