Facebook Marketing Strategy, the Disney Way

Just humming “M-I-C-K-E-Y-M-O-U-S-E” stirs magic into the air-who wouldn’t want the Disney sparkle bestowed on their brand. But have you ever wondered how the world’s greatest merchandisers of creativity do it?!

To break the news gently: Peter Pan, Tinkerbell, Mama Odie, Jack Sparrow, Donald Duck, Pluto, Aladdin, The Little Mermaid, The Incredibles, and all the other colorful Disney characters we keep close to our hearts are held captive in the basement of Orlando’s water department. Every week or so the poor little toons are squeezed for creative content for upcoming movies and books. No, but really, how do they put happiness on a production line serving millions daily!?

There has been much research done in the past on Disney’s marketing strategies and community oriented staff recruiting and training approaches, but since social media is still a relatively new channel, who has been watching what Disney is doing there?

We won’t take you to Magic Kingdom backstage or anything like that in this blog, but we do want to give you a peek at Disney’s Facebook strategy to learn how this demiurgic juggernaut sprinkles its social fairy dust. One caveat before you read the entire blog-we do ask for your feedback after we examine some of the more salient features of Disney’s Facebook marketing approach.

Disney Facts

From the post below we can see that Disney is wowing its fans with factoid blasts from the past:

Disney Quotes

Below we see more fan pump fodder taken from the lips of Walt Disney over a half-century ago. With over 50,000 fans going Disney over it, how can making old new again be not-swell?

Disney Trivia

From the post below it’s obvious that Disney never goes out of fashion-with many thousands of hours of footage to pull from, there’s a deep well of never ending questions to be asked.

Upcoming Disney Events

If Disney weren’t still producing lucid dream quality material, reading their Facebook posts would be like riding Space Mountain ad finitum, but thankfully Disney does, every now and then, flash forward to give fans something new to fawn over.

A page with nearly 28 million fans can’t be wrong, right? That’s nearly 1 in 10 Americans that “Like” Disney on Facebook! But let’s take a look at how their fan interaction rates are compared to the 1% social media marketing rule (you’re doing great if you can get 1% feedback). Even with a “like” high of 50,923 (from the posts displayed in this blog), Disney isn’t living up to its mega-entertainment brand image, as that translates into only a .18% fan interaction rate. But realistically what could they do to make a bigger “mouse print”? There’s always asking more questions, and letting your community “build” the page, but with so many fans, is this really realistic? Tell us what you think.