XX Artists / Monks

Google Gemini (Social)

If there’s one thing that has grabbed our collective attention the past few years, it’s been the rapid progression of AI. It’s a technological/innovation game changer equal to the industrial revolution, the automobile, or the internet, but it’s evolving at a breakneck speed never witnessed in those previous periods. One year after the laughable Will Smith eating spaghetti video, we have realistic HD video clips being generated at the push of a button.

The rapid proliferation of AI (and in particular, Chat GPT) created two key challenges for Google:

1. Socializing the “how” and “why” of AI… Namely, what are AI’s tangible and relevant applications/benefits, how can one integrate AI into their daily life, and why should someone view AI positively (instead of fearfully)?

2. Driving awareness and trialing of Gemini (earning back market share from ChatGPT, and re-establishing Google as the relevant innovation leader in the tech space).

We solved these challenges through the development of a holistic social strategy alongside the launch and sustained content drumbeats of bespoke Google Gemini social channels.

(Each tailored to their unique platform and audience)

@GeminiApp — X (Twitter)

Our objective on X was to build a dedicated Gemini App destination to cultivate community, centralize conversation and foster advocacy with “AI Enthusiasts”.
Through a social and competitive audit our opportunities were outlined as:

1. Community & conversation thought-leader: Establish a space for community, conversation, and connectivity between Google and AI enthusiasts. Act as a trusted thought leader, educating and inspiring our audience.

2. Drive positive sentiment with community management and social listening: Build positive relationships and learn from our community (and adapt) in real time

3. Cultural connection: Infuse AI, tech, internet, and audience-specific cultural cues to optimize authenticity and relevance

From there we double-clicked into our who… Beginning with a broad-stroke definition of “AI Enthusiasts,” we analyzed X functionality, benefits, and community members and focused a targeted group of hardcore AI innovators/superusers and (semi)frequent AI users looking to further integrate the tech in their lives in innovative ways. With our audience focus, an outline of product superiority differentiators, and content focus on breaking news and updates supplemented by contextualized fast-follow posts and engagement opportunities, we were set to go.

Results

Guideded by social listening, and regular analytics reports the channel has continued to evolve and grow, with an average of 15-20% community growth and 10-15% growth in positive engagements, month-over-month. Showing that not only are we building our audience, but we’re developing a positive, passionate, and actively engaged Gemini/AI community.