How LEGO was named the ‘best company in the world By Smartkids Rangsit
How do you get called the ‘best company in the world’ by your customers in social media?
Every company wants people to talk great things about it. Every brand wants to shine in the media. Billions are spent in self-praise on advertising.
Companies I consult with for digital strategy want to become social media stars overnight. Everyone wants a viral hit.
But what does it take to create authentic brand stories that your fans compelled to tell about you? Listening to your fans and caring for them is one of the key factors.
1. You don’t need a very big budget to show customers you care – a $100 train set and a will to go beyond a canned response achieved more than a million dollar campaign could. The video forced me to read up on LEGO and its history. And fall in love with the company. It’s not the money that matters but the fact that you listen.
2. You don’t need to reward and bribe your customers to say great things about you – try being nice and compassionate instead. If you make an extra effort to serve your fans, the news will travel. Just like bad news does.
3. Customer service comes before social media publicity – if you don’t have a stellar customer service taking care of people well, no amount of social media will help. It is best to integrate customer service with social media – this loop happened through letters but could have also happened through social channels – and faster.
4. Being a brand that cares for its fans isn’t just great for the fans – it’s great for your people too!
5. The spirit of the founders and management is reflected in the spirit of a company’s people too.
2. You don’t need to reward and bribe your customers to say great things about you – try being nice and compassionate instead. If you make an extra effort to serve your fans, the news will travel. Just like bad news does.
3. Customer service comes before social media publicity – if you don’t have a stellar customer service taking care of people well, no amount of social media will help. It is best to integrate customer service with social media – this loop happened through letters but could have also happened through social channels – and faster.
4. Being a brand that cares for its fans isn’t just great for the fans – it’s great for your people too!
5. The spirit of the founders and management is reflected in the spirit of a company’s people too.
After watching the YouTube video made by James’ parents, I looked up the Lego story and found its origins very inspiring – starting with why the company was named ‘LEGO’.
How have you been treated by the brands that you admire? Have you ever been served very well and shared your experience in social media? comments welcome…
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