1/09/2012

Circle Up: How Brands Are Using Google+

Google+ Brand pages may have debuted just a few months ago, but many companies have already flocked to the social media platform to reach out to new fans. And it’s not just the big companies that are adopting brand pages: Google+ Group Product Manager Christian Oestlien says small businesses are also jumping on the Google+ band wagon.

“We have obviously a lot of involvement in the local space,” Oestlien says. “We’re seeing a lot of small businesses get on Google+ and use that to directly engage with their audiences.” 

But Google+ isn’t like all other social media websites. Unlike broadcast-heavy mediums such as Facebook and Twitter, Google+ activity thrives on quality rather than quantity. Valuable content sharing with in-depth comment threads is what users are actively looking for, which can pose a challenge to companies accustomed to churning out quick posts for the other social media platforms.

“For example, if you’re a finance-oriented media company, make sure you’re posting stuff that’s interesting and relevant in that category and that you’re engaging with your audience,” Oestlien advises.

Thinking of starting your own brand page? The best way to learn how to manage a brand page is to find those leading by example. Check out these three tips culled from companies who are kicking butt on Google+ engagement, and below in the gallery, check out 10 subset of Google+ all-stars in a variety of industries. What’s your favorite Google+ brand page and why? Let us know in the comments.


1. Putting a Face on the Company


Unlike other social media networks, Google+ has a comments system that is integral to social interactions. This gives brands the opportunity to transcend an outward image and connect users with the people who make the company run. Oestlien explains that brands that opt to be more personally involved on Google+ reap the benefits.

“The ability to move beyond a post and understand that there are really people behind these pages really deepens the experience and lends itself to a loyal, more engaged audience,” Oestlien explains.

One of the easiest ways to connect with users on Google+ is to utilize the platform’s gang-busting feature, Hangouts. Brands have been using Hangouts to personally connect up to 10 users with a face in the company. Oestlien explains that he’s seen successful Hangouts on everything from computer companies connecting users with their tech support and department stores allowing fashion bloggers to give users style advice. Hangouts are also about to expand to even more people.

“We evolved the product Hangouts On-Air, which is now being tested with a handful of pages and big users on Google+,” says Oestlien. “What we saw is that there’s a huge latent demand to participate in Hangouts, even from the perspective of streaming and watching what’s going on.”
Utilizing Hangouts gives users a personal experience with a brand, one that is bound to foster loyalty and increase brand appeal.


2. Broadcasting Novel and Different Content


 
 
Brands cannot engage if they don’t have content, but be careful what you post. Oestlien says a major no-no on Google+ is double-dipping content on the platform and another social media website.

“I think a lot of Google+ users look to see if the brands are actually engaged in the platform itself or just reposting what they’ve shared elsewhere,” Oestlien explains.

Instead, Google+ users see success in producing interesting and novel content that is both relevant to the brand and infectiously shareable. Non-profit LGBT rights group NOH8 uses its Google+ brand page to not only share video and images that remain in line with the organization’s core message, but also showcases the visually arresting photos of regular people participating in photo shoots for NOH8 all across the country. NOH8 co-founder Adam Bouska says that sharing these photos on Google+ allows the group to connect with a whole new audience, and to engage them in the cause.

“As a smaller non-profit with limited funds, being able to promote our message through social media photos and updates has allowed us to effectively transmit our message worldwide,” says Bouska

Producing content that is not only interesting, but meaningful, is absolutely key to a successful brand page.


3. Engaging Power Users


Google+ brand pages don’t just provide a way to share content; such close engagement with an audience means that a company or brand can tailor the message to their fans in any number of ways. Oestlien explains that brands are able to segment their content and engage with influencers in the social media space to produce maximum effects.

“A lot of people already talk about getting a lot of referral traffic from Google+ than other potential properties out there, primarily because I think they’re able to hit the right audience and do it in a really relevant way,” Oestlien says.

One of the best ways to engage these influencers is to use Circles and segment major brand-influencers in order to provide even more tailored material to those who matter. Oestlien says that when brands provide specifically meaningful content to a group of core fans, they are not only cutting down the white noise that can happen with most broadcast-based strategies, but also encouraging those users to engage and reshare the brand’s content to their own circles. He adds that enabling feedback is an absolute must.

“Most people who really see high engagement levels are those that enable resharing, the ones that enable commenting and focus on using products like Ripples to see which users are highly engaged with their content and tailor more content to appeal to Influencers that can help drive even more participation.” 

Engaging with the right people in a smart and efficient way leads to more meaningful connections in the long run, and in turn, stronger voices that advocate for the brand.

by | Mashable.com
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