Evaluating Google+
Giles PalmerCEO, Brandwatch
[email protected] @joodoo9
©2010 Brandwatch | www.brandwatch.com
2
What is Google+?
© 2011 Brandwatch | www.brandwatch.com
a product a platform
3
What are Pages?
© 2011 Brandwatch | www.brandwatch.com
• A way to attract Brands and Celebrities to Google+
• A platform for brands to connect and communicate with consumers
4
What are the features of Pages?
© 2011 Brandwatch | www.brandwatch.com
• +1 Button – similar to a Facebook ‘like’ button
• Circles – Twitter ‘follow’ approach. Allows you to tailor specific messages to particular circles
• Direct Connect –typing ‘+’ in front of a brand or company name in a Google search box you will get a direct link to the Google + Page (if they have one)
• Hangouts – Allows you to have face-to-face conversations with consumers
• Google+ Badge – connecting your company website to your Google+ Page
• Stream –post content, ask questions, start discussions with consumers
5
Measuring Pages – How does Facebook work?
© 2011 Brandwatch | www.brandwatch.com
Lots of tools to track:• Stream activity (posts, likes, responses…), • Content analysis (engagement, shares etc)• Derived data - Friends of fans, people talking about
this, total reach• Paid vs Organic • Traffic to your site (e-commerce?)• Mentions of your brand/product elsewhere on
facebook/the wider web
6
Facebook Insights
© 2011 Brandwatch | www.brandwatch.com
7
Vitrue
© 2011 Brandwatch | www.brandwatch.com
8
Buddy Media
© 2011 Brandwatch | www.brandwatch.com
9
What about Brand mentions rather than actions?
© 2011 Brandwatch | www.brandwatch.com
10
And you can track Brand mentions elsewhere on the social network
© 2011 Brandwatch | www.brandwatch.com
• Permissions problem, but for open areas, there are systems like Radian6 and Brandwatch
• Facebook is gently trying to push more things into the open, but has had historic issues
• Google+ has an API, but it’s throttled for most users (1000 posts per day)
11
Conclusions
© 2011 Brandwatch | www.brandwatch.com
On tools• There are lots of things to track!• Tools are centred around Analysis AND Activity• Not clear how independent these will remain
On Google+• Product is likely to benefit from ‘platform’• Conflict between open and closed• Maybe a bit messy as a result• Needs mass adoption to become truly relevant
Take a free brandwatch trial
THANK YOU for listeningGiles [email protected] @joodoo9
12
Go to www.brandwatch.com/ and register for a demo