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

Better Together

Facebook and Google Work Together for Today’s Brand Marketer

Kevin LangeVP/Director, Starcom MediaVest [email protected]

Google vs. Facebook?

BRANDING WEAPONS

“If you want to talk to me, you have to listen to me as well.”

- Sheryl Sandberg, COO, Facebook

The new branding reality

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

Copyright SMG, 2010, All rights reserved

High involvement behaviors gauge the impact of a brand’s social media experience

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