I recently hosted a small lunch in Hong Kong for Erik Wachtmeister, co-founder and chairman of ASmallWorld, with some of Ogilvy’s highest profile luxury clients.
ASmallWorld is an invitation-only social network intended for the world’s wealthy and well-connected that I first wrote about in 2005 and – by chance – celebrated its 6th anniversary on the day of our lunch.
In this video Erik gives an update as to how ASmallWorld has been progressing, even as Facebook and other social networks connect the world.
To Erik, ASmallWorld is one carefully managed community, whereas Facebook is a gathering of communities. (Even once you are in ASmallWorld, you can get kicked out.)
With such a high-value and managed community, Erik argues that advertisers should be more keen to place ads and interact with members.
Since Facebook was limited to the Harvard community at launch, ASmallWorld is actually an older online community, Erik added.
Disclosure: After making this video I learned that WPP, the parent company of Ogilvy, has an ownership stake of some sort in ASmallWorld.