What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend? – Ted McConnell, Procter & Gamble
The kids were home for the holidays but they never really
left their friends – thanks to Facebook. As I watched them spend hours sending
messages, telling others what they’re “doing now”, writing on walls, and
commenting on newly posted photos, I kept wondering whether marketers were actually
reaching them through their ever-expanding social networks or if they were
simply there adding to this growing noise and clutter.
Of course, there’s Sean who became a fan of Canadian Club. And many others like him who will gladly become brand champions online. I don’t question the value of word-of-mouth but I’m skeptical about the ROI and the effectiveness. Which is why I found recent statements by Procter & Gamble’s general manager of interactive marketing and innovation so refreshing at a time when everyone’s gone gaga about the marketing power of social networks. Speaking at a recent Digital Conference, Ted McConnell bluntly declared: “I really don’t want to buy any more banner ads on Facebook.”
He went on to say:“Social networks may never find the ad dollars they’re hunting for because they don’t really have a right to them. What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend? I don’t think everything every consumer says to someone else and writes down is somehow monetizable by the media industry.”
Is the pendulum swinging back?
For data on social networks and Quebeckers, see this previous post.

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