NEW, FREE COMMUNICATION PLATFORM POSTS ON GOOGLE

Transcription

1 NEW, FREE COMMUNICATION PLATFORM POSTS ON GOOGLE MAY 23, 2018

2 With You Chris Adams Head of Research and Insights Miles Partnership Aditya Mahesh Posts on Google Product Manager Google

3 Guest Presenter Patrick Rodgers Content Director Miles Partnership

4 Thanks to:

5 City Nation Place Americas is the forum for place branding and place marketing for nations, regions, states and cities across the USA, Canada, Latin America and the Caribbean. 25% Discount To celebrate Miles Partnership being a Sponsor Partner, you can SAVE 25% off the delegate fee (applies to new bookings only). BOOK NOW and use code MILES25 citynationplace.com/americas

6 Open or close the control panel with the orange button. Choose to use computer audio or dial in by phone. How to participate Have a question? Ask it here. o In case of drop-off, use your link to rejoin the webinar. o A Q&A session will be held at the end of today s presentation, o Today s webinar is being recorded and will be made available for viewing later.

7 1. Introduction to Posts on Google 2. Best Practices and Tips For Posts on Google Agenda 3. Resources 4. Q&A

8 INTRODUCTION TO POSTS ON GOOGLE Aditya Mahesh, Posts on Google Product Manager

9 Cities on Google Aditya Mahesh

10 Many people are searching for cities on Google

11 Posts on Google allows you to showcase relevant content to these people

12

13 Image, Text, Link Video Gallery

14 Story Events Polls

15 75+ Cities

16 New York City, NY

17 Flu Shots Weekend Guide Snow Safety

18 Lafayette, LA

19 Local Businesses Local Events Local Sports

20 Charlotte, NC

21 Disaster Preparedness Public Transit Economic Growth

22 Austin, TX

23 New Years Celebration Austin Shakespeare City News Video

24 Cambridge, MA

25 City Services Traffic Voting

26 Santa Clara, CA

27 Upcoming Events Concerts Local Businesses

28 Oklahoma City, OK

29 City Council Hearing City Services Name a Park

30 Bermuda

31 World Rugby Classic Sports Event Food Truck Event

32 Rio de Janeiro

33 Weather Sports Events Traffic

34 Gold Coast

35 Sand Art Festival Surf Festival Aerial Video

36 Posting is quick and easy!

37 Request an account at goo.gl/atyu8i More details at posts.google.com

38 SPOTLIGHT SEGMENT POSTS ON GOOGLE Tips and Best Practices

39 Posts Content Distribution on SERPs

40 WHERE IS CONTENT VISIBLE? Triggered by destination-specific keywords Posts o o o Destination Name (some geographical limitations) Destination + State Destination + State Abbr.

41 WHAT IS POTENTIAL AUDIENCE SIZE? Visibility of content is driven by search volume Posts

42 POSTS.GOOGLE.COM/AUTHOR Startup Guide, FAQ and other tools are available directly within the platform.

43 POSTS.GOOGLE.COM/AUTHOR Managing users; adding access for other local agencies.

44 Examples of Content

45 EXAMPLES OF DESTINATION CONTENT ON POSTS Mixing colorful photos and information about upcoming festivals has broad appeal for both locals and visitors.

46 EXAMPLES OF DESTINATION CONTENT ON POSTS Event-specific content type generates stronger than average engagement. Access to thousands of additional eyeballs each week via the search results pages.

47 EXAMPLES OF DESTINATION CONTENT ON POSTS Polls provide a unique way for you to interact with users and gather their input on various topics.

48 EXAMPLES OF DESTINATION CONTENT ON POSTS Opportunities to increase visibility for video content directly within SERPs to generate incremental growth in views and website clicks.

49 EXAMPLES OF DESTINATION CONTENT ON POSTS Content Impressions: 22,002 Video Views: 123 Engagement Rate: 0.5% Post-Click Engagement (LP) Pageviews: 30 Time on Page: 6:36 (50% above avg) Bounce Rate: 53.6% (10% below avg) Results based on 7 days of organic visibility

50 ENGAGED AUDIENCE FROM POSTS An example of landing page data comparing inbound traffic sources. Not huge volume, but Posts is among highest for time on page and lowest bounce.

51 EXAMPLES OF DESTINATION CONTENT ON POSTS Keeping multiple posts live generates strongest number of views for destination content. Two posts live at a time seems optimal for view rates. There are diminishing returns beyond that because of limited visibility for the older content.

52 TIPS AND OPPORTUNITIES Polls, Events and GIFs (as content types) tend to produce the highest engagement from users. Keeping two Posts live at a time will maximize view rate for your content. More than two will reduce viewability of oldest post. Engagement varies widely by post and destination. We ve seen 0.04% 0.9% during the past month. Benchmarking at 0.1%. Use content that will grab people s attention: bright colors, higher saturation, etc. Searchers have destination intent, but represent a broad range of interests and informational needs.

53 Cross-Channel Performance Comparison

54 RICHMOND PICNICS BLOG POST A single piece of content posted (organically) to different platforms

55 RICHMOND SPRING EVENTS BLOG POST Posts offers significantly higher level of organic visibility, but lower natural amplification from audience. Post on Google Facebook Twitter Views 21,019 2,402 3,276 Clicks Shares N/A 14 6

56 RICHMOND SPRING EVENTS BLOG POST Posts drives more new visitors to the site and more engaged audience. Post on Google Facebook (Mobile) New Users 89% 73% 81% Facebook (Desktop) Bounce 81.6% 80.8% 87.5% Pages/Visit

57 RICHMOND PICNICS BLOG POST Post-click engagement is surprisingly strong. Average time on page for a user coming in from Posts was 3:16 (higher than average for other channels sending traffic to the page)

58 SONOMA COUNTY ITINERARY BLOG POST A single piece of content posted (organically) to different platforms

59 SONOMA COUNTY ITINERARY BLOG POST A different set of outcomes for visibility and engagement. Post on Google Facebook Twitter Views 4,286 7, Clicks Shares N/A 74 0 Search demand and posting behavior can impact visibility for content.

60 SONOMA COUNTY ITINERARY BLOG POST Stronger than average post-click engagement from audience 79.49% New users (13% > avg) 2.28 Pages/session (14.5% > avg) 3:51 Avg session (73% > avg) 43.59% Bounce (14% < avg)

61 ENGAGED AUDIENCE FROM POSTS Content quality remains a top factor in results. 100% New Users 3.69 Pages/Session 4:39 Avg. Session 30.77% Bounce

62 TIPS AND OPPORTUNITIES Space out posts so that pieces of content get at least 3-4 days in the lead position to maximize results. Post early in the week if you re promoting something the following weekend. We saw surprising levels of visibility Sun-Tues. Seasonally relevant content often generates higher engagement than evergreen content. Don t be afraid to use more text than will display, but be clear about subject matter above the fold so users can decide whether to engage. Use clear calls to action for hypertext links: Learn More etc.

63 Q&A milespartnership.com

64 Google is working with destinations & their industry partners to improve the accuracy & completeness of content across their travel products

65 Miles Expert Support Services for DMOs Miles has developed a set of paid support services for DMOs seeking expert advice and support in using these free tools and maximizing their results for their destination & industry partners. Miles support includes services in four areas: AUDIT & PLANNING CONTENT ACTIVATION EDUCATION & TRAINING IMPACT ASSESSMENT & ONGOING SUPPORT

66 NORTH, CENTRAL & SOUTH AMERICA & CARIBBEAN: KIM PALMER CONTACT US: INTRODUCE SERVICES ANSWER QUESTIONS NEEDS ASSESSMENT SCOPE OF WORK ASIA - PACIFIC & EUROPE CHRIS ADAMS or Chris.Adams@MilesPartnership.com CORPORATE: GOOGLE SERVICES: Miles Partnership LLLC Miles South Pacific Ltd

67 Posts on Google Webinar Resources The recording, slides and other resources will be available at

68 The State of the American Traveler: Technology Edition Research, slides and other resources will be available at

69 THANK YOU! NEW, FREE COMMUNICATION PLATFORM POSTS ON GOOGLE MAY 23, 2018