Ken Muraoka - SEMpdx Presentation

Buying your way into the conversation
Ken Muraoka; CMD, Media Planner/Buyer
Thursday, October 15, 2009

8 minutes – 5 points
Be prepared to give up some budget. Good thing social media is free, right?
Clicks aren’t as cool as everyone thought.
Find the right channel for your target, you can still buy your way into their hearts and minds.
Paid media and social media need to be complimentary.
Get creative, play match maker.

I thought social media was free…
Level set the client, social often isn’t as costly as some traditional media, but it isn’t free
Paid placements exist on social media channels
Include in initial consideration
All different pricing models
CPM
CPC
Bid model

But there’s no where to click thru
Traditional digital is about driving traffic, social is about driving engagement
Most digital metrics asses each individual interaction, emerging social metrics measure the entire ecosystem
Click-conversion vs. Share of conversation
New metrics emerging
Number of followers
Total fans or friends
Frequency of re-tweets

Does it fit? Not; is it popular?
Different channels are effective for different audiences and objectives
LinkedIn for BtoB and executive targeting
Facebook for niche groups, age demo and geographical
Twitter if you have enough to say
Buy where your other efforts are
Will the placements help to accomplish your client’s goals and campaign objectives?

Ketchup and Mustard, notMayonnaise and Miracle Whip
Paid and social media should compliment and support each other, not replace one another
Paid media should bring people
into the conversation
Social media should engage
once user are brought in
Continued interaction and
engagement keeps enthusiasts
interacting with the brand

Connect the two
Traditional planner and buyers have to lead finding opportunities to incorporate the two
Leverage social media content in traditional media placements
Rich Media – XML Feeds/Twitter Feeds
Unique opportunity to do something different
Make it up, it might actually work

"Social media is like teen sex, everyone wants to do it. No one actually knows how. When finally done, there is surprise it's not better."
Tweeted by Avinash Kaushik, Google, Analytics Evangelist
http://news.cnet.com/8301-13577_3-10185477-36.html

Thank you!

Ken Muraoka - SEMpdx Presentation

by CMD Agency on Oct 15, 2009

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Ken Muraoka - SEMpdx Presentation — Presentation Transcript