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Google+ Makes Strides with New Brand Pages

November 10, 2011

Although the fate of Google+ and its 40 million users may be unknown, the platform has been making big (and quick) strides this week with the roll-out of the new Google+ Brand pages. Similar to Facebook, Google+ Brand pages allows brands to develop pages to publish content including photos, videos and links. Users can now add their favorite brands, teams, athletes and celebrities to their Circles. One added perk of Google+ Brand pages is the ability to have an animated photo strip. For a great example, check out what Red Bull did.

Google has successfully developed a platform that is focused on the elements that enhance communication and interaction, whether it’s between family members or a brand’s loyal consumers.

The following are key takeaways from the Google+ platform:

Google+ Circles:
My husband knows better than to talk to me about fishing, because it’s a guarantee that I’ll stop listening within the first 2.3 seconds. The same goes for me and talking to him about my favorite reality TV shows. Google has taken this basic communication principle and developed Google+ Circles. This feature allows brands to segment their audience based on demographics/geographics by adding them to specific Circles. Marketers then have the ability to control the content that their audience digests and deliver value that is relevant to a specific audience (circle).

Google+ Hangout:
As technology progresses, human interaction will continue to decrease at the same rate. Nothing will ever replace the power of face-to-face interaction, and Google+ Hangouts makes an attempt to fill that void. The feature allows brands to have live video interaction with their consumers, guests and fans. Imagine the relationship potential there.

Founder of Digital Royalty, Amy Jo Martin, had the opportunity to take part in a G+nius Women Panel hosted on Google+ Hangout prior to her speaking at an upcoming TEDxRainer event. Five speakers participated with one moderator. Although Google+ Hangouts limits session to 10 individuals per Hangout, the cool factor is that the one-hour panel discussion was recorded and repurposed on YouTube so it could be shared with thousands and watched, here.

On a larger scale, Will.i.am gave exclusive backstage access to fans through Google+ Hangouts On Air that was broadcasted live on YouTube back in September.

Google+ Badges:

Following the Brand page roll-out, Google+ did a quiet roll-out of their Google+ Badges. The Badge signifies which of your friends have given a “+1” to a website, or in other words given their recommendation. It connects your Google+ brand page with your website. The Badge also gives the user the opportunity to add a site to their circle. This increases visibility to your site, which ultimately leads to higher web-traffic. A brands potential reach of +1 doesn’t end with the 40 million users on Google+, but the billions of people that visit Google each day.

It’s your move, Facebook.

New Division: Digital Royalty Human Resources (dRHR)

October 24, 2011

By Alana Golob

It’s official. Social media isn’t a fad, one billion have spoken. Social media has seen a surge with its now 800 million people on Facebook and 250 million users on Twitter. For brands, this has meant immediate adoption of Social Media 2.0 and the need for more than just a mere presence in the space. In order to be successful, brands now have to find ways to stand out among the sea of sameness and develop ways for monetization.

This dilemma has left marketers with the need to find new hires capable of managing all that’s encompassed in the social media world. The boom has created opportunity and is challenging brands to find the right individual for the job. Brands must be able to hire individuals who can both confidently speak on behalf of the brand and live the brand, within the social space.

Throughout the past two years, we’ve received countless resumes from individuals looking to work at Digital Royalty and have built relationships with companies of all sizes, including top Fortune 500 companies who are seeking candidates. This is where our newest division, Digital Royalty Human Resources (dRHR) comes into play.

dRHR matches brands with invaluable individuals who desire a position in social media. Through a custom social recruitment process, it allows us to identify strengths and weaknesses, and in the end, offer reliable candidates with a dRHR stamp of approval. Brands have hired us to recruit and train perfect-fit individuals for major brands. We’re now taking it to the next level in launching an official division dedicated to this service. The goal is not only to recruit and fill the position within a month, but to transition the new-hire into their job with the social media knowledge and tools necessary so they can hit the ground running. This is achieved through a unique Digital Royalty University training program fit for the individual and company. Our philosophy is that social media impacts all aspects of business, any every position throughout the company should be educated. We’re the social media matchmakers, between brands and qualified candidates.

Want to know more about dRHR or dRU? Fill out the following form or shoot us an email at info@thedigitalroyalty.com:

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People may “Like” You, but are They Talking about You?

October 14, 2011

Facebook recently rebooted its analytical program Insights, and for social and tech nerds like the Digital Royalty team (we prefer social scientists), it was like Christmas came early this year. The in-depth dashboard digs so deep into Facebook user activity, it makes the analysis provided by the former version almost seem superficial in comparison.

New Facebook Insights go far beyond tracking the one-time action of “liking” a brand and tracks the consistency of engagement of users with your page in the “People Talking about This” metric. “Liking” a page has come to prove little more than a temporary action that can be quite fruitless for brands that earn “likes” through Like-Gates and other barriers for one-time incentives. Many users don’t interact with a page after initial engagement, or worse, hide brands from their feed rather than un-liking them. “Liking” a page doesn’t necessarily correlate with actually liking a page.

The “People Talking about This” metric, which tracks weekly engagement with a page over the span of seven days, is far more indicative of user affinity and buzz.

The metric calculates the number of unique people who have created a story about your page in the last seven days and considers those who have:

1) Liked your page

2) Liked, commented or shared your post

3) Answered your question/poll

4) Responded to an event

5) Mentioned your page in a post

6) Tagged your page in a photo

7) Checked-in or recommended your page

While it’s possible to have a higher number of people talking about your page than “likes,” you’ll notice most page’s metric is a smaller number than “likes.”

Community pages that consistently generate organic conversations and viral messaging (think LIVESTRONG and Delivering Happiness) are showing a more similar ratio of “Likes” to “People Talking About This” than pages with much greater followings. Shown below, Delivering Happiness has a 1:7 ratio of “People Talking About This” to “Likes,” while Lady Gaga has more than 44 million likes, but a ratio of 1:95, respectively.

Only time will tell how marketers and brands will use the new insights, but the “People Talking About This” metric will surely change how we analyze Facebook campaign success, with a renewed focus on warmer metrics rather than tangible, concrete KPIs.

For a full guide to the new Facebook insights, click here.

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