Lego: How to build a social team

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Lego's Kronkiwongi Project.
Lego's Kronkiwongi Project.

The toymaker's social boss talked about Lego's Kronkiwongi project and how it staffs for social

PRAGUE, CZECH REPUBLIC — Lego's Lars Silberbauer, global director of social media and search, says the toy brand views technology merely as an extension of normal social behavior.

Speaking at Socialbakers Engage 2015 conference here, Silberbauer said it helps to frame its efforts in social media by viewing it merely as a "set of technologies that enhance social behavior."

To put that into practice, Lego teamed up with Facebook on a campaign celebrating the genius of three-year-olds called The Kronkiwongi Project.

According to Silberbauer, the idea for the campaign came from a discussion with his mother. In terms of execution, the campaign required in-house innovation; Lego used its partnership with Facebook to create a launch team that used its London-based real-time media space to optimize the campaign across paid and earned media.

Lego has now hired four real-time content staffers who help feed its audience with the relevant content that it needs throughout the day.

"We have a live team of four people full time," said Silberbauer, "They are not assigned with any tasks prior to the day, it’s planned in real time. They get a brief in the morning; and that goes out at noon, for example; and we then optimize the engagement and put paid behind it once it’s launched. It is the beginning of an engagement once it is put it out and not the end of the cycle."

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