Alan welsman
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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