Remember when Google Plus “flopped"? Well, it didn’t.
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.
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.
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.