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NAME
HOW SOCIAL MEDIA IS TURNING YOUR ONLINE
         STRATEGY ON ITS HEAD

                    ALAN WELSMAN
            DIGITAL MARKETING DIRECTOR EMEA
                    MAY 20TH 2011
THE WALT DISNEY COMPANY
DISNEY FRANCHISES
DIGITAL MARKETING PHILOSOPHY

    Search
                          Pan European
 Social Media
                        Franchise Lifecycle
Trade Marketing
                  Across Every Franchise Product
Owned Media

   Analytics
Alan welsman
INTEGRATION WITH MARKETING
-SOCIAL IS ONLY PART OF THE STORY-
                                SEARCH




             MEDIA                             SOCIAL
         DISTRIBUTION




                                                       PROMOTIONAL
     TRADITIONAL
                                                        PARTNERS
       DIGITAL




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                   DISNEY.XX               LICENSEES



                               RETAILERS
WHY DO WE USE SOCIAL MEDIA?
Enable Disney audiences to engage with digital content throughout the lifecycle of the Franchise


Engage with the Disney (Franchise) audience


Provide easy discovery of a vast array of content and allow our audience to share it!


Learn more about the Disney audience


Nurture and encourage product development collaboration


Provide audiences with easy journey to purchase


Increasingly it “connects the dots” of our marketing strategy
WHAT IS THE EFFECT OF SOCIAL MEDIA?
HOW IS SOCIAL MEDIA TURNING ONLINE
      STRATEGY UPSIDE DOWN?

      Consumer Insight       Digital
      & Measurement       Prioritisation




           Global          CRM &
          Strategy        Community




                           Product
                              =
        Organisational     Marketing
          Change              =
                           Product
CONSUMER INSIGHT & CAMPAIGN MEASUREMENT
  Consumer Insight


       Consumer is at the heart of every plan
       Use sentiment analysis from social media environments
       Testing with real consumers (Artwork, Trailers)
       Cross reference with existing offline research


  Campaign Measurement


       Increasingly track social activity in real time with bespoke apps
       Benchmark against previous campaigns
       Compare platform Vs. platform
       Measure sales conversion efficiency
GLOBAL STRATEGY

                                       !"#$%"&'()(*%"&
                                        +%,-./0)&


Europe             1.)(#0%"&'()(*%"&
                                                         1.)(#0%"&21&
 APAC                +%,-./0)&

LATAM



  US

                             3#40*,5&'()(*%"&+%,-./0)&&
ORGANISATIONAL CHANGE



Created an EMEA team for social media
Augmented and improved communication between US and EMEA (almost real time)
Introduced Digital “Cells” in country marketing teams “living & breathing” social media
Evangelised social with management teams in Europe
Education program for all employees
Ability for ALL Disney employees to view activities
DIGITAL PRIORITISATION & EVOLUTION


2011


       Digital Prioritisation and “Positive Discrimination”
       Social Media and Search activities dramatically increased
       ‘Unique’ Social Media campaigns created
       Social Guidelines created for marketeers


2012


       Cementing the on and offline marketing strategy
       Adding to the software tools enabling social activity
CRM & COMMUNITY



                            CRM       Social Media    Community




Social media provides another platform to capture audience data and encourage registration to
Disney CRM
General audience behaviour gives increased insight
Interlinking social media communities with Disney communities
PRODUCT = MARKETING = PRODUCT
SOCIAL COMMERCE
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                                     !
Alan welsman
Continuous Connected Story
Alan welsman
Alan welsman
Alan welsman
Alan welsman
Thank You
 NAME

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Alan welsman

  • 2. HOW SOCIAL MEDIA IS TURNING YOUR ONLINE STRATEGY ON ITS HEAD ALAN WELSMAN DIGITAL MARKETING DIRECTOR EMEA MAY 20TH 2011
  • 3. THE WALT DISNEY COMPANY
  • 5. DIGITAL MARKETING PHILOSOPHY Search Pan European Social Media Franchise Lifecycle Trade Marketing Across Every Franchise Product Owned Media Analytics
  • 7. INTEGRATION WITH MARKETING -SOCIAL IS ONLY PART OF THE STORY- SEARCH MEDIA SOCIAL DISTRIBUTION PROMOTIONAL TRADITIONAL PARTNERS DIGITAL D(30*'#%8(D(30*'#%EF0A.$8(D(G9<<#+*(H+960&8(D(IJKKGLMNNMMO4PG(Q(D(IJKKG5RL!M $ !" # %& ' ()" & ' (* +, !"#$%&'#()&"#*(+,#(-./01(&2(30*'#%4(5'6('&78(70+,(+,#().9'1,(&2(30*'#%-#60.:8(7#;$#(,#)<0'/(=$.'6*(-.>#(#"#'(-&$#(( &2(+,#0$(&7'4(?9$('#7(.<<$&.1,(+&(7&$>0'/(70+,(&9$(<.$+'#$*(/0"#*(%&9(.11#**(+&(+,#(-./01(&2(30*'#%(2&$(.))(&2(%&9$(<$&-&+0&'(( .'6(.6"#$+0*0'/('##6*@(&'(.'%(<).+2&$-8(2&$(.'%(.960#'1#(.'6(+,$&9/,(.'%(#A<#$0#'1#4(5'6(.))(2$&-(&'#(<&0'+(&2(1&'+.1+(( B(+,#(30*'#%-#60.:(+#.-4(C,&#"#$(%&9$(.960#'1#(0*8(7#;"#(/&+(+,#(<#$2#1+(<0$.+#8(2.0$%(&$(*9<#$,#$&(+&($#.1,(#"#$%(-#-=#$(( &2(+,#(2.-0)%8(7,#+,#$(+,#%;$#(&'(+,#0$(&7'(&$(+&/#+,#$4( !"#!$%&'()!*+,)()-,).!*+!/()0,*+1!201*/03!)45)(*)+/)-!#%(!$%&(!/&-,%2)(-6!! /033!&-!%+!788!9:;!<:!=<<<!<:>:!%(!/%+,0/,!*+#%?.*-+)$2).*053&-@/%@&A BBB@.*-+)$2).*0-%3&,*%+-@/%@&A DISNEY.XX LICENSEES RETAILERS
  • 8. WHY DO WE USE SOCIAL MEDIA? Enable Disney audiences to engage with digital content throughout the lifecycle of the Franchise Engage with the Disney (Franchise) audience Provide easy discovery of a vast array of content and allow our audience to share it! Learn more about the Disney audience Nurture and encourage product development collaboration Provide audiences with easy journey to purchase Increasingly it “connects the dots” of our marketing strategy
  • 9. WHAT IS THE EFFECT OF SOCIAL MEDIA?
  • 10. HOW IS SOCIAL MEDIA TURNING ONLINE STRATEGY UPSIDE DOWN? Consumer Insight Digital & Measurement Prioritisation Global CRM & Strategy Community Product = Organisational Marketing Change = Product
  • 11. CONSUMER INSIGHT & CAMPAIGN MEASUREMENT Consumer Insight Consumer is at the heart of every plan Use sentiment analysis from social media environments Testing with real consumers (Artwork, Trailers) Cross reference with existing offline research Campaign Measurement Increasingly track social activity in real time with bespoke apps Benchmark against previous campaigns Compare platform Vs. platform Measure sales conversion efficiency
  • 12. GLOBAL STRATEGY !"#$%"&'()(*%"& +%,-./0)& Europe 1.)(#0%"&'()(*%"& 1.)(#0%"&21& APAC +%,-./0)& LATAM US 3#40*,5&'()(*%"&+%,-./0)&&
  • 13. ORGANISATIONAL CHANGE Created an EMEA team for social media Augmented and improved communication between US and EMEA (almost real time) Introduced Digital “Cells” in country marketing teams “living & breathing” social media Evangelised social with management teams in Europe Education program for all employees Ability for ALL Disney employees to view activities
  • 14. DIGITAL PRIORITISATION & EVOLUTION 2011 Digital Prioritisation and “Positive Discrimination” Social Media and Search activities dramatically increased ‘Unique’ Social Media campaigns created Social Guidelines created for marketeers 2012 Cementing the on and offline marketing strategy Adding to the software tools enabling social activity
  • 15. CRM & COMMUNITY CRM Social Media Community Social media provides another platform to capture audience data and encourage registration to Disney CRM General audience behaviour gives increased insight Interlinking social media communities with Disney communities
  • 16. PRODUCT = MARKETING = PRODUCT
  • 17. SOCIAL COMMERCE "#$%&''()! "#$%&'()*+),-.'/)012 '(%)*+,'-*$%&"*%+)*.#/0$% '()*%+,-%.,/)%12& '23% )*,*'$*$% 05"&7/82*3%'-&#.#&9% %3,%35)%6)7%!8146)$%93% %3'": $%&"*%-/2$0;*)%#2%&"*% #)/2;*2&>%-)*'&#25%'% -/2$0;*)%*?+*)#*2-*@% (#%&'(%A*'&0)*$% 5#25%'23%,#2B$%&")/05"% #!02*$%+)/30-&>%&"*%=,0C 3%4E4@ '#2$%.#3*/%&)'#,*)%8"#-"% $%A)/;%4#$2*9%G/.#*$% 0!0(*%-"'22*, &")/05"%&/%&"*%/AA#-#',% $#&*@ !