NAME

ALAN WELSMANDIGITAL MARKETING DIRECTOR EMEA

MAY 20TH 2011

HOW SOCIAL MEDIA IS TURNING YOUR ONLINE STRATEGY ON ITS HEAD

THE WALT DISNEY COMPANY

DISNEY FRANCHISES

DIGITAL MARKETING PHILOSOPHY

Pan European

Franchise Lifecycle

Across Every Franchise Product

Search

Social Media

Trade Marketing

Owned Media

Analytics

INTEGRATION WITH MARKETING-SOCIAL IS ONLY PART OF THE STORY-

TRADITIONAL DIGITAL

MEDIA DISTRIBUTION

SEARCH

DISNEY.XX

RETAILERS

LICENSEES

PROMOTIONAL PARTNERS

SOCIAL

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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 & Measurement

Product =

Marketing =

Product

CRM &Community

OrganisationalChange

DigitalPrioritisation

GlobalStrategy

CONSUMER INSIGHT & CAMPAIGN MEASUREMENTConsumer 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

EuropeAPAC

LATAM

US

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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

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

Community

PRODUCT = MARKETING = PRODUCT

SOCIAL COMMERCE

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Continuous Connected Story

NAMEThank You