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There's a lot more to Google for Social Media than G+

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Cnfidential MarketingXLerator Social Media Marke-ng: The Google Empire Instructor : Natascha Thomson @NaThomson
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Page 1: There's a lot more to Google for Social Media than G+

Cnfidential MarketingXLerator

SocialMediaMarke-ng:TheGoogleEmpireInstructor:NataschaThomson@NaThomson

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Unit5–Google

1.  Demographics2.  SEOBasics3.  TheGoogleEmpire:

–  GMail–  GooglePlus–  GoogleHangouts–  YouTube–  Groups

4.  Promo-ons&Ads5.  Measurement

–  GoogleAnaly-cs6.  BestPrac-ces

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Cnfidential MarketingXLerator6Source:CNN,GoogleFacts&AndroidAuthority:GoogleFacts.

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Demographics

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FactonGoogleSEARCH

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FunFact

Source:Techno-fica-on.

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Google+Demographics

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Sources:Mar-n-WilbournPartners,Google,Forbes,Sta-s-cBrainResearchIns-tute,2015.

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WhatistheREALnumberofGoogle+users?

16

Source:SocialMediaToday:Google+:WorthitorWasteof-me?;2/2016.

Source:SproutSocial:IsGoogle+Dead?;2/2016.

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Cnfidential MarketingXLerator17Source:SocialMediaToday:Google+:WorthitorWasteof-me?;2/2016.

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Cnfidential MarketingXLerator18Source:SocialMediaToday:Google+:WorthitorWasteof-me?;2/2016.

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YouTubeDemographics

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Global

Source:YouTube

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Global

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SEO101

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Q:HowtocomeuphighinGoogleSearch?

A:SearchEngineOpKmizaKon(SEO)

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Ifyourbusinesscan’tbefoundinsearch,youmightaswellnotexist.

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SEO

“Theprocessofaffec.ngthevisibilityofawebsiteorpageinasearchengine’sunpaidresults.”

Source:Wikipedia.org

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SocialMediaOpKmizaKon(SMO)

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SMO

“Theuseofsocialmediaoutletsandcommuni-estogeneratepublicity

toincreasetheawarenessofaproduct,brandorevent.“

Source:Wikipedia.org

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SocialSearch

“Socialsearch”isanevolvingtermforthewayinwhich

searchenginesfactorauser’ssocialnetwork--alsoreferredtoassocialgraph

--intohowresultsaredisplayedaberasearchquery.”

Source:Hubspot

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“Insocialsearch,contentthathasasocialconnec5ontoyouinsomewayispriori5zed.

Asocialconnec.oncouldmeansomeoneyouarelinkedtoviaFacebook,TwiCer,oranyothermajorsocial

network.”

Source:Hubspot

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SERP

SearchEngineResultsPage

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The(Secret)Ever-ChangingGoogleAlgorithm

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Cnfidential MarketingXLerator33PictureSource:viaCrea.veCommons.orgviaFlickr.

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Thereareover200factorsGoogleconsidersinsearchrankings

MakeYourSiteEasytoCrawlbySearchEngines•  Design,content&formaengmafer

34Source:Hubspot.

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GoogleAlgorithm

Googlealsousesmobile-friendlinessofawebsiteasarankingsignal,aswellastheoverallqualityofasite.Intheiralgorithmupdates,GooglehasbeentryingtorewardqualityofcontentoveraCemptstostuffsiteswithkeywordstogamethesystem.

35

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Cnfidential MarketingXLerator36hfps://www.hillwebcrea-ons.com/google-algorithm-updates-impact-seo-tac-cs/

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Takethe“Mobile-Friendly”WebsiteTesthfps://www.google.com/webmasters/tools/mobile-friendly/

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SEO102:Shortvs.LongTail

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“Longtail”isavisualmetaphorfortheshapeofadistribu-ongraph

39Source:UnionStreetMedia.

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Source:UnionStreetMedia.

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“Longtailkeywordshaveahigheroverallorganicclick-throughrateat56%of

searchesforfour-wordsearchphrases.

Singlewordkeywordsonlyhavea30%click-throughrate.

Source:UnionStreetMedia.

41

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BeCustomer-CentricKnowYourTargetAudience:•  CreatePersonas(e.g.DecisionMaker,Influencer)•  Knowwhatproblemeachistryingtosolve•  An-cipatewhattheywilltypeintoabrowser

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“Thedefini-onofyourmission,inwhichyoumakecrystalclearwhatthe

awesomenessofyourproduct,siteorblogis,shouldbecentralinchoosingthelongtail

keywordsyouwanttorankfor.”

MariekevandeRakt,PhD,Yoast

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SocialMedia“Products”

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“95%oftheU.S.Internetbrowsingpopula.onaccessessearchengineseachmonth.

Furthermore,theU.S.onlinepopula.onmakesanaverageof37searchenginevisitsperpersonper

month.”

Source:Compete

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HaveyoutriedGoogleImageSearch?

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YouneedaGmailaccounttogetaccesstoaGooglePlus,YouTubeorMyGoogleBusinessAccount.•  DeriveallyouraccountsfromasingleGmailaddress.

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GooglePlus

50

About

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MUST:Fillinyourh_ps://aboutme.google.com/secKoncompletely.

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h_ps://aboutme.google.com/

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GoogleonG+

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GooglePlus:Communi-es

54

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GooglePlus:Collec-ons

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Cnfidential MarketingXLerator56Source:SocialMediaToday:Google+:WorthitorWasteof-me?;2/2016.

GoogleCommuni-es&Collec-ons

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GoogleCommuni-es&Collec-ons

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WatchthisG+CommuniKesvideo:hfps://www.youtube.com/watch?v=lpUDWCSRQIU

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G+CollecKons

Source:Sproutsocial:IsG+Dead?

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Cnfidential MarketingXLerator60Source:Sproutsocial:IsG+Dead?

G+CollecKons

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Source:Sproutsocial:IsG+Dead?

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Source:Hootsuite:G+.

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Source:Hootsuite:G+.

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GoogleHangoutFAQ.

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Youcantoliverightawayorschedulea

Hangoutforthefuture.

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HangoutsharedinmyGoogle-meline.

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Cnfidential MarketingXLerator76Source:ReelSEO:YouTubeforB2B

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Cnfidential MarketingXLerator77Source:ReelSEO:YouTubeforB2B

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Cnfidential MarketingXLerator78Source:ReelSEO:YouTubeforB2B

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Source:emagine.

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Source:emagine.

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MANDATORY:YouTubeChannelOp-miza-on

81

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Cnfidential MarketingXLerator82Source:WSJ.

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68%ofGoogleUsersAccesstheNetworkviaSmartphones.

hfp://brandongaille.com/58-staggering-social-media-sta-s-cs-on-the-big-nine/

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Measurement&Tools

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SEOSuccess=GoalSuccess

WorthmorethanRankinginSearchResults:•  Increasedsitetraffic•  Increasedbrandawareness(NPS)•  Increased-me&engagementonsite•  Increasedconversionrate•  Increasednumberofleads•  Increasednumberofcloseddeals•  ImprovedUserExperience(loop)

90

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Cnfidential MarketingXLerator94Source:Moz.com.

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Cnfidential MarketingXLerator95Source:Moz.com.

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Google+ Metric Examples

1. Follower growth rate (%) 2. +1 / Shares / Comments 3. Conversion Rates

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PaidMedia

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Source:Funnelbox.

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Cnfidential MarketingXLerator106Source:Moz.com.

Google+SuccessStories

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Cnfidential MarketingXLerator107Source:Moz.com.

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Cnfidential MarketingXLerator108Source:Moz.com.

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Source:Moz.com.

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Source:Moz.com.

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Source:Moz.com.

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Cnfidential MarketingXLerator112Source:ThinkwithGoogle.

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Source:ThinkwithGoogle.

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Cnfidential MarketingXLerator114Source:ThinkwithGoogle.

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Cnfidential MarketingXLerator116Source:ThinkwithGoogle.

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NataschaThomsonCEO,MarkeKngXLeratorNaThomson@Marke-ngXLerator.comMarke-ngXLerator.com@NaThomson

Over15yearsofmarkeKngexperienceinGlobal2000andstartupcompanies.CustomersincludeSAP,EMC,Polycom,SLAP,BAHREC,andLookingGlassCyberSolu-ons.


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