Mike McGraw

Website: http://www.bigfuel.com

Contact: mikem@bigfuel.com


Mike McGraw has been at the forefront of emerging content development for most of his career.

Mike currently oversees content distribution and operations for Big Fuel, a digital consumer engagement agency based in New York. At Big Fuel Mike uses his experience with broadcast, online and mobile platforms to develop effective strategies for clients like Colgate/Palmolive, Stetson, Johnston and Johnston, Yahoo, AOL, Fox, SBS, Alcon, Fisher Price, Unilever and MTV.

Before joining Big Fuel, Mike founded Link Media Management, a digital content strategy firm in Los Angeles that produced HD content for pay TV and maintained an innovative consulting practice in the entertainment sector. During this time Mike also completed a year long digital transformation project for Australian broadcaster SBS.

Before Link, Mike worked in Sydney heading up broadband content development for Telstra’s Broadband Service. In this role, Mike oversaw launches of several on-line services, including Australia’s first large-scale music download site, two national sports channels and the largest online games portal in the Pacific Rim.

Prior to Telstra, Mike served as Managing Director for Massive Interactive in Sydney where he built a development team that engineered groundbreaking iTV and broadband service roll-outs for Austar, Foxtel, Telstra and Sky New Zealand.

Mike also gained considerable experience in pay television as VP of production and programming for Gaylord Cable Networks where he launched Country Music Television (CMT) into several markets around the globe. Mike also owned and operated Moving Story Pictures, an independent broadcast production company offering programming consulting, production, branding and other creative services to the pay TV industry. Some of Moving Story Pictures’ clients included: CBS Cable, A&E, Sony Music, Greystone Entertainment, Automatic Pictures, Country Music Television (CMT) and The Nashville Network (TNN).

Author Posts (8)


  • The Tao of Content Syndication

    “The Tao of Content Syndication” operates in a world where  building social components into the distribution model is vital. It used to be you just created content and bought the eyeballs. Now we live in a world where those eyeballs are playing many different roles: the consumer can be the producer, the distributor, the reviewer, […]


  • Study Shows Companies Looking for Long Term ROI from Branded Content

    The Custom Publishing Council (CPC) just release its numbers for 2009 and there’s some interesting takeaways from the report for agencies looking to hit the sweet spot in the branded content space.  Over half the brands surveyed (54%) are using branded content for awareness-based campaigns while only 21% where concerned with up-selling or short term […]


  • 5 Great Presentations on Measuring Social Media ROI

    Here’s are the five most poignant and entertaining decks created on the topic of measuring the impact Social Media has on ROI.  Things I’m looking for are: good balance between conceptual and tactical shows a discernible link between common business mandates and social metrics case studies are a plus leaves us with actionable techniques entertaining […]


  • The Uber list of ways to measure social media ROI

    The opportunity (and dilemma) for most social agencies is the reality that campaign  measurement is largely determined by an ever growing pool of content  platforms and networks that all seek the converse with the audience in slightly different ways.  This does not exactly make standardization very attainable but it does make customization a powerful and […]


  • The CMO struggle to measure real Social Media ROI

    I’ve been to three ad industry/media conferences in the last three weeks and there’s one issue that remains center stage as the social tsunami continues to wash over the digital media landscape.  That issue is of course, “What is the real value of social media and how do we measure it.  Most decision makers intuitively […]


  • Focus groups vs. analytics in measuring social media ROI

    Tom Gerace’s recent post in imedia connection, attempts to measure the true brand value of a social campaign.  What I found interesting about it was that here you have one of the  leading social platforms, Gather, with access to best analytics tools in the space, choosing to use predominately traditional sampling and focus testing techniques. […]


  • ROI is 100% media agnostic

    Olivier Blanchard gave an interesting presentation and made a point that we often loose site of, “ROI is 100% media agnostic” and it usually happens in a specific sequence that goes something like this: Investment > action > reaction > non-financial impact > financial impact. “ROI” doesn’t care much about engagements and even less about […]


  • Evolution of the Consumer

    As the traditional broad reach ad channels continue to spiral down the path of less eyeballs for more money, one has to wonder what powerful forces have conspired to bring about this tectonic shift in the media landscape. The answer of course is YOU, the consumer!  After decades of having your tastes squeezed through the […]