Alejandra Sierra

Social media plan

GOOGLE

1. Background

Google Inc. was born in 1998. Its founders are Larry Page and Sergey Brin.
Google’s goal is “to make it as easy as possible for us to find the information
we need and get the things we need to do done”. According to their link web,
what they do for business is “To provide a variety of tools to help
businesses of all kinds succeed on and off the web. These programs form the
backbone of our own business; they’ve also enabled entrepreneurs and
publishers around the world to grow theirs. Our advertising programs, which
range from simple text ads to rich media ads, help businesses find customers,
and help publishers make money off of their content. We also provide cloud
computing tools for businesses that save money and help organizations be
more productive.” About what they do for the web is “. To build products that
we hope will make the web better—and therefore your experience on the web
better. With products like Chrome and Android, we want to make it simpler
and faster for people to do what they want to online.

Google's mission is to organize the world's information and make it

universally accessible and useful. Our company has packed a lot into a
relatively young life. Since Google was founded in 1998, we've grown to serve
millions of people around the world

Google’s vision statement is “to provide access to the world’s information in

one click.” The company’s nature of business is a direct manifestation of this
vision statement.

“Everybody On The Planet Is Our Target Audience: Google Marketing Boss”

Those were words of Spanier the 12th of March of 2015. Spanier
recounted the company’s CEO Larry Page comparing the tech behemoth to
toothbrushes – “Billions of people use it, twice a day or more and that’s the
inspiration for Google’s products.”

2. Engagements and/or relationship building strategies

- You can use Google wherever you are and whenever you need.
Definitely, you don’t have to be at your desk to use any Google’ service.
The current technology has allowed access from any mobile device at
anytime. Google is pioneering new technologies and offering new
solutions for mobile services that help people all over the globe to do any
number of tasks on their phone. Examples such a checking the email,
setting Google maps while driving, watching videos, recording the
 calendar events, among others. They all are services you can use from
you cellphone, laptop, desk computer, tables, and every tool with Internet
access

- Google’s information is for the entire world.

Their mission is to facilitate access to information for the entire world, and
in every language. They have offices in more than 60 countries, maintain
more than 180 Internet domains, and serve more than half of the people
living outside the United States. Google’s search interface in more than
130 languages, offer people the ability to restrict results to content written
in their own language, and aim to provide the rest of our applications and
products in as many languages and accessible formats as possible.
Example: When you access Wikipedia or some search pages, you can
switch the language to the different ones. In other way, Google allows you
to use its translator in all the different languages. Besides that, you can set
all your content of Google Chrome to your native language.

- With Google, the information flies.

It’s unbelievable how fast you go into the web and you obtain answers in
less than one second. Google really appreciates our time, because they
know it is valuable, and they want to give us an answer as soon as they
can. This is how they justify the strategy: “We may be the only people in
the world who can say our goal is to have people leave our website as
quickly as possible. By shaving excess bits and bytes from our pages and
increasing the efficiency of our serving environment, we’ve broken our
own speed records many times over, so that the average response time
on a search result is a fraction of a second” Example: just go in Google
web, then look for anything on your mind, finally you will see that they
would give you an answer in one second or less.

- Google is involved with the everyday world.

On special holidays, anniversaries or current events of the world such as
mother’s day, the World cup, Christmas, New Year and others
celebrations, Google offers amusing doodles for each day, even games
when people are bored, or memorial days when it is needed. This strategy
allows Google to connect with its audience and to make them visit its page
or interact with the updates. The following are some examples.
Some of them represent the World Cup, Thanksgiving in US, Carnival in
Brazil, Dragon Boat Festival in China and Taiwan.



3. Editorial calendar

TYPE OF
PERIOD STRATEGY/ example CHANNEL DETAILS
CONTENT
LAUNCH THE COMING INSTAGRAM/ THE PUBLICATIONS
JANUARY-
SERVICES AND EVENTS SNACKABLE FACEBOOK/ HAVE REDUCE
FEBRUARY
FOR THE NEXT MONTHS TWITTER INFORMATION
OFFER EXPLANATION PUBLIC WOULD FIND
ABOUT THE LAST THE COMPLETE
MARCH- APRIL FULL MEAL WEBSITE OF GOOGLE
PRESENTED PROJECTS INFORMATION ON THE
DURING PAST YEARS WEB
USING EDITORIAL
PROMOTE THE EVENTS FACEBOOK/ STYLE, PEOPLE WOULD
MAY- JUNE AND SERVICES WITH EDITORIAL TWITTER/ GOOGLE SEND AND SHOW
REAL TESTIMONIES WEB THEIR EXPERIENCES IN
THE PROJECTS
WEBSITE/ ORIGINAL
REALIZATION OF FACEBOOK/ PUBLICATIONS,
JULY- AUGUST INCENTIVIZED
ACTIVITIES INSTAGRAM/ EVENTS, PROJECTS
TWITTER WILL BE DEVELOPED
WEBSITE/FACEBOOK/ IT WILL EXPLAIN THE
SEPTEMBER- ANNOUNCEMENT OF
INCENTIVIZED INSTAGRAM/ STEPS AND PROCESSES
OCTOBER THE BIG COMPETITION
TWITTER/EMAILS TO WIN
IT WILL BE PROMOTED
COMPETITION ABOUT
AT THE BEGINNING OF
WHICH CREATIVE WORK FACEBOOK/
NOVEMBER- SEPTEMBER, BUT
DESCRIBES THE BEST ORGANIC INSTAGRAM/
DECEMBER WINNERS WILL BE
EXPERIENCES WITH THE GOOGLE WEB
ANNOUNCED ON
SERVICES AND ACTIVITIES
DECEMBER

4. Justification
- January- February: In this period the snackable content was used because
the strategy is based on showing small pieces of the coming events, so
people would get curious for what is coming and they will be alert and
 looking forward to the complete information.
- March- April: In this period, full meal content will be used to broaden the
information posted on Instagram, Twitter, and Facebook about the launch
of the next projects and services. Once the audience knows deeply about
what the activities will be, they can participate in them. Besides that they
can interact and share the information.
- May- June: The best way to spread any product or service is by mouth, so
we will use real testimonies, who have been in past events, as promoters
for new people. It will be editorial content because the writings to the post
are presented in that way, then new people could see that even when it is
an amusing activity, it’s serious.
- July- August: The content used is incentivized because it is prepared by the
organization and at the same time it encourages the public to participate in
the different events in that period of time.
- September- October: Similar to the last point, incentivized content works to
encourage the audience; the difference is that here it’s about a new
competition. The content lets the public know all the conditions
incorporated and specific information about it, the main idea would be that
posts get shared multiple times.
- November- December: In this stage Google will use organic content to call
people to participate in the competition to create the best and most
creative picture that summarizes all of the experiences with the company
during the whole year. After the conclusion of the competition, the winner
will be announced at the end of December and his or her work will be
posted and used by the company.

5. STEPPS

The campaign will encourage the public to think and propose the best, the
most creative, and the most novel technology. It can be tangible as well as
intangible (service). At the end, Google will evaluate the different
proposals to decide which one is the best idea. Afterwards, Google will
produce it and of course the inventor would receive the credit.

- S since people want it to be seen as a wow person, it's a clear opportunity

to show it. Demonstrating to the world as well as themselves how talented
they are. Besides it’s a great project to fulfill personally goals and grow up
as a professional.
- T as the competition is spread competitors will be completely cheerful
about the idea and will be alert to any change of information Google
provides. Google would have a meaningful space in their minds, which
means top-of-mind. It is because there will be representative music or
videos that people would be able to identify which brand the ads are
talking about. Besides, Google is everywhere at anytime, so it makes
them even more effective.
- E the emotion here is about sharing the information with those friends or
family members who can compete and make their dreams come true. This
emotion is more about being solitary with the ones we love than feeling
any kind of sadness because of others.
- P The more sharing the competition has, the more participants Google will
have. The more popular it is, the more creative and imaginative people it
would have playing. Why? Because people tend to imitate others, they
want to show what they are able to do. Even when their conscience
doesn’t know, they can grow as a person, professional, and competitor.
They will improve their skills just trying to win the competition and giving
their best.
- P Definitely, the competition is useful for those interested in participating.
According to what I said in emotions, it would also be useful to share the
information to friends or family members so that they can compete and
become a Google icon with their participation.