NEW YORK—The Marsteller advertising and creative unit of Burson-Marsteller has launched a new service to identify how corporations can monitor and respond to what’s being said about them online and in the wireless environment. Once any gaps in digital strategies have been identified, the firm will help corporations find solutions to their problems using a new alliance of best of breed service providers.
Marsteller’s partners in the new alliance—known as the User Generated Media Alliance—include Intelliseek, which measures and analyzes online buzz to help marketers protect, promote and improve their products and brands; BzzAgents, which develops word-of-mouth campaigns that add value to traditional marketing channels; Oddcast, which creates and markets VHost conversational character (avatar) software products; and Converseon, a search engine strategy and optimization firm.
“Managing user-generated media is a critical issue for organizations given the rapid spread of online content as a trusted source, along with its viral nature,” says Andrew Nibley, chairman of Marsteller. “We formed the User Generated Media Alliance with key leaders in this space to bring the power of online content together with dynamic solutions providers to give our clients a comprehensive offering that can protect and sustain them.
“The Digital Check-up was designed to help clients maintain awareness of how they are perceived in cyberspace, and then identify the appropriate measures to address that information to meet their business goals.”
User generated media includes blogs, forums, avatars, and more. According to Intelliseek, 32 percent of adult online users are now media generators and marketplace influencers, making UGM the fastest growing form of advertising.
The Digital Check-up service reviews and assesses all areas of the online channel and provides organizations with a report card and plan of action to improve their positioning in the digital world. Assessment areas include: corporate website audits, blog influence tracking and evaluation, search engine optimization, message monitoring, word of mouth / viral marketing, and e-fluentials online influencer targeting.