Google gave the world something it didn't want with the launch of its social network, Google+. The last thing the social media population at large wanted was yet ONE MORE social network to manage and visit. So explain how this social network that no one seemingly wanted saw a 55% percent increase in traffic in the month of December, and now has more than 62 million users.
This is a classic example of how listening to your customers can actually be the worst business decision you can make. Any market research Google conducted likely told them that people didn't want yet another social network. But that didn't matter.
Google, without a successful social network component to its platform, would quickly become irrelevant. It couldn't reach a deal with Twitter to include the popular social network's data in Google search results, and Facebook was already in a deep relationship with Google's core search competitor, Microsoft. This left the search giant in between a rock and digital hard place. It had only one choice. Ignore the desires of the internet-using population, and invest millions into building its very own social network.
By now, you're reading this article and thinking, "Really? 62 million users? That's NOTHING. Facebook is closing in on 1 BILLION. How can a social network with only 62 million users have any real impact on the way people use the internet or the way marketers try to connect with potential customers online?"
The thing is, Google+ isn't out to be the largest social network in the world. It's looking to be the easiest and most integrated social network in the world.
It's About the Data, Silly
Google+ doesn't need to be the biggest and best social network in order to transform how consumers, businesses, and marketers use the web. Take a step back, and look at what Google has acquired and built over the past several years:
1. It's turned Android into an extremely popular mobile operating system.
2. In the past year, it's launched Google TV and Google Music.
3. It's taken a HUGE lead in market share for search.
4. It's built the dominant maps platform that even Apple uses for the iPhone.
5. It owns Gmail, which has gained more than 200 million users in less than a decade.
6. Its Google Docs tool is quickly becoming a leader for online document collaboration.
And that isn't even everything. But looking at all of these very impressive factors from a distance, it's still easy to see one glaring hole. Before Google+, Google didn't have any real way to easily integrate all of these services, AND it lacked a layer of social data to allow for better recommendations and discovery within each of these siloed tools.
It's all about the data.
Google+ doesn't need a billion users. It needs enough users -- which many could argue it already has -- to power the social and recommendation engine for an integrated suite of Google products.
When looking into the crystal ball of the internet for answers, look no further than the companies that have the best data.
Data is the currency of Web 3.0.
Features Don't Matter
Features don't matter. In fact, focusing on features does nothing more than overcomplicate a message and reduce the adoption speed of a software product. Features don't matter between the different social networks, because the web moves too fast. It is far too easy for a competitor to copy a feature very quickly. Features are commodities.
The social web is ripe with parody. Users care about a set of minimally viable features and a simple, user-focused design. Google is getting past focusing on features and working more on points of integration with other products as Google+ continues to mature.
It's About Owning the ENTIRE Internet
Look back up at the title of this post. Google+ isn't about changing social networking. Google+ is the linchpin of Google's plan to own the entire internet. The company with the platform that can give internet users EVERYTHING they want will win. This is why you've seen Facebook partnering with music providers, launching its own email service, and allowing users to make images and updates public to improve Facebook Search. These two internet giants are locked into the early stages of the business equivalent of a death match.
Ultimately, the platform wins. Users' expectations have changed. They expect accurate search results, awesome entertainment recommendations, directions personalized to their location, and more. None of these wonders of technology are possible without data, and for Google, not possible without data from Google+.
Marketing Takeaway
Google+ and Facebook will remain an important part of the inbound marketing mix. However, the most important lessons for marketers reside within Google's plan for internet dominance. Google is an awesome inbound marketer. It creates awesome, free content and products that draw people into its platform. Your business strategy will evolve over time. Build a strong inbound marketing infrastructure to support adoption and demand for future products. If you need an example, check out HubSpot's Google+ Page.
Collect and analyze data. Through all of your inbound marketing channels, you have many methods available to gather data about your industry, leads, and customers -- from website analytics to customer relationship management software. Repurpose this data to improve product development, increase sales efficiency, and create a more personalized marketing strategy.
Easy and integrated wins.
Image Credits: A Bremner, ralphbijker
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Dallas 9:04 AM on January 04, 2012
It will be interesting to watch Google+ over time and see how the " plan for internet dominance" shakes out in the end.
James Hu 9:36 AM on January 04, 2012
I would also add Google Apps for Business is a great way to build up an intranet for any company at a cost of a frappacino per user from Starbucks...not that I'm saying I would replace my Starbucks, but you get the point.
john mataraza 9:37 AM on January 04, 2012
Enjoyed the article but not sure I completely agree. I do like the perspective that Google+ is not on a mission to be bigger than Facebook, I think if people stopped incessantly comparing these two platforms at every turn it would really be better for both. It's true, there are >60MM people on Google+ but how "on" G+ are they really? It feels like a lot of people signed up to get some social street cred but aren't really active there. Brands seem to be active, and people talking about how smart they are with regards to social media seem to be, but outside of that I'm not seeing much content of interest. It feels like a social media soapbox rather than an exchange of thoughts and ideas. This is the problem that G+ is facing, a bunch of people rushed in there because they were "supposed" to have a G+ page, but then they just don't come back to visit. I'm calling it "social inertia" - wrote a little story about this yesterday here: http://bit.ly/uOufF4 It's about folks just having a hard time making the mental switch off a platform where all their "stuff" is already set up. If G+ can't get people to stay and become active on the platform, they are going to have a hard time keeping brands there, which ultimately spells trouble.
Dave 9:42 AM on January 04, 2012
Needs more synonyms for 'awesome'.
Helen 9:49 AM on January 04, 2012
Interesting perspective, makes a lot of sense from Google's perspective.
The one thing that I have yet to understand is the WHO. I have seen so much on the what and how many but it still lacks a clear picture of who (outside the social media marketing community) is using the the platform
Greg Mischio 9:55 AM on January 04, 2012
I agree with John Mataraza, and I'm going to read his post in just a minute. Kipp, I started out reading your post, hoping that you could shed some sort of light on how this integration of all things would make Google a more attractive social media platform than Facebook, but you lost me a little bit. It's like John said - there seemed to be the early adopters who are on Google+ because everyone said they should be, but the data I'm seeing (anecdotal, I guess) is that my friends and family haven't made the jump to Google+. I saw a TV ad for Google+ this past weekend, and I thought it was lame. Do they seriously think people are going to up and leave Facebook, where they've got this entrenched network of friends and a platform everyone is cozy with? Personally, I resent the fact that Google is holding us hostage with the fact that search results could be improved if we're on Google+, which seems to be the gist of their strategy. They're now seeming like any other arrogant corporation. Weren't these the guys who were supposed to "do good" and let information be free?
Deborah 10:01 AM on January 04, 2012
The feature we like best on G+ is the ability to show photos to customers and prospective customers. The fact that visitors do not have to sign in to see them is the biggest advantage. We had pictures on Facebook, but unless a person has a Facebook account they cannot go to see our photos. Since we have many customers who have told us they are not interested in getting on Facebook, that was a problem for us. G+ solved this for us and we're thrilled!
Chris Moline 10:41 AM on January 04, 2012
I dabble... but am so entrenched in fb and twitter that the change will have to come slowly.
Still, anytime Google incorporates something into its organic search results, it pays to get involved.
Good post!
Dave Wieneke 11:12 AM on January 04, 2012
Two points:
1st: do I recall Google investing substantially in HubSpot? Would you agree its worth noting this each time Hubspot shares opinions about Google's total awesomeness?
2nd: There's a good counterpoint to this glowing post on RWW today by Jon Mitchell - who tees-off on how G+ shares of posts eclipse the the original content in G Search.
Having G+ pages about content rank higher than the original content...is a shift toward walled gardens rather than a broad non-google internet.
Take a look here
http://rww.to/wycDNs
Ben Dantoni 11:39 AM on January 04, 2012
+John mataraza +Helen +Greg Mischio the fact that you're asking these questions and commenting on this blog, instead of discussing it on G+ is an indicator that you just don't get it. You're obviously not using G+. Artist, Musicians, Photographers, and people on the bleeding edge of technology and life are using G+ to change the world as I type this.
It's not a competition though. It doesn't really matter whether others get it or use it, it doesn't have to make money, it already exists and is no going away. And that's all that matters.
Greg Mischio 12:15 PM on January 04, 2012
D-oh! Ben gets me right where it hurts. So true - I hate it when people criticize a movie when they haven't even seen it.
And I'm sure it will maybe develop some use, although I find it hard to believe it will be another Facebook. But maybe you're right. Maybe it's not intended to be another Facebook (but I think it is.)
Alright, alright, I'll give it a shot on a test basis, and probably thank you for it later. But if I don't change the world after using it, I'll come looking for you, Ben!
Anonymous 12:26 PM on January 04, 2012
Google did not do any market research for Google+.
It started as a internal projects or several internal projects.
An there are several features that Facebook have yet to copy, and what they have copied well like all copies are not as good as the original. An many of the features Facebook manage to copy from Google + are reliant on Facebook remaining on good terms with outside entities and on firms like Spotify actually remaining solvent and not being crushed by the music industry, like they have done with similar services.
Microsoft is developing it own internal social networking site and so could choose at any moment to deny Facebook access to skype and Bing Translate, Microsoft have the case to pay termination fees of any contract.
Facebook is reliant on alliances for features and if Google can make there platform more relevant or simply buy them then those features will disappear from Facebook.
Only feature Facebook as match from Google+ is the circle feature and it much less capable than Google plus circles.
Phil Simon 1:12 PM on January 04, 2012
Good post, Kipp. I've said many times that Google's not looking to replace or conquer Facebook. The lead is too big. With Plus, though, it has achieved its longtanding goal: to build an effective social plank in its platform.
Phil Simon
The Age of the Platform
Chad Thiele 1:37 PM on January 04, 2012
Very interesting post. I like the point that you made in the beginning about consumers not wanting another social network. As a former survey researcher, I value the importance of getting feedback from your potential customers before you launch a product. However, consumers don’t always know whether or not they will want your product until they see it. This goes back to the ideas that Malcolm Gladwell introduced in “The Tipping Point”.
As for Google+ itself, I think that it’s too early to say whether or not it will be relevant in the long term. At least it is doing better than Google’s other attempts at creating social networking sites. And, the integration into search is a huge plus.
Drewry 2:42 PM on January 04, 2012
DrewryNewsNetwork has officially created, and a well optimized its Google plus profile last night, in seeing what it can do in search engine results pages. Hopefully, goodness will come from it :-)
Christa herzog 7:08 PM on January 04, 2012
Thank you for posting this article. It is very helpful and interesting.
sachin kundu 4:07 AM on January 05, 2012
Good observation!
Google's business is advertisements. And good advertisements are targeted advertisements. All services google makes is to form a 3d of a customer so that targeted advertising campaigns can be run. Google+ is one tool for them to do that and 60M is a good base for statistics
John 7:14 AM on January 05, 2012
Google is the leader of internet marketing. They have many apps & products by which they make revenues. So, its a bad idea to think that google+ creating a boom in internet. Its a question of future whether google+ will overtake facebook or not.
Pasadena Realtor 1:46 PM on January 05, 2012
Well, I hope that all of this data is secure enough and personal info won't be compromised.
Zero 3:26 AM on January 07, 2012
What a waste of time. google + is dead! Get over it!
Oscar Gonzalez 3:24 AM on January 10, 2012
Talk about a misleading and sensationalist article. I was answering to my friend when she asked her question at G+ and I don't want to rewrite or copy and paste but this is my response to the article --
https://plus.google.com/116889123782033227907/posts/3wViggXTBx6
Kate 2:35 PM on January 11, 2012
Iagree with you folks that think this is a great way to market your buisness socially and you dont have to be a friend to follow a business and get important information. The spiral of users in December just shows how strong the Google + will be in the future.
Rob 5:46 PM on January 13, 2012
Google+ has been missing some sort of 'killer app' to significantly increase take up, so now it's just strong-arming users into using it?