social media marketing: google+ community
DESCRIPTION
Page 1 Solutions presents a webinar on social media marketing through Google+. Addressing an audience of service professionals; attorneys, dentists, plastic surgeons, ophthalmologists, social media specialist, Kami York-Fiern shares unique differences with Google+, how to identify and engage with "influencers", the type of content to be posting, how to find communities and grow your own. It also addresses how to measure your Google+ metrics and how to develop a 30-day schedule of Google+ activities.TRANSCRIPT
HOW TO BUILD A COMMUNITY WITH GOOGLE+Tips, Strategy and Industry Secrets
TOPICS TO COVER
Growing loyal communities
How to identify influencers in your market
Power of circles and communities
Google+ ROI Metrics Develop a 30 Day
Strategy
WHAT IS GOOGLE?
WE’RE ON INFORMATION OVERLOAD!
HOW DO WE STAND OUT?
Between WordPress and Tumblr, there are more than 2 million blogs online
Shift from mechanical content creation to meaningful content creation Work on building relationships and trust Less “pre-packaged” content…more original
ideas
85% of consumers seek out trusted expert content when considering a purchase
GOOGLE+: DEVELOPING COMMUNITY Most of us want the result
right away without doing much preparation work BUT, the truth is…?
Meaning: Create FIRST think
about distribution Communities are a great
place to start sharing your unique content Don’t directly ask people
to share your content; It takes TIME to build
communities and a good following
COMMUNITIES 101
Communities: “They aren’t interested in you, they are interested in a common topic” – panel
The first question is usually “what is this going to do for us?” when we SHOULD be asking “what can it do for our client?” Ex. Join us when we talk to so-and-so who is a
thought leader in xyz Can be great for SEO but…
Talk to your SEO team to craft keywords around the clients goals
Highlight the highest converting pages
INFLUENCER MARKETING!!
ARE WE LISTENING?
“They stand out in a sea of noise because time and again, they've proven their voice is worth listening to and their advice worth taking.”
SO WHAT IS AN INFLUENCER?
It’s NOT a popularity contest Content and Influence must inspire ACTION
What value can we create for ourselves and our audience?
Influencers eat, sleep and breath the topics they write about They are super connected and always on They make the boring and dry topics fascinating The create a TON of awesome content They know who YOU are and what YOU want They’re hip, happening and current They’re trustworthy
KEY INFLUENCER TAKEAWAYS
Create networks based on topics you want to grow It’s about being the BEST answer for your
audience: what is your brand/company the BEST answer for?
Influencer content always tells a story, helps answer a question and evokes a reaction
How do you find them? “Find people who say something and people respond
and do something as a reaction to it” –Lee Oden Listen on social media Follow, follow, follow!
It takes time Work on these relationships long before you need to
use them
THE POWER OF CIRCLES AND COMMUNITIES
Increasing Circles = Increase Following Keep your circles organized Engage and Form Relationships
Content in Communities is lasting Engagement can be evergreen Interest in a common topic, not individuals
Good platform for starting and continuing the online conversation Easy to get your audience involved Great topic generator for blogs 2 way communication platform
HO
W T
O C
RA
FT T
HE P
ER
FEC
T G
+ P
OS
T
HOW DO I MEASURE SUCCESSFUL POSTS?
Most Important Metrics: +1’s and comments Shares and follower count not as important to Google Use bit.ly to track click through rates
Key Mistakes Not organizing your circles “What’s the best xxx?”
Instead: Tell me the best xxx Can’t share content out of a public community Use content AND #hashtags together…not alone Content dumping
Think about your audience when content planning Updates G+ bios when people leave or are added to
a practice/firm
30 DAYS TO IMPROVE YOUR PROFILE
SO, HOW DO I GET STARTED?
Start by claiming authorship and publisher status
Verify your page!!! Start following people and
brands that are meaningful to you and your niche
Identify a few strong visuals (stock photos, your own images) that you want to use in your posts
Make sure your posts are PUBLIC
Work on your content calendar (both evergreen and timely content)
Search for and join communities that fit your interest areas
Only post your BEST content…don’t content dump!
Publish unique content in unique ways
Week 1 Week 2
GETTING STARTED CONTD.
Shoppers are 174% more likely to make a purchase after seeing a video of your product
What can you offer that’s outside the box? VIDEO!!!
Don’t be afraid to put a face and voice behind your brand
Brainstorm some Google Hangout topics
Check your meta data Think about cross-
platform promotion strategies
Make sure you have a +1 button on your site
Don’t dump your leftover content
Week 3 Week 4
TOP EXPERT TAKEAWAYS
What makes Google+ better than Facebook, Twitter or LinkedIn? Content is King and it lives on…and on…and on You can get engagement on posts months after
your original post Adding a community into a circle automatically
makes their content more relevant in your search results
Google authorship allows your image to show up next to your posted content; easy to identify
Eyes go to images first; Google+ is heavily influenced by visual content
TOP EXPERT TAKEAWAYS
How do you get engagement on your content? Think outside the box; create entertaining posts Take risks Humanize your audience; talk to them as if they
were right in front of you Use interesting, non-branded images Link back to your site at the bottom of a post Create and join communities you’re interested in Are you looking for increased traffic or more
engagement?
THE END!!!