Disney announced a new social media campaign that would allow visitors of the theme park to post videos and pictures that could potentially be used in televised commercials for the historical destination . Also, beginning in January, Disney will project images of vacationers on Orlando’s Cinderella Castle and Anaheim’s façade of “it’s a small world.”
Disney’s “Let the Memories Begin” campaign launched this week. Admirers of Disney can upload pictures and videos via DisneyParks.com, or through the Facebook pages for Walt Disney World and Disneyland. Note: Photos and Videos chosen will be moderated before they’re aired.
Visitors of the Orlando and Anaheim locations fear not: Park photographers will be taking candid shots to project onto the castle or façade. However, vacationers will be given permission on whether or not their image can be used.
“Let the Memories Begin” is an effort to boost user-generated media. Disney’s latest campaign is the result of a new Y partnership of 3,600 families. Nearly half of the families posted pictures from vacation on a social media site.
With the help of the campaign, Disney hopes to increase interest and park attendance.
A company’s brand is its identity and establishing a marketing directive is one of the early steps a company should take as it places the building blocks for its foundation. It is vital for a business to define who they are and what they do for their consumers.
Once a brand is established, companies enjoy the piece of mind in knowing that consumers know who they are and associate them with their market. However, managing a brand does not stop there. It takes ongoing engagement and a presence as a business that consumers can rely on.
Social Media has added a dynamic to marketing that cannot be overlooked when managing brand identity. What makes social media truly “social” is the ability to share. Consumers are no longer talking to their friends or a handful of people, they are potentially sharing information with millions of other web users, every single day. They have followers, and their followers have followers. The average reach of each of these individuals is more than 20,000. This means that companies cannot just broadcast a message in social media when something newsworthy happens. They must have a social media presence 24 hours a day…..7 days a week. The internet has transformed the way companies need to market their businesses. It’s very simple: The evolution of search engines and social media is such that there will never be silence associated with any brand.
The goal of all marketing is to influence potential customers to make a purchase….the same applies to social media….so what is conveyed through your customer interaction absolutely matters. You want to create a positive “buzz” around your brand so that when you are posting your updates, your customers are relaying your message to their friends, and their friends are sending it to their friends, influencing a positive buying experience. Consider the Axe Body Spray promotional video which garnered more hits than President Obama’s victory speech, or the fact that huge corporations such as Ford and Apple are now directing viewers to their Facebook pages rather than their respective web sites through their television ads. Consumers now identify personally with their favorite brands enough to follow their news feeds on Facebook and Twitter and to view and share their YouTube videos. Thus, the most engaged brand will draw consumers and their friends into their conversations and make them almost addictive.
With 500 million (and growing) unique users globally, Facebook is the number one social networking site when it comes to activity and subscriptions. Facebook provides a wide variety of channels to communicate with users and customers. So how does this work for you? Facebook allows every brand, as well as individuals, to create fan pages for their companies. Large brands have already created their official pages on Facebook that have a wide, immediate fan following around the globe. The fan page has the ability to convey first hand information about a brand and to receive immediate feedback from your customers. LinkedIn and Twitter also have great reach, so it is essential to also communicate on these mediums to complete a “full scale” social media presence.
Recent Media surveys have cumulatively displayed that 75 percent of the top US companies have a social media strategy and plan increase their marketing budget in the coming year, solely based on that strategy. There are however many challenges involved in managing a brand on the social web. One such challenge is managing customer relationships. Consumers like to feel the personal connection to a brand that they have connected with, and companies that actively engage are bound to receive better results. The drawback is this takes time, but in the end is well worth the effort as it will evolve into a solid customer base. Companies cannot be everywhere, nor do they have the resources or manpower to harness all of the activity in the social media circle.
DocuSource Visual Communications has launched Social Media Management Services to help business owners advertise effectively on these platforms. For a fraction of what it costs to advertise a business in traditional media, a business can now reach a highly targeted audience that is interested in their message and brand…on a continual basis. At DocuSource, we can draw people to your company while increasing engagement and brand recognition by creating and maintaining your business profiles on social media sites such as Twitter, LinkedIn and FaceBook Fan Pages . We will assist you in generating fan and followers, sending out updates on a consistent basis and building your positive presence in the world of social media networks. We are here to help you grow your business by creating a strategic marketing program that helps you attract new customers in a constantly evolving world.
Now we can not only see who is following us and who we follow more clearly, but we can do on the site what the applications built for Twitter used to do for us: see media in line with tweets. Tweets now carry a “payload” of video, photos, or music, allowing Twitter to function effectively as a media company.
Why is this important?
1)Media companies are looking for place to put content where viewers will see it and they can take advantage of advertising dollars. Online media has pretty much disrupted the old advertising models, and everyone is trying to figure out ways to pay for content. On the one extreme, we have Demand Media, which pays writers $15 a blog post and monetizes its sites with ads. On the other, you have Rupert Murdoch and the Wall Street Journal, which has always charged dearly for online subscriptions. The services formerly known as “mainstream media” are somewhere in this mix. And although today only 3% of people get their news from Twitter, that’s growing every day.
2)Facebook, considered the company Twitter has to beat, already has these features. Facebook is the place everyone posts photos and videos, because it wasn’t intuitive to place them on Twitter until yesterday. You had to use a Twitter “client,” a service built on Twitter’s Application Programming Interface (API), to do that. All Twitter clients have something disadvantageous about them compared to the main site. (Even if it’s only that many people don’t know how to find a good one or how to tell them apart.)
3)All the companies that build Twitter applications got another harsh life lesson last night: Twitter eats its young. When the API was released, people rushed to build on it, and the clients got better and better. Fortunately, the best of them, Seesmic, Tweetdeck, and Hootsuite have long ago evolved into social media dashboards that allow you to do much more than just check Twitter. But if you didn’t know or care what a “platform” is or does, after last night you do. Building on someone else’s platform is like renting a house, and when the owner wants to sell or gets foreclosed or wants to rip it down and build a shopping mall, you’re out.
4)Ev and Biz didn’t think people were spending enough time on Twitter. This is called “engagement,” and it’s the new buzz word for social media (see Brian Solis’ book Engage for more about this. Twitter wants you to engage: spend more minutes and talk to more people on Twitter. Video and pictures will help this, they feel.
5)For the user, my favorite person, and the only one that matters, new Twitter means a funner user experience–more to see and do. Twitter’s always been like a river –you check it every so often, dip your toe in, read something and write something and then move on. Facebook is more like a swamp into which you fall for hours every day, finding your old high school buddied and playing Farmville. Twitter isn’t trying to copy Facebook, but I think it is trying to emulate Facebook’s “stickiness: by converting itself into a site for news–all the news that’s fit to float in the river.
Source: fast Company
Want to capture the attention of YouTube Ceo Chad Hurley and get a job offer via Twitter? Just do what Stanford University student Feross Aboukhadijeh did. Come up with a great idea and share it with your Twitter friends.
The launch of Google Instant started the wheels turning in Aboukhadijeh’s head and it didn’t take him long to write the code for YouTube Instant. Aboukhadijeh, who is known on Twitter as FreeTheFeross!, announced it with a tweet. Word spread quickly and YouTube Instant caught the attention of Chad Hurley who tweeted Aboukhadijeh asking if he’d like a job. Aboukhadijeh already has a job. He’s a Facebook intern.
Try out YouTube Instant yourself if you have time to kill. Just type a word in the search box and videos will begin to play. Be warned though that the site needs a little work. Once the video begins, the only way to stop it is to close the page. But despite the need for the tweaking, it’s easy to see that this young man is going to go far.
According to a June 2010 survey by King Fish Media, HubSpot and Junta42, a remarkable 72 percent of the polled American business leaders said that they now had a social media marketing strategy.
eMarketer reports that the companies surveyed 457 U.S. marketers and managers — 52 percent of respondents were in the publishing, media, advertising and marketing industries.
Those findings are among the highest percentage from surveys that polled whether U.S. marketers had a social strategy. In May 2010, Digital Brand Expressions found that 52 percent of marketers had no plan — similar to the 50 percent of poll participants in an April 2010 study by R2integrated.
King Fish and its partners found that 75 percent of the companies with a social strategy said they planned to increase their marketing budget investment in the coming year.
A February 2010 survey by Duke University’s Fuqua School of Business found that survey respondents were devoting 5.6 percent of their marketing budget to social media — up from 3.5 percent six months prior.
Furthermore, marketers expected the allocation to increase to 9.9 percent in the next 12 months and 17.7 percent within five years.
Companies in the King Fish survey were divided on where the budget for social initiatives would come from, however.
While 35 percent thought that funds would be allocated to a specific custom project, 33 percent said their company would increase marketing expenditures to focus more on social media.
For Immediate Release: August 31, 2010
Media Contacts: Ben Delanoy
DocuSource Visual Communications of Tampa, FL. and the Tampa Bay Lightning today announced a new partnership for the 2010-2011 season. The Lightning named DocuSource Visual Communications as their Preferred Print and Signage Partner, and the two organizations will kick off a season-long promotional campaign. The agreement, effective immediately, creates a partnership between two organizations for visual communications that shares a vision to extend their reach throughout the Tampa Bay region.
“We feel that the partnership with the Tampa Bay Lightning creates a great synergy with DocuSource” stated DocuSource owner Travis Masters, “The Lightning, their partners, and their community initiatives strongly mirror what DocuSource represents as a company.”
Throughout the season, DocuSource Visual Communications will feature the opportunity to win unique Lightning prizes and experiences, both in-store and online, to interact with fans for game day, both home and away. The partnership includes DocuSource’s active participation and presence at hockey games and DocuSource will be featured through multiple media channels, to include internet as well as other advertising and event assets, including the St. Pete Time Forum.
About DocuSource Visual Communications
DocuSource, founded in 1988, has built strong roots in the visual communications industry. DocuSource is a one stop solution for the visual communications companies need to get noticed in a busy world. Utilizing the latest technology, DocuSource offers a wide variety of valuable products and services to meet your business and professional needs. For more information, visit www.DocuSourceVisualCommunications.com.
About Tampa Bay Lightning
Entering their 18th year of existence, the Lightning have reached the NHL playoffs five times with one Stanley Cup Championship. Under new GM Steve Yzerman and head coach Guy Boucher, the Lightning are embarking on another run to the Cup during the 2010-11 season. For more information, visit www.TampaBayLightning.com.
What percentage of a B2C or B2B brand’s budget should be spent in strategies and tactics that we would label “social media-related?” Within that percentage, how should the money really be applied with the big amorphous box we all call social media? Big questions. I find it hard to generalize while at the same time am driven to try and do just that. I want to establish some benchmarks based upon all of the brand work I have seen or touched in my job. Clearly what is right for a Unilever may be very different than what is right for a Siemens. Selling cars (Ford) is dramatically different than mobile phones (LG). Running your business in North America may be very different than China.
All these differences aside. I do see a common trajectory of ‘spend’ at least as applied to B2C and separately to B2B. That path has more to do with increased experience in social media tactics, the adoption of, what I will call, a social media business mindset and the integration path for social media going forward.
Experience in social media tactics – For simplicity’s sake, lets look at what most marketers go through (including this one). Here are three stages of adoption:
- Social Media Experiments – usually the first year or two of unconnected social media programs involving bloggers, video content distribution, cgm/ugc contests and other tactics.
- Adoption and Integration – in the following years, the value or success of social media is felt within and there is a push to do more and integrate it with more people and disciplines.
- Go ‘Big’ – after some experience and success following integration, brands can’t help but want to “go big” either with a substantial facebook campaign or a more impactful integration (e.g. committing to 20 people in social customer care via Twitter and Live chat). usually these brands have sketched out a measurement model that reassures them the effort is smart business.
Social media business mindset – Is using social media an obligation due to outside pressures (your CEO, board, competitors all told you to do it in one way or another)? Or do you see a way – perhaps murky now – but a way that all of the implied qualities of social media may actually change your business? I see plenty of CMOs and CCOs who fit into both camps. So, the choice is between social media as obligation or social media as quest.
In many cases, brands will likely embrace the most valuable output of social media – advocacy (or word of mouth) and engagement – as ‘must haves’ for every program and brand. Key activities will continue to be labeled social media while more and more social elements will get baked into PR, user experience, digital marketing and more. In this way social budgets will be dispersed in the organization.
Rilla Delorier, CMO of Suntrust Bank, mentioned via AdAge:
“The great thing is less than 5% of my total spend is in social media. We’ve reached over a million customers this year through that mechanism. It’s a very efficient way to get feedback on what’s working and what’s not.”
She said this in context of a program called Live Solid. This features a microsite with embedded YouTube videos, a Facebook page and a Twitter handle amongst may other online tactics (SEO? SEM? Display? CRM?) and likely some related offline programs as well.
I don’t have an inside view of Suntrust’s experience. As a customer, this is the first remotely social program I have experienced. I figure that they are in the Experiments/Quest or Adoption/Obligation quadrant. What I can’t tell from her quote is whether Rilla is a believer on a quest or proud of the fact that she only spent >5% to be able to check the “social” box.