Archive for October 2014

Disney is Better Off Thanks to Blogs

Included in the super-set of social media, blogs, are an extremely valuable digital marketing platform for organizations including The Walt Disney Company.  As such, blogs are ideal areas in which communities of individuals interested in all things Disney can connect and communicate.  While The Walt Disney Company provides its’ own official blogging sites, countless other Disney fanatics have also begun blogging on their own Disney related online platforms.

Official blogs of The Walt Disney Company include:

  1. Disney Post
  2. Disney Parks Blog
  3. The Disney Cruise Line Blog 

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Unofficial blogs relating to The Walt Disney Company include:

  1. Oh My Disney 
  2. The Disney Blog 
  3. The Disney Food Blog 
  4. Disney Tourist Blog 

As discussed in Digital Marketing class with Professor Sweet, using social media plugins on blogging platforms is a terrific addition.  All of the aforementioned blogs offer subscription to RSS feeds as well as easy connectors to other social media sites such as Facebook, Pinterest, and Twitter.  Using all social media platforms together, provides an even stronger foundation from which viewers and bloggers can connect and share in community together.

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The official blog sites of The Walt Disney Company focus on providing content to their viewers.  Instead of trying to sell readers on specific products or vacation packages, the blogs all relate to audiences through recent happenings in the company.  For example, Disney Post recently shared how ESPN is using mobile phones as a primary resource to connect with interested individuals and in September 70.1 million people accessed ESPN through mobile devices alone.

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Unofficial Disney blog sites, “created by fans for fans” also promote content for The Walt Disney Company.  Bloggers review special events that they took part in at Disney locations, offer character quizzes, and share their favorite things Disney-related.  While they are not working in any way for the company, these bloggers are really offering digital marketing for Disney.  By providing public relations, bloggers offer credibility and a realistic, person to person communication element that larger official sites often cannot exhibit.

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Through both official and unofficial blogging, The Walt Disney Company is largely benefiting from having an active social media presence online.  By offering connectors to related social media and content marketing to viewers, blogging is effective in allowing individuals to get engaged, communicate and connect with one another, and track Disney trends in the industry.

Signs of a Well-Marketed Brand

The Walt Disney Company has an extremely active online presence, whether it be from its own created content, or other Disney Inspired websites and social media outlets.  Disney has established an exceptionally loyal fan base which often turns to the internet to express its undying dedication to Disney.  Included in this following are Disney inspired wedding dresses.

 Alfred Angelo is recorded as the world’s largest family-owned and operated manufacturer and retailer of bridal gowns.  Aside from wedding dresses, the company sells bridesmaid dresses, flower girl dresses, and mother of the bride dresses.  With five total lines of gowns, Alfred Angelo is celebrating its 80th year of business this year.

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In September of 2010, Alfred Angelo and The Walt Disney Company teamed up to develop Disney-inspired wedding dresses.  The line features dresses based off of Disney Princesses: Sleeping Beauty, Ariel, Cinderella, Rapunzel, Snow White, Belle, Tiana, and Jasmine.  With 97,241 likes on Facebook and 2,822 followers on Twitter, Alfred Angelo has a great fan base as well.

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Listed below are a number of pages found online that promote the Alfred Angelo Disney-inspired wedding dresses.

 Pinterest 

Tumblr 

Us Magazine Online 

CBS News Online 

E Online 

The Walt Disney Company has certainly made a constructive decision in teaming up with Alfred Angelo.  There are countless positive online marketing responses to this smart business union.  Social media outlets such as Pinterest and Tumblr are used in this case as marketing platforms for Disney and Alfred Angelo customers.  Both businesses also have the opportunity to monitor what people are saying about their products online.  It is definitely a sign of a well-marketed brand, when there are boundless responses to that companies union with another organization, as we see in this Disney-inspired wedding dresses example.

Digital Disney Dominates

When it comes to knowing how to best serve your customers, the Walt Disney Company is on the top of the list.  Through all of its mediums of family entertainment including its theme parks, consumer products, and interactive online sites. The Walt Disney Company continues to outshine its’ competitors when it comes to customer service and staying up to date, producing the highest quality consumer experiences.

In 2012, Walt Disney World released their “My Disney Experience” website and mobile app.  This innovative and efficient new addition to the Walt Disney Company has since received countless praises.  The website and app enable families planning and enjoying their vacations to view current attractions, character greeting times and locations, restaurant menus and reservations, ride wait times, and more.  The GPS enabled app also allows users to navigate Walt Disney World efficiently and select or modify their “fast pass” experience.

Along with the website and phone app, the Walt Disney Company has released Magic Bands for each customer visiting the Walt Disney World Parks.  These GPS enabled, waterproof, colorful, all-inclusive wristbands serve as your hotel room key, admission to Disney theme parks and water parks, fast pass entrance, Disney photo pass, and credit card connection at dining and merchandise locations.

These new releases relating to a Walt Disney World vacation experience, are all ways in which the company is connecting more with customers and serving their needs directly.  Disney saw families frustrated with keeping track of all kinds of tickets and passes, long wait lines, and planning their trips.  They innovatively came up with solutions, in keeping with their core competency, that serve their customers even more completely.

These digital additions to the 91 year old company are vitally important to its’ continued success in an increasingly digital world.  The Walt Disney Company is staying on top of its marketing engagements by finding avenues, such as “My Disney Experience” to interact with consumers and let them be in charge of their own experiences.  This form of mass customization is similarly imperative to its continued marketing strategy.

In what ways do you think that The Walt Disney Company might increase its digital focus even more entirely to engage in its’ youngest generation of consumers?

Disney Follows Digital Movie Trends

The Walt Disney Company recently released a new way for consumers to purchase Disney movies in the spring of 2014.  Disney Movies Anywhere is a free service that users connect with their iTunes accounts to purchase and view Disney movies on their TVs, computers, or mobile devices anytime.  This opportunity to build up a digital movie collection as opposed to buying and storing traditional video tapes or DVDs, is the newest way in which Disney fans, can connect with their favorite movies.

disneymoviesanywhere

Bob Iger, Disney’s current chief executive is on Apple’s board, which enabled both powerhouse companies to connect in this way to develop Disney Movies Anywhere.  This additional consumer experience option, is certainly an effort to increase movie sales as well as stay current in this increasingly digital age.  News-Journal.com records that “selling digital movies is three times more profitable for studios than renting one.”  Disney, Pixar, and Marvel films including The Incredibles and Frozen are available on Disney Movies Anywhere.

Accompanied by Disney Movies Anywhere is the Disney Digital Copy.  Disney Digital Copy enables consumers who have purchased Disney Movies in DVD or Blue-Ray format to also enjoy a digital version of their movie.  Digital DVD Copy connects to consumers’ online movie collections on Disney Movies Anywhere through their iTunes account.

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These two very modern developments in The Walt Disney Company, have enabled this 91 year old company to continue to be prosperous in their core competency.  While remaining true to their origins in the family entertainment industry, the Disney Company has proven it can also change with the modern trends.  This is extremely important in this time of such a significant change to the digital marketing realm.  As David Meerman Scott outlines in his book, if companies do not have their eyes open to the changes in marketing and public relations around them, they are losing customers quickly.

With its continued developments on the digital side of things, The Walt Disney Company appears to maintain its unstoppable position in today’s society.

Disney Triumphs Over All Social Media Platforms

The Walt Disney Company is ranked number 2 on today’s global social media chart according to Starscore.  The powerful company has fans all over the globe who love to share their adoration for Disney online!

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The Walt Disney Company has:

  • 7,210,044,895 views on YouTube
  • 188,197,664 fans on Facebook
  • 23,245,945 followers on Twitter
  • 3,210,485 fans on Instagram
  • 3,237,995 fans on Sina Weibo
  • 1,734,083 fans on Google+
  • 90,038 fans on Renren
  • 173,861 fans on Mixi
  • 153,068 fans on VK
  • 481,605 fans on Tencent Weibo

disney twitter

On Starscore’s brand chart, The Global Walt Disney Company ranks as Number 1 above Nescafe and Movieclips Trailers.  These startling statistics prove that The Walt Disney Company must really be doing something right in terms of social media platforms.

So what is Disney doing in the digital world that attracts such overwhelming amounts of followers on the web?

  • On Twitter and Facebook, Disney claims to be committed to 2 main principles which are: “reach families and Disney enthusiasts and share content that our guests are compelled to talk about and share.” (Digiday)
  • “Disney Interactive, social media outreach is all about connecting with Disney enthusiasts in an entertaining way.” (Digiday)

In short, The Walt Disney Company is content marketing to its target audiences by engaging them in social media outlets in which they enjoy participating.  By sharing the latest developments in the Disney Company, at specific times and through social media platforms, Disney productively occupies the online network.

Disney App takes on Open Waters

On September 7, 2013, The Walt Disney Company introduced the Disney Cruise Lines Personal Navigators iPhone App.  This digital application for iPhones has proven to be a terrific addition for Disney Cruise Line guests on each of its’ four fleets.  This app provides the entire itinerary of what is going on onboard for any given day at sea.  The app is free and can be used onboard through complementary DCL-Guest-Wi-Fi-Network.

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The Disney Cruise Lines Personal Navigator is typically the documentation physically dispersed to guests each day, outlining the events of the day including: movies playing, show times, dining options, drinks of the day, character appearances, etc.  In order to make the most of every day on board, families tend to always have a Personal Navigator in hand.

With the addition of the new Personal Navigators app, individuals can instead simply make sure they always have their cell phones on hand.  This digital transition is consistent with David Meerman Scott’s New Rules of Marketing and PR.  Scott emphasizes how important it is for businesses to adjust to the transformation in communication patterns to the digital market.  The Walt Disney Company is proving their modernity by making this change in their Disney Cruise Line communications policy.

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Furthermore, the digital Disney Cruise Lines App offers guests the option to highlight favorite activities offered and request reminders for such events.  This additional offering is another way in which The Walt Disney Company is working to improve its marketing strategy to transition with the increasingly digital age.

Today, both the concrete and digital versions of the Disney Cruise Lines Personal Navigators are available to guests. Do you think eventually only the digital edition will remain?  Or will Disney Cruise Lines continue to offer both the concrete and digital Personal Navigators for each generations of their guests’ convenience?

Disney Interactive Intends to Intimidate

David Meerman Scott’s New Rules of Marketing and PR includes, “People want participation, not propaganda” (Scott, 46).  This is referring to the shift from interruptive, passive marketing to fresh and interactive marketing of today’s digital market.  The Walt Disney Company abides by this rule, and has developed an entire department to do exactly that.  With the additional division, the organization intends to intimidate competitors with its online interactive presence.

The Disney Interactive branch of The Walt Disney Company focuses on creating shared content for all of its’ digital media platforms.

disney interactive

“Disney Interactive is one of the world’s largest creators of high-quality interactive entertainment across all current and emerging digital media platforms. Products and content released and operated by Disney Interactive include blockbuster mobile and console games, online virtual worlds, and No. 1-ranked web destinations Disney.com and the Moms and Family network of websites.” (http://thewaltdisneycompany.com/about-disney/company-overview)

An example of this interactive online experience is the online magazine, Babble.  (http://www.babble.com/ ) This website allows young parents to connect with others and engage in blogging about similar child-raising experiences.  It is an interactive outlet that caters directly to the young parents of today.

babble

Scott’s rule about customer participation proves to be extremely applicable to Disney, in the sense that they have tried to engage in the digital market in order to stay current and accessible in a changing world.  Unfortunately, this rule does not seem to be growing and providing as much as one would expect for The Walt Disney Company.  While Disney Interactive is still a very small sector of The Walt Disney Company, the gaming and web division has been a continued drain to the overall organization. (http://www.nytimes.com/2014/03/07/business/media/disneys-game-and-internet-division-cuts-one-quarter-of-its-workforce.html?_r=0)

Do you think that Disney Interactive is a necessary addition to The Walt Disney Company? Or is there a better outlet for the organization to connect with the online market and interact with its consumers?

Affirmative Advertising in a Digital Age

The Walt Disney Company spent 1.93 billion dollars in 2013 on advertising alone.  While this number seems extraordinarily high in an increasingly digital age, advertising was approximately 31% of the total of 6.14 billion dollars net income for the company in 2013.  The company’s total advertising spending includes measured-media and unmeasured spending.  Measured media consists of magazines, newspapers, broadcast networks, radio, outdoor, and internet advertising.  Unmeasured spending estimates direct promotion through internet paid search, social media, etc.

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In David Meerman Scott’s New Rules of Marketing and PR, Scott is very clear about the shift from sales and interruption advertising to content rich marketing in the increasingly digital market. In particular he writes, “Marketers must shirt their thinking from mainstream marketing to the masses to a strategy of reaching vast numbers of undeserved audiences via the web” (Scott, 46).  When looking at Disney’s total spending on advertising, it does not look like they are following the new rules of marketing.  Since 2009, the advertising spending has even gone up, and largely remains the same to today.

BusinessInsider.com records the Walt Disney Company as among, “The 12 Companies that Spend the Most on Advertising”.  This website records Disney’s total advertising spending in 2013 as 1.93 billion dollars and breaks it down as such:

TV: $273 million

–          Magazines: $60 million

–          Newspapers: $92 million

–          Internet: $37 million

–          Other: $1.46 billion

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The Walt Disney Company continues to be a power house in the family entertainment industry today.  Its net income has continuous increased since 2009 through 2013.  Do you think that with its continued spending on advertising in our increasingly digital market, the company will suffer, or end up changing its’ advertising spending habits?

 

Content Marketing with The Mouse

The Walt Disney Company relies on rich content marketing to drive its total revenue.  Throughout each of the five different segments of this powerful organization, the overall marketing strategy relies on providing consumers abundant content right when they are looking for it.  The five segments of the Walt Disney Company include Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products, and Interactive Media.

In The New Rules of Marketing and PR, David Meerman Scott explains that due to the recent change in communication platforms to a digital medium, there is a new set of guidelines for marketers to follow in order to be successful.  This significant transition has been extremely influential in the marketing realm and has increased the importance of providing potential customers with quality content.  In the new rules of marketing and PR, Scott writes, “Instead of causing one way interruption, marketing is about delivering content at just the right moment your audience needs it” (Scott, 36).  Disney’s advertising has followed the new rules and currently focuses on providing content over consumer interruption.

Bob Iger, the company’s current CEO has specifically made it a priority to revert back to the core competency of creating entertainment for children and families through all five of their corporate divisions.  The Walt Disney Company’s dedication to content marketing can be seen with the release of any of their new movies.  When a new movie is released, the Walt Disney Company benefits from box office sales, but also continues to develop the characters and related commodities extending the value of its content.  For example when Disney’s Frozen was released, there were character action figures, children’s bedding, clothing, a sing-a-long version of the movie, DVD and blue ray releases, mobile phone apps, video games, and even announcement of the possibilities of a Broadway show, Frozen on Ice Performances, and even a Frozen ride at Walt Disney World in Florida.

Disney's Frozen

 

By extending the content of one film throughout all of the Disney networks, the company is able to maximize its total value.  This example of content marketing is representative of Scott’s new rules of marketing and PR, and provides a model marketing strategy for overall success.

Greetings!

Hello and welcome to my blog dedicated to taking a look at the Walt Disney Company and its’ use of digital marketing in an increasingly digital age of communication.  This case study will help readers to understand how this specific company is applying or disusing concepts of digital marketing outlined by David Meerman Scott in his book, The New Rules of Marketing and PR.  Please comment on posts and engage in this blogging experience with me!

Thanks for reading!

walt disney company