Creating Magical Experiences

Disney Parks Social Media Content: Creating Magical Experiences
Thomas Smith (@ThomasSmith) is Social Media Director at Disney Destinations

It was obvious from the start of the presentation that Disney has a significant social media presence.  On Facebook alone, their properties have over 381 million fans.  They monitor (using Radian 6) and respond on their social media properties 24/7.  The Disney Parks blog is the hub of their social media strategy, and everything else is a spoke out from that central location.

The mission of the blog and social media focus is no different than the vision Walt Disney had for his theme parks – “A place for people to find happiness and knowledge.”  Their strategy is driven by the following goals:

• Humanize Disney
• Purposeful Storytelling
• Remarkable Experiences
• Curiosity = Ideas (Ask what if? and why not?)

They prioritize the blog the same way they do any of their other properties, and as Smith said, “We look at every day like a new ‘show’ on the blog,” and, utilizing a network of more than 75 bloggers and content contributors from across the company they prepare a lot of content on a daily basis.  This network of bloggers and contributors ranges from the CEO to managers in multiple departments throughout the company.  Their content strategy is made up of the following:

My Plan for Oct. 5

As I mentioned, I’m going to be at the Ragan Employee Communications, PR, and Social Media Summit from Oct. 3 – 5.  There are a few different sessions offered during each period, so I wanted to share the sessions I’m planning to attend here.  You can always follow my live (West Coast time zone) on Twitter (@kkozlen), or here on this blog. If requested, I might do some live video coverage via this site… please take a look at my plan for the conference and let me know if there are any questions or things I can look into on your behalf.

8:30 a.m.-9:30 a.m. (PST)
7 ways internal communications can help create a great place to work
Kim Darnofall (@KimDarnofall), Internal Communications Project Manager, SAS

SAS has been in the Top 3 on the FORTUNE 100 Best Companies to Work For® List in the United States, including two No. 1 rankings, in the past three years. Internal communications plays a vital role in earning this distinction by creating or promoting programs featured in the award application, by enhancing leadership communications, and by fostering pride in the company and encouraging camaraderie. All of these are measured in an employee survey, which counts for two-thirds of a company’s ranking. SAS’ Kim Darnofall will not only outline the ways internal communications creates an award-winning workplace, but will give examples of how they “keep the corporate culture.”

I’M STILL DEBATING BETWEEN 2 SESSIONS DURING THE NEXT TIMESLOT… HERE ARE THE 2, LET ME KNOW WHICH ONE YOU’D BE MOST INTERESTED IN HEARING ABOUT.

9:45 a.m.-10:45 a.m. (PST)
How Best Buy provides a voice for its remote workforce using social media
Andrew Hokenson (@Andreux), Senior Specialist—Employee Communications, Best Buy

With the average age of Facebook users pushing into the northern 30s, the mystique of social media isn’t such a mystery anymore. However, with a new generation of employees integrating into the workforce (a generation that views email as antiquated and “corporatey”), it’s time to integrate the social media philosophy so many are comfortable with at home into the workplace. Andrew Hokenson will take you on a narrative of Best Buy’s journey from a monolithic state to a culture of 167,000 communicators.

In this session:

• Challenges of changing a “new” communication culture
• How to develop a social media policy for your intranet
• Why and how to bridge the gap between corporate and field employees
• Why social media shouldn’t become another communications strategy
• Why companies shouldn’t have a CEO featured on the TV show “Undercover Boss”

9:45 a.m.-10:45 a.m. (PST)
How mobile video can make you a communication hero
Drew Keller (@DrewKeller), Owner, StoryGuide, and Paolo Tosolini (@Tosolini), Director of Digital and Emerging Media, Run Studios

Smartphones and tablets are the new best friends of corporate communicators. They are portable, connected and multitalented. You can push their powerful versatility in new and creative ways that will far exceed their traditional uses. Through practical demonstrations, Drew Keller and Paolo Tosolini will show you how to exploit the multimedia capabilities of mobile devices. At the end of this session you’ll be able to transform your stories through mobile video.

In this session:

• Create powerful photo montages out of your pictures
• Master best practices to shoot and edit interviews with your mobile phone
• Use tags and videos to promote your products and services
• Live-stream an event from your phone
• Surprise your team using Augmented Reality

11 a.m.-12 p.m. (PST) – CLOSING KEYNOTE

Deliver digital marketing success: 8 steps PR professionals can take to maximize social media
Dux Raymond Sy (@MeetDux), PMP Managing Partner, Innovative-e

As traditional marketing and social media become increasingly adopted for building relationships with existing and prospective customers, what is the value of social media for PR professionals engaging in a business-to-business environment?

Join Dux Raymond Sy as he shares practical strategies, tips and best practices on how PR professionals can best maximize social media for marketing, brand awareness, customer engagement and sales acquisition. You’ll see real-world examples of how utilizing social media can generate legitimate results, including increased business leads and loyalty among existing customers.

In this interactive closing keynote:

• Distinguish the value of various social media channels for your PR initiatives
• Establish relevant metrics for measuring digital marketing success
• Amplify corporate messaging with an industry “echo” system
• Integrate social media channels with existing marketing initiatives and sales efforts
• Leverage internal and external tools like SharePoint, SocialOomph, Google Analytics and Feed Burner to manage social media activities
• Drive a targeted social media campaign for brand awareness, lead generation, customer engagement and partner initiatives
• Create a strategic social media roadmap for your organization

Participants will receive a workshop recording, digital marketing templates and checklists, and a strategic social media roadmap template.

Media Relations Goes Social

Presenter: Capt. Nathan Broshear, US Air Force

The US Air Force has recognized the power or social media and has been actively opening up its network allowing every airman to post their experiences (in photo, video, etc.) to their personal Twitter, Facebook, etc.  Their goal is to humanize military members, and they feel that this helps enable that mission.  Of course there are concerns about what they may post, and geolocation as part of social media is creating concerns, but as Broshear put it, “you’ve got a 26 year-old kid in charge of a $50 million airplane, and you’re not going to trust him with a Facebook page?”

Obviously, during times of crisis, war, etc. the military is sought out by the media for information.  “I don’t have to find them,” says Broshear.  “They find me.”  Social media has made it easier than ever for media to connect with their public affairs officers.  The Air Force has stopped sending out press releases and manages their relationships with various media through social networking  outlets.  “Only 16 percent of people trust PR people,” says Broshear, ” but 70 percent trust people like themselves or their peers.  It only makes sense to connect via social networks and build relationships with people.”

The theme is that social media enables relationships – which is essential for PR people.  People are coming to the Air Force for bite sized pieces of information when they need them, and that’s a benefit that social media offers.  They are always connected to each other through social media and the flow of communication goes both ways.