1 Good Reason – Social Marketing

We don't make websites, we make websites better.

1 Good Reason – Social Marketing header image 2

Why Google Keeps Missing With Social Media

February 12th, 2010 · 1 Comment

BLUF(Bottom Line Up Front) I feel Google Buzz is only attractive to the Twitteratti who use Gmail (only 11% of the online email market).  Therefore I feel it’s going to make a big splash but die just like many of the Google’s other social media attempts.

Over the years Google has tried numerous new social media products to seduce the world away from their more successful rivals in that arena.  You may remember:

·         Picasa- Challenger to Flickr, photo editing posting and sharing

·         Google Video- Challenger to YouTube, they subsequently bought YouTube

·         Orkut- Challenger to Facebook, only successful in Brazil

·         Wave- Challenger to… well, that’s a good question

·         Google Talk- challenger to AOL IM, and Facebook Messaging

·         Google Docs (not really social but collaborative) Challenger to MS Office

·         Google Lively- Challenger to Second Life- now closed

Many think that when Google introduces a new product that it must be an instant hit because Google is so dominant in online technology.  I remember a very similar mindset at the beginning of the PC era.  When the PC was first becoming popular IBM ruled the market but only briefly.  Then along came Gateway, and Dell and all of the Asian imports that rapidly took the market away from the computing giant.

Google dominates online search.  Because of that, it is present in most people’s lives on a daily basis.  However in other markets it is in third, fourth or fifth place.  In online email Google trails in market share behind Yahoo 56%, and Microsoft 19%, at a poor 11% (Hitwise Feb ’09). 

An informal survey of social media experts reveals many of us use Gmail as a primary mail program.  The reasons are many, integration with Google Voice (free telephone follow me service) and simplicity with access from any web attached device.  But nerds like me use Gmail because a lot of other nerds like me use it. (we travel in packs)

Therefore, when Google announces a service like Buzz there’s a lot of buzz about it especially when it’s tied to the email most of the Twitteratti use.  Buzz will get lots of press, blog posts and people trying it out.   However, I feel it’s just a nerd parade and won’t take off until Gmail can crack at least second position in the race.  But Google is increasing share and apparently taking it from Microsoft according to the above chart.

To succeed in social media you need to overcome inertia of the people who have developed their current personas online.  With only a 10% market share of email users Google Buzz and it’s integration with Gmail simply doesn’t have the non-nerd following to do that.  So my prediction is that it will follow Lively, Wave and Orkut into the bit bucket of failed Google ideas.

And I hereby apologize to my readers for yet another blog post all a-buzz about Buzz.  I’ll not write about it again anytime soon.

Posted via email from ckieff’s posterous

Share this:
Share this page via Email Share this page via Stumble Upon Share this page via Digg this Share this page via Facebook Share this page via Twitter

Related Reasons:

  1. Using Google AdWords and Analytics to Start in Social Media
  2. Doing PR and Marketing Better with Google Wave
  3. Google Alerts vs. Google SERPs
  4. Facebook’s Missing Culture of Privacy
  5. Facebook Vs Google Statistics

Tags: Reasons For Net Marketing · Truthful Tuesday · Web Wednesday

1 response so far ↓

  • 1 Paul Chaney // Feb 17, 2010 at 10:40 am

    A word you use repeatedly is “challenger.” It seems that Google is always the bridesmaid and never the bride in that they are playing catch up.

    I’m sure the “buzz” surrounding Buzz will die down quickly. There is immediate interest and curiosity simply because Google is the one rolling out this “new” thing. But, when users realize it’s not really something new, but a rehashed version of what’s already on the market (and, especially, what’s already gained dominance in the market), interest will quickly wane. That’s my prediction anyway.

Leave a Comment