Download - adtech SF 2012: Facebook & Google Work Together for Today's Brand Marketer by Kevin Lange
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Better Together
Facebook and Google Work Together for Today’s Brand Marketer
Kevin LangeVP/Director, Starcom MediaVest [email protected]
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Google vs. Facebook?
BRANDING WEAPONS
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“If you want to talk to me, you have to listen to me as well.”
- Sheryl Sandberg, COO, Facebook
The new branding reality
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Three principles
Listen to better engage
Amplify content with paid media
Optimize to meaningful brand experiences
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1. Listen to better engage
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Facebook helps us listen to our audience…
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…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?
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Helping us listen since 2002
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And with growing capabilities
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Goodbye to the traditional ad unit
October 25, 1994 -
February 29, 2012
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2. Amplify content with paid media
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2. Amplify content with paid media
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3. Optimize to meaningful brand experiences
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More effort = more engagement
Copyright SMG, 2010, All rights reserved
High involvement behaviors gauge the impact of a brand’s social media experience
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Meaningful engagement = future action
Source: June 2011 SMG Proprietary Research conducted across Facebook & YouTube
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In summary: Better together!
Listen to better engage
Amplify content with paid media
Optimize to meaningful brand experiences