BRAND TRACKING ON SOCIAL MEDIA PLATFORM

Name of the brand –Disney

Submitted by
Arnab Sinha
Roll No-G054
1. Presence on social media
Disney has a presence all across different social media platforms like Facebook, You tube, Pinterest,
Linked In, Instagram, Twitter etc.

2. Different language & tone on different platforms

Twitter: The whole concept of their account in twitter is to inspire and motivate followers with famous
quotes and lines from Disney films and characters. Disney’s shareable content and films make them so
successful on Twitter. Everyone can relate to the morals of each Disney story – and that also
works social story telling.

Instagram: Their Instagram account shows a more human side of Disney, the physical people,
characters, premieres, events and Disney World itself

Pinterest: They have innovative and fun board names ranging from famous Disney films to Disney
inspired food and recipes. On Pinterest, it works well to expand your categories in order to reach a wide
and varied audience to increase engagement.

Facebook: They have kept it visual with quotes from popular films, they continue to post inspiring
images and characters as well as regularly providing links to quizzes and interesting articles. They have
short captions but their tone of voice comes across well and very specific to their audience, they also
produce cute and funny videos that they know their target audience will love.

You Tube: Disney use YouTube as a creative platform by their emoji series. They present films imagined
in emoji and it is really a good way to integrate modern concepts even into the oldest of Disney’s
fairytales.

3. Visuals - are they simply cross posting or creating separate content

No they are not simply cross posting .They have different contents for different platforms. Mostly in
Facebook they often share quotes from popular films, inspiring images to emotionally connect with
their audience.

In twitter they share different quotes to motivate their followers where as in Instagram they try to show
more of human side of stories through different images.
4. Possible major outcome of social media drives
The type of content that is shared on Facebook, Twitter and YouTube pages is not always product-
driven, many of the communications are casual and centered on interacting with fans to create their
brand image.

For instance, a recent YouTube video posted to the Disney Living channel goes behind the scenes with a
LEGO Master Model Builder, showing off what goes into designing and creating life-size LEGO models
of Toy Story characters.

The context with this type of video is not to promote the fact that LEGO is a licensee and has a Toy
Story line of toys, but to give something back to fans. So, Disney prefers creating a brand image first
then it focuses on sales.

5. Engagement Number
The Walt Disney Company held the number one spot in engagement with a total cross platform actions
of 3.3 billion & engagement rate is 11% across all other media companies.

6. Type of reactions on the post and its sentiment analysis

1. First post is about the new released teaser-trailer of Disney’s Aladdin movie having engagement
of 69 million. It’s quite evident from the comments that everyone is positive & excited about the
upcoming film and expecting it to be a great one like what Disney did in earlier days.
 2. Next post is about the movie, Disney's The Nutcracker and the Four Realms going to be
released on 2nd Nov . The post has engagement of 191k with 1.1 k reaction. Out of which,.
1.06k reactions are positive

3.

3. Third one is an Instagram post about Mary Poppins return with an engagement of 88k & likes on
post are 63 K & most of reactions in the comment box are positive
4. Next one is also an Instagram post with 146k likes

5. Fifth one is about a tweet on an exhibition honoring Mulan’s 20 th anniversary received 5k likes
& 1.5k retweet
7. Response time of brands and the language they use. Is it automated?
Normally, Disney is quite active in responding on platform like twitter & their response time varies from
few hours to a day. All the responses are different & it’s not at all automated.

8. Number of followers
No of followers of Disney across different platforms:

Social Media
Facebook Twitter LinkedIn You tube Instagram
Platforms

No of followers(in
50 5.9 1.67 3.2 12.5
Millions)

No of followers of Sony across different platforms:

Social Media Platforms Facebook Twitter Linked In You tube Instagram

No of followers (in
29 2.3 0.47 2.7 6.4
Millions)

No of followers of Universal Studios across different platforms:

Social Media Platforms Facebook Twitter Linked In You tube Instagram

No of followers (in
8.2 0.73 0.17 1.9 1.5
Millions)
9. Are they talking about their offline presence in some way?
Yes, Disney talks about their offline presence i.e. Disney stores, resorts , amusement parks through
different contents posted by them on social media platforms.

1.Walt Disney World is a resort and the physical expression of Disney in the real world. It has 1.63
million followers on Twitter still seeming to be very popular with followers and fans.

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2.Similarly Shop Disney , an official face book page of Disney, gives us regular update on new products
arrived at their physical stores
10. Frequency of Post
After analyzing Disney’s official Facebook page by Likealyzer & its twitter account by twitonomy,
following insights have been found out

Social Media Content shared

Platforms No of Posts per day Photos Notes videos
Facebook 5.3 16% 32% 52%
Twits 10.32

11. Influencer engagement activities:

1. Social Media Moms
Social Media Moms initiative is a dedicated site and network of over 1200 carefully selected
parents, especially moms who act as brand ambassadors for Disney. The site itself is a portal for
information, photo sharing, and itinerary planning. But the broader program has included
blogger outreach and influencer marketing activities. Influencer marketing campaigns are the
most effective way to spread a positive brand sentiment to a specific audience group

1. Requesting Tickets
Any person who wants to write a blog on Disney on its own can send an e-mail to PR
representative & ask for tickets. PR representatives will dispatch tickets to them & will invite
them on Disney media days at Disney park for various events to gain a blend of experience.
2. Social Media Mom’ s conference
 It’s their largest social media event of the year. Once a year social media influencers from
all around the country are invited to attend a weeklong conference at Walt Disney World.
The attendees can spend time at the parks and on a Disney cruise by paying a meagre
amount

12. Are they focused on more branding - videos, emotional connect. Or on more
transactional - like contests, sales.
A brand needs a story in order to give your products context, meaning, and emotion. Disney's "content
marketing" strategy goes in reverse compared to most brands. Most brands start with a physical product
and then build a story around it in the form of "content marketing” whereas Disney tells stories first,
develops and sells products second.

Most of their videos shared on social media platforms are somehow connected with stories. By telling
stories through videos & movies ,apparently they are creating an emotional connect with their audience
and later it is becoming helpful to sell their products through the stores.

Ex- If "Frozen," the movie, never existed, a toy maker will never come up with the idea of an ice princess
doll named Elsa.

So, Disney as a brand has always focused more on branding through emotional connect & later they
have given emphasis on transactional activities like sales

13. Based on their language, what is their possible audience persona? Is it any
different from how they interact in offline media or in stores?
Disney focuses mainly on millennials .So, they often share photos, videos of different movie characters/
protagonists which may remind the childhood days of those of millennials.

In offline media or stores they target everyone from different demographics with different set of
products

14. Do they have a brand ambassador? Are they using him well?
They have a team of global ambassadors. Their names are written below

 Alexa Garcia and Mikey Trujillo, Disneyland Resort

 Ken Facey and Brandon Peters, Walt Disney World Resort
 Nozomi Fukumoto, Tokyo Disneyland
 Laura Janice Gedigk and Michael Giordano, Disneyland Paris
 Sammy Phu, Hong Kong Disneyland
 Manako Tanaka, Aulani, A Disney Resort & Spa
 Chloe Zhou and Natalie Yao, Shanghai Disney Resort
Global ambassadors are active community partners who pay visits to hospitals, participate in Volunteer
projects and do frequent presentations in support of community initiatives. They also serve a primary
role in cast member recognition celebrations. Along with the multiple responsibilities that they
undertake like the Ambassador team from the Disneyland Resort conducted more than 270 media
interviews.

Activities done by them are always shared on social media platforms to gain the attention of audience,
which help them to elevate their brand image.

15. Is their visual identity congruent with their brand personality?

Ans- At the heart of this concept is the strong belief that every single aspect of the brand experience
must be uncompromisingly consistent throughout all touch points with the consumer. When it comes to
Disney, customers can truly experience the brand Whatever they promise through their visual identity.

16. Existence of Online Brand Communities

Yes there are different online brand communities of Disney like –

1. D23- It’s an official Disney fan club having presence on face book. It organizes different events,
quizzes & gives update on new movies ,videos or any information on Walt Disney’s amusement
park etc.
2. Walt Disney World community- It shares information about all kind of initiatives taken by Disney
across the globe

17. What is the Brand Personality: is it in sync with offline personality

Most of the content shared on social media platform conveys its uniqueness, creativity & emotional
connection with Disney. When it comes to offline presence like stores, amusement park, they try to take
care of all touch point of customers with an uncompromised brand experience to give an equal
emotional connect. So brand personality is in sync with offline personality
BAV ANALYSIS

We have considered two competitors(Sony, CBS) of Disney for BAV analysis