Question

Read Case Study on Lego Mindstorms

Then, answer the first question after the case study your answer must be at least 300-350 words

Cases C1.Lego Mindstorms Since 1947, Lego plastic blocks have been one of the world's favorite toys. Lego block kits let children build creations of their own design, or kids can follow instructions to build models of airplanes, cars, trucks, characters from movies and television shows, and robots. Lego uses its social networking efforts to stay connected to its customers in many ways. In 1998, Lego introduced its Mindstorms product, a programmable computerized brick that includes sensors and motors. Mindstorms was designed to be the basic building block of a programmable robot. Although it is a toy, the Mindstorms product is also a powerful and functional robotics tool that allows people (young and old) to build robots without having advanced degrees in engineering and computer programming. In its current version, Mindstorms includes the programmable brick, several servo motors, a color sensor, a touch sensor, an infrared beacon, and several hundred building blocks to create more than a dozen different robots. The Mindstorms product comes with printed instructions and programming to build these basic robots, but the brick can be programmed and/or controlled by a personal computer or a mobile device (tablet, phablet, or smartphone) to create more robots. By adding additional Lego components, highly complex and large robots can be constructed and programmed. Lego's Mindstorms social networking contains very little direct product advertising or promotion content, yet the company invests substantial resources in maintaining and developing s network of users. For example, Lego organizes in-person events and competitions where members can demonstrate their skills and learn from each other. An elite, invitation-only group called Mindstorms Community Partners tests new ideas, software, and hardware elements for the robotics system.

Answer 1

Specific Social Networking Features that will help in promoting Lego and its products are:

• Increasing the Engagement level by hitting the right target audience.The content that Lego produces for each of its social channels is uniquely tailored.Lego has a separate social media team. The purpose of this team is to increase the engagement level of different fans and followers. Different social media platforms will have different users. The Lego social media team creates content in such a manner that it matches the expectations of the respective audience. Conversations, Engagement, Monitoring and Moderation are taken care of by matching it with the demographics using that platform.
• Segmentation. Market segmentation is the process of dividing the market of potential customers into different segments based on different characteristics. Lego has used segmentation in its twitter account. It has main account with the name as  @LEGO_Group account. There are the @LEGOBatmanMovie account, the @LEGOMarvelGame account, the @LEGOIdeas account which are designed to direct audiences to more specific content. The purpose is to provide the audience the exact content that they want. On Facebook also it has used Segmentation.Lego, Lego NinJago, Lego Dimensions, Lego Batman Movie and many others are the separate pages created to meet the demands and the requirements of a particular segment.
• Big Data. It uses big data to get a proper insight of what the audience want and how they react to a particular content.Big Data provides them accurate figures about their promotional techniques which helps them to further improve the content and provide them as per the requirements of the consumers.