From the day that Google launched its social networking service Google+, it has been compared to Facebook. The story that is usually told, is that Google got alarmed by the success of Facebook and therefore tried - and failed - to replicate this success with their own social networking platform. However, three years after the launch of Google+ it seems that the tables turned: Facebook is now following the strategy of Google+ (MIT).
In an interview with the New York Time last months, the Facebook founder and CEO Mark Zuckerberg revealed that his company is now working on “unbundling” Facebook. By unbundling Zuckerberg means that Facebook will progressively transform from a service (website or app) that you visit to see and update a newsfeed of varied content, into a number of separate, more specialised services. This strategic move could be observed with the more recent acquisitions of Facebook, as Instagram works successfully as a separate service.
BECOMING A LOG IN SERVICE
In essence, Facebook is moving towards becoming a log-in service for a number of single purpose apps and services (e.g. Instagram, Facebook Messenger, WhatsApp, etc). In addition, it will provide the users a digital identity and some social connections, so that using and connecting in these services is facilitated.
This is very close to what Google+ is today. Although Google+ provides a newsfeed, profiles and social groups (circles), adoption rates suggest that this is not the main feature that people use Google+ for. It rather is used a profile to link and connect the various services inside Google’s product universe. From commenting and liking Youtube videos, to setting up Google hangouts; at the core of all services lies a Google+ profile.
BENEFITS & CHALLENGES
The benefits of this strategy to the end user are obvious. Google’s separated services work better together, and Facebook’s adoption of the strategy means that popular services, which have been acquired recently, will not be shut down. However, for tourism brands this presents a major challenge. Facebook is still the most popular social network among marketers, despite the continuous decrease in organic reach. If the network unbundles further though, marketers will loose a powerful content rich platform to engage with their customers, and rather need to acquire a niche strategy, by focussing on specific networks and services.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer