25. Company Focused Community Site

What it is:

A microsite that concentrates on a narrow topic or issue, featuring rich content developed by the sponsoring brand itself. Correctly executed, the microsite creates a gathering place that positions the brand as a contributing member of the community.

A cool tool for:

• A brand that can engage communities on specific issues or areas of interest
• Sustaining a brand personality without imposing interrupting messages
• Promoting additional content, such as enewsletters, videos, blogs, etc. Think content, not ads

Not so hot for:

• Companies that cannot or are unwilling to create an ongoing stream of fresh content
• Overt sales promotions
• Lead-gen only. Think lead nurturing

CHANNEL 9 FROM MICROSOFT
	Through its Channel 9 microsite, Microsoft offers a steady supply of compelling videos targeted to one its most important audiences: tech people who infuence important IT buying decisions.

3 key play points:

1. The main point is to cultivate a loyal community, NOT to create another channel for delivering traditional advertising messages
2. You want variety and consistency: a variety of media options (blogs, podcasts, videos)
   plus a consistent content schedule that people can expect
3. One brand may have multiple microsites, each one tailored to a specific cause or issue

Bonus Links:

• Ideastorm from Dell
• My Starbucks Idea via Starbucks
• The Fiesta Movement and The Ford Story by Ford
  
• Will You Join Us? from Chevron
  

Chapter 24 - Screencast

Chapter 26 - Customer-Focused Community Site