The words of Google's senior vice president for Social, Vic Gundotra, sound good. But what the heck do they mean? What does a "social layer" look and feel like?
From an advertiser's perspective, a Google+ post can be instantly transformed into an ad that runs on Google's Display Network, which is currently deployed on about two million web sites. But from the public's perspective, an ad they see on some arbitrary site on the Internet is transformed into a Google+ post when you click it.
The post can include a picture, video or even a video hangout where prospective customers can watch a live interactive video chat session.
To me, the most fascinating behavior of +Post ads is that clicking on the ad doesn't take you to Google+. It just opens the Google+ post's conversation hovering in space over the page you were on. The +Post ad system uses a "lightbox" metaphor, where the page becomes a darkened background for the post, which zooms front and center. Users can see the whole post and read comments or add a comment of their own. When they close the post, they’re returned to the web page they started on.
The ads work on mobile devices, too.
The last words in Google's promotional video for the service is from an advertising partner who says +Post Ads "makes the entire web our social platform."
Yeah: Google could say the same thing.
Why +Post ads are unique and radical
Every marketing department is hearing that they need social networks and social engagement. So the solution to that is to build, say, a "Page" on Facebook or some other social network and treat it like a honeypot. The trick is to use engagement and other ads to lure potential customers away from whatever it is they're doing online and come to the social network in order to see and interact with the marketing content there.
First advertisers need an ad to get people to the social network page. Then they need an ad on the social network to get people to buy the product. Advertisers have to persuade twice.
Google's +Post ads reduce the number of persuasions by half. Instead of buying ads to lure people to the social posts, the social post itself is the ad. There's no need for brands to convince people to come to their social pages.
This idea of sprinkling the social network all over the Internet, in fact, is what Google has being doing for more than two years.
The old ‘social layer’ was limited to Google sites
Using Google Search these days involves using Google+, but without going to the Google+ site. A regular search is just like searching both Google and Google+ at the same time. Google's integration shows you both public and private results, as well as hashtag and profile results, depending on the nature of the search.
The recent integration of some Google+ features into YouTube is another scattering of social benefits to the larger Internet. If you post a simple comment on YouTube now, that comment becomes a public post on Google+, with the commented-upon video appearing with it in the post. (Google+ posting can be turn off with a click.) To make a public post on Google+ (or Facebook or any other social network) is to share your thoughts and invite comments about it. Now that benefit is available from YouTube without actually explicitly visiting Google+.
Gmail is similar. If you get email from someone who originated the message in Google+, you can respond and engage with comments and plus-ones from inside the message in Gmail. You're using Google+ without being at the site.
When you click on a business in Google Maps, and choose to "Write a review," you're really creating a Google+ post. It lives in both Google Local, which is a feature of Google+, and also in your profile (where all your reviews are collected).
When you see birthday reminders and other content in Google Now, you're actually using Google+ without going to the Google+ site.