PAF Portland Advertising Federation Since 1906. Kevin Tate Principal, StepChange Group Chris Mike General Manager, Rocket XL Pat McCormick Partner, Conkling.

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Presentation transcript:

PAF Portland Advertising Federation Since 1906

Kevin Tate Principal, StepChange Group Chris Mike General Manager, Rocket XL Pat McCormick Partner, Conkling Fiskum McCormick Hallie Janssen Vice President, Anvil Media Ken Muraoka Media Planner & Buyer, CMD Agency The New Media Mix How 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 TO REACH 50 MILLION USERS: RADIO: TELEVISION: INTERNET: IPOD: FACEBOOK:MONTHS TO REACH 100MM

And Social Media is changing the game a bit

In Social Marketing, creative, technical + services earn a much higher % of overall execution budget Social Marketing requires a very different type of "spend" A Typical Television Ad CampaignA 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 Global Digital Communications Ford 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 Tate Principal, StepChange Group Chris Mike General Manager, Rocket XL Pat McCormick Partner, Conkling Fiskum McCormick Hallie Janssen Vice President, Anvil Media Ken Muraoka Media Planner & Buyer, CMD Agency The New Media Mix How Social Marketing is changing Media Spending