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>>Ryan Hayward: Hello, everybody. Thank you for joining us today for our Learn with Google
webinar about why and how to use Google+. My name is Ryan Hayward. And I manage marketing
for Google+ in Asia Pacific. And I'm based here in Tokyo. So, I'm really excited to be
talking with all of you today.
All of you are some of our most important Google clients, so we wanna make sure that
we give you the best information that we can give you about how and why to use Google+.
So, a little bit of housekeeping--some of the basics. Again, you can see my info right
here.
If you wanna follow me on Google+, you can find me at Ryan Hayward and look for my profile
photo as you see right there. Some of the basic housekeeping elements for today. Chat
questions to me and then I'll answer them during Q and A. I think I'll probably do probably
around 20 minutes of Q and A at the end of the session.
If you have any problems with the presentation or if you can't hear properly, just refresh
your browser. At the end of the survey, we'll be asking you to complete a short survey to
give us feedback to help me and my teammates improve our presentations in the future.
And then, we'll also email a link to this recording within a week. And I'll give you
some other resource links during the presentation that go beyond this video. So, what's today's
agenda? Well, first what I'm going to do, I think, I talk to a lot of brands, a lot
of businesses across Asia Pacific and globally, and through a lot of these conversations I've
come up with this agenda.
First of all, I think it's really important for you to understand how users and consumers
actually use Google+ before you really understand how you should use this in business. So, I'm
just gonna walk through my own profile--some of the things I do on Google+.
Then, I'm gonna walk through some of the basics of creating a Google+ page. And throughout
this hour, I'll show you some of the best examples from Asia and globally. And then,
I'm gonna talk about Hangouts. So, I'll actually start a Hangout and I'll show you some of
the brands I've worked with, like McDonald's and Toyota, that have actually done really
interesting group video Hangouts.
Fourth, I'm gonna talk to you about promotions. So, how do you actually get followers on Google+?
And I'll show you about some best practices. And then finally, we'll get into some of the
basics from measurements. So, along any point in this hour, if you want to connect with
each other, you can use this hashtag G plus Asia.
You can use this hashtag on Twitter or on Google+. And then if you search for that hashtag
on Google+ or on Twitter, you'll see other people that are talking about the session
today. So feel free to use this hashtag to connect with each other and share your thoughts.
So, what I'm going to do now is I thought that it would be best for today's presentation
to actually spend very little time in slides and to actually spend most of the time in
the web, in the browser. So, I'm gonna switch over to a screen share to start my presentation
today. So, one second please.
So, I'm getting the screen share ready right now.
OK.
All right. So, now I am sharing my screen. And here you see the profile for myself at
plus dot Google dot com. So, I think before I dive into the user experience, it's important
to understand that the way that we see Google+--. It's not just about this social network experience
that you're familiar with.
Although, that's what I'll spend a lot of our time with today. If you look at what we're
talking about in the press and our earnings call and with your account managers, Google+
is about making all of Google better through social layers.
So, we've already made significant changes to YouTube, to Gmail, to Search, with the
Search Plus Your World enhancement to make everything better through a social layer.
And that's really the vision for Google+. Now, of course, in order to do this, in order
to add social layers to all of our services that people already use, we need to have a
core social experience--a profile--a place where people can zoom and share content.
So, that's really what this experience is at plus dot Google dot com, what that experience
is. So, when I login, you have an experience that you're fairly used to. So, we have this
stream where people that I am connected with through circles--and I'll talk about the circles
experience in a minute--but people that I'm connected with can share content with me.
So, my friend Dan reshared publicly a post from the New York Times. A guy Tom that I
work with, again, reshared content, an article about Japan for example. And you can see here
that one of the core features is already being shown off. So, Daniel Friedman, this post
was public.
So, he shared that so this post can be found anywhere on Google Search. You don't really
even have to be connected with Dan. This post is publicly available. But then, Tom Pursey,
this was a limited post. So, not everyone can see this. I just happen to be in one of
Tom's circles.
So, I'll get into this a bit later, but you're already seeing some of the privacy features
of Google+. So, this is my stream. I can also go to my profile. So, I click on that profile.
And again, this is not too surprising. I have a photo, my name. I can have a scrapbook of
five other images at the top of my profile.
And then I have a content stream. So, I think what's interesting, if any of you are going
to my profile right now, most of this you actually can't see because one of the core
features of Google+ is sharing with the right people at the right times. So, this first
post about McDonald's Japan Google+ page,
I actually just shared that with a few of my co-workers this morning 'cause I thought--.
McDonald's is one of the brands that we work with and there was a nice blog post about
them. I don't really want to share that publicly, but I shared that with a limited circle of
my co-workers.
Same story with Malaysia Airlines. So you actually have to go down a while in my stream
to actually find something public. So, this is probably the first thing that you guys
would see on my profile right now. So, other elements of this page. You can see the people
that are in my circles and the people that have me in circles.
So, this is a little bit different from say, Facebook, for example, where consumers have
a friend. So, you basically just have one number--it's the number of friends. This is
probably more similar to what maybe you're familiar with Twitter. So, in Twitter, you're
following people and you also can be followed.
And as a brand, you tend to have many, many more followers than people that you're following.
So similarly, I have around 700 people that have me in circles or that are actually following
the content that I'm putting out versus around 400 people that I'm actually following or
have in my own circles.
So, these are the basics of the profile. What are these circles that I've been talking about?
So again, circles allow you to break people up into groups that more reflect real life.
So, I have about 150 people that I would consider acquaintances, 85 co-workers. I have my family
in a group.
I have friends from when I lived in San Francisco. Friends in Tokyo where I live. My general
lifelong friends that I feel I can share anything with. And these are the core of my experience.
So, now that I've created these circles, it's pretty simple. I just drag and drop people.
So, I'll take Larry Page, who's our CEO, maybe I'll just decide to follow him. Put them both
into my following circle. So now, when I go back to my stream and I wanna share something--it's
a really great day in Tokyo today--maybe my friends in San Francisco don't care about
that, so I'll just share that with my Tokyo friends.
And then, I'll post that. Maybe my Tokyo friends don't even really care either because they're
also in Tokyo and they know it's warm today. And then, if they choose to like that comment,
they can plus one it. So again, this is not--. This is something that you are all pretty
familiar with.
So, you can also see over on the left side my stream. I can choose to see all of this
content at once from anybody. But I can also choose to see content specifically, say, coming
from my family or my co-workers or my best friends from life. I can see the content coming
from them as well in different streams.
So, this is the core experience of Google+. Now, one of the features that I'm gonna show
you pretty extensively that brands can use is this concept called a Hangout. So, I'm
gonna show you how McDonald's in Japan has used Hangouts. President Obama, various other
brands and personalities.
But I'm actually just gonna demo a Hangout to start with. So, I gonna click to start
a Hangout over here on the right side. And what a Hangout is, is a video--. It's basically
a group video discussion between you and up to nine other people. And I can choose to
invite any number of people that I want.
So, you can see my face here right now. And I might invite Bruce Song, who's sitting across
from me. Bruce, is that you? That's you, right? OK. Or, just invite my Tokyo co-workers. So,
maybe someone will join. And then, I'll click to Hangout. And then, this will push a message
out to Bruce and into the stream of all my friends in Tokyo.
And if any of them see it and happen to decide to join, they can. So, Bruce can--. Actually,
are you able to join? Do you wanna join me? OK. So, we'll show you how this works.
So, we're just gonna give Bruce on my team a second to join so you guys see what this
is like.
So, in the meantime, while I'm waiting for Bruce, you can also see up here on the top
right, you can chat within the Hangout.
You can invite people if you didn't invite them before it started. You can actually share
your screens. So, we actually use Hangouts a lot for internal meetings. So, we share
slides and documents. You can actually watch a YouTube together within a Hangout.
Sorry, a YouTube video. You can actually now view documents. And I'm just gonna go back.
So, I don't know if Bruce is gonna join us, but anyway. This is the core of the experience.
And if other people decide to join you, you'll see them pop up in the screen and I'll show
you some of the Hangouts that have been with brands.
So, I'll show you the consumer experience throughout the hour, but now I'm gonna show
you the basics of how to create a plus page before I show you some of the best practice
examples. So first of all, in order to create a plus page, you have to have a consumer profile.
So, you have to have a real name profile to actually be able to create on in the first
place. So, I've already created a page called "Ryan's Comics," but first I'm going to create
a new page. So, I click to create a page and I can choose to make it a local business page.
I can make it for a product or brand. I can choose to have it be maybe for a band or a
TV show. Honestly, it doesn't really matter which one of these you pick. There's not a
huge difference between any of them except for the local business example. So, the local
business is more tailored for that kind of Mom and Pop shop.
But I think for most of you, you'll probably pick this product and brand category. So,
I'm just gonna make a quick example here--"Ryan's Donut Shop." Obviously, you all have websites,
but I'm not gonna put one in. You can pick a category. Again, it doesn't really matter.
Let's say, Ryan's Donut Shop is a food and beverage company. You can choose who you want
this to be tailored for. So, if you have a policy where you wanted to show it to 18-
or 21-year olds, or it's alcohol-related, you're gonna need to do a little bit more
looking into our Help Center for the exact details of what this all means.
But suffice it to say, you can make some age-related settings. So, I'll click to create my page.
Now I can put a tagline in. Ryan's has the best donuts. I can upload a profile photo
for the business. And then, I can choose to share this as Ryan with my friends. But I'm
not gonna do that right now.
So, I'll finish and now my page is created. So, I can click and I can already start posting
content as the page. So now that I've created this page, I can choose--. I should see the
top. I'm actually using Google+ as this page. So even though I'm Ryan Hayward as a consumer
profile, when I'm using Ryan's Donut Shop as a page, no one's going to ever know anything
about Ryan Hayward.
So, you're completely private in that way. So, let me just go back to a page that I already
created a little bit more--Ryan's Comments--where you can see my photo. I can go to the profile
page. I can add photos, videos. I can add a lot more information about myself.
I can add images at the top and I can start posting a lot of content. So, it's very basic
to actually get started with a Google+ page. So, I think what I wanna do now is actually
just show you some of the pages that have been built out in Asia Pacific that I think
are doing a pretty good job and tell you some of the basics.
So, Malaysia Airlines actually launched their page just a few weeks ago. And they are going
through a pretty big campaign right now where they are launching the A380. I think they're
maybe the eighth or ninth airline in the world to launch the A380. So, it's a very big deal
for them.
They launched a new livery, so it's a much more modern and clean look for the airlines.
And they got a pretty nice-looking G+ page. I'm also gonna show you McDonald's Japan.
I'm waiting for that to load. Oh, here you go. There's McDonald's Japan. It's got a lot
of content. They've got about 20 thousand followers. Also, Toyota is doing a really
nice job. So, Toyota has actually over 300 thousand followers, which is the most--. Google+
is the place where they actually have the most followers of any social network.
And Toyota does a really great job with this header image. So, it's actually five different
images, but there's a tool called G+ pick, and I have it loaded up somewhere. So, if
you go to G plus pick dot com, this is a tool that allows you to do a bunch of things, but
basically, you can upload one image and it will split it into five different square images
that you can use to create this really nice panorama effect.
And Toyota does a great job because they actually change this image at the top every few days
and they time it with announcements. So, they actually just launched this awesome new FT86
sports car, which is the first--. I believe it's the first sports car they've come out
with in a while.
So, you can actually see that they post a lot of photos about it and they get really,
really high engagement. So, you can see all these. This one has 53 plus one's, a few shares.
They're posting a lot about this and they do a really great job timing changes of their
header image at the top of the page to new announcements.
Here's Barack Obama's plus page. Again, you can see that really nice panorama effect at
the top. Excuse me. Now, I also wanted to show you the Toyota example because it's not
just about the page itself. The page design is important. Posting content is important.
But I would say to use Google+, you should really be thinking about how can you use this
platform uniquely? So, that Hangout example that I showed you earlier, I wanna show you
a few examples of brands and celebrity types using that. So, the Hangout is a great way
for you to actually have a face-to-face conversation with customers.
If you think about the way that you engage through social networks today, it's pretty
much just through text and maybe through photos. But the Hangout adds a new video-based way
for you to do this. So, Toyota last week, had the first Hangout on air for a brand in
Asia Pacific.
We had the Chief Engineer, who you can see here next to the car, the Chief Engineer for
this new concept car called the FTBH. We had him have a conversation with users from the
US and Europe and around the world, basically taking questions about the new concept car's
design.
And it's the car that gets 125 miles to the gallon. It's not something that's going on
sale yet because they've launched these concept cars to show what the possibilities of the
technology are. And then later on, when they go into manufacturing, there'll obviously
be some design differences.
But they wanted to show off some of the innovative aspects of the Toyota brand. So, they announced
this Hangout on air in advance and then hosted one last week. And they had, I think, maybe
five or six participants. But then, they used this new feature, that we are in a test phase
right now, called Hangout On Air.
So, nine people could join the conversation at one time with this engineer, but then an
unlimited number of people could actually watch it. So, imagine that you're basically,
if you're one of the people that's watching the Hangout On Air, it's like watching a TV
show from your home in which you're watching a few people actually have a conversation
and you can watch it.
So, we don't wanna make the Hangout feature such that 500 thousand people can actually
join in the conversation because that will just lead to a cacophony and not really a
good conversation. So, we limit it to nine people, but then any number of people could
follow it.
So, a couple of other examples of this Hangout. Actually, Barack Obama had a Hangout On Air
a few weeks ago after the--. Every year, the President makes an address to the US Congress
called the State of the Union Address. And so, a couple days after he made that landmark
address, we then invited six other people, as you can see here at the bottom, to have
a conversation with the President.
And then, we recorded that Hangout On Air and posted it to YouTube. So, this is an example
of one theme that I'll hit on a few times as the nice integration between Google+ and
YouTube.
First, what the White House did, was on their YouTube channel for which they already had
many followers, on the White House website, on Twitter, on blogs, on all their media channels,
they promoted this opportunity to join a Hangout with the President.
So, what you could do is upload a video to the White House YouTube channel and ask a
question. And then, if you were selected, you'd be one of up to nine people to join
the Hangout, which you see happened here. So, they got something like 200 thousand uploads
to the YouTube channel with people interested in joining the Hangout.
And then, these several people were chosen and then several hundreds of thousands of
people actually watched the broadcast of the Hangout. [clears throat] So, if you think
of the Hangout as a scarce space that you can use, you can think about really interesting
opportunities as a brand where you could have a contest for example.
So, if you partner with celebrities or anyone interesting that someone might want to talk
to, you could imagine holding your contest whether through YouTube or through some other
media to allow a small number of people to end up being able to join this Hangout.
And this was interesting. One of the other elements of this Hangout that I wanna point
out is--you can't really see him--but in this bottom left corner where the rainbow colors
are, was this guy Steve Moore, from our own Google+ team. And he acted as the moderator
for the Hangout.
So, this is a really important best practice for a Hangout. It's very important to have
a moderator. Otherwise, you basically just have a few people sitting in a room being
unguided and not really knowing what to talk about. So, Steve was responsible for telling
each person when to go, when to ask their question.
And Steve also was responsible for holding rehearsals with each of these people before
the Hangout with the President. So, that's another best practice for you as a brand.
If you're going to be having a conversation with a few people, you should do a test with
each of them. It doesn't have to be--.
You don't have to spend a lot of time on it, but we did this for Toyota. So, every person
that was going to join, we set aside maybe a half hour for all of them to ask them all
to join. We tested the internet connection. We tested their audio quality. We made sure
there weren't any major problems.
We also tested having them actually ask their questions, so that they were practiced so
that when the time came to ask the President, they weren't too nervous. So, that's a best
practice for getting ready for your Hangout. Another example of a Hangout. We actually
had our first underwater Hangout a few weeks ago from, I think it’s was somewhere in
Southeast Asia.
So again, this is pretty technically complicated. We had a special crew out there doing a Hangout
underwater. But it's an example of some pretty cool things you can do. We also, on the brand
side, we had a Hangout with McDonald's in Japan in January. And McDonald's used this
to actually launch a new burger for Japan called the Las Vegas burger.
Pretty interesting. And here, we had the moderator for the event at the studio in Tokyo. On the
bottom, you see students at a university. We had a hamburger blogger on the bottom right,
who was eating the burger and telling us how tasty it was during the Hangout.
And then, if I can forward this a little bit. I'm sure if it will load properly. But I'll
try to show you this a little bit later. But actually, Ronald McDonald showed up for the
Hangout. So, this is an example of a more produced Hangout where the conversation maybe
wasn't so spontaneous, but if you think of it as an interesting broadcast medium that
is different from any sort of TV that you might normally do, I think it's pretty interesting.
So, that's a taste of Hangouts.
Now, I also want to--. Actually, what I might wanna do is, since I've been talking about
Hangouts, usually a lot of people have a lot of questions, so I might just look at the
Q and A if there's any questions right now and do a Q and A if you guys have any questions
about Hangouts or creating plus pages so far.
Let me do some Q and A right now.
OK, great.
So, I'm just gonna take questions related to Hangouts and creating plus pages, and other
ones, I'll get to the end. So, one question was "Toyota had a tick on their account, so
you guys saw a checkmark next to Toyota." Let me just go back there so everyone knows
what we're talking about.
So, we're talking about this verified name check. So, this is something that I think
a lot of people are confused about and we need to do a better job communicating. In
order to get this verified checkmark, you need to contact your Google account manager
and ask them to get your plus page verified.
And then, they will--. You basically just need to email them and give them the link
to your plus page. Say, "This is our plus page. This is actually the page that our brand
controls. Please verify this for us." And then we will go into an internal tool and
verify it for you.
But you need to request that from your account manager. There's some documentation on the
web about--. There's some documentation about linking your website with your plus page.
So, that's so that we know that--. Say, Toyota, for example, their plus page is linked with
their website that we know it's actually the same company.
That's a different process. So, doing that is great and it has a lot of benefits, but
it won't give you this verified checkmark. So the only way to get that verified checkmark
is to email your Google account manager and request that. So, let me just look back at
any other questions that may have popped up.
Another question about Hangouts. For Google+ Hangouts, only six people can join, correct?
Can more people join to just watch or listen? So, anyone that's actually in a Hangout that
you can see, I'm gonna refer to as a participant. So, those are people that can actually talk
to each other and actually can talk to the moderator, talk to the host.
So, there can be up to ten people at one time. So, if you have a moderator and say, you have
President Barack Obama, you can then have eight other people join together. Now, in
terms of other people being able to then watch that, that's a feature called Hangouts On
Air.
And right now, that's only--. It's only publicly launched in the US. And then, for a few more
weeks, we are white-listing, which means basically allowing on a limited basis, clients in Japan
and Australia to be part of this. So, if you want to test this out in the next couple weeks,
we would be interested in having you do so.
You need to contact your Google account manager. And then, the same number of people can actually
be participants in the Hangout, but then any number of people can actually watch the Hangout
that you're having. So, the Toyota example that I talked about, that was a Hangout On
Air.
The McDonald's example was also a Hangout On Air. And those were both based out of Japan.
So, it's open to clients based out of Japan and Australia. And the reason it's only those
countries is that we're going through a variety of steps that we need to take in order to
launch in these countries related to legal issues around broadcasting and various other
issues that you can imagine.
But we're working hard to first of all, make this available publicly so that you don't
need to request white-listing from us, and also to expand it to as many markets as possible.
Oh. Everyone can see the questions. Right. Let me just take a couple other Hangout questions.
When will the airtime be available? I think I answered that question about Hangouts On
Air.
Can you talk about equipments used for Hangout, like a 4G phone, iPhone, or Android? So, Hangouts
can also be joined from a mobile phone. So, you have to start a Hangout from desktop,
but then people can actually be participants from a mobile phone.
So, you can imagine that, I don't know, like in the Malaysia Airline for example, they
could be doing a tour of their new planes with someone actually walking through the
plane with their mobile phone. And you can use that just off of any 3G, 4G connection
that you might have.
So, you actually have to start it from desktop. People can be participants from mobile as
well. Great. OK. So, I'm going to keep going and then I will take more Hangout and creating
plus page questions at the end 'cause I know there'll be a lot of questions about that.
So, the next thing I wanna talk to you about--. I've talked to you about the basics of creating
a plus page, how people actually experience the product as a consumer, and then some examples
of Hangouts. The next thing I wanna talk about is how do you actually promote your plus page
and get followers?
So, there's a few ways you can do that. Obviously through various marketing initiatives, through
promoting, through Google+ page, on other social media channels. So, if you have a lot
of Facebook followers or Twitter followers, you can promote your plus page to them as
well and get them to come and follow you.
I wanna show off some of the examples of people integrating Google+ promotion into their web
properties and marketing properties. So, let me just skip around through a few tabs here.
So, I'm just gonna show you a smörgåsbord so you guys get the idea. So, this is Toyota's
YouTube channel.
So, they already have 15 hundred subscribers to their YouTube channel. What they've done
is they've integrated a "follow us on Facebook" and "follow us on Google+" buttons on their
YouTube channel. So basically, this is not surprising.
But think about all the places that you already have traffic, whether it's your company's
website, whether it's Facebook or Twitter channels you already have, or YouTube channel
you might have, or any property that you might have, basically get people to follow you from
those channels.
If you think about it, it makes sense. And I'm gonna show you another example with Malaysia
Airlines. With the Toyota YouTube channel, for example, people might be interested in
this particular video about the new FTBH concept car that they just put out in Geneva, but
they might not be coming back to your YouTube channel on a regular basis.
So, if you actually want to get them to be re-engaging with your content, it's a good
idea to get them to follow you on Facebook or on Google+ because they don't have to continually
come back to Toyota's YouTube channel. They can just go to their Google+ stream or their
Facebook stream and follow your content there.
I also wanna show you an example of Malaysia Airlines. So actually, YouTube just launched
in Malaysia today. And Malaysia Airlines has a contest called "The Big Flight" competition.
So, you can be amongst the first to fly on the new A380 with Malaysia Airlines.
And similarly, they're gonna have this campaign going for several months. They'll have various
touch points like YouTube advertising. You can see the channel that they have right here
for the contest. But again, same idea. People may not want to, or may not decide to, keep
coming back to your YouTube channel.
They may not just think about it. So, getting them to follow you on a social media channel
is a way to keep them engaged with your campaign through the various stages. So, you can see
here in this advertisement for this competition on their YouTube channel, they promote getting
you to follow Malaysia Airlines on Google+.
And you can see that I'm already following Malaysia Airlines. I have them as--. I'm following
them and I can also add them to my--. I have them in my brands circle. Now whenever I go
into Google+ and Malaysia Airlines is putting out messaging, I will see that messaging so
I keep in touch with their campaign through its whole life.
Other integrations. So, this is a football team called FC Barcelona--soccer--and if you're
in the US, famous football team. They integrated a Google+ badge at the bottom of the page
along with their other social media channels. So, this is a pretty simple integration. But
you can see here, if I click the G+ icon on their website, I'll be taken to FC Barcelona's
Google+ page.
And they have about 800 thousand followers. So, that's a pretty good amount. Other examples.
This one's a little bit harder to see--sorry--but actually, Chevrolet in Argentina took over
their whole homepage to promote Google+ for a couple weeks. So, you can see up at the
top the Chevrolet icon and they actually had a flash animation showing off their Google+
page, some of the basics of how it works to get a lot of followers.
And you can click to actually follow them directly from their website homepage. Some
other examples.
I think that's it for the examples that I'll show you right now. Now, I also wanted to
show you a few more plus pages in Asia Pacific, just to give you some inspiration. Here is
Toyota Australia's Google+ page. This is Cathay Pacific Airlines out of Hong Kong.
Again, here's Toyota's. I'll come back to this in a minute. So, that was promotion.
Now, what I want to finally get into before taking a lot of your questions is measurement.
So, before I get into some of the details here, basically what I want to let you know
is that our measurement capabilities in terms of seeing demographics and all of the stats
that you want to see, like a summation of the plus one's on your content, where users
are coming from, etcetera, etcetera, a lot of those basics are coming soon, but aren't
fully available to you yet.
So, there's a website that I'm gonna point you to at the end where you can go and see
exactly what are the details are from measurement. And I'll also send you to a Google+ page where
you could follow us and find out when we're putting out these updates. But it's all coming
soon.
It'll be available in a combination of your Google+ accounts, in Google Analytics, and
in Google Webmaster Tools, depending on the stat that you're looking for. But I wanna
show you some of the things that you can do right now. And this is just to give you an
idea of the vision that we have for analytics and social.
So, this is something that we're doing that's quite different from what you've seen before.
So, this feature is called Ripples. And what Ripples allows you to do is actually see who
the main influencers are, the main resharers of your content. And this is something that
you haven't really been able to do with social media before.
So actually, let me just show you how to get here before I actually show you the Ripple.
So, Toyota has all of these posts that they've made. And you can see that for any one of
them, the number of people that have plussed one to that, and so if you're familiar with
liking on Facebook, it's similar.
People are endorsing that. You can also see that nine people shared this particular post.
So, let me go down to a post that have had a lot more shares. So, this particular post
got shared 316 times. What I'm gonna do is go up to the top right of that post and I'm
gonna click this triangle icon and click "view Ripples."
And what I can do is actually see every single person that publicly shared this post. And
so you can imagine all the implications of this. I'm sure a lot of you, or most of you,
really care about who the main influencers are for your brand, who some of your biggest
ambassadors are.
And this actually allows you to see who they are very specifically. And I should say--.
I just wanna say at the beginning of this, in terms of privacy, these are only people
who have publicly reshared that post. So, like you saw earlier when you looked in my
Google+ profile, I'm sharing a lot of content privately.
You won't see that as a brand and we think that that's important. So, I'm gonna zoom
out. You can see this whole web of people that have shared it. And some of the other
features, again, this is pretty early days. But you can actually watch the spread of the
post over time.
So, let me just hit the play button. And you can see from the time that the post was made,
how long it took for this to spread. So you see in this case, basically all of the spread
that was going to happen, happened within the first couple hours. And you can also see
some other stats at the bottom, like what language did people share in.
So, you could see that the second most shared language was Chinese. So that means that someone
actually took that post, decided to share it, and wrote something in Chinese or had
Chinese user interface. You can also see statistics like the average chain length.
And what that means is given that someone publicly reshared it, how many times did it
get reshared? So, was there an average of maybe ten people resharing it? In this case,
it was only two. Another interesting thing that you can see here is that what you would
also be able to see, and let me go to another Ripple to show this better, let's look at--.
This is a different post that Toyota made. There's this guy, Kahil, down at the bottom.
I'm sorry. Actually, a woman, Kahil, down at the bottom. You can see that when she reshared
it, VWC Corp actually then reshared it from Kahil. So, Kahil has the biggest bubble in
this map because this identifies her basically as the most influential person from this post.
And so, I think you can all imagine how powerful that is. If you see that Kahil is a nodal
point in your network, then you could actually make direct contact with her and tailor marketing
activities around some of your most important influencers. And so, one thing that we'll
be working on--.
Obviously, this is a little bit limited right now because you can only see at an individual
post level who the most influential people are, but it would be nice if you could see
overall for Toyota, or for any of your brands, who the most influential resharers are. And
that's something that we're looking into down the line.
But you can already see some of the power of this capability. So, some other measurement
tools. This is not really a measurement tool, but if you really wanna see where you rank--I'm
just showing you some third-party services--if you wanna see where your plus page ranks in
terms of followers, or if you wanna see where some of the global leaders are,
I recommend going to social statistics dot com. And you can actually see who the top
people are on Google+. So globally, you can see that Britney Spears is number one. Larry
Page is up there with Snoop Dog. It's very exciting. You can see who some of the top
movers are and what some of the top posts are.
And then actually for plus pages, you can drill down there as well. Now, plus pages,
they don't just include brands and businesses. It includes music groups, sports teams, games
like Angry Bird. So, if you want to compare yourself just with other businesses for example,
you'll have to do a little bit more dissecting.
But this allows you to see where you stack up. Another tool I'd recommend, again while
you're waiting for all of our own analysis tools, is called all my plus dot com. I'm
sorry. I guess you can't see the URL here. I'll just move up my screen a little bit.
[clears throat] All my plus dot com.
You can take your profile ID. Your profile ID is, if we go back to say, Cathay Pacific,
you can highlight this number section after plus dot Google dot com. Copy that and then
drop it into this profile ID section. And then hit submit. And then, you can get the
data like I have for Android right here.
You can see how many posts Android’s made, how many plus one's. It looks like it's not
up to date 'cause it had more plus one's than this. How many times that their content's
been reshared. And then, you can get stats per post. You can also view a number of charts
like activity over time, user engagement over time, what the most popular posts are, people
following you, etcetera, etcetera.
So again, these are through third-party services while we're working on our nice user interfaces
and getting everything built perfectly. These are some of the third-party tools that you
can use to measure your performance. And then actually today, this is not directly tied
into Google+, but for any of you that are really analytics junkies out there,
I'd recommend googling around for an announcement that we made today about being able to actually
attribute dollar values to social media. So, you can actually connect with a few social
media services and actually look at your conversion data, which you have not been able to do before
and do this in Google Analytics.
So, I'm not a Google Analytics expert, but if any of you are out there that are really
into the Analytics space and are responsible for measuring conversions, I'd recommend going
and taking a look at some of the news around Google Analytics today. So, that was everything
in a whirlwind.
I wanted to leave about 20 minutes for Q and A at the end. And please ask me whatever questions
you'd like. I'm gonna switch back to the slide view and take your questions.
OK. Slides. One second. Questions.
OK. I have a question about the stats for Google+ users. So, there's a question about
how many Google+ users there are in Australia. So, unfortunately, we don't have and are not
able to share the country level statistics for number of users. We have a stat of one
hundred million global users so far.
That's up from, I think, something like 40 million in the fall. And Google+ just launched
publicly about six months ago. So, what we are able to share is that in six months we
have about a hundred million users globally and that's seven-day active users. We have
50 million one-day active users.
And if you look at the growth versus say, Facebook or Twitter, and again, these are
public stats that we've made, we are basically years ahead of the time it took for some of
those services. So, we would love, all of us would love to be able to share the number
of users we have in all these countries, but the best that we're able to give you right
now is this one hundred million global stat, which should give you an indication of the
velocity that we have.
And I will say that Asia, some of the countries in Asia, like Japan and Australia and India,
are very important markets for us. And we're making big investments in all of these markets
in Asia. So, I would say that you should get started. Does Google plan any further YouTube
and Google+ integration to encourage Google+ engagement?
So, we're putting out--as I mentioned in the beginning--a core part of what we're doing
here is trying to make all of Google better. It's not just about launching a social network.
It's not just a single destination. So, we are putting out enhancements to YouTube, to
Search, to Gmail all the time.
We had an announcement last week about some changes to the sign-up process for YouTube,
for example. So, you can actually now, as a new YouTube user, sign up as a Google+ user
and link your accounts together. So that should be an indication of where we're going.
But yeah, we're definitely working on better YouTube and Google+ integration not only for
users, but also for businesses and brands. And you can see, for example with the Hangouts
On Air feature that I showed you, there's actually an option when you do a Hangout On
Air, to automatically record that Hangout On Air and then you can directly connect that
recorded video with your YouTube account.
So, imagine that if anybody couldn't make that live broadcast or you wanna show it again
later, you can easily move it over to YouTube. And so, we'll have a lot more in terms of
integration coming later on.
What are the SEO benefits of having a Google+ account and how can it be maximized if there
are any? So generally at Google, we're not really, we don't really get into SEO overall.
But I will say that any content that you share publicly as a brand or as an individual can
be discovered in Search.
So, I get a lot of questions. Why should we use Google+ versus other social network services?
That's definitely a benefit. So, any content that you choose to share publicly will be
displayed publicly. So, and will be surfaced in Search. So, there's an example with an
airline that I was working with where they had a new chef that had just done a new gourmet
menu for their first class and their business class.
And I looked up the chef's name and the airline name on Google. And they basically didn't
have any content on the web about it, except what they posted on Google+. And that's actually
how I was able to find out to learn about it. They really didn't have any other content
about it on the web.
So, that's an example of the SEO benefits. The URL for the panoramic image split tool.
That's G plus pic dot com. G-P-L-U-S-P-I-C dot com. So, you can go there and use that
tool to split up your panoramic images into five images. I'll also say that we're working
on improving the creative canvas for plus pages.
So right now, you have to go and do this splitting effect, but we're gonna be working on better
ways for you to use that space that are more visually attractive.
There's a question about what's the average amount of followers for brands at the moment
and levels of engagement. So, that's a good question. There's a huge variance. So, Toyota
has over 300 thousand. I think most brands probably have something in the low thousands,
but it really depends on what you do.
So, if you are properly cross-promoting, if you have a YouTube channel that has a lot
of followers and you tell people to follow Google+ from your YouTube page, if you embed
a Google+ badge on your website, if you use it in your marketing like I showed you with
Malaysia Airlines, you'll get a lot more followers.
If you don't do anything and you just create a page and don't promote it at all, you won't
get very many followers. And I would say that--. Again, I talk a lot with brands about how
should you use this vis-à-vis like Facebook or Twitter where you maybe already have a
lot of followers.
I would say don't be obsessed about trying to get up to the same number of followers
because you've been working on those follower counts for a long time. And don't let that
be an impediment to using Google+. So, here's an example.
Google+, the Hangouts that I showed you, are a really great tool for engaging with users
for doing, maybe doing product announcements, like the hamburger, for doing conversations
maybe with the CEO, like we've done with Burberry. If you like that tool, but you're concerned
about not having enough followers on Google+, that's OK.
You can have the Hangout and if you do a Hangout On Air, you can promote the link to your Facebook
followers and your Twitter followers and your Google+ followers. And they can all watch
it. They need to be a Google+ user in order to be a participant in a Hangout, but for
the Hangout On Air feature, which will be rolling out either to your market now, or
in the coming months, you don't even have to be a Google+ user to watch it.
So, I'd say we very much encourage you to use all of your social media tools together.
Sometimes it makes sense to use Google+ for the Hangout and promote it elsewhere. Sometimes
it makes sense to invest all of your energy into building up as many followers as you
can on Google+.
Can you implement Google Analytics into your Google+ page? So, no, you can't do that right
now. Go Google around for Google Analytics and Google+ in Google News today. Sorry, I
just said "Google" a million times. [chuckles] But you get the point. Go have a look at what
we're doing there today.
So, there is some integration happening, but in terms of having really deep integration
right now, in terms of seeing all your follower counts, etc. in your Google+ page, we don't
have that.
Does/will Google+ have a similar wall posting function as Facebook where people can leave
messages on your wall? So, we don't have a wall per se. The way for people to communicate
with you as a brand or for people to communicate with each other is to basically type--I'm
not gonna switch back to my screen right now, but you guys can try this right now--so if
you wanna communicate with say,
Toyota, go to your stream and start to post something in your stream. And just type in
plus, the sign plus, and then start typing whatever brand name you want, like Toyota.
And then, that message will get sent to them. It won't show up on their wall, but they will
see the message.
So, it's a little bit of a different concept. You actually post that from your own stream.
It's not about you going to Toyota's wall to post it right now. You can comment. You
can plus one. You can reshare. But there's not a wall. And in terms of whether we're
going to have it, I'm not really sure and I can't really comment on that right now.
OK.
Other questions?
There's a question. What is Google's policy on contests to promote a Google+ page? So,
I can't provide really in-depth legal advice about contests. But the basics are that we
don't have a contest gadget yet that has gone through all the legal hoops.
So the basic rule, and again, you need to work with your own legal counsel and look
into our Help Center on this--but you can promote contests on a Google+ page. But the
actual contest mechanism has to happen off of the Google+ page. So, the Malaysia Airlines
example that I gave, they're having a contest on YouTube right now where you can submit
a video for a chance to fly on the A380.
That contest happens on YouTube, which does has the proper contest mechanisms if you work
with your Google account manager on getting a contest set up. But you couldn't actually--.
For example, something you couldn't do on your Google+ page is say, "Plus one this post
or follow us in order to enter into this sweepstakes."
That would be a violation of our contest policies. But you can promote it. You can encourage
people to join the contest, but you need the actual submission process and the voting process
needs to happen somewhere other than your Google+ page. This question about, will you
be able to send through a deck on the Hangouts.
So, you can go to--. There's a link you can see on this slide at Google dot com slash
plus slash business. You can learn about Hangouts there and there's a whole Help Center with
all the technical details for a Hangout. What are the requirements from a bandwidth perspective?
How do you start them, etcetera, etcetera? All of those details are there. And if you
just do a Google search for Google+ Hangouts, you'll find all the documentation that you
need. And I would suggest that for Hangouts, just start practicing with your own consumer
profiles.
So, invite some of your colleagues, invite some of your friends to have a Hangout so
you really get used to how to doing it. And if you decide to do it as a brand, make sure
you test. So, any of those brands or President Obama or anyone that's done a Hangout, we've
done testing beforehand.
We've actually maybe done a rehearsal with the participants beforehand just to test for
any issue that we might have.
Is there any plans for media advertising with audience targeting for brands in Google+?
So, in terms of advertising in Google+, we don't have that right now, but if you think
about this, again, what I talked about earlier was our--. We are trying to build a social
layer into YouTube, into Gmail, into Search, into all of Google services that people already
use.
So, it's not really a huge priority for us to build advertising into Google+ because
we already have a myriad of advertising options in YouTube, on Search, on our display advertising
network. So, the idea is that all of those advertising methods will get better because
of Google+.
So, I didn't show you this, but basically, you can connect your Google+ page with your
AdWords account using something called "social extension." So then, if someone plus one's
your plus page or if they plus one your display ad or your search ad--. [beep] Sorry, we're
cut off.
Oh, sorry. OK. Sorry. Sorry. We just got a message about our phone is gonna disconnect
soon. All this advertising gets connected with your plus page. And then, users will
actually see social endorsements on these ads across the web. So, if I'm looking at
your ad on YouTube and I'm connected with you on Google+ and you endorsed that brand,
I'll actually see your [beep] endorsement in that ad.
And that's true on mobile, on desktop display advertising, on, OK great. On anywhere that
you have an app. So, I guess I have to end it. OK, great. So, we're gonna have to end
it in just a couple minutes. So, I'm just gonna take one more question and then we're
gonna push out to a survey.
Actually, OK. I'm being told that I have to go to the survey right now. OK, great. Well,
there's a question about do I know how many brands in Australia have set up plus pages.
I'm not really counting, but what you could just do is, some of your favorite brands,
just go search on--.
If you wanna from Google dot com, you can search for that brand name and then Google+.
That will probably get you to it. Or, you can actually go to plus dot Google dot com
and search for it. And that will bring up the brands. Just look for it under the pages
category.
There's a question about--. The question is, the usual issue with social, do you have any
examples of brands in Asia that aren't as fun as Toyota or even Malaysia Airlines? Thinking
finance category for example. So, yeah actually. Just coming on top of the mind, I wanted to
show you guys maybe the more quote fun brands, but I think actually National Australia Bank--NAB--is
doing some really interesting things.
So, you can have a good look at their page. Also, Commonwealth Bank. There's actually
a number of financial companies and brands from other industries that are not auto or
airlines that are using it. But those are just the ones that I chose to show you today.
So again, you can go to plus dot Google dot com and there's a search bar at the top. And
you can search for those brands there. And there will be a drop-down tab for pages. Or,
you can just go from Google dot com and search there as well.
There's a question about, can we have more than one admin to a company page? How do I
set this up? Yes. So, when we launched plus pages, there was only one admin and only one
owner. But now, you can give management rights to multiple people. And after you create your
page, just go to the, there's like a manager's tab on the left side.
And you can invite other people to be managers. I think it's something. I think you can have
at least ten managers of the page. I'm not exactly sure what the number is right now,
but we do have the ability now.
OK. Any other questions?
There's a question about, are you allowed to incentivize following? I'm not--. So, I'm
not exactly sure about all the rules, but in terms of incentivizing following, I think
any of your promotions are trying to get people to follow you. So, if you wanna say, "Follow
us for a chance to be invited to a Hangout, or follow us to be the first to learn about
this news because we're gonna put you in an exclusive circle," you can absolutely do that.
I think there's special rules for contests, which involve monetary prizes which you have
to follow. But any sort of marketing promotion, whether it's a chance to join a Hangout or
get exclusive news first, of course you can do that to get people to follow you.
There's a number of questions about SEO and display and search. I don't really have all
the answers to that. And I don't think that we know all the answers because things are
early on. But I would just say best practice for your Google+ page is similar to your website.
Put information in your About section of your plus page that you think people will actually
be searching for. And then post content frequently. Post content that has words in it that people
might be searching for. I think that that's the best thing you can do to make sure that
you're showing up because each post that you post publicly can actually be an individual
search result.
So, if you're posting often and you're posting with things that people are searching for,
that can only help you in terms of showing up in the search results. There's another
question about G plus pic. G-P-L-U-S-P-I-C dot com. That's where you should go for that.
And I should say there's a number of tools for Google+. I actually don't know all of
them. But if you guys search around for some of the third-party tools that will help you
out, I'd recommend doing a little bit of Google searching for that as well.
So, I think I'm going to cut this off and move you guys to the survey. We'd really appreciate
it if you could take the survey at the end to help us out. And I think there's probably
some questions that I missed 'cause I see a lot of them here and I hope I answered most
of them.
If I didn't, feel free to actually post a question on my Google+ page. You cannot type
in from your stream. You can type in plus Ryan Hayward the same way you would communicate
with a brand. And then, type your message to me and that will actually send a notification
to me and I can respond to you directly in a private message on Google+.
So, I'm happy to do a follow-up conversation with you guys. Also, we'll be sending out
the recorded video of this session to everyone that registered sometime in the next week.
So please take a look at that. And also, have a look at Google dot com slash plus slash
business.
There's a lot of details there. There's code for you to implement a Google+ badge on your
website. There's details on analytics, how to get started with your plus page. You can
follow the Google+ business page as well for new product announcements. So, that's really
where you should go for any of the in-depth implementation details.
So, thank you all very much for joining. And looking forward to talking all of you some
more.