In week nine of MMC 5006: Introduction to Multimedia Communications course, I was tasked with creating a hypothetical social media plan for Disney’s Magic Kingdom for an entire month. The assignment is to focus on Facebook and Twitter. A quick review of the official Disney website touts the Magic Kingdom as a space where:
Fairytale dreams come true for children of all ages at Magic Kingdom Park. Delight in classic attractions, enchanting fireworks, musical parades and beloved Disney Characters across 6 whimsical lands. See fantasy become a reality as you explore Adventureland, Frontierland, Liberty Square, Fantasyland—Tomorrowland and Main Street, U.S.A. Zoom through space, become a swashbuckling pirate and watch fireworks light up the sky over Cinderella Castle.
Sounds very exciting and a whole lot of fun! Perhaps I can help to pump up the enthusiasm by creating Facebook and Twitter content that turns heads. For the purposes of this exercise I will concentrate on the special events to educate visitors to the Magic Kingdom’s overall experience. Hopefully this content will help get people thinking about where to go and what not to miss. Since many of the events take place repeatedly I won’t be adding exact dates to the posts. This, so the content can be recycled as the need arises. I will mix in a little trivia, fun facts and a even one or two throwback Thursday’s. The overarching goal of the content will be to entice visitors that are already in the park to attend events such as fireworks, shows and rides and to pique the interest of those looking to visit the Magic Kingdom soon.
Facebook and Twitter Content
Friday, August 1: FB: Who does not love a parade?March down to the Magic Kingdom’s Main Street Electrical Parade and brighten your night at 9 pm and 11 pm. Note: Include photo montage of the Parade.
Saturday, August 2: FB: Roar…..The Lion King: “Concert in the Wild.”….Surround yourself in the Savannah setting of the Harambe Theatre as you experience The Lion King like never before! Narrated by Brian Stokes Mitchell – August 2, 2014 and Patina Miller – August 9, 2014. Exclusively at Disney’s Animal Kingdom Theme Park. Note: Photo of show and links to celebrity bios to include photos. Twitter: The Lion King at Disney’s Animal Kingdom Park, go Disney! #Roar #LionKing Note: Include link to Lion King Show at Disney. http://bit.ly/U902H4
Sunday, August 3: FB: A Magic Kingdom attraction not to be missed. Space Mountain a favorite attraction of many Magic Kingdom visitors ages 7-60. Each morning before opening, hundreds of Space Mountain “junkies” crowd the rope barriers at the Central Plaza, awaiting the signal to head to the ride’s entrance. Do you know a Space Mountain “junkie?” Note: Photo of Space Mountain “junkies” waiting for the ride to open. Twitter: Disney’s Magic Kingdom’s Space Mountain, a coaster with a following. Do you know a Space Mountain “junkie?” #Spacemountain #coasterjunkie #disneymagic
Monday, August 4: FB: Poll: Let us know your favorite ride in the Magic Kingdom? Pirates of Caribbean Space Mountain Seven Dwarfs Mine Train Big Thunder Mountain Railroad Country Bear Jamboree Note: Photo montage of top 5 rides, list top 5 rides for community vote using WordPress or Survey Monkey, same content with expanded explanation on blog. Twitter: What is your favorite Magic Kingdom ride? #Pirates #SpaceMountain #MineTrain #BigThunder #BearJamboree
Tuesday, August 5: FB: Cirque du Soleil at Disney. La Nouba, an elaborate stage show at Downtown Disney’s West Side, featuring action, humor, color and light, blending the ancient traditions of circus with dance, acrobatics and street entertainment. The 90-minute performance plays at 6:00 p.m. & 9:00 p.m. Tuesdays through Saturday. Note: photo of performance and blog post featuring same photo and more in depth information regarding the Disney-Circ relationship. Twitter: Blending the ancient traditions of circus with dance, acrobatics and street entertainment, Cirque at Disney. #Cirquedusoleil #Disney
Wednesday, August 6: FB: Blast Off to the beginning at Spaceship Earth at Epcot. Enter the iconic geosphere and explore the history of communications, from the Stone Age to the computer age. What does your tomorrow looks like? Let us know! Note: Photo of Spaceship Earth attraction and link to map. Twitter: From the Stone Age to the computer age only at Epcot’s Spaceship Earth. #SpaceshipEarth #Epcot #Blastoff
Thursday, August 7: FB: Throwback Thursday: Remember these celeb’s kickin’ it in the House of Mouse. Note: Mickey Mouse Club vintage photo posted with video footage of well-known celeb’s now famous. Note: Video Post http://www.nylon.com/articles/ryan-gosling-mickey-mouse-club# http://www.youtube.com/watch?v=VZMEJ4v2flI Twitter: Kickin’ it in the House of Mouse—Throw Back Thursday time capsule. Recognize anyone familiar? http://bit.ly/1sRrC7G
Friday, August 8: FB: World Cat-Day, also known as International Cat-Day, is celebrated throughout the world on August 08, 2014. Although cat ownership has commonly been associated with women, a US poll reported that men and women were equally likely to own a cat.
Twitter: World Cat-Day, Name Mickeys Cat. Note: Bit.ly link to photo
Saturday, August 9: FB: Join Tinker Bell, Jiminy Cricket, Pinocchio, Cinderella, Ariel, Peter Pan and Genie in the Magic Kingdom for the Wishes Night time Fireworks Spectacular every night this August at 10 pm. Note: Photo of fireworks and link to map of exact location. https://disneyworld.disney.go.com/entertainment/map/#/id=wishes-nighttime-spectacular/ Twitter: Magic Kingdom fireworks, Cinderella Castle forecourt for best view of Wishes Night Time Fireworks Spectacular. #MKfireworks #tinkerbell
Sunday, August 10: FB: Celebrate the spirit of humanity at a stunning fireworks display the “Future of the Earth” at Epcot every evening at 9 pm. Note: photo of children’s faces being amazed by fireworks and link to map of exact location. Twitter: Celebrate the spirit of humanity at a stunning fireworks display the “Future of the Earth” at Epcot every evening at 9 pm. #disneyfireworks #Epcot #stunning
Monday, August 11: FB: Rock Your Summer Side’ at the Character Dance Party. Rock out now until August 22, from 6 pm to 10 pm at Disney’s Hollywood Studios. Dance with your favorite characters and show your moves on the Sorcerer Hat stage. #Shakeit Note: photos of visitors dancing with characters and link to map. Twitter: Shake it at Disney’s Summer Side Character Dance Party. #Shakeit Note: Link to map.
Tuesday, August 12: FB: Disney Fun Fact: Cinderella’s Castle is made from no stone at all, (even though they appear to be stones for the outside walls.) The entire castle is actually made out of: 1. Fairy Dust 2. Granite 3. Fiberglass 4. Rock 5. Wood Let us know what you think? Note: Photo of Castle. Twitter: Fairy Dust at the Magic Kingdom? Tell us where and be entered to win a free trip to Disney! Be sure to use the #Fairydust Note: Add a link to the Disney Blog story which will explain the myth of Fairy Dust.
Wednesday, August 13: FB: In the mood for a nice cup of tea? Pour yourself into an oversized teacup and twirl quickly or slowly. Celebrate your “un-birthday” in Wonderland as you sail back and forth around a towering teapot. Note: Photo of visitors enjoying tea cup ride. Twitter: Tell us your favorite tea. #favoritetea #madteaparty
Thursday, August 14: FB: When 21-year-old Walt Disney first arrived in Los Angeles in 1923, the budding animator from Marceline, Missouri had just $40 in his pocket and a cardboard suitcase. But he also had big dreams! Share your dreams, we would love to hear them. Note Link to Throwback Thursday photo: http://a.dilcdn.com/bl/wp-content/uploads/sites/2/2014/06/walt_lillian_friends.jpg Twitter: Share your dreams with Disney. #mydreams #dreamscancometrue
Friday, August 15: FB: Today is national relaxation day. A day to kick back and do nothing, Why not relax at saratoga springs resort and spa, Ahhhh! Twitter: Experience a Magic Kingdom Ahhhh!, at one of our luxurious spas. #Ahhh! #disneyspa
Saturday, August 16: FB: Disney Fun Fact: Dwarf names that didn’t make the cut in Snow White were: Jumpy, Deafy, Dizzy, Wheezy, Hickey, Baldy, Gabby, Nifty, Sniffy, Swift, Lazy, Puffy, Stuffy, Tubby, Shorty, and Burpy. Note: Photo of Seven Dwarfs Twitter: What would your Dwarf name have been? #mydwarfname #nameyourdwarf
Sunday, August 17: FB: Today is “Race Your Mouse” day! Time to rev up your mouse and let the race begin! Note: Photo of Mickey Mouse running race. Twitter: Today is “Race your Mouse” day! #mouserace #racedisney
Monday, August 18: FB: Feel the power of dreams blaze before you in a breathtaking 30-minute fireworks and water extravaganza. Experience Fantasmic at Disney’s Hollywood Studios every night at 9 pm. #Fantasmic Note: Photo of Fireworks and link to map. https://disneyworld.disney.go.com/entertainment/map/#/id=fantasmic/ Twitter: Experience Fantasmic at Disney’s Hollywood Studios every night at 9 pm. #Fantasmic
Tuesday, August 19: FB: Today is “National Aviation Day” in honor of the birthday of Orville Wright, the first person to successfully fly an airplane on December 17th 1903. Why not ride the Peter Pan’s flight attraction. A perfect way to celebrate the holiday at Disney. Note: Photo of Peter Pan Flight Ride: http://touringplans.com/magic-kingdom/attractions/peter-pans-flight
Thursday, August 21: Twitter: Magic Kingdom kind of Hungry? Visit one of these great restaurants recommended by Walt. https://disneyworld.disney.go.com/dining/
Friday, August 22: FB: Splash Mountain indoor outdoor water flume adventure ride covers over half a mile, splashing through swamps, caves, and backwoods bayous before climaxing in a five-story plunge and Br’er Rabbit’s triumphant return home. Hey, Splash Mountain fans do you know the words of “Zip-a-Dee-Doo-Dah?” Let us know what they are? Note: Photo of Br’er Rabbit. Note: Include photo of the ride and link to Splash Mountain location: https://disneyworld.disney.go.com/entertainment/map/#/search=Splash Mountain Twitter: “Zip-a-Dee-Doo-Dah.” Visit Splash Mountain when in Disney. http://bit.ly/1sRrC7G
Saturday, August 23: FB: Celebrate “Ride the Wind” day at Disney, a care free day to soar above the earth. Catch a ride with the breeze or float along like a gentle, summer cloud. No better place to fly than the Magic Kingdom. Dumbo the Flying Elephant Peter Pan’s Flight The Magic Carpets of Aladdin Note: Photo of Dumbo ride
Sunday, August 24: FB: Sing-A-Long: “Salagadoola mechicka boola bibbidi-bobbidi-boo Put ’em together and what have you got bibbidi-bobbidi-boo. Salagadoola mechicka boola bibbidi-bobbidi-boo It’ll do magic believe it or not bibbidi-bobbidi-boo . Salagadoola means mechicka boolaroo But the thingmabob that does the job is bibbidi-bobbidi-boo .Salagadoola mechicka boola bibbidi-bobbidi-boo Put ’em together and what have you got bibbidi-bobbidi bibbidi-bobbidi bibbidi-bobbidi-boo.” Note: YouTube video: https://www.youtube.com/watch?v=uJYvOadSG-c Twitter: #bibbidi-bobbidi-boo, if you love Disney’s Magic Kingdom!
Monday, August 25: FB: New for 2014, Disney’s Festival of Fantasy Parade. Watch from Frontierland as costumed characters and innovative floats parade by; see the Little Mermaid, Brave, Tangled, Peter Pan, Sleeping Beauty (along with a 26-foot-tall Maleficent in dragon form), princesses (including Anna and Elsa from Frozen), Mickey and Minnie on an airship, and more! Every day at 3 pm. Note Photo of Parade, link to map.
https://disneyworld.disney.go.com/entertainment/magic-kingdom/festival-fantasy-parade/ Twitter: Festival of Fantasy Parade every day at 3 pm. #Littlemermaid #Tangled #Disneyparade Note: Include bit.ly of location http://bit.ly/1scqLRl
Tuesday, August 26: FB: Open every day until dusk, Tom Sawyer Island is one big playground for all kids! Accessible only by raft, the island is a walk through attraction. Mom and Dad can sit in a rocking chair or watch the hustle and bustle of the Magic Kingdom amongst oaks, pines, red maples, and sycamores. Ahhhh! Serenity! The island is kid friendly too, let them wander through the caves and play in Ft. Sam Clemons. Note: photo of raft and link to map.
Wednesday August 27: FB: Take a ride on the wild side: Space Mountain effects are superb, and the ride is the fastest and wildest in the Magic Kingdom. Note: Photo of Space Mountain and link to map. Twitter: Take the wildest ride in the Kingdom. #MagicKingdom #SpaceMountain
Thursday, August 28: FB: Disney Fun Fact: The Seven Seas Lagoon located in front of the Magic Kingdom is actually a man-made lake. Can you name other man-made lakes in the USA? Note: Photo of Seven Seas lagoon and link to map.
Friday, August 29: FB: Disney FastPass and FastPass+ service makes your vacation better than ever by allowing you to reserve access to some of your favorite Walt Disney experiences before you leave home. Note: Include link to FastPass video. Twitter: Disney’s Fast Pass to Fun. Note: bit.ly link to video
Saturday, August 30: FB: Hungry for the royal treatment? Then Cinderella’s royal table is the place for you. In many ways, this is quintessential Disney experience and a meal you will be talking about for years to come. Meet Cinderella and then dine in a banquet hall fit for kings and queens, surrounded by towering stone archways, noble medieval flags, and astonishing stained-glass windows overlooking Fantasyland. Note: Photo of Banquet Hall. http://farm9.staticflickr.com/8116/8676495021_e6577d9395.jpg
Sunday, August 31: FB: Bambi was Walt’s favorite film, what’s your favorite Disney film? Note: Link to video clip to Bambi. #socute
Hootsuite is a social media management system or “tool” for businesses and organizations to collaboratively execute campaigns across multiple social networks from one secure, web-based dashboard.
In simple terms; it helps one keep track and manage numerous social channels from one location. It can enable one to monitor what people are saying about their brand and help them respond instantly. You can view streams from multiple networks such as Facebook, Twitter and Google+ and post updates and reply directly.
Individuals can also use Hootsuite for managing one’s own social media accounts. Again, from one dashboard, Hootsuite allows one to review up to three personal social media profiles and analytics for each, free! For instance Facebook, Twitter and Linkedin data can be loaded up to the Hootsuite dashboard in a few simple steps.
Once installed Hootsuite will be your one-stop hub for viewing all your accounts. If you are not one to log in and out of all of your social media accounts for monitoring purposes, than Hootsuite may be your answer. The Hootsuite dashboard allows for easy viewing of all accounts at one site with just a couple of clicks…really!
What does it do?
Hootsuite allows one to manage, listen to and view numerous social networks from one simple interface. The most familiar being:
• Facebook Profiles, Events, Groups & Pages
• LinkedIn Profiles, Pages & Groups
• Google+ Pages (currently not personal profiles)
Users can also monitor, Foursquare, Myspace, WordPress blogs, Mixi (Japanese Social Network),Vimeo, via.me, reddit, StumbleUpon, Instagram, edocr, tumblr, evernote, flickr, get satisfaction, mailchimp, slideshare, storify (via 3rd party apps).
It takes a little effort, but one can get Hootsuite up and running in about 15 minutes. If you are a digital native you can do it in half the time.
Hootsuite, which asserts to be “so much more than a social media monitoring company,” was founded in 2008. Ryan Holmes is the CEO now, who then, was part of a group of Canadian developers that wanted to create a better social media experience. Holmes and his group accomplished just that when they created Brightkit. Interestingly the platform was later renamed Hootsuite when BrightKit turned to Twitter to “follower-source” a new name.
Through Holmes’ leadership, Hootsuite has redefined the face of social media – bringing Twitter, Facebook and other social networks out of the dorm room and into the boardroom.
Not Bad for a College Dropout—–Holmes, a college drop-out, started a paintball company and pizza restaurant before founding Invoke Media, the company that developed Hootsuite in 2009.
Target Audience-User Numbers and Growth
Holmes was recently quoted as saying that ‘Hootsuite now boast over 9 million users from around the world and is considered to be one of the world’s most widely used social relationship platforms.’
Holmes has grown Hootsuite from a lean startup to a global leader in social media with millions of users, including 79 of the Fortune 100 companies.
Today, Holmes is an authority on the social business revolution, quoted in The New York Times and Wall Street Journal and called upon to speak at TEDx and SXSW Interactive Conferences. An investor and advisor, he mentors startups in Canada and around the world.
Hootsuite is mobile friendly and has been mobile since 2004, available on Blackberry, Android, iPhone, Keitai, and iPad.
Hootsuite mobile can track shared content, give one a comprehensive social analytics profile, all while you’re are on the go.
Offering convenience for social media professionals who are rarely at their desks. Hootsuite mobile features include, scheduling messages, content and posts, a wonderful feature where you can use the Hootsuite dashboard to pinpoint the exact time you want you’re content to be shared and on which platform you want it shared. Hootsuite also offers an auto scheduler, which is a fantastic feature for organizations large and small, as well as the individual managing their own or one to several client accounts.
Hootsuite in Summary
Leveraging the functionality of Hootsuite, companies, organization and individuals who utilize more than one social channel can use the Hootsuite dashboard to view , analyze and interact with all their accounts simultaneously. Hootsuite eliminates the need to log in and out of each different platform, such as Facebook, Twitter, LinkedIn, or WordPress. One-stop, shopping for information, monitoring and listening.
One can monitor and measure fans, likes, comments and activity using its’ Facebook Insight’s Analytics, one can also review Google Analytics to track revenue, conversion and bounce rate, page views and drill down the site to measure traffic by region. The dashboard also supports Twitter profile stats, where one can gain an overview of Twitter account activity, track number of followers, mentions, etc., and Hootsuite also offers measured data on Owl.ly click stats. That is a lot of information!
As social media professionals we know that mastering a social listening site such as Hootsuite does not happen by simply logging on. That is why it’s wonderful that Hootsuite offers training videos, articles and on-line support. All users are assigned a Hootsuite customer service representative for support and in the event you encounter problems they are only an email away, even with the free enrollment!
For those among us that want to become an expert on “Hootsuite” there is a University for that. For a fee anyone can delve deeper into the functions and uses of Hootsuite by attending Hootsuite University.
For best effect please press the 10 second Auto-play feature at the bottom right hand corner on the Prezi page. ( look for the clock.)
More on Hootsuite
This week I dug a little deeper into branding by taking a look at three very commercial brand names to evaluate how they are using social media to promote their “brand.”
I chose Arianna Huffington, Coca Cola and UPS. All three have international name recognition, and each, in their own right, are arguably a very well-known brand. The public is used to seeing these brands participate in traditional marketing efforts such as television, radio, print, magazines, and bill boards. So it’s fair to say that anyone reading this blog would immediately recognize the three.
For the purpose of this post I will review each brands use of social media and if their efforts are positively contributing to their overall Integrated Marketing Communication (IMC) efforts. Specifically are they using consistent messaging across all social media channels and how active each are in the world of social media.
Arianna Huffington is a Greek-American author and syndicated columnist. She is best known for her news website The Huffington Post and has 3,615,449 followers on Google+ which is quite remarkable. I must admit that even before this assignment I was following her. She is an interesting figure, almost a celebrity, yet more of a journalist. Huffington is also known for her elegance, sense of style, beauty and intelligence.
Arianna Huffington is the chair, president, and editor-in-chief of the Huffington Post, a nationally syndicated columnist, and author of fourteen books. Launched in 2005, The Huffington Post, a news and blog site quickly became one of the most widely read, linked to, and frequently-cited media brands on the Internet. In 2012, the site won a Pulitzer Prize for national reporting.
Arianna on social media?—she’s got it all! She is on Facebook, Twitter, Instagram and has over 3 million followers on Google+. In fact Google+ is how I became interested in her. Her content is eye-catching, fresh, interesting and the imagery is wonderful to look at. She uses hashtags primarily on Google+ and embeds the hashtags into the posts making them very easy to use and take part in.
On her Facebook page she is listed as a public figure, and there are a variety of very nice photos of her. Her image is always well coiffed, classy and attractive. As with most social media strategies, content from the Facebook account is repurposed for the Twitter platform. Huffington, uses social to sell, one can purchase her new book Thrive easily from her Twitter, Facebook and Google+ pages. Huffington is actively using all her social media platforms to promote her new book. All these efforts coincide effectively with the mass media blitz she had been undertaking to promote the book as well. A few of the most recent hashtags include #Iraq, #Innovation and #Quote.
She has her own YouTube channel where one can view and review the numerous interviews she has done recently about her new book. One can even subscribe to the Arianna Huffington YouTube channel if you are so inclined. Across all channels the brand is consistent, there are lots of opportunities to share and explore her other social channels through sharing buttons and links. All content is up to date and consistent. The Arianna Huffington brand leverages social media extremely professionally and successfully.
Everyone loves Coke! Seriously have you ever heard anyone say they hate Coca Cola? Coca Cola is an enduring brand and is one of the most recognizable brands in the world. So it did not surprise me that Coca Cola could be found on Facebook, Twitter, Instagram Google+, LinkedIn, YouTube, Pinterest and Flickr. Coca Cola is everywhere—and consistent across all platforms. With that familiar bright red and white lettering across all social media platforms it’s obvious you have found Coca Cola.
The brands overall theme is “happiness” and it is weaved throughout each social media channel and Coke’s numerous marketing campaign. The current campaign features teens sharing summer fun and Coca Cola’s. For summer 2014, Coke is swapping out three of its iconic logos on 20-oz. bottles for the 250 most popular first names among American teens and Millennials. “Share a Coke” allows you to have a coke with your name printed on the label. The campaign uses the hashtag #shareacoke, a present day, real-time, example of how the brand uses hashtags very effectively.
The Coca Cola brand places easily found social sharing buttons across all of their social media platforms allowing for effortless transport form one site to another. No matter where you find Coca Cola on social, no matter where you land, you will find something familiar. Images, happy stories, photos so realistic you’ll get thirsty, and all the information you would ever want to know about the Coca Cola brand.
Their LinkedIn page features a neat marketing article that begins with the hashtag #AnyGivenTuesday. The article features Wendy Clark, the president of Coca-Cola North America, explaining how two interconnected teams are executing Coke’s planned approach to real-time marketing — for major sponsorships like the 2014 FIFA World Cup and “on any given day.”
The Coca Cola brand relies heavily on social media and are keenly aware of its value. They monitor social conversations about their brand at a location they call the “Hub,” a network of 23 customer interaction centers around the world linked to a Coca Cola Atlanta-based hub. The Hub analyzes social conversations about Coca-Cola brands (including an average of 33 social mentions of Coca-Cola per minute).
The “Hustle content development team” operates like a newsroom to source, create and distribute sharable, real-time content around the world based on The Hub’s insights. To see for myself how reactive the Coca Cola brand is in response to its social communities, I tweeted them at 11:30 am they Tweeted me back at 11:39 am.
P.S. Coca Cola–I loved that!
United Parcel Service
The last brand I reviewed was UPS as in United Parcel Service. UPS is a competitor and partner of the United States Postal Service and therefore a relevant brand for me to review. Plus I get to size up the competition! What I found was that UPS does consistently well in their social media outreach.
The UPS brand can be found on Facebook, Twitter, Instagram Google+, LinkedIn and YouTube, they even have their own channel one can subscribe too. Across all platforms you will find the familiar brown and orange UPS logo and the tag line, “We love logistics” weaved through out.
The UPS Facebook page has 1,318,714 people who liked the page. The content is up to date, colorful, and fans seem to be very interactive on all posts. It appears UPS is loved by its customers and UPS loves them right back. They have 94 thousand followers on Twitter where customers can stay connected to global trade, sustainability and logistics. The UPS Twitter content is fresh and sometimes different from their Facebook content. The theme throughout both however, touts an environmentally friendly and green company that is using social to brag about its company, and reach out to its customers in a meaningful and helpful way.
Hashtags are used to promote the same green messaging, with a recent post featuring the #UPS2milliontrees hashtag promoting the UPS recent tree planting effort.
UPS is actively and purposely pursuing an Integrated Marketing Communication approach as all of their social sites mimic the television commercials and main stream marketing we are familiar with regarding the UPS brand. The main difference is that unlike their main stream marketing efforts their social media presence has no active direct selling.
See for Yourself–Resources
Links to UPS social sites
Links to Coca Cola social sites
Links to Arianna Huffington social sites