Is Google+ a serious social media contender?

Remember when Google+ first launched in 2011? It was a social media platform that could only be joined by ‘invitation only’, a strategy that generated so much hype that many people where calling it the ‘new Facebook’. Soon after, the hype seriously fizzled out and Google+ soon became open to everyone. Unfortunately, nobody seemed to really care anymore. I remember saying to my friends and colleagues ‘Hey, whatever happened to that Google+ thing? What a #fail’.

While myself, and pretty much everyone else, went back to enjoying Facebook life, Google+ was making some serious updates and changes that would make it the marketing goldmine it is today. To many individuals, Google+ still seems a little foreign, however marketers and big brands are quickly jumping on Google+ and including it in their marketing and PR strategy. Google+ is now the second largest social media platform. I know, right? When did that happen?

So, why should Google+ be taken seriously in your marketing and social media strategy?

This one is obvious, but Google+ is owned by Google. Anything owned by this corporation will continue to update and improve until it reaches its desired popularity. Remember when you could sign in to YouTube normally and then all of a sudden one day you had to make a Google+ account to sign in? This might be why it’s the second largest platform, but it’s a testament to how integrated social media will become in the future.

Essentially, Google+ has taken all the best features of the most popular social media sites and rolled it into one amazing package. There are groups, videos, maps and even the possibility of conference calling.

Google+ may seem like ‘another Facebook’, however there are many important differences that need to be noted. Facebook is mainly about connecting with your friends and family and maintaining your relationship through them. Google+ is about building new relationships and discovering new content, which will expand your interests and horizons. Google+ allows you to set up communities called ‘Circles’ allowing you to categorise your connections with your interests. This is why Google+ is so beneficial to marketers – it’s a platform about information and storytelling and your audience actually WANTS to listen to what you have to say and learn from you.

Google+ also has incredible reach both on and off the platform. Have you ever forgotten you were connected to someone on Facebook and wondered why you never see their posts in your newsfeed? This is because Facebook filters your news to show you only what it thinks you’ll be interested in. With Google+, if you have 300 connections, your updates will show up in every single one of their pages.

Most importantly, Google+ has absolutely insane SEO potential. Every post is continually crawled for content and indexed, just like a website would be. This is why sometimes in your Google search, a bunch of Google+ sites will pop up on the first page. Some people have critised Google for its extreme bias towards its own platform, but in my opinion, if you play Google’s game you’ll be rewarded immensely.

Do you have a Google+ profile? Do you use it for building connections or for its SEO potential?

Contributor:

Sarah Brown, Account Co-ordinator, Stolen Quotes

Prankvertising – Cheap Lols or a Genuine Strategy?

A couple of episodes ago, the panel at Gruen Planet looked at the phenomenon of ‘prankvertising’ – advertising and PR stunts based on a prank or trick in an attempt to generate publicity.

Chances are you’ve seen prankvertising pop up on your Facebook feed.

Like this one:

And it wouldn’t be a blog on prankvertising without mentioning this one:

The content is created to shock, entertain and, when done successfully, generate publicity for the brand/cause/product. The above videos have both hit well over the ‘one million view’ mark, creating a viral river of shares, likes and comments behind them.

Additionally, the content allows brands to focus on generating exposure on digital platforms, steering spend away from traditional advertising and PR.

Are these videos strategic in that the content has resulted in huge brand exposure and millions of people talking about their video? Or do the videos miss the mark – providing viewers with a good laugh, and not much else?

To put it simply, does the LG ad make you want to buy the TV? Did the Carrie coffee shop prank convince you to head to the movies?

When done strategically, prankvertising can generate talk for all of the right reasons.

Like the following piece by Leo Burnett London:

Didn’t see that coming did you? The clip leaves you thinking, which is exactly the aim of the piece – to leave the viewer with a message (don’t drink and drive), as opposed to selling a product. This is prankvertising done well.

But it doesn’t always have to be shocking. Take it from our friends in New Zealand, who decided to fill an unsuspecting mates plumbing with Tui beer:

A successful prankvertising piece thinks of the target market audience and crafts a clever enough prank that will have the ‘viral effect’ among the intended audience. For Tui Beer, they hit the nail on the head.

What do you think? Is prankvertising the ‘cheap laughs’ of the digital advertising world? Or when done well, can it generate greater brand publicity than traditional advertising and PR?

Contributor:

Hollie Azzopardi, Account Manager for Stolen Quotes.