Waggener Edstrom launches social integration products

SEATTLE: Waggener Edstrom Worldwide's Studio D launched two new products designed to help clients coordinate digital and social media efforts companywide: Social Influence System (SIS) and News Stream.

SEATTLE: Waggener Edstrom Worldwide's Studio D launched two new products designed to help clients coordinate digital and social media efforts companywide: Social Influence System (SIS) and News Stream.

SIS helps companies integrate social media across all channels and departments, supporting marketing and digital media initiatives. News Stream, meanwhile, is a methodology that helps companies develop, publish, and distribute content with their story and messaging.

David Patton, VP and editor-in-chief of Studio D, described SIS and News Stream as "product-like templates that we can reuse."

"The successful kind of content creation is going to come organically from an organization," Patton said, describing News Stream. "We want to give [clients] the tools and the oversight and the strategy to harness that and then leverage that and get it out there."

Tac Anderson, director of social media for Studio D, said SIS was created when WE noticed that clients didn't always have a foundation in place when entering the social media space.

"A lot of what we're seeing in social media efforts is what we're calling 'Zombie Media,' which are un-strategic one-offs…social media with no brains," he said. "What we developed with the SIS is really a way to help align the business goals with the right processes to create an engaging experience."

Microsoft, a WE client, is using both products, which officially launched April 13. Patton said the ideas behind SIS and News Stream came out of work the agency was already doing for clients in the digital space.

"We've done it in components for other people," he said. "This is just pulling it all together."

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