Is it Time to Make Google+ Your Plus One? 5 Key Problems Solved by Google+ Pages @adtech NY Keynote with Christian Oestlien
Posted on 10. Nov, 2011 by Ashely Zeckman in adtech, Blog, Marketing PR Conferences, Small Business Internet Marketing, Small Business Marketing
The closing keynote on Wednesday at ad:tech New York was presented by Christian Oestlien the Head of Social Advertising Products at Google. The opening of Oestlien’s presentation featured an example of Google+’s new Hangout feature shot live at a Black Eyed Peas Concert. Fans were given an opportunity to interact with the music sensations in real time. Black Eyed Pea’s frontman will.i.am is noted as saying “This isn’t behind the music, this will become the music.”
Since launching in June, Google+ has already acquired over 40 million active users. Users have also uploaded over 3.5 billion photos in those short months. According to Oestlien the goal of Google+ for enable marketers to interact with their fan base in a way that they never have before. When developing Google+ the team set out to see how they could influence and impact as well as improve that way that marketers are utilizing Online Marketing today.
Google identified 5 key problems that marketers are commonly faced with including:
- Fragmented Marketing
- Recommendations Lack Staying Power
- Comments, Not Conversations
- Impersonal Messages
- Limited Insights
Determining Problems Is Only the First Step
After only a couple of days on the market Google+ Pages have already been adopted by some very influential brands
Current Problem: Fragmented Marketing
More often than not what marketers are doing socially is vastly different than how their marketing plans are executed. Google is aiming to change the way that you market both online and offline. Oestlien also notes that Google is not trying to bring something completely new to the market. They are simply trying to transform the way that your information is shared.
Google Solution: Google+ Page, Direct Connect
Google has never had a specific place for users to connect and communicate with brands directly. Now with Google+ Pages you can easily interact with your favorite brands. Direct Connect is also a new feature that has recently been introduced. With Direct Connect you simply type the + symbol and then the name of the brand to be sent immediately to their page without having to sift through search results.
Current Problem: Recommendations Lack Staying Power
We’ve all experienced a moment where we have tried to think of a recommendation that was given to us by a friend or colleague and no matter how hard we’ve tried, we just can’t remember the exact details.
Google Solution: Google +1 Button
Google plus pages allows brands to connect +1′s around their brand and anchor them to your brand at Google. This enables Google to take recommendations that the brand has received and disperse them through the internet, enabling marketers to extend their brand and get in front of users in everything that they are doing online. For end users Google has discovered that if a brand, product, location, or event has been recommended by someone they personally know (in their circle) they are much more likely to trust that recommendation.
Current Problem: Comments, Not Conversations
It has been difficult for many marketers to find a way of engaging with prospective customers. Strategies are often centered around pushing information out onto social networks vs. engaging prospects on social networks.
Google Solution: Google+ Hangouts
Google+ Hangouts which was mentioned at the very beginning of the keynote has many practical B2B applications for business owners. Imagine the ability to interact live with your customers, record live testimonials, facilitate customer service questions, gather a group of industry thought leaders, the list goes on and on.
Current Problem: Impersonal Messages
In daily life you have the ability to change or tweak your message depending on who you are talking to. Unfortunately, that has not been the case with social networks. Marketers have been able to cast a wide net and attempt to personalize the message slightly to included all members of the audience.
Google Solution: Google+ Circles
Circles is by far one of my favorite Google+ features. This solution consists of intuitive groups which will allow marketers to directly target individual segments of their prospect or customer base. It also solves a question many marketers ask regarding managing a professional and personal social networking platform.
Current Problem: Limited Insights
It is extremely important to understand and gather insight into how people are interacting with your content. Why is this important? According to Oestlien “over 77% of content around brands is being shared by the users not the brand.”
Google Solution: Google+ Ripples
Ripples creates a timeline of how posts are shared and interacted with. Not only can you see who shared what information with who but you can also replay this information via a timeline to see what led to the success even if it is weeks or months down the road by the time you have discovered it.
I for one, found the keynote to be very helpful and practical for business applications. If you haven’t already signed up your company for a Google+ Page, check it out here. The team at TopRank Online Marketing will be sure to update you as frequently as we can on the changes that are sure to follow from Google+ and of course you can visit our Google+ Page for Online Marketing Blog.
If you are attending ad:tech New York, be sure to catch TopRank Online Marketing CEO Lee Odden and the Search Marketing Masters sessions with Intel, Volkswagen, REI, Salesforce, Bazaarvoice and Marin Software this morning at Room 13, Hall 1E, Level 1, in the Javits Center.
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Is it Time to Make Google+ Your Plus One? 5 Key Problems Solved by Google+ Pages @adtech NY Keynote with Christian Oestlien | http://www.toprankblog.com
ad:tech New York Search Marketing Masters
Posted on 07. Nov, 2011 by Lee Odden in adtech, Blog, Interactive Marketing, Small Business Internet Marketing, Small Business Marketing
As part of my November cross country efforts to share search, social media and content marketing insights, I’ve switched from BlogWorld Los Angeles last week to ad:tech New York this week. I’m really looking forward to a great group of Search Marketing sessions at one of the the largest Interactive Marketing conferences in the world. In the past year I’ve been to London, San Francisco, Barcelona and many other great cities (even Cleveland!) but New York is by far one of my favorite places for a conference.
Earlier this year the amazing Melanie Mitchell, SVP of Search at Digitas, was serving as a conference Marketing Master for the Search Engine Marketing track and she asked me to speak at my first ad:tech in San Francisco. When I was asked to perform those same SEM track programming duties for the ad:tech New York show, I had to say yes!
ad:tech New York features some very impressive keynote presentations including: Christian Oestlien, Head of Social Advertising Products at Google; David Fischer,VP Advertising & Global Operations at Facebook; Wendy Clark, Sr. VP of Integrated MarketingCommunications & Capabilities at The Coca-Cola Company and many others. Our roundup of pay per click and search engine optimization expertise is also impressive. You can check out two of the planned sessions below that I’ll be introducing and moderating:
Search Marketing: Integrating Search with the Rest of Your Marketing
Thursday, Nov 10 at 10:15 AM
Lauren Vaccarello – Director of Search, Display and Social Advertising, Salesforce.com
Title: Better Event Marketing With Integrated Search & Social Media
Presentation: Online marketing can be used for more than driving online demand. See how you can use search and social media marketing in every phase of offline event marketing from pre event registration to post event follow up.
Sara Devine – Manager Digital Media Integration, VW Marketing, Volkswagen of America, Inc
Title: Utilizing Search in Integrated Product Launch Campaigns
Presentation: As the announcement to launch journey unfolds, search is instrumental in capturing hand raisers and prospects leading up to the actual product launch where search maximizes the reach of what is often a large advertiser presence. At this point, search is not only utilized as the “catcher’s mitt” for the other advertising efforts, but also becomes a barometer of those efforts – measuring in real time consumer awareness and interest in the product.
Matt Lawson - VP Marketing, Marin Software
Title: Taking Paid Search to the Next Level, Tips for Advanced Marketers
Presentation: As paid search advertising becomes increasingly competitive and complex, search marketers are constantly looking for the next trick to squeeze additional volume and ROI out of their campaigns. In this informative session, Marin Software will reveal new professional tips to help sophisticated marketers improve the financial performance of their paid search programs.
After our first session that focuses on paid search, we’ll transition to a session that’s more focused on Search Engine Optimization:
Search Marketing: Cases and Best Practices for Maximizing SEO
Thursday, NOV 10 at 11:30 AM
Corey Carrillo - Global Media Worldwide Search & Online Programs, Intel Corporation
Title: One is the Loneliest Number: SEM, SEO, Social Integration and Insights
Presentation: The role of Search Engine Marketing at Intel with specific examples, consumer and business about applied best practices/insights and programs for SEM campaigns/data to help bolster results in SEO, Social and PPC Social.
Jonathon Colman – Internet Marketing Program Manager, REI
Title: A Case Study on How to Increase Search Engine Crawling and Online Conversion
Presentation: A discussion of the “silver bullet” when it comes to SEO and user experience (UX): Site speed and performance. A faster site reduces the costs of both infrastructure and releases by 50% or more. Efficient sites simply cost less to run and provide for a better user experience. This presentation provides 4 site speed optimization steps and a case study on how REI saw a significant increase in site speed and overall conversions after optimization was implemented.
Michael DeHaven - Bazaarvoice
Title: Social SEO: Strategic Optimization of User Reviews
Presentation: For many top online retailers, user-generated review content comprises 80 to 90% their site’s total rich content. Michael DeHaven of Bazaarvoice will outline a proven strategy to organize and leverage review content to drive substantial increases in traffic from search. This talk will open your eyes to a valuable, new segment of search traffic that often goes unnoticed when developing a search optimization strategy.
As you can see, this is going to be a fantastic set of sessions and a great group of speakers. I’ll also be moderating an Exhibit Hall session of several speakers from Local.com, ideaLaunch, Brafton and a few other companies serving the search marketing industry. If you’re attending ad:tech New York, I hope you’ll stop by Room 13, Hall 1E, Level 1 at the Javits Center.
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.
© Online Marketing Blog, 2011. |
ad:tech New York Search Marketing Masters | http://www.toprankblog.com
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