Tags: G+, Google, Google Plus, Googleplus, Sports Marketing
When G+ came along last summer, I was admittedly excited (with a dash of GoogleWave skepticism). It was fun trying to get and then giving out invites and there was a lot of anticipation about what the platform would offer. Then we all got on and played around with it. Posts and conversations soon focused on “Is there anything happening here?”, and then people maybe checked back once a week or so – if that.
Behind the scenes, G+ wasn’t ready for brands and shut down any Profiles that were brands. It was a bit of a gong show, but it did build anticipation for what the Brand Page experience would be like.
So – here’s my take on sports teams on G+…
First off, I would have (and recommend) to hold off for now. There’s no rush here.
Don’t get me wrong – a big part of me is excited to get teams busy here and the tech-side of me is keen to do it. But remember – this is a Marketing initiative. Why are teams on Facebook? Because their fans are on Facebook. I’m not sure the same is true of G+ with numerous articles (here’s a good one) that have my wonder if G+ is really the right market at this point in time.
Yes, building a G+ Page is cool – but is it smart marketing?
Another big factor with G+ is how it affects search. It seems obvious that Brands with a G+ page will rank higher in Google searches. But consider that from a sports team perspective – is ranking your team site, which has corporate partners invested in it, lower than a social networking site really a good idea?
Given the heavy load of content production, customer service and good old engagement required from a small digital staff, is layering on another social network from the ground up a wise investment of time?
I see less and less of teams actually using social media in a social way. There is increasingly less interaction with the Brand. Teams need to think fans first with Facebook and respond to their comments, answer questions, thank them for their photos. Teams on Twitter should be spending as much as 2/3rds of their tweets on @replys to fans.
Simply using social channels to drop links to your team site is not the point here. These are social networks.
Don’t forget how we got here in the first place.
Tags: Entities, Google, Google Plus, Sports Brands
The long answer is a set of questions/thinking designed to get you to “Yes”. Here’s how I see it:
First things first – The Brand profile (called “Entities”) for G+ has not been openly released yet so we don’t know what the Brand experience entails. It’s tough to say how much this will matter to teams in the NHL, NFL, and NBA (should there be a 2011/12 season). MLB will have the luxury of seeing how other leagues and teams tackle Google+ first.
At the very least, G+ matters because of it’s size – 3 weeks after launch, it reached 20M+ users. It took Facebook and Twitter well over 700 days to do that (more details by clicking here); therefore, your fans are already there – they are likely eager to see what kinds of things you have in store on G+ for them. I’d think the path forward would entail a pretty rapid uptake on most sports brands in terms of “Fans, Followers or Likers”. This brings another question - is this a redundant market? Are these your same fans from Facebook? Hmm – probably a lot of them… so what does that mean?
- Do you have resources/bandwidth available to take on the task?
- Do you have a strong presence in other social media platforms?
- Can you provide original content to make the experience worthwhile?
- Can you determine what Google+ does for you that Facebook doesn’t?
- Do you want to be viewed as “innovative” or are you really innovative?
What do you think? Is Google+ on your agenda?
It should be, even if you don’t intend to be there – you need to determine exactly what you are passing up.
P.S. Here is my G+ profile.