webinar: can google+ help enterprise brands?
DESCRIPTION
Thanks to all who were a part of this #SocialAtScale webinar with leaders in enterprise social. Google's Blake Landro and Jamie Herther offered exclusive insider advice on the opportunities to use Google+ at scale. Leading social practitioners from Groupon and Intel, Ray Popp and Hank Lea, shared reactions, discussing relevant use cases and offering feedback; the Google+ team then provided real-time answers and suggestions. Watch the full webinar here: http://youtu.be/Vl5NnKsv_O8TRANSCRIPT
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#SocialAtScale
WEBINAR: Can Google+ Help Enterprise Brands?
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Guest Speakers
Moderators
Hank LeaWeb Marketing Specialist, Intel Corporation
Ray PoppHead of Content & Social Media, Groupon
Blake LandroLead Social Strategy & Solutions, Google
Jamie HertherGlobal Social Solutions, Sales Lead, Google
Esteban ContrerasDirector of Strategy, Sprinklr
Jeremy EpsteinVP of Marketing, Sprinklr
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Google+ and BrandsThe value of Identity, Relationships & Sharing…across the web
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Jun Jul Oct Jan 2012 Apr Jun Sep Jan 2013 MayMar
A global community, with growing engagement
190MMonthly active users on Google+
390MTaking social actions across Google
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Identity
Relationships
Sharing and Recommendations
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Search Video Mobile Display Offers Local
+People +Relationships +Sharing +Recommendations
Google+ aims to make all of your Google experiences better
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How is Google+ creating value for businesses?
Deeper engagement
Measurable impact
Better Discovery
Marketing performance across the web
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Socially inspired brand awareness
Better Discovery
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Google+ enables brand discoverability
Google+ Posts in SearchYour followers may see content you’ve posted on your Page when it’s relevant to their search terms
Surfacing your Google+ PageUsers can click through to your Page, right from the search results page
Real-time contentIf you post frequently on Google+, users may see your most recent post right in search
Better Discovery
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Better Discovery
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Surfacing Google+ posts on the go, exactly when you need it
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Better Discovery
Sharing videos in Google+, drives social discovery in YouTube
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Deeper engagement
A new breed of brand engagement
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Topshop leverages Google+ to transform the fashion show Program included HOAs featuring the Topshop Model Cam, backstage events & interviews with models & designers, and a special G+ photo booth at the flagship store
- 7,500 live views of the red carpet hangout
- 4M video views across platforms (social and owned)
- 300K new Google+ followers in 2 weeks
- G+ posts viewed 400K times
- 600+ animated photos from G+ photo booth at Topshop’s flagship store
Results
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Hangout Applications let brands customize any experience to be more social
Deeper Engagement
Toyota Collaborator Hangout App: • Build your dream car with your
friends • Go on a test drive • Ask a Toyota salesman questions
Penguin Storytime Hangout App: • Read a bedtime story with your
kids regardless of where you are • Act out the story together live • Use your webcam to become the
characters
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Communities: Connecting people around passions Cadbury’s first Google+ community attracts 20,000 fans in less than three months Goals
• Build a network around cakes and baking
• Drive deep engagement through recipes
Approach
• Launched inaugural community
• Obtained valuable user-generated content
• Cross-promoted community in main G+ page
• Posted links on other social networks to recipes
Results
• One of the top 100 communities on G+
• Over 20,000 members
• Over 2,500 recipes posted
• 20 interactions per post on average
Client
logo
Screenshot
Deeper Engagement
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Provide fast and trusted sign-in
Customize your app Grow your audience when users pull friends to your app
Drive Android installs 40% acceptance rate for OTA
Engage users across devices with Google Sign-In
Deeper Engagement
1.3MAndroid devicesactivated daily
900M+Android devices activated worldwide
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Ads are getting more relevant, and performing better
Marketing performance across the web
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By upgrading to enhanced campaigns and managing an active Google+ Page, social recommendations will automatically surface when relevant
Source: Google Internal Data
Social recommendations can improve ad performance, and are now easier with Enhanced Campaigns
Across The Web
5-10%
average search ad CTR uplift from social annotations
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91%lift in conversion rate for non- brand auto terms when social annotations are present on ads
Better yet, in the Automotive sector, shoppers exposed to these recommendations may be more likely to convert on-site
Source: Google/Compete Google+ & Auto Industry Study, October 2012.
Across The Web
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Measurable impact See the impact of social
on your business objectives
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20,358 ($113,037.50)Conversions
11,003 ($48,762.25)Assisted Social Conversions
2,375 ($8,687.00)Last Interaction Social Conversions
Social Reports in Google Analytics: Tie real dollar amounts to your social marketing
Measurable Impact
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Social Measurability
G+ Ripples illustrate earned media, surface brand advocates
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Measure the impact
• Review CTR impact of Social Annotations in AdWords
• Experiment with social reports in Google Analytics
Be discovered
• Establish brand identity with your +page
• Add the Google+ badge to your site
• Post rich content on a regular basis
Drive performance across the web
• Enable social extensions to drive search ad performance
• 5-10% lift in CTR when social annotations appear in ads
Create more personal engagement
• Use Hangouts on Air to broadcast a conversation
• Create a Hangout App to make your brand experiences more social
Making the most of Google+
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SOCIAL STATETHOUGHTS, STATS AND STORIES ABOUT THE STATE OF SOCIAL MEDIA IN 2013
Esteban ContrerasDirector of Strategy at Sprinklr
Author