Getting Your Business on Google+ Webinar


Uploaded by GoogleBusiness on 19.11.2011

Transcript:

KARI CLARK: Hi.
Welcome to our Learn with Google webinar, Getting Your
Business on Google.
My name is Kari Clark.
And I'm a product marketing manager at Google+.
And I'm joined by two of my Google+ teammates, Ryan
Stonehouse, who's our sales lead, and Chris Vennard, our
product specialist.
Before we jump into the content, there's just a little
bit of housekeeping I'd like to take care of.
First, if you have any questions, we're going to be
doing all of our Q&A at the end.
So just chat questions to the host. And we'll answer them
during the Q&A.
Also if you're interested in joining the conversation on
Google+, we've set up a hashtag of #gplusbiz.
So you can follow what other people are saying and make
comments yourself.
We're going to submit a survey at the end of the webinar.
Please complete it so that we can improve our webinars in
the future.
And finally, we'll be emailing a link to the
recording within a week.
The email will also have all the links that we talk about
in this webinar.
And with that, I'd like to hand it off to Ryan
Stonehouse.
RYAN STONEHOUSE: Thank, Kari.
And thank each one of you for joining us today on our call.
So quickly before we get started, let's take a look at
today's agenda.
So first and foremost, we wanted to give you an update
on Google+ itself.
How are we doing as a user platform?
What does the the adoption look like, within Google+?
Next, we're going to talk more about creating a Google+ page.
So being able to get started, we'll walk you through a step
by step how-to guide to get your identity up in Google+.
Next, we'll take a look at sharing and building
connections in the platform.
What should that look like?
What does it look like compared to other social tools
that are in the market today?
And then next, we'll want to take a look at promotion.
How can we grow our audience?
Once we have our Google+ page in place, how do we get people
there to begin engaging with our brands?
And lastly, of course, we want to take a look at how can we
measure social value?
How can we gain insights into some of the initiatives that
we're taking in Google+.
We'll touch on each of these topics.
And we're looking forward to your questions at the end.
So let's start with the Google+ update.
Google+ is off to a fantastic start.
We have to reach the 40 million user mark.
And that occurred just over 100 days into
the platform's existence.
Billions of items are being shared in
Google+ on a daily basis.
So incredibly quick growth and sharing has
continued quite a bit.
Next, hours are being spent on a new product we've included
called hangouts.
And we'll talk more about hangouts on today's call.
And lastly, +1 buttons are on over one
million sites globally.
And the button is being shown over five billion times on a
daily basis, making us the fastest growing social sharing
widget in the space.
So that's Google+.
And if you can tell, hopefully what you understand coming out
of today's call is that Google is treating social as a core
human behavior.
We recognize this is the way people have been acting for
many, many years.
And it's not any one particular
destination on the web.
So what we want to do is, rather than have social become
a new channel, a new vertical for you as marketers, we're
very interested in being able to capture the power of core
human behavior of social across the web.
And we'll talk a little bit more about
how that works today.
So Google+, knowing that we're thinking in terms of a core
human behavior, how can we leverage that
as marketing folks?
So first and foremost, we want to give you the tools to get
closer to your customers.
How can you build more relevant relationships?
One way we want to do that is by enabling you to have real
conversations with the right people.
And many times that's a product called circles, which
we'll talk about.
Next, we want to inspire customers of yours, your own
customers already and help them find and
recommend new customers.
So that social can truly become an acquisition tool for
you as marketers.
And lastly, we want to improve the performance of your ads.
That's not just in the social space.
That's across all of your marketing
initiatives on the web.
And we'll talk more about how we think we can do that.
So Google+ has been off to a fantastic start for consumers.
How about businesses?
We're now open for business as of last Monday, with the
announcement of our Google+ pages for brands and
businesses.
And as you can see here, a lot of the top global brands have
come to the platform, the likes of Pepsi and Macy's,
T-Mobile and Toyota.
We're off to a tremendous start.
And these brands are already connecting with customers in
ways they had never thought they could do in the social
space before.
So before we go any further, we'd love to hear
from you on the call.
Does your business currently have a Google+ page?
We want to get a quick pulse on exactly how many of you
have already adopted the platform from a business and
marketing perspective.
And we'll report back on those results soon.
So you should see a poll on the right hand
side of your screen.
And we'd love to get your feedback.
Cool.
So we're off to a great start.
Now, let's talk step by step.
How do you bring your brand to the Google+ platform?
Let's start by thinking about how you create a Google+ page.
Step one--
and there's been some misconception in
this initial step.
So the very first step in creating a Google+ page is to
log into your personal Gmail account.
You'll have to have an identity within Google to
begin to create your page.
So in this case, if you look at the top left hand corner of
your Google bar, you'll see, in my instance, +Ryan.
That lets you know you're logged in and opted in to
Google+ as a platform.
If your Gmail account and your identity within Google is
created, but it's not opted into Google+.
When you click that link, you'll simply be asked to join
Google+ as a user to begin your experience.
So once we've created our Gmail identity, step two will
now be to head into your Google+ stream.
You can do that by clicking the +you or +Ryan icon on the
top left corner.
And when you get here, you will, of course, begin to
engage and share and build your graph with your friends
and family.
But on the right hand side now, as of last Monday, you'll
see the promotion or the button that allows you to
begin to create a Google+ page.
By clicking this link, you'll be opted in to step three here
of getting started.
And that is the ability to create your Google+ page and
start by picking a category.
As you can see on the left hand side here, we've started
by offering you a few categories to choose from.
The first is a local business or place.
Next is a product or brand, company institution or
organization, and of course, a category for arts and
entertainment and sports, and then the catch
all category of other.
It's important to note here that you should feel
comfortable to choose any one of these
categories for your brand.
But the most specific differentiator is the local
business option.
Very soon, we want to begin to help you as a local business
begin to surface some local specific tools, maps and
places, icons, and things of that nature.
If you're not in involved in being a kind of a local
business, feel free to choose any of these selections.
As of right now and going into the future, we don't expect
any one of these to disqualify you from any of the great
features we have coming down the pike.
Cool.
So in this case, let's take a look at an example of creating
a Google+ page for an imaginary business that I've
always been interested in.
And we're going to call this one Stonehouse Coffee.
So here's Stonehouse Coffee.
And I've decided to choose it as a company or organization.
I've included the name of my Google+ page of course, a
website that would be able to link me to my efforts outside
of the Google+ environment, and then in this instance, I
chose the category food and beverage.
Lastly, we're going to ask you, hey, who should see this
Google+ page?
And in my instance, I'd like for
everybody to have a chance.
That's any Google+ user.
So here's is where you'll have a chance to review our pages
terms. And once you click create, you will have created
your Google+ page.
So in the workflow here, the next option we give you is to
tell your friends and family and your circles, as a person
within Google+, about your new Google+ page.
So in this case, Ryan Stonehouse, I will be
informing my audience or my network within Google+ about
my new page.
So you have the ability to quickly do that.
And then when you're done with that, you're going to get a
congratulations notice.
Hey, you've done a great job.
You've created your page.
And you have a few options from Google.
One is to start the conversation by beginning to
post. You can connect to your website, which we'll touch on
in just a moment.
And then of course, tell the world by spreading the word.
But what we'd like to advise you to do next is start to
think creatively.
What do you want your page to look like?
These are things like photos and videos.
Right?
So how do you begin to spice up your Google+ environment
and identity?
Well, you'll click the edit profile
button in the top right.
And then afterwards, you're going to get into the editing
environment for, in this case, Stonehouse Coffee.
So here I am.
And you'll notice.
In the center of the page, you'll have the ability to
click and ad photos.
So when I do this, I click in.
And of course, we'll see a great
option here to add photos.
And as I upload photos from my small business, I will see
them in the page.
And of course, you can see here that we have five kind of
icon like photos that make up your identity.
And of course, your profile picture which you can change
at your leisure.
So we would highly encourage you to think creatively when
you're creating your page.
Add some more information about your brand, perhaps it's
hours of operation.
In this case, in introduction I say, great coffee for great
people, contact information, website, you name it.
This, in many respects, will become your front door or your
identity for customers in Google+.
Cool.
So next, we're not quite done yet because the fifth and
final step, and arguably the most important from a value
perspective, is to ensure that you're linking your page, your
Google+ business identity with all of your other aspects of
your business online.
So the way this will work is by clicking the promo link you
saw in the previous screen, you have the ability to head
directly to what we're calling our widget configurator.
This will allow you to drop the link from your Google+
page right into the center of the window here.
And Google is going to help you make a badge that will
make this connection from your Google+ page to your website.
Once that badge is selected, Google is going to spit out
the code in the window at the bottom of this page and
quickly and easily will give you the ability to copy and
paste this into your website.
So that you can begin to see the badge that links the site
to your Google+ page.
And we'll talk a little bit more about all the benefits
that will achieve for you as marketers.
But this-- we hope-- whether it's you, as a small business,
adding this code to your site, or it's your web developer or
webmaster at a larger company.
We hope this makes it easy to make this link that will be
all important for you going forward.
So that's kind of creation.
We talked about getting artistic and
having a great design.
We talked about making the link between your + page
environment and your site, of course.
Lastly, we want to remind you that you'll have the ability
to toggle, as the owner of this page, between you as a
person within Google+ and then of course, your business
identity or entity.
In this case, I can use the drop down arrow and switch
easily from me Ryan Stonehouse to Stonehouse
Coffee, my small business.
OK?
So that's a step by step look at creating a Google+ page.
So next, we want to encourage you to be creative.
Here's a look at just a few of the Google+ pages that have
been created in just the last 10 days alone.
This is our page for Google+, itself, real life sharing
rethought for the web.
Next is our Google+ page for your business.
We would highly encourage you to search within Google+ and
follow or add to our Google+ For Your Business page to your
circles so you can stay updated on some of the new
features and opportunities that we'll be launching in the
near future.
Some big brands that have gotten involved early and done
a fantastic job.
Toyota fits that mold.
You can see here that they've used a tool that allows them
to kind of separate one bigger image into spliced up images
that give a really rich kind of creative feel to the page.
Next is Carnival.
They've done a fantastic job, as well.
They're already asking their customers, hey, what types of
circles you think we should create as a brand?
Where do you want to fit in our
relationship with Carnival?
The Muppets, everyone's favorite--
I think--
from a Disney prospective.
And then Android, of course, our mobile operating system.
We want to pause here and take a look, quickly, at the
orientation or the anatomy of a Google+ page
as a business stance.
So this is what consumers see when they come to your
identity and Google+.
You can see, on the left hand side, just
below the logo if Android.
You could see that over 11,000 people have plus +1'd this
particular page.
In essence, they've given it a vote of confidence or
endorsement.
Let's focus on the right hand side here in the posts or in
the stream, itself.
Android used Google+ to announce it's
Galaxy Nexus challenge.
So they have 10 chances for 10 days for around the world to
win a Galaxy Nexus.
In this case, if you look down, you'll see right within
this particular post. You have the ability to look at how
many folks have +1'd it or given it an endorsement, in
this case nearing 1,000.
You can look and see that there are 520 shares of this
particular post. So again, we're beginning to get this
notion of amplifying our message across a social
platform like Google+.
And then of course, comments will come in-stream.
And they're going to come real time for you as a
business to react to.
Lastly, if you focus your attention on the left-hand
side here, you'll see all of Android's followers.
These are the folks that have reached out, found Android
within Google+, and added the brand to one of their circles.
Perhaps, they've just chosen to create a circle called
following to be engaged and continue to get updates from
Android, in this case over 100,000 in just over 10 days.
So that's a look at creation.
And we know that once we've started, we wanted to give you
guys a few pro tips as we start to think about exactly
how you can have a best-in-breed Google+ page
going forward.
The first is, we want to share with you the ability to slice
up an image and use a cool online tool like gpluspic.com
to have the ability to upload a photo of your own and have
it spiced into bite-sized photos that will form the kind
of the identity of your Google+ page.
We saw that in the Toyota instance, just a moment ago.
Next is incredibly important from a value perspective.
And we will spend more time in this today.
This is the notion of linking your page to both your site,
as a marketer, and your Google AdWords campaigns.
What this allows Google to do is say, we understand that
this is Stonehouse Coffee, who has this site across the web
and is also doing a number of marketing
efforts within AdWords.
This link, we'll elaborate on in just a moment, but
incredibly powerful from an endorsement perspective.
Cool!
So that is creation of the page.
And now we have our page.
We have our identity.
We're happy with what it looks like.
Let's spend some time thinking about how we can begin sharing
and engaging in Google+.
So one of the favorite features we've seen in Google+
so far is called Circles.
This is the ability for you to quickly and easily add people
into circles, or groups, who essentially
have particular affinity.
These could be best friend.
These could be family.
It could be nieces and nephews or folks you met at a
conference.
Let's think about that now for the power of
circles for brand marketers.
So here--
once people add you as a business to their circles, you
then have the ability to add them to circles of your own.
So what Google is going to do to get you started is, we've
offered you a few circles that are just suggested.
And you have the ability to change them, things like
customers or maybe VIPs of your business.
And of course, how about a circle of staff, so that you
can communicate with the folks who help
you run your business?
Each of these will be circles.
And of course, you can feel free to add new circles and to
segment your audiences in any way that works
for you as a business.
In my imaginary example of Stonehouse Coffee, I know my
customers well enough to know that I have two very distinct
segments of folks who love Stonehouse Coffee.
The first is a group of early risers.
These are the people who are in my store before 8:00 AM.
So in this instance, I have the ability to bucket all of
the early risers into ones place, in a circle within
Google+, and share very specific content that I know
they're going to appreciate and love.
In this case, maybe it's a few photos of early
morning coffee making.
And I can provide them the message says, hey, if you show
up before 9 AM when we're least busy, and you continue
to do this, we'll give you 15% off your next morning coffee.
The next bucket of folks that I know I have within my
business or my customers who love to study
at Stonehouse Coffee.
These are the folks who have created study groups and come
and see us quite often throughout the week.
In this example, I have the ability, using circles, to put
all of those studiers into a group and share very specific
and nuanced content with them in Google+.
So in this case, an example could be to share the pros and
cons or maybe the tips to having a successful study
session in a coffeehouse like Stonehouse Coffee.
Again, you'll notice.
Using the circles chips experience, you'll see here
that I'm sharing specifically to just these circles so that
we have a more relevant social interaction.
So let's take a look at what a big brand has done.
Intel is already, on day one, asking their audience in
Google+, hey, which circle do you belong in?
Are you someone who's a technology enthusiasts?
Maybe you're only interested in updates
from us in the newsroom.
Or perhaps even, your interested in a job at Intel
down the road.
And they're allowing people to kind of opt in or self select
the relationship with Intel.
This again, we expect to have incredible value from a
relevance perspective in Google+.

So that's circles and this notion of being able to
segment audiences on the fly.
Next, let's take a look at hangouts, another fantastic
product in Google+ that is allowing marketers to connect
in new ways that had been able to before in this instance
hang out give you the ability to have a more personal
relationship.
And if we take a step back, what is the hangout?
Well, hangouts are multi-user video
experiences within Google+.
So if haven't given it a shot as the user, we would highly
encourage you to start a hangout of your own.
And we'll show you how to do that.
But in our instance, for this fictitious example of
Stonehouse Coffee, perhaps I want to host a hangout on
Saturday mornings that are the coffee making tips, the
Barista Mornings, Saturday morning.
So people--
if they don't want to jump in their cars, they can learn how
to make a great cup of coffee directly from the comfort of
their home, using this rich video experience in Google+,
again, a way to bring a more personal relationship to bear
using technology.
Cool.
So hangouts allow you to engage an
audience in a new way.
So how do you create one?
Right?
So again, we've focused on this right-hand navigation, or
this bar, within Google+.
If your logged in as your brand, as Stonehouse Coffee in
this instance, you'll have the ability to start a hangout
from your Google+ environment.
When you do that, what is your consumer going to see?
What is your audience going to witness within Google+.
Well first, they're going to get a message that says, hey
Stonehouse Coffee is live.
Right?
They're hanging out right now.
Feel free to click the button and join this hangout.
This message will go to the folks who've
circled you as a brand.
Next, Google is going to help identify, for every user
across the web, how many hangouts have they been
invited to and how many are live now.
In this instance you can see that once Stonehouse Coffee
starts their hangout and their video experience, I as user,
Ryan Stonehouse, have the ability to see that one
hangout is live.
And we'll surface that ability to kind of join and interact
with the brand.
So that's how to get started with hangouts and a bit of,
hopefully, some value that we can create using the tool.
But hangouts are already enabling connections, new
connections that are more personal, more nuanced, more
human, across the web today.
Here's an example of everyone's favorite, the Black
Eyed Peas, Will i Am.
The band was able to hang out with all of their audience
just before they took the stage for a live concert in
Central Park in New York, just a few weeks back.
Next, how is Macy's getting involved?
Well, Macy's is connecting fashion bloggers, who really
get what fashion forward means, to their
fashion-forward customers.
Right?
So again, adding a bit of value in a space that allows
this new connectivity and exchange of ideas that, of
course, lives within the Macy's brand umbrella.
Last, how could you not want to hang out with Kermit and
Miss Piggy?
This is the Muppets and the promotions they're doing for
their new movie coming out this fall.
We had a fantastic on-air hangout the day we launched
Google+ pages, back last Monday, and an incredible
adoption and engagement around Miss Piggy and hanging out
with Kermit.
So just a few ways the big brands are already jumping in
and beginning to build more relevant, more personal
connections using Google+.
So that's engagement.
Circles and hangouts kind of are leading the way for us
that allow you to have more relevant conversations and
build relationships.
Here a few pro tips to consider.
One is that rich posts within Google+, they work best. These
are including things like images and video in your posts
content, rather than simply plain text.
Next, one idea to sign your posts, as a user.
Put a face to your brand.
We've been doing that at Google here, quite a bit.
So when we sign off, we make sure that we try to link a
human or true identity to our messages that also come from a
brand logo.
We've seen this work really, really well.
Next, hangouts with extras allow you to share your screen
and videos.
So with the click of a button, when you begin to engaging and
host hangouts with your customers, you have the
ability to share a screen, to share a document, maybe even
watch a YouTube video with your customers.
This has been incredibly powerful for companies that
are trying to provide a richer experience, perhaps even
walking through documents or some product features online.
Next, ask your community which circle they want to be in.
Over time, we hope to give you powerful tools as marketers to
circle people, using some really wonderful parameters
about who they are, their relationships, and much more.
For now, a lot of our customers are saying, hey,
circle us and tell us which circle you want
to be in as a user.
This empowers your customer to help manage their relationship
with you as a brand.
Perhaps they're only interested in a deal.
Or maybe they have a strong affinity sports.
If you offer them circle options, they'll help inform
you what they're interested in most.
And lastly, for sensitive topics, you can already
disable comments and resharing of your posts before you make
the post public.
So this-- we've been told-- is a fantastic tool to help
control the conversation.
Good, so we talked about identity.
We've now talked about ways we can engage on day one, after
you create your Google+ page.
Next, let's take a look at promotion.
How do we get more traffic and a bigger audience to our
Google+ page?
Well first, we're going to give you the ability
to spread the word.
Once you've created your page, you may have remembered.
We saw this icon earlier on today's call.
With one click of a button, Google is going to enable you
to create a message as the user, in this case Ryan
Stonehouse, to say, "Hello, coffee-loving world.
This is our first post in Google+.
We'll be sharing fun coffee making tips, cool latte art,
and plenty of local happenings.
Circle us to stay in the loop." Again, this is step one
to begin to get your message out about your new page.
Next, how about adding the Google+ badge and +1
button to your site?
So adding the badge connects your site to
your Google+ page.
And it allows customers to more easily find you.
So what we mean by that?
Here are an example of the widget or the badge that come
in many shapes and sizes.
So hopefully, one will fit your needs for your site.
But if you look on the left-hand side here, you'll
see one of the badges that allows people to add your
brand to circles without having to leave your site.
So in this case, when the user hovers over this ad circles
button, they'll have the ability to follow, in this
instance YouTube, or Stonehouse Coffee from the
website itself, without having to come into the Google+
environment.
This we've seen to have great effects in driving traffic and
building an audience withing Google+.

Lastly, we are Google.
Right?
And we've had many marketers tell us, hey, Google search is
the door through which my customers
find me as a business.
So when we thought long and hard about, how can we help to
surface you're new identity, from a social perspective, in
Google search?
And what we've just begun to experiment with is what we're
calling Direct Connect in google.com search.
The way this works is when a user overtly says, hey, I want
to engage with a +page or a business identity within
Google+, they'll search with the operator of a plus sign
and then begin searching for their brand.
And what Google is going to do is, we're going to help
surface you as a business.
So that when users start typing in +stone, we'll start
to surface Stonehouse Coffee the +page.
So that users can find you within Google+ much easier and
do it from google.com search as well.
So in the instance, you're seeing a mock up of what that
might look like for a +a search, Amazon, AT&T, Angry
Birds, so forth.
Cool.
So we're thinking more about how we can get people to
circle us, as brands, how they can discover us
in google.com search.
Next, we want to talk about the power of the +1 button.
So you may or may not have heard about the +1 button that
Google is offering.
But if not, let's take a step back and take a look at how
the +1 button works.
So the +1 button is a signal that users can click to
provide a lightweight endorsement of a piece of
content that you might have as a brand for a product, a
service, or even a website, as a whole.
So adding the +1 button to your site gives users the
ability to endorse your brands,
products, and services.
So why does that matter?
What happens when a user clicks the +1 button?
Well first, Google is going to record this endorsement.
We're going to say, hey, somebody likes, or +1's, or is
endorsing you content.
Next, what's going to happen is, it's to give users the
ability to share your content directly from your page using
the +1 button.
So if you can tell in this mock up here, once you click
+1 button on the Nexus S site, you have the ability to share
this content, this particular page and some rich assets like
a photo, to specific circles within Google+.
This enables users to become your targeting mechanisms.
They'll share your content with people they know will
care most.
So this will get you to this earned media, or this
application store, we know and love as marketers.
Next, what's it going to do?
Well, we want to surface these social
recommendations in search.
So now if people that I know, my friends and family, are
across the web clicking the +1 button to endorse their
favorite stuff, when I come back to Google search, I will
see their recommendations on the search results page.
So in this case, I'm going to notice that Kari, Christian,
and Timothy have +1'd the Nexus S. And when I search for
the best new smartphone on the market, I'll have the ability
to not only see the little blue link for Nexus S, but
I'll see the little blue link plus recommendations from
people I know and trust. We're seeing some incredible
increase in performance through clickthrough rates
based on these new social annotations that we're
including in search.

So that's great.
We have +1s.
Users are now able to kind of endorse and share your content
across the web.
How do we, as Google, tie it all together for you?
We know that we want to help you create a common social
layer across all of your marketing initiatives.
And we want to surface all of this new social endorsement,
when the moments is right.
So the way we've thought about it is that we're putting your
Google+ identity, or your business, at the center of
everything we do across Google.
So the idea here is that once you create your Google+ page,
we're going to take all of the +1s of your content and your
brand, all of these endorsement, whether they come
through the widget on your site, a display ad you're
running through the Google Display Network, video on
YouTube, mobile sites, or even search.
We're going to take all of this social equity and anchor
it to your new Google+ page.
So that's great.
But where does the value come in for you, as a marketer?
Well, it's value comes with the next step.
What Google is now going to do is, we're going to take all of
that social equity that you've accrued from these +1 clicks.
And we're going to surface these across all of these
channels, sites, display, and search, and video right at the
moment of relevance.
So now, when I come back to have a display experience,
perhaps for your brand, or from watching a video or
searching for a related topic, I'm going to see these
personal recommendations right when I need them most. We
think this notion of an ecosystem around the +1 button
will be incredibly valuable for you as marketers.
And we're taking steps to measure exactly what that
value looks like.
OK?
So how about some pro tips?
So first and foremost, cross promote your Google+ page in
other marketing channels.
Seems quite basic, but it certainly works.
We know that you, as
marketers, have email campaigns.
You have other social platforms. And of course, a
number of offline marketing initiatives as well.
Cross promotion will help let people know one, you're there
and two, how to engage with you in Google+.
Next is, share your page with your network.
Right?
So use the power of social in Google+ and other social
networks to begin to share this notion of engagement
within Google+ and steer traffic to
your new brand identity.

So we talked a little bit about now, how can we promote
people to get them to your patient beginning engaging?
Lastly, but probably most importantly for us on this
call, is how do we measure this social value?
What can Google do to help you understand, is this working?
Is this a channel that then we should be investing in?
First and foremost, we want to measure the effects of these
new social recommendations we touched on just a moment ago.
And the way we're going to do that is, once you've made this
ever-important link between your page, your site, and your
AdWords account, Google is going to begin to surface the
clickthrough rate performance of your campaigns Whether they
have personal annotations from people you know, this would
include a photo.
You can see here an example of someone I'm connected to.
We're going to take a look at basic annotations.
This is something that the effect of 1,000 people have
+1'd this particular website.
And then, we'll take a look at none, which is how your
campaigns operate today in Google, so just
the little blue link.
Whether that's a natural or paid search, we're going to
begin to measure and break out this notion of, how did these
social endorsements change the performance of
your marketing campaigns?

So that's AdWords and marketing initiatives.
Next is, we wanted you to be able to gain valuable +1
button insights.
So once you've installed the button or the badge, you'll
have the ability to see in Webmaster Tools Reporting from
Google, who is it that's endorsing your stuff.
In this case, you'll have an aggregate
look at age and gender.
We're going to give you a reporting on where, from a
geography perspective, are these people coming from that
+1 your content.
And then of course, all of the standard measures that would
say, hey, which content is being +1'd most?
How many +1s are we accruing over time?
This will be, if you will, kind of a gauge on your social
equity within Google.
So those are a couple of reports.
But next we want to talk about the first analytics report
that we've included in Google+ itself.
And this is a report we're calling Ripples.
So Ripples will allow you to quite honestly illustrate or
see the social ripple effects from any given post that you
might share in Google+.
In this instance, what you're seeing here is a post that the
Dalai Lama himself created in Google+ to share the word
about an upcoming hangout he was hosting with Desmond Tutu.
So the idea here is that you can visually see exactly how
that message propagates through a social platform.
You can see exactly who is resharing that content.
It's a bit hard to do in a static environment.
But if you haven't tried the tool, you'll really have to
give it a look because you have the ability to zoom in
and out of this illustrated map here, to take a look at
who are some of your top resharers.
Are they brand advocates?
We'll be able to see, not only does Vic Gundotra have a
fantastic platform or a big audience that
he can share with.
But is he sharing with a positive sentiment?
We give you the ability, with ripples, to see who are some
of your biggest brand advocates.
How does your social content spread throughout the web?
Over time, we'd love to take this a step further and begin
to truly map this to value, from a marketing perspective.
Is Vic's reshare of your particular post--
is it driving to more traffic and more engagement for your
brand, just the first start but one we think
is incredibly powerful.
That's measurement, for starters.
So what are a few pro tips?
Well, you have the ability, in Google+ today, to use search,
the search tool functionality itself, to find out what
people are saying about your brand.
Simply type in your brand name in the Google+ search bar.
And you'll see all of the social content that's being
developed around your brand.
Next, we have the ability to encourage your customers to
use hashtags.
Right?
So Kari introduced our call today with a hashtag that
we're using for businesses.
But you, as a marketer, could include your hashtags so that
you can have a more succinct or--
I guess-- kind of jointed conversation across all of
your social platforms.
Next, you can check your AdWords performance, once
you've made that ever important link, to see how
+1's are affecting your campaigns.
So this is the example we showed you.
When these +1's are surfacing endorsements in search, how is
that affecting you as a marketer?
Are people more apt to click on your ads and be driven to
your sites.
And lastly, it seems a bit obvious.
But of course, be ready to adapt your
strategy and be flexible.
In social, we know that things move fast and furiously.
So just the ability to kind of be best in class and
monitoring and keeping a pulse on your brand's experiences
and content in Google+ is a very important tip.

So that is it for us.
And now I'm going to turn it over to Kari Wilson again.
And she's going to take you through
next steps and resources.
KARI CLARK: So Ryan gave you an overview of the three steps
you can use to get started with your page.
So you can create and share your page.
You can promote it with a lot of the tools that we've
provided and then measure it with things like Ripples and
Webmaster Tools.
All right, if you have more questions about these
different stages, I highly recommend checking out some of
our resources that we have. The first is our Google+ Your
Business page.
This is our own page.
It's the best place to get up-to-date info, tips, and
just ask us questions.
The easiest way to find us is just to
search for us on Google+.
The second thing is, if you want a little bit more in
depth information about the different products that we
walked through today, and you want a getting started guide.
I recommend going to our website.
And we'll send out the link to the site in
our follow up email.