How Google+ Will Trivialize Pureplay Social Networks
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Google+ is disrupting the business models of pureplay social networks; here's how to use it to your advantage.
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How Google+ Will Trivialize Pureplay Social Networks
- 1. Making Disruption Profitable™ How Google+ Will Trivialize Pureplay Social Networks Opportunities 2012-2013 Entire contents © 2010-2012 by Christopher S. Rollyson
- 2. Agenda • Background – How search works – How social data is different – How Google+ combines social and search to change the game – Google’s business model much more robust and why that’s important • Opportunity – Debunking conventional wisdom – Google+ functionality and opportunities – Features and how firms can use them • Recommendations for 2012 Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 2
- 3. Background: My Perspective • • • • 25 years experience as management consultant and line executive Expertise: disruptive innovation, strategy and transformation Strategy and execution for game-changers: Java, e-business, SOA, Web 2.0, social networks Founded CSRA in 2006 to advise commercial and government enterprises on social business Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 3
- 4. Background: Conventional Wisdom: “Google Failed Social” • Orkut—social network launched in 2004 • Dodgeball—geosocial app acquired in 2005 • Jaiku—microblog app acquired in 2007 • Google Wave—Launched in 2009, integrated functions of email, IM, photo sharing and groupware • Google Buzz—Launched in 2010 • Google+—Launched in 2011 Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 4
- 5. Background: Conventional Wisdom: “Google Failed Social” Orkut—social network launched in 2004 • Dodgeball—geosocial app acquired in 2005 • Jaiku—microblog app acquired in 2007 • Google Wave—Launched in 2009, integrated functions of email, IM, photo sharing and groupware • Google Buzz—Launched in 2010 • Google+—Launched in 2011 # F A IL • Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 4
- 6. • Social action: "an action is 'social' if the acting individual takes account of the behavior of others and is thereby oriented in its course” (Max Weber)* • Pureplay value proposition – More engagement • Google+ value proposition – Infusing search with social Action Background: The Anatomy of a Social Action Social Explicit Implicit Copyrighted material Confidential 1/24/2012 * http://en.wikipedia.org/wiki/Social_actions Social Business for Enterprise, Government & Small Business 5
- 7. Background: Social Network Business Models • • • • Twitter: still searching LinkedIn: diverse revenue streams Facebook: growing on size and gaming Google: in a class by itself, revenue from Google+ not needed 300 million users 120 million users $243 million (2010) 800 million users $4,270 million (2011) 90 million users* Source: Wikipedia $45 million (2010) $29,321 million (2010) * Projected 400 million, December 2012 - Website-Monitoring Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 6
- 8. Background: Big Idea Pureplays pale in comparison to Google: it can outinvest them and create synergies with Internet search Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 7
- 9. Strategy: Introduction to Google+ • • • • • • • Profile, friends, circles One Wall.. but also Walls for each circle Share updates, photos, videos and +1 (likes) Photo & video albums: powerful editing tools Google authentication across the Web Hangouts: real-time video chat Analogous to Twitter and Facebook, but... – No 140 character limit – No need for advertising (that’s not the model) • Copyrighted material Confidential 1/24/2012 Sharing is easy and clean, one click – – – – Friends and Extended friends Any combination of Circles Individual user [is a private message] The Public Social Business for Enterprise, Government & Small Business 8
- 10. Strategy: Google+ Balance Sheet • Strengths – Social actions juice search results • Internet searches more relevant to buying than social networks’ • Normal Google combined with “social network effect” – More focused, less advertising – Seamless integration with other Google products – Android ecosystem will introduce mobile advantages – Your competitors don’t understand it • Weaknesses – Mink oiled boots syndrome – Less obvious value proposition for users – Potential antitrust impact Copyrighted material Confidential 1/24/2012 • FTC investigating whether Google unfairly advantages Google+ results • Think Microsoft desktop+browser Social Business for Enterprise, Government & Small Business 9
- 11. Strategy: Google+ Strategy: Add Social to Search SPYW Search Plus Your World Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 10
- 12. Strategy: Google+ Strategy: Add Social to Search SPYW Search Plus Your World Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 10
- 13. Strategy: Google+ Strategy: Add Social to Search SPYW Search Plus Your World Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 10
- 14. Strategy: Google+ Strategy: Add Social to Search SPYW Search Plus Your World Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 10
- 15. Strategy: Big Idea Google has more social transactions with people than all other social networks combined Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 11
- 16. Opportunity: Functionality and Tools • Circles let you segment and relate – Different types of prospects – Each with its own Wall – Affect search results • • Growing developer community will add widgets Pages for brands but better – Circles make it easier to share with various constituencies – Synergies with YouTube, Picasa, Docs and others • • Facebook Pages very limited, most brands have poor ROI Internet searches more likely relevant to buying decision – Social network searches usually relevant in pre-buying Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 12
- 17. Opportunity: Circles Enable Granular Sharing Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 13
- 18. Opportunity: Circles Have Their Own Walls Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 14
- 19. Opportunity: Big Idea Google+ is not a mere social network—it combines social actions with search to impact Internet buyers’ decisions Copyrighted material Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 15
- 20. Recommendations: Google+ Opportunities in 2012 • Make Google+ pilots a priority if your firm invests in Internet search/SEO/SEM – There will clearly be disruptive advantages because social data improves relevance (and search results) • Explore Google+ pilots if your firm does not invest in search – Analyze Google+ activity and memberships – Determine how its segmentation and sharing tools compare to your other social business investments • Google+ will disrupt the market, so most organizations will benefit from gaining experience with it – Few firms understand it because they think it’s a social network – Use their confusion to your advantage • Copyrighted material Remember, Google+ is social – It will take time to develop a quality community (in circles) – Community sharing affects search results and buying decisions Confidential 1/24/2012 Social Business for Enterprise, Government & Small Business 16
- 21. Learning More: Contact • Social Business Services – – • The Social Network Roadmap – – • Copyrighted material Confidential 1/24/2012 Methodology for platform-based social business execution http://executivesguide-socialnetworks.com The Global Human Capital Journal – – • Social business risk mitigation methodology & toolset http://socialnetworkroadmap.com The Executive’s Guide to Social Networks – – • How enterprises evolve sales, marketing, service, HR, IT, Product Management... http://socialbusinessservices.biz CEO/CMO/CIO journal for innovation http://globalhumancapital.org Social networks – – – – – http://www.linkedin.com/in/csrollyson http://www.facebook.com/csrollyson http://google.com/profiles/csrollyson http://tinyurl.com/orkut-csrollyson http://tinyurl.com/xing-csrollyson Social Business for Enterprise, Government & Small Business Microblogs & Video • http://twitter.com/socbussvcs • http://twitter.com/snroadmap • http://twitter.com/execguide • http://twitter.com/csrollyson • http://foursquare.com/csrollyson • http://youtube.com/user/csrollyson • http://vimeo.com/csrollyson • http://identi.ca/csrollyson • http://csrollyson/tumblr.com/ • http://plurk.com/user/csrollyson • http://friendfeed.com/csrollyson Other • skype/IM - csrollyson • iphone - chris@rollyson.net • iphone +1.312.925.1549 17