Maarten Quartier

The House of Marketing13/10/2011

Hi, I’m Maarten

Digital Planner @ OMDMarketing Genius 2011

@maartenquartierlinkedin.com/maartenquartier

What?1

Why?2

The effect?3

Brands?4

The future?5

What?1

Google + is the 3th attempt from Google to get into the social media space

Attempt 1: Google Wave

Attempt 2: Google Buzz

Attempt 3: google plus

Offcourse there is the ‘classic’ stream

And then there are (were) some additional unique selling points

Circles

Hangouts

Instant Uploads

Sparks

Huddle

Why?2

Google's mission is to organize the world's information and make it universally accessible

Google has a hard time indexing content from facebook

Facebook is catching up with Google in terms of web traffic

Google has a deal with Twitter (wich is now temporarily suspended for its realtime search

services)

Google primarily makes its money from acces to the worlds information

So they need to move into the social media space if hey want to keep their advantage.

Hence google plus and the +1 button

The effect on search becoming more social and personal can allready be seen

The effect?3

In the first beta stage you needed a much sought after invitation

Now it is publicly available

The effect? + 1 269% visits

Google plus became the fastest network to reach its first 50 million users

Popular mass media figures are used to promote Google plus

Even unexpected ones

How about Belgium?

Penetration in Belgium is still very limited

24 758 belgiansIdentified on Google +

0.2% of the belgian population

0.35% of the BE online population

0.55% of the belgians on facebook

2.5% of the belgians on linked-in

15% (more or less)of the belgians on Twitter

Brands?4

What can brands do?

No official brand pages are allowed for now, allthough some tests are going on

Google plus is just a new platform on wich people talk. A platform that facilitates

the sharing of experiences between people

Nothing to be afraid off.It’s an evolution not a revolution

1. Listen, Listen, Listen

2. Objectives

3. Strategy & Tactics

4. Measure & optimize

A new platform that should fit into your current social media strategy

1. Listen, Listen, Listen, …define the current state of the brand in social media

2. Define your objectives, targets and KPI’sSocial media can be used to serve a number of departments

(Research, Customer service, Marketing , Sales, HR, …)

3. Set your strategy and implement it join existing conversations and/or can start and fuel new

conversations and facilitate the sharing of experiences

4. consistency and a long term approach are needed Implementing a measure, learn and optimize cycle is key

to success in the long term

The future?5

As mentioned google build up an audience quite quickly and managed to create a lot of

buzz

But interest is fading worldwide

As in Belgium

And so is traffick regarding to different sources that all show the same trend

If even google top-execs are hardly using the platform …

But do not underestimate Google as they have a lot to winn and loose and have

some powerfull weapons to use