What Does Google+ Mean For Marketers?

By Neil Glassman 

Who would have predicted, just two months ago, how quickly Google+ would take off?

Its features and execution are compelling. Many in social media are very actively engaged on the platform and there are no shortages of either suggestions or predictions on future functions and features.

22squared has released a clear, concise presentation — Google+: What It Is and What It Means — that provides a functional overview of Google+ addressing social media users and brands that want to know what’s in it for them. Author Justin Oh also offers insights on the marketing implications of Google+. A preview and download link is at the bottom of the post.

I had a Google+ Hangout with Justin to talk more about Google+. We were not able to find a good way to record, so here are (paraphrased) some of my questions and responses from Justin.

What is going to draw users to Google+?

When the people they care about — friends and family — get there. People will need to find Google+ more efficient and relevant than other platforms in order to make the move. Sparks provides a way to discover content that supplements social sharing and could encourage participation to help Google+ get to critical mass.

Google collects a great deal of information on users via search. What might be the compounding effect of the data collected on Google+?

It will help collapse the traditional marketing funnel to create a more holistic image of consumers that are searching, sharing, talking and interacting on their desktops and mobile devices. Google’s diverse properties — Places, Maps, Picassa, Blogger, etc. — enable them to offer behavioral data to marketers not available from its competitors.

What are the incentives for brands to expand their marketing to Google+?

It’s going to be about the users — how many of them are out there, what can I know about them and, based on what I know, how can I best get in front of them. Ultimately, it gets down to Google+ achieving critical mass in order for the data to be sufficiently rich for marketers.

Google+ came out of the gate with formidable mobile apps. How can platforms differential themselves from the pack in the Social/Local/Mobile (SoLoMo) landscape?

Facebook has won the battle of the social graph. Its users are not going to jump ship. One of Google’s opportunities is mobile. Facebook is still trying to tackle mobile, but its experience is very fragmented. Google+ Huddles, unique to mobile phones, plays into the way people are using texting on their mobile phones. That type of thinking will be important as we move towards the new mobile land grab.

Download from SlideShare: 22squared POV: Google+


Neil Glassman is principal marketing strategist at WhizBangPowWow, where he delivers malarky-free social, digital and linear media solutions. Join his conversation on Twitter or email Neil to talk about marketing or swap recipes.