LEGO and GE: How they use UGC and Target Geeks in Social Media

storm trooper lego.jpg

With another Social Media Week over, there were some social media strategy standouts from established brands that reminded you of how to target your niche audience with UGC and periphery topics. Your groupies may not always be able to access your product, like General Electric, it may seem ‘too techy’ for those geeks with an interest in fashion or music, or like Lego, you can’t directly target kids through social media but you need to inspire the parents. Katrina Craigwell, Head of Global Digital Programming at GE discussed her strategy to ‘Ignite light-hearted curiosity around science and tech, and to create moments of engagement.’ Lars Silberbauer, Global Director, Social Media, Search & YouTube, at Lego discussed a ‘The joy of building together’ which, for me, brings to mind Coca Cola’s sharing happiness but with more family time.
Continue reading

An Oxford Prof’s Negotiation Tactics and Sharing a Coke

#Oxford Professor #StuartDiamond explaining his latest book ‘Getting More’ – negotiation tactics for a modern world.

  • Find some common ground, fish around until you do
  • Everyone’s top identifiers are: family, friends, personality, hobbies and occupation
  • Find out what standards and values are key to them, what groups they are a member of, then point out whether they are or are not playing by those standards (people hate contradicting themselves)
  • Find a common enemy and you will find people who will work with you
  • Blaming or threats never work – it only makes people withhold their good ideasWhat you think you said is probably not what they heard, so ask them what their perception is – get this part right, it’s crucial!
  • Value the differences
  • Find something you can trade
  • Remember it’s the baby steps that count, don’t be afraid of being incremental or giving an emotional payoff at each step
  • Don’t be manipulative
  • Be genuine, informal and casual
  • Interact honestly, build rapport, trust, be creative

Continue reading

2 Creative Directors and 1 Designer in a Tub

2 Creative Directors and 1 Designer in a tub and the Designer says…

In the offices of POSSIBLE and Grey London yesterday, as well as the obligatory beer, there were presentations from 3 interesting men on Brand Building in the Digital Age.

2 presentations with the slight of a magicians hand. 1 much longer, yet more to the point Continue reading