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

Categories: Social Media, VideoPosted on February 27th, 2008

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.

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This entry was posted on Wednesday, February 27th, 2008 at 8:39 am and is filed under Social Media, Video. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

Comments

Kin Lane

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.

Rodrigo Reyes Restrepo

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.

Kin Lane

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.

Carol

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

Jake McKee

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.

Miguel Cancino

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.