To succeed in social media, you need to be social

•

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Social media isn't just about tools or an online presence. It is also about being out in the 'real' world, connecting and socializing.

Aperfeiçoamento pessoal Negócios

To succeed in social media,
you need to be social

Andrew Arnold, LEGO CED
Computer History Museum
Hub Forum, Paris
September 28, 2010
29 September 2010

•

• 732.000 LEGO movies on YouTube. Top 5 has 55m
views!
• 800,000 LEGO tagged images on Flickr
• Hundreds of LEGO related blogs
• Thousands of LEGO related websites

LEGO fans share online

10,000+
Tweets
first 12
hours

2.2 million views in two
weeks

Spill over in major media,
Wired, Daily Telegraph, etc.

©2010 The LEGO Group – Peter Espersen - page - 9

I am creative but I am not artistic.

LEGO gives me a real creative outlet because I
can look at something and start thinking about
how I would build it.

take it apart and try again. That to me is the
essence of LEGO.

Being able to express something that I see in my

creative self expression

The most powerful selling of products and ideas takes
place not marketer to consumer but consumer to

Malcolm Gladwell

Lead Users and
User Partners

1:1 Community

Connected Community

Active Households

Consumer Affinity Pyramid

User enterprise LEGO partner

User developed User published

User developed LEGO published

Co-developed LEGO published

LEGO developed LEGO published

Lead User involvement

11 page cover story in Wired Magazine

Lead Users publicity

1 test SKU 1 test SKU 1 test SKU
200 2x2000 2x10000

July 2007 October 2007 July 2008 Jan 2009 May/July 2009

A business story

915.103.765

The interesting thing about the Social Object
is the not the object itself, but the
conversations that happens around them

to talk about

Andrew Arnold
andrew.arnold@LEGO.com
Twitter: Andrew_Arnold

LEGO model of the Paris cathedral Notre Dame, built by Ingo Bramigk

Thank you

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To succeed in social media, you need to be social

1. To succeed in social media, you need to be social Andrew Arnold, LEGO CED Computer History Museum Hub Forum, Paris September 28, 2010 29 September 2010

2. Do you follow LEGO?

3. 39,000,000 results

4. Social NOT media

5. LEGO Fans are social

6. Commitment not campaigns

7. 2010/140/2,000,000

8. • • 732.000 LEGO movies on YouTube. Top 5 has 55m views! • 800,000 LEGO tagged images on Flickr • Hundreds of LEGO related blogs • Thousands of LEGO related websites LEGO fans share online

10. I am creative but I am not artistic. LEGO gives me a real creative outlet because I can look at something and start thinking about how I would build it. take it apart and try again. That to me is the essence of LEGO. Being able to express something that I see in my creative self expression

11. TLG User User The LEGO Brand community

12. The most powerful selling of products and ideas takes place not marketer to consumer but consumer to Malcolm Gladwell

13. Lead Users and User Partners 1:1 Community Connected Community Active Households Consumer Affinity Pyramid

14. Consumer Affinity Pyramid

15. LEGO Certified Professionals

16. Publicity

17. User enterprise LEGO partner User developed User published User developed LEGO published Co-developed LEGO published LEGO developed LEGO published Lead User involvement

18. 11 page cover story in Wired Magazine Lead Users publicity

19. 1 test SKU 1 test SKU 1 test SKU 200 2x2000 2x10000 July 2007 October 2007 July 2008 Jan 2009 May/July 2009 A business story

20. LEGO Ambassadors

21. LEGO Universe Partners

22. 915.103.765 The interesting thing about the Social Object is the not the object itself, but the conversations that happens around them to talk about

23. Social objects in action

24. Social objects in action

25.

26. Andrew Arnold andrew.arnold@LEGO.com Twitter: Andrew_Arnold LEGO model of the Paris cathedral Notre Dame, built by Ingo Bramigk Thank you

Notas do Editor

Structuring the different levels of involvement with our community

To succeed in social media, you need to be social

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