#UWSMC Google+

+#UWSMC Google+

“Your Social Media Corner Pub Hangout”

+

Launched in June 2011 Graph and picture oriented 400 million registered users Demographic

Most common occupation- Engineer- Developer- Designer

Hello Google+

Source: wikipedia and mashabale

+Key Differential Points of Google+

Google + pages lets the brand interact with personal profiles (and also follow back)

You got to have G+ to boost the brands/company in search aka SEO potential

Circles where you can divide your audience according to any demographic such as personal interests, location, etc.

No promoted ads and friend clutter Hangouts where you can have face-to-face conversations with

friends, followers, and famous people that go beyond the capabilities of Skype

1. Broadcast your interview 2. Broadcast band's practice to the world

+Case StudiesBurberryStarbucksWilliams-SonomaWeak G+ Brand PagesRetail – Macy’s Furniture – Ikea

+Burberry

+Burberry Company History 1856 Thomas Burberry opens a small shop in London. 1880 Gabardine (a breathable waterproof material) was

developed by Burberry 1901 The Equestrian Knight trademark was introduced The Burberry check print exposed to the public

+Building the Brand The red, black, and white check pattern is synonymous

with the classic brand. The print was created in 1924 and used as a lining for

trench coats. In 1967, Burberry expanded their check print to other

merchandise.

+Target Market Upper class citizens Wealth CEO, COOs,

and their spouses Worldly citizens

Label conscious citizens

Celebrities Consumers seeking

quality merchandise

+Burberry

+

+Burberry

+ "To any CEO who's skeptical, you have to create a social enterprise today, you have to be totally connected with everyone who touches your brand," - Ahrendts

+Starbucks Coffee

+How Starbucks Embraces Social Media

• +646,347 followers as of 11/12/12• +648,477 followers as of 11/13/12

• Product highlights, promos, special deals, innocuous engagement posts (Coffee and snow go together like ____ and ____)

• MyStarbucks ideas has also generated over 80,000 ideas

+#HanginwithMaroon5

+Williams-Sonoma

+Williams-Sonoma• In May 2011 announced a new marketing strategy with

emphasis on the web to reach a global market while building fewer brick and mortar stores. Reported in The Seattle Times.

• Poised to use Google+ strengths, particularly photos and graphics.

• To date almost 1,400,000 followers on Google+.• Unique offers, contests, and give-aways on their

Google+ page routes customers to their blog.• Two to three Google+ posts per day.

+Macy*s Missed Opportunities

Followers: +131,221 Irregular Posts:

Once or twice a month (last one being in June)

Salesy Content: “uhhhhh... too many advertisements” Lack of Visual content Could’ve linked to the

Macy’s Blog for creative content Ideas

+Macy*s Facebook Page

+ Retail Solution Example

“We want our followers on Google+ to feel that what they get is unique” Miriam Tappart, Global SMM, H&M. Followers: +2,049,394 Exclusive collection previews,

contests and behind the scenes footage, such as a Vogue editor preparing for an H&M photo shoot

H&M Fashion Against AIDS campaign ‘Kiss for a Cause’

Using social extensions to integrate social strategy into search

+Post Ripples

Overall H&M Results: Average number of +1’s

per post: 72, Average number of

reshares per post: 11, Average number of

comments per post: 22 On average H&M has

achieved a 22% CTR uplift on all their AdWords campaigns thanks to implementing social extensions.

+ D E B E N H A M S U K

• Followers: + 17,682

• Featured in Top G+ Lifestyle Brands

• Attractive Page Banners

• Creative Ad Previews along with fantastic giveaways.

+ Missed Opportunities:IKEA vs. Pier 1 Imports

• 5,728 Followers• Individual pages by

region• No photos• No videos• Posts• Started Dec 2011• 6 posts since

December 2011. • Posts News• Post shared publicly

• 71,204 followers• Only 1 Official Page• Photos• Four videos• Posts• Started about Nov 2011• Post consistently • Posts daily deals,

decorating ideas and collections

• Post shared publicly

Engagement

Vs. Vs.

Engagement

+ Thoughts for IKEA to Increase Engagement

• The audience appears to be there• If you start it and then leave it people will too• Can’t find social buttons on website• Logo doesn’t fill up the whole picture space – looks fast

and “cheap”• Post consistently• Photos to accompany posts• Post Videos of How a new Item works or a tour of new

departments• Consolidate to one page?

+ Campaign on Google Hangout Let’s Hangout with Katie Musselman, Seattle

Google Community Manager. Hear about the awesome stuff she is doing for

Google Seattle! Previous experience with Nordstrom Social

Media During class on 12/5