P & G on Monetizing Social Media

Procter & Gamble Co.
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Ted McConnell, General Manager of Interactive Marketing at Proctor and Gamble at a recent forum on digital media held in Cincinnati (where P&G is based) when speaking about advertising on social networks.

“I think when we call it ‘consumer-generated media,’ we’re being predatory,” he said. “Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren’t trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. … We hijack their own conversations, their own thoughts and feelings, and try to monetize it.”

Ted really gets it. People are communicating on social networks and if you dance around the edges trying to get their attention, you’re just getting in the way.

The rest of the article in Ad Age where I found this quote is pretty good.

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3 responses to “P & G on Monetizing Social Media”

  1. Kimberly_Bock Avatar

    Besides, social media is nothing more than an action word. A verb. An interactive platform for each of us. From children emailing school buddies, to global environmental conservation efforts. Coining terms make it 'marketable' yet misleads the average consumer, making their potential to use it and use it wisely, less likely. 'the wayz of the marketing wild.' Bah humbug. Was I way off base? It IS 6:16 a.m. ya know. Kimberly Bock 🙂

  2. iankennedy Avatar

    Um, yeah, Social Media is something we do as part of day-to-day communication and isn't something you can box up and sell as a strategy or a marketing campaign. All your employees do it so a company can either actively decide to participate in that conversation or they don't.

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