Epcot’s “November to Remember”

The below is a sample of social media content I would create if I were the social media manager for the Epcot Center in Orlando. I am not affiliated in any way with Disney or the Epcot Center and this social media calendar is purely a learning exercise for a graduate marketing class.

Goals:

• Increase overall awareness of Epcot
• Increase consumer engagement of the Epcot Facebook Account by 15%
• Increase consumer engagement of the Epcot Twitter & Instagram Accounts by 15%

In order to standardize my posts and to increase audience interaction by “training” them to expect certain posts, I am choosing to do a daily theme that will be used throughout November. Below is a list of the daily hashtags I will use as part of my plan to increase awareness and highlight events happening during the month of November in Epcot.

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Daily Schedule:

Monday:  Who says Mondays can’t be fun? (#EpcotMondayFunday) Tell us how you are enjoying your Monday in Epcot.  (Facebook/Twitter)

Tuesday: A Taste of Epcot (#TasteofEpcot) Tag your favorite foodie pics from all over Epcot #TasteofEpcot. (Facebook/Instagram)

Wednesday: Woman Crush Wednesday (#WCWCinderella, #WCWSleepingBeauty, etc. ) Who is your favorite princess? # pics with your favorite princess from Epcot to let us know who has your vote.  (Facebook/Instagram/Twitter)

Thursday: Epcot at night. (#EpcotNights) Tell us where you are enjoying Epcot when the sun goes down. (Facebook/Instagram/Twitter)

Friday: Flashback Friday (#EpcotFBF)—Tag your past Epcot travels. (Facebook/Instagram)

Saturday:  (#EpcotSaturdaySelfie)— Take a selfie anywhere in the park and tag it #EpcotSaturdaySelfie (Facebook/Instagram)

Sunday: Sunday Family Dinners are a tradition in many households. (#EpcotSundayDinner) Send in a pic of your family enjoying dinner at Epcot for a chance to be featured. (Facebook/Twitter/Instagram)

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November 1 – 7

Sunday, Nov. 1: We love Sunday family dinners. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner #Food&Wine

 

Monday, Nov 2: Take back your Monday! How you are enjoying your #EpcotMondayFunday? #Food&Wine

 

Tuesay, Nov 3: The #Food&WineFestival is still here. So much #yummyfood. Tag your favorite food from all over #Epcot. #TasteofEpcot #Food&Wine

 

Wednesday, Nov. 4: Vote now! Who’s your #WCW? #WCWSleepingBeauty #WCWCinderella #WCWSnowWhite #WCWAriel  #Epcot

 

Thursday, Nov 5: Epcot comes alive at night. Where are you enjoying #Epcotnights?

 

 

 

Friday, Nov. 6: Check out our uniforms. #80flashback #EpcotFBF

 

 

Saturday, Nov. 7: It’s the weekend! Time for #EpcotSaturdaySelfies. Show us your best.

 

 

 

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November 8-14

Sunday, Nov. 8: Feeling nostalgic for Sunday family dinners. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

Monday, Nov 9: Make the other days jealous! #EpcotMondayFunday

 

 

Tuesay, Nov 10: Nom. Nom. Nom. So much to choose from. Tag your favorite food. #TasteofEpcot

 

 

Wednesday, Nov. 11: Eat with the Princesses at Akershus & tell us, who’s your #WCW? #WCWBeauty #Epcot

 

Thursday, Nov 12: Enjoying the fireworks. #Epcotnights

 

 

Friday, Nov. 13: Who doesn’t love robots and big hair? #EpcotFBF

 

 

Saturday, Nov. 14: #EpcotSaturdaySelfies. Wherever you are, take a selfie.

 

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November 15-21

Sunday, Nov. 15: Everyone put down your phones and gather round the dinner table. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

Monday, Nov 16: Who says Mondays can’t be fun? #EpcotMondayFunday

 

 

Tuesay, Nov 17: Decisions, decisions… Where should we eat today? We can’t decide. #TasteofEpcot

 

 

 

Wednesday, Nov. 18: Original Pricesses vs new Princesses? Who’s your #WCW? #WCWMulan #Epcot

 

 

Thursday, Nov 19: Four words. IllumiNations Sparkling Dessert Party. Make your reservations now. #YumandWow. #Epcotnights

 

Friday, Nov. 20: #EpcotFBF That time when @JessieandDave were vikings in #EpcotNorway. Send us your #EpcotFBF

 

 

 

Saturday, Nov. 21: #EpcotSaturdaySelfies. Smiles and #Epcot go together like peanut butter and jelly.

 

 

 

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November 22-28

Sunday, November 22: Remember to be #thankfulforfamily this week. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

 

Monday, Nov 23: Who’s ready to start the week off FUN? #EpcotMondayFunday  JaMMitors@FutureWorld

 

 

 

Tuesay, Nov 24: Would I like some cranraisin bread pudding in England? Yes please. #EpcotEngland #TasteofEpcot #RoseandCrown

 

Wednesday, Nov. 25: Come to story time at the Akershus Royal Banquet Hall. Who’s your #WCW? #WCWBelle #Epcot

 

 

 

Thursday, Nov 26 (Thanksgiving): After turkey, we are hanging in Epcot World Showcase tonight to watch fireworks. Where are you? #Epcotnights #Thankful #Family

 

Friday, Nov. 27: #EpcotFBF Where do we land this thing? Send us your #EpcotFBF

 

 

Saturday, Nov. 28: #EpcotSaturdaySelfies. Where else can you can eat lunch in Japan and dinner in Paris?

 

 

 

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November 29-30

Sunday, November 29: Take a a break tonight and eat with us. Show us your #family enjoying dinner at #Epcot. #EpcotSundayDinner

 

Monday, Nov 30: Make Monday a day to remember. #EpcotMondayFunday

 

 

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WhoSay? They Say… #CelebsUnfiltered

WhoSay

A Brief History
The name WhoSay came from a domain search, meaning “authenticity” or “coming from the mouth of the person themselves, with that direct voice.” It was founded in March 2010 by the LA-based talent and sports agency, Creative Artists Agency (CCA) along with Steve Ellis an ex-rock guitarist and entrepreneur. Ellis had just sold his music licensing company Pump Audio to Getty Images when approached by CCA.

CCA and Ellis along with Amazon.com, Comcast, Greylock Partners and High Peak Ventures raised almost $20 million in funding for the company’s launch. WhoSay is currently headquartered in Manhattan with satellite offices in Venice, CA and London and employs 35 staff members.

Jimmel Fallon, Zac Efron and Seth Rogen.

What do we do?
Our social media and online branding service was created to allow actors, musicians, athletes and celebrities “to retain ownership rights” over the content posted to their accounts and maintain control over their digital presence through “copyright branding.”  We consider ourselves a “social celebrity magazine” and offer members the ability to easily upload images and post directly to WhoSay and other social media platforms including Facebook, Twitter, Instagram, Tumblr, Google+, WeChat and Tencent (China’s social networks) using the our dashboard at no charge. We liken ourselves to People magazine, who is our partner, but instead of employing writers, our content providers are our celebrity members — they post the content, not us. We aim to give fans an inside look into the lives of their favorite celebrities. In return celeb members get the truth out to the world not just on our site, but also to other popular social networks using WhoSay’s simple tools.

Anson Mount celeb feed

Our Members
Our personalities are invite-only and include over “2,000 of the world’s most captivating people—including actors, athletes, chefs, millennial influencers, and more.”

Our 4.8 million unique celebrity “super-fan” members get in-depth news first-hand from favorite “celeb personalities” they follow.

Kylie Jenner

To become a personality, you are an industry referral (usually) and must be invited. We do a simple background check and once approved,  you get free access to our services.

Our celeb-fan members can use their Twitter or Facebook account to log-in and join.

According to Quantcast.com we currently have 2.6 million uniques, 3.6 million visits, 4.8 million views with our members located mainly in the U.S. and continue to grow organically.

Kevin Bacon getting #kissedbyapit

How to Use WhoSay
Our celebrity members post pictures, videos or messages to their individual account walls and can update their other social media accounts, all from WhoSay. Members also give us behind-the-scenes information and we upload to other pages of the site.

Channing Tatum’s feed with a pic of his wife Jenna Dewan and daughter.

Fan members can follow their favorite celebrities and the “posts” are fed to the fan’s news feed much like the functionality of Facebook. They can also access additional information on the WhoSay website by surfing through our other pages listed in the top navigation.

An example of a super-fan’s feed featuring Jane Fonda.

Anyone can access WhoSay from their desktop, mobile device or through the WhoSay iPhone and Android app.

We fill the WhoSay site with additional rich content to keep our fan members engaged and information shared. Videos, top trending stories, fashion, beauty, living, #welovepets, and set the record straight are just some of the stories we share that come straight from our celebs.

From the “Set the Record Straight” page

Target Audience
People magazine is a partner to WhoSay and attracts the same target audience as those interested in celebrity news. In order to engage with this audience, we cater to predominately college educated women aged 38 and earn around $72,000 per year.

WhoSay’s target audience is the same as People magazine

WhoSay Social Media
It is easy to stay in touch with WhoSay because we are active on Twitter (79.1K followers), Facebook (267k likes), Instagram (2.7k followers), Google+ ( 261,221 followers) and Tumblr. Our feeds carry consistent content and messaging across all channels.

WhoSay Twitter

 

WhoSay Facebook

WhoSay Instagram

Our Partnerships
WhoSay makes its money through ad sales and has partnerships with companies such as Viacom, Lexus and Canon.

During the partnership with Canon, cameras were given to celebs like Kevin Bacon, Eva Longoria and Mario Batali to document their lives for the #bringit promotion. The celebs uploaded their photos to WhoSay with the #bringit caption and the content was then forwarded across platforms to Twitter, Facebook, Instagram, etc.

Competitors
WhoSay’s main competitor is theAudience, financed by William Morris Endeavor. However, theAudience is not a social media platform where non-celebs can join. theAudience works behind the scenes to promote celebs, athletes and movies promoted online.

Another competitor Adly works as a conduit to connect celebrities to brand endorsements.

For more information, click here for a quick Prezi.

Sources:
https://en.wikipedia.org/wiki/WhoSay
http://www.usatoday.com/story/tech/columnist/talkingtech/2013/04/17/whosay-helps-celebrities-connect-with-fans/2089009/
http://www.nytimes.com/2011/05/09/business/media/09whosay.html?_r=0
http://www.whosay.com
https://www.whosay.com/about
http://www.usatoday.com/story/tech/2015/03/11/what-say-is-whosay/70180990/
http://www.bizjournals.com/losangeles/news/2014/09/09/q-a-with-whosay-celebrities-control-the-content.html
http://www.adweek.com/news/technology/marketers-bet-celebrities-churn-out-branded-content-162970
http://adage.com/article/media/whosay-turns-celebrities-content-marketers-canon/294259/
http://www.hollywoodreporter.com/news/viacom-whosay-partnership-317887

IMC is the Golden Standard.

When it comes to creating and maintaining a successful brand, companies have learned IMC is the best way to build a strategic marketing plan. This week I take a look at some of my go-to brands — Fabletics, Starbucks and Whole Foods to see how IMC plays a role in their websites, blogs and social media channels.

Fabletics.com

First, I’m going to look at the youngest company in the mix Fabletics. It is a subsidiary of JustFab and is an athletic clothing company that was co-founded by Kate Hudson in 2013. It mainly sells clothing on its e-commerce site but has six brick-and-mortar stores across the U.S.

Fabletics Facebook

Fabletics Google+

Fabletics Instagram

Fabletics Twitter

Fabletics Pinterest

Fabletics uses IMC in all marketing from website,  Twitter, Facebook, Instagram, Google+, Pinterest to its Blog, emails and even traditional advertising such as packaging, print and TV ads. The company drives traffic across channels using links for purchase or to engage the potential customer with additional content on its blog or website.

Fabletics Social Channels:

blog

Google 2,470 followers

Facebook 2,229,392 likes

Twitter 15k followers

Instagram 197k followers

Pinterest 37.5K followers

On the Fabletics website there are links to their social media accounts at the bottom of each page. Every day Twitter, Facebook, Instagram and Google+ are updated with a new post containing the same copy message, image or video and link (bit.ly) back to their website for purchase or has a “shop now” button. Fabletics’ Pinterest page has multiple pins that are pinned each day relating to their apparel, working out, hair styles, gym to street attire and nutrition. All of the apparel pins link (bit.ly) directly back to the e-commerce site to buy. Most of the other pins like nutrition or workout tips link back to the website or the Blog.

When posting, Fabletics does use hashtags, but don’t use more than a few at a time. Most are #OOTD, #toneitup or #sneakpeak to build excitement. Most of the posts contain Kate Hudson and give an insider’s look into her life. I believe this is why they have been able to create such a buzz around the company.

Starbucks.com

Next I will talk about a fan favorite and master of IMC, Starbucks. Starbucks is the largest coffee company in the world and the company is considered the second most valuable fast food brand worldwide, second only to McDonald’s. It sells coffee, food, mugs, coffee supplies and etc. in its own brick-and-mortar retail stores, ground coffee and roasted beans in big-box and grocery stores, has an e-commerce site and has licensed stores.

Starbucks Twitter

Starbucks Instagram

Starbucks Pinterest

Starbucks Facebook

Starbucks Google+

Starbucks Social Channels:

1912pike.com

Google 4,195,490 followers

Twitter 10.2M

Facebook 35,933,671 likes

Instagram 6 million

Pinterest 215.2K followers

IMC is prevalent across all channels of Starbucks’ marketing both on and offline.

Their campaign is cohesive and social media channels such as Twitter and Instagram are updated daily Monday through Friday with the same messaging, picture or video. Hashtags are used frequently in posts with many that are used daily such as #protip or #PSL (drinks of the season). Twitter and Instagram use links back to the website or more frequently, their Blog, 1912Pike to engage it’s customers, invite them to vote for flavors, enter into contests or give recipes and link to Pinterest. Social Media links are at the bottom of every page on their website.

Facebook and Google+  are updated less frequently, but usually every other day.

Starbucks updates their posts daily Monday thorough Friday but goes silent on the weekends even though traffic is higher those days. They must have seen consumer enagement analytics on the weekends was low. Otherwise, I’m not sure why they would not use those days to drive traffic to their stores and to their media channels.

Wholefoodsmarket.com

Finally lets look at Whole Foods Market. They are the largest natural and organic food retailer with 427 stores in North America and the UK and consider themselves, “America’s Healthiest Grocery Store.” Whole Foods has brick-and-mortar stores and e-commerce.

Whole Foods Facebook

Whole Foods Twitter

Whole Foods Google+

Whole Foods Social Channels:

Whole Story blog

Google 262,609 followers

Facebook 1,803,472 likes

Twitter 4.74M followers

Instagram 566K followers

Pinterest 272.4K followers

Whole Foods uses IMC throughout all of their online

Whole Foods Pinterest

and offline marketing channels. They have consistent messaging in-store, on the website, blog, on all social media channels and in traditional advertising i.e. print ads. They update Twitter, Facebook, Google, Instagram and the company blog daily with consistent messaging (pictures, video, copy) on each feed.

Whole Foods Instagram

Every post features links (bit.ly) to the website, blog or recipes on their Pinterest boards to engage the customer and offer additional content or buying opportunities. They are active hashtag users, and use hashtags like #tailgating and #oktoberfest with emojis of BBQ’s and beer mugs to match. Social media links are at the bottom of every page.

Whole Foods ups their customer engagement by offering rich content like recipes and how-to videos on their social media channels. They drive traffic to their company blog as well as their co-CEO’s blogs thereby giving personality to the brand.

Overall, Fabletics, Starbucks and Whole Foods all adhere to the IMC practice by offering rich content and link across media channels. They update their social media sites regularly but with the same information, reaching multiple audiences in doing so.