Five insights on Google Buzz
Google Buzz is not Google Wave
Google Buzz is not Google Wave, that seems to be one of Buzz’s strong points. TechCrunch describe Buzz as Google’s “boldest attempt yet to build a social network”. So for all the hype that Wave generated, yet seems to have had little real or meaningful take up, the question has to be asked, will Buzz be just the same?
Google Buzz integrates with other social media sites
The Google Buzz video indicates that other social media sites will be able to be integrated. This is smart and essential as it gives Google Buzz instant access to content that is already being shared elsewhere. Interestingly, Google mention (in their video) that Googel Buzz will integrate content from social sites such as Twitter, but what is clearly missing is the lack of a mention of Facebook integration. Whilst it is right to assume that integrating Facebook content will happen, ignoring Facebook so overtly reveals possibly deeper held thoughts regarding Facebook (mircosoft) and Google tension.
Google Buzz drives activation via (g)email
Google Buzz will push comments and social activity back to the user via notification back into users gmail account. This is smart as it leverages what users are comfortable with, email, and rengages the user via the social content back into Google Buzz. An old tactic, but a goodie. Also, enables increased gmail use will all those nice adverts. Keeping gmail as the central platform provides a great platform of users from which even an average product might be able to gain serious traction.
Google Buzz is still rolling out
“We’re still rolling out Buzz to everyone, so if you don’t see it in your Gmail account yet, check back soon.”
So for some (like me) it will be a wait and see, Google seem to be experts at playing the scarcity creates demand relationship game. Google Buzz is another example of this tactic in action. Again, well done Google.
Google Buzz will have a better advertising platform
Google’s ability to target adverts is unchallenged by other players within the current landscape. Google Buzz will provide yet another significant level of advertising inventory into Google’s content network. Advertising inventory that is currently being lost to Facebook. What advertisers will love is that the advertising platform is already both developed and sophisticated and as such, the challenges with using Facebook advertising (even though it has improved dramatically during 2009) will not hold back significant marketing budgets achieving significant business outcomes.
