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Google+ for Business: How Google’s Social Network Changes Everything, Second Edition

Google+ for Business: How Google’s Social Network Changes Everything, Second Edition

by Chris Brogan
Publisher: Que
Release Date: October 2012
ISBN: 9780133114218
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Book Description

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 value

  • Take advantage of deepening links between Google+ and Google Search

  • Implement today’s most effective Google+ strategies and tactics

  • Use Google+ to drive more traffic to your main site and improve its searchability and discovery

  • Shorten the buying cycle through better prospecting, lead generation, and nurturing

  • Build a vital Google+ community around your products, services, and people

  • Integrate Google+ into your current online/digital strategies

  • Use Google+ video and videoconferencing to deepen relationships, solve problems, and make sales

  • Organize contacts and interactions more effectively with Google+ Circles

  • Create Google+ posts that draw attention and spark conversations

    •

    Table of Contents

    1. Title Page
    2. Copyright Page
    3. Contents at a Glance
    4. Table of Contents
    5. About the Author
    6. Dedication
    7. Acknowledgments
    8. We Want to Hear from You!
    9. Reader Services
    10. Introduction
    11. 1. How Did I Get Here?
      1. Why Is Google+ the Next Big Thing?
      2. Speculating on the Future
      3. Facebook Is Better. Twitter Is Better. LinkedIn Is for Business.
      4. My First Touch with Google+
      5. Why Is Google+ So Interesting?
      6. The Sharing Culture Grows and Grows
      7. Another Social Network to Manage? Really?
      8. What Do People Do on Google+?
      9. Google+ Ghost Town: One for the Naysayers
      10. Endnotes
    12. 2. The Opportunity of Google+
      1. Where Google+ Fits in the Business Ecosystem
      2. The Personal Touch and Personality
      3. What You Can Accomplish with Google+
      4. Opportunity Is What You Make of It
    13. 3. A Day in the Life
      1. My Personal Day in the Life of Google+
      2. Interview with Scott Monty, Ford Motor Company
      3. Interview with Greg Pak, Comic Book Author and Screen Writer
      4. Interview with Jenny Cisney, Kodak’s Chief Blogger
      5. Interview with Darren Rowse, Problogger
      6. Interview with Jacqueline Carly, Fitness Professional
      7. Some Partially Fictitious Day-in-the-Life-of Suggestions
    14. 4. Profiles and Examples of Google+ Business Users
      1. Mike Elgan—Media Maker
      2. Matt Dooley—Intercontinental Hotels
      3. Deepak Chopra—Spiritual Advisor
      4. Rick Bakas—Wine Personality
      5. Bill Gross—Serial Entrepreneur
      6. Jeremiah Owyang—Analyst, Altimeter
      7. What About a Brand Page Doing Something Interesting?
    15. 5. First Moves with Google+
      1. Profiles Matter for Business
      2. Using Your Google+ Profile for Business
      3. Businesses Are Made of People
      4. How You Appear to Others
      5. Your About Page: The Basics
      6. Start at the Top
      7. Moving on from the Profile
    16. 6. Circles
      1. What Circling Means
      2. How Do I Know Who Is Circling Me Back?
      3. Creating Circles and Naming Them
      4. Outbound Circles and Inbound Circles
      5. Sharing Circles
      6. Ordering Circles
      7. Who Should You Follow?
      8. More About Outbound Circles
      9. Circle Tricks
      10. Wrapping Up
    17. 7. Posting in the Stream
      1. Google+ Isn’t a Blog, and It’s More Than Twitter
      2. Posting on Google+
      3. The Importance of Sharing
    18. 8. Video, Hangouts, and More
      1. Adding Video to Google+
      2. YouTube and Your Business
      3. Hangouts and Your Business
      4. Creating Video
    19. 9. A Simple Content Strategy
      1. How Others Approach Content Sharing
      2. The Biggest Content Difference (So Far) on Google+ for Business Users
      3. Posting to Build Connections
      4. Value Your Audience’s Attention
    20. 10. The “Warm” Sell
      1. Attention Is a Gift
      2. Don’t Waste Chances to Sell
      3. A Power Move—Mention Your Competitor
      4. If You’re Not Directly in Sales
    21. 11. Growing an Audience
      1. Quality over Quantity
      2. Measuring the Size of Your Audience
      3. Value Your Audience
      4. Make Your Buyer the Hero
      5. Sailing the High C’s of Audience Building
    22. 12. Sharing
      1. The Value of Content Curation
      2. Sharing as a Practice
      3. Building Interest
      4. You Are a Magazine Publisher
      5. A Sharing Workflow
      6. Can Sharing Add Direct Business Value?
    23. 13. Power Plays in Google+
      1. John Herman: The Hangout Entertainer
      2. Michael Dell: The Wide Open CEO
      3. Muhammad Yunus: Changing the World
      4. Mark Horvath: Handing Out Pizza, Socks, and Hope
      5. Robert Scoble and Rackspace
      6. My Power Plays
    24. 14. Setting Up Your Business Page
      1. The Look and Feel of the Business Pages
      2. Rules for Business Pages
      3. Coming Soon (or Already Here)
      4. How Businesses Might Use These Pages
      5. Interesting Business Pages of Note
      6. The Role of Your Business Page in Doing Business
      7. A Robust Business Card
    25. 15. Feeling Lucky?
      1. Home Bases, Outposts, and Search
      2. How People Come to Matter
      3. Serving Suggestions for Using Google+ to Improve Your Search Results
      4. Use Your Profile
      5. Taking Full Advantage of Google+ to Help Your Business
      6. Stay Organic
    26. 16. Tactics
      1. Searchability
      2. Lead Generation
      3. Informational Offerings
      4. Lead Nurturing
      5. Prospecting
      6. Customer Service and Community Management
      7. Direct Selling
      8. Traffic Enhancement to Your Main Site
      9. There’s More
    27. 17. Recipes for Using Google+
      1. How to Find More People to Circle on Google+
      2. How to Be Ready for Business on Google+
      3. Promoting Yourself and Your Business on Google+
      4. Hangouts on Google+: The Best Opportunity You Rarely Take
      5. How to Use Google+ for Sales
      6. How to Set Up Your Local Business on Google+
      7. How to Use a Google+ Business Page to Your Best Advantage
      8. The Personal Versus Business Page Recipe
      9. Are There More Recipes You Want?
    28. 18. Next Steps
      1. Starting Moves
      2. Listening
      3. Posting
      4. Business Pages
      5. Some Final Thoughts
      6. A Note About This Book
    29. A. Interesting People to Circle on Google+
      1. Additional Plus Starter Packs
    30. Index
    31. Add Pages