What
Alisa Leonard
Vice President, Marketing Strategy
iCrossing
means for you
The basics…
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
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So what does it mean for you?
Perspective
1
Google+ is not another social destination site
2
Google+ promises to continue to enhance the
relationship between search and social
3
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 longterm 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
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Similar to “most shared”
stories in LinkedIn, “most retweeted” 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
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The +1 appears to be
Google’s primary social
signal
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+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
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A customer that +1’s content (or a product) broadcasts a recommendation to friends, generating
earned media impressions and word-of-mouth
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Additionally, that customer may be asked to join the brand's +Page circles (capture for CRM)
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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+
1
Content. Success in Google+ is predicated on quality,
frequently published content.
2
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).
3
Customization. Google+ will offer more flexibility and
customized brand engagement with specific audiences
due to the Circles feature.
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Get started
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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?
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Test & learn. iCrossing’s Live Media Studio & SEO teams
have developed Google+ best practices and starter
programs
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Thank you!
Alisa Leonard
Alisa.Leonard@icrossing.com
@alisamleo
“We Build Connected Brands”
iCrossing