Better TogetherFacebook and Google Work Together forToday’s Brand Marketer                     Kevin Lange                ...
Google vs. Facebook?     BRANDING WEAPONS
The new branding reality    “If you want to talk to me, you    have to listen to me as well.”    - Sheryl Sandberg, COO, F...
Three principles            Listen to better engage        Amplify content with paid media     Optimize to meaningful bran...
1. Listen to better engage
Facebook helps us listen to our audience…
…To better engage across all channels• Who is my most engaged audience?• What are they passionate about?• What other media...
Helping us listen since 2002
And with growing capabilities
Goodbye to the traditional ad unit   October 25, 1994 -                         February 29, 2012
2. Amplify content with paid media
2. Amplify content with paid media
3. Optimize to meaningful brand experiences
More effort = more engagement            High involvement behaviors gauge the impact of a                      brand’s soc...
Meaningful engagement = future action  Source: June 2011 SMG Proprietary Research conducted across Facebook & YouTube
In summary: Better together!            Listen to better engage        Amplify content with paid media     Optimize to mea...
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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

    1. 1. Better TogetherFacebook and Google Work Together forToday’s Brand Marketer Kevin Lange VP/Director, Starcom MediaVest Group Kevin.Lange@smvgroup.com
    2. 2. Google vs. Facebook? BRANDING WEAPONS
    3. 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. 4. Three principles Listen to better engage Amplify content with paid media Optimize to meaningful brand experiences
    5. 5. 1. Listen to better engage
    6. 6. Facebook helps us listen to our audience…
    7. 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. 8. Helping us listen since 2002
    9. 9. And with growing capabilities
    10. 10. Goodbye to the traditional ad unit October 25, 1994 - February 29, 2012
    11. 11. 2. Amplify content with paid media
    12. 12. 2. Amplify content with paid media
    13. 13. 3. Optimize to meaningful brand experiences
    14. 14. More effort = more engagement High involvement behaviors gauge the impact of a brand’s social media experienceCopyright SMG, 2010, All rights reserved
    15. 15. Meaningful engagement = future action Source: June 2011 SMG Proprietary Research conducted across Facebook & YouTube
    16. 16. In summary: Better together! Listen to better engage Amplify content with paid media Optimize to meaningful brand experiences
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