A recent study from Searchmetrics revealed that the growth rate of Google+ shares was approximately 18.5% per month, almost double that of Facebook (9.3%). Even though Facebook remains the primary social platform among users, the growing influence of Google+ cannot be understated.
At the heart of the B2B organizations’ Google+ strategy is their Google+ business page. Even though the execution of Google+ initiatives are still in their infancy for B2B marketers, there are good examples available.
Here are 15 examples of B2B Google+ Pages we found and a brief outline of why they stand out ahead of the competition. Have a suggestion for one we missed? Make sure to let us know either via comments below or on our own Google+ page!
Cisco Systems
Cisco Systems has been widely regarded for their Facebook page and broader social media strategy, but they are beginning to do a solid job with Google+ as well.
Google+ Page: https://plus.google.com/u/0/+CiscoSystems/about
Why It’s Good: Cisco keeps a steady stream of updates in place, sharing video and infographics as well as traditional posts and announcements. They consistently use hashtags, images and photographs in their updates.
Standout Tactic(s): Crisp cover image & use of hashtags in updates (example).
The Economist
There are several business oriented publications on Google+ but with over 4 million profiles following, The Economist leads the pack by a healthy margin. The Wall Street Journal appears to be a distant with just over 2.3 million.
Google+ Page: https://plus.google.com/+TheEconomist/about
Why It’s Good: The Economist does a good job utilizing ever changing cover photos and always incorporating updates with photography and graphics. The cross-reference to their YouTube channel is also important.
Standout Tactic(s): Shifting cover images on a regular basis based on current events and news updates.
General Electric
Google+ Page: https://plus.google.com/+GE/about
Why It’s Good: I really like GE’s use of dynamic photographs showcasing GE technology and development. They also use hashtags where appropriate and custom images with information and animation in certain circumstances. That said, even though their animated cover photo is eye catching, it can take a while to load initially.
Standout Tactic(s): GE’s use of graphics – traditional and animated – is exemplary (example)>
Google Analytics
It would be a bit eyebrow raising if we didn’t have at least one Google-related page in this list but I actually think Google does a good job in at least three business oriented pages. Here is the first of three.
Google+ Page: https://plus.google.com/+GoogleAnalytics/about
Why It’s Good: Google Analytics does a great job in using their page for showcasing tutorials, case studies, and platform resources through traditional links, graphics, video presentations, and most importantly: Google Hangouts. The page’s interaction rates (thumbs up and comments) show that their content resonates well with the target audience following their page.
Standout Tactic(s): Usage of Google Hangouts for tutorials and events (example).
Google Drive
Google+ Page: https://plus.google.com/+GoogleDrive/about
Why It’s Good: Like Google Analytics page, Google Drive effectively mixes tutorials and general interest updates to create an informative and visually appearing stream of information for it’s user base.
Standout Tactic(s): Integration of visual and informative updates. Each one is worth reviewing as a potential model for update quality (example).
Google+ for Business
Google+ Page: https://plus.google.com/+GoogleBusiness/about
Why It’s Good: Google+ for Business is worthwhile to follow regardless, based on the fact that they regularly share tips and ideas for enhancing the Google+ page and using functionality specific to business.
Standout Tactic(s): There is no single tactic or reference that stands out here. Like the other two Google-specific pages, the entire experience appears to be well rendered and well received by applicable audiences (example).
Hewlett Packard
Google+ Page: https://plus.google.com/+HP/about
Why It’s Good: HP is another example of a B2B organization using hashtags, photos, and Google Hangouts successfully on Google+.
Standout Tactic(s): This particular hangout is a good example of what a B2B organization can do using G+ Hangouts with their page.
Hubspot
Google+ Page: https://plus.google.com/u/0/+hubspot/about
Why It’s Good: The first thing that caught my attention when viewing Hubspot’s Google+ page was their creative use of the cover photo to promote their upcoming Inbound 2013 conference later this summer. They also effectively connect YouTube, photos, graphics, and traditional updates into their Google+ page.
Standout Tactic(s): Leveraging the cover photo as a way to cross-promote organizational events and initiatives.
Google+ Page: https://plus.google.com/u/0/+LinkedIn/about
Why It’s Good: LinkedIn’s cover photo stood out to me first but they also do an effective job covering LinkedIn updates, information, and resources for using their platform with video, links, and graphics.
Standout Tactic(s): Their cover photo is incredibly professional and well aligned (literally and conceptually).
MediaTemple
Featuring the smallest following of the examples listed in this post, MediaTemple is a good example of how B2B technology / software vendors can specifically do more in the Google+ platform.
Google+ Page: https://plus.google.com/+mediatemple/about
Why It’s Good: MediaTemple had another cover photo that I really liked but what is really important is how the organization mixes company updates and tutorials with third party resources and information targeted at site owners and site administrators. Their updates range from informational to visual to humor in a very effective manner.
Standout Tactic(s): MediaTemple’s effective mix of third party and company-specific updates (examples here and here).
Moz
Google+ Page: https://plus.google.com/u/0/+SEOmoz/about
Why It’s Good: Another good example of consistent updates that use cross-links, images, and text to catch reader eye. Moz techniques for cross-linking site assets are worth reviewing in particular.
Standout Tactic(s): Moz’s collection of White Board Friday videos in one logical location.
SAP
Google+ Page: https://plus.google.com/u/0/+SAP/about
Why It’s Good: A subtle and effective mix of video, graphics, and text updates shared regularly but not as frequently as some of the other pages in this list.
Standout Tactic(s): SAP’s use of the cover photo real estate to create a vibrant image subtly mixed with marketing communication (that you have to purposely scroll up through to see).
Search Engine Land
Google+ Page: https://plus.google.com/u/0/+SearchEngineLand/about
Why It’s Good: 500K+ followers on Search Engine Land’s Google+ page tell part of the story of the type of audience that is active in this social network but regardless, SEL is simply another company effectively mixing updates, images, and video (including their YouTube channel). Their cover photo is pretty awesome as well.
Standout Tactic(s): I don’t necessarily believe a specific tactic stands out in this page either but it is the blend of consistently effective updates and information that makes this page successful (examples here and here).
VMware
Google+ Page: https://plus.google.com/u/0/+vmware/about
Why It’s Good: Both VMware and EMC are good examples of enterprise technology companies using social media in general (I personally think VMware is a little more advanced). They have a good mix of company updates fostered by solid internal development and education in social media across platforms.
Standout Tactic(s): High quality video content (example) but VMware could do a better job at cross-referencing their YouTube channel.
World Economic Forum
Google+ Page: https://plus.google.com/113290433800047414047/about
Why It’s Good: A good example of a business organization communicating their message through a series of well rounded updates that include graphics, video, and cross-links.
Standout Tactic(s): Like others above, no single tactic stands out but here are some examples of well developed individual updates (here and here)
