Double Talk And A Double Take From P & G

We are all allowed to change our minds about sports, politics, pizza toppings and global warming.

However, it appears, Procter & Gamble (P&G) has changed its mind on social media.

You see, on a nasty, rainy Saturday (November 15, 2008 to be exact), Ted McConnell – the Manager of Interactive Marketing & Innovation for P&G – stood before a handful of attendees at the Cincinnati AdClub Digital Non-Conference and boldly made the following statement:

“I really don’t want to buy any more banner ads on Facebook.”

And…

“What in heaven’s name made you think you could monetize the real estate in which somebody is breaking up with their girlfriend?”

And on “social media”…

“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.”

By the way, at last count, there are 150 million active users on Facebook.

However, while McConnell isn’t interested in reading about a relationship breakup on Facebook (note: I have yet to see one relationship breakup post on Facebook), it seems the other powers-to-be at P&G changed their minds about “social media”.

This from the February 27, 2009 issue of the Cincinnati Enquirer:

“Proctor & Gamble will host a digital meeting of the minds next month at its downtown headquarters as senior executives from emerging world of online social media meet with marketing executive from the Cincinnati based company.”

Guess who’s coming to dinner?

Facebook.

Time for Ted to have some crow covered in Skyline Chili.

Other participants include Google, MySpace and Twitter.

While P&G would not confirm the guest list, more than 100 people are expected to attend the March 11 event.  Executives from advertising and branding agencies as well as technology companies are also invited.

You see, it’s called social networking, social media, etc. The train has left the station and ad agencies, marketing firms and P&G have decided it’s time to try to catch up. They better hurry. Fast.

Here’s why:

Over the past six months, the largest growing demographic of Facebook users has been 35-54 year olds, with a 276.4% growth rate. Not far behind was the 55 and over demographic with a 194.3% growth rate.

Facebook is no longer about pictures of drunk college kids with a beer bong at homecoming.

Perhaps, Ted will change his mind soon. If so, I’ll be his Facebook friend and promise to write something good on his Wall.