Brands go Google plus

As we all know by now, Google has finally unveiled the branded pages for Google+.

With these changes Google has finally allowed brands to integrate into it's "plus" social network. Whilst many will see this as a clear and direct competitor to Facebook Pages, it’s still very early days and Google+ needs a lot more functionality to fully compete with Facebook.

The Devil is in the details

For the most part business pages on Google+ look very similar to an individual page. Pages+ include:

Enhanced interface with photos and videos, a new +1 button, follower count and brand “posts”;

Icons and badges to gain followers;

Ability to recommend brands;

Use of circles to create customer segments and use of Hangouts – face to face chats;

In a nutshell:  Google claims that with +Pages they have provided further public segmentation at the same time bringing it closer with face to face chats.

In reality: we have already seen it on Facebook, which is now step ahead with eagerly awaited changes

No Vanity

Google has introduced “Direct Connect” system to keep brands from following masses of people without consent.

Basically it means that business pages will not be allowed to follow people unless they will go directly to the brand’s +Page. With +Pages, Google launch has brought these brands:

Pepsi, CNN, Fox News, the Muppets, the Dallas Cowboys, Toyota, Macy’s, X Games, WWE, Train, Barcelona Football Club and Save the Children.

Unclear future

One would be unwise if he would underestimate Google, but chances that Google might overtake Facebook are quite shallow. Still, +Pages, in case of success will have more advantages than Facebook.

Better search opportunities:

It would be crazy for search giant Google not to have search benefits for Google+ brand pages, whether it is a “certified check mark” callout (like on Twitter), a colored box around the listing, or possibly page-rank priority. Search benefits would likely be the strongest reason for brands to adopt a Google+ brand page.

More customization:

Looking at clean Google+ design we can predict that brands will be allowed to advertise on the whole page by choosing the right skin.

Better analytics:

It seems inevitable for Google to integrate Google Analytics into Google+ brand pages. More detailed information for you analysis.

The know-how:

Facebook’s successes and missteps offer invaluable lessons, giving Google second-mover advantage in creating a brand page. However, if Google+ brand pages turn out to be a replica of Facebook’s, the battle could be over before it’s begun.

Sum it all up

It is to no surprise that Google+ is trying to overcome or at least grab a certain share of Facebook's market. We have to keep in mind that Facebook, with little integration with Microsoft and Spotify that it has, faces all range of Google products.

Direct Connect has clear implications for both search budgets and advertising. It’s possible to see a day when the first stop after searching could be the Google+ business page as every interaction on Google+ makes the whole Google system smarter.

Finally, a key differentiator from Facebook is the current lack of Google+ advertising to monetize brand pages, i.e., there is no way to buy fans other than external display advertising and reliance on Google +’s search integration. However, given Google’s marketing acumen this may change soon.

Brands should ignore +Pages at their own peril as Google should never be underestimated in their ability to use their hefty bank account and dominance in search to dig in for a long-term battle with Facebook.