There is a lot of hype around digital media today: 70 million bloggers (and counting)… 6 million videos on YouTube (and counting)… 3 million people on Second Life (and counting)… 230 million U.S. mobile phone users (and counting). The hype can lead to confusion, and confusion can lead to inertia. Companies cannot afford to be idle on the digital media front today. The newspapers, magazines, TV networks and other mainstream media on which we’ve depended so long don’t have the same impact. Proven integrated marketing models have been turned on their heads. The 24-hour news cycle is dead. The power is in the hands of consumers and decision makers who now have access to the information they want, when they want it and on the device they want it on. GCI Digital Media helps clients understand the rapidly changing digital media landscape and how to exploit it to achieve business results and competitive advantage. We do this by working with our clients to implement GCI’s World-Class Digital Media™, an approach based on real experience implementing programs for leading brands like Dell, Whole Foods Market, Nike, Procter & Gamble, Red Lobster, Genentech and Merck. 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. 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 program. 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 supporting existing brands, as well as manage crisis situations in the age of the .5 second news cycle. Engage Once a company is successful communicating to 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, as well as comprehensive Internet TV approaches. Community For many companies it makes sense to apply social networking concepts and technology to build lasting relationships with and among important customers. This is an area we believe will grow rapidly in the next 12 months, and we have both the know-how and technology partners to get your company moving. Getting Started That’s a lot to comprehend, but we can help you determine the smart way forward. We take our clients through GCI’s Digital Media Immersion™ to help them fully understand digital media, its implications for their business and how it works. This is the foundation of any effective digital media strategy and program.
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