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Better Together


Facebook and Google Work Together for
Today’s Brand Marketer
                     Kevin Lange
                     VP/Director, Starcom MediaVest Group
                     Kevin.Lange@smvgroup.com
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, Facebook
Three principles


            Listen to better engage



        Amplify content with paid media


     Optimize to meaningful brand experiences
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 do they consume?

• What types of content do they identify with?

• Where else can I find more people like them?
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 social media experience




Copyright SMG, 2010, All rights reserved
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 meaningful brand experiences

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

Editor's Notes

  1. 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.