What Google+ Means for Marketers: A View from Ford's Experience
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This document discusses how Google+ can help marketers connect with customers. It notes that connecting with customers can be difficult as content is shared quickly and commercials are often skipped. However, the payoff for connecting is great as most brand content and recommendations now come from consumers. The document then outlines problems marketers face like impersonal messages, lack of conversations in comments, recommendations that don't last, and treating social media as just another channel. It proposes that with Google+ features like Circles, Hangouts, recommendations in search results, and consistent presence across channels, marketers can have more meaningful connections by sharing the right message with the right people at the right time.
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What Google+ Means for Marketers: A View from Ford's Experience
- 1. What Google+ Means for Marketers A Ford leadership story Scott Monty Global Head of Social Media Ford Motor Company
- 3. The Ford Google+ Story
- 10. Connecting can be difficult
- 11. The party is only getting bigger 48 hours of video is uploaded to YouTube every minute Internal YouTube data 2011
- 12. And, getting shorter 56% of DVR owners fast forward through commercials Nielsen 2010
- 13. But… Payoff for connecting 77% 90% has never been greater of brand content trust is created by recommendations consumers from people they know 360i 2009 Nielsen 2009
- 14. How do you cutthrough and truly connect?
- 16. Social is a core human behavior, not a destination.
- 18. Problem: Messages are impersonal
- 19. What if you could share the right content with the right people?
- 20. How was your trip? My mom The guys Jason Internal Google Data 2011
- 21. Circles The right message to the right people Quirky Comedy Fans 4268
- 22. Problem: Comments aren’t conversations
- 23. What if you could have real conversations with your customers?
- 24. Hangouts Real conversations with the right customers
- 25. Enabling social brand engagement Social brand video experiences with the click of a button
- 26. Hangouts with extras Share your screen for customer service
- 27. Hanging out with the President The White House experiments with Google+
- 28. Problem: Recommendations lack staying power Problem: Recommendations lack staying power
- 29. What if recommendations were surfaced when they mattered most?
- 30. 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
- 31. Search & the +1 Button Stand out on Google search with recommendations when you need them Sandra Robles, Kari Clark, Daniel Friedman and 31 other people +1’d this
- 32. , , ,
- 33. Problem: Social as yet another channel
- 34. What if you had social elements in all your efforts?
- 35. Google+ Page Your identity on Google
- 36. Google+ Page Your identity on Google
- 37. Cross-channel audience development Driving followership to continue the relationship
- 38. Connect all your +1’s across the web sites Google+ page display +your brand search video mobile
- 39. Messages are impersonal Comments are not conversations Recommendations lack staying power Social is yet another channel
- 40. Google+ as a common thread, not another channel Search Video Mobile Display Offers Local Site
- 41. How To Get Started Create a Share valuable Promote your page & link it to content and hold page with badges your site and ads Hangouts and offline marketing
Editor's Notes
- #24: What if? As a business, what if you could have real conversations with your customers? Nothing beats face-to-face interaction. Hangouts allow you to have real conversations with your customers across the globe anytime you want to, with group video chat. Create a video on YouTube? Hold a hangout and watch it live with your customers.
- #35: What if: You had social elements in all your efforts?What if you could bring recommendations, identity and sharing to all your marketing activities? With Google+, we are taking social marketing outside the four walls of any particular destination with the aim of improving all the marketing you are already doing. Let’s take a look at how this works.
- #43: The Impossible, possible Platforms change people don't. Social is a core behavior not a destination. That why the key to cutting through is embedding easy access social into everything you do; helping each other create and connect the world around your brand like never before. We can connect in exciting, creative ways that we couldn’t even dream of just a few years ago. We want to help you achieve even greater successes. We want to enable you to embracethe power of digital to create magic moments, connect with your audience and do what you’ve always done - but better. In 5 years, we'll look back at the Google today and we'll say, "remember when we used to search and we didn't see friends' faces and we didn't connect with brands on a personal level? remember the plain vanilla Google?" At Google, we're committed in the next weeks, months and years to help you connect to customers and fans by adding the power of relationships and sharing to all of our products. We really hope you join us.