About this entry
Disney Interactive uses its social media portfolio to extend the Disney brand into the digital space. Disney engages fans through compelling video and editorial content on:
• Facebook: Our network consists of over 250 franchise and character pages, together amassing more than 800 million likes. The Disney Facebook page has more than 45 million fans alone.
• YouTube: Made up of videos from across the Walt Disney Company, the Disney YouTube Network has accumulated more than 2.5 billion views.
• Tumblr: The Disney and Disney Pixar Tumblr generate over 2.5 million content impressions per month.
• Twitter: more than 6.6 million followers on @Disney and @DisneyPixar
• Pinterest: more than 68K followers and 26 curated pin boards
• Google+: Our collection of pages has amassed over 1.5 million followers
• Instagram: more than 270K followers on Disney and Disney Pixar
• Disney Blog Network: (disney.com/blogs) which includes, the all-new Oh My Disney, Disney Insider, and Disney Music.
For Disney, social media is a way to communicate the story of Disney characters, brands and franchises and build a relationship with guests. It’s an always-on Disney experience that our guests can access from any device at any time. In order to ensure that we are creating a rich and engaging experience, content is developed with fans in mind first. We also constantly monitor guest reactions, fine-tuning our strategy in order to deliver stories fans love in new and unexpected ways.
This approach has resulted in high audience participation, including more than 800 million likes across the network of Facebook pages as well as more than 2.5 billion streams to date on YouTube and hundreds of thousands of followers across Twitter, Tumblr, Pinterest, Google + and Instagram. Thousands of stories every month generate millions of engagements from Disney guests. In addition to social platforms, Disney also has a highly trafficked blog network designed to entertain and engage fans by adapting Disney stories and characters for a digital audience.
A cornerstone of the network is Oh My Disney (OMD), which delivers original and shareable content through a variety of videos, GIFs, images and quippy editorial. Over 60% percent of traffic to Oh My Disney is driven by Disney’s social properties, creating a fan-friendly eco-system of smart, fun and shareable content.
Disney’s social strategy delivers value to core fans and enables them to be brand advocates in their own networks. This creative approach engages fans of all ages around Disney, the brand they love.
Why does this entry deserve to win?