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