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