As The Blog Turns: For P&G Social Media Is A Soap Opera


Pg Girlfriend, this one is Too Good to pass up.  From today's WSJOnline (subscription needed) Procter & Gamble is launching two social media communities.

"P&G believes it has an advantage because both of its sites will be produced by P&G Productions, a unit formed in 1933 that is best known for producing popular soap operas such as "As the World Turns" and "Guiding Light."

"It's going to be one giant living dynamic learning experience about consumers," says Jim Stengel, P&G's global marketing office. I'll say it is.  Have the folks at P&G been living under a rock for the past 3 years?  Diva's advise is to brew some Folger's Coffee and read Nancy White's excellent article Blogs and Community.


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Maybe they have brewed too much Folgers and should try a little Starbucks for inspiration on creating user experiences vs learning experiences.

Great post!

Posted by: Marianne Richmond on Jan 8, 2007 1:46:47 PM

In Europe we love these marketing technics involving brands and communities.. and here what a brand !

We call it nano-marketing which encompasses all the previous "1 to the masse" marketing technics, then the CRM ones with "1 to 1" and now the NNM with "1 to 1/N" as we can not consider any consummer as 1 block but as "n" characteristics within Community of Interests as well as Community of Practises.

Have a look


Posted by: Revgi on Jan 8, 2007 2:08:23 PM

Hee hee. Thanks.

In a way, yes, this is wondering if they have been hiding beneath a rock. But marketing hype and breathless announcements aside, it is really interesting to seen the iterations, the waves of adoption of these ideas across market segments, sizes and types of organization.

In my most optimistic moment, they will take the practice a little bit forward, rather than simply repeat the now-stale experiments of before.

For example, there could be some VERY interesting applications of what they understand from soap operas! Imagine if we had a social network analysis of who talked about which soap with whom since 1933!!

Posted by: Nancy White on Jan 8, 2007 11:35:09 PM

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