Social Media Week Final Day aka the most colourful. It all started with coffees and croissants at Advice office and a wonderful talk by Jacob Mouritzen on don’t’s and do’s (yes, in that order) of International Community Management.

Good points taken away from the talk:

– DON’T reuse content. Posting some old material that you used previously just to show new followers and fans is never a good idea – people can tell old content from new.
– DON’T enable automatic Tweet-to-Facebook and FB-to-Twitter option. These two networks use different languages and serve different purposes. Write a short message on Twitter with the link and a more descriptive one on Facebook
– DO determine your audience and segment the content (know who your audience is and find the most appropriate language you want to use with them)
– DO make lists: have agendas, make a plan for weekly posts, if possible have someone with an eye for good visual content and someone who can write well on the team – attribute appropriate roles to people’s talents in your company
– DO use exported data sheets from Facebook to get to know your audience better.
– DO use Google analytics to track apps on Facebook

There were other very good points too – but I think these are the points that are most relative to a small business without an International outreach which I was more interested in.

The Advice office is this great open space with white walls, glass walls to sonference rooms and bright green furniture. I was very excited to see these white AOC screens in reception that fitted so well with the interior – and just check the cute bird on one of them!

The colour scheme creates a very relaxed but thought provoking atmosphere!

Then it was for the last talk of the week from probably the most fun company around – LEGO. What made Peter Espersen’s (Global Community Lead for Lego) talk so particularly brilliant was his obvious passion for his work and the brand. He was very excited to talk to the audience and also get feedback and questions – overall you were left with the impression that Lego all abotu being fun, loving their fans and fan art and genreally being a very happy place for all. Overall keyword – “fun” – which is exactly what a toy company should be. Job very well done.

He spoke of the two initiatives of LEGO:

– CUUSOO ( – an open platform for you to create your own LEGO idea. You can learn about it by checking the link – but the sotry behind it is what is interesting. LEGO used to have standard rejection letters for people who would send in their original ideas. An now they have an open platform for these ideas – and if you can get enought people to support your great idea they might (still subject to revision) manufacture it and even give you money for it. Did you ever want to send in your design ideas to companies as a kid? This is a great idea – and what is most important – it brings a community of innovators together, and makes people think of Lego more.

– ReBrick ( – a whole new social network built on fan material. A lot of it was already out there – we got an example of Eddie Izzard’s Death Star Canteen Lego Video version as an example. And there are many more: people making videos, Lego sculptures and artwork – sharing it (or as they call it “ReBricking”) with the rest of the world.

LEGO have recognised their fans’ passion and interests and have given them a special platform to interact on. It’s the recognition, appreciation and openness that had lead them to a great place they are now at.

Two things that really fascinated me about this:

– LEGO CEOs meet-and-greet with their fans at least twice a year – it humanises the brand even more and shows that they are open to opinion. Why not organise a party for your customers?
– Great customer feedback example. So, the fans on Facebook have set up a page called “For all those who have experienced pain by stepping on a Lego” and the page has gathered 300,000 likes (now over 500,000). Lego could not leave this fact without action and they have put togther an apologetic video to the fans who have “experienced the pain” and for those “Lego bricks falling under feet” – it’s fun and shows that Lego really appreciate their fans no matter what the feedback is. Great and responsive customer service.


– companies have to have a web presence – if Google doesn’t find you, it will find someone else for the job
– research your market, know your audience, adjust to their interests and needs
– engage in and ecnourage conversation, don’t try to convince people to buy your product
– find relative topics, ask questions – engage
– visual content works better than a lot of text
– have a well-defined strategy and plan
– reasearch how the social tools you use work and adjust your message accroding to their functions
– quality over quantity
– BE HAPPY doing your job will make you do a better job too!

I really enjoyed this whole week in Copenhagen. If you want to learn more from the great minds in Social Media today you can catch up on some of the recorded talks from all participating cities:

Happy Socialising!

If you have any comments, recommendation or questions – let me know!


Alex @

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