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What Google+ Means for Marketers
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What Google+ Means for Marketers
Scott Monty
Global Head of Social Media
Ford Motor Company
A Ford leadership story
The Ford Google+ Story
Testing…1…2…3...
Connecting can be difficult
The party is only getting bigger48
hours of video is uploaded to YouTube every minuteInternal YouTube data 2011
And, getting shorter 56% of DVR owners fast forward through commercials
Nielsen 2010
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
How do you cut through and truly connect?
Identity
Relationships
Sharing
Social is a core human behavior, not a destination.
Challenges within social
Problem: Messages are impersonal
What if you could share the
right content with the
right people?
How was your trip?
My mom The guys Jason
Internal Google Data 2011
CirclesThe right message to the right people
Quirky Comedy
Fans
4268
Problem: Comments aren’t conversations
What if you could have
real conversations with your customers?
Real conversations with the right customers
Hangouts
Enabling social brand engagement Social brand video experiences with the click of a button
Screenshot
Hangouts with extrasShare your screen for customer service
Hanging out with the PresidentThe White House experiments with Google+
Problem:
Recommendations lack staying power
Problem: Recommendations lack staying power
What if
recommendations were surfaced when they mattered most?
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
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
,,,
Problem: Social as yet another channel
What if you had
social elementsin all your efforts?
Google+ PageYour identity on Google
Google+ PageYour identity on Google
Cross-channel audience developmentDriving followership to continue the relationship
sites
display
video
mobile
search
Google+ page
+your brand
Connect all your +1’s across the web
Messages are impersonal
Comments are not conversations
Recommendations lack staying power
Social is yet another channel
Search
Video Mobile
Offers Local SiteDisplay
Google+ as a common thread, not another channel
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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