Lego’s social media strategy excites hard-core fans, attracts new customers
Head of social engagement at the world’s second-largest toy company pushes for more real-time connections with customers across many platforms.
Editor’s note: This story is taken from Ragan’s new distance-learning portal, RaganTraining.com. The site contains more than 200 hours of case studies, video presentations, and interactive courses. For membership information, please click here.
It wasn’t all fun and games in 2011 when Lars Silberbauer joined Lego, the world’s second-largest toy company.
Hired to develop a social media strategy for the family-owned company, Silberbauer wasted no time. In his first month on the job, he said he administered “shock therapy” to the organization to stimulate its presence on social media. Results came quickly.
“We could see that started changing the company” he said in this Ragan Training session, The Bricks of Curation: Distribute Customized Content That Your Audience Values.
Become a Ragan Insider member to read this article and all other archived content.Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.