1. S O C I A L M E D I A
M O N I T O R I N G
WA LT D I S N E Y A N I M A T I O N S T U D I O S
Ta y l o r C o x
2 1 A p r i l 2 0 1 5
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2. E X E C U T I V E
S U M M A RY
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Marketing is now synonymous with
relationship building. And how we
create and bolster these
connections is heavily rooted in our
social media platforms. In our
technology-driven society, brands
cannot survive without being active
on social media. In this
presentation, I will be monitoring
and expanding on how Walt Disney
Animation Studios uses social
media to their advantage, and what
they can do to improve their
techniques and posting patterns.

3. A S S E E N O N S I T E
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The brand’s official website
left out a link to its Tumblr blog

4. S TAY C O N N E C T E D
FA C E B O O K
Walt Disney Animation Studios uses Facebook to share photos and videos related to their previously
released/upcoming films. They also use the comment function as a way to open conversations with
Disney fans and to foster a familiar consumer-brand relationship. Additionally, the brand shares links
from other websites in order to self-promote and to update fans on Disney film-related news.
From left to right: Walt Disney Animation Studios reaches out to fans; photos from the official Facebook page; post about an upcoming film
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5. R E A D A L L A B O U T I T
T W I T T E R
Walt Disney Animation Studios’ official Twitter is
similar to their Facebook page, in that it is used
primarily to promote previously released/upcoming
films through photos, videos, and links. However,
more fan acknowledgement is evident. While there
are duplicate posts, the brand marketers are careful
to adjust the wordings of the posts, so as to minimize
redundancy. Furthermore, they do a great job of
maintaining the brand voice in all their posts. This
keeps all the posts consistent and engaging.
Above: photos from the
official Twitter profile
Above: link to behind
the scenes video
From top to bottom: upcoming film announcement; Big
Hero 6 DVD promotion
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6. D O Y O U WA N N A B U I L D A
B L O G P O S T ?
T U M B L R
In comparison to the content on
the company’s other social
media platforms, the content
found on the official Walt Disney
Animation Studios Tumblr is very
much original. There are very few
duplicates. Also, because Tumblr
is a heavily visual social media
platform, Disney posts a huge
assortment of photos from the
early stages of film development,
thus giving Disney fanatics a
behind the scenes look into
the brand. Lastly, the brand
engages with and recognizes fans
by launching art competitions,
in which Disney selects and
reposts original artwork submitted
by Disney aficionados.
Above: Fan-submitted artwork From top to bottom: original Big Hero 6
artwork
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7. S E E I T T O B E L I E V E I T
Y O U T U B E
Walt Disney Animation Studios’ official YouTube
channel offers a wide variety of videos that are
helpful to a broad spectrum of consumers. For
example, there are videos geared toward
prospective employees, those with a yearnin’
for some learnin’ about character or film
development, and Disney fanatics who just
wish to browse clips from their favorite
films! This is a great example of fulfilling the
wants and needs of specific target markets
while maintaining entertainment value. Like
the other social media platforms, YouTube
allows Disney to strengthen its relationship with
its fans by providing them with the inside
scoop on their brand.
All images: original video clips from the official Walt Disney Animation Studios YouTube channel
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8. I T H I N K I ’ M S E E I N G
D O U B L E
D U P L I C A T E S
Although Walt Disney Animation Studios
posts duplicative content across their social
media platforms, they are careful to avoid
redundancy. To prevent boring, repetitive
posts, Disney tweaks their content
descriptions, while maintaining a consistent
voice that is representative of the brand.
From top to bottom: Frozen 2 announcement from the official Facebook page; Frozen 2 announcement from the official Twitter profile
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9. D O E S S L O W A N D S T E A D Y
R E A L LY W I N T H E R A C E ?
Facebook Twitter Tumblr Youtube
Tues 4/14 N/A N/A N/A N/A
Wed 4/15 N/A N/A N/A N/A
Thurs 4/16 N/A N/A N/A N/A
Fri 4/17 N/A N/A N/A N/A
Sat 4/18 N/A N/A N/A N/A
Sun 4/19 N/A N/A N/A N/A
Mon 4/20 N/A N/A N/A N/A
Tues 4/21 N/A N/A N/A N/A
P O S T F R E Q U E N C Y
(No.)
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10. I T ’ S B E E N A W H I L E
L A S T P O S T S
T I T L E
#ofPosts
0
1
2
Date Posted
3/11 3/18 3/30 4/13 4/14 4/15 4/16 4/17 4/18 4/19 4/20 4/21
= = = =
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11. “ W E ’ R E L AT E ! ”
It is understandable that Walt Disney
Animation Studios runs out of content to post
when their film hype dies down. However,
letting a week pass without posting anything
is a bit iffy. I think a simple check-in with fans
would be beneficial to their consumer-brand
friendship. Perhaps they could
utilize this time to respond to
tweets and Facebook
messages.
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12. F R I E N D S P I R AT I O N
On their social media, Walt Disney Animation Studios makes it clear that they
are more than just a brand — they are a loyal friend. They post inspiring photos
and quotes from their films in an attempt to connect with their fans on a
below-the-surface, emotional level. This sincerity, although a marketing tactic,
is what makes consumers proud to be investors in the Disney brand.
From left to right: virtual E-card from Walt Disney Animation Studios to fans; words of encouragement from Walt Disney Animation Studios
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13. C A L L T O A C T I O N
• Sales
• Promotions
• Friendships
Although Disney’s primary
goal, like every other
corporation, is to generate
revenue, they are cautious
about letting consumers in on this. They strategically
mask their desire for money with an overwhelming sense
of loyalty to their fans. However, this is not to say
that those working for Disney are deceptive. Rather, there
is a standard to uphold to achieve success.
All images: promotional posts to encourage product purchases
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14. F U N , F U N , F U N , F U N ,
F U N !
Walt Disney Animation Studios’
social media platforms all offer
fun and clever features that
captivate fans, while
simultaneously promoting their
films and products. With the
increasing popularity of Big
Hero 6 and Frozen, Disney has
shared a wide variety of
content related to these films,
ranging anywhere from DIY to
silly music videos. It is effective
that Disney incorporates
references to technology into
their content (and even into
their Twitter) handle to appeal
to our technological culture. From top to bottom: official Twitter
handle; Baymax DIY ornament
From top to bottom: link to Big Hero 6
Creators Lab on the official Tumblr blog;
Frozen as told by emojis video
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15. E F F E C T I V E
E N G A G E M E N T S
Walt Disney Animation Studios does a great job of
providing fans with opportunities to engage in open
discussions about the brand and its products. In their posts,
Disney seems to genuinely care about their consumers’
feedback, which prompts fans to comment on the content
they view. In turn, Disney will occasionally retweet fans’
responses to new films, social media content, and more.
Disney’s authenticity and desire to connect with fans is what
keeps the consumer-brand relationship alive and well.
From top to bottom: virtual E-card from Walt Disney Animation Studios to fans;
tweet from a Disney fan; Walt Disney Animation Studios reaches out to fans
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16. D I S C U S S I O N
D O W N FA L L S
While Disney opens discussions
for fans to engage in, they do not
typically continue these conversations.
Fans are able to answer open-ended
questions, but typically receive no
response. Occasionally, Disney will
retweet fans (as mentioned previously),
but this is rather passive and can be
easily misconstrued as lazy.
Furthermore, personalized responses
are extremely rare across all platforms.
On Twitter specifically, Disney is frugal
with their retweets and favorites, which
are seemingly reserved for celebrities,
other branches of Disney, or those
who belong to the Walt Disney
Animation Studios team.
From top to bottom right: tweet from a Walt Disney Animation Studios team member;
tweet from a Walt Disney Animation Studios team member; tweet from the official
Jimmy Kimmel Twitter profile; number of Walt Disney Animation Studios Twitter
favorites
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17. PA R T Y P O O P E R S
N E G A T I V E C O M M E N T S
One would imagine that every brand, no
matter how reputable and respected,
faces negative feedback from the “Scars”
of the social media world. However, after
scrolling through page after page of
comments on the Walt Disney Animation
Studios social media platforms, I can
easily say that this branch of Disney does
not face much negative criticism and
hate mail online. If it did, however, I am
positive the situations would be
handled with maturity and
empathy.
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18. I S C R AT C H Y O U R B A C K ,
Y O U S C R AT C H M I N E
Walt Disney Animation Studios empowers
pre-existing websites by sharing links
that redirect consumers to said sites. For
example, they often repost links to official
Disney blogs, such as Disney Insider. By
doing so, they are giving Disney Insider
exposure in exchange for film publicity.
This creates a symbiotic relationship
between the two distinct branches of
Disney. Walt Disney Animation Studios
does not seem to promote their own
website on their social media platforms,
presumably because their website is aimed
more toward prospective employees,
rather than those who seek entertainment
value.
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19. G I V E A L I T T L E W H I S T L E
PA R T I C I PA T I O N
Disney often encourages fans to participate in their various social media communities for two
reasons: to increase fan familiarity with the brand and to boost product popularity. While most
of these attempts to increase fan activity are free from incentives, Disney will occasionally host
giveaways for those who share their content. This is a successful technique, due to the Big Idea that
people are narcissists — they will do something if they receive something in return.
From left to right: Big Hero 6 sweepstakes offered on the official Twitter profile; Big Hero 6 clip to celebrate National Hug Day and to encourage shares
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20. W H O O O O O ?
While Walt Disney Animation Studios’ products
appeal to a wide range of people, their social media is more
specifically geared towards young adults, teenagers
with access to the Internet, older Disney
fanatics, and parents. While younger
children are drawn to Disney and their
products, it is unlikely that they
have the means to access official
Disney social media, the funds to
personally invest in Disney
products, and the ability to
comprehend social media.
However, it is probable that
children and their guardians use
YouTube together to watch
and rewatch their favorite film
clips.
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21. T I C K T O C K
Most posts are made
midday, when many
people (both young
and old) are on their
lunch breaks. Posts
are also made early
in the evening, when
people are coming
home to relax after
a long day of school
or work. This clever
timing is what keeps
the brand noticeable.
If posts were made
during the typical
work or school day,
it is unlikely that Disney
would garner the same
visibility.
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22. H O W W O U L D
Y O U R AT E Y O U R
E X P E R I E N C E ?
O N A S C A L E O F 1 - 1 0
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23. C O N C L U S I O N
In comparison to social media platforms
operated by other branches of The Walt Disney
Company, Walt Disney Animation Studios could
improve on their posting frequency. By allowing
days to pass without reaching out to fans,
updating followers on news, and engaging
in dialogue, they suffer a minor loss in credibility
and reliability. Furthermore, more fan interactions
would increase their perceived trustworthiness.
Overall, Walt Disney Animation Studios
demonstrates an astounding grasp of
social media, and how to operate social
media platforms to best suit the wants
and needs of their consumers. They
incorporate content into their social
media sites that is both entertaining
and informational, something that many
businesses struggle to do.
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