Social media monitoring part 2: Share Your Ears Campagin

Welcome back, guys! In part one, we shared the charitable campaign of Share Your Ears, which was held by Disney and the Make-A-Wish Foundation. In this section, I will show you additional data about this campaign and analysis it.

Google trend

The trending of the term "Share Your Ears" in 2016.

The trending of the term "make a wish" during the period of the campaign in 2016.

From these charts, we can know that the trending of "make a wish" increased a lot during the campaign. The "Share Your Ears" campaign attracted many people to learn about the Make-A-Wish Foundation. Although the trending of Share Your Ears decreased a lot after the campaign, people continue to concern about the activities of the Make-A-Wish Foundation.

Social Mention

Time: At the beginning of the campaign.

Time: At the end of the campaign.

When we compared these two charts, we could found that the strength increased a lot to 98% after this campaign. However, the sentiment ratio decreased a lot when the campaign finished. When we look at the percentage of reach, it shows us that it increased from 43% to 73%. The reach increased a lot also due to another charitable campaign held by the Make-A-Wish Foundation. It is because of the successful of the Share Your Ears campaign,  people moved forward to browse the website of the Make-A-Wish Foundation and also participated in the another charitable campaign.

The campaign not only raised valuable funds for wish granting, but it also allowed Disney to engage with both current Disney fans and those who learned about the Make-A-Wish Foundation for the very first time. The Make-A-Wish Foundation now have a worldwide community who is more enthusiastic about the unique relationship that the Make-A-Wish Foundation with Disney than ever before.

Goal

-Disney and Make-A-Wish have shared a consistent message: making wishes or dreams come true, majorly focus on younger children. -Disney held this campaign to honor the 100,00th Disney wish granted globally, and in celebration of Disneyland Resort's 60th anniversary.  -The original goal was to attract around 100,00 participants and to donate up to $1 million to Make-A-Wish Foundation. -The unique partnership with the Make-A-Wish Foundation allowed Disney to expand on what they can do for children. 

Disney Facebook Fans by Countries

The fans of Disney on Facebook mainly come from the United States, which occupied the largest percentage at 22.6%. It is because Disney is original from America and many American grew up with the Disney cartoon. As a result, Disney has the biggest fan base in America. Then, Mexica ranks at second, with about 2 million Disney fans on Facebook. As what we see from the chart, the United States, Mexico, India, and the United Kingdom are the four mainly countries that have the largest Disney fans on Facebook. However, except the United States, people in other countries responded poorly to the Share Your Ears campaign, though Disney has many fans come from Mexico, India, and the United Kingdom. 

When we looked the post of Share Your Ears campaign on India Disney Facebook account, we found that it only has few people to like, comment or share the post. Also, it only has two posts about the Share Your Ears campaign. Many Disney followers in India mainly focus on the Disney cartoons or movies and less participate in the Disney activities. It has the same situation in other countries.

Target Audience

Disney consumer demographic

The Disney consumers also are the target audience of the campaign, who are a big fan of Disney. From the chart, we know that the consumers who are female, age between 25-44, Caucasian, has kids and has high salary are the major target audience of the campaign.

Although younger kids are not as active on social media as their elders, they are still highly

influential beings. The campaign did not need people use the money to donate but just shared their photos online. The participation mode allows children to join with their parents, which is meaningful and memorable to children. Disney and Make-A-Wish are able to attract various participants, parents, aunts and uncles, sisters and brothers, and so on. All who may have a child of their own or have a personal relationship with one will like to ask their children to join the campaign.

SWOT Analysis

-Strengths

Find out what your brand stands for (Groundswell, 93).

• Conduct a partnership that is consistent with Disney's brand image to strengthen its personality and image inside peoples' mind.
• Create huge social media interactions between Disney and its fans
• Easy participation mode on social media
• The large fan base on social media

-Weakness

• The promotion work of this campaign in other countries is not enough. People from other countries responded poorly to the campaign except for American.
• Listening is perhaps the most essential neglected skill. (Groundswell, 93). Disney rarely engaged with its followers under the post on Facebook, Twitter, and Instagram. Although many people commented on the posts, Disney does not have any engagement with its followers.

-Opportunities 

• Many Chinese people also are big fans of Disney, but they rarely get the information about Disney campaign on social media. Now, China has a Disney Resort in Shanghai, and more and more people learn about Disney. China as the biggest external opportunity for Disney, it can use the Sina Weibo (social media like Facebook) to promote the campaign.

-Threats

• This campaign also hopes participants to continue concerned about the charitable activities held by the Make-A-Wish Foundation. However, people has the habit of donating money on popular and professional crowdfunding sites like GoFundMe and Kickstarter. It takes time for people to learn about the Make-A-Wish Foundation and decide to donate money. 

Suggestions

- Choose some best mickey mouse ears photos on social media and post it on the main page of Disney Facebook, Twitter or Instagram. The winners can get some gifts from Disney. It will encourage more people to participate in this campaign.

- Increase the promotion work of the campaign in other countries and uses the local social media to disseminate the information of the campaign.

-Set the Share Your Ears as an annual activity of Disney, which has highly influential in emotional value, and it will become a meaningful and unforgettable memory for Disney fans.

- Create a presence that encourages interaction. It needs responsible for programming the page and responding to comments (Groundswell, 108).

- This campaign can not only encourage people to share photos but also can encourage people to share videos about Mickey Mouse Ears on YouTube. We can see that there is an increasing number of people subscribe to Disney Channel on Youtube. Disney can use the Disney Channel to share videos about the campaign to attract more people to participate in.