There is a lot of hype around digital media today: 184 million bloggers (and counting)... 350 million Facebook members (and counting)... 1.2 billion YouTube video streams daily (and counting)... 4 billion mobile phone subscribers globally (and counting). The hype can lead to confusion, and confusion can lead to inertia.
Companies cannot afford to be idle in this new landscape. The newspapers, magazines and TV networks on which we've depended so long don't have the same impact. The 24-hour news cycle is dead. Consumers increasingly turn to search engines, social media and their peers for information and advice. As a result, companies must change the way they communicate with them.
Cohn & Wolfe Digital helps clients navigate the rapidly changing digital media landscape to achieve business results and competitive advantage. We develop strategies and social media platforms that allow them to move from one-way marketing channels to authentic, two-way conversations. We do this by working with our clients to implement Cohn & Wolfe's World-Class Digital Media™, an approach based on real experience implementing programs for leading brands like Dell, Nike, SAS, Proctor & Gamble, Red Lobster, Genentech, Merck and M.D. Anderson.
World-Class Digital MediaTM starts with developing a digital media strategy for our clients that addresses four core capabilities - Listen, Influence, Engage, Community - as well as important considerations like education, measurement, policy, tools and technology.
Listen
It is impossible to effectively join the online conversation without understanding how people are talking about your brand, products, key issues and competitors. We create custom monitoring and research programs to meet clients' unique objectives. This can range from a focused approach aimed at the top 20 digital influencers to a 24x7, large-scale, multi-language initiative.
Influence
Once we have insight into the online conversations surrounding a brand, the next logical capability unleashed is Influence. Here we target online influencers to impact online conversations, as well as mainstream media (MSM) coverage. This is a powerful strategy to launch products and support existing brands, as well as manage crisis situations in the age of the half-second news cycle.
Engage
Once a company is successful communicating with online influencers, it becomes evident that producing its own relevant content is the most powerful and effective way to persuade. For instance, we've worked with clients to establish top-ranked weblogs, audiocasts and videocasts. Cohn & Wolfe Digital provides a complete solution, from strategy to interactive design, programming, promotion and optimization.
Community
For many companies it makes sense to apply social networking concepts and technology to build lasting relationships with important customer segments. This could mean creating a unique program in Facebook or building a proprietary crowdsourcing platform. We've done both, and we are ready get your company moving.
Getting Started
That's a lot to comprehend, but we can help you determine the smart way forward.
