google + for thom
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TRANSCRIPT
Maarten Quartier
The House of Marketing13/10/2011
Hi, I’m Maarten
Digital Planner @ OMDMarketing Genius 2011
@maartenquartierlinkedin.com/maartenquartier
What?1
Why?2
The effect?3
Brands?4
The future?5
What?1
Google + is the 3th attempt from Google to get into the social media space
Attempt 1: Google Wave
Attempt 2: Google Buzz
Attempt 3: google plus
Offcourse there is the ‘classic’ stream
And then there are (were) some additional unique selling points
Circles
Hangouts
Instant Uploads
Sparks
Huddle
Why?2
Google's mission is to organize the world's information and make it universally accessible
Google has a hard time indexing content from facebook
Facebook is catching up with Google in terms of web traffic
Google has a deal with Twitter (wich is now temporarily suspended for its realtime search
services)
Google primarily makes its money from acces to the worlds information
So they need to move into the social media space if hey want to keep their advantage.
Hence google plus and the +1 button
The effect on search becoming more social and personal can allready be seen
The effect?3
In the first beta stage you needed a much sought after invitation
Now it is publicly available
The effect? + 1 269% visits
Google plus became the fastest network to reach its first 50 million users
Popular mass media figures are used to promote Google plus
Even unexpected ones
How about Belgium?
Penetration in Belgium is still very limited
24 758 belgiansIdentified on Google +
0.2% of the belgian population
0.35% of the BE online population
0.55% of the belgians on facebook
2.5% of the belgians on linked-in
15% (more or less)of the belgians on Twitter
Brands?4
What can brands do?
No official brand pages are allowed for now, allthough some tests are going on
Google plus is just a new platform on wich people talk. A platform that facilitates
the sharing of experiences between people
Nothing to be afraid off.It’s an evolution not a revolution
1. Listen, Listen, Listen
2. Objectives
3. Strategy & Tactics
4. Measure & optimize
A new platform that should fit into your current social media strategy
1. Listen, Listen, Listen, …define the current state of the brand in social media
2. Define your objectives, targets and KPI’sSocial media can be used to serve a number of departments
(Research, Customer service, Marketing , Sales, HR, …)
3. Set your strategy and implement it join existing conversations and/or can start and fuel new
conversations and facilitate the sharing of experiences
4. consistency and a long term approach are needed Implementing a measure, learn and optimize cycle is key
to success in the long term
The future?5
As mentioned google build up an audience quite quickly and managed to create a lot of
buzz
But interest is fading worldwide
As in Belgium
And so is traffick regarding to different sources that all show the same trend
If even google top-execs are hardly using the platform …
But do not underestimate Google as they have a lot to winn and loose and have
some powerfull weapons to use