Digital Difference

Digital has become a ubiquitous medium in Asia for businesses and consumers alike. Over 41% (650 million and counting) of the worlds Internet population is now based in Asia, with its users connecting, engaging and sharing media content through a plethora of web enabled devices (mobiles, netbooks, TVs etc.). This means that traditional media relations needs to be updated. Not only do we communicate with journalists differently than before, the opportunity exists for clients to go direct, to self publish their content and find audiences of their own.

To do this clients need content to be compelling, to compete in the cloud for attention.

This digital difference has shifted the impact of traditional one-way marketing channels (newspapers, magazines and TV networks) making it necessary for companies to alter the way they communicate.

We develop digital strategies which move clients from the traditional one-way marketing channels to conversations.

We start with developing a digital strategy for our clients which focuses on four main areas - Content, Distribution, Engagement and Measurement.

Content Aggregation & Creation

To have an effective conversation you need to understand who and how people are talking about your business and it's environment.

Using our 5 Stage methodology we start with Investigation. Who are we trying to engage, what are they interested in, and how could we best reach out to them.

It is only once we have understood the context of the conversation that we start the talking; it is best to listen and learn first. This is what we call our diagnosis phase.

Only once we understand the opportunity the client is trying to take advantage of can we devise the strategy - our vision phase.

Distributing & Seeding

Implementation takes the form of seeding content to targeted online influencers and media outlets to impact the conversations that are taking place about your business and it's environment. For instance, we've worked with clients to produce Social Media Releases (SMR) which include multimedia elements that are easily shared across the web. SMR's help journalists publish stories more easily, and give the readers the picture more completely. As we tag and link the content we are connecting the client to communities across geography and time simultaneously.

Engagement

We engage with online influencers by producing content focused on your business objectives to extend the dialogue. For instance, we've worked with clients to establish podcasts, widgets and webinars. Having started a conversation, we want it to continue so that it adds value to a client's overall communications strategy. For some clients we have created linked in profiles that are supported by this rich content enhancing the opportunity for them to engage with relevant people; either one by one or one to many.

Measurement

Using a number of tools including Google analytics and our own JRM platform, Connect, we track, follow and measure our activities online to demonstrate which online influencers and journalists have an interest in particular news.

Getting Started

We would welcome the opportunity to start a conversation with you about how we can add value. As part of our strategy to offer clients the best of our PR strategy with the latest Internet skillsets, we invested in Eggplant Digital. Combined we have a team of 'young enough to know, old enough to be understood' consultants who can transform monologue into dialogue, media relations into media engagement.

Get in touch, and get noticed! Digitally.

pr@eastwestpr.com