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RSSI was on a panel at OMMA Social titled "Personal CPM" that discussed the true value of an individual to a marketer. The concept of "personal CPM" is basically that people are now publishers and that each person has a value to advertisers that could be looked at in terms of CPM. Charlene Li (http://blog.altimetergroup.com/) , moderator of the panel, has really been championing the idea of a personal CPM. I for one am in total agreement that marketers must consider the value of people as a source of media in the age of Facebook, MySpace and Twitter, but as David Berkowitz (http://www.marketersstudio.com ) pointed out, it begins to sound a little "creepy" when we talk about monetizing people and targeting based on personal information. So how can marketers be effective -- without being creepy -- in a world where people control media distribution ?
Meet Joe Marchese at OMMA Global San Francisco!
Joe Marchese will be there speaking during "Social Media is Not Advertising (Or is It?)" on March 17 at 4:15 PM. Top executives will be there. Will you?
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I think it's actually pretty simple not to be creepy. It's a lot like not being creepy in real life. Don't do anything online your wouldn't do in the real world. You wouldn't slap your brand on someone's back without asking that person's permission. You'd be creepy if you inserted yourself into a conversation, just because you overheard it, without being invited in. Just picture it for a minute. It really boils down to respect for people, their influence and their privacy.
It sounds simple, but not all programs treat social media marketing as the interpersonal interaction that it is. If marketers don't respect people's privacy and influence, the social media ecosystem will adjust to block out the unwelcome, creepy guests, which will set back social media marketing a number of years. Facebook can't have this, MySpace can't have this, Twitter can't have this and marketers don't want this. STOP BEING CREEPY. (Thanks, David.)
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From: http://www.louisgray.com/live/2009/01/face-it-facebook-needs-facelift.html
Facebook advertising is broken - both for advertisers and users:
Many have reported that Facebook advertising results have been lukewarm at best. The ads they serve me are pretty terrible as well. I'll give you a quick example: I am single, so Facebook tries to serve me ads for dating sites. I have no interest in using online dating services, thus the ads are irrelevant to me. Facebook has the option of giving feedback on ads, so each time a dating ad is served, I actually take the time to give them feedback that the ad is irrelevant to me and vote it as such.
Concurrently, they serve me ads about marketing and music, things that are of interest to me and actually a good fit. So not only do I click the relevant ads, I go a step further and give them feedback that these are good ads, please serve me more of them. Yet I am continually served dating ads. I have a hard time taking them seriously as a marketer when they clearly have a system in place to improve the user experience but don't bother to use it.
It still amazes me how many people email me, or invite me to connect on LinkedIn or Facebook, without bothering to introduce themselves and give me some idea of how they got my name. Unless I'm really busy, I try to always call them on it, because bad manners make it bad for everyone.
What seemed creepy a few years ago (Google is "reading" my email?) seems commonplace today.
The volunteering of private information also changes over time. Look at what people now share on Facebook, et al. and you might find some of it a little creepy. A few years ago, all of it might have seemed creepy.
Case in point - how about pop-up windows going away for the most part after "Pop-up Blockers" became common place. This freed up resources to explore more meaningful ways to reach people online. If it wasn't for people demanding protection from this intrusion, digital marketing would be much more crass and annoying right now.
It's true- it's like walking up to two people in a party and saying "hey I heard you mention a tv show- we have HDTV's on sale right now!"
You'd stare at them and hope they left.
Technology changes; people don't. The human condition is the same bag of humanity as that which plagued people Homer and Plato wrote about. I suspect it goes back further than that. Creepy is creepy, online or off.