There's going to be some big opportunities for marketers to create strategically integrated, connected digital programs across bought, earned, and owned media.
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:
+Pages cannot come soon enough.
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As vice president, strategy and planning, Alisa Leonard focuses on building connected brands through the strategic interplay of content and community across bought, earned, and owned media. She provides strategic guidance to iCrossing's Live Media Studio, a team of EMMY-nominated web content producers and WOMMA-trained audience managers who execute real-time engagement. Alisa and her team have helped develop social media strategies for top brands, including bebe, Billboard.com, Ally Bank, and BMW, Facebook's no. 1 auto brand.
Alisa doesn't just preach social to clients; she lives it. As a recognized thought leader in social media, she's been named one of AdWeek's "Top 50 Marketers on Twitter" and one of Direct Marketing News' "30 Under 30" marketers to watch. Alisa frequently speaks at industry events, including SXSW Interactive, Web 2.0 Expo, ad:tech, and Social Media Week. She also contributes to Mashable.com and ReadWriteWeb.com, and is the chair of communications for the DataPortability Project – an organization driving thought leadership on the future of the web.
Alisa earned a degree in English from Brigham Young University.
Singapore, 5-6 March
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Hong Kong, April 2015
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