To succeed in social media,you need to be socialAndrew Arnold, LEGO CEDComputer History MuseumHub Forum, ParisSeptember 28...
Do you follow LEGO?
39,000,000 results
Social NOT media
LEGO Fans are social
Commitment not campaigns
2010/140/2,000,000
••   732.000 LEGO movies on YouTube. Top 5 has 55m    views!•   800,000 LEGO tagged images on Flickr•   Hundreds of LEGO r...
10,000+                                                                            Tweets                                 ...
I am creative but I am not artistic. LEGO gives me a real creative outlet because I can look at something and start thinki...
TLG      User         UserThe LEGO Brand community
The most powerful selling of products and ideas takesplace not marketer to consumer but consumer to                       ...
Lead Users and                         User Partners                   1:1 Community      Connected Community   Active Hou...
Consumer Affinity Pyramid
LEGO Certified Professionals
Publicity
User enterprise    LEGO partnerUser developed      User publishedUser developed     LEGO publishedCo-developed       LEGO ...
11 page cover story in Wired Magazine   Lead Users publicity
1 test SKU   1 test SKU     1 test SKU    200        2x2000        2x10000July 2007    October 2007    July 2008   Jan 200...
LEGO Ambassadors
LEGO Universe Partners
915.103.765                The interesting thing about the Social Object                      is the not the object itself...
Social objects in action
Social objects in action
Andrew Arnold                                                                      andrew.arnold@LEGO.com                 ...
To succeed in social media, you need to be social
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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.

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  • Structuring the different levels of involvement with our community
  • To succeed in social media, you need to be social

    1. 1. To succeed in social media,you need to be socialAndrew Arnold, LEGO CEDComputer History MuseumHub Forum, ParisSeptember 28, 201029 September 2010
    2. 2. Do you follow LEGO?
    3. 3. 39,000,000 results
    4. 4. Social NOT media
    5. 5. LEGO Fans are social
    6. 6. Commitment not campaigns
    7. 7. 2010/140/2,000,000
    8. 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
    9. 9. 10,000+ Tweets first 12 hours2.2 million views in twoweeksSpill over in major media,Wired, Daily Telegraph, etc. ©2010 The LEGO Group – Peter Espersen - page - 9
    10. 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 mycreative self expression
    11. 11. TLG User UserThe LEGO Brand community
    12. 12. The most powerful selling of products and ideas takesplace not marketer to consumer but consumer to Malcolm Gladwell
    13. 13. Lead Users and User Partners 1:1 Community Connected Community Active HouseholdsConsumer Affinity Pyramid
    14. 14. Consumer Affinity Pyramid
    15. 15. LEGO Certified Professionals
    16. 16. Publicity
    17. 17. User enterprise LEGO partnerUser developed User publishedUser developed LEGO publishedCo-developed LEGO publishedLEGO developed LEGO published Lead User involvement
    18. 18. 11 page cover story in Wired Magazine Lead Users publicity
    19. 19. 1 test SKU 1 test SKU 1 test SKU 200 2x2000 2x10000July 2007 October 2007 July 2008 Jan 2009 May/July 2009 A business story
    20. 20. LEGO Ambassadors
    21. 21. LEGO Universe Partners
    22. 22. 915.103.765 The interesting thing about the Social Object is the not the object itself, but the conversations that happens around themto talk about
    23. 23. Social objects in action
    24. 24. Social objects in action
    25. 25. Andrew Arnold andrew.arnold@LEGO.com Twitter: Andrew_ArnoldLEGO model of the Paris cathedral Notre Dame, built by Ingo Bramigk Thank you

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