[The Disney Experience]A look at social media and best practices

Trè Cotton | Independent Study | April 25, 2016

Table of Contents

TABLE OF CONTENTS 1

INTRODUCTION 2

BACKGROUND 2 THE BEGINNING 2THE MAGIC WE SEE TODAY 3

WHAT IS SOCIAL MEDIA? 4 FACEBOOK AND INSTAGRAM 4TWITTER 6

HOW COMPANIES USE SOCIAL MEDIA? 7 CUSTOMER FEEDBACK AND INTERACTIONS 7WHAT ARE SOME OF THE BEST SOCIAL MEDIA PRACTICES? 9

WHAT DOES DISNEY DO? 9

METHODOLOGY 11 FACEBOOK 12TWITTER 12

ANALYSIS 12 FACEBOOK VS. TWITTER 12FACEBOOK LIKES & SHARES 13TWITTER LIKES & RETWEETS 16

CONCLUSION 18

REFERENCES 20

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IntroductionCommunication during the 21st century has evolved over the past years. Between the

different forms of communication and social media platforms, corporations are able to reach a

wider audience better than before. Today, the Walt Disney Company is one of many companies

that use social media as a way to interact with its target market and potential consumers. When

Disney first started out in 1923, the way it would communicate with its audience is different, but

today it is able to connect and communicate with a million people around the world through more

than 1,000 social media accounts. Tracking and analyzing how the Walt Disney’s communication

process works and how it has evolved since it has begun and developed over time will be the

focus and general scope of this study.

Background

The BeginningThe Walt Disney Company (WDC) is one of the most diversified companies around.

With approximately 200 million Likes across all of its Facebook pages, the Walt Disney

Company has become one of the most powerful brands around, online and off (Warren, 2011).

The Walt Disney Company started in 1923 in the rear of a small office occupied by Holly-

Vermont Realty in Los Angeles. It was there that Walt Disney, and his brother Roy, produced a

series of short live-action/animated films collectively called Alice Comedies (The Walt Disney

Studios History, n.d.). Approximately four months later, the growing staff moved to a bigger

facility that was located next door. In 1925, Disney made a deposit on a Hyperion Avenue lot in

the Silver Lake District of Los Angeles. The Hyperion lot is a popular location for many Disney

fans. It is the book-publishing division of the Walt Disney Company and the monorail in Disney

California Adventure Park travels across the Hyperion Bridge as it speeds past the Buena Vista

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Street entrance (Bowling, 2013). After purchasing the new lot, construction began, but some of

the biggest milestones in the history of the Walt Disney Company started in 1927 to 1928.

In 1927, the first feature length film with synchronized sound, The Jazz Singer, debuted.

In 1928, Walt lost the rights to his most famous character, Oswald Lucky Rabbit. Essentially,

Walt thought this was a new opportunity and soon introduced Mickey Mouse and the first cartoon

short with sound, “Steamboat Willie” (Bowling, 2013). In addition to Walt Disney, his animators

became more creative, artistic, and innovative, so the studio had to grow to meet Walt’s vision.

As time went on and the company began to grow, Walt and Roy continued to purchase more lot

space and make major renovations. However, by 1939 there was no more room to grow on the

Hyperion Studio lot. The company employed approximately 1,500 employees.

Since there was no more room to grow, Walt and Roy purchased a 51 acre plot of land in

Burbank and construction began immediately. Eventually the Hyperion Studio property was sold

in 1941; however, the studio represents “the golden age” of the Walt Disney’s imagination

(Bowling, 2013). During the Hyperion Studios short time, it was where many of the beloved

characters like Oswald the Lucky Rabbit, Mickey and Minnie Mouse, Donald Duck, Snow White,

and Pinocchio have all come to life.

The Magic We See Today

The company is broken into five business segments, which include: Media Networks,

Parks and Resorts, Studio Entertainment, Disney Consumer Products, and Disney Interactive. The

Disney Consumer Products (DCP) segment operates its social media presence under the name

“Disney Living” and has managed to gain more than 300,000 Likes on Facebook, 29,000

Followers on Twitter and 8.8 million views on YouTube in just under two years (Warren,

2011).The Walt Disney Company is a good corporation to use because it has a plethora of social

media pages across all platforms that is popular in today’s society. Although the WDC has over

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1,000 social media accounts, each post has a different focus and a range of post that most times

do not overlap with the other social media profiles.

What is Social Media?Social media is one of the biggest methods of communication that allows many people to

share different aspects of their daily lives. This type of communication allows users to easily

transfer text, pictures, audio, video, and general information on platforms that allow other internet

users to view it. Platforms like twitter, Facebook, and LinkedIn have created online communities

where people can share as much or as little personal information as they desire with other

members. Applications that have developed within and around these platforms, websites, and

tools are endless in number and functionality, but all make online sharing and searching easier in

some fashion, regardless of their niche (What is Social Media?, n.d.).

Facebook and InstagramThe Facebook mobile app and website enable people to connect, share, discover, and

communicate with each other on mobile devices and personal computers. Facebook is free and

available throughout the world (Facebook Annual Report 2014). Some of Facebook’s most

common features are the Timeline, News Feed, Photo and Videos, and Messages. The Timeline is

a chronological narrative of the users’ activities that matter most to them. It allows the user to

organize and display the events by choosing what information they want to share on their

Timeline and control who each type of content is visible to. People may display information such

as their photos, interests, education, work history, relationship status, and even contact

information.

The News Feed is the core feature of a person’s homepage and is regularly updating list

of stories from friends, pages, and other entities to which the person is connected on Facebook

(Facebook Annual Report 2014). Common type of media that appears on the News Feed is posts,

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pictures, event dates, group memberships, app updates, and other activities that other users are

willing to share. Although all of these types of media appear on everyone’s News Feed, each

users News Feed is different and personalized based on the persons sharing activity of their

friends and the person’s interests.

The Photos and Videos feature allows users to upload an unlimited number high

resolution photos, create photo albums, and share them with their friends on Facebook. Since this

is one of Facebook’s most popular features, in 2012 Facebook acquired Instagram, a mobile

phone-based photo-sharing service, to enhance photo product offerings and to enable users to

increase their levels of mobile engagement and photo sharing. Instagram is way for users to share

their life with friends and family through a series of pictures and videos. A user takes a picture

with their mobile device, then chooses a filter to transform the image in any style of their choice

and shares it. Instagram is compatible with other social media platforms like Flickr, Facebook,

and Twitter (FAQ, n.d.). When posting an image on Instagram, users are given the opportunity to

not only share their images on their Instagram profile, but on the other platforms on a photo-by-

photo basis.

Lastly, Messages includes a variety of communicating abilities that range from email to

text messaging:

Email: Users can set up a free @facebook.com address.

Chat: Users can send messages to their friends in an instant message format.

Text Messaging: Users can activate text messaging on Facebook, allowing the

texts they exchange with friends to be incorporated into their respective

conversations along with their message and chat history.

Although Facebook is free for everyone, it creates value for marketers by providing resources to

ensure that ads or marketing strategies are measuring up to the goals that were set for the ad

campaign or business objectives. Majority of Facebook’s revenue is generated from selling

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advertising placements to marketers. When marketers are purchasing placements on Facebook,

they are able to reach a variety of people on the social media site based on several factors that

include age, gender, location, and interests. Also, marketers are can decide where the ad appears

which include News Feeds on mobile devices and personal computers, and on the right-hand side

of personal computers (Facebook Annual Report 2014).

TwitterTwitter is a global platform for public self-expression and conversation in real time.

Twitter is an information network made up of 140-character messages called “Tweets.” It’s an

easy way to discover the latest news related to subjects users care about the most (Twitter Annual

Report 2014). In addition to a Tweet, users can follow others and users can be followed by others

users without following back which is called an asymmetric follow model.

Essentially, it is a service that allows families, friends, and coworkers to stay connected

and communicate through quick messages or Tweets. A tweet is a post that may contain pictures,

videos, links or Uniform Resource Locators (URLs), and up to 140 characters of text. “A tweet is

an expression of a moment or idea. Millions of tweets are shared in real time, everyday (The story

of a Tweet, n.d.).” Like Facebook, Twitter has a Timeline feature where users’ tweets are

counted, displayed, and organized chronologically. If the user has followers, their tweets will

appear in the followers Timelines, and vice versa.

Twitter provides businesses and marketers with the opportunity to purchase advertising

services giving marketers the ability to monitor advertising campaigns with Campaign

Management, Real-Time Analytics, and Advertiser API (Twitter Annual Report 2014):

Campaign Management: The campaign management capability tools allow

advertisers to monitor and make changes to campaigns in real time as ads are

delivered. This allows advertisers to actively manage their campaigns as they

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gain deeper insight into their target audience and allows them to react to events

and user reactions as they unfold.

Real-Time Analytics: Analytics tools give advertisers insight into user response

to their ads, which helps them to understand the success of campaigns as well as

customer preferences in real-time.

Advertiser API: APIs enable advertisers to integrate with Twitter and build

websites and applications that integrate our campaign management and analytics

tools.

How Companies use social media?With technology constantly evolving and social media becoming even more personal.

Companies have started using social media to their advantage and using its resources as tools to

carry out advertising campaigns and to accomplish business objectives. Social media is one of the

best ways to monitor a brand because many social media platforms offer analytics and other

monitoring capabilities to marketers to see the frequency of retweets and likes or how many

people the advertisement has reached. However, there are plenty of other ways that marketers or

companies can use social media to their advantage.

Customer Feedback and InteractionsAlthough companies use social media to advertise, they also use it to get customer

feedback on the business as a whole, new product idea, beta testing, or other issues related to the

company. Some companies use surveys and polls to ask people on social networks to share their

opinions on a critical issue. For instance, the DoubleTree by Hilton tweeted a link to its survey to

get people to take it and provide them with feedback about the services that it offers (Eridon,

2012)(See figure 1).

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Figure 1

The tweet is a Promoted Tweet which appears within a user’s timeline or search results just like

an ordinary Tweet regardless of device. Using an algorithm and understanding of each user’s

interest graph, Twitter can deliver Promoted Tweets that are intended to be relevant to a particular

user (Twitter Annual Report 2014). Essentially, the tweet shows that the DoubleTree cares a lot

about its customers since it spent money to get customer feedback. Doing surveys and polls can

also help get product feedback on a new product or previous products that have been released.

The company network is probably already consists of not only current customers, but prospects,

target customers, and possibly industry influencers.

Another good way to gain some customer feedback is by monitoring brand mentions on

social media platforms. By seeing when your brand name is discussed on social media, you can

give instant customer support and feedback to people having issues with a product or service,

regardless of whether they contacted the business for help (Eridon, 2012). This can also be used

to monitor competitive mentions and see if there is an opportunity to gain customers who are

unhappy with other brands in the same industry.

By posting polls and surveys, monitoring brand mentions, and responding to issues or

complaints, the marketer would be engaging with consumers and making them feel heard which

is what all consumers really want. Also, using a variety of channels to share content, blogs, and

promotions helps keep the consumers engaged with the company and creating more brand

mentions. When customers are engaged, the company is their default buying choice. They are

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loyal. They become advocates for the company. With social media, engaged customers can – and

do – endorse the company to tens of thousands or people instantly (Sklar, 2013).

What are some of the best social media practices?There are many ways to use social media to understand and interact with consumers.

Being able to engage and listen, respond to good and bad comments, and post consistently will

help keep consumers genuinely interested and making them loyal to the brand.

What does Disney Do?Social media plays a huge role in the lives of most Americans. Therefore, most

businesses cater to the way society engages with technology to gain not only profits, but brand

loyal customers. The Walt Disney Company is the perfect business that uses many social media

applications to draw in families and Disney enthusiasts. The Walt Disney Company has

developed various tactics and strategies to reach out to its loyal fans. In order for the company to

reach many of its loyal fans, it has created a variety of pages and social media blogs for everyone

to relive the Disney magic at any time.

Bringing the magic of Disney to social media was one of the best decisions the company

has ever made. It seems like Disney has had a social media presence for quite some time, but it

actually has been such a short time than what most people think. Disney began its social media

appearance with its Disney Moms panel in 2010. “This was their first major social media forum,

created so that past customers (moms) could engage with people looking to come to Disney

World (Fleischner, n.d.).” Essentially, the forum was created and allowed people to connect to

other moms to ask questions and get honest responses instead of going to a company

representative. “They call this a ‘smart risk’ since they allow the moms to post whatever they

want, positive or negative (Fleischner, n.d.).” The best part of this is that anytime someone posted

something negative about the company, someone always came to Disney’s defense without them

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actually having to do anything. “This advance into social media before many other companies is

what has made Disney one of the most powerful brands online (Fleischner, n.d.).”

One of Disney’s biggest appearances on social media is Facebook. “The Disney

marketing team uses Facebook to share pictures, video, quizzes, and promotional messages with

its fans (Huff, 2014).” Since the creation of its Facebook page, Disney has gained approximately

50 million likes. Essentially, by posting pictures, videos, quizzes, and promotional messages

cause many Facebook users to give the page thumbs up and eventually hitting the share button.

“Every day, thousands of fans click the coveted thumbs up and share buttons on virtually every

message the team posts, proving Disney has really tapped into what its Facebook fans want (Huff,

2014).” With many likes on Facebook, Disney also has many followers across the social media

spectrum.

YouTube is another one of Disney’s biggest appearances. Each of Disney’s social media

sites or outlets is used for different purposes. “YouTube allows them to create videos that are

more for entertainment value rather than sell their products (Fleischner, n.d.).” Through its

YouTube channel, Disney created content specifically for the outlet and built unique channels

around it. The Disney Style channel is a great example of this. “From Frozen-inspired makeup to

DIY Disney Crafts, the Style channel plugs into the popularity of its feature films and keeps fans

coming back for more. All Disney YouTube channels are linked together across the platform for a

little extra cross-promotion (Huff, 2014).” By having content specific channels, it allows families

and Disney enthusiasts to experience the world of Disney without even leaving home.

Incorporating Disney into some of life’s greatest moments like home decorating and

weddings is something many Disney fans enjoy doing. However, Disney makes this process

easier by using Pinterest. “Pinterest provides the ideal platform for showing all the ways Disney

is about more than Mickey Mouse and movies (Huff, 2014).” Disney sets itself a part form others

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by having many Pinterest boards that cover all kinds of categories. “The Disney Holidays board

is regularly updated with relevant pins based on the time of year, each one revealing a how-to

guide on making a decoration or gift for the season (Ratcliff, 2014).” The brand keeps things

going and interesting by pinning a combination of cartoons and tangible images that followers

love to see.

All in all, Disney has developed its brand across many platforms in order to keep the

magic going when not at one of the major theme parks. Disney’s plan to engage with social

media is based on two things:

“The first is to reach families and Disney enthusiasts, encouraging them to share

content.”

“The second, is to get guest talking about the content and sharing it beyond their own

profile (Fleischner, n.d.).”

Essentially, Disney is a great model in social media engagement and has excelled at having a

presence across many platforms without putting too much attention on one over the others.

Having a strong social media presence is important when staying current and it’s an opportunity

for the company to grow. Disney wants to keep its loyal fans and families engaged and its online

success will keep consumers talking and passing along information to family and friends so the

magic of Disney can be experienced.

Methodology

From this point, this research will focus on the Walt Disney Companies social media

platforms. In order to understand some of the similarities and differences that Disney’s social

media pages have, each platform was tracked on a three month period. From November 1st to

January 31st, the number of shares, likes, retweets, types of post, and the time in which the post

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was made was tracked based on the information that was shown on the social media pages

outlined according to platform below.

FacebookThe social media pages that were tracked on the Facebook platform included Walt

Disney World (WDW), Disneyland (DL), and Disney’s Fairy Tale Weddings & Honeymoons

(DFTWH). The Walt Disney World and Disneyland Facebook are the official pages for the Walt

Disney World and Disneyland Resorts. Both pages are a place for fans, and families to learn park

updates, news, and special backstage information at the individual parks. The Disney’s Fairy Tale

Weddings & Honeymoons are places where it posts updates, news, and important

announcements.

TwitterThe social media pages that were tracked on the Twitter platform included Disney

(DNY), Walt Disney World (WDW), and Disney Pixar (DP). The Disney Twitter page is a place

where all things that are Disney is shared. Essentially, this is a place where new movie trailers,

games, paraphernalia, pictures, videos, and anything related to the Disney brand is shared here.

The Walt Disney World twitter account is a place where news, announcements and all things

related to the Walt Disney theme park is shared. Lastly, the Disney Pixar Twitter page is a place

where all things Pixar are shared. This includes movie trailers, photos, links, videos, and a link its

Facebook page.

Analysis

Facebook VS. TwitterBoth of Disney’s Facebook and Twitter pages have active and loyal fans that like to not

only share their experiences, but their advice on anything Disney. One of Disney’s biggest

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appearances is on its Facebook pages which provide a variety of content for fans to view, like,

share, and even comment (see Figure 2).

Figure two, shows a comparison between Walt Disney World’s Facebook page and Twitter page

based on likes, shares, and retweets. While many people didn’t share or retweet, they did posts

more on both platforms. Most of the information that was shared during the three month period

were trailers of the new Star Wars movie, or special holiday posts for Thanksgiving, Christmas,

and News Years day. Although WDW had the most likes on Facebook, it could be due to more

people like to follow WDW on Facebook than Twitter. Also, WDW doesn’t post as frequently on

Facebook than it does on Twitter. Essentially, it would be difficult to say which page is better

than the other since each one posts frequently and each one posts similar posts; however, it

depends on the audiences preference on which platform they may choose to use.

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Facebook Twitter0

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WDW: Facebook VS. Twitter

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Figure 2

Facebook Likes & SharesGetting the most likes and shares on Facebook depend on many factors. For instance, the

time of day and time of the year, the type of post, the frequency of posts, and the length of the

posts are all factors involved.

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Likes amongst Facebook Pages

DFTWH - FacebookDL - FacebookWDW - Facebook

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Figure 3

Above in Figure three, it compares the amount of likes between the different Facebook pages.

Both WDW and DL follow a similar. Something important to notes is that there is a huge

increase in likes around Christmas and New Year’s Day. Both pages post different items at

different times; however, there are plenty of times when both pages post the same content to be

consistent with the Disney brand for theme parks. However, DFTWH doesn’t post similar items

since its theme is centered on weddings and honeymoons which doesn’t always fit the theme that

WDW and DFTWH is trying to portray.

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1/11/20

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Shares amongst Facebook Pages

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Figure 4

In Figure four, it shows a comparison of the amount of shares that has happened on the Facebook

pages. Like in Figure three, both WDW and DL both have the highest amount of shares which

could be due to the amount of people who go to visit the theme park every year. Additionally, the

highest amount of shares were earned during the holiday months. Although shares are not the

same as likes, it is clear indication that a fan or viewer liked the post enough to share it on their

own page, so their friends could see the post and possibly motivating that person to share it as

well.

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1/11/20

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Facebook Likes & Shares

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Figure 5

Figure five, shows a complete comparison of likes and shares on all of the Facebook pages. Like

previous graphs, WDW and DL have the highest amount of likes, but WDW has the highest

amount of shares as well. Essentially, this could be due to amount of people that follow each of

these pages. Additionally, the amount of likes gained were earned during the holiday which could

depend on the type of and how frequent WDW posted during those weeks.

Twitter Likes & RetweetsTwitter likes and retweets are similar to Facebook’s concept of likes and shares.

Essentially, the posts on Twitter are limited to 140 characters which means that every post will be

chart; however, that doesn’t the user from posting extra content like videos, pictures, or GIFs.

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1/11/20

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Likes amongst Twitter Pages

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Figure 6

In Figure six, it shows a comparison of the number of likes on Disney, Disney Parks, and Walt

Disney World Twitter pages. As shown above, Disney has the highest amount of likes. The page

is cater to all things Disney which includes pictures, trailers, links, vines, and gifs. Like previous

graphs a lot of the likes were earned around the holiday season. Also, has the most likes because

of the bigger fan base and due to the amount of posts that the page makes on a daily bases.

1/11/20

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Retweets amongst Twitter Pages

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Figure 7

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Compared to Figure 6, Figure 7 takes on a similar pattern which shows that Disney had the

highest amount of shares which could be due to the frequency of post, the number of followers,

and when the page likes to post content.

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Twitter Likes & Retweets

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Figure 8

Above in Figure eight, it shows a comparison of the number of likes and retweets between

Disney’s Twitter pages. Although Facebook shows a bigger appearance in terms of likes,

Disney’s twitter shows more consistency overall with more retweets on each of its pages.

ConclusionThe Walt Disney Company have mastered the way it reaches its consumers and loyal

fans. Through social media platforms, it shares content that draws in its fans to come back to its

theme parks, plan a wedding, or go see a new movie that it produced. While it has over 1,000 of

social media pages, it has a creative ability to keep them different and cater them to all types of

fans that worship the Disney brand. With customer feedback, interactions, and creative

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campaigns which are consistent with what’s happening at its theme parks is what keeps loyal fans

coming back for more.

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ReferencesBowling, M. (2013, July 28). The Walt Disney Hyperion Studios, 1929 – 1939, The

Foundation of an Empire. Retrieved from The DIS: http://blog.wdwinfo.com/2013/07/28/the-walt-disney-hyperion-studios-1929-1939-the-foundation-of-an-empire/

Eridon, C. (2012, January 18). 7 Terrific Ways to Use Social Media for Instant Feedback. Retrieved from Hubspot: http://blog.hubspot.com/blog/tabid/6307/bid/30898/7-Terrific-Ways-to-Use-Social-Media-for-Instant-Feedback.aspx

Facebook Annual Report 2014. (n.d.). Retrieved from Facebook Investor Relations: http://files.shareholder.com/downloads/AMDA-NJ5DZ/1244210280x0x852173/F61276C5-0AE9-49DE-BFD9-087398F85EC8/FB2014AR.pdf

FAQ. (n.d.). Retrieved from Instagram: https://www.instagram.com/about/faq/

Fleischner, T. (n.d.). SOCIAL MEDIA CASE STUDY: HOW DOES DISNEY USE IT? Retrieved from Giraffe Social Media: http://giraffesocialmedia.co.uk/social-media-case-study-how-does-disney-use-it/

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