An updated POV on Google+ (specifically for purposes of Identifying new brand opportunities) that I wrote for SS+K (the agency I work at) nearly 2 months after launch.

1. An update on Google+ for Brands
September 12, 2011
Overview
Now that Google+ is nearly two months old, we wanted to provide an update on how
Google’s ambitious new social project is doing, what new features + functionality have
been added to the product since launch, and how these new elements impact the outlook for brands.
Despite entering a competitive landscape, Google+ has received intense attention from Google users,
media and brands. In just a few shorts weeks over 25 million people have been estimated to have tried
out the network. Google has met the enthusiasm with a barrage of developments that hint to the
potential of Google+ moving forward.
A more powerful +1 button for publishers
When initially launched, Google’s +1 button for publishers had an ambiguous purpose. Consumers
clicking the button could potentially improve a site’s search ranking, but there was no direct
connection to Google+. Now when users click the +1 button they will not only affect the page-rank
of the site, but will also have the opportunity to share the web-page directly to their Google+ stream.
Google+ users will also see which of their friends have clicked a +1 button right next to the button
on sites. The behavior will be very similar to clicking the Facebook ‘like’ button, both in it’s on-site
representation and by displaying a photo and descriptive text snippet in a user’s feed. This will give
users much more reason to click +1 buttons on content around the web.
Considering both the SEO and social amplification power of the new +1 button, all brands and
publishers should be preparing to include +1 buttons on their sites prominently. There are a few
steps website managers need to take to maximize the benefit:
● Update the +1 button code on their sites to display the in-line social graph info
● Include the proper HTML mark-up on your web-pages to specify which pictures and copy are
auto-generated when users share to Google+ from the +1 button on your site
Extended reach through massive Gmail community
When Google+ launched many people were surprised to find that it had no connection to Gmail.
Now, however, Google has taken the first steps towards integrating with the popular email client by
integrating Google+ updates into the new Gmail people widget. When looking at an email in Gmail,
your contacts most recent public Google+ post will be visible in the sidebar along with their other
profile information. This extends the reach of Google+ status updates way beyond the Google+ user-
base out to the millions of people who use Gmail daily, making Google+ content sharing much more
attractive to brands.
A more social YouTube experience with Google+ Hangouts
From the beginning, Google+ users have been able to load YouTube videos inside Hangouts (group
video chats). Additionally, now when watching a video on YouTube users are invited to launch
the video inside a Google+ Hangout to share the viewing experience with up to 10 friends. Like
the Gmail integration, this exposure on one of Google’s most popular properties will help boost
awareness of Google+. This is also a potentially valuable Call-To-Action for brands to promote on
their YouTube channels: not just to watch a brand spot, but to invite friends to watch, enjoy and
discuss along with one another.

2. Increased time spent inside Google+ through games
Google+’s biggest advancement so far may be the launch of Google+ Games. The games platform
is very similar to Facebook’s, focusing on casual social games like Bejeweled that challenge friends
to beat each other’s high scores and more. Google noticeably kept games alerts from infiltrating the
regular Google+ feed; rather it’s information streams are kept on a separate feed users see when
playing games. While less integrated, games will still ensure that users spend more time inside
Google+ and return to the network more often. They could also be a potential way for brands to offer
engaging experiences to users, once the developer platform is opened to all.
But official brand accounts are still missing (for the most part)
The most notable development about Google+ so far, though, may be that Google still hasn’t made
any announcements about how brands will exist on the network. Google has actually gone out
of their way to remove brand pages that pop up, or work with brands to transition their pages to a
representative employee. So far the only hint that brand pages are coming soon, besides Google’s
continuous promise, has been the launch of the Ford Motor Company test account. Ford notes that
the profile is an early test of Google+ business accounts, and is experimenting with a number of
Google+ features like Hangouts. Despite the early access Ford doesn’t appear to have any special
features or functionality on their page yet. However, many additions like Google Analytics and
advertising integration are expected to come, and may already exist on the back-end. Google will
presumably also look at adding other features like brand directories, enterprise level moderation
tools, integration with Google Places and more.
One last new Google+ feature that could be related to Google’s plans for businesses is the addition
of “verified name” tags. Though the certification process is unclear, Google has begun tagging
profiles of some celebrities (such as actress Alyssa Milano) and media personalities with a “verified
name” designation. This certification could be used in the future to make sure users know which
brand profiles are official, for trust and privacy purposes.
Conclusion
Though Google+ is boasting some big usage numbers so far, it’s important to remember that we are
still in the very early days for the fledgling network. As Google continues integrating Google+ into its
other properties and release new functionality we expect both Google+ and the other products to benefit
from cross-promotion and powerful social functionality. It’s also important to note, however, that the
competition is not standing still. Facebook just recently announced new privacy features that replicate
Google+ circle functionality, and Twitter is quickly making photo sharing a bigger part of its web product.
Social media is evolving faster than ever right now, and brands need to continue to pay attention closely
to developments to identify the best ways to provide value and engage with their audiences.