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Google Launches Google+ Pages for Businesses: Insight from GroupM Into Why A Google +Pages Strategy Is Critical For Brands

Google Launches Google+ Pages for Businesses: Insight from GroupM Into Why A Google +Pages Strategy Is Critical For Brands

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Published by GroupM_Next
This white paper published by GroupM, the media buying and planning arm of WPP, provides a deep dive glimpse into the features of Google's social network feature for brands, Google+ Pages. Drawing from insider perspective and background conversations through the relationships GroupM has with Google, it also addresses its strategic implications, which bear critical significance for brands in order to be successful both on Google+ and across Google’s networks.

Google+ represents a different type of social platform. It has been placed at the center of all Google initiatives and, as such, the strategy necessary for success is unique – but critical – for brands.


In this regard alone, strategy development now warrants bigger efforts to consider how a brand can maximize everything they do, invest in Google and shift Google+ into the center of that strategy, just as Google has done on its side.

To help brands understand the significant, potential impact this shift can have, this white paper explores:
• the basics of +Pages
• the product’s important features
• why brands cannot ignore Google and their focus on Google+
• perspective on how brands should think and approach the space beyond this initial launch
• a list of important takeaways brands should consider to cultivate a strong Google+ community
This white paper published by GroupM, the media buying and planning arm of WPP, provides a deep dive glimpse into the features of Google's social network feature for brands, Google+ Pages. Drawing from insider perspective and background conversations through the relationships GroupM has with Google, it also addresses its strategic implications, which bear critical significance for brands in order to be successful both on Google+ and across Google’s networks.

Google+ represents a different type of social platform. It has been placed at the center of all Google initiatives and, as such, the strategy necessary for success is unique – but critical – for brands.


In this regard alone, strategy development now warrants bigger efforts to consider how a brand can maximize everything they do, invest in Google and shift Google+ into the center of that strategy, just as Google has done on its side.

To help brands understand the significant, potential impact this shift can have, this white paper explores:
• the basics of +Pages
• the product’s important features
• why brands cannot ignore Google and their focus on Google+
• perspective on how brands should think and approach the space beyond this initial launch
• a list of important takeaways brands should consider to cultivate a strong Google+ community

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Published by: GroupM_Next on Nov 09, 2011
Copyright:Attribution Non-commercial

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03/30/2012

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Google Launches Google+Pages for Businesses
Insight from GroupM on why a +Pages strategyis critical to success, and immediate steps totake for your business
November 2011
 Author: Chris Copeland, CEO, GroupM Search
 
Google has formally launched the business component to its social platformGoogle+. Called Google+ Pages, this new feature set enables brands to moveonto the social platform. Google+ represents a different type of socialplatform. It has been placed at the center of all Google initiatives and, as such,the strategy necessary for success is unique – but critical – for brands.
The strategy for success on Google+ will span from owned media into all Googlechannels. It will also include paid and earned opportunities off of the platform, thoughacross the Google network.In this regard alone, strategy development now warrants bigger efforts to consider howa brand can maximize everything they do, invest in Google and shift Google+ into thecenter of that strategy, just as Google has done on its side.To help brands understand the significant, potential impact this shift can have, thiswhite paper explores:the basics of +Pagesthe product’s important featureswhy brands cannot ignore Google and their focus on Google+perspective on how brands should think and approach the space beyondthis initial launcha list of important takeaways brands should consider to cultivate a strongGoogle+ community
Introducing Google+ Pages and whatbrands should know from the start
When the social network Google+ launched, it did so to rapid adoption (25 millionusers in less than one month) and much frustration from brands who were allowed toregister, only to be immediately removed. Bradley Horowitz, vice president of productat Google, acknowledged the company’s poor form with the recent invitation for brandsto return via the launch of Google+ Pages. As quoted in an
article about thelaunch, Horowitz said: “We did something rather rude. We kicked these brands off 100days ago. We noticed that they were taking up residence in the user space and, rather abruptly and rudely, said, ‘We have something else in mind for you. We didn’tanticipate this much interest this fast, please wait.’”
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Google LaunchesGoogle+ Pagesfor Businesses
November 2011
 
Now, brands have that “something else” from Google.There are limitations of a new product coming intomarket as quickly as this has. However, the product is seton a compelling course.Central to +Pages are several legacy features introducedpreviously with Google+, but new are a few tricks whichshould provide treats for users. +Pages look similar tothe standard Google page but are governed by adifferent set of regulations than a private user page.Before starting, brands should understand some keylimitations, including:
Brands cannot follow until users follow their Google+ PagesThe biggest difference for brands setting up +Pages is that they cannot add peopleto Circles until those users have added the brand’s +Page to a Circle of their own.
This is going to require brands to have a very specific acquisition strategy to encouragefurther adoption. Additionally, when +Pages information is shared, it is only shared withpeople in the Circle, not with friends of friends. This is a significant contrast to what mightbe shown on a Facebook Wall. This rule in +Pages will limit the exposure a brand getsthrough friend association until its community grows to a level of significant impact.
Number of users allowed in a CircleLimitations exist today around the size of Circles a brand can have, set at 5,000per Circle,
similar to the Google+ individual user limits. In a conversation we had withChristian Oestlien, Google’s group project manager for Google+, he indicated that Circlesize limits would be altered over time.
Single administrator loginAt present, with the launch of +Pages, brands can only have a single administrator login for their account.
This admin login must be tied to a Gmail account, thus making itimportant to properly select the initial person leading the effort to establish +Pages’visibility, as well as agreeing from step one what account will be used.
Contests, promotions, coupons and deals are NOT allowedThe current terms of service brands agree to in establishing a +Page includelanguage prohibiting the organization and/or execution of incentive-basedprograms.
Commentary is not yet available on whether this will continue, but it is adeparture from Facebook. Additionally, this has sizable implications as GroupM Searchresearch has found that the No. 1 reason consumers follow brands on social media is for deal information.
No vanity URLsGoogle has not established its verification and vanity URL policy.
This will come intime, but for now multiple sources can have the same listing.
Analytics
In conversation, Google also indicated to us that
the level of analytics for brandswould not be “great” to start
, but would also improve over time.
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Google LaunchesGoogle+ Pagesfor Businesses
November 2011

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