Around 8pm PT on Saturday night, the Walt Disney Company reached a milestone definitely worthy of celebrating with 100 million Facebook likes over its 200 active pages. Pretty amazing. They compiled a video to say thanks with some high points about their journey to 100 million fans which they have posted on their Youtube channel and their Facebook page.
Since August 2009:
- Fans have liked, shared and commented on content on the Disney’s page over 6 million times
- In July 2010 Disney posts had been viewed 1 billion times in just 9 months
- Disney has more impressions than the population of the United States- 3 times over.
- Disney continues to gain over 5 million fans each week across a network of more than 200 active pages
- Disney fans have commented over 1.5 million times
In one year they had 60 million page likes and 6 million Facebook interactions. Yeah. That’s right- 60,000,000 in one year.
Now, time for a bit of reality. It’s Walt Disney. This tremendous growth and gathering is obviously reflective of having a pre-existing global presence. Their social media strategy was able to ride the already glorious wave that was present, leading to this kind of growth in just over 15 months. It would be unrealistic to expect these same results for a small to medium business or even a business with a regional or national presence. However, there are some more great lessons here to learn from Mr. Walt (who just oozes with fabulous business lessons if you ever need some inspiration). No business Facebook page will fill itself with fans or Twitter account with followers and although these sites are free, the time to create and maintain them is not free at all. However the impact they have on your marketing and business to consumer relationships make them well worth the investment of time. Here are a few tips that will send you on your way to celebrating your own milestones.
Identify your fans. Review and analyze them and get some demographic information on them, gender, age, location, etc. Based on who is following you, gear future updates and post to those specific groups of users.
Cultivate conversation.Be interactive with the fans on your page or followers. If they comment on a post, picture, etc, do you respond? If you don’t, then start today and cultivate conversation with your fans, this helps create business to consumer relationships which has an impact on customer retention. As other fans see you engage, they will be more willing to engage as well.
Build new members through your current ones. You have a fan base. Use it. Engage with your fans and use them to build up your database with incentives, offers and deals to encourage them to share content and increase your followers.
Social Media Campaigns. Are you starting from scratch and have no database at all? Dukky has run many campaigns internally to build up their own databases on social sites. We currently have a campaign running www.xboxkinect.dukky.com to grow our Dukky promotions Facebook page (check it out and enter to win too). In order to enter to win the giveaway, the user must share the offer and like the Dukky Facebook page. In less than two weeks, the Dukky Promotions Facebook page has increased its followers over 700 fans.
Multi-touch Campaign. The most successful campaigns to date are the ones that have many entry points. Instead compartmentalizing your marketing campaign, it’s time to create one campaign, one strategy, with many entry points. Social media sites should be in sync with all other outreaches. Every campaign should give users the chance the funnel into other company portals (Facebook talks about twitter, twitter talks about Facebook, direct mail pieces have twitter and Facebook information listed on them and emails have links to a Facebook page and Twitter.
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