The most successful post on Google Plus

10
 
The most successful post on Google Plus

Want to see how to use Google+ to spread ideas?

Here is the best example we've seen to get incredible engagement.
As you can see from the images, this is all about the birth of Prince George.
But the real point is how Google used this event to leverage the event into a powerful campaign.

Firstly...

As you can see from the design of the image - classy and simple - with all the key information to announce the arrival.

Royal card

Next, the post itself

The message on the post has a simple instruction explaining the basic concept to be in on 'the card'.
If you were in any doubt the hashtag will also strike home as to the nature of this post.

But look at the result: 15,000 shares (which seems to be cap) and 39318 +1s.
Which is the highest to date for both in the Plus.

Royal baby 2

Google Ripples

For those in the know on such things, here is a glimpse of the ripples.
You can find them here too.

The large image gives you an idea of the array of shares; the smaller image shows the intensity of nodes.

Royal ripples

How did they get such engagement?

Let's break it down a little:

1. 'Join us in marking (marketing?) this historic occasion' - this is the Level 1 response - and a plus one and have your name on the card. Easy peasy.

2. 'Reshare this post' and not only your name and image will appear, but  - this is the Level 2 response - you can also write a message on the card through the simple act of typing it when you reshare. This is seriously clever.

There is then a deadline on the entry, just to contain it and encourage action now.

3. 'Need to have added your picture to your profile' - this is an additional bonus  (beyond engagement) to Google as it encourages people to get more involved in Google+ and not just keep the picture of their cat or have a bluehead showing.

Royal baby 3

What can you learn from this?

If you are running a campaign on Google+ then all you need is to find a Royal British baby and repeat the process, right?
So, it is not that easy - you are not Google and you don't have a stock of newly born Princes. What you do have, however, is a set of principles that you can emulate by creating something that brings people together around the theme of an event, make people 'feel included'; if you are going to give people options, keep them simple; and give it a deadline.

One word of caution: if you have multiple calls to action, you are risking none being taken. Usually one strong call to action will be best, but in this case we are seeing a great response from am alternative approach.

To plan or not to plan...

There is another element I will throw into the mix too.
Check out the ripples again and you will see 'Clarence House' shared the post. When you look further, with around 200,000 +1s on the Page you can see it is well established on Google+.

Option 1

This campaign, with associated communication between the parties, was planned together.

Option 2

An alternative, however, is that Clarence House first posted the image (which they did) and then Google UK quickly put on the campaign. Whichever way, it worked; and if it was my campaign I would have done a 'teaser' release first too (i.e. the pre-release of a post by Clarence House, with more details).

So, what can you learn?  Simple -
1. Planning, networking and coordination really matters.

2. Alternatively, being opportunistic is what counts!

More on campaigns...

I'll be posting more on planning campaigns and using Google Circles to seed ideas to people who will relate, but for now know that on Google+, if you do it right, your posts and campaigns can be wonderfully regal too!

 

 
About Martin Shervington

Speaker, Consultant, Author, Professional Coach, Marketing Psychologist.

Find Martin on Facebook, Google+, and Twitter.