It can be a challenge to bridge the gap between a predominately physical business presence and the increasingly important digital space. If you do business primarily in a brick and mortar location, what can you offer your customers not just to bring them in, but engage them with your business online?
We think the Disneyland Resort — the subset of the Walt Disney Company that operates Disney’s California parks — has adopted a uniquely social way of interacting with the millions of visitors who vacation at their parks every year. And even if your business doesn’t have the size or budget of Disney (few do) we think there’s something to be learned from the social strategy behind the Disneyland Resort.
A History of Disneyland on Twitter
Before 2012, Disneyland had a fairly standard corporate social presence on Twitter. The @Disneyland account would tweet about park hours, news, and upcoming events, but offered followers nothing in the way of interactivity. The account didn’t respond to any queries passed its way and the only retweets would be from other Disney properties.
Still, as the account of a major Disney destination, it had garnered 240,000 Twitter followers, which many would see as a success — even if that only worked out to be a tiny portion of the park’s 15.9 million annual attendees.
As the resort prepared to relaunch the long-struggling Disney California Adventure park, it cooked up a new social strategy to coax visitors from the busy Disneyland turnstiles and into the revamped DCA . In May 2012, the company launched a new Twitter presence, @DCAToday, that was all about interaction.
If visitors had comments or questions about the park on Twitter, addressed to the @DCAToday team or not, the account would respond. Whether you were looking for a good place to eat, a …read more
Source: Sprout Social
