Product Cover Image

Google+ for Business: How Google's Social Network Changes Everything, 2nd Edition

By Chris Brogan

Published by Que

Published Date: Oct 23, 2012

Description

The 100% Updated, Start-to-Finish Guide to Profiting from Google+!


Google+ is quickly maturing into an incredibly valuable channel for profitable business--and, because many of your competitors haven’t discovered it yet, it offers you huge new opportunities. Google+ for Business, Second Edition, will help you grab those opportunities right now. Top social media speaker and business advisor Chris Brogan will help you get great results fast, without wasting time or money. This fully updated second edition distills the experiences of leading-edge Google+ business adopters into powerful tactical recipes for everything from lead generation and nurturing to direct sales. Packed with new examples and case studies, it guides you through using Google+ for promotion, customer service, community building, referrals, collaboration, and much more. From start to finish, the focus is on results: generating more customers and more cash at the lowest possible cost!

 

  • Make the right first moves after you’ve signed up for Google+
  • Leverage the newest Google+ features to drive even more business value
  • Take advantage of deepening links between Google+ and Google Search
  • Implement today’s most effective Google+ strategies and tactics
  • Use Google+ to drive more traffic to your main site and improve its searchability and discovery
  • Shorten the buying cycle through better prospecting, lead generation, and nurturing
  • Build a vital Google+ community around your products, services, and people
  • Integrate Google+ into your current online/digital strategies
  • Use Google+ video and videoconferencing to deepen relationships, solve problems, and make sales
  • Organize contacts and interactions more effectively with Google+ Circles
  • Create Google+ posts that draw attention and spark conversations

Table of Contents

Introduction     1

Chapter 1: How Did I Get Here?      3

Why Is Google+ the Next Big Thing?      4

Speculating on the Future     5

Facebook Is Better. Twitter Is Better. LinkedIn Is for Business.      6

My First Touch with Google+     6

This Sounds Like Other Social Networks     8

Why Is Google+ So Interesting?      8

The Sharing Culture Grows and Grows     9

Another Social Network to Manage? Really?      10

What Do People Do on Google+?     10

Google+ Ghost Town: One for the Naysayers     12

The Average Isn’t All That It Seems     12

What People Are Saying and What It Might Mean to You     13

Why I’m Still Betting on Google+     15

Endnotes     18

Chapter 2: The Opportunity of Google+     19

Where Google+ Fits in the Business Ecosystem     20

Google+ Opportunities     21

Preparing Yourself for Opportunity     23

The Personal Touch and Personality     24

Blending Business and Personal     25

Start Early     26

What You Can Accomplish with Google+     26

Opportunity Is What You Make of It     27

Chapter 3: A Day in the Life     29

My Personal Day in the Life of Google+     30

Interview with Scott Monty, Ford Motor Company     31

Interview with Greg Pak, Comic Book Author and Screen Writer     32

Interview with Jenny Cisney, Kodak’s Chief Blogger     33

Interview with Darren Rowse, Problogger     34

Interview with Jacqueline Carly, Fitness Professional     36

Some Partially Fictitious Day-in-the-Life-of Suggestions     37

The Author     37

The Real Estate Agent     38

The Reporter     39

The Sales Executive     39

The Educator     40

The Photographer     41

The Business Executive     42

Wrapping Up     43

Chapter 4: Profiles and Examples of Google+ Business Users     45

Mike Elgan--Media Maker     46

Matt Dooley--Intercontinental Hotels     47

Deepak Chopra--Spiritual Advisor     48

Rick Bakas--Wine Personality     49

Bill Gross--Serial Entrepreneur     49

Jeremiah Owyang--Analyst, Altimeter     50

What About a Brand Page Doing Something Interesting?      51

Chapter 5: First Moves with Google+     53

Profiles Matter for Business     54

Using Your Google+ Profile for Business     54

Businesses Are Made of People     54

Connections Before the Sale     55

How You Appear to Others     56

Your About Page: The Basics     60

Start at the Top     61

Your Profile Photo     61

Editing Your Name     62

Editing Your Tagline     62

The Most Important Part of Your Profile: The Introduction     63

Employment: A Useful Hack for You     64

The Links Section     64

Moving on from the Profile     65

Chapter 6: Circles     67

What Circling Means     68

How Do I Know Who Is Circling Me Back?      68

Reciprocal Follows     70

Creating Circles and Naming Them     70

Outbound Circles and Inbound Circles     71

Sharing Circles     72

Ordering Circles     72

Who Should You Follow?      74

Friendsurfing     74

Do I Know You?      74

Should You Circle Celebrities?      75

More About Outbound Circles     75

Circle Tricks     76

Circles Aren’t a One-Time Thing     77

Wrapping Up     77

Chapter 7: Posting in the Stream     79

Google+ Isn’t a Blog, and It’s More Than Twitter     80

Posting on Google+     81

The Sharing Options Under the Main Post Area     83

Formatting Posted Text     84

Posting Photos     85

Posting Video     86

Posting Place and Location Data     86

Other Post Options     87

Disabling Comments and Reshare     88

The Importance of Sharing     88

Chapter 8: Video, Hangouts, and More     91

Adding Video to Google+     92

YouTube and Your Business     92

Hangouts and Your Business     93

Creating Video     95

Chapter 9: A Simple Content Strategy     97

How Others Approach Content Sharing     98

Jennifer Cisney (Kodak)      98

Michael Dell (CEO, Dell)      99

Scott Monty (Ford Motor Company)      99

Bill Gerth (Social Media Lead at Comcast)      100

The Biggest Content Difference (So Far) on Google+ for Business Users     100

Restaurant Owner     101

Community Manager/Developer     102

Online Store     103

Professional Speaker or Thought Leader     104

Writer, Photographer, and Artist     105

Posting to Build Connections     106

Value Your Audience’s Attention     106

Chapter 10: The “Warm” Sell     107

Attention Is a Gift     108

Make It About Them     108

Turn Self-Promotion into Appreciation     108

Don’t Waste Chances to Sell     109

The Warm Sell--Warming Up a Sale     109

Getting to Know You     110

The Difficult Sell     110

Affiliate Marketing and Google+     112

The Two-Tier Sale     113

A Power Move--Mention Your Competitor     114

If You’re Not Directly in Sales     115

Chapter 11: Growing an Audience     117

Quality over Quantity     118

Measuring the Size of Your Audience     118

Value Your Audience     119

What Interests Your Audience     120

What Community Means to People     121

Bring a Campfire     122

Connecting People Is Key     122

The Time in Between Is Important     123

You Are a Media Company     124

Make Your Buyer the Hero     124

Sailing the High C’s of Audience Building     124

Chapter 12: Sharing     127

The Value of Content Curation     128

Sharing as a Practice     130

Building Interest     131

You Are a Magazine Publisher     131

Commenting on What You Share     132

What Does Your Magazine Look Like?      133

Two Resources to Help with Your Sharing     133

A Sharing Workflow     134

Can Sharing Add Direct Business Value?      135

Chapter 13: Power Plays in Google+     137

John Herman: The Hangout Entertainer     138

Michael Dell: The Wide Open CEO     139

Muhammad Yunus: Changing the World     139

Mark Horvath: Handing Out Pizza, Socks, and Hope     140

Robert Scoble and Rackspace     142

My Power Plays     143

Chapter 14: Setting Up Your Business Page     147

The Look and Feel of the Business Pages     148

Rules for Business Pages     148

Coming Soon (or Already Here)      149

How Businesses Might Use These Pages     150

Interesting Business Pages of Note     151

The Corcoran Group: https://plus.google.com/106654503918907830147/posts     151

The Dallas Cowboys: https://plus.google.com/106281600940449244340/posts     152

Intel: https://plus.google.com/111660275132722215045/posts     152

Edelman Digital: https://plus.google.com/106069281351191490929/posts     153

Forbes: https://plus.google.com/116243183460563505245/posts     153

NASA: https://plus.google.com/102371865054310418159/posts     153

The Role of Your Business Page in Doing Business     154

A Robust Business Card     155

Chapter 15: Feeling Lucky?      157

Home Bases, Outposts, and Search     158

Social Signals     158

Shifting Sands     160

How People Come to Matter     161

Serving Suggestions for Using Google+ to Improve Your Search Results     162

Use Your Profile     163

Taking Full Advantage of Google+ to Help Your Business     163

Stay Organic     164

Chapter 16: Tactics     167

Searchability     168

Lead Generation     169

Informational Offerings     170

Lead Nurturing     171

Prospecting     171

Customer Service and Community Management     172

Direct Selling     173

Traffic Enhancement to Your Main Site     174

There’s More     175

Chapter 17: Recipes for Using Google+     177

How to Find More People to Circle on Google+     178

How to Be Ready for Business on Google+     179

Promoting Yourself and Your Business on Google+     182

Hangouts on Google+: The Best Opportunity You Rarely Take     184

How to Use Google+ for Sales     186

How to Set Up Your Local Business on Google+     187

How to Use a Google+ Business Page to Your Best Advantage     188

The Personal Versus Business Page Recipe     190

Are There More Recipes You Want?      191

Chapter 18: Next Steps     193

Starting Moves     194

Listening     195

Posting     196

Sharing     197

Video     198

Hangouts     199

Photos     200

Commenting     201

Business Pages     202

Some Final Thoughts     202

A Note About This Book     203

Appendix A: Interesting People to Circle on Google+     205

Additional Plus Starter Packs     207

Artists     207

Brands     207

Businesses     207

Celebs     207

Photographers     208

Other Sites and Resources to Check Out     208

Index     209

Purchase Info

ISBN-10: 0-13-311422-8

ISBN-13: 978-0-13-311422-5

Format: eBook (Watermarked)?

This eBook includes the following formats, accessible from your Account page after purchase:

ePubEPUBThe open industry format known for its reflowable content and usability on supported mobile devices.

MOBIMOBIThe eBook format compatible with the Amazon Kindle and Amazon Kindle applications.

Adobe ReaderPDFThe popular standard, used most often with the free Adobe® Reader® software.

This eBook requires no passwords or activation to read. We customize your eBook by discretely watermarking it with your name, making it uniquely yours.

Includes EPUB, MOBI, and PDF

$19.99 $15.99

Add to Cart