what google+ means for marketers
TRANSCRIPT
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What Google+ Means for Marketers
Scott Monty
Global Head of Social Media
Ford Motor Company
A Ford leadership story
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The Ford Google+ Story
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Testing…1…2…3...
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Connecting can be difficult
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The party is only getting bigger48
hours of video is uploaded to YouTube every minuteInternal YouTube data 2011
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And, getting shorter 56% of DVR owners fast forward through commercials
Nielsen 2010
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But…Payoff for connecting has never been greater
77% of brand contentis created by consumers
90% trust recommendations from people they know
360i 2009 Nielsen 2009
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How do you cut through and truly connect?
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Identity
Relationships
Sharing
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Social is a core human behavior, not a destination.
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Challenges within social
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Problem: Messages are impersonal
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What if you could share the
right content with the
right people?
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How was your trip?
My mom The guys Jason
Internal Google Data 2011
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CirclesThe right message to the right people
Quirky Comedy
Fans
4268
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Problem: Comments aren’t conversations
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What if you could have
real conversations with your customers?
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Real conversations with the right customers
Hangouts
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Enabling social brand engagement Social brand video experiences with the click of a button
Screenshot
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Hangouts with extrasShare your screen for customer service
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Hanging out with the PresidentThe White House experiments with Google+
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Problem:
Recommendations lack staying power
Problem: Recommendations lack staying power
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What if
recommendations were surfaced when they mattered most?
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Recommendations Influence Purchases
71%
Say reviews from family members or friends influence
purchase decisions
84%
Use online sources when deciding what
to buy
Harris Interactive 2010 Google research study 2011
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Search & the +1 Button Stand out on Google search with recommendations when you need them
Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this
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,,,
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Problem: Social as yet another channel
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What if you had
social elementsin all your efforts?
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Google+ PageYour identity on Google
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Google+ PageYour identity on Google
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Cross-channel audience developmentDriving followership to continue the relationship
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sites
display
video
mobile
search
Google+ page
+your brand
Connect all your +1’s across the web
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Messages are impersonal
Comments are not conversations
Recommendations lack staying power
Social is yet another channel
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Search
Video Mobile
Offers Local SiteDisplay
Google+ as a common thread, not another channel
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How To Get Started
Share valuable content and hold Hangouts
Promote your page with badges and offline marketing
Create a page & link it to your site and ads
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