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