smx presentation: "google+: more than a +1 trick pony"
DESCRIPTION
A comprehensive overview of the opportunities Google+ presents to digital marketers from Location3 Media's Social Media Director Angie Pascale.TRANSCRIPT
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Angie Pascale, Social Media Director | Location3 Media | www.Location3.com
GOOGLE+: MORE THAN A +1 TRICK PONY
@angiepascale | @Location3 @angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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The Many Breeds of Google+
Integrating with Other
Digital Efforts
Tracking and
Measuring
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A Photo Sources http://www.flickr.com/photos/22280677@N07/3569244220
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The Many Breeds of Google+ Google+: More Than a +1 Trick Pony
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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The varied types and functionality of Google+ pages can make your head spin.
Photo Source: http://www.flickr.com/photos/porsche-linn/7085203423
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Page Type Verification Vanity
URL Posting Ability
Tabs Follow/+1
Buttons Description
Cover Image
Displays in Google
Maps
Displays in
Google+ Local
Reviews Managers
Personal Page
✔ ✔ ✔
1. About 2. Posts 3. Photos 4. Videos/YouTube 5. Reviews 6. +1s
Add to Circles
Photo
Brand Page
✔ ✔ ✔
1. About 2. Posts 3. Photos 4. Videos/YouTube
Follow and +1
• 5,000 characters
• Rich text Photo ✔
Local Google+ Page
✔ ✔ ✔
1. About 2. Posts 3. Photos 4. Videos/YouTube
Follow and +1
• 5,000 characters
• Rich text Photo
✔ ( if
verified) ✔
Google+ Local Page
1. About 2. Photos
+1 only
• 200 characters
Map ✔ ✔ ✔
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Personal Page Full posting capabilities. Reviews tab signifies personal page.
Large descriptions with rich text and links.
Links to other sites, sources and social channels.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Brand Google+ Page
Ability to post from page. Larger description (“Story”) with rich text,
tagline, contact info and links. Follow and +1 buttons
Cover image is uploaded photo.
Link YouTube account, replaces
Videos tab.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Ability to post from page.
Larger description
(“Story”) with rich text, tagline,
contact info and hours.
Follow and +1 buttons
Cover image is uploaded
photo. Local Google+ Page Map is included in About tab.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Google+ Local Page
Two tabs: About and Photos
Basic description.
Customers can leave reviews.
+1 button only.
Map is used as main cover photo
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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LOCATION3 @angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Integration with Other Digital Efforts
Google+: More Than a +1 Trick Pony
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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• Some links in About section of profile are dofollow.
• Pages and posts accumulate PR.
• Shared links are dofollow and pass value.
• Posts are crawled and indexed almost immediately.
• Each post has characteristics of a blog:
- Separate URL
- First ~50 characters become title
- Longer post lengths
- Full editing power at any time
- Reshares result in internal linking within G+
• Authorship and publisher markup: Do not have direct
impact based on authority, but may someday and
currently can increase CTR by being more eye-catching.
Organic Search
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
DO FOLLOW LINKS
NO FOLLOW LINK
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Google+ Post ranks for “business signs.” Note the meta description.
While “business signs” is in the Google+ post, that’s not what was used as the description.
Google pulled the description from the linked article.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Knowledge Graph
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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High Quality
Google+ is very image heavy, thus having high
quality, engaging and high res imagery is
important for increasing CTR and engagement.
Animation
Experiment with GIFs and succession of similar
photos, which creates a gif-like image.
Cover images
New dimensions as of November 13! Still a 16:9
aspect, min 480x270 pixels.
Profile Photo
Larger version: Circumference – 120 px;
Inscribed square – 84x84 px
Smaller version: Circumference – 43 px
Imagery
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Image Carousel Images are pulled from Google+ pages. If there are no high quality images, map is shown instead.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Allow customers to view the interior space of
your establishment. Having a virtual tour on
your Google+ page may impact ranking.
Virtual Tours
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Social Extensions
All +1s on paid search ads roll up to total on
Google+ brand page. Can increase
personalization in ads, increase ranking and
reach for Google+ page, and may contribute
to CTR overall.
Shared Endorsements
Google+ connections and activity may be
included in paid search ads, according to
Google’s new terms. Applies to personal
and business pages.
Paid Media
Search ads with annotations have 5-10% uplift in CTR.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Tracking and Measurement Google+: More Than a +1 Trick Pony
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Google Analytics See what content from your
website is being shared on
Google+ and referrals from
Google+ to your website.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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View insights about specific pages, or
search a query for data on all pages using
that term.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
AllMyPlus.com
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View post activity
See most popular posts based on engagement.
View all activity by post.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Also view data for keyword searches.
Beneficial for:
• Finding influencers
• Monitoring competitors
• Generating content ideas
AllMyPlus.com
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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View Google+ stats on daily follower growth, virality of posts, who is sharing posts, and compare CircleRank to others.
Britney Spears
1
The Economist
8
Barack Obama
45
H&M
56
NASA
708
GE
1,120
CIRCLERANK OF SOME GOOGLE+ USERS/PAGES
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Ripples See who shared posts to understand
their influence and determine if
establishing a relationship is
worthwhile.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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After merging a Local Google+ page with a
Google+ Local page, you are provided access to
a new dashboard along with some insights.
Insights provide data on how people found
page, what they did on the page and how they
interacted with it.
Merged Google+ Local
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Analytics for Local Pages
Views
•All views
•Profile views
•Post views
•Local search views
Actions
•All actions
•New followers
•+1 clicks
•Shares
•Comments
•Clicks for more info on Maps
•Clicks for driving directions
•Clicks to website
•Posts data
Post views
•Shares
•+1s
•Comments
•Why posts were viewed
•Actions by content type
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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Analytics For Local Pages
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A
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The Many Breeds of Google+
Numerous types of pages exist. Know
what’s out there for your brand, and
determine which type you need.
Integrating with Other Digital
Efforts
Google+ is not just a social channel, and
cannot be viewed in a silo. Take advantage of all integration points.
Tracking and Measuring
Tracking is not ideal at this time, but it’s new and there are options. Take the time to know
and dig into these tools and data.
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A Photo Sources http://www.flickr.com/photos/22280677@N07/3569244220
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Angie Pascale Social Media Director [email protected] @angiepascale about.me/angiepascale Location3.com @Location3 facebook.com/Location3Media
FIND ME
@angiepascale | @Location3 #SMXSocial13 | #SMX #14A