Darren Rowse is a pretty visionary sort of guy. As the driving force behind Problogger and TwiTip, he’s been at the forefront of social media monetisation. So I guess the writing was well and truly on the wall when he posted an April Fool’s prank last year promoting a new pay-per-tweet service. Of course, Darren was only joking. However, it was only a matter of time until Twitter whoring became a reality. Yesterday seems to be the day it officially went mainstream, with popular singer John Mayer openly introducing paid ads into his Twitter stream. Ugh…
For those who missed out on all the fun, it began with this Tweet from the popular crooner:
Yuck! Surely a contender for worst Tweet of the year. Until it was followed up with this…
Personally, I think it would have been far more appropriate if he had of cut a Twitter deal with these guys…
Because that’s what he’s serving up to his followers. It seems I’m not the only one. Here’s what some of his followers had to say about the Tweets:
Ouch! It may seem strange that I’m also critical of Mayer’s advertising within Twitter, particularly after I published a list of Australian brands on Twitter two weeks ago. But there is a big difference between advertising and marketing. I have absolutely no problem with companies utilising Twitter as a communications tool to connect with customers. Indeed, I think a proactive outreach program via Twitter is an excellent customer support and retention strategy. Frank Eliason from Comcast has proven it works, and it’s great to see Telstra giving it a crack in Australia as well. In fact, I’m currently advocating a similar customer outreach program for a major client within an established online community (not Twitter).
However, this style of participation is based on the marketing objectives of customer support and retention. It aims to connect with customers at a relevant moment when they’re already talking about a brand. It takes advantage of the transparency of Twitter as a communications tool to deliver superior customer service. A little Big Brother like perhaps, but if a positive outcome is delivered everyone’s happy. Blatant advertising is a different story altogether…
Twitter is an opt-in communications channel. People who follow John Mayer do so because they are interested in him or his music. If they were interested in Campbell’s Soup, they would have subscribed to a Campbell’s feed (if they actually have one). The message from Campbell’s was commercial in nature and unsolicited. And that equals spam.
Now… I’m not naive enough to believe that popular Tweeters aren’t already integrating the odd paid product placement into their stream. Heck… I’m certain I’ve seen a few examples from marketing leaders that I follow. But the difference is that they’re smart enough to keep the endorsements on topic. They make recommendations in their field of expertise. The Tweet remains relevant even if they are sponsored. And they know their reputations are on the line if they endorse a sh*t product. So I’d still trust their judgment.
What I don’t trust is John Mayer’s opinion on canned soup. What does he know about soup? What is his endorsement based upon? Cullinary abilities? Nutritional information? Of course not. His endorsement is based purely upon the cheque he received for pimping it. Here’s a piece of advice John… If you’re intent on monetising your Twitter feed (although I’m pretty sure you don’t need the cash…), try limiting your endorsements to fields in which you actually have some credibility. If you endorse a new band I might trust your opinion. If you recommend a specific guitar I’d expect you’d know better than most. But beyond that, please don’t insult our intelligence…
As for Campbell’s, nor should they escape the heat. If they have decided in their wisdom that Twitter is an environment worth investing in, why not actually use the channel for its intended purpose… communication. Sure… soup ain’t the most exciting product in the world, but if H&R Block can find an angle of participation and develop a Twitter following, I’m sure Campbell’s can too. Lazy is probably the most complimentary word I can think of to describe their approach.
And on that note I’ll get off my soap box. Let’s just hope this isn’t a sign of things to come for Twitter. Otherwise, future interactions could have about as much substance and authenticity as Lisa Nova’s Twitter conversations…
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i’ve been following the search term “john mayer” all weekend since the campbell soup ad tweet. there are a lot of fans that aren’t happy about it, but there are others that have no problem with it.
you know my opinion, I don’t have a problem with it. celebrities endorse products all the time. whether its 50 cent selling vitamin water or Dr Dre hocking his new headphones, etc… Yes, you have opted in to his tweets, and for the purpose for hearing this thoughts, views and opinions, most likely about his music. If he makes it clear that some of the ads are tweets, and people still choose to follow, than they’ve accepted. they can always opt out. ads will probably only make up 1% of his tweets. what’s the different if he’s selling guitars or new bands that pay him, shouldn’t that be “spam” under your definition too?
to me, its like buying a magazine for the content and seeing the ads in there. no, u didn’t buy the magazine for the ads, but we put up with it (because it helps pay for the magazine). Similarly, a fan might subscribe to mayer’s eDM and he might have some ads in there. the fan’s not going to complain and say they didn’t opt in for the ads.
The difference I see is that ads in traditional formats are there to ensure the provider (the print mag, tv station etc) maintain a viable business. In Mayer’s case he’s putting ads in there not to support Twitter, but to line his own pockets. The ads don’t need to be there… unless it becomes part of Twitter’s business model.
As for the spam issue, yes… I would still see guitar endorsements as potential spam, but at least he’s qualified to comment on it. At the very least, it will appear a more genuine endorsement. Today he tweeted about a ‘brand of delicious cookies’. I viewed this very skeptically. Just looks like another couple of grand in his pocket to me. I don’t trust anything he says now.
The question I have is, who’s telling Campbell’s this is a smart idea? Why do they think they have to pay others to Tweet when they can develop an online following themselves by further nurturing those who post about them without being paid?
I’d love to get an insight into that particular consultant’s social media experience… phew.
Hey, we love that SPAM in can ( aim from Hawaii) but not the spam in the internet. I guess it’s up to the FOLLOWERS if they will follow whoever does the AD wouldn’t we think?
OK, maybe I should read all the comments before I comment, but I am in a hurry. I’d come back later. Just had to say my 2 cents worth
Sure, he might be naturally more qualified to endorse guitars or bands but without any disclosure how do you know that he’d not just put his name to a musical instrument or a new band that’s paid him? In reality, you don’t really need to know much about soup or cookies to be able to say whether they tastes good or not (knowing its health benefits is another matter, of course).
I agree with what you said: “there is a big difference between advertising and marketing”. And the points you made in your comment reply to inspireworlds summarizes it perfectly.
This just feels slimy somehow. It’s like a self-imposed magpie.
And on another level, I find myself even more bothered by the fact that I don’t get the sense John Mayer needs the money. Deep down, I know this shouldn’t have any relevance to the overriding issue here, but it adds another layer to the ick factor.
It does make me consider though – if Cambell’s (or another company) teamed up with high-profile tweeters in an arrangement where the money went to charity, that would put another spin on the situation somehow. Perhaps the financial benefactor influences whether it’s marketing or advertising/spam . . . .
I don’t remember what tweet took me there, but for some reason I went to the Spam company’s site recently. It’s a hoot. They really have a sense of humor. Good stuff.
Then along comes spam in all sorts like this new stuff–Campbell’s soup endorsed by a singer?–pleeze, give me a break! That’s not what I want in my feed stream.
I didn’t take it seriously. I figured Mayer was doing this as a joke. And a pretty funny one at that. Great satire.
And if he is getting paid, still funny. As someone who does believe in sponsorships, I think Mayer using his Tweets to promote soup makes a statement about how not to go over the top.
Totally agree that whoring out your twitter is icky, and also with the points that if you ARE going to endorse things, it’s better to have them be consistent with your area of expertise. It being John Mayer though, I kind of wonder if it’s even real. He seems to like joking and messing with people, posting twit pics links to other accounts than his, and lots of pop culture references in general. And check out his next two tweets after the soup ones:
“How can you be a sell-out when the high art in question is Twitter? Can you be the Bob Dylan of Twitter? “You know who always kept it real?”1:49 AM Mar 7th from web
It’s an interesting social study to read what people have to say about my selling ad space in my Tweets. Many are upset.1:57 AM Mar 7th from web”
I think he’s fascinated with people and their reactions to things. Seeing as it’s Campbell’s Soup, he may even be pulling an Andy Warhol reference.
Then again, maybe he sold his twitter to Campbell’s. I have no idea. And the conversation about twitter spam is important either way.
Knew it was only a matter of time before all of the big companies would try to get into Twitter. I think this is the opening shot, they all wanted to do it but no one wanted to be first. Now that it has happened it is just a matter of time before it spreads. We will have to see how the Twitter public feels about it.
I’m really thinking this has to be a joke from John Mayer. He doesn’t really need to be pulling an income from Twitter and he does have an odd sense of humour (ever seen his show?).
Regardless the idea of Twitter whoring is a definite reality and it’s unfortunate but probably a necessary step for Twitter to be viable long-term. Nothing really stays pure on the Internet for long when there is money to be made.
Strange timing. Yesterday I had several conversations that ended with the conclusion that twitter has officially entered the mainstream. There’s too many reason’s why it has to list here, but this is the icing on the cake. I think I’ll mark it in my calender. Nice work!
Excellent rant, James, and one fully deserved. I honestly thought that first tweet from Mayer could only be a gag, but to have it turn out to be legit was jaw-dropping. Not only that Mayer would consider selling out his stream (and thereby his fans) in that way but also that Campbells saw this as an effective engagement technique. Are Mayer fans characterised as greater eaters of soup than other music followers? It just seems such a bizarre vertical for Campbells to target.
I don’t have any problem with inserting paid content (Have you driven a Ford lately?), product placements (Visa- It’s everywhere you want to be) or self promotion (follow me on twitter! http://twitter.com/benshoemate) into conversations that take place in Twitter, blogs comments, or even real life as long as it doesn’t interrupt, (You’re in good hands with Allstate), distract, or alter the meaning of the conversation. To ensure this I think people should do as they do in newspapers and blogs and clearly specify what is an ad. #ad #paid # sponsoredad or #spam
I find this whole conversation silly. The man is selling his tweets. Big deal. If you don’t like it, don’t follow him, or unfollow him.
This whole argument about not having any expertise to endorse Campbell’s soup … c’mon! What kind of expertise do you need to tell someone you like something? Taste buds? You seriously discredit his opinion on music because he got paid to endorse soup? I don’t think he’s the problem.
Athletes, actors, and other famous personalities endorse products all the time. No one claims an actress loses her credibility as an actress because she does a commercial endorsing aspirin, do they?
Twitter is opt-in/opt-out. If you don’t like it, simply unfollow. That’s how simple it is. The rest of this is just plain silly.
Dude – What makes you think this is the REAL John Mayer??? Look at the wallpaper and the tweets – doesn’t add up. Wake up and smell the coffee, you’re being punked!
Was always going to happen but I guess a lot of people are disappointed especially because ihe is a celebrity. Twitter was going to be the way for people to connect with their celebrities directly and skip the BS in mags and rags. Unfortunately, this was inevitable but people had hoped that they wouldn’t be duped.
Seriously people, get over yourselves.
I think he’s doing just to see people’s reactions. I think it’s quite funny that people actually think he’s getting paid by Campbell’s to advertise in his tweets.
And I’m also amazed how many fell for it.
Bravo John
I think that anyone looking to advertise in Twitter is better served posting links to sites that list their “sponsored” products & services or at the least to blog posts about these products. Posting information such as “i need some delicious soup” is just plain horrible advertising anyway. Why do people continue to paid actual money for these horrible ideas? Who the hell is approving these at the brand-level? some C-level dork locked away in his measurement figures from 2005? Dude get a clue.
Remember the reason that the tone of marketing/advertising has changed from “confrontational” to “conversational” is because we are all tired of being TOLD anything, we rather to FIND out from sources we trust. Using your Twitter popularity to TELL someone else’s advertising pitch is SPAM. Unless you are being completely 100% transparent about your sponsorship/advertising/incentives then Unfollow immediately.
Why is everyone take that type of marketing so personal on Twitter. I would say most of the people are on this site because they have a goal in mind. Whether it is to reach a number of followers or make business relationships, I believe that most of the tweets are directed to accomplish something.
I think sometimes that people on Twitter act “Stuck-up” like they are above Spam and that type of advertisiment.
Can somebody please shoot Lisa Nova. That was one of the worst 3:02 minutes of my life.
He was Joking!!!!!
As in real life, it’s proves that people will jump and rush to their own judgement. People who don’t take the time to know us properly and in the case of judging someone via online actions of ‘John Mayer’, if as a expert on marketing doesn’t take the time to properly know his style of humour, they will be at greater risk of getting it wrong..
I see you have your own advert on here quote ‘ I couldn’t help noticing you’re new round here. If you like what you read, why not subscribe to my RSS feed. It’s what all the cool kids are doing along with ‘ Top 20 marketing blogs’
You’ve written a whole article witout first checking for offical confirmation.. was that cool! and the quality worthy of a Top 20 marketing blog?
@ Dee – I’ll admit I’m not a Mayer fan. I’m reporting on the marketing story, not the man. Regardless of whether Mayer was joking (which I’m yet to see any real confirmation of) it remains a valid discusion within the industry because it was only a matter of time before someone tried it.
Your argument around me placing ads has no merit. This blog is not monetised in any way, shape or form. That ‘ad’ has no commercial benefit for me. John Mayer’s did. Big difference.
@ Dee, besides, it’s well known that all online tribes are highly protective in their own environment
The singer can be or not messing around and having fun, bl it’s not the place and time for such thing as the whole environment feels they need to preserve and defend their tribe.
BTW i hate his music.
Lucio
BTW I hate his music but respect his success,talent and his Intelligence
instead of giving the money to john mayer, twitter should be charging Campbell’s. twitter is the one that needs the revenue. company’s have the dollars. well i hope at least twitter is getting a percentage of the ad revenue. i’d like them to be around for a while but could n’t give two cents about john mayer
I’m actually surprised that people were following him in the first place. I just don’t see what people think is so great about him. Sorry.
Lol…I can’t believe it either.
I think Twitter is a really interesting platform, and 9 times out of 10 a person who critiques it heavily, and in vivid detail; is addicted more than they might be willing to accept. I also think new-slang and ‘twitter jargon’ is for people to play lots of Dungeons and Dragons.
While I don’t agree that advertising isn’t marketing I will say that this is an example of someone entirely missing the point of what networking is all about. Someone needs to sit John Mayer’s publicist down and simply explain that what he/she did was the equivalent of rocking up to a party, vomiting on the floor, and then handing the host shamwow while reciting the virtues of the incredible clean up power. It’s like a towel, chamois and sponge all in one!
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