SiteLab "Lead by Following" - Social Media Marketing

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WEBINAR AGENDA

Google+ - Quick Overview

Who’s on Google+ and its Increasing Popularity

Google’s “Social Backbone”

Why Your Organization Needs to be on Google+

Concepts of Authorship & Google Search Plus Your World

Why Your Target Audience Will Be on Google+

What’s Next?

Early Adopter Brands – Success Stories

How to Get Started

Tips & Tricks

Q & A


SITELAB– TODAY’S SPEAKERS

Matt ParisiOnline Marketing & Search Strategist

Clients: Sunkist Growers, Healthy Place

Twitter: @mattparisi

Jenn BarberSocial Media Strategist

Clients: Wolfgang Puck Companies, Hass Avocado Board

Twitter: @jbarber5000

@Sitelabbers Please tweet freely! #GPlusSLI


WHAT IS GOOGLE+ - SEARCH

Page Title

Meta Description

Back Links

Your Connections


WHAT IS GOOGLE+ - SOCIAL

Posts Here

End up Here

Share, Hangout, Comment


Who is on Google+?

Increasingly Popular

Member Count has doubled since

October

4th Largest Social Network (100MM+)

Demographic/Psychographic

Mostly Men (60-65%), Young (18-24) –

US

Technology-themed content, Science

and IT

International: US, India, Brazil, UK,

Canada

Big Cheese in the Tech World: Mark

Zuckerberg, Pete Cashmore

Brands: Ford, Macy’s, Pepsi

Celebrities: Britney Spears has most

fans


Google’s Backbone

Why?

Not just about Google vs. Facebook

Search connects people to documents

Social Networks connects people with

each other

Google+ connects search and people

Social Backbone Services

Identification/Authentication

Sharing

Notification

Annotation

Communication


WHY YOUR BIZ NEEDS TO BE ON G+

New/Evolved/Augmented Google Equation

The old Google equation - more links =

higher rankings

Now: “How much do I trust this link?” –

AuthorRank

Question about links has moved from

where? (website) to who? (author)

Integration of Google Everything

Gmail – Identification/Authentication

Maps – Relationships via Proximity

Docs – Collaboration

Picasa/YouTube – Media Integration

…each one signals Google algorithm for

trust, authority

Will become more important over time


Google Search + YOUR WORLD

Game Changer

Google’s Experimentation

with Twitter in 2008/09

Facebook has 800MM Users…

Google has Billions

New SERPs – Prominent slots

for Google+ content/people

Search Result Personalization

Rich media integration

Social Proof – +1 button

everywhere



Game Changer




Google has Billions






everywhere


*This search was performed while not logged in to Google*

Google’s New SERP



Game Changer




Google has Billions






everywhere


Google’s New SERP

There is a lot of personalization in search results and this is only increasing over time.

These Google+ users have impacted search results


Google’s New SERP

New Google+ Box still featured when logged in


Google’s New SERP

Social Rich Snippets Make Results Much More Prominent, Despite Rank

+1’s Feeding in. On-Site Social Optimization


Google’s New SERP

Social Engagement With Followers Highly Rewarded in Search


Google’s New SERP

Image Results ALL from Google+ (Not necessarily 100% of time)


Google’s New SERP

Ranking Changes: Listing #3 up from #6 Listing #4 down from #3, but has social

markup Listing #5 all new Listing #6 down from #4 Listing #7 down from #5 Listing #8 down from #6 Listing # 9 all new Listing #10 down from #7 Listing #11 down from #9, but has social

markup


YOUR AUDIENCE WILL BE ON GOOGLE+

Google is Google

Google has a good track record

Google+ is a top priority at Google

Google is King of Search

Google owns the Playing Field

Better User Experience

Circles – Work vs. Family vs.

Friends

Hangouts – Group Video Chat

Sparks – Easier to Find

Privacy Policy

Edit & Format Posts


Should I be on Google+?

Social Search

Share passions with Others –

Twitter vs. Facebook vs.

Google+

Broader conversation

Hangouts – Video

Conferencing

Demographics

International Market


WHAT NEXT?

Early Adopter Brand Success Stories

Intel – Engagement

Williams-Sonoma – Content

Ford – Integration

How to Get Started

Setting up a Profile

Circles

Tips & Tricks

Get more followers

Tagging and Editing Posts


Success Story: Intel

Key to Success: Engagement

Scrapbook (“Photostrip”

shows their creativity)

Engages its community with

questions

How much content they would

like to receive about the

brand

Which circle they think they

belong in

“We’ve added a new circle to our

page today: Jobs at Intel.”


Success Story: Williams-Sonoma

Key to Success: Novel Content

Huge Success despite not

being in the technology sector

Posts 1x/day

Instead of broadcasting about

products, creates content

around products

Tags Partners in Posts

Includes rich media in almost

every post

“I am definitely trying this recipe! Just

downloaded it! I will let you know how good it

is!”


Success Story: Ford Motors

Key to Success: Social Integration

Integrates with Storify, Google

Maps

TheFordStory.com is now

Social.Ford.com for SEO

Blog Posts on Google+

Uses Humor Effectively

Got in Early

Scott Monty: More “sincere &

intelligent conversation” on

Google+

“Don’t try this at

home… ;-)”


How to Get Started

Setup a Profile

Gmail

Register – Google Direct Connect

Optimize

Tag Line and Bio

Connect

Connect other SM profiles

Start following your partners

Post & Engage – be

conversational, use KWs &

Trending Topics, Tag

Connections

Google Direct Connect


Google+ Tips & Tricks

Pages can’t circle people

Format Posts

Edit Posts after posted

Use animated gifs…sparingly

Use your page as individual

for more followers

Use for prospecting – circles

anonymous

+1, Comment AND Share

No pretty URLs yet

Use Pictures, a lot


GOOGLE+ WEBINAR RECAP

What We Hope You Learned Today

Why your business should be on

Google+

How to establish your Google+

presence now and grab followers

before your competition

How "Search Plus Your World" has

impacted how your customers may

(or may not) find you through search

How early adopter brands have

learned to optimize their profiles and

content

Helpful tips for circling, posting,

responding and sharing


GOOGLE PLUS – Q & A


Date post:	11-May-2015
Category:	Technology
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