SMX Presentation: "Google+: More than a +1 Trick Pony"

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LOCATION3 LOCATION3 Angie Pascale, Social Media Director | Location3 Media | www.Location3.com GOOGLE+: MORE THAN A +1 TRICK PONY @angiepascale | @Location3 @angiepascale | @Location3 #SMXSocial13 | #SMX #14A

description

A comprehensive overview of the opportunities Google+ presents to digital marketers from Location3 Media's Social Media Director Angie Pascale.

Transcript of SMX Presentation: "Google+: More than a +1 Trick Pony"

Page 1: SMX Presentation: "Google+: More than a +1 Trick Pony"

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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

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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

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Google Analytics See what content from your

website is being shared on

Google+ and referrals from

Google+ to your website.

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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.

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Also view data for keyword searches.

Beneficial for:

• Finding influencers

• Monitoring competitors

• Generating content ideas

AllMyPlus.com

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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

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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