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Unraveling LEGO's Social Media Strategy: A Deep Dive into Platforms and Metrics Social media has developed into a vital tool for businesses looking to engage with their audience in the always changing field of digital marketing. LEGO, a well-known toy manufacturer, is one such business that has adopted this trend. This article will assess how well LEGO uses social media, examine the platforms they use, and examine important metrics that advertisers can use to gauge their success on social media. LEGO's Social Media Platforms Lego seems to have been there from the start when social media became widely used. They have large followings on social media sites like YouTube, Facebook, Instagram, and Twitter. Lego is another company that understands the purpose of each platform. With 780,000 followers on Twitter, they engage with a large number of fans; on YouTube, where there are 11.9 million subscribers, they create tutorials; and on Instagram, where there are 6.8 million followers, they share glamour shots. Facebook, their most popular account with 14.1 million likes, is likewise geared towards the purposes of the network. Instagram : LEGO, which is well-known for its visually stimulating content, uses Instagram to present its elaborate creations, interact with fans, and take advantage of the lively community on the platform. In addition to producing regular brand content, Lego has ventured into Instagram advertising and has seen great results from its sponsored campaigns. Facebook : Thanks to its enormous user base, Facebook provides LEGO with a flexible platform on which to share a variety of content, such as product updates, promotions, and interesting posts. Twitter : Within the LEGO community and the larger toy enthusiast community, LEGO's Twitter presence offers a platform for real-time updates, quick interactions, and participation in trending conversations. The LEGO brand started a worldwide Twitter campaign with a fresh message that encourages imagination and creativity in people of all ages. YouTube : The LEGO Group's social media and YouTube presence has expanded over the last six years from almost nonexistent to a fun and interesting experience that is present on all relevant social platforms and connects with millions of customers and fans on a daily basis. Since LEGO products are primarily visual, sharing video content on YouTube is a natural fit, including how-to videos, animated tales, and behind-the- scenes looks. Why LEGO Chooses These Platforms LEGO's strategic selection of social media channels demonstrates the brand's understanding of the unique advantages and target audiences connected to each platform. LEGO uses Instagram, which is well-known for its visually stimulating content,
as an artistic playground to highlight the elaborate patterns and eye-catching aesthetics of its building sets. The site offers a place where enthusiasts can lose themselves in the fantastical world of bricks and blocks, and its emphasis on gorgeous photography blends in perfectly with the visually captivating quality of LEGO creations. At the same time, Facebook has become a flexible community center that serves a wide range of LEGO users. Facebook's large user base enables LEGO to have more in- depth conversations, share comprehensive product information, and create a feeling of community among its members. The platform's ability to host longer-form content fits in well with LEGO's storytelling goals, allowing the company to move past simple advertising and establish a virtual community where fans can interact, exchange stories, and add to the ongoing story of the LEGO universe. Essentially, LEGO's deliberate choice of Facebook and Instagram demonstrates a sophisticated grasp of how the distinctive qualities of each platform can be utilized to produce a comprehensive and captivating social media presence. Defining Metrics and Measurement Tools Clicks: The number of times users interact with a link, image, or video. A high level of interaction with the brand may be indicated by more clicks on links to tutorials, product pages, or promotional content. Clicks for LEGO can result in the exploration of sets, building guides, or advertising campaigns, which eventually helps with product consideration and brand awareness. Measurement tool: Google Analytics, Bitly. Click-Through Rate (CTR): CTR is a metric used to assess how well LEGO's call-to-action components are working. A greater CTR shows that viewers are actively interacting with LEGO's content in addition to just seeing it. Measurement tool: Google Analytics, social media analytics tools. Engagement (Social Interactions): Interactions with LEGO's content include likes, shares, comments, and other forms of interaction. An active and cohesive community is suggested by higher engagement. This is significant for LEGO because it indicates that fans are actively contributing to conversations, sharing their creations, and enhancing the overall LEGO story in addition to appreciating the sets. Measurement tool: Social media platforms' native analytics, Hootsuite, Buffer. Engagement Rate: The level of connection that LEGO builds with its audience is revealed by the engagement rate. A community that is more dedicated is implied by a higher engagement rate. Strong engagement rates are an indication to LEGO that fans are actively involved in the LEGO experience, sharing their enthusiasm and creations rather than being passive observers.
Measurement tool: Social media analytics tools, platforms' insights. Hashtag Performance: LEGO content is categorized and organized with the help of hashtags. Increased discoverability and visibility for LEGO posts are the results of effective hashtag performance. Measurement tool: Hashtag analytics tools, social media platforms' insights. Organic Likes: Likes that are organic indicate sincere gratitude from the audience without the need for paid advertising. Stronger affinity for LEGO's content is indicated by higher organic likes. This measure, for LEGO, shows that consumers find value and enjoyment in the brand even in the absence of paid promotion, which speaks to the inherent appeal of their sets. Measurement tool: Social media platforms' native analytics. Paid Likes: Targeted promotional efforts lead to paid likes. It is possible to increase the visibility of particular LEGO campaigns or product launches by strategically using paid likes. Paid likes are one way that LEGO can extend the reach of important messages, making sure that promotional content is seen by more people and possibly leading to more sales. Measurement Tool: Social media advertising platforms, analytics tools. Reach: The total number of distinct users exposed to LEGO content is measured by reach. Greater brand exposure is implied by a higher reach. Measurement Tool: Social media platforms' insights, analytics tools. Sentiment: Sentiment analysis measures the general disposition and tone of user comments. Positive feedback suggests a deep emotional bond with the LEGO brand. Measurement Tool: Social listening tools, sentiment analysis tools. To establish reasonable targets, marketers should consider industry benchmarks, historical performance, and campaign objectives. For engagement, setting a goal based on a percentage increase from previous campaigns or industry averages can be a starting point. Engagement Rate: Calculation: (Total Engagements / Total Followers) x 100. Target: Aim for continuous improvement, benchmark against industry averages. Hashtag Performance: Calculation: (Number of Hashtag Uses / Total Reach) x 100. Target: Aim for increased usage and visibility over time.
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Sample Engagement Rate Calculation The engagement rate for LEGO and its largest competitor on Instagram: LEGO Instagram Account: Total Engagements: 900,000 Total Followers: 10,000,000 Engagement Rate: (900,00/ 10,000,000) x 100 = 9% Competitor Instagram Account: Total Engagements: 600,000 Total Followers: 8,000,000 Engagement Rate: (600,000 / 8,000,000) x 100 = 7.5% In this example, LEGO outperforms its competitor with an Engagement rate of 9% compared to 7.5%. Further analysis, considering other metrics and campaign objectives, would be necessary to determine the overall performance winner. In summary, LEGO's skillful use of social media channels demonstrates a deep awareness of its target market and a deliberate effort to create a varied and interesting online presence. Through the strategic use of Instagram, LEGO leverages the power of visual storytelling to turn its elaborate builds into engrossing stories that appeal to a broad audience. Concurrently, the brand creates a vibrant community on Facebook where enthusiasts come together to share their passion, ideas, and creative endeavors, going beyond simple marketing. LEGO has made a conscious effort to build deep and meaningful relationships with its global fan base through the platforms it has chosen, rather than merely focusing on digital visibility. The brand's ability to successfully capitalize on Facebook's and Instagram's distinct advantages demonstrates a creative approach to social media that goes beyond conventional marketing paradigms, transforming these platforms into lively extensions of the LEGO universe.
References: Gell, Pat. “Lego Social Media Audit - Pat Gell - Medium.” Medium, 7 Jan. 2022, https://patgell123.medium.com/lego-social-media-audit- a6b06a07e7f Bric-Rc, and Bric-Rc. “Lego’s Social Media Marketing Approach and What We Can Learn From It - Global Marketing Professor.” Global Marketing Professor - Global Marketing Insights | GlobalMarketingProfessor.com, 27 May 2019, https://globalmarketingprofessor.com/legos-social-media-marketing- approach-and-what-we-can-learn-from-it/#:~:text=Lego%20is %20currently%20present%20across,each%20month%20on%20social %20media . How LEGO Group Used Twitter to #RebuildTheWorld. https://marketing.twitter.com/en_apac/success-stories/how-lego-brand- used-twitter-to-rebuildtheworld Silberbauer, Lars. 5 Secrets Behind the LEGO Social Media Success. 8 Feb. 2021, https://www.linkedin.com/pulse/5-secrets-behind-lego- social-media-success-lars-silberbauer/ Gilliland, Nikki. “How Lego Uses Instagram to Inspire Fans of All Ages.” Econsultancy, 16 Aug. 2018, https://econsultancy.com/how-lego-uses- instagram-to-inspire-fans-of-all-ages/