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Google for Brands Best in Show Webinar

Today I did a webinar for Bulldog Reporter/PR University titled "Google for PR: Mastering Google Pages and Hangouts—Best Bets for Brands in 2013" and while I was indeed sharing the stage with the amazing Stephanie Scott, Katie Morse, Danielle Brigida, and Brian Pittman, this is just my part of the presentation without any edits or changes or cuts -- so you're welcome to enjoy just my part of it, wherein I talk about the three types of Google for Brands adopters: Hot & Heavies, Afterthoughts, and Zombie Ghost Towns. I hope you enjoy this, learn loads, and ask me tons of questions.

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Google for Brands Best in Show Webinar

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  1. Google+ for Brands Best in Show Webinar Proprietary and ConfidentialBIG BRANDS ON GOOGLE+ BUSINESS(Hot & Heavy, Ghost Town, or Afterthought)PREPARED FOR: THE BULLDOG REPORTER/PR UNIVERSITYMARCH 22, 2013 Brand + Digital

  2. Proprietary and ConfidentialABOUT CHRIS (The Next Panel Member) 2 Brand + Digital Proprietary and ConfidentialABOUT CHRIS (The Next Panel Member) 2 Brand + Digital

  3. Proprietary and ConfidentialChris Abraham, Director, Social Media BIO Chris Abraham is director of social media at Unison Agency, a branding and digital agency based in Georgetown, Washington, DC. Chris is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and advisor to the industries’ leading companies. Chris is based in Arlington, VA. 3 Brand + Digital Proprietary and ConfidentialChris Abraham, Director, Social Media BIO Chris Abraham is director of social media at Unison Agency, a branding and digital agency based in Georgetown, Washington, DC. Chris is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. A pioneer in online social networks and publishing, with a natural facility for anticipating the next big thing, Chris is an Internet analyst, web strategy consultant and advisor to the industries’ leading companies. Chris is based in Arlington, VA. 3 Brand + Digital

  4. Proprietary and ConfidentialChris Abraham, Director, Social Media 4 Brand + Digital Proprietary and ConfidentialChris Abraham, Director, Social Media 4 Brand + Digital

  5. Proprietary and ConfidentialABOUT UNISON Agency Overview 5 Brand + Digital Proprietary and ConfidentialABOUT UNISON Agency Overview 5 Brand + Digital

  6. Proprietary and ConfidentialOUR GOAL: BUILDING MEMORABLE EXPERIENCESBehind every great brand there is acompelling story. Unique. Inspiring.Unprecedented. Iconic. Defining.Enduring.Unison’s business is getting to the heart of humanbehavior and creating compelling stories through user-centered, integrated experiences. In doing so, ourbrands cut through the noise of our information-overloaded, 21st century lives to create recognition,stimulate action and build loyalty. 6 Brand + Digital Proprietary and ConfidentialOUR GOAL: BUILDING MEMORABLE EXPERIENCESBehind every great brand there is acompelling story. Unique. Inspiring.Unprecedented. Iconic. Defining.Enduring.Unison’s business is getting to the heart of humanbehavior and creating compelling stories through user-centered, integrated experiences. In doing so, ourbrands cut through the noise of our information-overloaded, 21st century lives to create recognition,stimulate action and build loyalty. 6 Brand + Digital

  7. Proprietary and ConfidentialAGENCY SNAPSHOT2003 Founded3 Offices6 Industry segments11+ Languages25+ Employees11 Disciplines35+ Countries1 Global networkALLIANCES/PARTNERS GLOBAL EXPERIENCE Unison serves clients in 35+ countries across government, not-for-profit, retail, hospitality, financial services, and energy sectors. 7 Brand + Digital Proprietary and ConfidentialAGENCY SNAPSHOT2003 Founded3 Offices6 Industry segments11+ Languages25+ Employees11 Disciplines35+ Countries1 Global networkALLIANCES/PARTNERS GLOBAL EXPERIENCE Unison serves clients in 35+ countries across government, not-for-profit, retail, hospitality, financial services, and energy sectors. 7 Brand + Digital

  8. Proprietary and ConfidentialOUR CAPABILITIES KEY SERVICES BRAND: What we need customers to think and feel to achieve the goals of a business at every interaction (decision point) with a brand PRODUCT/EXPERIENCE DESIGN: How we increase value through innovation CUSTOMER EXPERIENCE OMNI-CHANNEL EXPERIENCES: How we engage customers across all channels in alignment with the brand CAMPAIGNS & STRATEGIC COMMUNICATIONS: How we drive customers to take action in alignment with the business goals 8 Brand + Digital Proprietary and ConfidentialOUR CAPABILITIES KEY SERVICES BRAND: What we need customers to think and feel to achieve the goals of a business at every interaction (decision point) with a brand PRODUCT/EXPERIENCE DESIGN: How we increase value through innovation CUSTOMER EXPERIENCE OMNI-CHANNEL EXPERIENCES: How we engage customers across all channels in alignment with the brand CAMPAIGNS & STRATEGIC COMMUNICATIONS: How we drive customers to take action in alignment with the business goals 8 Brand + Digital

  9. Proprietary and ConfidentialGOOGLE+ BRANDS What’s Up With That? 9 Brand + Digital Proprietary and ConfidentialGOOGLE+ BRANDS What’s Up With That? 9 Brand + Digital

  10. . Proprietary and ConfidentialTHREE WAYS GOOGLE+ ARE EMBRACED BY BRANDS• Hot & Heavy • Fully-embracing and implementing G+ features • Keeping content updated and fresh • Responding quickly to queries• Afterthought • Cross-posting content prepared for Facebook • Auto-posting content via HootSuite • Not cross-promoting Page (low follower count)• Zombie Ghost Town • Hot & heavy initially but inconsistent posting or abandonment • Squandering hundreds-of-thousands of active followers • Not updating G+ profile to current look/feel 10 Brand + Digital

  11. . Proprietary and ConfidentialHOT & HEAVY: HUGO BOSS 11 Brand + Digital

  12. . Proprietary and ConfidentialHOT & HEAVY: ALLSTATE INSURANCE 12 Brand + Digital

  13. . Proprietary and ConfidentialHOT & HEAVY: MASHABLE 13 Brand + Digital

  14. . Proprietary and ConfidentialHOT 7 HEAVY: ANGRY BIRDS 14 Brand + Digital

  15. . Proprietary and ConfidentialHOT & HEAVY: VIRGIN 15 Brand + Digital

  16. . Proprietary and ConfidentialHOT & HEAVY: STARBUCKS 16 Brand + Digital

  17. . Proprietary and ConfidentialHOT & HEAVY (CHAUD ET LOURD): CIRQUE DU SOLEIL 17 Brand + Digital

  18. . Proprietary and ConfidentialHOT AND HEAVY: THE NEW YORK TIMES 18 Brand + Digital

  19. . Proprietary and ConfidentialHOT & HEAVY: BAYERISCHE MOTOREN WERKE AG 19 Brand + Digital

  20. . Proprietary and ConfidentialHOT & HEAVY: BRITNEY SPEARS 20 Brand + Digital

  21. . Proprietary and ConfidentialHOT & HEAVY: MARVEL ENTERTAINMENT 21 Brand + Digital

  22. . Proprietary and ConfidentialHOT & HEAVY: NASA 22 Brand + Digital

  23. . Proprietary and ConfidentialTIPS: HOT & HEAVY DEMANDS SEPARATE AND EQUAL • Google+ should be a child not a cousin • Repurposing from Facebook is fine but G+ is separate but equal • G+ offers hashtags, “+” tagging, galleries, albums • Promote & cross-promote G+ equally as Twitter & FB • All the cool kids are doing G+ by hand • Leading with full-sized images • Following with short URLs to content • Adding tags and hashes when needed • Post every single (week) day (forever) • Your followers are your friends • Don’t just preach at them, chat with them! 23 Brand + Digital

  24. . Proprietary and ConfidentialHOT & HEAVY & AFTERTHOUGHT: TOYOTA & TOYOTA USA 24 Brand + Digital

  25. . Proprietary and ConfidentialHOT & HEAVY AFTERTHOUGHT: FOX NEWS 25 Brand + Digital

  26. . Proprietary and ConfidentialAFTERTHOUGHT: ZAPPOS.COM HAS FEWER THAN 5K FOLLOWS 26 Brand + Digital

  27. . Proprietary and ConfidentialTIPS: AFTERTHOUGHTS MAY BE GOOD-FOR-NOW • Sometimes some G+ is better than no G+ • Cross-posting or auto-posting is a good start • While not a community, it may help SEO • At least your G+ profile isn’t a ghost town • At least you’re moving forward •  Testing the waters is fine for a while • HootSuite allows bulk-upload auto-posting • Cannot use the photo upload + tiny URL strategy • Cannot “+” tagging strategy to include others • Auto-posting puts brand page out of mind • If you don’t tend your garden, it’ll never grow • Just ask Chauncey Gardiner of Being There 27 Brand + Digital

  28. . Proprietary and ConfidentialZOMBIE GHOST TOWN: PEPSI 28 Brand + Digital

  29. . Proprietary and ConfidentialZOMBIE GHOST TOWN: YAHOO! 29 Brand + Digital

  30. . Proprietary and ConfidentialZOMBIE GHOST TOWN FAIL: “O” BY CIRQUE DU SOLEIL 30 Brand + Digital

  31. . Proprietary and ConfidentialZOMBIE GHOST TOWN: MACY’S 31 Brand + Digital

  32. . Proprietary and ConfidentialZOMBIE GHOST TOWN: THE MUPPETS 32 Brand + Digital

  33. . Proprietary and ConfidentialTIPS: ZOMBIE GHOST TOWNS HURT MORE THAN HELP • Squandering hundreds-of-thousands of followers • Cross-posting or auto-posting is a good start • Broken windows theory of online community • The theory states that maintaining and monitoring urban environments in a well-ordered condition may stop further vandalism and escalation into more serious. • A blog, site, or social media profile that is poorly maintained telegraphs a lack of brand esprit de corps • Better to take down/delete zombie ghost towns • Better yet to get the lead out and at least upgrade to making Google+ Brands pages an afterthought • Visitors respond more to your voice than what you say 33 Brand + Digital

  34. . Proprietary and ConfidentialTHANK YOU! ANY QUESTIONS? YES, YOU CAN START WITH ME:myTWITTER: @chrisabraham unTWITTER: @UnisonAgencymyFACEBOOK: /chrisabraham unFACEBOOK: /UnisonAgencymyLINKEDIN: /in/chrisabraham unLINKEDIN: /company/unison-agencymyEMAIL: chris@unisonagency.com unEMAIL: chris@unisonagency.commyBLOG: chrisabraham.commyG+/Talk: cabraham@gmail.comWaterfront Center Tribeca Film Center West Coast Office1010 Wisconsin Avenue, NW 375 Greenwich Street 1035 South Grand AvenueSuite 405 New York, NY 10013 Los Angeles, CA 90015Washington, DC 20007 USA USAUSA 212.941.3990 213.744.7900202.337.7887 212.777.0907 213.744.7901202.466.6235 Brand + Digital

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