Jeremiah Owyang discusses how web tools and social media enable companies to connect with customers

The Tenacity of Jake McKee: A Social Media Case Study at Lego

February 27th, 2008 | Category: Video, Social Media

How could one person create 20% of work for the legal department? Watch or Listen this video to find out.

The Conversation Group recently hosted an event celebrating 10 years of the Cluetrain Manifesto. What’s interesting is that only in the last couple of years has the train really started to build up stream. Jake McKee former social media practitioner at Lego tells his story on how he challenged and changed the culture within the organization to build relationships with customers, share proprietary information, and how customers were in line with employees.

This video is easy to consume, just put it on play, and listen in while you do your work.

10 Comments so far

  1. Kin Lane February 27th, 2008 11:16 am

    Wow….great video. Really helps me feel like I am not alone in the uphill battle in convincing people about the value social media and getting more involved with users.

    Thanks Jeremiah.

  2. Rodrigo Reyes Restrepo February 27th, 2008 2:13 pm

    Jeremiah,

    Thanks for your good work.
    Always useful, as any blog should be.

    And Kin, what do you do?
    You’re not alone in the uphill.

  3. Kin Lane February 27th, 2008 2:19 pm

    Hi Rodrigo. Well currently I am social media strategist for Altrec.com / GreatOutdoors.com which I have amazing support all the way up to the CEO.

    However I just came from a company who speaks as if they embrace social media but are skeptical and fight you at every step. They still view it as something fun I do, not as a viable approach to business development.

  4. Carol February 27th, 2008 4:14 pm

    Rodrigo and Kin - you’re most definitely not alone in the uphill. Some days I feel more like Sisyphus than others, but what keeps me going is

    a.) sticking to a multi-phased strategy
    b.) using a locus of benchmarks to help other see how every incremental inch we’ve gained adds up to several miles
    c.) finding internal champions to help promote ideas

  5. Jake McKee February 27th, 2008 9:04 pm

    Thanks for the recognition! I followed-up Doc Searls. No pressure. None. Really. OK, maybe a little!

    It was a great event, and huge thanks Ted Shelton at The Conversation Group for the fun.

  6. A Social Media Case Study at Lego February 28th, 2008 7:20 am

    […] found this via Web Strategy by Jeremiah. This is the best in depth look at utilizing community in a large company I have seen. This […]

  7. Miguel Cancino February 28th, 2008 7:49 am

    I had the opportunity to attend this conference and I must say, despite the many other great speakers, Jake’s story was the most engaging.

  8. Hacking the Good days… :: Org chart is hyperlined, not hierarchical February 28th, 2008 9:14 am

    […] McKee’s presentation made my day, thanks to Jeremy for flagging it up. Jake is a ‘revolutionist’ that led the Lego Mindstorm Programme […]

  9. Bloggers Digest - 2/29/08 - Get Elastic Ecommerce Blog February 29th, 2008 11:33 am

    […] Another activity many ecommerce marketers are hesitant to explore is social media marketing. Perhaps because ROI is more difficult to measure. Jeremiah Owyang provides 3 tips for measuring social media marketing ROI. You might also want to watch this social media case study presentation from Lego - How Lego Caught the Cluetrain: How Adult Fans Changed A Kids Toy Company. […]

  10. Resonance Partnership Blog : Must Read: Groundswell (Con’t) April 9th, 2008 2:01 pm

    […] well researched (Forrester research data from around the world, 65 corporate examples and 25 full case studies), written by two great, knowledgeable writers and fellow particpants, Charlene Li and Josh Bernoff, […]

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