adtech SF 2012: Facebook & Google Work Together for Today's Brand Marketer by Kevin Lange
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adtech SF 2012: Facebook & Google Work Together for Today's Brand Marketer by Kevin Lange

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  • Reality is less “Google vs. Facebook,” and more “buddy-cop thriller”. Google, the savvy veteran, Facebook the unpredictable upstart. Both are the best at what they do, and while they may not always like each other very much, brand marketers can make them both work together to achieve success in the new social-driven media landscape.

adtech SF 2012: Facebook & Google Work Together for Today's Brand Marketer by Kevin Lange Presentation Transcript

  • 1. Better TogetherFacebook and Google Work Together forToday’s Brand Marketer Kevin Lange VP/Director, Starcom MediaVest Group Kevin.Lange@smvgroup.com
  • 2. Google vs. Facebook? BRANDING WEAPONS
  • 3. The new branding reality “If you want to talk to me, you have to listen to me as well.” - Sheryl Sandberg, COO, Facebook
  • 4. Three principles Listen to better engage Amplify content with paid media Optimize to meaningful brand experiences
  • 5. 1. Listen to better engage
  • 6. Facebook helps us listen to our audience…
  • 7. …To better engage across all channels• Who is my most engaged audience?• What are they passionate about?• What other media do they consume?• What types of content do they identify with?• Where else can I find more people like them?
  • 8. Helping us listen since 2002
  • 9. And with growing capabilities
  • 10. Goodbye to the traditional ad unit October 25, 1994 - February 29, 2012
  • 11. 2. Amplify content with paid media
  • 12. 2. Amplify content with paid media
  • 13. 3. Optimize to meaningful brand experiences
  • 14. More effort = more engagement High involvement behaviors gauge the impact of a brand’s social media experienceCopyright SMG, 2010, All rights reserved
  • 15. Meaningful engagement = future action Source: June 2011 SMG Proprietary Research conducted across Facebook & YouTube
  • 16. In summary: Better together! Listen to better engage Amplify content with paid media Optimize to meaningful brand experiences