@GuyKawasaki and Google’s Vic Gundotra at SXSW 2012 (Wayne Kurtzman photo)
There has been a lot of speculation of the future of Google+ as Vic Gundotra, the head of the social network leaves Big G.
Even before Google Wave,I believed Google+ was on a seven-year adoption plan. Start with college students needing an integrated mobile app to provide group txt, document share, easy media sharing and video chat within circles of friends. Perhaps they didn’t pay enough attention to exactly how that base was really using and trying G+ and focus on the evolving students. That group could have brought it into the workplace. While that was my speculation of their plan, Google may have had different, less focused plans.
Instagram, Vine and even WeChat (who rolls out in-app purchasing through vending machines later this year) have market that should have been that of Google+ with their “share the now” features. As for brand adoption, 7-seconds is now enough time to reinforce a brand narrative and create a fun story.
The Elephant in the Room Has A Question.
How do you save something that early adopters are currently STILL using? Some advertisers won’t leave the platform because they still see a SEO (search results) enhancement , while others quietly smiling that there could be one less platform they have to staff.
First, tell everyone resources were sucked away and while the prospects look grim, it’s not quite dead yet. Let the HIPPO (highest paid person in office) go. Understand what happened to the base at different experience points. Then, rebrand it to win. That means seamless integration into mobile, tablets and desktops – and especially the emerging wearable market. This is not just Google Glass or FitBit; be manufacturer and platform neutral for easy adoption. Enable in app purchasing with deep integration with real-time data and location intelligence. And keep the experience as good for an iPhone and iPad user as an Android user. That means money, resources, everything, but most of all, innovation and listening to customers.
As Google Analytics continues its move to measure everything, online and off, Google is in a unique place to launch this new product. Shall we call it Google You?
