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Posts tagged with Google+

Q&A: Scott Monty on Ford's social media strategy

Social media is a major part of Ford's continued evolution in digital and in many cases features some of its most groundbreaking work.  

Ford was the first automobile manufacturer to reveal a vehicle on Facebook, it was the first brand on Google+ and it runs perhaps one of the most uniquely enjoyable and surprising Vine accounts.

Last month I wrote about why Ford's social media strategy is so good, in which I discussed Ford's various social channels and how it expertly tailors its output and connects to each channel’s audience with the right content and tone of voice.

At the helm of this strategy is Scott Monty, Ford's global digital & multimedia communications manager. Within just a few years Scott has transformed the 110 year old car manufacturer into one of the most successful brands in digital and social.

I recently had the opportunity to interview Scott Monty for the blog and he had the following to say about Ford's social media strategy, the challenges the company faces and Ford's overall digital transformation.

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vans logos

How Vans uses social media: Instagram, Vine, Google+ and Twitter

My choices for highlighting brands which are acing social media right now – Converse, Marvel Comics, GoPro – may give you a small insight into my youth.

A youth spent skateboarding, reading comic books and performing dangerous stunts on camera. Only I didn’t really skateboard, I just hung out with friends who did. I didn’t really perform any dangerous stunts either. We just stayed up all night watching Jackass. I did read plenty of comic books though.

Perhaps this is why I follow so many brands like this on social media. They’re something to remind me of who I really am, or at least who I like to think I was when I was growing up. 

On the face of it, purchasing a pair of low-slung jeans and wearing a back-pack doesn’t necessarily mean any more than buying into a culture, but I make these choices because they go some way to define a part of me.

Vans does an excellent job in tapping into its own cultural heritage and providing a social experience that is in turns aspirational, inspirational and nostalgic. In a mututally beneficial exchange, the brand defines the community and the community defines the brand.

Here we’ll be taking a look at the best of Vans’ social media channels.

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How Disney uses social media: Vine, YouTube, Pinterest, Instagram and more

Although Disney has been enjoying a cultural and critical reappraisal for some time now, this year has seen a huge surge in its regard.

Frozen’s win in the Best Animated Feature category at the 2014 Oscars is surprisingly the first time the studio has ever won the award in its 13 year history. The critically well-received film is also about to overtake Toy Story 3 as the world’s highest grossing animated film ever. Things are looking up for the 91 year-old company. 

In terms of its online presence, according to data collected by Starcount, Disney was the second most popular brand in social media. The top spot was taken by Samsung, which I’ve already discussed in how Samsung owns social video

So how does Disney use its social channels to interact with its legions of loyal mousketeers? Is it merely through brand awareness, or is there more of a strategy than that?

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We're hanging on Google+

How brands are using Google+ to offer unique experiences to consumers

With Google+ celebrating its third anniversary in June this year, I have noticed a surge in brands getting busy and shifting their marketing attention toward this network.

1.15bn users are only the beginning of many possibilities that Google+ has to offer, especially if Google is planning something big this year.

But have they tapped all the potential in waking up its sleeping community?  

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Google+ logo

Google+ Hangouts: eight creative examples from global brands

It’s fair to say that Google+ has failed to capture the world’s imagination in the same way as Facebook and Twitter.

Many brands diligently update their pages on a daily basis yet see very few interactions in return, so maybe it’s time to try a different tack.

Hangouts is one of the few features that's unique to Google+ and offers brands an excellent way to communicate with their followers on a personal level.

This can be done simply by hosting Q&As with employees and brand ambassadors, or through more creative Hangouts such as product demos or shoppable fashion shows.

To give some inspiration for your own events I’ve rounded up eight creative examples of Google Hangouts. Read on to find out more, or for additional information on this topic read our post on how to setup a Hangout.

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marvel logo

How Marvel Comics uses Google+, Pinterest, Instagram and Twitter

Although founded in 1939 as Timely Comics, the modern version of Marvel Comics that all fanboys know and love today was launched in 1961. With Fantastic Four, Spider-man, Avengers and X-Men all first appearing on comic book pages in the first half of the 60s.

With the arrival of the digital age, the expectation was that this 75 year-old company, whose very business is completely ingrained in traditional print media, would just be left to wrinkle and brown like the early-90's Ghost Rider comics I have boxed away in my attic.

However this has been far from the fate of mighty Marvel! (I can get away with exclamation marks here because I’m writing about comic books).

Marvel has played a huge part in the push to build a bridge between print and digital content since mid 2012 by revolutionising the way comic books are consumed, through innovative app design and comprehensive online and offline access to its brand new and vintage comics.

Marvel has also shown incredible skill in rebuilding its own brand through expert content marketing and becoming a peerless heavyweight in the summer blockbuster market.

How does Marvel market its huge amount of content online? Through its many and varied social media channels each offering unique content, tailored to the respective platform.

Let’s take a look at how Marvel uses Google+, Pinterest, Instagram and Twitter to ‘make everyone’s Marvel’.

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converse logo

How Converse uses social media: Facebook, Pinterest, Google+, Vine, Instagram and Twitter

Converse operates the third most popular branded page on Facebook, with 39.6m fans and 76,000 people talking about the brand.

This is according to Socialbakers' Top 100 brands on social media. However, Converse doesn’t seem to chart on any of the other social media platforms.

Converse is a progressive brand with a long history of cool associations through sport, music, comic books and video games. Being purchased by Nike, an expert brand when it comes to social media, over a decade ago should have helped strengthen its social media strategy.

However Converse seems to be lacking in certain areas. Let’s take a look at the Converse Facebook page, followed by Google+, Instagram, Vine, Twitter and Pinterest.

5 comments
Google+ logo

10 interesting digital marketing stats we've seen this week

What's the greatest Valentine's Day gift a person could ask for? Why, it's a round up of digital marketing stats of course.

This week it includes click-and-collect, second screening, loyalty apps, Google+, UX testing and Facebook's relationship with TV.

And for more digital marketing stats, check out our Internet Statistics Compendium.

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google+ plus logo

Google+: just 35% of users are active

Google+ has achieved 1.15bn users, but only 35% of those use are active monthly.

These figures come from We Are Social, after analysing the growth trends for Google+ year on year, globally and locally.

Is this data a damning insight into the general malaise around Google+ or is this merely reflective of general social media sign up trends?

7 comments
Toy Joy toy shop in Austin, Texas, on Google Business Photos

The 10 coolest Google Business Views

Earlier this year, I was surprised to find this post on Indoor Google Maps was quite popular.

Maybe it was because lots of people weren’t aware of Indoor Google Maps. Maybe it was because we’re all quite nosy, fans of MTV Cribs and the old British favourite, Changing Rooms.

Well, I thought I’d collect some of the coolest examples of Google Business Photos, the indoor equivalent of Google Street View.

These are the weirdest, most wonderful and beautiful 360 degree interactive tours. They appear in Google searches, Google Maps, and Google+ Local.

Anyone can use Google Business Photos (and be successful with them) apart from legal establishments and museums (this imagery is supported through Google Art Project). Admittedly a few of my examples aren’t businesses.

Econsultancy London even got involved (though we’ve recently upped sticks).

So heck, why travel, why leave the house when you can experience all this from your desktop? Enjoy!

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How Cadbury took Google+ by storm

Cadbury UK certainly made a splash when it showed up as one of the early adopters of Google Plus.

Despite its near immediate success on the platform (the brand gained 1.2m followers in a matter of months) many others have been slow to get on board with the not-so-new social network.

I wanted to share with you how Cadbury has used the platform to take its content marketing strategy to the next level.

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Google+ Communities

Can Communities make me return to Google+?

When Google+ Communities was launched back in December 2012, it was at a time I was trying to be active on the network.

What better way of showing my support for a network we’re frequently being reminded not to neglect than by jumping on this new feature?

So I quickly and enthusiastically signed up to a handful of the raft of communities that were created that first week and even started my own. But, my participation in said communities lasted for about as long as my enthusiasm for Google+ itself, which is to say: not very long. 

In this post I am going to explore Google+ Communities from a fresh perspective, especially now that the feature has had just over a year to mature.

Is the feature enough to make me start using Plus again? And would I start recommending businesses invest their time there again?

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