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.

#Monitoring Assignment part 1# Share Your Ears

#Make A Wish-- Share Your Ears#
I'm guessing that most of you have not been to a Disney theme park before.
Everyone who goes to Disney wants Mickey Mouse ears.
And I would like to share something with you about this magic hat, Disney's Share Your Ears campaign.

Disney ran a brilliant charity campaign with the Make-A-Wish Foundation from February 19th to March 14, 2016. The campaign invited people to share an image of Mickey Mouse ears or any creative ears made of food or household objects. People shared their Mickey Mouse ears photos with the hashtag #shareyourears on social media like Twitter, Facebook, and Instagram.
After that, Disney donated $5 to the Make-A-Wish Foundation for each ear photo. At the beginning of the campaign, Disney set a goal of 100,000 participants and to donate up to $1 million to the Make-A-Wish Foundation.

This idea is great, right? It's awesome!!
The campaign was quite successful. As a result, it attracted over 200,000 participants to share their Mickey Mouse ears photos on social media and Disney donated about $2,000,000 to the Make-A-Wish Foundation. Due to the massive public support for the campaign, Disney achieved and exceeded the original donation goal.





Why was the Disney's Share Your Ears campaign so successful? Let me tell you how Disney used social media to attract many audiences to participate in this campaign.

Promotions on Social Media
Facebook
Disney has 49,415,641 followers on its official Facebook account. It frequently updates its post on Facebook to promote its latest activities or campaigns. What's more, Disney has many affiliated Facebook accounts which also promoted this campaign. The promotion on Facebook was extensive because these affiliated accounts also have many followers.

With the "Share Your Ears" promotion posted on the different Facebook accounts, followers gained information about the campaign immediately. That's why followers on Facebook had the fastest response posting their Mickey Mouse ears photos online. What's more, the "Share Your Ears" campaign became a trending topic on Facebook.

           

         

Instagram
Unlike the promotion ways on Facebook, the "Share Your Ears" promotion mainly focused on the official Disney Instagram account. It posted information on the campaign every few days. It is interesting to find that followers on Instagram reacted a little differently to the campaign, as I observed in the comments under the posts for three different days.

                        

Date: 2.19.2016 Friday
In the beginning, followers on the Instagram really liked this campaign and expressed their enjoyment under the post.

Date: 2.21.2016 Sunday
After a few days, followers on Instagram began to "@"(mention) their friends under the posts that invited them to participate in the campaign.

Date: 2.24.2016 Wednesday
With more and more followers receiving the news, people started to post their Mickey Mouse ears photos with the hashtag #shareyourears on Instagram.

Due to word of mouth advertising, there have been 215,829 posts related to the "Share You Ears" campaign on Instagram. We can see that followers on Instagram tended to invite friends or family members to join the campaign with them.

Twitter
When compared to the high-level involvement on Facebook and Instagram, people on Twitter had less interaction with the campaign, with 423 retweets and 989 likes on one post. We noticed that Disney has 5.22 million followers on Twitter, which is far less than its followers on Facebook. Also, when we observed the interactions under posts, followers generally did not retweet or comment.

YouTube
Disney also did a great job on YouTube with 2,080,730 people subscribed to their channel. The Disney Channel often shares cartoon videos with their followers. A short video about the "Share Your Ears" campaign was posted on YouTube and attracted 63,730 viewers.

Even though the campaign already had a high rate of social media participation, it gained a huge boost once the actor Neil Patrick Harris endorsed the event.

The Trends
Google Trends
Once the campaign came out, people showed high interest in the topic "Share Your Ears, " and the term became the top searched keyword. However, we can see the trend fell as the end of the activity approached. It was a popular search term till the last day of the campaign (March 14th), and it reached its lowest point on April 1st.

When we compared the two search terms "Share Your Ears" and "Disney donation," we found that the trend of "Disney donation" had similar fluctuations with the term "Share Your Ears". But the term "Disney donation" was searched more often by people than the term "Share Your Ears" on average in the past 12 months.

Ice Rocket
Meltwater IceRocket is a research tool where users can see the trends related to the term "Share Your Ears" and "Disney donation" on Twitter or blogs in the last two months. From these two charts, we can see that the topic of "Share Your Ears" had more posts than the topic of "Disney donation." Although the campaign ran in 2016, it still had 37.13 posts per day about "Share You Ears" in the past two months. I think that some people still remember this campaign and continue to share their photos of "Mickey Mouse Ears" online when they go to Disney theme parks.

Social Mention

From the results see below, we can see that there is a 50% likelihood that the campaign "Share Your Ears" is being discussed on social media. In other words, this campaign has raised high concern from people successfully. The sentiment ratio is 24:1, which means people had a positive attitude toward this campaign. Also, it had about 43% reach meaning "the number of unique authors divided by the total number of mentions". Therefore, from these numbers, we know that Disney did a good job publicizing its campaign and got people interacting on social media to boost its image.

Conclusion:

I think that this campaign successfully served its purpose and benefited both organizations. As a result, the Make-A-Wish Foundation received a huge donation from Disney and Disney also received a huge amount of publicity. The campaign "Share Your Ears"  is a charitable giving campaign. Charitable campaigns often ask people to donate money. However, Disney asked people to participate in the campaign as a donation. In this way, it is not only improving their brand image but also a way of advertising Disney online. This campaign was successful because Disney created huge social media interactions between it and its fans.