You knew it was coming, right? Someone was going to reverse the constant cattle drive for Facebook brand pages to get any and all likes, regardless of value, and become an exclusive social networking destination.
According to one of my favorite fun and snarky news sources, Adrants, "The [Grey Poupon] campaign, developed by Crispin Porter + Bogusky, will employ an
algorithm that will search and judge users' profiles based on their
proper use of grammar, art taste, restaurant-check ins, books read,
movie selections and other indicators of "classy." If the algorithm
detects poor taste in music or TXT speak, for example, they could be
rejected for membership. Those who do not qualify, will have their Like
rescinded and asked to refine their profile before trying again."
"Those who "cut the mustard" so to speak will be invited to take part
in the chance to win prizes and a Grey Poupon-approved "classy" badge
they can post on their profile."
Take a look at the Grey Poupon Facebook Timeline photo.
Okay, I did it. I applied. After giving the usual app permissions to access and use my info, etc, etc, it actually shows a ranking of my number of friends, education, musical taste, and an example of my grammar usage in a charming and fun little program. And whew, I made it!
I'd vote this campaign an A+. I just finished a book club book called, "Mistakes Were Made (but Not by Me)" by Carol Tavris and Elliot Aronson, which confirms what most of us already knew — if you have to work harder for something you'll value it more.
And we all know that the Gold Rush for fans and followers and Likes is a heady rush, but ultimately, engaging with one good prospect is better than attracting 1000 indiscriminate followers.
I think we can count on seeing a lot more of these types of differentiation programs to drive prospect nuturing and customer conversion now that Facebook has passed the 950 million fan mark (as of September 2012). And eventually the other social media channels will follow suit.
So did you cut the mustard? What's your score? Inquiring minds want to know. :-)