PAF Portland Advertising Federation Since 1906. Kevin Tate Principal, StepChange Group Chris Mike...

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