Google Plus’s brilliant method of gaining new users is playing out right in front of our eyes, but no one recognizes it.
When talking to smart people (some of them technology-based venture capitalists) about Google’s method of getting new users, the same thing happens every time: First they chortle. Then, after delivering a two-minute explanation, they hem and haw for a bit… and for a fleeting moment you can feel the struggle of trying to reconcile some rock-solid logic coming from an entrepreneur whom they know is not an idiot, and their own very concrete impression of Google Plus as a widely known failure. It’s like an immovable force is meeting an unstoppable object inside the brain. The easier answer and the incumbent usually wins in this situation. Here’s that two-minute explanation for the rest of you:
Google Plus’s user acquisition strategy is to methodically absorb certain verticals using the carrot instead of the stick.
Yes, of course Google could force most of us to use Google Plus begrudgingly tomorrow if it wanted to, but that’s playing with big, big, brand fire. And that’s not really who Google is at its core anyway. It has shown the will to resist sexy, positive impacts to the bottom line in order to hold onto who it is as a company and this is a good example of that. So how does Google do this?
Step one: Corral every single blogger. Have you used Google lately and noticed faces appearing next to certain posts? That’s called Google Authorship--bloggers can link their Google Plus profile to the content they create. Guess how many online writers see that and say “Eh, I don’t need to have that.” If you said “zero” you win a prize. All you need is a Google Plus account with a headshot to glue this up to all your posts, and it adds tremendous value to bloggers who can now claim their posts instead of having Google show a “stolen” version ahead of their own. Not only a tremendous value to the person searching (who is finding the person who truly generated the content) but also the content generator who no longer has to worry about this infuriating issue. In short--huge value and a 100% adoption rate of a specific vertical.
Step two: Attract every single small business and at least one of their employees. Want your business to appear on Google Maps, Google Local, et al., so that you can tell your prospective customers where you are, what you sell, and when you are open? Yup, you guessed it--you need a Google Plus Local Business page now. But again, Google isn’t forcing your hand, it’s adding value. Reviews, hours, pics, videos, local search--all housed in one place. And this account must be managed by a real person with a real Google Plus personal account. Now you have all small businesses as well as a new person in each business using Google Plus. See where I’m going with this?
Step three: Convince you, because all of those other things that you already love get better. Maybe you’re addicted to that new augmented reality game Ingress. Maybe your Google Plus profile makes it way easier to win. Or maybe you want better music, movie, or book recommendations--look no further than Google Plus. Want to find a community of skiers or chefs or race car drivers with a flick of the wrist? Or perhaps that hilarious video about that thing that you once emailed to a friend but can’t quite remember enough about it to find again? When you have Google Plus, those communities and that video just appear when you search for your best guess.
The point is, once Google Plus has every blogger, every small business, lots of gamers, lots of YouTubers, etc., actively using the product, they will continue to use all that new data to make even more of their products more awesome.
I know. You are still in the “no freaking way am I joining another social network” mode. But one day soon you will wake up and find out about that one little thing and it goes something like this: