It’s been fun to watch how different brands interact with fans on their new Google+ pages.
And since we just started the circled.us page, I started following hundreds of different pages to get ideas on how to make our page more fun, informative, and interactive.
Here is a consolidated list of engagement tactics that I’m noticing across popular pages:
- Inviting fans into YouTube hangouts (or surprising fans by jumping into a fan’s hangout)
- Asking fans for their thoughts/advice
- Page admins introduce themselves, which helps show the personal side of the brand
- Hosting Quizes & Contests
- Posting important updates along with a picture (since pics often get +1s easier)
- Sharing pictures and photo galleries
- Sharing videos
- Building a community by talking with fans – not promoting themseleves
- Giving free access to articles usually requiring paid subscriptions (e.g. Boston Globe)
- +1 comments from fans that you like and respond back
This is just a preliminary list, and I will continually add to this page as I see more ways brands engage fans. Let me know of other engagement tactics here — and I’ll credit you for your contribution.
Here are examples of these engagement tactics by brand . . .
NASA started their first post by asking fans what they wanted to see – and quickly got 117 comments and +94 shares. NASA’s social media team read all the comments and summarized everything into 9 core requests. (Note: I love how some fans wanted more posts, and others wanted fewer posts. You can never please everyone.)
It’s rare to get this much interaction on the very first post — so don’t feel bad if you get no response initially. Only popular brands like NASA could pull off this type of response from a first post. NASA followed-up this post with an “Astronomy Picture of the Day” that received 1063 shares, +1553 +1s, and 141 comments. What a great way to start a successful brand page.
Gmail invited people to share a Hangout url so they could drop in and to talk with fans personally. Win!
Gmail conducted a multiple choice quiz, and people chose answers by clicking +1 buttons. Very creative use of the +1 button.
Intel encouraged everyone to visit their photos tab and leave a comment on the circle they belong in. A very creative way of utilizing photo galleries to categorize fans into categories.
The Muppets have had a lot of fun promoting their upcoming movie with a 17-minute hangout to meet the cast, posting pics with the muppets alongside celebrities like LeAnne Rimes, Carrie Underwood, and Sofia Vergara. They also posted a funny parody trailer of their movie. And since animated gifs and pics get a lot of +1s on Google+, they promoted their first hangout alongside a funny picture. That’s how to do a press release on Google+: post your message in a few sentences alongside a funny picture.
Google doesn’t really need to do much to engage fans, but they have been active in posting a variety of photo galleries to show what happens at Google offices. It’s a nice touch to see the personal side behind a big brand — and Google does this well by showing pictures of people and teams. Their pictures get shared and +1’d like crazy — especially great ones like this:
Pepsi talks with fans like a friend — and asks random questions to see what fans are thinking at the moment. Love that they are focused on getting to know fans — not just promoting themselves constantly.
Zagat started a Google+ restaurant page contest to excite restaurants about creating a great page in Google+. This is a great way to get into more circles, and
The Boston Globe shared in their first post that all articles linked on their Google+ page would be free to read without subscription. This is a great incentive to circle their page. They kept their promise, except on the first article they linked to about Zuckerberg visiting Harvard — which is still blocked.