google v facebook
DESCRIPTION
This is just a brief presentation looking at a few of the issues surrounding Google and Facebook and their battles for your advertising clicksTRANSCRIPT
Google and Facebook
Phil BradleySummer 2014
What’s the issue?
http://www.spicytec.com/2011/07/facebook-vs-google-plus-funny.html
Facebook V Google
• They want to BE the internet
• Facebook owns social• Facebook wants to
make lots of money from adverts
• Google think they ARE the internet
• Google owns search• Google wants to
continue making lots of money from adverts
They both want to use YOU as livestock
A good Google search leaves it behind
A bad search leads to an advert click
https
://w
ww
.flic
kr.c
om/p
hoto
s/ab
hijitt
embh
ekar
/355
9150
772/
If Google is GOOD at search it doesn’t make any money
If Google is bad at search, clicks on adverts make money
BUT in any case, you leave Google behind
With Facebook search
You stay on Facebook
Clicking on Facebook advertsYou stay on Facebook
With Google, a list of meaningless results
With Facebook, friends I can trust
Facebook can create instant results
Google V Facebook
With Google• Results are based on
websites• No easy, immediate way of
checking the authority of the content
• Google finding it increasingly difficult to index social media based content
With Facebook• Results are based on friends
recommendations• Can immediately check with
friends• In the future results will
include status updates as well as likes etc
What are companies doing on Facebook?
Time Magazine
• Grown Facebook likes by 44% in 3 months to 5.4 million
• Ahead of Buzzfeed (2.9 million), Huffington Post (3.3) and close to New York Times (7.6)
• Facebook is now Time’s 3rd biggest traffic source
http://digiday.com/publishers/time-com-winning-facebook/
What are they doing?
• Posting more stories – 3 per hour
• Reduced status updates to a single line
• Trained staff to optimise their headlines for social media
• Found the right voice
Law Firms on Facebook doing it right
• Brand specific landing pages, with clear introductions to the firm
• Emphasis the human side of the firm with images, updates, commentary
• Related likes that match the firm’s practice and ethos
• A clear sense of the audience• A casual but informative tone
More examples
• Blend legal news with updates on the firm• Use Events to promote firm hosted seminars
etc• Engage with visitors from the CEO downwards• Integration with other social media• Information on the firm’s subject area to
emphasis expertise
http:
//al
lface
book
.com
/goo
d2bs
ocia
l-the
-soc
ial-l
aw-fi
rm_b
1282
16
But...
• It’s often just a token effort, demonstrating a poor level of understanding of social media
• Many are not making content interesting or valuable
• They have a low level of engagement with the readership
• They do not understand the value of social media in engagement
http:
//w
ww
.insi
defa
cebo
ok.c
om/w
p-co
nten
t/up
load
s/20
14/0
6/A-
face
book
-min
ute2
-1-
1.jp
g
How is Google fighting back?
Google+
• Google search incorporates information from the Google+ social network
• G+ offers communities, video hangouts, events, pages, local options
• Reached 359 million monthly active users
Google+
• Tries to combine all of its ‘real estate’ into its own version of Facebook
• Links Google+ closely to YouTube
• Grew at rate of 33% from 2012-2013 (Facebook grew 23%)
Is it one or the other?
• Need to be active in both markets and go to where the conversations are
• Both provide access to markets
• Both do very different things
One or the other?
• If you spend time getting good rankings for your website, you HAVE to do the same for Facebook
• Remember: Facebook is NOT about ‘friends’, it is a hardnosed business environment being used by global businesses
For more information
• Email: [email protected] or [email protected]
• Web: http://www.philb.com • Facebook:
https://www.facebook.com/philipbradley • Blog: http://www.philbradley.typepad.com • G+: https://plus.google.com/+PhilBradleyUK