The Economic Times
English EditionEnglish Editionहिन्दी
| E-Paper
Search
+

    Brands like ITC & T-Series taking baby steps on Google+ to explore efficacy

    Synopsis

    When Google Plus (G+) was launched in June 2011, it was the search engine giant's biggest gambit to take on Facebook in the thriving space of social networking.

    MUMBAI: When Google Plus (G+) was launched in June 2011, it was the search engine giant's biggest gambit to take on Facebook in the thriving space of social networking. Although in past one year G+ hasn't find the same success it had wished against Facebook, yet it's taking strides to challenge the supremacy of Facebook with new strategy to leverage Google's multi-platform network.

    In a recent regulatory filing by Facebook, it pegs its current user base at a little over 900 million, of which some 526 million were 'daily active users' in March. Usurprisingly, the brands of all hues are falling over each other to be 'liked' on the world's largest online social network.

    And G+ is trying to get a piece from that pie-the G+ team in India is actively pitching to marketers and advertisers to attract traffic-as Ryan Hayward, product marketing manager for G+ in the Asia-Pacific region says, the team is in no hurry to notch up numbers. "G+ has only been launched less than a year ago, and we are taking a close look to see what could be the best way to take G+ forward," says Hayward.

    The good news for Google is that India is the country where G+ has the second-largest following, after the United States. According to Factbrowser.com, a website monitoring blog, some 2.8 million Indians are on G+.

    Brands, for their part, have begun testing the G+ medium. Tobacco giant ITC and entertainment company T-Series are among the early adopters. ITC's personal care brand Fiama Di Wills recently launched a website using the Hangout feature of G+. The Hangout was hosted by a motley mix of actors, designers, admen and VJs.

    "Innovation is at the core of all initiatives from Fiama Di Wills, be it unique product offerings or experiential consumer engagement. G+ was an exciting way to launch a website," says Nilanjan Mukherjee, marketing head, personal care products, ITC Limited. Within two hours of the activity, ITC claims Fiama Di Wills Men had 130 tweets by opinion leaders and more than 65,000 video views on the Fiama Di Wills Men brand channel on YouTube (which, in case you don't know, is part of the Google bouquet).

    Along with brands, entrepreneurs too are figuring out ways to leverage G+. Consider Archana Doshi from Bengaluru, a software engineer who quit work to raise her family. Doshi has been on Facebook and Twitter for some time now, and says when G+ was launched she was among the first to set up her page. Doshi uses the Hangout feature of G+ to conduct cooking classes; enquiries are pouring in from across the globe, she adds.

    "Thanks to G+ I am able to take my recipes to people across the world. Also as G+ is by invitation only, people who want to join my classes will have to be invited into my circle and that can be controlled," explains Doshi.
     

    And it's not just cooking classes that are helping Doshi make money. A company that manufactures kitchen aids has also approached Doshi to tie up with her G+ page to reach out to prospects.

    Analyzing the platform's efficacy, Asheesh Raina, principal research analyst, Gartner says: "Google didn't have a tool that corporates could use; but G+ has given them that. Couple this with the existing search, video, photo and mail capability, there is no reason for a customer to switch off from Google," he says. Adds Hayward of G+: "Our vision is to make all Google products talk to each other and to be able to use the strengths of each other. You will see that happen in the next three months. Search, mobile, desktop, advertising, etc will all become better with G+," he says.

    Also Read

    The Economic Times