Thinking Beyond the Community Website – Oglivy 360 Digital

Rohit Bhargava SVP of Digital Strategy for Ogilvy gave a presentation using a couple of cases studies.

Case Study One Winelibrary.tv:

Dynamic community to watch his videos. Build additional growth by providing members with outside features such as Twitter where he provides promotions for discounts on wine or other merchandise. He has another community called corked to interact in more traditional community features like message boards, and is promoting his book about wine. His irreverence towards the wine snobs is helping members to enjoy their wine.

Case Study Two: Personality Not Included

Rohit has written a book and is using community to promote it. He is not restricting his activities to his own branded site, but is using third party sites like FaceBook and Twitter. He invited visitors to submit questions to him expecting 5-10 in a single day. He received 50. He then promoted the blog of the top member by questions asked and set up a marketing campaign contest. The top member comes back 5 times a day and continues to add content.

So, you don’t have to go big to get results, you just have to target your ideas in an appropriate way to meet the needs of your customers.

4/22/08 UPDATE: There is a nice summary of Rohit’s findings in this week’s eWeek Magazine (digital copy here).

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