Post on 17-May-2015
description
Google+
27th July 2011
Google has a huge array of products across Paid, Owned and Earned…
Owned EarnedPaid
...but historically, integration between products has been loose and variable.
Google+ is an integrated social network.
It contains new products and connects all of Google’s existing products using a social layer.
It is the culmination of a year-long project led by Vic Gundotra, Google’s senior vice president of social and has been called Google’s answer to Facebook.
GOOGLE ARE TAKING GOOGLE+ SERIOUSLY
Google+ hit 20m users inside 3 weeks
SMOOTH WEB EXPERIENCE FROM THE BEGINNING
Google’s server infrastructure has prevented downtime, growing pains and fail whales!
NUMBER ONE IN THE APP STORE, BUT REVIEWS ARE MIXED
6 KEY GOOGLE+ PRODUCTS
And the whole setup is aligned and integrated with Google’s other key products.
Circles
Hangouts
Huddle
Sparks
Profile
Photos
+1 button shares content into Google+ and also personalises Search Engine results pages.
In time +1 will be factored in Paid Search Quality Score too.
GOOGLE+ FEATURES VS FACEBOOK VS TWITTER
WHAT IT MEANS FOR ADVERTISERS
BUSINESS OPPORTUNITIES (Q4 2011)
Profile Pages (optimized for businesses).
Branded Hangouts with Customers
(or partners).
Content Distribution.
Applications.
Customer Service.
Collaboration.
Research & Data.
Natural Search becomes social and personalised…
“If Google can succeed in driving large scale Google+ adoption—and derive a wealth of social cues from Google+ users—search could be revolutionised. Google+ users could see highly customized SERPs that rank results based on recommendations /likes from Circles. Shared interests discovered through Sparks could float to the top of the SERP. In other words, the searcher’s friends will play a significant role in influencing where a result ranks and whether it gets clicked—both in natural search and paid search (if social cues are integrated into Quality Score).”
...and Paid Search will be affected too once social data factored into Quality Score.
GOOGLE+ WILL PROVIDE DATA FOR DISPLAY AD TARGETING
More social data for targeting = more ad revenue.
Google may use my information to personalize
content and ads on non-Google websites.?
GOOGLE CHECKOUT ALONGSIDE GOOGLE+ COULD BECOME THE KILLER SOCIAL /MOBILE PAYMENT SOLUTION
Provides a mobile-optimised web store
to brands who had not previously had
the money to develop one.
Allows Google to make money from
advertising AND sales, advertisers and
merchants.
SUPERIOR SOCIAL NETWORK ANALYTICS ALLOWS TARGETED OUTREACH BY BRANDS.
Average demographics of users in circles /hangouts.
Most common sparks /interests from profile data.
Identifies groups of users who are closely linked and all linked with your brand.
Understand which users are influencers with large voice.
Social data like +1 visible alongside engagement metrics like bounce rate, time on site etc.
+1 or +100?
Your Brand
ADVERTISER CIRCLES COULD ALLOW EASY SEGMENTATION OF FAN BASES + GREAT CRM POTENTIAL
People who’ve
mentioned
1034
Super fans
58
Detractors
13
HURDLES TO OVERCOME
Google+ is still small…
Google + LinkedIn Twitter Facebook0
100
200
300
400
500
600
700
800
Approximate number of users (m)
…it has to get people to switch as well as join.
FACEBOOK ARE NOT MAKING IT EASY
Facebook are not making it easy
ISSUES AROUND T’S & C’S AND PRIVACY?
“By submitting, posting or displaying the content you give Google a perpetual, irrevocable, worldwide, royalty-free, and non-exclusive license to reproduce, adapt, modify, translate, publish, publicly perform, publicly display and distribute any Content which you submit, post or display on or through, the Services.”
WILL IT WORK?
WILL IT BE SUCCESSFUL? AN EXPERT’S TAKE
“When it comes to features, Google is at parity with Facebook, but isn’t compelling for a mass immigration of social behavior. They must quickly integrate Google’s unique products like YouTube, Gmail, Apps, and others to slowly attract users over.”
Jeremiah Owyang
”I don't think competitors kill companies and services. I think the vast majority of "deaths" are self inflicted. Facebook didn't kill MySpace and Friendster, they killed themselves.”
Fred Wilson
“Your mom won’t use Google+.”
Robert Scoble
“…lots of companies are going to build things like video chat, but Facebook competitors also have to build up their social graph first. Facebook’s job is to just keep innovating.”
Mark Zuckerberg
“Decided to forward http://kevinrose.com to my Google+. G+ gives me more (real-time) feedback and engagement than my blog ever did.”
Kevin Rose
FUTURE
WHAT IS THE FUTURE OF GOOGLE+?5 PREDICTIONS:
1
Google+ will not be a “Facebook killer” in the short term. They will instead co-exist. Facebook will play a similar role to Apple iOS (more controlled) and G+ will play the role of Android (more open).
2
Google+ could become the premiere platform for applications for the Web and mobile.
3
Google+ will hurt traditional Web properties such as Yahoo and Microsoft more than social companies with the increased adoption of Google’s other products (i.e. Documents, Search).
4
Brands will love Google+ because they already own the majority of the Web. You’ll only need one partner. And commerce integration appears to be intuitive.
5
Google+ will look, feel and be used completely differently 5 years from now.
WHAT SHOULD YOUR BRAND DO NOW?
Register as a user and test the experience
Request notification for when business pages become available
Be prepared and stay updated
YourBrand