Wardle discusses the impact social media has had on marketing Disneyland Resorts in the digital era.
Disney launched their podcast for their 50th anniversary and Duncan Wardle, Vice President of Walt Disney World and Global PR for Disney Parks, speaks to Eric Schwartzman about why Disney believes that credibility is more important that control and why you have to open a dialog with your customers.
This podcast was recorded at the PRSA Conference 2007.
Why does Disney, one of the most recognized brands in the world, need a podcast? People want their news their way, says Wardle. It is possible to give people a peek behind the curtain and engage them without giving away the whole story, says Wardle. Disney sees the way that people spend their leisure time as their competition and they’ve realized they need to adapt to online, social media and mobile technologies to capture the attention of their guests.
Consumer dialog is the new way – engaging in conversations and encouraging brand evangelists is the way to go.
Wardle’s advice:
Accept change, embrace change
The newspaper industry has 3 – 5 years left. The 6 pm news has less than that. If we think we are going to reach our audiences through these channels at a time when their audiences continue to diminish, we’d better think again. We are placing stories in outlets that are dying..
The news industry is scrambling right now. News outlets will take online content that they won’t use in print or broadcast, so there is an opportunity to supply great content. And a real opportunity to start your own direct dialog with people with online media and technologies
Wardle says Disney believes that in 3 – 5 years consumers will screen out brands they don’t find relevant. They want to engage in technologies that allow them to start and continue conversations with their guests.
