A detailed analysis of Disney's Social Business presence online.

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32 THE SOCIAL BUSINESS JOURNAL ISSUE 02 Q1 2013 33
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+ DG DATA VIZ: DISNEY ’S SBI RANK & TWITTER AUDIENCES
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It’s a big world, after all
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sn ey t he Charting The Walt Disney Company’s Twitterverse
Dia n y
@FOXSports 160k
WORDS & VISUALS BY JACOB HEBERLIE
@NBCOlympics 180k
lto m p T
@NBCSports 109k
witter didn’t exist in 1928 —and neither did cartoons ESPN’s network of journalists stoke the social fires
Wa c
10k with synchronized sound. Regardless, one whistling by talking sports (and trash) and feeding us fast facts
mouse character started a media revolution as disruptive via Twitter, driving the company to #2 on the Social
dex
684 in as Twitter’s 140 characters. Business Index (socialbusinessindex.com).
2 s
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Walt Disney’s “Steamboat Willie” (considered the debut Still, Disney has competition. Companies like Viacom
ore
@NBCNews 282k
us i of Mickey & Minnie Mouse) seems ancient to us now. But seem to be doing a better job making their fictional
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c that grainy black and white cartoon rodent was ahead of his characters accessible on Twitter. Relative newcomer
@NBC 174k
i
soc
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rs 100k time. And The Walt Disney Company continues to be ahead Spongebob Squarepants (Nickelodeon) has an audience
k lo of the curve in the age of social. of half a million while Disney’s 100-year-old Tinker Bell
r an fol l i o n Many of us start our day (“Good Morning America”) has just three thousand.
er
itt m i l
and end it (“Jimmy Kimmel Live!”) with Disney property So... have you found and followed Nemo? What do
tw . 7 ABC. Pixar and Disney films are practically part of the you think Buzz DMs to Woody? And then there’s Snow
30
family. But you may be surprised to learn that most of the White — what does she think about all of these remakes
chatter in Disney’s Twitter portfolio isn’t about fairy tales and retweets? Disney and many others with huge (or
or mind-blowing computer animation. not) followings have major engagement and advocacy
Almost half of Disney’s +30 million opportunities via social. To the generations growing up in
@DWAnimation 75k followers are thanks to interest in this connected world, will an @ reply from Mickey mean
@spongebob 500k
10k
DreamWorks Animation
actual humans like LeBron more than hugging a sweaty person in a mouse costume
@FOXNews 1.7m
James, Hope Solo, Venus at a theme park?
Williams, and Tim Tebow. Probably. n
100k
@iCarly 775k
30.7 million total followers
espn abc disney other
14.8m 7.9m 5.6m 2.4m
@MirandaCosgrove 2.2m
iCarly actress
SOURCE: SOCIAL BUSINESS INDEX

2. THE SOCIAL BUSINESS JOURNAL
The previous article was excerpted from
issue 02 of the Social Business Journal,
published by Dachis Group.
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THE A-TEAM.
ISSUE 02 · Q1 2013
IT’s the advocacy era — and ADVOCATES ARE THE SUPERHEROEs PLUS: CREATE AN
advocacy PROGRAM
in tHE FAST-PACED WORLD OF Performance Brand Marketing P10 IN 7 steps P13