Facebook, Twitter and P&G

This afternoon I attended an event sponsored by Proctor & Gamble called the "Innovation Outreach Venturing Day." The event was an effort by executives at P&G to connect with the investment community in the Bay Area to discuss how P&G might work more closely with the emerging technology companies we all touch every day. The pre-amble to the event was a run down of the scale of Proctor & Gamble's business and the massive amount of technology they already leverage. The scale of P&G is pretty stunning -- P&G has 32 separate brands that do more than half a billion in revenue annually (and more than half of those do more than a billion). The company has 135,000 full time employees and did nearly $80 billion in revenue last year. In other words, Proctor & Gamble is freakin' huge.

And because of their scale, P&G already leverages massive amounts of technology. When talking about social media platforms, they mentioned that they already have more than a dozen in trial within the enterprise at the moment, and they continue to assess more. They have looked at every knowledge management system you can imagine, and continue to assess more. They have worked with every digital agency on the planet, and continue to assess more. What is interesting, however, is that one thing they aren't trying are cloud services. It was made clear that P&G runs everything behind their own firewall. And they have no intention of moving any part of their infrastructure into the cloud. P&G's view of the enterprise is pretty old school.

But when it comes to advertising, they clearly understand that they need to be more forward thinking. They aren't discounting television by any stretch. The continue to spend hundreds of millions of dollars in television advertising. But, as they say, P&G needs to "bring the experience to where she already is" (the folks at P&G always talk about "she" and "her" when discussing their customer) and they know that these days that is online. So they are working hard to have a big presence in digital media.

That said, Proctor & Gamble's online bets tend to be around huge aggregations of traffic, like Yahoo and Google. It was particularly interesting to see how bullish they are on Facebook. In a small group discussion about social media, one of P&G's technology leaders talked about Facebook's growth trajectory and how they are on a path to serve 5 billion people. Accordingly, P&G feels that it needs to have a significant presence on Facebook. If you are wondering if Facebook is making any money, you need look no further than P&G. It is clear that Proctor & Gamble is working with Facebook in a big way -- as an advertising platform and a brand destination. P&G's explicit goal for 2010 is to assure that each of its brands has a meaningful presence on Facebook and they are willing to pay dearly for that. And while P&G's thought leaders expressed some skepticism about the efficacy of Facebook's "engagement ads," they certainly view Facebook as a must-have for digital advertising and brand building. They didn't quantify what they are paying for that exposure, but it is quite clear that the numbers are very big.

Perhaps as interesting as P&G's love of Facebook, was its skepticism about Twitter. They described Twitter as "much more like television than one might think." To P&G, Twitter is a great broadcast medium -- it is best for one to many communications that are short bursts of timely information -- but as good as it is for timely information, the P&G folks do not view it as particularly relevant to what they are doing on the brand building and advertising side. For those things that Proctor & Gamble thinks are most interesting and important, they do not believe that Twitter will ever approach the value they can get out of a Google or Facebook. But they are open to looking at other alternatives that will have more of the engagement and brand building attributes that they hope to exploit in Facebook.

It was fascinating to get a bit of a view inside such a huge and influential company as Proctor & Gamble. And it is encouraging to see them reaching out to the greater tech community. In fact, P&G is opening an innovation office in the Bay Area and they've committed to have their senior execs make more frequent trips out to what they view as the "most important innovation ecosystem globally." It will be great to continue the conversation. There's no question that it will benefit P&G and Bay Area startups alike.

UPDATE: As you can see in the comments below, a representative from Proctor & Gamble wants to clarify that P&G does not now claim that they project Facebook's growth to 5 billion users. Rather, they are projecting the reach of their own products to 5 billion users. Since the growth projection that I heard at the P&G event wasn't attached to any time frame, I took it simply as a statement of how huge Facebook could become over time. And I agree. Facebook will be increasingly huge, and increasingly important, over time. So it didn't strike me as such a controversial statement. That said, Proctor & Gamble would like me to correct the misunderstanding, so please let it be known that if Facebook, in fact, reaches 5 billion users some day in the future, P&G did not project that that would happen :)

Comments

[https://me.yahoo.com/a/t5OzlXoU393GwglGu3uDfxhd47kbGjdR#e2ac6]

David, I happen to agree with P&G about Twitter and think TV is a good analogy. Like TV, most people are tuned out when blowing through Twitter updates. It's much more one-way than interactive.

I'm interested to know what particular brands P&G hopes to strengthen via Facebook. And what aspects of the brand? Depth, Awareness, Breadth?

It'll be interesting to see what P&G does. Very smart company.

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For those interested in learning more about P&G's social media work, check out Deborah Schultz on Feb. 4th when she presents at the Building Brands on Social Networks event in San Francisco. The event will also include other social media though leaders. You can learn more and register here: http://sproutinc.eventbrite.com/

Here's some background on Deborah: she consulted with Procter & Gamble where she architected the P&G Social Media Lab to study the impact of the social web on customer relationships and the business benefits of "open innovation." She continues as a member of P&G's Digital Advisory Board.

[https://me.yahoo.com/a/M9Pla3lrrOwqD81ykuVS0oPkDHaaNc5m#eaf5f]

Hi David � We're glad you found the session interesting, but I think there's a misunderstanding about the number of people P&G expects to reach on Facebook. P&G's stated goal is to serve 5 billion people with our brands globally - up from the 4 billion we serve today. We didn't intend for a number to be associated with another company's potential growth. We do see digital communication platforms as one of several ways to help achieve our goals. Thanks again for the interest � Tressie - P&G External Relations

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Hello! I got a post stating that some of my posts were brought to the attention as inappropriate for the group upon review. God help us all if the truth is not told about Actonel. In the future I will not discuss Actonel in discussion with you guys. But if allowed by the team, I will continue to post what Actonel are doing to people, as a journal. Thank you for listening and, May God blesses all the Actonel Victims and non Actonel victims. I pray that you all do not have to go through what I and the other Actonel victims have gone through, and continues to go through. This is a matter that must be discussed. We must not be afraid to discuss Actonel with its owner and manufacturers, namely Procter and gamble, at the time of my and some of you guys, as well, as all the other victims that you guys do not know about, life threatening adverse side effects, which are occurring now, tomorrow and thereafter. God help us all if the truth is not told to the public about Actonel and suspected patients, deaths, told by, doctors from all around the world. God help us all if the truth is not told to the public about suspected near death, adverse side effects told by doctors, health professionals and from people like you and I from all over the world. And God help us all if the truth is not told to the public about Actonel and suspected hospitalized patients, told by, doctors and health professionals and people like you and I from all around the world. On that site I received more replies than expected. Some were good and some were not good. I guess you can say people have mix feeling about the drug that can do life threatening harm to them. Some of the members on that site were afraid to learn what this drug can do to them. They would rather die or be hospitalized from severe adverse side effects. Some of the members got so upset, they showed their true personalities. I never thought people as old as I could be so cruel, hostile and disrespectful. Some of the members on that site wrote to the team to stop me from posting. And I do have proof of that. So the team removed my journal entitled, Do You Know All You Need To Know About Actonel, and the members heated replies to it, as well, as my replies back to the members. One would be sadden and surprise to read what some of the members had to say about the people family members that were mention in my journal, adverse side effects. I still have my replies that I posted concerning their hostile replies toward the people mention in my journal, as well as, all the other replies to my additional journals. I find myself reading them over and over again. I found that some of those people that did not want to read what I had to say, but still took the time to come on my site to read and then complaint to the team about what they had read in my journals were fakes. They had previous discuss Actonel to other members in somewhat the way I had done and continue to do, before I became a member. Actually, the sweet people on the site won my heart. Not because they agreed with what I had to say and wanted to learn more about Actonel, but because of the way they carried themselves through their writing. My goal is to continue to inform the people in this world, anyway that I can about the dangerous drug namely, Actonel. Unless someone out there has a better idea.

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1,4-dioxane is known to the state of California to cause cancer.
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Procter and Gamble agreed to reformulate after an Environmental health consumer advocate filed a notice of intent to sue in California, under Proposition 65, the state’s landmark toxics law. Procter and Gamble agreed to reformulate 18 of their Herbal Essences products to reduce levels of 1,4-dioxane to 10 parts per million or below.
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If you digested or swallowed toothpaste and mouthwash, can 1,4-dioxane get in your system and cause severe Lung, Esophagus and Stomach Cancer?
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Breast Cancer is breast cancer.
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Procter and Gamble Products that contains 1,4-dioxane are still on the market.

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Procter and Gamble have failed to provide the consumers with warnings about the danger of 1,4-dioxane to one's health.
Proctor and Gamble have failed to give instructions to the public on how to prevent deviation from accepted use of their products that contain 1,4-dioxane.

Is Cancer man made?

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Products can be made without 1,4-dioxane.

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http://www.sawfnews.com/Business/21801.aspx
US consumer products giant Procter and Gamble has pulled its popular SK-II line of beauty products off the shelf in China, sparking violence at the company's Shanghai office...
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Please click on the above link or copy and paste it in your browser and click enter to sign the Petition: By Choice For Procter & Gamble To Take The Contaminants Out Of Their Products.
Products can be made without contaminants.
Share, pass it around, place it on your wall and email this to friends, family and to people near and far.
To read more click on the above link to sign the petition.
After you have sign the petition then go to the below link to read even more.

http://petitionprocterandgamblecontaminants.blogspot.com/
Thank you.

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jøre det,har sykklet en del før,men blitt lite av det di siste år.
Har sykkel,men ikke tøy,så hadde vært morro for meg å prøvd ut dette.
Tror også at jeg er en typel