SMMCourse Resources (text + simulations)

• Conduct social media audits and develop strategies to improve online presence
• Plan social media communications
• Develop a social media advertising strategy
• Utilize social media in product development

• Run paid ads on social platforms such as Facebook, Twitter, Instagram,

Pinterest, and YouTube
• Manage a large advertising budget and allocate funds for content creation and
ad spend
• Identify a target market and boost revenue through segmented ads
CHAPTER 1
SOCIAL MEDIA REVOLUTION
LEARNING OBJECTIVES (terms defined)

• Understand what the social media revolution has been

• Define social media and social media marketing.

• Describe the difference between traditional and social media marketing

perspectives.

• Explain why social media marketing is “interactions first, channels second.”

SOCIAL MEDIA REVOLUTION

The MASSIVE, FUNDAMENTAL SHIFT

in how peole COMMUNICATE, INTERACT,
and SHARE experiences and information
SOCIAL MEDIA DIFFERENCE
SOCIAL MEDIA DIFFERENCE

Social media is different than traditional

media due to

• social interactivity
• openness and flexibility
• fast-paced flows of information
• constant innovation and evolution

Source: easymedia
WHAT IS
SOCIAL MEDIA MARKETING?
WHAT IS SOCIAL MEDIA MARKETING?

Social media marketing leverages social interactivity among consumers with

fast-paced flows of information – lightening speed

When considering social media marketing, focus on how marketing activities

can create value for companies and increase brand awareness and slow the
process
INTERACTIONS FIRST,
CHANNELS SECOND (text concept)
INTERACTIONS FIRST, CHANNELS SECOND

IFCS (interactions first, channels second)

Interactions: Which entities (customers, companies, or both) are involved

Channels: Facebook, Twitter, Pinterest, Instagram, Snapchat, etc.

EXAMPLE:
DIGITAL TRANSFORMATION
AT DISNEY WORLD
CASE STUDY

(Chapter 13)

A look at Disney World’s introduction to

wearable devices—wristbands—in 2014
Pre-class Case Questions

Can the MyMagic+ platform be considered a success? Define what a success is

and state why in your answer.
 
How can Disney assess whether they are recouping their $1b investment?
 
Should Disney expand the use of MyMagic+ to its other theme parks? Back up
your answer. 

 
Case Questions for Breakout

Let’s pretend that the IT department brought in representatives from the

Guest/Customer Service and the Marketing, Sales, and Communications departments.
1. How would the outcome of the MyMagic+ program be different from what it was?
Think: shift in focus.

Discuss these two pre-case questions….

2. How should Disney leverage this technology and date to enhance the guest
experience? What could the do next?
3. Any concerns with Disney collecting so much personal guest data through
MyMagic+?

Everyone record the group’s responses so you can participate in class.

https://www.bizjournals.com/orlando/video/6082077190001
2014: Wear a wrist ban and use it during your entire
stay…
Find friends in the park

Take advantage of fast passes

Buy food and drinks

Buy much needed items

from the gift shops
How we felt at checkout..

Pearce: “I want to live here.”

Julia: “I need to make sure I

sent my friend group my pics
and posted on snapchat.”

Me looking at my bill: “Bad

idea letting kids have unlimited
charging power with the tap of
a wrist.”
And today…
MaxPass, FastPass, and FastPass+ will officially be retire?
● Yes. Disney Genie replaces it all.
Disney Genie Service Overview – The “New FastPass”
[2023]