Social Media Icon Awards: Google+ Use of Hangouts

Winner: Connect Marketing - Virtual Vision

Google+ Use of Hangouts_Connect MarketingSymantec approached Connect Marketing about creating a B2B social media campaign that would give customers access to content and information presented at the 2013 Symantec Vision annual company conference in Las Vegas and extend the life of this content – which represented a significant investment for the company – to those who were unable to attend due to travel restriction or budget.

The team knew that they needed to give users a feeling of being at the user’s conference even after the annual event concluded and share information about products, technologies and other initiatives shared during various panels and breakout sessions. This meant they needed a platform where customers who couldn’t attend the conference could receive the information presented in a personal and real-time manner where they could interact with subject matter experts.

Google+ Hangouts On Air were determined to be the most effective platform to give B2B customers the look and feel of what they would have experienced at the conference. The informal engagement model of Hangouts allowed users to attend the sessions without having to preregister or watch another webinar where there would be little interaction. Hangouts On Air also proved to be effective with the subject matter experts who were based in locations all over the world.

The Hangout On Air series started June 12, 2013 and ran through September 18, 2013; in addition to promoting to users, Connect Marketing was responsible for coordinating with the panel and producing the Hangouts each week. For each Hangout, there were two producers, one moderator, and a panel of experts, generally two to three product experts from Symantec.

In the campaign’s roughly four months, there were an estimated 12.5 million impressions about the events, according to Sysomos. In addition, there were 17,026 total social media interactions, which include video views, clicks to resources, likes, shares, retweets and comments across social platforms including LinkedIn, Facebook, Twitter, SlideShare, Google+, YouTube and Symantec Connect. The average impressions per hangout were 892,499, while the median social media interactions totaled 1,170. During the campaign the official Symantec Google+ page grew about 60% a

Honorable Mention:

 ·           Hilton Worldwide - DoubleTree by Hilton DTourist

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.