google: easier, better and more efficient by christian tom
DESCRIPTION
Christian Tom of Google speaks to travel writers about how they can use Google tools to save time and reach new audiences. This was presented at the Society of American Travel Writers NE/AC Chapter Meeting in Pittsburgh in June 2011.TRANSCRIPT
Easier, Better and More EfficientChristian L. Tom
Display Account Manager
SATW Pittsburgh #satw #satwpa
28 June 2011
Easier, Better and More Efficient
Introduction
SEO / SEM: Background and tips
Free Tools: Online collaboration and creation
Agenda
Free Tools: Online collaboration and creation
Platforms: Twitter and YouTube
Discussion
Google Confidential and Proprietary
Dear Sophie
Google Confidential and Proprietary
Introduction
SEO / SEM: Background and tips
Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation
Platforms: Twitter and YouTube
Discussion
Google Confidential and Proprietary
Christian @ Google
Google Confidential and Proprietary
Internet users worldwide
2010 1.9 B1.9 B
Mobile subscribers
2010 5 B5 B
Digital information in the world –videos, photos, music, texts, etc.
800 exabytes2010
2010 5 B5 B
Google Confidential and Proprietary
Internet users worldwide
2010 1.9 B1.9 B
2020 5 B
Mobile subscribers
2010 5 B5 B
Digital information in the world –videos, photos, music, texts, etc.
800 exabytes2010
2020 53 zettabytes
2010 5 B5 B
2020 10 B
Google Confidential and Proprietary
Americans watch online video once per month
Source: ComScore, Feb. 2011 Google Confidential and Proprietary
Business TravelersPersonal Travelers Affluent Travelers
Travelers aren’t just watching more online video, they’re increasingly watching travel related content
Google Confidential and Proprietary
63%(vs. 56%)
Watch Travel Videos Online: 41%
(vs. 36%)
Source: Traveler’s Road to Decision, 2010Base: Personal Traveler 2010 vs 2009 (3500; 3450); Business Traveler (1500; 1552); Affluent (1567; 778). Q. Typically how often do you watch videos online?Q. What types of videos have you ever watched on the Internet?Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level
58%(vs. 53%)
Viewers are watching more video online and paying closer attention
Likelihood that full
attention paid to original
web videos
Average time spent per
viewer per monthTotal U.S. monthly videos
streamed online
January 2010 – January 2011 October 2010January 2010 – January 2011
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Source: Video Metrix Media Trend, January 2011; Study on online video viewership by
Frank D. Magid Associates, NextNewNetworks and YouTube, October 2010.
2.5XBetter than TV
+45%YoY growth
+31%YoY growth
Travelers use their mobile devices for a wide range of travel related purposes
Travel-Related Activities Done Using Mobile Device
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Source: Traveler’s Road to Decision, 2010Base: Use Mobile Device for Travel-Related Information – Personal Traveler (525); Business Traveler (467).
You mentioned you access the Internet for travel-related information on your mobile device. Thinking about your personal or business travel, which of the following travel-related activities have you used your mobile device for in the past year?
Note: Box indicates a significant difference between 2009 to 2010 at the 95% confidence level
The four Be’s
Be Relevant
>Be Found
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Be Engaging
>Be Accountable
Introduction
SEO / SEM: Background and tips
Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation
Platforms: Twitter and YouTube
Discussion
Google Confidential and Proprietary 13
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What is Google search? Life of a query
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Search is fundamentally simple
To find the best results for a user, Google matches:
• What users want; and
•Content offered online
…and ranks your page based on:…and ranks your page based on:
• How well it matches what they want; and
• Your site’s reputation
…relative to everyone else’s pages
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Your objectives
• Understand what users are looking for in your issue area based on the keywords they’re typing
• Increase your use of these keywords or fill in content gaps
• Increase the number and quality of links to your site
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What do people like to link to?
People link to:
• Interesting and useful content
• How-to guides and tutorials
• Lists
• Controversy• Controversy
• Sites that update frequently
Research your issue community and reach out
Encourage linking
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Use social media to generate links (more later!)
Use blogs and Twitter as focal points for users looking for the latest
• By telling users what’s new on your site, they’ll be more likely to link to it
• By building community, you generate a constant flow of traffic
• Links from your blog to your site count, too
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Mind your reputation
Your links convey authority.
• Watch out for comment link spam
• Your site’s reputation can be affected by who you link to
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Google Advertising Auction
Instant AuctionA live auction is run for every single query – every user,
everywhere around the world
Rank = Quality x “CPC”In addition to “price,” there’s a consumer component – critical
for usefulness
Quality Factors:Keyword Click-through rate, keyword relevance, ad relevance,
historical performance
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A Level Playing Field
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Choose specific keywords
3 word phrases
2 word phrases
22%
29%
Average US Search Phrase Lengthsub-title
Source: OneStat.com
1 word phrases
5 word phrases
4 word phrases
6%
12%
20%
94% of people in the US search with multi-word phrases
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Tools can help you understand what users want
…and the keywords they use to describe what they want.
• Keyword Tool
• Insights for Search
• Hot Trends
• Google Analytics
• Custom Search
• Website Optimizer
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Keyword Tool
What terms do users search for on my issue?
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Insights for Search shows interest in search terms by:
•Category
•Time period
•User Location
Understand trends with Google Insights for Search
26Search / Display MobileMaps / PlacesInsights/Analytics Social
Explore related top and rising search terms
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Hot Trends
What do users care about today across the web?
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Understand site visitors with Google Analytics
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Google Analytics helps you understand your site’s performance, with insights on:
• Where are you losing visitors?
• Where are visitors entering your site?
• Which pages are they spending most time on?
• Which landing pages perform best?
• Where are your visitors coming from?
The +1 Button, recommendations for Google Search
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Available on:
� Google search results
� Google search ads
� 3rd Party sites (coming soon)
Here’s how the +1 Button works
Brian’s friend Mary now sees a personalized annotation, on search results and ads, showing that Brian +1’d it.
Brian clicks the +1 button next to your ad or organic
search result.
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Adding the +1 button gives users more opportunities to endorse your brand or site
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This site looks good, I want to check
it out.
This site is great. +1!
Personal recommendations can drive more, better qualified traffic
Aaron and Rebecca
recommend this. I should really check it out.
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Will +1 affect search rankings and quality scores?
+1s will be one of many signals in organic search
+1 is one of many social signals used for search ranking. We also use data from other social platforms, such as Twitter &
Flickr, and hundreds of other other signals
+1s will not change how we determine quality scores
As always, we look at an ad's performance relative to that of other ads for the same
query, position, and UI treatment.
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Flickr, and hundreds of other other signals to inform search ranking.
+1s may affect search ranking and should be a positive thing for high quality sites.
However, we believe that +1s will increase CTR, which would positively affect high
quality sites and ads.
Introduction
SEO / SEM: Background and tips
Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation
Platforms: Twitter and YouTube
Discussion
Google Confidential and Proprietary 34
Collaboration challenges
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Remote and mobile access challenges
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Google offers a new approach
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Productivity from any device
Corporate IT Survey – Messaging & Collaboration, 2008-2009,” The Radicati Group, 2008.Google Confidential and Proprietary 38
Tools for today's writers and publishers
Google Confidential and Proprietary 39
GMail
Manage information better• 25GB quotas per user - never waste time managing quotas again
• Search your email -- find what you need quickly and easily
• Use labels to filter and sort messages
• Conversation threading to help manage your inbox
Anytime, anywhere access• Web access from any connection
• Mobile access: Blackberry, iPhone, Android, Windows Mobile
• Outlook Connector: allow users
• to keep their existing client
Google Confidential and Proprietary 40
Talk
Real-time communications• Instant messaging with text
• Simple voice and video communications
• IMs archived and searchable with email
• Integrated directly into the Inbox
Simple to deploy and manage• No client applications
• Built right into the web-browser
• Video available on any machine with a webcam
Google Confidential and Proprietary 41
Groups
Simple configuration by users• Users can create and manage groups -- without help from IT
• Rich capabilities to customize groups
• IT can control access to some features
Use groups everywhere• Groups serve as email distribution lists
• Full searchable archive online for users
• Also useful for defining access controls on documents, sites, and videos
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Calendar
Rich functionality• Quickly add meetings and find available times and resources
• Sync to Blackberry, iPhone, Android and Windows Mobile
Share calendars for easier
collaboration• Corporate calendars
• Team calendars
• Launch calendars
• Even external calendars
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Docs
Essential editing capabilities• Word processing, spreadsheet, and presentation capabilities
• Unique features like forms for spreadsheets and remote viewing of presentations
Focused on collaboration• Real time co-authoring built into all of the applications
• Control access to documents at user, group, and company
levels
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Sites
Simple creation of rich sites by users• No knowledge of HTML required
• No need for admin assistance
• WYSIWYG editor
• Use templates to define default Site and page types
• Embed Docs, Calendars, Maps and other content Gadgets
Lots of use cases• Personal sites
• Team sites
• Project sites
• Department sites
• Even public sites
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Starting a conversation: Blogger
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Sharing inspiration: Picasa
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Keep your finger on the pulse - Google Alerts
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Google Reader: Your listening hub
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Chromebook
Google Confidential and Proprietary 50
Introduction
SEO / SEM: Background and tips
Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation
Platforms: Twitter and YouTube
Discussion
Google Confidential and Proprietary 51
Overview: What defines online video?
It’s authentic, short, and shareable.
• Think: Royal Wedding clips
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Oh, and…
It’s remixable
53Google Confidential and Proprietary
YOUTUBE STATS
3 billion page views per day
106 million monthly unique
users
55% reach of the online
YouTube = #1 Online Video Site in the US
55% reach of the online
population
48 hours of content uploaded
each minute
Over 1 million videos uploaded
each day
70% of online video is consumed
on YouTube
Sources: Nielsen NetView, April 2011, Internal Logs, Q1 201154Google Confidential and Proprietary
YouTube Reaches a Huge Audience
2nd Largest Search EngineEngine
55Google Confidential and Proprietary
Travel Enthusiasts Can Be Found in Large Numbers
High Reach: YouTube reaches
44% of all Travel Enthusiasts,
almost 15 million per month
Targeted: YouTube visitors are
16% more likely to be Travel
Enthusiasts than the average
56
Enthusiasts than the average
Internet user
Enagaged: Travel Enthusiasts are
20% more likely to use the
internet for 2+ hours per day (25%
more likely to use it 5+ hours)
Source: MRI, June 2011. “Travel Enthusiast” defined as 3+
personal domestic or international trips in past 12 months
AND shopped for airline tickets or made personal or business
travel plans on the internet.56Google Confidential and Proprietary
Hitting the sweet spot:
10 best practices for persuasion
57Google Confidential and Proprietary
1. Be authentic, be different
You don’t need glamour or polish—you just need personality.
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2. Keep it short
…and get to the point
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3. Be relevant
Respond to current events and popular destinations
Tag and title your videos so youll show up in Related Videos
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4. Partner up
Use celebrity endorsements.
Partner with another organization or writer to double your reach.
61Google Confidential and Proprietary
5. Put something at stake
Running a contest? Make it worth something.
• Prizes
• Recognition
• Publicity
62Google Confidential and Proprietary
6. Promote, promote, promote
Use all available distribution methods to promote your channel and videos.
• Your website
• Blog
• Email blasts
• Twitter feed• Twitter feed
Embed, embed, embed.
63Google Confidential and Proprietary
7. Turn your audience into evangelists
• Ask your viewers and supporters
to embed
• Use your channel to recognize
others through Favorites and
Subscriptions
• Create mashup of best video
responses and contest entries—responses and contest entries—
and send to others
• Use your channel to train your
supporters to take action
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8. Drive action
Use annotations within video. Embed video in calls to action.
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9. Keep it inexpensive
Flip cameras, iMovie, Interns/Staff.
Campus Progress
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10. Measure your results, adjust accordingly
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Matt Harding
68Google Confidential and Proprietary
Users Engage With YouTube Travel Gurus
The Most Watched Travel Video… … And The Most Talked About, Too!
Over 41K
comments!
Matt is a 30 year old, average Connecticut man, who danced and documented his travel to 39 countries on all 7
continents in 6 months thanks to Stride Gum, who sponsored his trips after discovering his original goofy travel videos
on the Internet.
More than 37 million views!
69Google Confidential and Proprietary
Adventures from @GoogleTravel
Your Voice, Your Brand
Conversation: @mention, RT
Use Twitter handles (@GoogleTravel is an example)Use Twitter handles (@GoogleTravel is an example)
Self-promote...promote others
70Google Confidential and Proprietary
Best Practices
What will people Retweet?
• Humor
• Controversy
• Breaking
• Analysis
• DIFFERENT
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Introduction
SEO / SEM: Background and tips
Free Tools: Online collaboration and creationFree Tools: Online collaboration and creation
Platforms: Twitter and YouTube
Discussion
Google Confidential and Proprietary 72
Stay in touch!
www.twitter.com/googletravelwww.twitter.com/cltom
73Google Confidential and Proprietary