Google+ failed to lure people to use it as their primary social media platform. Inspite of two attempts it didn't took off well. This presentation shows what went wrong and why restructuring is needed.

1. Revival Strategy for
Google+
Divesh Gupta
Welingkar Institute of Management, Mumbai.

2. Market Analysis
• 1.43 billion people across the globe will use social network in 2012, a 19.2%
increase over 2011.
• In 2012, 63.2% of internet users will visit a social network at least once a
month, rising to 67.6% in 2013 and 70.7% in 2014.
• At those user rates, one out of every five people in the world will use a social
network this year, and one in every four will do so in 2014.
• Facebook is a leading reason for the growth; it has rapidly expanded in
markets such as Brazil, India and Indonesia.
• 63% of people who have been doing social media for more than 3 years spend
more than 10 hours per week doing social media.

5. Reasons for Failure
No one is there :
Simply put, Facebook has more than 750 million active users, which is a monopoly compared
with Google+ and its estimated 43 million.
Too much buildup :
Since Google+ didn't even open to the public until Sept. 20, it built up a hype that the newest
social networking site was this amazing, exclusive new way to connect with friends. Everyone
was begging to score an invite, to be a part of the elite. Until they found out that Google+
wasn't really that extraordinary
There's nothing to do :
Google undoubtedly has made attempts to keep users engaged with new updates and
features, like Hangouts. But it looks like Google+ is having difficulty, judging by the numbers.
No one has a clue how to use it :
Humans typically don't like change. Google+ tried to change their UI to make users more
acquainted but it didn’t work.
Circles :
On each post from Google+ users, there is a denotation of what stream they post, either
limited or public. Chances are if you only see public posts from a friend, you have been placed
in their acquaintances category, leaving you wondering why you weren't good enough to be a
friend.

6. Competitor Analysis on the basis of
Users

12. New Positioning Statement
“ Social Networking has become a part of our life and the
medium we use to connect with our loved ones should convey
our emotions to them.
Google+ understands you, knows what you are looking for and
connects you with your loved ones .
Google+ … Share the love… “

13. STP
• Country : Developed / Developing
• USA, India, Thailand, UK, South Korea
Segmentation • Mobile / Tablets uses
• Age group : 26 -34, 35- 44
• Companies
Targeting • Corporates , Regular internet surfers
• A platform made to understand the way you interact.
• Intuitive way of surfing the net which has everything orgganised
for you on a single screen.
Positioning
• A new way to connect with the world.

14. Revival Strategy
• A new way to connect with the world.

15. Revival Strategy
• Everything delivered in just a click.

16. Revival Strategy
• Moving away with the concept of bringing users to the website. Instead
serving as the medium for users to explore wide array of options with a
user interface which is easy to use and intuitive.
• Changing the way world accesses social media.
• Building an ecosystem which is tightly knit with wide arrray of Google
products viz Drive, Search , Mail, Maps, Android, Gtalk, Hangout.
• Integration of various platforms into one dashboard of Google+ which
makes a users stay on the platform for a longer period.
Therefore, increasing the time sync interval.
• Re – Circle

17. Expected Result
• Increase in number of customer visits on Google+ over the period of time.
• Increasing the Time Sync.
• Engaging the users to use wide range of Google Products.
• Making the user stay online thus by increasing Online impressions for ads.
• Increase in number of ads from companies to advertise on Google+ pages.

18. THANK YOU