Trumpeting Groundswell

Last week I made a post that outlined what the essence of Groundswell is, a comprehensive review of social media - especially how it impacts the business landscape.
Today, it's all about an example that Li and Bernoff used in the book to trumpet social technographics - especially a way to identify profiles of people using social media. Recall that the Forrester researchers identified a way to identify those contributing to the groundswell and their way to categorize these people.
The result: Creators, Critics, Collectors, Joiners, Spectators and Inactives.

Case in point: Lego's LUGNET, the Lego User Group Network, which is made up of adult fans who use social media to stay in tune with the company's actions, directives and also act as ambassadors to the Lego movement. Adult Lego fans from around the globe vie for 25 coveted ambassador positions where they liaise between the company and the many fans on issues like new product development, yearly conventions and nostalgic bits that keep fans energized. By providing referent power to the ambassadors across Lego Land, the company benefits from their energy and feedback; ambassadors benefit from an increased sense of ownership and connection to like-minded global citizens.

Ambassadors use social media by creating blogs and user communities to spread the good word , often uploading video or Lego manual information that dates as far back as the 50's. Indeed, the logo or the archetypal Lego man caricature evokes nostalgic feelings for many and if harnessed correctly, can be translated to ever-improving relationships and greater long run profits. When adult fans of lego attribute up to $10 million in annual sales, the impact of social media cannot be understated.