Google Plus is currently the second-largest social network globally*; it is growing faster than Facebook and has more users globally than LinkedIn and Instagram combined.
Marketers often think of this platform as a mere SEO booster, but two years since Google Plus launched ‘Pages’ for brands it has evolved into an integrated social ‘layer’ that works across Google’s many online properties.
Here are five reasons for brands to take a second look at Google Plus:
1. Google Plus is not Google’s version of Facebook: it’s not about stories and experiences. It’s about being part of a system based on a search engine that expands its power to different platforms that people use every single day. Think of it as a huge dashboard where you can manage your life online.
You have probably noticed that Google is everywhere, not only in search. Chrome? Check. YouTube? Check. Android? Check. Google Play? Check. Not to mention email, chat, maps, calendar, documents and so on. Thanks to Plus, Google knows about people’s contacts on Gmail, the YouTube videos they watch and comment on, the places they go on maps and how they spend their time online on the websites in Google’s ad network. This makes Plus a powerful insights tool for marketers.
2. There’s another reason why Google Plus is different from Facebook. Plus allows people to customize their experience: they can choose the content they want to read in their news feed and decide what is more relevant for them, without allowing an algorithm to do it on their behalf and filtering friends’ posts. Thanks to Circles, one of its key-features, they can also choose the right audience for a specific content they share. This means: the user’s needs and interests come first on Plus. Google knows that users want to be more and more in control of their social experience, while Facebook makes decisions for users about what they do, or do not want to see or share in their news feed.
3. Google Plus offers different ways to engage with users and be closer to them. In Communities, people come together to have relevant conversations and discuss shared interests (music, art, tech, news, etc). This is an important opportunity for brands that want to listen to people’s opinions, participate in the conversation and drive it to a specific topic.
Within Communities, brands can also offer frictionless customer service to a specific audience without building a dedicated space on their website or forum. Hangouts help brands to engage with users on a more personal level: video chat, live show broadcast, virtual meet and greet, live support and much more can be implemented thanks to this powerful feature.
4. Google Plus obviously offers brands incentives in terms of SEO and visibility to sign up on its social network: it guarantees prime placement on the right-hand side of the search results, with photos and promotional posts to companies with Google Plus profiles. On top of business information, logo, location, website and so on, people can also follow and visit brand’s profile on Google Plus right from Google search results.
5. Google knows that content is king, and wants to make it go faster. With the new +Post ads, it allows brands to turn their Google Plus content into expandable display ads, and those ads can be shown as innovative and conversational display ads within the Google Plus interface. For example, a brand can take the opportunity to re-purpose pictures, videos, Hangouts and potentially show its content on over 2 million websites. This kind of feature is something that only a search leader such as Google can offer brands.
Google is constantly integrating Plus into its different products and services; this makes the people using them also active users of Google Plus. In fact, Google Plus provides an ecosystem for any business looking for massive potential engagement, promotional opportunities and importantly, SEO.
Giants like Ferrari (https://plus.google.com/+Ferrari), H&M (https://plus.google.com/+HM) and obviously Android (https://plus.google.com/+Android) are already interacting with people on Plus, with big success.
Based on the growth and integration of the platform over the past three years, Google will no doubt continue to expand its offering and opportunities for brands, large and not so large. Watch this space.
Cristina Forlani, Account Director, We Are Social
Please login with linkedin to comment
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]
In this guest post, Ania Kubiak (main photo), A/NZ country manager at Lucid, offers her tips on how to align your brand with customers’ fast-moving expectations… In today’s digital world, the speed at which consumers’ perspectives and opinions on political and social environments is changing faster than ever before. Consumers are inundated with new information […]
Cartology, the retail media business of Woolworths Group, has further expanded its team with Martin Wood (pictured below) been promoted to head of strategic partnerships and Matt Gower (main photo) has joined the business as senior manager of research and insights. Wood will lead a new team dedicated to servicing the retail media business’s largest […]
CondÉ Nast, the publisher of publications such as VOGUE, Vanity fair, Pitchfork and The New Yorker has agreed to raise the minimum wage for employees after a campaign by the New Yorker union. The union had previously organised a protest, which saw New Yorker staff demonstrating outside VOGUE editor-in-chief Anna Wintour’s home. Placards at the protest had […]
GoDaddy has announced it has been named as the official website builder partner of the Australian Olympic team for the Tokyo 2020 Games. GoDaddy has a history of supporting entrepreneurs and small business owners in Australia. Many Australian Olympic athletes are small business owners themselves, running businesses and side hustle to help support the pursuit […]
MDC Partners (NASDAQ: MDCA), the company that owns agencies including 72andSunny, Anomaly and Media Kitchen, has expanded its global footprint in a partnership with This Is Flow. The Australian based indie will become MDC’s affiliate media planning and buying agency across Australia and New Zealand and will help manage global clients and participate on global pitches etc. however This is Flow will still remain 100% independent.
DoubleVerify has announced the expansion of a partnership with The Trade Desk to include activation of DV Custom Contextual, which will enable programmatic advertisers using the platform to target relevant audiences in a privacy-safe manner that does not utilize cookies or personally identifiable information. The Trade Desk now supports a comprehensive suite of DV’s pre-bid […]
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]