All of you are wondering what does the above word mean? It translates to Brickbuilders in English.
This community is a platform where Finnish LEGO enthusiasts who are recognized but not sponsored by LEGO brand, engages other LEGO enthusiast in Finland. In this post I will walk you through how other new communities can learn from this community to engage and empower its members Below a video link from their Expo to give you an idea.
3 building blocks of this community
Sense of belonging- for this community the first thing that u need to have to belong is have a craze for LEGO bricks their history and this like-mindedness connects the community in one big thread. Members discuss and share new ideas about LEGO spreading the buzz about what is happening in the world of LEGO. Activities and sharing has led to members gaining organisation skills, trust cooperation and courage.
Presence of shared rituals and traditions – after this belonging is established the next step is to share the rituals, here older member welcome new members and assist them in learning about the brand history orient them with the values and norms of the community, rules of the online forum like a proper functioning organisational culture.
Sense of moral responsibility– the third and important building block that keeps the members accountable is bringing a sense of moral responsibility. The member’s purpose or goal is to mingle with other members and assisting other members in the proper use of LEGO products.
Collective Value creation in the community
There are 4 known practices in which brand communities create value and Palikkatokamo has strategically used the following to create value that has ultimately lead to the community growing and becoming popular and still alive from the time it started in 2008.
The community is praised by the new members for the way its members do social networking as they positively welcome and govern the community with good overall team spirit. The highlight is members also deal with non brand issues like if any member is dealing with illness or young teenage members are being bullied, the older members guide them with how to deal with it this creates and trust and loyalty towards the community.
Internal impression management occurs when the members share news about LEGO in the forum and encourage them to use original LEGO bricks and not getting tempted to use the pirate brick no matter what. One of the member acts as a LEGO ambassador who maintains communications between the LEGO hobbyists and LEGO Company. External impression management occurs when the community takes part in the events where they recruit new members and gain media attention which will create buzz about the community and attract new members in the future.
Community engagement is done beautifully by the community leaders by running the forum online by discussions, sharing ideas and supporting members. The community also participates in global events, community can build a large stand structure with the bricks collection all members have. They have effective Skype and doodle platform through which the activities are organised. members in other country can discuss with members in Finland and also travel for the events held in Finland. Below website link to see how the community functions.
This community has a major activity to practice Brand use and development is to modify the products and create new ideas, one of the members developed a platform called basebrick.com where the members can maintain their inventory of the bricks digitally. This is an exemplary example of how a brand can grow its legacy with such ideas of brand use. The ambassador project is another way where members guide the members about taking care of their LEGO collection in terms of insurance or regular wash and care.
Overall this community is a successful example of how the brand communities can build and grow their brand through the foundations and tools mentioned above. But the key is every community has to be authentic to their core values and maintaining and expressing that authenticity to attract loyal members who will keep the community alive and act as brand champions.
Reference- Kurikko, H., & Tuominen, P. (2012). Collective Value Creation and Empowerment in an Online Brand Community: A Netnographic Study on LEGO Builders. Technology Innovation Management Review, 2(6), 12-17.