Google+ Pages: What It Means for Brands

Point of View ©2011 1

RESOURCE INTERACTIVE THINKABLE


THINKABLE RESOURCE INTERACTIVE

Google+ Pages: What it Means for Brands

GOOGLE+ PAGES NOV 9, 2011



Google+ Pages: Executive Summary

Executive Summary On Monday, November 7th, Google launched Google+ Pages, which enables brands, sports teams, organizations, coffee shops, news outlets, bands, products, places—anyone, really—to create an official page and connect with their customers, fans & members. Based on Monday’s major enhancement to the budding social network, we’re providing the following review of features, potential benefits, and our recommendation for how Google+ fits into your digital and social marketing plans. Launch Update In just over 100 days since Google+ launched, Google is reporting that the service has over 40 million users and that over 3 billion photos have been uploaded onto the network. However, we have no tangible information on how many of those 40 million users are consistently active on the service, nor do we have any real data on the demographics of those users.

Recommendation Given the lack of engagement data surrounding Google+, we believe brands should monitor activity of customers before taking action. We recommend defining a data-driven test-and-learn plan with the goal of establishing a clear set of objectives and measures for how Google+ integrates into your social marketing initiatives. We want to ensure that you avoid following an onslaught of brands creating pages until you’ve established the proper resources, content and engagement plans to truly make the experience worthwhile for your customers.




A Closer Look: Google+ Pages

Google+ Pages In addition to connecting people with other people via Google+, Pages allow users to build relationships with businesses, brands and other entities. Features •  REAL-TIME CONNECTION: Provide a place for

followers and fans that love you to connect and converse with your brand.

•  FUTURE FEATURE: There is buzz about Pages being

location-aware, which will allow local businesses to send offers and deals to mobile phones.

Application A brand could effectively extend its social footprint to include Google+ if there is a clear objective and plan. Brands that start a page and cannot commit to ongoing content and conversation may be worse off than brands that wait to join.

Macy’s 10,606 followers

Burberry 12,164 followers




A Closer Look: Google +1

Google +1 This feature is not specific to Google+. The +1 button allows users to like search results, articles, posts, etc. In Google’s own words, it’s an easy way to “give something your public stamp of approval.” Features •  SOCIAL CREDIBILITY: +1 may validate search results,

as it allows users to see who in their network has “+1’d” something. If behavior takes off, it can be a new form of peer-based decision support, earlier in the shopping process.

•  TARGETED ADVERTISING: +1 can be applied to ads,

helping Google target ads served with search results. Through the coupling of ad-specific +1’s with a user’s search-based +1’s, Google can target a user’s expressed interest, creating a more personalized search experience.

•  TAG & SHARE: +1 is fully integrated into Google+ as the main activity of sharing and sparking conversation. When a user +1’s something, they can share, either to all or to specific circles. They can also +1 any post from anyone they’re following.

•  INTEGRATION: Google+ Pages is integrated with the +1 button on a brand’s .com site, automatically creating a +1 activity in the brand’s Google+ page.

Application Collect and analyze data across both search and social to determine a content and engagement plan that can activate the features that make the most sense for a brand’s followers and fans. We recommend being a strategic fast follower and setting your brand up for a meaningful social engagement through Google+ Pages. Consideration •  USER CONFUSION: A less sophisticated user may

not understand the nuances between the buttons and associated actions of +1, Share This Page and Add to Circles.




A Closer Look: Google Circles

Google Circles Similar to Google+ Profiles, Google+ Pages allow brands to organize their followers into circles. Features •  TARGETED MESSAGING: Brands can target posts to

specific groups of their followers. For example, Google’s Page created Circles organized by VIPs, Customers and Team Members to allow for delivery of specific messages to those groups of people. In contrast to Facebook, this could yield more personal and relevant communications if you know enough about your followers. Currently, a brand cannot send individual messages until a follower adds them to one of their Circles.

•  SOCIAL SEGMENTS: Brands and Page owners currently have no easy way to group followers based on common or widely available information: location, age, interests.

Application We believe it is likely that demographic or profile capability will exist, creating an opportunity for brands to deliver targeted, localized information and promotions around store-specific offers and events. When a Page is created, the brand can ask followers for key information to help aid in segmentation and targeting. Consideration •  PROMOTION POLICIES: Currently the Content and

Promotion policies for Google+ Pages prohibit administrators (brands) from running any contests, promotions, sweepstakes, offers or coupons on their Page. Any promotion would have to be presented as a link, redirecting the user to an external site where the promotion details would live. The downside from a consumer experience perspective is the disruption and lack of a seamless journey from discovery to redemption.




A Closer Look: Google Hangouts

Google Hangouts Hangouts let any Google+ user start a video chat for themselves & up to 9 of their friends at a time. When a hangout is started, followers see it in their stream and can join the conversation. Brands now have a great tool to connect and engage with fans in a face-to-face manner. Features •  HANGOUTS ON AIR: This feature lets users

broadcast to a larger audience and provides additional tools to allow for presentations to that audience. Features include screen sharing, sketchpad, Google Docs and named Hangouts.

•  FAN ENGAGEMENT: Brands can connect directly

with their followers and fans. The Muppets did a live Hangout to promote their new movie, but ended up frustrating many users who could not get into the Hangout.

•  CELEBRATE (EXCLUSIVELY): Macy’s approached the use of Hangouts differently with their Hangout for “9 lucky trendsetters” to chat live with Fashionista Executive Editor, Leah Chernikoff.

•  ON-THE-GO: As of September, Hangouts are fully

mobile-enabled. Application Brands could leverage Hangouts as an additional social communication vehicle, allowing them to connect with small groups of followers. Consider targeting Hangouts for your most influential or VIP customers, creating an added benefit. Make it an event worthy of sharing. Consideration •  MAXIMUM OCCUPANCY: Each Hangout can hold

only 10 participants. Avoid frustrating your followers and help them learn the feature by educating them along with promoting your hangout.




A Closer Look: Integration with Search

Integration with Search The real differentiator for Google+ Pages is Google’s push to deeply integrate some of its features directly into its core strength: search. Features •  DIRECT CONNECT: Provides users who are

searching with a “+” sign in front of a brand name on Google the option to add that brand to one of their Circles.

Application If and when a brand launches a Google+ Page, create a campaign to drive sign-up and engagement. Over-reliance on consumers knowing what to do could be the biggest barrier. Consideration •  OPT-IN VS. OPT-OUT: Once a user engages in

Direct Connect, Google takes this as permission to follow suit every time they search using the “+” sign, automatically adding them to a circle. Given the lack of understanding and communication, this may lead to consumer frustration over time.




Additional Information: More Questions?

Connect with Us At Resource we are constantly evaluating the digital landscape to see how new trends and technology are affecting consumers. To learn more about Google+ Pages or other digital questions, please contact: Author: Mila Goodman Executive Director [email protected] For new business inquiries: Melissa Dorko [email protected] For media inquiries: Kristyn Wilson [email protected]


Technology

Google+ Pages: What It Means for Brands