Getting Closer to Your Customers

Google Social Platforms

Mohamad Mourad
Bucharest, 18 October 2012
People are more connected than ever
Content on the internet is exploding
Internet is becoming video
Starts With YouTube, Goes Everywhere

700 Links 500 Years

to YouTube videos are of YouTube video
shared via Twitter watched on Facebook
every minute every day
The social party is getting bigger by the day

400m 1m+ 800m

Google+ users Google+ brand YouTube users
within 12 months pages within 12 watching 4 billion
from launch months from views per day
launch
Payoff for connecting
has never been greater
77% 90%
of brand content trust
is created by recommendations
consumers from people
they know
360i 2009 Nielsen 2009
Social is a
core human behavior,
not a destination.
Google’s mission

to organize the world’s information and make it

universally accessible and useful
 Google+
A new improved Google

The Social Spine

that underpins & strengthens all of Google
Social media is still nascent

Messages are impersonal

Comments are not conversations

Recommendations lack staying power

Marketing is fragmented

Limited insight
Problem: Messages are impersonal
Circles
The right message to the right people
Which Circle Are You?
The right message to the right people

Technology
IT Experts Trends Newsroom
Enthusiasts
The right ad for the right audience
Giving users control

Viewers choose
relevant ads

Advertisers only pay

for engaged views

Good creative
is rewarded
Problem: Comments are not conversations
Hangouts
Real conversations with the right customers

Three hangouts with three distinct goals

Engagement &
Retention & Loyalty Brand Awareness
Product Feedback
Youtube
Real conversations

...they’re , forwarding,

commenting,:) making a parody

ytking80 25 minutes ago
,

a response, a mash-up

Active community is not just watching

Swagger Wagon
Real Engagement
 Problem:
Recommendations lack staying power

Problem: Recommendations lack staying power

 Recommendations
Influence Purchases

71% 84%
Say reviews from Use online sources
family members or when deciding what
friends influence to buy
purchase decisions

Harris Interactive 2010 Google research study 2011

1998
PageRank
Today
Social Search
Social improves search performance

+1’s increase your

performance
5 –10% average increase
in CTR on search ads
Problem: Marketing is fragmented
Econsultancy 2010
Google+ Page
Your identity on Google
 Connect all your +1’s
search across the web

Google+ sites
page

+Android

mobile display

video
YouTube currency
Views across the web
Problem: Limited insights
Ripples
See how your content spreads
Social Reports in Google Analytics
Tie real dollar amounts to your social marketing

20,358 ($113,037.50)
Conversions

11,003 ($48,762.25)
Assisted Social Conversions

2,375 ($8,687.00)
Last Interaction Social Conversions
Youtube Analytics
Robust measurement and analysis

YouTube Analytics AdWords for Video

– Channel or video specific data – AdWords reporting, for
– Viewership reports your video campaigns
– Engagement reports – Video-specific metrics
– Ad performance reports
Enhance your presence on Google
google.com/+/business

Create a page Optimize your Add the Google+

& have it verified Search ads with badge to increase
social extensions your followers

What Can I do now?

 Adopt The New “Inverted”
Marketing Funnel

Engage the most Know and act on Rally the

valuable people what drives your community around
audience your brand

What Can I do now?

Thank You: Q&A