What is the Ashok Lalla model, you ask?
If you didn’t know, Ashok Lalla is the President – Digital, Euro RSCG.
I have been following his tweets for quite some time and noticed that he started a new LinkedIn Group, back in October 2010. It is called ‘The Future Of Digital For Brands’. The reason I’m writing this post is to refer to a very interesting, useful and clever strategy Ashok uses for promoting this Group.
I have seen people cross-promoting LinkedIn discussions on Twitter…Ashok does that too. But what I found unique was the way he announces new members to the Group, on LinkedIn.
Most of the new members he chooses announce on Twitter are senior folks from Euro RSCG group or from some of their clients. All he does is a simple tweet welcoming a new member to the Group, with a link to the Group’s profile page. This, I believe, is a very good strategy. It not only constantly reiterates the fact that such a Group exists, completely within context, but also announces, from time-to-time, about the kind of people who have joined this community. So, in a way, it is a great combination of frequent, contextual advertising and promotion via brand ambassadors (marquee members).
As the community’s manager and content curator, Ashok may be involved in getting people within the Euro RSCG fold to join this Group using assorted methods…but publicizing the addition of prominent members is a good way to build traction and interest outside the Group.
Of course, the kind of content one gets to read in the Group is very good too and the fact that Ashok has a tight, school headmaster-like control over the content helps!
Smart idea by Ashok and definitely worth emulating.