The filecontent field should contain the binary file and not the path to the image file. This conversion fails during the insert.
You cant do this directly via management studio.
Instead try
insert into files(autoid,filename,filecontent,isactive)
SELECT 12, 'google', BulkColumn
FROM Openrowset( Bulk 'C:\jtsimg.jpg', Single_Blob) as pic, 'yes'