Lisa Richwine, West Coast media reporter for Reuters, examines how Disney is seriously harnessing the power of social media moms. Reuters is a news source for the latest breaking news around the world in business, entertainment and technology.
Disney’s powerful marketing force: social media moms
By Lisa Richwine| Reuters | 6/15/15
Wendy Wright is a home-schooling mother of two, a prolific blogger and a self-described “Disney Nut.” Her cats are named Mickey and Minnie, and her blog is filled with advice for visiting Disneyland, tips for holding Disney-themed parties and reviews of Disney movies.
Wright’s enthusiasm for all things Disney eventually drew the attention of the Walt Disney Co (DIS.N), which invited her to join a carefully vetted group of roughly 1,300 Disney Social Media Moms. The group of mothers – and a few fathers – are part of a Disney effort to incorporate the enthusiasm and influence of parents into its marketing efforts.
New Disney Marketing Strategy is Mom-Powered
Who runs the world? Moms do!
Moms spend $3.2 trillion annually in the U.S. economy, so Disney is staking their claim on a piece of that lucrative pie with a genius marketing strategy that involves hand-selecting moms to create a little organic social media “magic.” Disney has long recognized the distinct connection between moms and their family-friendly target market.
The 1,300 carefully selected moms (and a few dads) will share their enthusiasm and influence over blog posts, Twitter, Instagram contributing to Disney’s marketing efforts. Disney marketing experts believe the large online presence of these Disney parent ambassadors will influence the decisions of other moms that are responsible for making their family’s plans for travel and entertainment.
Disney is not imposing posting restrictions or requirements, and so far the strategy is working as evidenced by the positive postings that speak for themselves.
Add A Little ‘Magic’ to Your Fundraising and Social Media Strategies
Crowdfunding is the nonprofit fundraising equivalent to the parent-driven Disney marketing strategy. Your current donors are the most passionate, enthusiastic and devoted allies any organization could ask for so let them be your ambassadors. They can create customized, personal crowdfunding pages to conveniently raise funds for your nonprofit through their social networks.
No technical skills are required to crowdfund. It’s very easy to set up a campaign or individual page from a mobile phone or desktop computer. Your organization receives donations and donor information, securely and directly in real-time. There really are no boundaries to where, how and when fundraising can be done for your organization when you incorporate the power of crowdfunding.
Encourage virtual fundraisers to blog, pin, Tweet, Instagram, video and post about all the reasons they love your org! A dynamic online presence, paired with your donors’ and volunteers’ personal style, authenticity and enthusiasm, will naturally create an effective and ‘magical’ call-to-action for your crowdfunding campaign.