A new Decade of Growth for Social Media Marketing

In the past five years, more and more people building up their social network for connecting with their friends, sharing their interests or updates within their own network through the internet platforms such as YouTube, Facebook, Twitter, Blog etc.

All these platforms are contained a lot of information that can be gathered, analysis, also the organization could well use of social media channel to stay connected with their customers or potential target audience and deliver the marketing message with lower cost than traditional marketing.

And also Social Media Marketing is the best and cost effective way for brand image building and customer relations management because an organization can shape their target audience’s mind and will help them manage and grow their networks on these communities.

Moreover, it is easier and faster to spread the message on Social Media Platform by new features of sharing function. By this reason, people is more willing to tell his or her friends what they like, or what are they doing by sharing on Social Media platform by one click.

估唔到仍有千多人會睇呢個網~~

Importance of social media marketing management of theme park (example: Universal Studio, Walt Disney World, Hong Kong Ocean Park)

Social Media Marketing of Theme Park

Management of social media marketing tool is a long term work but very important. We need time to gather supporter but destroy a brand in a minute. If we do not keep a good management of our social media tools, it will be a boom to destroy the relationship with our supporter.

Like Universal Studio, it’s Facebook fans page provide updated promotion message but no response for fans’ message and question, it lose interactive and 2 way communications, can not function social media marketing. Some times later, supporter will lose their interest of the fans page.

We should keep limitation of the function of the page, guide people where to ask question, centralize questions and have a good management of operation the page (keep update information, answer question, monitor fans’ opinion).

Here are some good examples of social media marketing of theme park:

Walt Disney World Facebook fans page: https://www.facebook.com/WaltDisneyWorld

Hong Kong Ocean Park Facebook fans page: https://www.facebook.com/hkoceanpark

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Social Media Marketing of Theme Park

Facebook failed in China

Even social marketing is effective and efficient with lower cost, but some limitations and cautions we must be consider. For example, Facebook and Twitter are successful over the world, but those are blocked to access in China. Most sensitive topics and contents are blocked and “He Xie” by China government. Although there are few illegal methods to “Fan Qiang” to access those blocked websites, government policies affect the effective and efficient of social marketing strategies. For example, Shenzhen Window of World had been create fanpage in Facebook, but there only 25 “like” it which represents that Facebook ad may not work in China.

Are there any social marketing tools replace Facebook in China? Yes, Weibo acts as Twitter that allows receiving information after they subscribe as a Weibo fans. When there are any new events or promotion, the fans are received immediately and draw their attentions. Since the contents may be “He Xie” by China government, we need to carefully to consider and issue any kinds of information. Otherwise, the account may be “He Xie” which is the limitation of social marketing in China.

Even though most Chinese are “Fan Qiang” to access different websites to receive information, the popularity of Facebook or Twitter may not as effective as using Weibo to promote locally. At the end, social marketing strategies are working locally by Weibo and internationally by Facebook, Twitter and Youtube. 

Theme Park Review: A Brand of Theme Park Travelling Doing Amazing Social Media Marketing

Today, we are going to introduce "Theme Park Review" - Theme Park Review changed from a traditional traveling agency which selled traveling tour, and  it is now a brand which sells diversified products, such as DVDs of rollercoasters experiments, clothing, loyalty scheme and also the traveling tour of theme parks. There are marketing strategies are excuting very well.

We will concentrate the part of social media marketing, they have several features related to soical media marketing:

1. Forum

2. Facebook Fan Page

 3. Youtube 

4. Community - Club TPR

Finally, leading sales: TPR Store and created a new media between the travellers and theme parks.

After I finished this case study, I really want to join them to have a fun and exciting theme park trip. Let's go!

Excellent Theme Parks, Social Media Block is Broken by ChimeLong Quality!!

In fact, ChimeLong does not have official any fan page in Facebook or official vedio uploaded in Youtube such banned social media.

However, when you search “ChimeLong” or “長隆” (ChimeLong traditional Chinese) in those banned channels out of China, you also can have search results. The number of them is not less!!

It is because ChimeLong use the right 4Ps to let its attendees to generate their own idea and opinion about ChimeLong in the internet outside of China. When they enjoyed the trip there, they will find ways to share this experience in their familiar social media channels. The most common foreign channel must be Facebook, Youtube or Twister. In China, Facebook and Youtube are banned and the micro blog in China is almost monopoly by Sina Weibo, those channels can let ChimeLong to reach the global citizens.

To conclude this funny phenomenon, the suitable explaination must be the good 4Ps of ChimeLong so that the attendees will to try it, enjoy it and share it. Before to think about how to leverage the social media, please ensure the 4Ps of the business first!! 

Takahisha at Fuji-Q Highland: Using Youtube to Generate the Media Exposure for the World Steepest Rollercoaster

A new exciting rollercoaster "高飛車 Takabisha" has been launched in Fuji-Q Highland on July 16,2011. Takabisha is the world steepest rollercoaster and it drops at 121 degrees.

There are over 1 million people have watched the above Youtube clip from July 8, 2011, most of them are shared by friends from the social media. With the large amount of sharing, the impression and click rate are very high, and then, Fuji-Q highland attracts the reports by traditional media.

This is very successful and efficient method for Fuji-Q Highland to generate the media exposure of the new facility, especially oversea media. For example, the most popular newspapers in Hong Kong, Oriental Daily, Sun Daily and the Apple Daily have also reported the launch of "高飛車 Takabisha" and quoted the Youtube clip also. Since the reports by traditional media, more audience can be reahced and leading sales finally.


Reference Link:
http://orientaldaily.on.cc/cnt/china_world/20110710/00180_027.html
http://the-sun.on.cc/cnt/china_world/20110710/00423_030.html?pubdate=20110710
http://hk.apple.nextmedia.com/realtime/art_main.php?iss_id=20110616&sec_id=10793140&art_id=50021167
http://www.washingtonpost.com/business/technology/takabisha-japan-gets-worlds-steepest-roller-coaster-videos/2011/07/12/gIQA0ztOAI_story.html

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Use hot topic/ hot news, like theme park accident and High speed rail accident in China, to increase theme park exposure

Social Media Marketing of Theme Park

Social media marketing rely on buzz marketing, word of mouth (wom) to spread message out onto internet. The key of success is “sharing”, create a popular article/ photo/ video to attract people reading/ watching and share it to friends. Of course, the article/ video should be related to your brand and it is interesting or hot enough.

Like “theme park accident” , “High speed rail accident in China” is the hottest news topic in Google, Universal Studio would use these topics to make an article/ video to promote the safety of its attraction, it can capture reader’s eyes and improve the perception of Universal Studio. However, we should be very careful to manage those hot news topics, do not make a very direct mention of it, metaphor is a good way avoid negative affect occur.

Example of other hot key word for theme park: coupon, ticket discount, tick package, park guide, special event 2011, new attraction

search result of “High speed rail China”

search result of “theme park accident”

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 Social Media Marketing of Theme Park

Why Social Marketing is important?

Social marketing is one of effective and efficient marketing strategies to promote products or services to target audience locally and internationally. Since service is intangible, such as tourism, social marketing helps to convert those intangibles to be more attractive and communicate to the target audience. Facebook, Twitter and Youtube are few examples of famous social marketing tools.

How can those marketing strategies help to promote an amusement theme park? I use Shenzhen Window of World and Youtube as an example to explain its functions. Youtube is a free platform to upload and share video to the public. Shenzhen Window of World may invite media production house to produce video clips to introduce about Shenzhen Window of World and upload to Youtube. Also, when there are new dancing shows or other kinds of events, a short trailer in Youtube may attract public awareness and draw attention to the events. Creating Facebook fanpage and getting Twitter followers also contains those functions which using words of mouths to spread the promotion messages to target audience.

How is social media marketing (tools: Facebook, Twitter, Youtube) important for Universal Studio (the biggest competitor of Disney?) to promote it’s theme park, attraction and ticket?

Social Media Marketing of Theme Park

Universal Studio is one of the popular theme parks in the world, to keep the relationship with existing customer and expends the market share, online marketing and social media marketing is a very important way to get closer with customer and build relationship without geographical limitation.

People rely on internet for searching information (like ticket discount, new attraction, playing guide/ tips, show schedule) before their trip to Universal Studio; therefore we should use some popular social media platform, like Facebook, Twitter, Youtube, to provide information, promote and build relationship with customer, create exposure, word of mouth and spread the message/promotion to others rapidly and easily. We all understand that it is much more powerful of word of mouth and referral among people network because of the trustworthy.

However, we should think about that, how should we use the social media platform, fan page of Facebook, Twitter post, Youtube video successfully and effectively? How to measure the result? Only create voices of your page/ post = success?

Example:

Facebook fan page of Universal Studios Florida

https://www.facebook.com/pages/Universal-Studios-Florida/43832948473

Twitter of Universal Studios Florida

http://twitter.com/#!/UnivStudiosFla

Video on Youtube of Universal Studios Florida

http://www.youtube.com/results?search_query=universal+studios+fun&aq=f

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Social Media Marketing of Theme Park

Best Theme Park in China - Shenzhen Window of World

Shenzhen Window of World is one of the largest popular tourist amusement theme parks across the country where is exceptionally assembled in the 480,000 square meter. This amusement theme park consists of the marvelous sights of the world, natural landscapes, and over 130 scenic spots such as folklore and social fantastic world. Most tourists can find much pleasure.

Shenzhen Window of World is well divided into eight scenic areas. Each scenic areas have their own characteristic scenic spots. For examples: The World Square collects the different cultures around the world which act as a dynamic album of different special spots showing in your eyes. Besides interesting scenic spots, Shenzhen Window of World organizes lots of dance performances and variety shows. Start from 18 June to 18 September, Shenzhen Window of World organized International Beer Festival inside this amusement theme park where tourist enjoys different categories of entertainments and worth to spending a whole day in here.

Walt Disneyland : Online Marketing on Facebook

Another online channel that Disneyland are using for marketing purpose which is Facebook.

Facebook now has become largest social network platform and more than 750 million active user in 2011.

How Walt Disney use Facebook as a marketing channel to trigger their audience? In fact, Disneyland created a fan page on Facebook, now over 10, 275, 500 people became their fan and receive the Park’s updates from time to time.

On Disneyland fan page, they continues uploads photos, videos, blogs which delivers special angles to their audience about the Park.

And also, they posts some event schedule, latest promotions information and also respond to the comments from fans or provide some suggestion / ideas etc.

Walt Disney has built strong connections with their audience through Facebook with photos, video, blogs and personal response; it’s easy to spread the message through Facebook to reach their fan around the world


Statistics : http://www.facebook.com/press/info.php?statistics
Disney Official Fan Page : http://www.facebook.com/Disneyland?sk=wall

ChimeLong and Disneyland had their own social media communication survive ways. Different target market due to different social media limitation!

In China, the freedom of speech is not high. A lot of famous foreign internet social media channels such as Facebook, Youtube are banned there. It is adding the difficulty for China theme park to communicate with global citizens due to cannot do social media marketing actively in popular channels. Comparing to Walt Disney, Disneyland can use so many popular channels to inform its audiences.

How can ChimeLong fight back to Disneyland?? Although China banned certain famous foreign social media, China is also allowing other media for netizens to generate their opinion. For example,

1.          QQ

2.          Weibo

3.          Renren.com

4.          KaiXin.com

5.          Forum in official wedsite. 

Those media are allowed by Chinese Government to let ChimeLong to do social media marketing. However, why can we search the result of ChimeLong in the banned channels??

It is because the foreign ChimeLong attendees had post their own experience in the banned social media outside of China!! That is the real user’s opinion and experience!! The credibility is much higher than the official advertisements!!  

Theme Park in China ChimeLong Water Park is very different from Disneyland.

Disneyland is emphasizing its fantasy magic experience so that Disneyland does not have a lot of exciting mechanical rides. Disneyland also has a lot of cartoon characters, but ChimeLong Water Park only has a Tiger character.

In my opinion, these different comes from cultural different. As Disneyland is a world brand, it is aiming at the world customers. The standardized characters are essential.

And its position is fantasy experience, so it does not have a lot of exciting mechanical rides.

The ChimeLong Water Park is aiming at Chinese residents. It is emphasizing its exciting facilities. The entertainment objective is more important than fantasy experience. You may see the video below~

However China has a lot of conversation limitation, especially in the internet. Famous social media channels such as Facebook, youtube are banned by Government. So Chinese Chimelong only focuses on the allowed channels such as renren.com, weibo.com or kaixin.com. So to reach the globalization audience, Disneyland is more successful than ChimeLong.

Walt Disneyland : Online Marketing on YouTube

Walt Disneyland is an international resort destination creating magical memories for Guest of all ages.

To compete with its competitors and maintain its leadership, Walt Disneyland Resort employs different Social Media Channels to promote its marketing campaigns and building relationship with its customers.

They created a channel called “DisneyParks” on famous video sharing platform – YouTube since 2006. Over 700 videos uploaded on YouTube that includes attractions introduction, Funniest experience, special event review etc.

These videos trigger their audience by visualize and vivid image of the Park; in order to increase the interactivity with its customer, they invite their visitor to share his/her Disney Memories by video clip. Also they provide subscription function for their audience and keep them informed about the Park.

Herewith some information about Disney Parks YouTube Channel

1. Ranked #12 of Most Subscribed (All Time) – Sponsor in United State;

2. Accumulated over 23,000,000 views;

3. Over 43,000 Subscribers

They gained a public awareness of the Park and well use of characterise of video to promote their Park around the world.

DisneyParks's Channel : http://www.youtube.com/user/DisneyParks

Which Social Media Channels Should Be Using ...

In August 2008, NP360 created their YouTube channel “www.youtube.com/user/ngongping360hk”. However, they haven’t been widely used since last May 2011 for their launch of “Drumpoline Music Carnival”. The video has only received 145 numbers of views, and there are only 5 people subscribed their channel. Meanwhile, their channel did not lead the viewers to join the “Drumpoline” campaign. And the above numbers show that NP360 didn't use YouTube to social or connect with their visitors probably.

The Social Media Channel of Ngong Ping 360 (www.facebook.com/np360)

It has become important to have a presence on social channel. In addition to their official webpage www.np360.com.hk, NP360 has created their Facebook fanspage and taken their own Facebook username www.facebook.com/np360 since September 2006. They have been actively using Facebook to promote their special announcements, events and promotions. And the most important thing is getting feedbacks and interacting with their visitors and fans.

There are quite a lot fans left messages in their wall, not just promotional messages posted by NP360. Those fans are not just from local, there are some from mainland and overseas. It has becomes an important and common way for visitors to raise their concerns or inquiries before they plan their visit to Ngong Ping Cable Car.

A new Decade of Growth for Social Media Marketing

In the past five years, more and more people building up their social network for connecting with their friends, sharing their interests or updates within their own network through the internet platforms such as YouTube, Facebook, Twitter, Blog etc.

All these platforms are contained a lot of information that can be gathered, analysis, also the organization could well use of social media channel to stay connected with their customers or potential target audience and deliver the marketing message with lower cost than traditional marketing.

And also Social Media Marketing is best and cost effective way for brand image building and customer relations management because an organization can shape their target audience’s mind and will help them to manage and grow the networks on these communities.

Moreover, it is easier and faster to spread the message on Social Media Platform by new features of sharing function. By this reason, people is more willing to tell his or her friends what they like, or what are they doing by sharing on Social Media platform by one click.

What is Social Media Marketing?

"Social Media" - an important channel for both organizations and individuals to connect or share with others nowadays. People are attached by a lot of buzz words everyday. How many times did you "Like", "Tweets", "Follow" and "Share" a fanpage or a post today? 

Social media marketing is the process of marketing through social media sites like Twitter, Facebook and YouTube. By utilizing the social aspect of the web, social media marketing is able to connect and interact on a much more personalized and dynamic level than through traditional marketing.

A social media marketing strategy can be as simple as having a company blog, a Twitter account, or attaching "Digg This" and "Tweet This" tags to the end of articles. It can also be as complicated as having a full campaign that encompasses blogs, Twitter, social networking and viral videos through YouTube.

Source: http://webtrends.about.com/od/web20/a/what-is-social-media-marketing.htm

The Power of Social Media for Marketing in Theme Parks

How powerful is the social media? In an internet age, the new sequence of activities in the buying process is: Awarness -> Search -> Evaluation -> Decision -> Share. "Word of Mouth" takes a very important place here, it is because people trust the shares from their friends and the bloggers more than the ads.

If someone is planning a trip of theme park, they will search the comments from their friends and also the internet at first. After the trip, they would like to share their experience and comments to their friends and also the internet. Social media allow people have a channel to seek their friends' comments by internet.

Different to traditional marketing tool, social media is a FREE channel for marketing and covers unprecedented large populations in worldwide.

Here are Top 10 Most Popular Social Networking Sites in 2011:

 1.   Facebook     - approximately 700million users

 2.   Twitter          - approximately 200million users
 3.   LindkedIn      - approximately 100million users

 4.   MySpace      - approximately 80million users
 5.   Ning              - approximately 60million users

 6.   Tagged         - approximately 25million users

 7.   Orkut            - approximately 15million users

 8.   hi5                - approximately 11million users

 9.   myyearbook - approximately 7million users

 10. Meetup       - approximately 7million users

Up to July of 2011, total population of the Earth is 6,950million people. As more than 10% of total populations being the user of Facebook, there isn’t any other traditional media can rival the audience reach of Facebook.

So, Social Media is definitely a key marketing channel of theme park.

Reference Link:

http://www.ebizmba.com/articles/social-networking-websites

http://www.census.gov/population/international/