Electric Artists Case Study

Customer Profile

New-York based Electric Artists is a creative agency that specializes in helping brands successfully participate in social media. The agency has cultivated a client list that includes names such as Kenneth Cole, American Express, Starwood Hotels and Microsoft, and has created a portfolio of successful online initiatives that ranges from interactive contests to popular blogs.

The Challenge

We believe that social networking and blogging are converging - community around content is without question the direction that online publishing is headed, and the new Movable Type platform is the first step in making that happen.

- Electric Artists CEO Marc Schiller

With over a decade of experience in online, community-based marketing, Electric Artists has become an authority on brand engagement on the social web. "We maintain a constant sense of the 360 degree brand," says Electric Artists CEO Marc Schiller. "We evaluate it on all levels to see how everything connects and how people are communicating with the brand."

When clients approach Electric Artists, they're often not looking for a specific tool; rather, they're seeking solutions - ways to introduce their brand message to new audiences, innovative strategies for connecting with influencers, and insight into how to join the conversation.

Reaching those objectives is no small task on today's wired, always-on environment. As more and more tools emerge that allow people to publish their thoughts in real-time, managing brand perceptions can be a daunting mission. "Many companies see social media as just another marketing channel," Marc says. "We're here to help them understand just how different this medium is."

Uniquely qualified to help companies understand both the challenges and opportunities of the Web 2.0 landscape, Electric Artists helps clients to create strategic roadmaps that align with their brand objectives.

The Solution

With a client list that includes marquis names such as Kenneth Cole and American Express, the onus is on Electric Artists to create results. "We look for ways to achieve concrete business goals," Marc Schiller explains. "The solution set is different for every client. We're not checking things off of a list - we constantly evaluate the benefit of everything we recommend to our clients."

Electric Artists paid close attention as blogging began to disrupt the conventions of the marketing communications landscape. "Blogging created a sea change," Marc says. "Because of blogging, the web became a social platform and allowed people to publish their thoughts and opinions quickly and easily."

As more people began to blog about brands and experiences, it became clear that companies needed to participate in the conversation. "Blogging provides a direct channel to customers, media and peers," Marc says. "That kind of communication is extremely difficult to achieve without a blog."

Early on, Electric Artists chose to create their blogging initiatives on Movable Type. "Movable Type has created great value for our clients," Marc says. "People who aren't technical have no problem using it."

For some clients, blogging is still an unknown channel. "We expect our clients to be resistant to blogging," Marc reports. "And in fact they should be. We don't think companies should rush into blogging, because it is in fact quite powerful. We become their advocate and help them to create a blogging strategy that fits their brand."

For Kenneth Cole Productions, that meant creating a blog around the issues of social awareness. Built entirely in Movable Type, the AWEARNESS Blog showcases original content from a diverse group of writers, from Kenneth Cole himself to actor Alan Cumming and singer-composer Angelique Kidjo.

For Starwood Hotels and Resorts, the agency took a different tactic, creating a beautiful, content-rich blog on Movable Type. The Lobby is filled with travel tips, insider city guides and insightful posts on where to go and what to see.

"Companies have never before had this kind of opportunity to create a dialogue with customers and the general public," Marc notes. "When blogging first emerged, companies thought of it as completely separate from ecommerce, or a website, but we now know that blogging is a vital element that should be integrated into a brand's core strategy."

As the Movable Type platform integrates an increasing number of social networking features, the intersection between blogging and brand development will become even more compelling in the future. "We believe that social networking and blogging are converging," Marc says. "Community around content is without question the direction that online publishing is headed, and the new Movable Type platform is the first step in making that happen."

Client Sites

Kenneth Cole AWEARNESS Blog
For fashion icon Kenneth Cole, Electric Artists created the AWEARNESS Blog to form a dialogue around social issues. Four content areas form the pillars of discussion: Social Rights, Well Being, Political Landscape and Hard Times. Built in Movable Type, the AWEARNESS Blog has formed a partnership with the Sundance Channel and PBS to highlight socially aware programming, and continues to provide timely, provocative content to a growing audience.

The Lobby for Starwood Hotels
Electric Artists created The Lobby for Starwood Hotels and Resorts as a way for the company to create extra value for Starwood Preferred Guests. This beautiful site is a must-read for travelers, offering insider tips, behind-the-scenes information about global destinations, and insight into the best restaurants and events in cities from Stockholm to Boston. Built entirely in Movable Type, the site extends visitors the ability to submit travel-related questions and receive answers from the community.

Paranormal Insider, A&E Network
The Paranormal Insider blog was created for the A&E Network to reach out to fans of the show Paranormal State and to anyone interested in paranormal or otherworldly activity. Posts are written by Ryan Buell, host of Paranormal State, and a group of other writers, journalists and experts on topics related to the supernatural. This Movable Type site has garnered dedicated group of readers who post their own experiences and share insights on this "otherworldly" subject.