This is just a brief presentation looking at a few of the issues surrounding Google and Facebook and their battles for your advertising clicks

1. Google and Facebook
Phil Bradley
Summer 2014

2. What’s the issue?
http://www.spicytec.com/2011/07/facebook-vs-google-plus-funny.html

3. 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

4. A good Google search leaves it behind

5. A bad search leads to an advert click
https://www.flickr.com/photos/abhijittembhekar/3559150772/

6. 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

7. With Facebook search

8. You stay on Facebook

9. Clicking on Facebook adverts
You stay on Facebook

10. With Google, a list of meaningless
results

11. With Facebook, friends I can trust

12. Facebook can create instant results

13. 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

14. What are companies doing on
Facebook?

15. 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/

16. 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

17. 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

18. 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

20. http://allfacebook.com/good2bsocial-the-social-law-firm_b128216

21. 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

22. http://www.insidefacebook.com/wp-content/uploads/2014/06/A-facebook-minute2-1-
1.jpg

23. How is Google fighting back?

24. 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

25. 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%)

26. 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

27. 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

28. For more information
• Email: philipbradley@gmail.com or
philb@philb.com
• Web: http://www.philb.com
• Facebook:
https://www.facebook.com/philipbradley
• Blog: http://www.philbradley.typepad.com
• G+: https://plus.google.com/+PhilBradleyUK