Last week, we shared a fun series of 10 photos on the MarketingProfs Facebook page. The set was a takeoff on the "McKayla is not impressed" meme that parodies US Olympic gymnast McKayla Maroney’s hilariously sour expression after settling for a silver medal in the women’s vault final. That photo promptly birthed the Tumblr that transported McKayla and her smirk to places far away from London. Like the Sistine Chapel. Into an Andy Warhol painting. And what not.
The MarketingProfs version---"Ann Is Not Impressed"---featured me in the role of McKayla, scowling viciously at dumb marketing tactics. That bit of brilliance came from team member Dani Hagen. Corey O'Loughlin found all the images and wrote the captions, and Jo Roberts contributed her mad photo-editing skills. (Full back story here.)
The team effort earned MarketingProfs some nice buzz. We got lots of likes, comments, shares, tweets, and overall social love. Jackie Huba wrote about it on her Church of the Customer blog, and a few people---like my homey Doug Haslam---created their own versions riffing on #AnnIsNotImpressed. (I love Doug's "Ann is Nonplussed!")
Jackie said, "Riding a meme can be a great short-term buzz spreader. It shows that your organization is fun and doesn't take itself too seriously. It also gives your fans and evangelists one more thing to spread to their networks about you."
Since late spring, we've been putting a lot of effort into growing our Facebook fan base. The results are paying off. In the last month alone, we've seen an increase in Facebook fans of 32%, and Facebook has become one of our most valuable traffic sources. (In fact, 63% of those referred by Facebook are first-time visitors to the site.)
Of course, increasing the number of fans is a nice metric---and not an actual end goal. But at the very least, efforts like this one make it clear that our Facebook page is both a fun and informative place to be... just like MarketingProfs itself!
Ann Handley is chief content officer of MarketingProfs, author of Everybody Writes: Your Go-To Guide to Ridiculously Good Content, and co-author of the best-selling book on content marketing, Content Rules. Ann co-founded ClickZ.com, one of the first sources of interactive marketing news and commentary.