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#UWSMC Google+

#UWSMC Google+. “Your Social Media Corner Pub Hangout”. Hello Google+. Launched in June 2011 Graph and picture oriented 400 million registered users Demographic Most common occupation Engineer Developer Designer. Source: wikipedia and mashabale. Key Differential Points of Google+.

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#UWSMC Google+

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  1. #UWSMC Google+ “Your Social Media Corner Pub Hangout”

  2. Hello Google+ • Launched in June 2011 • Graph and picture oriented • 400 million registered users • Demographic • Most common occupation • Engineer • Developer • Designer Source: wikipedia and mashabale

  3. Key Differential Points of Google+ • Google + pages lets the brand interact with personal profiles (and also follow back) • You got to have G+ to boost the brands/company in search aka SEO potential • Circles where you can divide your audience according to any demographic such as personal interests, location, etc. • No promoted ads and friend clutter • Hangouts where you can have face-to-face conversations with friends, followers, and famous people that go beyond the capabilities of Skype • 1. Broadcast your interview • 2. Broadcast band's practice to the world

  4. Case Studies • Burberry • Starbucks • Williams-Sonoma Weak G+ Brand Pages • Retail – Macy’s • Furniture – Ikea

  5. Burberry

  6. Burberry Company History • 1856 Thomas Burberry opens a small shop in London. • 1880 Gabardine (a breathable waterproof material) was developed by Burberry • 1901 The Equestrian Knight trademark was introduced • The Burberry check print exposed to the public

  7. Building the Brand • The red, black, and white check pattern is synonymous with the classic brand. • The print was created in 1924 and used as a lining for trench coats. • In 1967, Burberry expanded their check print to other merchandise.

  8. Target Market • Label conscious citizens • Celebrities • Consumers seeking quality merchandise • Upper class citizens • Wealth CEO, COOs, and their spouses • Worldly citizens

  9. Burberry

  10. Burberry

  11. "To any CEO who's skeptical, you have to create a social enterprise today, you have to be totally connected with everyone who touches your brand," - Ahrendts

  12. Starbucks Coffee

  13. How Starbucks Embraces Social Media • +646,347 followers as of 11/12/12 • +648,477 followers as of 11/13/12 • Product highlights, promos, special deals, innocuous engagement posts (Coffee and snow go together like ____ and ____) • MyStarbucks ideas has also generated over 80,000 ideas

  14. #HanginwithMaroon5

  15. Williams-Sonoma

  16. Williams-Sonoma • In May 2011 announced a new marketing strategy with emphasis on the web to reach a global market while building fewer brick and mortar stores. Reported in The Seattle Times. • Poised to use Google+ strengths, particularly photos and graphics. • To date almost 1,400,000 followers on Google+. • Unique offers, contests, and give-aways on their Google+ page routes customers to their blog. • Two to three Google+ posts per day.

  17. Macy*s Missed Opportunities Followers: +131,221 Irregular Posts: Once or twice a month (last one being in June) Salesy Content: “uhhhhh... too many advertisements” Lack of Visual content Could’ve linked to the Macy’s Blog for creative content Ideas

  18. Macy*s Facebook Page

  19. Retail Solution Example “We want our followers on Google+ to feel that what they get is unique” Miriam Tappart, Global SMM, H&M. • Followers: +2,049,394 • Exclusive collection previews, contests and behind the scenes footage, such as a Vogue editor preparing for an H&M photo shoot • H&M Fashion Against AIDS campaign ‘Kiss for a Cause’ • Using social extensions to integrate social strategy into search

  20. Post Ripples Overall H&M Results: Average number of +1’s per post: 72, Average number of reshares per post: 11, Average number of comments per post: 22 On average H&M has achieved a 22% CTR uplift on all their AdWords campaigns thanks to implementing social extensions.

  21. DEBENHAMS UK • Followers: +17,682 • Featured in Top G+ Lifestyle Brands • Attractive Page Banners • Creative Ad Previews along with fantastic giveaways.

  22. Missed Opportunities:IKEA vs. Pier 1 Imports • 5,728 Followers • Individual pages by region • No photos • No videos • Posts • Started Dec 2011 • 6 posts since December 2011. • Posts News • Post shared publicly • 71,204 followers • Only 1 Official Page • Photos • Four videos • Posts • Started about Nov 2011 • Post consistently • Posts daily deals, decorating ideas and collections • Post shared publicly

  23. Engagement Vs. Vs.

  24. Engagement

  25. Thoughts for IKEA to Increase Engagement • The audience appears to be there • If you start it and then leave it people will too • Can’t find social buttons on website • Logo doesn’t fill up the whole picture space – looks fast and “cheap” • Post consistently • Photos to accompany posts • Post Videos of How a new Item works or a tour of new departments • Consolidate to one page?

  26. Campaign on Google Hangout • Let’s Hangout with Katie Musselman, Seattle Google Community Manager. • Hear about the awesome stuff she is doing for Google Seattle! • Previous experience with Nordstrom Social Media • During class on 12/5

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