Archive for Disney Cruise Lines

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.

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?