Google+ Just Trumped Facebook and Twitter with +Post Ads

The dilemma (and some would say inevitable crisis) in Facebook’s business model has always been how you monetize social interaction. No problem pre-IPO when the growth of the network was bankrolled by investors with deep pockets; all Zuckerberg had to concentrate on was ‘making something cool’ where people could hang out and build relationships.

But, in my view, how you generate revenue from this interaction without undermining the ‘values’ that sucked users in, was always a pretty big elephant in the corner of the room. It’s like going to a business networking event and butting into people’s conversations to dish out your sales leaflets.

People are resistant to advertising in social media, full stop. It’s not what they are there for. Google+ has possibly found a way out of the dilemma with the piloting of +Post Ads. If you missed the news which was broken here https://plus.google.com/+EranArkin/posts/AL3u1z3A82o on Monday you can read some further commentary over at SearchEngineLand: http://goo.gl/9r4tf4 or Mashable: http://goo.gl/p9U3ZZ.  The concept is straightforward and ingenious; brands will be able to pay to place Google+ posts and conversations throughout the vast Google Display Network. Instead of seeing the usual banner advertisements or text ads, users browsing relevant websites will see the Google+ post and the associated interactions.

How significant is this?

Just think of the potential wins for a brand: a Google+ page free of adverts while being able to capitalise on the vast reach of Google's Ad Network. Add to this the tacit endorsement of people publicly joining the conversation.

The trial performed with +Toyota USA  gives us a glimpse of the potential.  Using Hangout technology they created an interactive environment that allowed consumers and their networks to design their own vehicle. The reach went way beyond Toyota’s own Google+ following, while keeping its social media channels free of promoted posts and adverts.

This is possibly the most fundamental shift we have seen in social media marketing.

Where does this leave Facebook and Twitter?

Now compare this with what’s happening on the other major social media channels (https://plus.google.com/107499215004519214139/posts/UBfgsJoufcC via +Mike Allton ). There are increasing rumblings of discontent from brands using Facebook that seem to be experiencing decreasing numbers of followers who are automatically shown their updates. The only way to get anything like the reach they used to is to pay for promoted posts. And there’s a fear that promoted posts will turn off followers. There’s potentially a deadly spiral of decline emerging that is causing brands some serious concerns.

A smart approach

This is why Google’s approach is so smart. A ‘clean’ social media channel while taking their social marketing to a massive audience. It helps that the Toyota example is so well executed; it’s a strong piece of social marketing in its own right. It does also allow Google to advertise Google+ across its own network of AdSense sites, while earning money in the process.  There isn’t many business models that work quite as well as this!

If +Post Ads take off in the way I think they will, that will be the challenge: strong content that creates positive and enthusiastic interaction. It has to be much more than pushing routine social media updates out through the Google Display network. But I see exciting times ahead for the brands that get it right.

Further GPlus Reading

+martin shervington ‘s “Getting your Google+ Brand Page ready for +Post Ads! “https://plus.google.com/114918475211209783081/posts/6d2TcBiRXS1

+Eli Fennell s “+Post Ads: Social Advertising Done Right” https://plus.google.com/+EliFennell/posts/ezHKYQwbzg5

+Sean Murray ’s “Google Discovers Clever Way to Advertise Google+”  https://plus.google.com/109189137968513076451/posts/KH3uEgFYrTz

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