Archive for Content Marketing

YouTube… the Latest in Digital Marketing Trends

The Walt Disney Company is constantly adjusting its digital marketing strategy to the current trends in society.  For example, Disney’s release of Frozen in November 2013, triggered countless individuals to create YouTube videos reenacting musical numbers throughout the film.  Some of these independently created Frozen-inspired videos are linked below.

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  • Disney and Pixar Sings Let it Go
    • Who knew independent performer Brian Hull would attract over 15,962,226 views on YouTube with this creative performance of Disney and Pixar characters singing the popular “Frozen” song.

disney and pixar

  • Let it Go REMIX (Dad and daughter duet in the car)
    • Dad, Billy, and three year old daughter, Blakely, look like they are having the time of their lives in this video (receiving over 13,245,977 views) as they enjoy performing Disney’s “Let it Go”.

dad and daughter

good looking couple

While The Walt Disney Company did not plan or arrange for these people to create promotional videos for their movie, they did so regardless.  In this case, “Frozen’s” digital marketing platform relied largely on unofficial YouTube videos.  Disney is proving that advertising platforms may not always rely completely on a company at large.  By providing viewers content that they are happy with, those viewers often continue to share and in turn provide marketing for that business.

With today’s digital and online cultures growing so rapidly, promotional efforts are continually being focused on sites such as YouTube.  While everyone is now able to product their own content, there are more and more opportunities for everyone to be a publisher.

The Walt Disney Company seems to have embraced this digital marketing trend, by advertising in less traditional forms and allowing viewers to create their own content.  By embracing current trends, Disney continues to be a leader in the digital marketplace.

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.

disney dress

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 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!

disney fb

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.

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.