DISNEYLAND WEB STRATEGY

DISNEYLAND WEB STRATEGY

DisneyLand Paris has quite a large presence on the social media thanks to the large community it has over the world. They are present on these social media in a different way but the community is also the principal element of the strategy. They also have other social media but are not engaging or sharing at all over there.

Even though they are on several social media, I would say that it is quite limited. Indeed,  I think that the number of followers do not represent the impact and the importance of DisneyLand and should therefore be developed.

Recommendations:

I mentioned Pinterest just above and I think that they should develop it because Pinterest would be a great tool for the company since it is all about content, pictures and sharing. 

Also, they have been facing new challenges so the objective would be for the brand to focus on personalization experiences (on the rides queue, before the visit, during and after the visit, etc.), retargeting and exclusives benefits (via special sales, etc. for members or repetitive guests). 

Moreover, they have been working on the digital campaigns on Instagram because it did not have so much impact on Instagram before. Concerning Twitter and Youtube, they should definitely engage more by sharing experiences of visitors or the behind-the-scene parts on Youtube to invite followers to come and to discover a new side of Disneyland.

I think that they could focus on the personalization experiences through their app by doing a kind of forecast before the customers go to Disney. They could, for instance, let the visitor know about the weather, the hotels that are around the hotel and offer a special price, complimentary services such as transportations or help with the luggage if the visitor is staying for a couple of days. 

These few things could be developed during a year and they the company could measure the performances by comparing the number of likes and followers, the shared posts and the number of visitors in the park and the hotels.

Shareworthy:

The brand already has a great hashtag which is #shareyourears. This hashtag is for a donation called Make-a-Wish to make dreams come true. Another great hashtag would be one about sharing the experience such as #shareyourDisneydream or #MagicalExperience. A good way of making it efficient would be to invite influencers to Disney and share these hashtags. Also, they could think of some games or contests and offer some tickets or a meet&greet with the characters that are in the park.