All posts by natalieelysephotography

ADT Home Security Systems – Natalie Wilkinson

What they do:

ADT is a nationwide home security company that provides alarm and sound systems that greatly aid in home protection.

YouTube:

ADT has a strong YouTube presence.

They have been on YouTube for 4 years.

Typically, they post around 3-4 times per month, which is fairly consistent and often for a YouTube channel.

Their videos range from testimonials to announcing their newest technology (and of course their commercials.)

The commercials are their most popular videos, which makes sense because people could see them on TV, then search for them on YouTube. This is a good way to bring people to their YouTube channel, though. Additionally, these commercial videos are only about 15 seconds, which makes them easy for people to watch.

After commercials, the next most popular videos on their channel are about their new technologies, specifically apps. Ranging from 15 seconds to 1 minute, these videos are also short enough for people to watch quickly. With these, the little bits of information given leave viewers wanting to know more about the apps, which leads them to the ADT website for more information.

Overall, through YouTube, ADT’s goal is to create conversions. The videos are all linked to their website, and they all currently have a clickable text box that enters the video when it begins that says “ADT Limited Time Offer” and gives the link to the ADT website.

Pinterest:

The ADT Pinterest page is extremely well thought through and organized.

Instead of simply just pinning their own content, their pinterest is focused around being safe in a more general sense, not just home safety.

For example, they have boards called “Hurricane Safety,” “Holiday Safety” and “Safety Tips For Parents.” These categories have pins that go beyond talking about safety within the home.

Additionally, they have categories that are more general but are clearly encouraging the purchase of an ADT system. The “Moving?” category has information for people in the process of moving homes. These are people ADT would want to target because they can install an ADT system in their new home. Also, there is a “Vacation Safety” category. If someone is worried about vacation safety and wants to see these tips from ADT, they probably will also want to keep their home safe while they are on vacation, which is where having ADT comes in to play.

Overall, ADT uses their Pinterest page to show followers that they are experts and knowledgeable about safety in general, so they can be trusted to keep homes and businesses safe.

Case Study #1 by Natalie Elyse Wilkinson

disney-parks-blog

Name of business:

The Walt Disney Company, focusing specifically on the Disney Parks Blog.

This blog is specifically focused on blogging for Disneyland resorts, Walt Disney World and Disney cruise lines for The Walt Disney Company, which calls itself a “mass media” corporation.

Audience:

The Disney Parks Blog is targeted towards two categories of people. Firstly, this blog is for adults planning a vacation to one of the Disney parks, resorts or cruises.  This includes adults planning trips for themselves, for their families and kids, etc. Secondly, this blog is for Disney Parks enthusiasts.  These are the people who want to constantly be updated on events and happenings at the Disney vacation locations, even if they are not in the process of planning a trip to one of these places.  Surprisingly, this blog is not trying to reach children, as it seems that a Disney blog would; it focuses on reaching people who are old enough to be able to plan a trip to one of the Disney locations.

Blog Content:

This blog has 39 different categories that their posts are filed under, which shows how much content variety this blog has, even though all the information still centers around the Disney parks, resorts and cruises. Some examples of categories are “Disney Dining,” “Behind the Scenes” and “Disney Vacation Club.”

Their content keeps people scrolling through their blog because of how creative it is.  Instead of only posting photos or text, the bloggers use many different means to present their information.  For example, there are videos of new attractions, “caption this” contests, travel tips, gifs, photo galleries of past events, basic news updates, polls, etc.  The list of ways in which they present content could go on for quite some time.

Although there are different categories, they almost seem unnecessary, and the sidebar to choose different categories is not extremely obvious if you’re not searching for it.  The content presented on the blog is so colorful, entertaining and has such a wide variety that it keeps readers looking through it, reading information that they may not have initially been searching for.

Blog Updates:

On week days, the blog is updated an average of 5 times per day (based on data from the past 14 week days the blog has posted.)  However, the blog is sometimes updated over 12 times in one day!  On Saturdays and Sundays, the blog is updated less frequently, averaging 2 posts per day.

Story Telling and Brand Journalism:

The Disney Parks Blog tells the story of how the Disney vacation locations are constantly evolving, are always vibrant and are simply great and fun places to be. By reading the blog’s posts, it is evident to readers that the Disney vacation spots have something for everyone, which is where brand journalism comes in.

This blog provides so much content variety that there is most likely something that appeals to all readers, whether they are already planning a trip to a Disney location or are just Disney enthusiasts. The content is geared towards making these people have a strong desire to go to Disney.  For example, if someone was considering planning a Disney trip and stopped by the blog, the blog’s tips and updates on events, as well as in-depth information about happenings at the vacation spots, would encourage the reader to go ahead and book their trip.  Likewise, if a reader was just a Disney enthusiast, the content would feed their love for Disney and likely cause them to start considering a trip to Disney. I know I definitely fell into that second category.  After reading the blog, I feel like I know so much more about all the amenities, events and secrets of the Disney parks.  So, I now really want to go to one of these places since I feel like my experience there would be made even better because of reading this blog.