Digital

SOL \ĕs ōh ĕl\ acronym  Shit Outta Luck.

Example:  After launching Twitter, YouTube and Facebook pages for his brand, Greg discovered he was SOL because he lacked an overall strategy for engaging his customers in the brand conversation.

Digital Programs That Matter

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 such as Dell, Nike, Colgate-Palmolive, Proctor & Gamble, Universal Pictures, Wesleyan Group, Friends Provident, MBNA, and Ferrero.

World-Class Digital Media™ 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.

To learn more about how Cohn & Wolfe can help you create a digital program that matters, contact Fiona Noble at +44 7331 5353 or go to Cohn & Wolfe World Class Digital Media™. 
 

I just wrapped up a trip to Greece for Stream 09. If you haven’t heard of Stream, it is WPP’s annual unconference focused on technology, innovation, and the future of digital marketing. The level of digital knowledge among attendees was one of the most impressive aspects of the event. Stream gathered 300 marketers, agency reps, technologists and venture capitalists from across the globe, all of whom contributed fascinating perspectives on the opportunities and challenges of marketing in the digital age.

Speaking at last week’s Social Communications & Healthcare Conference (#BDI), Pfizer VP/Worldwide Comunications Ray Kerins said that Pfizer wants to have online conversations with its consumers. However, he thinks it is unfair to ask company employees to risk their job implementing a social media program that the FDA might later deem a violation, despite its refusal to issue guidance in this area. Nevertheless, the company just two weeks ago launched its corporate Twitter page (@Pfizer_News) and is starting to proactively communicate with its audience in real-time.

Nothing has had a greater impact on my view of social media more than the book Groundswell, specifically its Social Technographic Profile, a research tool helping brands to identify how its customers use social media technologies. So I became intrigued when I heard that imc² adapted Forrester’s technographic profile tool for healthcare.