PAF Portland Advertising Federation Since 1906
Mar 26, 2015
PAFPortland Advertising Federation
Since 1906
Kevin TatePrincipal, StepChange Group
Chris MikeGeneral Manager, Rocket XL
Pat McCormickPartner, Conkling Fiskum McCormick
Hallie JanssenVice President, Anvil Media
Ken MuraokaMedia Planner & Buyer, CMD Agency
The New Media MixHow Social Marketing is changing Media Spending
Employing a "Mix" of Media is nothing new…
But the Media Landscape is changing at Light Speed(cue Staggering Figures…)
HOW MANY YEARS IT TOOK TOREACH 50 MILLION USERS:
RADIO:
TELEVISION:
INTERNET:
IPOD:
FACEBOOK: MONTHS TO REACH100MM
38
14
4
3
9
And Social Media is changing the game a bit
In Social Marketing, creative, technical + servicesearn a much higher % of overall execution budget
Social Marketing requires a very different typeof "spend"
A Typical Television Ad Campaign A Typical Earned Media Campaign
- Fred Wilson, Ad Age 2009 Keynote
Why?…because "Earned Media" works differently
Strategy: to humanize the company by connecting consumers with Ford
employees and with each other when possible, providing value in the process.
Scott Monty (@ScottMonty)Global Digital CommunicationsFord Motor Company
Using Ford as an example of putting Social Media / Marketing "in the mix"
The Spending Challenge (& Opportunity)for the New Media Mix
"I can pick up the phone and buy $20 million in television media in two minutes.
To put even $200,000 to work on social media…
I don't even know where to start."
- Fortune 500 CPG Marketing Exec, 2009
Kevin TatePrincipal, StepChange Group
Chris MikeGeneral Manager, Rocket XL
Pat McCormickPartner, Conkling Fiskum McCormick
Hallie JanssenVice President, Anvil Media
Ken MuraokaMedia Planner & Buyer, CMD Agency
The New Media MixHow Social Marketing is changing Media Spending