The successful launch of the Skadden Traveling Handbook offers a great opportunity to discuss a key strategy in the “2.0″ space that I define as a microcampaign. Campaigns take many forms; a quick look at wikipedia reveals use in a variety of circumstances.
A microcampaign targets an online community with easily executed content offering multiple value elements.
Necessary elements:
- Content: Easily updated & relevant to a topic. Most of all, it should be visual. Visualization of data, after all, is a key trend within the 2.0 space. Offer users the ability to contribute, but do so carefully. You may also use contribution as a method of developing relationships.
- Fresh: Keep your microcampaign fresh. The Choate Hall recruiting video’s come to mind. Funny stuff, but it has a shelf life and competition from shows such as “Always Sunny in Philadelphia.”
- Value: Offer multifaceted value to users. In the case of the Traveling Handbook, a table of contents is offered along with a series of pictures. This is perhaps the most difficult element to manage. In defining value for your community, make sure you do so carefully.
- Development: The Web is a revolutionary business development tool. Use it! I have seen a number of people lately that don’t know how to grow relationships and close opportunities. Develop a relationship with the user community and, when appropriate, get contacts to use in the future.
- Measurement: Every good strategy has a plan for measuring success. Look beyond hits on a web page; a better figure would be the number of contacts generated. Remember, the web is a tool for business and relationship development.
One additional element is inherent to any web strategy: plan for growth of both the resource and the Web itself.
As for the Handbook, I’m expecting more pictures this week.
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