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1. Going Social With Your Brand
April 17, 2008
Anastasia Leng
Product Marketing Manager, Social Media
Google Confidential and Proprietary 1

2. What Is a Social Network, Anyway?
Google Confidential and Proprietary 2

3. Traditional Advertising = Broadcasting
Advertiser
Audience
Google Confidential and Proprietary 3

4. Social Media = Conversation Ready
for our
road trip?
Tell us how your car
Our car was voted
saved your road trip.
We’re safest car 5 years in
Submit at
expecting a a row.
LoveMyCar.com.
baby. Any
ideas for a
vehicle? Boy am I
glad you
got a car
with all
that
legroom!
Just got a We have an owners’
great big network where you
bonus at can meet other car
work and Have you checked lovers like you!
want to out our luxury line of
spoil cars?
myself. I just got
Any ideas? my first
car, and
it rocks!
Have you
seen that
new
convertible?
Google Confidential and Proprietary 4

5. Listening And Engaging The Community
Engage
Attract
Listen
Experiment
Google Confidential and Proprietary 5

6. Creating Your Own Network: Chrysler Listens
Google Confidential and Proprietary 6

7. Creating Your Own Network: Mini Owners’ Lounge
Google Confidential and Proprietary 7

8. Ad Targeting Tools You Can Use
User-Level Targeting Viral Targeting
Dem
ogr
aph
argeting ic T
mographic T a rget
De ing
Google Confidential and Proprietary 8

9. “Rules” for Good Stewardship
• Don’t slow people down
• Be yourself
• See what works, then invest larger budgets
• Constantly listen, evolve, iterate
• Give adequate media support to social campaigns
• Don’t try to force behavior
• Open your mind to measurement techniques
Google Confidential and Proprietary 9

10. “Social network audiences are less like
searchers and more like homebodies. The ads
that will work best aren’t those where people
have to leave the site, but those which allow
you to stay and keep hanging out.”
Source: Source: ”Why Social Ads Don’t Work”, bokardo.com social web design
Google Confidential and Proprietary 10

11. Thank You!
Q&A
Shift Into
High Gear
Google Confidential and Proprietary 11