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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 valueTake advantage of deepening links between Google+ and Google SearchImplement today's most effective Google+ strategies and tacticsUse Google+ to drive more traffic to your main site and improve its searchability and discoveryShorten the buying cycle through better prospecting, lead generation, and nurturingBuild a vital Google+ community around your products, services, and peopleIntegrate Google+ into your current online/digital strategiesUse Google+ video and videoconferencing to deepen relationships, solve problems, and make salesOrganize contacts and interactions more effectively with Google+ CirclesCreate Google+ posts that draw attention and spark conversations
Contents
Introduction 1Chapter 1: How Did I Get Here? 3Why Is Google+ the Next Big Thing? 4Speculating on the Future 5Facebook Is Better. Twitter Is Better. LinkedIn Is for Business. 6My First Touch with Google+ 6This Sounds Like Other Social Networks 8Why Is Google+ So Interesting? 8The Sharing Culture Grows and Grows 9Another Social Network to Manage? Really? 10What Do People Do on Google+? 10Google+ Ghost Town: One for the Naysayers 12The Average Isn't All That It Seems 12What People Are Saying and What It Might Mean to You 13Why I'm Still Betting on Google+ 15Endnotes 18Chapter 2: The Opportunity of Google+ 19Where Google+ Fits in the Business Ecosystem 20Google+ Opportunities 21Preparing Yourself for Opportunity 23The Personal Touch and Personality 24Blending Business and Personal 25Start Early 26What You Can Accomplish with Google+ 26Opportunity Is What You Make of It 27Chapter 3: A Day in the Life 29My Personal Day in the Life of Google+ 30Interview with Scott Monty, Ford Motor Company 31Interview with Greg Pak, Comic Book Author and Screen Writer 32Interview with Jenny Cisney, Kodak's Chief Blogger 33Interview with Darren Rowse, Problogger 34Interview with Jacqueline Carly, Fitness Professional 36Some Partially Fictitious Day-in-the-Life-of Suggestions 37The Author 37The Real Estate Agent 38The Reporter 39The Sales Executive 39The Educator 40The Photographer 41The Business Executive 42Wrapping Up 43Chapter 4: Profiles and Examples of Google+ Business Users 45Mike Elgan--Media Maker 46Matt Dooley--Intercontinental Hotels 47Deepak Chopra--Spiritual Advisor 48Rick Bakas--Wine Personality 49Bill Gross--Serial Entrepreneur 49Jeremiah Owyang--Analyst, Altimeter 50What About a Brand Page Doing Something Interesting? 51Chapter 5: First Moves with Google+ 53Profiles Matter for Business 54Using Your Google+ Profile for Business 54Businesses Are Made of People 54Connections Before the Sale 55How You Appear to Others 56Your About Page: The Basics 60Start at the Top 61Your Profile Photo 61Editing Your Name 62Editing Your Tagline 62The Most Important Part of Your Profile: The Introduction 63Employment: A Useful Hack for You 64The Links Section 64Moving on from the Profile 65Chapter 6: Circles 67What Circling Means 68How Do I Know Who Is Circling Me Back? 68Reciprocal Follows 70Creating Circles and Naming Them 70Outbound Circles and Inbound Circles 71Sharing Circles 72Ordering Circles 72Who Should You Follow? 74Friendsurfing 74Do I Know You? 74Should You Circle Celebrities? 75More About Outbound Circles 75Circle Tricks 76Circles Aren't a One-Time Thing 77Wrapping Up 77Chapter 7: Posting in the Stream 79Google+ Isn't a Blog, and It's More Than Twitter 80Posting on Google+ 81The Sharing Options Under the Main Post Area 83Formatting Posted Text 84Posting Photos 85Posting Video 86Posting Place and Location Data 86Other Post Options 87Disabling Comments and Reshare 88The Importance of Sharing 88Chapter 8: Video, Hangouts, and More 91Adding Video to Google+ 92YouTube and Your Business 92Hangouts and Your Business 93Creating Video 95Chapter 9: A Simple Content Strategy 97How Others Approach Content Sharing 98Jennifer Cisney (Kodak) 98Michael Dell (CEO, Dell) 99Scott Monty (Ford Motor Company) 99Bill Gerth (Social Media Lead at Comcast) 100The Biggest Content Difference (So Far) on Google+ for Business Users 100Restaurant Owner 101Community Manager/Developer 102Online Store 103Professional Speaker or Thought Leader 104Writer, Photographer, and Artist 105Posting to Build Connections 106Value Your Audience's Attention 106Chapter 10: The "Warm" Sell 107Attention Is a Gift 108Make It About Them 108Turn Self-Promotion into Appreciation 108Don't Waste Chances to Sell 109The Warm Sell--Warming Up a Sale 109Getting to Know You 110The Difficult Sell 110Affiliate Marketing and Google+ 112The Two-Tier Sale 113A Power Move--Mention Your Competitor 114If You're Not Directly in Sales 115Chapter 11: Growing an Audience 117Quality over Quantity 118Measuring the Size of Your Audience 118Value Your Audience 119What Interests Your Audience 120What Community Means to People 121Bring a Campfire 122Connecting People Is Key 122The Time in Between Is Important 123You Are a Media Company 124Make Your Buyer the Hero 124Sailing the High C's of Audience Building 124Chapter 12: Sharing 127The Value of Content Curation 128Sharing as a Practice 130Building Interest 131You Are a Magazine Publisher 131Commenting on What You Share 132What Does Your Magazine Look Like? 133Two Resources to Help with Your Sharing 133A Sharing Workflow 134Can Sharing Add Direct Business Value? 135Chapter 13: Power Plays in Google+ 137John Herman: The Hangout Entertainer 138Michael Dell: The Wide Open CEO 139Muhammad Yunus: Changing the World 139Mark Horvath: Handing Out Pizza, Socks, and Hope 140Robert Scoble and Rackspace 142My Power Plays 143Chapter 14: Setting Up Your Business Page 147The Look and Feel of the Business Pages 148Rules for Business Pages 148Coming Soon (or Already Here) 149How Businesses Might Use These Pages 150Interesting Business Pages of Note 151The Corcoran Group: https://plus.google.com/106654503918907830147/posts 151The Dallas Cowboys: https://plus.google.com/106281600940449244340/posts 152Intel: https://plus.google.com/111660275132722215045/posts 152Edelman Digital: https://plus.google.com/106069281351191490929/posts 153Forbes: https://plus.google.com/116243183460563505245/posts 153NASA: https://plus.google.com/102371865054310418159/posts 153The Role of Your Business Page in Doing Business 154A Robust Business Card 155Chapter 15: Feeling Lucky? 157Home Bases, Outposts, and Search 158Social Signals 158Shifting Sands 160How People Come to Matter 161Serving Suggestions for Using Google+ to Improve Your Search Results 162Use Your Profile 163Taking Full Advantage of Google+ to Help Your Business 163Stay Organic 164Chapter 16: Tactics 167Searchability 168Lead Generation 169Informational Offerings 170Lead Nurturing 171Prospecting 171Customer Service and Community Management 172Direct Selling 173Traffic Enhancement to Your Main Site 174There's More 175Chapter 17: Recipes for Using Google+ 177How to Find More People to Circle on Google+ 178How to Be Ready for Business on Google+ 179Promoting Yourself and Your Business on Google+ 182Hangouts on Google+: The Best Opportunity You Rarely Take 184How to Use Google+ for Sales 186How to Set Up Your Local Business on Google+ 187How to Use a Google+ Business Page to Your Best Advantage 188The Personal Versus Business Page Recipe 190Are There More Recipes You Want? 191Chapter 18: Next Steps 193Starting Moves 194Listening 195Posting 196Sharing 197Video 198Hangouts 199Photos 200Commenting 201Business Pages 202Some Final Thoughts 202A Note About This Book 203Appendix A: Interesting People to Circle on Google+ 205Additional Plus Starter Packs 207Artists 207Brands 207Businesses 207Celebs 207Photographers 208Other Sites and Resources to Check Out 208Index 209
