MORCon 2012-Building a Strategy to Dominate Google+ Local

Mastering Online Ranking Conference 2012http://www.seo.org.ph

Ester Rebecca Del Fierro

Building a Strategy to Dominate Google+ Local

http://www.seo.org.ph/

Who’s Your Speaker?2005 : Finished bachelor of Science in Information Technology at Mapúa Institute of Technology

2005 – 2006 : Worked two call centers as CSR and TSR

2007 : SEO Specialist at Netpros Inc.

2008 : SEO Specialist at Zimplizity Solutions Corporation

2009 : Link Popularity Manager at DirectWithHotels Philippines Ltd.

2010 : Social Media Optimization Manager at DirectWithHotels Philippines Ltd.

2011 – Present : Online Marketing Manager at DirectWithHotels Philippines Ltd.

The gUrLaLiEn of SEO Org PH

• The Birth of Google+ Local– Relation to Google Maps, Google Places, Google+– Creation, Optimization, and Verification

• Google+ Page for Your Business– Comparison of Google+ to Other Social Media Sites– Set-up and Optimization– Promoting and Optimizing Further– Effective Maintenance

• The “Merging” of Google+ Local and Google+ Business Page• Best Practices for Full Blast Google+ Local Marketing

Things to Discuss

Building a Strategy to Dominate Google+ Local | Ester Rebecca Del Fierro | MORCon 2012

The Birth of Google+ Local


Google Places pages have been entirely replaced by the new Google+ Local pages• Google Places Page is now called Google+ Local • Google+ Local pages are more visually interesting. • Social Interaction via circles filter, find and message reviews /

recommendations from family/friends/colleagues • The appearance of a “Local” tab within Google+ (offers a mix of

popular, social and recommended Google content) • The integration of Google+ Local pages across Google platforms

(Search, Maps, Mobile)

Relation to Google Places and Google Maps


It is a location based search results on Google accompanied by a map. Appearing on these results is particularly important for those businesses who operates in a specific region, such as a hotel or restaurants.

WHAT IS

Creation, Optimization, and Verification
















Methods of Verification: via Phone via SMS via Postcard

• A social network powered by the search engine giant Google that allows businesses to create pages and develop relationships with prospects and customers on multiple levels.

• Individuals can add a brand to a specific Google+ Circle, share a Google+ page with their network, and interact with the content posted by that company.

Google+ Page for Your Business


Comparison of Google+ to Other Social Media Sites


Facebook Twitter Google+

HistoryFounded by Mark Zuckerberg on February 2004 (8 years in existence)

Created by Jack Dorsey on March 2006 (6 years in existence)

Launched on June 2011 by invitation only. But has been released to the public on Sept 2011 (1 year and 3 months in existence)

DescriptionLargest social network with wide appeal. Boasts high number of daily active users

Built on the premise of answering the question "what are you doing?" It has evolved into a place where people can get information/updates from people, organizations, and products they find interesting

Considered (still) as the new social network, which integrated Google Buzz and Google Profiles

Mobile FriendlinessApps for iPhone, Android, Nokia, Palm, Blackberry, Windows, Sidekick, Sony, and INQ

Apps for iPhone, iPad, Blackberry, and Windows Apps for iOS and Android

Company Information Location, Contact Information, Detailed Description

Location, Website URL, 160-character description

Location, Contact Information, Detailed Description

Posting number of character limit 63,206 characters 140 characters 1,000,000 characters

Personalized PageInstallation of a customized applicationDefault Image and Cover Photo

Customizing backgroundDefault Image Default Image and Cover Photo

Photo sharing Yes Yes YesVideo sharing Yes Yes YesChat features Yes No YesVideo chat Yes No YesPrivate Messaging Yes Yes Yes

Comparison of Google+ to Other Social Media Sites


Population Estimated Monthly Visitors

Compete Rank Alexa Rank

Google+ 250,000,000 33,167,422 N/A 1

Facebook 800,000,000 160,327,945 2 2

Twitter 383,000,000 45,457,356 19 9

LinkedIn 147,000,000 25,183,414 40 11

Pinterest 2,200,000 21,202,798 52 16

Google+ Facebook Twitter Linkedin Pinterest0

100,000,000

200,000,000

300,000,000

400,000,000

500,000,000

600,000,000

700,000,000

800,000,000

900,000,000

Population

Estimated Monthly Visitors





Set-up and Optimization






Promoting and Optimizing Further


• Optimize MORE to make it not only more engaging, but also more valuable and effective for lead generation

• Regularly share fresh content

• React and respond to your fans

• Be engaging

• Measure

• Adapt your strategy

• Optimize your presence based on your own individual results and goals.

Start sharing a few updates before you begin telling the world about it.

Effective Maintenance


ASK QUESTIONSFACT: People love to talk about themselves and offer their thoughts

• Ask questions that encourage your fans to share personal stories related to your brand• Asking questions will serve as an excellent tool to increase the interactions on the object • Conversation will encourage your fans to talk to each other

YOUR GOALTo publish questions that your fans will want to answer and share for a

viral effect



POST GAMES AND TRIVIAS People are inclined to provide answers as a way to show off their knowledge about a topic.

It is a great way to engage people to get to know your fan base just as well as they know your brand

A great implementation that will guarantee your games and trivia generate traction in the News Feed is by posting them on a recurring schedule. Your fans will know when to check their News Feeds or your Wall for the content that they want to see.



INCORPORATE RELEVANT PHOTOS Instead of telling your fans about your products and services, show them why you’re so proud of your brand. Attract people to your Posts as soon as they access the News Feed by incorporating relevant photos and images Many times, social media users aren’t interested in reading through lengthy text updates and would prefer to be introduced to immediate content such as photos. Images are also a great way to get your fans excited about brand-new products or services being introduced by your company



INCORPORATE VIDEOS

→ Videos are a great way to introduce your fans to new products or services by posting teaser content that will build hype and excitement

→ Give people a sneak peak to items before they become available to the public and ask for feedback within the News Feed.

→ Videos are also extremely useful to show people how to utilize your products and services

→ Provide people with a brief tutorial as both an interactive post as well as a helpful customer relationship management tool.



INCLUDE LINKS WITHIN POSTSNot only will you be spreading your own brand content, but the more users who engage with your posts and indicate an affinity, the more visible your brand will be on social media.

If your brand posts a link that users find valuable and interesting, they’re likely to pass it along to their friends who will send it to their friends, and so on.

Utilize links to direct traffic back to your website and encourage people to share their sentiments toward your brand as comments



BE EXPLICIT IN YOUR POSTSUtilize your Posts to tell people exactly what you want them to do. Be explicit and publish call-outs that will explain to your users exactly what action you want them to take.

The “Merging” of Google+ Local and Google+ Business Page


Benefits: Addition of Posts and Videos Tab for optimum Search Engine Optimization opportunities Significant Increase in Organic Ranking on the Search Engine Results Page Significant Increase in Organic Ranking on Google Maps





























Best Practices for Full Blast Google+ Local Marketing


Build a Strategy that is Social by Design

Social Media should be baked into everything you do, not added at the end of a campaign or done on the side.

Social Media should be integrated with your broader marketing efforts and part of how you reach your business objective



Create an Authentic Brand Voice

People on social media are clear and open about who they are - be the same by providing straightforward information about your business

Social media is an ideal place to bring your brand personality to life through an authentic and consistent voice



Make it InteractivePeople spend time on social media communicating and sharing with others, so always engage in two-way conversations

Think about the aspects of your brand that are inherently social and create content that people will be excited to pass along



Nurture Your RelationshipJust like in the real world,

building relationships with people on Google+ takes time

and requires a long-term investment

Keep content fresh and easy to consume, use ads to stay in

touch, and reward people for their loyalty through deals and

promotions



Keep Learning

Google+ allows you to get feedback from people in real time, giving you the ability to iterate on the fly

Learn bout your fans and the content and products they find most interesting


GOOGLE VENICEGoogle’s new ranking factor deals with localization

Your customers are already there

Your competitors are starting to use it

If your business isn’t putting itself out there, it ought to be.

End of Presentation

Mastering Online Ranking Conference 2012

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Documents

MORCon 2012-Building a Strategy to Dominate Google+ Local