The Power of Facebook

Wow. Garrett’s demonstration of Facebook’s ability to target market was really interesting.
I was amazed at how quickly the information requested became available. I thought it was excellent, but I know people around me called it “scary.”

I didn’t grow up with social media. This is all somewhat new too me. But, I get the sense that some Facebookers still believe this online community should be protected from commercial penetration.  What’s the right balance?

The person that first introduced me to Facebook was an egomaniac. She made me sit through a 10 minute explanation about why her weddings pictures took precedence over the pictures from her high school reunion. They she told me all the ways I can follow her life and how she “works hard” to keep everyone in the loop. (Think Julia Allison without the professional motive.)

I was scratching my head after that session, wondering what had just happened. She’s a lovely person, but huh????? I shared the experience with my mentor, born 30 years before me and basically unimpressed by social media. He described it as the tech geeks winning one over the psychologists.

That’s a bit harsh.  I don’t hold it against him at this stage of his career.  And, I have to acknowledge that all of my friends that use Facebook love it -  some have even gone so far as to say that Facebook has enhanced their lives.

Maybe we would all be better off if we accepted the fact that there is very little privacy left in this world.  After all, all the information on Facebook we create and offer to the world – no one is twisting our arms.   We know from our talks that people are checking Facebook before they hire.  I think this trend will continue and soon we will see more services emerge that allow employers to go one place to check out someones complete online profile.

It will be interesting…

 

Who Marketed to Me Today: Pepsi Max

In the US, many of us are watching the Superbowl. As always, the advertisers are going for it. Pepsi Max got everyone’s attention with an ad they aired which used a host of celebraties and a 1980s song: “What is Love?” by the group Hadaway. No one had heard of Hadaway until the song became part of a Saturday Night Live skit featuring three (and then two) playboy wantabees. I could never do it justice with words. (See above)

I thinks Pepsi’s approach was perfect. That song and the skit reminds us of the best – and worse night – we have evr had out. It has universal appeal…

Will I buy Pepsi Max? In truth, I’ll probably try it, which is a big deal because I swear by Coke. But the ad was so fun, it made me feel like it is worth a try. Why not? If the taste is not unique AND better than Coke, I can always go back.

 

Who Marketed to Me Today: Borders

Last fall, I shopped in a local bookstore and the clerk was an amazing cross-marketer. Checking out took forever and when I left, I was an exhausted new member of the bookstore’s frequent shopper club. The next day, I was actually angry about it. And sure enough, about a week later, my email box was full of coupons and announcements. More remorse. Then Christmas rolled around and I was invited to special shopping days to get first pick of hot DVD sets, etc. I was psyched. In January, I ignored the post-Christmas sales, which were only mildly annoying.

Today, there was a big payoff. I ran into the same store to pick up a gift for a friend’s birthday. When I got to the checkout counter, the clerk asked me if I was a member. I said “yes” and she told me the book was 40% off – and so was anything else I bought today. I bought four more books and felt really good about the deal.

In general, I like being a consumer. I don’t feel overwhelmed by the amount of marketing forces we face today. In some ways, I enjoy advertising and marketing as art: I’m always interested to see someone’s interpretation and extrapolation of a product or service. And, when if feel good about a purchase, I try to figure out what went right and tuck it away in my own professional tool box.

Today, the stars aligned perfectly for me. I went to a store I like, to get something I needed and saved money! So, did the marketing communications people at Boarders get lucky? In some ways, yes. The coupons I received before were all consistent with my other buys. But, I didn’t receive the 40% off coupon I used today and my point of sale purchase would not have tripled without it. So, why didn’t I make the cut???? I feel like something is a bit off in the Boarder’s measure for frequent shoppers. Had I received the coupon this morning, knowing I had the gift to buy, Boarders would have been my first stop rather than a lucky stop.