1. NAME

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

4. DISNEY FRANCHISES

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
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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
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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
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19. Continuous Connected Story

24. Thank You
NAME