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What means for you Alisa Leonard Vice President, Marketing Strategy iCrossing
The basics…
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Streams – connect with people
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Circles – manage people
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Sparks – discover content
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Hangouts – connect in real-time
So what does it mean for you?
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Perspective Google+ is not another social destination site
Google+ promises to continue to enhance the relationship between search and social
Combined with use of +1, Google+ promises to drive greater bought, earned & owned media synergy
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Not another social destination Building a social web
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Laying the foundation for a social web
• Focused on creating a social layer – social data that could permeate nearly every Google product
• Social identity, content and activities connect across web services– from Google+ to Search and Maps
• This means a more customized, user-centric web experience
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The new social CRM – hyper customization
CIRCLES ALLOW MARKETERS TO CUSTOMIZE SOCIAL CONTENT TO SPECIFIC AUDIENCE SEGEMENTS
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Search + Social Algorithm + Human Interaction
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The question for marketers:
Can you improve your short- and long-term natural search performance by becoming active in Google+?
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The answer:
Yes. The backbone of search & social synergy is content & social signals
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Sparks – social content
• Similar to “most shared” stories in LinkedIn, “most re-tweeted” in Twitter
• Tends to rank and display
content based on social signal velocity
• Users can subscribe to topics
at keyword level • Expected to become a signal
for web search in the future
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+1 – social signal
• The +1 appears to be Google’s primary social signal
• +1’s live in Google+, Google Search and now your web site
• Aggregated +1’s increase
visibility in search & social
• Receiving +1’s requires better content and active engagement
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Content best practices
• Editorial Insights. Develop a content program based on search and social insights that cater to your target audience (segments)
• Customization. Customize editorial programs by Circle segmentation; create multiple editorial calendars that map messaging to audience segment
• Ritualized Content. Communities respond best to ritualized content;
identify top topics and content formats that receive the most interaction and create recurring content events (e.g. “Tuesday Tips”)
• Publishing Primetime. Monitor and measure when content posts receive the most interaction and adjust publishing schedule to maximize social signals
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Community management best practices
• Balanced Diet. A community must have a “balanced diet” of content
and conversation. Community managers should turn published brand content into consumer-centered conversations
• A/B Testing. Just like paid media, content and engagement tactics should be tested, refined and formalized into day to day execution best practices.
• Escalation. Establish a clear path for escalation so that no comment goes left unanswered or ignored. Unanswered comments lead to mismanagement and lost opportunities
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Bought, Earned & Owned Synergy An illustration
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The relationship between Google+ and the +1 means that a consumer’s social graph could be connected with actions across natural search, paid media, and web content (Let’s see what this could look like)
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Bought + earned
A paid media program using +1 could extend its reach through targeting a user’s social graph who +1’d an ad, and capture audiences in a social database (the +Page) for ongoing messaging and engagement beyond the paid campaign
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Amplified earned: search + social
All of that brand content and engagement shared through the +Page in turn creates visibility in natural search (“flooding the zone” of a SERP with all brand touch points – from site to social)
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Earned + owned
• A customer that +1’s content (or a product) broadcasts a recommendation to friends, generating earned media impressions and word-of-mouth
• Additionally, that customer may be asked to join the brand's +Page circles (capture for CRM)
• Your site content benefits from improved search visibility from social signals
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In summary
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Remember the 3Cs of Google+
Content. Success in Google+ is predicated on quality, frequently published content.
Community. Building community is crucial– it impacts brand engagement and how content moves and spreads across the web (including how visible it becomes in search).
Customization. Google+ will offer more flexibility and customized brand engagement with specific audiences due to the Circles feature.
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Get started
• Get personal. Set up a personal account and familiarize
yourself with the platform until +Pages are launched.
• Asses your current social media programs. Are your programs centered around content and proper engagement techniques? Are you thinking about your current social programs in a holistic manner with search?
• Test & learn. iCrossing’s Live Media Studio & SEO teams have developed Google+ best practices and starter programs
Thank you! Alisa Leonard
Alisa.Leonard@icrossing.com @alisamleo
“We Build Connected Brands”
iCrossing
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