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

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

2. 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.

3. 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

4. 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

5. 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?

6. 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

7. 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

8. "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

9. Thank you!