Opportunity for Lego's Social media communication
After the analysis in SMMP1-LEGO, I believe you have known LEGO's dominated position in Brick toy's market. LEGO is successful in both cooperating with IPs and developing its own IP, building its own community, as well as brand positive story telling. Now, we discuss how LEGO can do better on the social media communication~
👉Deal with the negative feedback
According to SMMP1, we know that LEGO has the strength of high-quality contents and the community building, however, it still has weakness and threats. When we look at the mention of this brand, there are 4305 negative mentions existing. (Source: https://brand24.com/) So, we can find some opportunity from this weakness.
Recently, LEGO launched a new product, the LEGO Fender® Stratocaster™ guitar, the video on social media attracted consumers' attention. With a large volume of sales, a large number of customers reflected the problems when building LEGO and some dissatisfaction, on the website, Facebook.
So, when facing these negative reviews, how did LEGO respond?
These are two examples on the website.
And On Facebook, LEGO also responded customers to help them solve problems.
When negative information existed, LEGO replied the customers to solve their problems. That showed LEGO's responsibility and the after-sales service. It shows that LEGO is paying attention and listening to the groundswell, and the brand is trying to energizing the groundswell.
However, with the high frequency of the feedback of missing pieces, LEGO may leave a negative impression of missing pieces, as the brand is what customers say it is, they are talking to each other about their idea about the brand. Although LEGO replied consumers finally, we just see a process of problem existing and then, solving them.
To embracing the groundswell, LEGO can post some measures and explains related to the problems before the "missing pieces" label forms. It is better for the company to take measures to prevent this in the future, and then showing the actions taken by the brand to consumers. Or sincerely explain why this may happen, what can consumers do when facing this problem. No one wants to be helpless when this "common" problem happens on us. So, measures or pre-mention if the problem cannot be totally solved can be important, which shows the brand really want to embracing the groundswell.
👉Unify the tone and role in the interaction
In the above part, we know the responsible image of LEGO, however, LEGO "never listened to the groundswell" on one section on YouTube.
Let's watch a video first.
Do you feel excited or want to give some critical suggestions after watching this creative video? We look for the comment area, but it is closed. With 1852 likes and 100 unlikes, LEGO cannot know what the audience want to say about this product, this video, or other potential things. A brand interacts with consumers on other platforms never interactive here. That can cause different images of the brand.
On LEGO's Instagram, we can find the responses are in a humor style, and the tone is special, humor tone can always leave us a good impression. And when the tone can be unified for most posts and replies, it can create a new image and more vivid and characteristic role for the brand. Popularity in the groundswell of the brand can be raised effectively and the audience will be more interested in the interactive.
👉More activities, and more coorperations
According to the google trends, when there is a holiday or special activity being held, the mention can be much higher. And this happens when the brand announce to cooperate with an IP. Actually, this are the exciting point for the groundswell.
After listening to the groundswell, LEGO can start to plan activities and launch products with new IP that audiences like the most to gain targets' attention.
Do you have some other suggestions for LEGO which is better for their social media communication?
Hi, Shiqiu, Lego brand has done a good job when receiving frequent feedback from customers about the lack of parts in toys. At least it knows how to respond to customers' needs and send them links that can solve problems. Knowing how to listen and embrace groundswell is the most basic advantage of the brand. You mentioned that if the brand continuously receives feedback from customers about the lack of parts in the product, it can reply to the problem in advance on its own social media, which is really good, so that potential customers who have not yet purchased the product will think that the brand is honest, which enhances the brand's image in customers' minds, and really enables users who are troubled by this problem to know more quickly that he is "not alone".
ReplyDeleteThere is a shopping center next to my home, and there is a Lego in it. Although it is not big, there are crowds every holiday, especially Children's Day. There are so many children in it that this store can't hold it. Even adults are "infected" by the excitement of children, and they play with toys. On the one hand, it shows that this brand is very popular, on the other hand, it shows that it is really suitable for marketing during festivals. I'm surprised that the curve displayed by Google Trends does not have a peak around May and June, but it is reasonable for it to have a massive peak in late 2020 and early 2021, because it was Christmas, followed by the winter vacation of most students, and of course, the New Year's Day. Parents will be more willing to pay attention to and consume this kind of expensive toy for their children.
Hi, Yi, Thanks for your reply. I like your words that responding to the consumers is to make them feel "not lonely". It also shows the responsibility of the brand and reflects the attitude of the brand when facing something negative.
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