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

2. Google vs. Facebook?
BRANDING WEAPONS

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. Three principles
Listen to better engage
Amplify content with paid media
Optimize to meaningful brand experiences

5. 1. Listen to better engage

6. Facebook helps us listen to our audience…

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. Helping us listen since 2002

9. And with growing capabilities

10. Goodbye to the traditional ad unit
October 25, 1994 -
February 29, 2012

11. 2. Amplify content with paid media

12. 2. Amplify content with paid media

13. 3. Optimize to meaningful brand experiences

14. More effort = more engagement
High involvement behaviors gauge the impact of a
brand’s social media experience
Copyright SMG, 2010, All rights reserved

15. Meaningful engagement = future action
Source: June 2011 SMG Proprietary Research conducted across Facebook & YouTube

16. In summary: Better together!
Listen to better engage
Amplify content with paid media
Optimize to meaningful brand experiences