Connecting the Digital Dots Between Google+ and +1

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I recently spent a few days at Google and with the Google+ folks, and as a marketer, I became very excited at what I heard.

What stands out about Google's approach to Google+ is that it is clear Google is not out to build another destination social network (thank goodness).

Rather, Google seems to be out to build a social operating system - a social data layer that underpins everything, creating a more significant and measurable relationship between a brand's website, paid media, natural search, and social engagement. Google is doing what Facebook should have done.

In the meantime, +Pages, Google+ for businesses, will launch in early fall.

Here's what's exciting for marketers: The relationship between +Pages and the Google +1 feature means that the social graph will be connected with actions across natural search, paid media, and website content. It means big opportunities for marketers to create strategically integrated, connected digital programs across bought, earned, and owned media.

The Impact of a Connected Bought/Earned/Owned Program

Bought + earned. A paid media program using +1 could extend its reach through social retargeting (if I "+1" an ad, it is served to my social graph and takes priority over other ads in the exchange). And, as a secondary benefit, a +1 paid media program could also capture audiences in a social database for ongoing messaging and engagement beyond the paid campaign (when I "+1" an ad, I am given the option of joining the brand's +Page right then and there).

Amplifying earned media with search and social synergy. All of that brand messaging (content) and engagement shared through the +Page in turn creates visibility in natural search - yet another high value brand touch point.

Earned + owned. Additionally, If I add +1 to my site content, say at the product category level or even product level, and that content receives a lot of +1's, that action can have a positive impact in two ways:

• Customers that "+1" the product will be asked to join the brand's +Page circles (site interaction to CRM!).
• Your site content benefits from improved search visibility from social signals.

+Pages cannot come soon enough.