disney world’s magic kingdom strategy proposal
DESCRIPTION
This is my final presentation for MSU's New Media Driver's License Course. It's a social media strategy proposal for Disney World's Magic Kingdom theme park.TRANSCRIPT
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Disney World’s Magic Kingdom Strategy
ProposalPresented By:
Katherine MaierSummer 2010
New Media Driver’s License
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History of the Magic Kingdom
• Considered Disney’s most popular park
• First park to open on October 1, 1971
• Can hold 100,000 people!
• Main target audience: Families with young children
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The Challenge, Goal, and SolutionThe Challenge: Continue attracting consumers
to the park, even in the current tough economic times.
The Goal: Interact with consumers to convince them that visiting the Magic Kingdom is a once-in-a-lifetime experience that can’t be missed, because adults and children alike will create memories that last a lifetime.
The Solution: Social media outlets
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Current Social Media• Walt Disney World is
already using social media to promote their overall company: – Web site– Blog– Facebook– Twitter – YouTube Channel
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Ways to Improve • Stand out as a park by:– Creating social media to
specifically promote Magic Kingdom news, rides, attractions, special events, and deals.
– Get consumers involved through Facebook & YouTube contests
– Don’t post same content on each page
– Utilize Google & Facebook ads for promotions and special deals.
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Facebook & Twitter
• Create pages specifically for Magic Kingdom
• Interact with consumers on Facebook:– Give away prizes every month, like free
passes, free food, or special meet-and-greets, to new fans or to the best comment on a status update
• Hold photo contest with prizes for best family photo at the Magic Kingdom
• @reply to followers on Twitter • Use Facebook Ads to promote
daily/monthly specials at the Magic Kingdom.
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Creating an Experience that Comes to Life!• Disneyland Paris:
Created Pixar characters that “arrive” on your Facebook wall from their ads
• Magic Kingdom could execute same idea with Minnie and Mickey Mouse, etc.– Attention-grabbing and
fun to show children
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YouTube
• Create Magic Kingdom YouTube Channel• Weekly “insider” content• Interviews• Contest – Give away free passes to the park
for best consumer video on why the Magic Kingdom is their favorite Disney park
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Google AdvertisementsCurrent Google Ads whensearching for “Magic Kingdom”: Disney World® VacationBuy a 4N/5D vacation & get Free
Dining for select dates Oct - Sept!disneyworld.disney.go.com
Visit the Magic KingdomDon't Miss These Disney Packages.
Plan now and get great savings!www.OrlandoInfo.com
Family KingdomFind Accommodations For Your Trip
To Family Kingdom In Myrtle Beach.www.VisitMyrtleBeach.com
Improve by: • Creating Magic Kingdom-
specific advertisements• Promoting discounted tickets,
sales and specials• Directing consumers to Magic
Kingdom pages, rather than general Disney pages
Increase Ads: • During seasonal peaks -
before Christmas break and spring break
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Measuring Success
• Facebook Statistics
• Google Analytics
• Ticket sales
• Click-through rate on Google and Facebook advertisements
• Number of followers on Facebook, Twitter, blog, and YouTube
Proposed Budget: $100,000
30%
10%
10%
30%
20%
Percentage of Budget
Blog
YouTube
Google Adver-tisements
Medium