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LEGO Sends Managers to Social Media School
By Adi Gaskell
February 10, 2013
LEGO are well known for their excellent use of social media, utilising it to
engage their core customers in the creation of new products. Such intensive
usage demands that managers throughout the company are comfortable operating in
a social business.
It was a view echoed by Lars Silberbauer, LEGO director of social media, at a
conference recently. He revealed the importance of everyone within LEGO
understanding what it is to be a social business.
He revealed that managers have to go on a day-long course into social media, at
the end of which is both a theoretical and practical exam.
The practical part was relatively simple, yet nevertheless one that statistics
reveal would be beyond many executives. It required executives to post a status
update to the companies Facebook page.
“You see the nervousness around the room when they see they need to communicate
with customers,” said Silberbauer. “But when they get 500 likes, that’s when
they realise what social media’s all about.”
The course goes to great lengths to stress that social media usage at LEGO is
not done for vanity purposes, such as securing likes.
“We have four ways of creating value out of creating engagement,” Silberbauer
said. “Increasing sales, becoming more efficient in our marketing, building
brand affinity and protecting our brand via social media.”
Silberbauer cited a trial LEGO ran on Facebook to see if a promotion on the
social media platform could drive sales. Rather than use a pack-shot, LEGO asked
a fan to create an image, which was used in the promotion.
Within six hours we’d reached about 1m people and around 8,000 visited our
ecommerce site and drove $10,000 of sales – 15 minutes of work without any
adspend.
“My boss asked: ‘Can we do this four times an hour then?’ Unfortunately it
doesn’t work that way.”
He went on to explain how at LEGO, the important part of their social media work
is to create the connection with customers. That is their ultimate aim, and
it’s an aim that many organisations would do well to replicate.
Source:
Business2Community.com
Note: More information in 2012
7 Lessons LEGO Can Teach You About Enterprise Collaboration
Link:
Socialbusinessnews.com
-end of report-
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