We’re bringing together an all-star group of word of mouth marketers for Word of Mouth Supergenius: The “How to be Great at Word of Mouth Marketing” Conference on December 16 in Chicago. We’ll feature 12 how-to classes, 12 real-world case studies, and 6 brilliant authors. You’re going to learn practical, hands-on techniques to get people talking about you the next day.
Our lineup of speakers includes word of mouth supergenius and Chief Strategy Officer and Ant Wrangler at Ant’s Eye View, Jake McKee. Jake will be leading a case study on how LEGO is connecting their fans and offered these tips as a preview:
Get shoulder to shoulder with your fans. Just by showing up and asking fans what they were interested in, Jake saw them get really enthusiastic and excited.
True fans will do it for love, not money. It might amaze you how much fans will do just for a pat on the back. Even if you don’t have a big budget, you still have your relationship, a personality, and kudos to give.
Think about your overall purpose. Other than just moving products around and making profits, how are you hoping to make the world better?
Hear Jake’s live Supergenius preview (and check out our Facebook page to see all our interviews):
Every trade show is awkward at the beginning. Most people aren’t comfortable talking with strangers.
A truly awesome name tag breaks the ice by helping with the small talk.
These examples from LEGO’s BrickWorld event do something else important: They recognize returning participants and make them feel extra special. They are rewarded for their loyalty in front of everyone.
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In its more than 50 years of history, LEGO has established itself as a maker of some of the most popular toys of all time — producing about 19 billion LEGO bricks annually. Here are a few lessons we can take from the company:
1> Support the ecosystem
2> Put it in public
3> Get everyone involved
4> Check it out: Nathan Sawaya
1> Support the ecosystem
Keep the innovation, excitement, and ecosystem surrounding your stuff healthy and flowing by getting rid of all the complex legal requirements. Rather than requiring an expensive license, LEGO encourages the folks that like to create custom accessories, parts, and kits. And in return, this active community supports the brand with fan blogs, parties, an infinite supply of specialty pieces, and even their own special language of LEGO acronyms. Instead of asking, “How can I make more money?” — try asking, “How can I help my industry?” — because the answer to the second question usually takes care of the first.
The Lesson: If you can help grow your industry — the ecosystem of fans, suppliers, partners, and press — you’ll find more opportunities to grow your business.
2> Put it in public
Building LEGO models is something people do at home, in private. To bring this in the open and show off the work of LEGO’s biggest fans, they’ve supported the creation of roving events, fan clubs, and publications. This leads to more awareness for LEGO’s latest products, lots of new ideas on how to use their stuff, and fans connecting with one another. You can bring the work of your customers into the spotlight by highlighting their creations on your website, by publishing a regular newsletter featuring their ideas, and by hosting special events that put them on stage.
The Lesson: When you help highlight the work of your customers, it indirectly shows how fantastic and useful your stuff is.
3> Get everyone involved
Regardless of the skill level or expertise required to use your stuff, give everyone a way to get involved. LEGO’s Brickworld — an event created by Adult Fans of LEGO (AFOLs) — is filled with classes, contests, and socializing opportunities for devoted LEGO enthusiasts. But it’s also an opportunity for casual fans and parents of kids who love LEGO to check out all the creations, vote on their favorites, and watch live competitions. Try expanding your audience to get everyone involved by creating forums for beginners, events for regular folks to see your work, and lots of ways for passionate folks to share ideas and opinions.
The Lesson: If you’re so focused on your core users or most vocal clients that it’s causing you to ignore the dreamers and the curious outsiders, you’re missing out on a bunch of potential fans and customers.
4> Check it out: Nathan Sawaya
Nathan Sawaya is perhaps the most famous LEGO artists in the world and his amazing creations are currently featured in the tour, The Art of the Brick. You can check out his work on his site, BrickArtist.com, or in person at the Crown Center in Kansas City, Missouri until September 7.
Lego employees get these astonishingly cool business cards: Lego people that look just like them. Alexander Kjerulf blogged about it, and I've never had more people forward a post to me.
Andrew Bronson said it best: Product sample, word of mouth, and networking all in one.
Toyota: Social media and crisis management
Clorox: Using gaming strategies to grow community
BlogWell: How Big Brands Use Social Media
