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07/06/2010 by
211 views

How LEGO Fuels Their Network Of Fans

In his Word of Mouth Supergenius class, “Diving into LEGO’s strategy behind connecting their amazing network of fans,” Jason Falls shared how LEGO found and supported their biggest fans. Jake McKee covered how to look beyond your target customers, support your existing fan bases, and replicate what’s working for your other fan bases.

Interested in some of Jake’s ideas? I suggest you read along…


1. Look beyond your target customers
2. Support existing fans
3. Find what works and replicate

1. Look beyond your target customers
Your target market isn’t always your biggest group of talkers. For years, LEGO was focused on kids — that is, until they realized adults had created their own community of enthusiasts. When LEGO started connecting these talkers, not only did they increase their word of mouth, they immediately helped their bottom line. Whereas kids were spending $20 a year on LEGOs, these adults were spending around $1,000.

2. Support existing fans
Without LEGO’s knowledge, adult fans had already created an online LEGO community and marketplace. LEGO approached this group by offering support and resources in the form of an ambassador program. By offering to support what these fans were already doing so well -instead of demanding ownership and control -LEGO was welcomed into the community.

3. Find what works and replicate
The enthusiasm of the adult fans helped teach LEGO how to gain more participation from their other fans- including kids. Jake says that when you find something that works with one fan group, try applying it to other groups of talkers. Because the fundamentals of great communities are the same, strategies behind one fan community can often generate similar success for another community.

If you liked the presentation, you might want to join the Word of Mouth Supergenius event on July 20, 2010 in New York by GasPedal.

Who do I believe in engaging your brand with influencers and fans? Because you can pull them gently through your funnel, towards preference, loyalty and advocacy. Discover your VSPOT or explore some of the social media marketing programs here at SocialMedia8.

If you know more great fans programs like Adidas Originals on Facebook (close to 3 million engaged and loyal fans!!) please share the links below with our audience. We would love to ignite peer learnings.

 

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Igor Beuker
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Comments (5)

  • Niels Bellaar 09/06/2010, 19:49

    Thanks Igor, I really enjoyed watching that video. Especially because it tells ‘the big story’ in such an easy way. Inspiring indeed.

     
  • @ Niels

    Yes very well and clear explained. If this is the quality, time to visit one of their events. Or to speak at one..

    Cheers

     
  • BestWicklessCandles 15/06/2010, 16:13

    Very good video. It great to tie a concept to a story. Makes more sense and understandable.

     
  • jackey 07/08/2010, 08:58

    thank you for providing the vedio…

     
  • Eric Deman 24/05/2012, 21:16

    Great way to go about the social media marketing. Very smart for Lego to go after adult fans and customers too. Even if the adult isn’t buying legos for themselves if they see a lego set they like they will want to buy it for their kids over another toy.