Buying your way into the conversation<br />Ken Muraoka; CMD, Media Planner/Buyer<br />Thursday, October 15, 2009<br />
8 minutes – 5 points<br />Be prepared to give up some budget.  Good thing social media is free, right?<br />Clicks aren’t ...
I thought social media was free…<br />Level set the client, social often isn’t as costly as some traditional media, but it...
But there’s no where to click thru<br />Traditional digital is about driving traffic, social is about driving engagement<b...
Does it fit? Not; is it popular?<br />Different channels are effective for different audiences and objectives<br />LinkedI...
Ketchup and Mustard, notMayonnaise and Miracle Whip<br />Paid and social media should compliment and support each other, n...
Connect the two<br />Traditional planner and buyers have to lead finding opportunities to incorporate the two<br />Leverag...
&quot;Social media is like teen sex, everyone wants to do it. No one actually knows how. When finally done, there is surpr...
Thank you!<br />
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Ken Muraoka - SEMpdx Presentation

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CMD's Ken Muraoka discusses the state of the paid media business.

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Ken Muraoka - SEMpdx Presentation

  1. 1. Buying your way into the conversation<br />Ken Muraoka; CMD, Media Planner/Buyer<br />Thursday, October 15, 2009<br />
  2. 2. 8 minutes – 5 points<br />Be prepared to give up some budget. Good thing social media is free, right?<br />Clicks aren’t as cool as everyone thought.<br />Find the right channel for your target, you can still buy your way into their hearts and minds.<br />Paid media and social media need to be complimentary.<br />Get creative, play match maker.<br />
  3. 3. I thought social media was free…<br />Level set the client, social often isn’t as costly as some traditional media, but it isn’t free<br />Paid placements exist on social media channels<br />Include in initial consideration<br />All different pricing models<br />CPM<br />CPC<br />Bid model<br />
  4. 4. But there’s no where to click thru<br />Traditional digital is about driving traffic, social is about driving engagement<br />Most digital metrics asses each individual interaction, emerging social metrics measure the entire ecosystem<br />Click-conversion vs. Share of conversation<br />New metrics emerging<br />Number of followers<br />Total fans or friends<br />Frequency of re-tweets<br />
  5. 5. Does it fit? Not; is it popular?<br />Different channels are effective for different audiences and objectives<br />LinkedIn for BtoB and executive targeting<br />Facebook for niche groups, age demo and geographical<br />Twitter if you have enough to say<br />Buy where your other efforts are<br />Will the placements help to accomplish your client’s goals and campaign objectives?<br />
  6. 6. Ketchup and Mustard, notMayonnaise and Miracle Whip<br />Paid and social media should compliment and support each other, not replace one another<br />Paid media should bring people <br /> into the conversation<br />Social media should engage<br /> once user are brought in<br />Continued interaction and<br /> engagement keeps enthusiasts<br /> interacting with the brand<br />
  7. 7. Connect the two<br />Traditional planner and buyers have to lead finding opportunities to incorporate the two<br />Leverage social media content in traditional media placements<br />Rich Media – XML Feeds/Twitter Feeds<br />Unique opportunity to do something different<br />Make it up, it might actually work<br />
  8. 8. &quot;Social media is like teen sex, everyone wants to do it. No one actually knows how. When finally done, there is surprise it&apos;s not better.&quot;<br />Tweeted by Avinash Kaushik, Google, Analytics Evangelist<br />http://news.cnet.com/8301-13577_3-10185477-36.html<br />
  9. 9. Thank you!<br />

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