Thrill Tracker

BUILDING A SOCIAL NETWORK TIFFANY ADAMS

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BRITTANY STROZZO

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LAURA WHITBECK

DMGT 720

SUMMER 2015 Savannah College of Art and Design Professor Kwela Hermanns

TABLE OF CONTENTS (LAST PART TO COMPLETE) Introduction Project Overview Meet the Team Gantt Chart Project Plan User Analysis User Groups Secondary Research Personas (Teen, Young Adult, Adult) Primary Research Survey Results Interiew Process Business Model Customer Segments Value Proposition Customer Relationships Key Resources, Activities, Partnerships Cost Structure Business Model Canvas Analysis (Charts, Opportunities, & ABCQ's

Defining the User Visualization Design Research Ideation Design Relevance Site Map Prototyping & Branding Concept Design Prototype (Design & Video) Network Sales Pitch Video Appendix A Competitor Analysis 17 Step Process Chart Empathy Maps Working Wall Appendix B Preliminary Social Network Analysis Disney Weddings Disney Fit Sources

THRILL TRACKER IS A MULTI-SIDED PLATFORM DESIGNED TO CONNECT THEME PARK AND AMUSEMENT PARK LOVERS THROUGH THE ART OF FRIENDLY COMPETITION AND RECOMMENDATIONS BASED ON PREFERENCES. For the Theme Park enthusiast who wants to connect with friends of similar interstes, keep track of their thrilling adventures, and optimize their theme park experiences. Thrill Tracker, our social network, will recommend friends to challenges, help them conquer new attractions, and plan their steps throughout the day. We do this by matching you to friends and attractions based on your favorites and preferences. Thrill Tracker also optimizes your day through wait time analysis and park maps to plan your recommended attraction quest. Unlike Facebook, Instagram, and Coaster Count, our social network brings the human element to life through the connection of friends who have similar interests and recommends plans based on health and fitness preferences. We also leverage existing social media to keep your friends who don't use Thrill Tracker in the loop through the posting of updates and photos.

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PROJECT OVERVIEW This project is based on the development of a business plan that is meant to create a new social network which targets a specific niche within a market that currently exists. The goal of this concept is to appeal to and engage the given target market in such a way that they benefit from the development of this new social network in any given social or business environment. The network includes: user segmentation, social networking, knowledge sharing, branding, and marketing. This project is a team collaboration where all students organize, develop, and submit combined deliverables for the given project using various collaboration tools.

EXPECTED OUTCOME

In creating this social network, our group aspires to create an interactive process in which the consumer can engage freely but also gain a benefit from the overall usage. Centering around a theme park or amusement park is the start of envisioning a piece that will allow users to interact with one another, share ride experiences, as well as join in on challenges that allow them to engage in the park with friends and family. The outcome will give consumers an more enjoyable, and user friendly, park experience while giving investors the ability to market new items, direct traffic to different areas within the park, and other such specatacular features allowing everyone to connect at the touch of a finger.

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MEET THE TEAM

TIFFANY ADAMS

BRITTANY STROZZO

LAURA WHITBECK

MA. DESIGN MANAGEMENT

MA. DESIGN MANAGEMENT

MA. DESIGN MANAGEMENT

Beginning her career in various customer service and marketing roles for companies such as Bank of America and Cisco Systems, Tiffany Adams learned she had a passion for problem solving and design. After returning to school to study graphic and web design, Tiffany found her passion really was for User Experience Design. She is now on the Experience Design Team for Walt Disney Parks & Resorts where she designs user focused mobile and web applications. Anyone can design an experience, but a great experience, takes someone with experience in UX.

Brittany currently lives in DeLand, Florida and works as a Graphic and Web Designer for Stetson University's Marketing Department. She has over 5 years experience working in publsihing, production, freelance, and various universities. She has a BFA in Graphic Design from Georgia Southern University and currently obtaining her MA in Design Management from the Savannah College of Art and Design (SCAD). She has always had a passion for the more artistic fields and found her nich once she discovered the ability to incorporate technology and her articitc talents in order to deliver a meaningful messages.

Laura lives in Orlando, Florida where she works for Walt Disney Parks and Resorts as a Safety as a Safety Communications and Integration Manager. Laura leads a team of graphic designers and writers to create marketing materials, brands and collateral for Disney's employeefacing safety information, Guestfacing safety information (www.

DisneyWildAboutSafety.com) and the business-to-business safety technology marketing (www.DisneySyncLink.com).

Laura has three prior degrees (BS in Architecture, BFA in Creative Drawing, and an MBA),along with holding a certification in Project Management Professional (PMP).

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GANTT CHART DURATION (WEEKS)

JUN 21 JUN 28

Actual

JUL 5

JUL 12

JUL 19

JUL 26

AUG 2

AUG 9

Planned

AUG 16 AUG 23 AUG 30

PART 1: NETWORK ANALYSIS Contextual Design Inquiry Gantt Chart Working Wall PART 2: NETWORK DESIGN DEVELOPMENT 3 Social Media Concepts 4 User Groups for Each Concept Select Final Concept Create Design Strategy PART 3 DEFINING NETWORK USERS Conduct User Research Surveys Create Empathy Map Define User Groups User Analysis, Marketing Strategies PART 4: COMPETITOR RESEARCH & ANALYSIS 2 Business Model Canvas Compare/Contrast Competitor Findings PART 5: BUSINESS MODEL GENERATION 1 Large Scale Buisness Model SWOT Analysis, Summary, Recommendations 5 Minute Video Pitch of Network PART 6: DEFINING YOUR USERS NEEDS Create Empathy Maps Document Site Components PART 7: PROTOTYPING & BRAND DEVELOPMENT 5 Minute Presentation Part 8: Network Sales Pitch 3-5 Minute Video Presentation of Project Part 9: Process Book

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DEFINING NETWORK USERS

USER ANALYSIS OVERVIEW

Theme park enthusiasts can now track their visited attractions simply through the Thrill Tracker. The Tracker allows you to plan and track your next adventures, rank favorites and organize comments and notes for each thrill. The Thrill Tracker also lets you tell others about your experiences and learn what other attractions you may enjoy through fellow enthusiast ratings.

MARKET ANALYSIS - THE PROBLEM

Few social networks are available that focus on Theme Parks where you can get user ratings and reviews for rides and other various theme park attractions in real-time that also gives categories for rides and rankings that help answer any ride questions. Even though some apps and networks exist for roller coaster enthusiasts (coster-counter.com), they do not include larger parks with other types of attractions and rides. There are 270 parks throughout the United States that have 786 different roller coasters, which does note even include their other attractions. This means there is a larger number of visitors (i.e. 18.6 million people flocked to just Disney World in 2014) who could use a social network that is Theme/Amusement Park based.

FEATURES

• Browse Theme Park attractions an sort by intensity, ratings or locations. Each attraction profile includes photos, history and others public comments and interactions.

• Track your visited attractions and create a bucket list for future rides.

• Rank your visited attractions.

• View global attraction rankings.

TARGET AUDIENCE

Primary users are Teens (13-18) to Young Adults (18-24) who are theme park enthusiasts.

MISSION

Track, rank, and share visited attractions for theme park rides and attractions.

• Leave comments, photos, and share your quests with others and even post your greatest hits list quickly to your other social media networks (i.e. Facebook).

• Create a ride book (partnership with Shutterfly) which includes photos from each ride, along with your pictures, comments, and rankings.

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DEFINING NETWORK USERS

USER GROUPS TEENS

YOUNG ADULTS

• DEMOGRAPHICS: Ages 13 - 18, minors of households

• DEMOGRAPHICS: Ages 18 - 24

• OCCUPATION OR INDUSTRY: High school students

• OCCUPATION OR INDUSTRY: College Students, Recent Graduates, or Young Professional Adults

• CURRENT COMMUNICATION METHODS: Smartphone, SnapChat, Instagram, Facebook, Twitter • EXISTING NETWORKING STRATEGIES AND INDUSTRY STANDARDS FOR INFORMATION SHARING: Teens use a variety of social networks to feel connected to society; showing which theme parks and attractions they ride would be a way to show statuses that would be highly appealing to this age group. Industry standards for information sharing in this age group are dependent upon parental involvement; for some teens they would be happy to share every detail of their experience, for other teens they may only be able to share after they complete the experience.

• FUTURE COMMUNICATION AND NETWORKING NEEDS: As this user groups matures out of the care of their parents, they would need additional funding in order to continue frequently visiting amusement and theme parks.

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• CURRENT COMMUNICATION METHODS: Facebook, Instagram, Twitter • EXISTING NETWORKING STRATEGIES AND INDUSTRY STANDARDS FOR INFORMATION SHARING: Sharing information about which attractions or rides this audience has experienced would be encouraged and frequently occurring. Visiting amusement parks is an opportunity to be greatly looked forward to in this age group so it would be a very high point to share with their peers.

• FUTURE COMMUNICATION AND NETWORKING NEEDS: This group will continue to add their scores of total rides and attractions as they are experienced which will lead to an expanding network as they acquire more experiences.

DEFINING NETWORK USERS

USER GROUPS MATURE ADULTS

• DEMOGRAPHICS: Parents with teen to adult children; Adults (Ages 25+) • OCCUPATION OR INDUSTRY: Professional careers, able to support teenagers and take their families on vacations ranging between two and five thousand dollars.

• CURRENT COMMUNICATION METHODS: Facebook, Email, Mailed Letters • EXISTING NETWORKING STRATEGIES AND INDUSTRY STANDARDS FOR INFORMATION SHARING: This audience has a high history of information sharing, but a slow user acceptance rate. There are some early adapters within the category, but many of them are slow adapters and have adopted the technology to best monitor and communicate with their children. This even applies to adults that do not have children but just enjoy to be a child at heart.

• FUTURE COMMUNICATION AND NETWORKING NEEDS: These adults are looking to keep up with their friends that have moved away and to monitor social media use of their children. They share openly about where they go but may or may not have the sense of competition that their children share around collecting ride experiences or communicating via social networks.

ANNUAL PARK PASS HOLDERS • DEMOGRAPHICS: Adult couples • OCCUPATION OR INDUSTRY: All occupations, but all share the commonality of following their theme park brand as a significant fan base. These annual pass holders are most likely to attend conventions, join online fan sites, or be active reviewers of ride experiences online.

• CURRENT COMMUNICATION METHODS: Facebook, Email, Twitter, Instagram • EXISTING NETWORKING STRATEGIES AND INDUSTRY STANDARDS FOR INFORMATION SHARING: Sharing information about which attractions or rides this audience has experienced would be encouraged and frequently occurring. Visiting amusement parks is an opportunity to be greatly looked forward to in this age group so it woudl be a very high point to share with their peers.

• FUTURE COMMUNICATION AND NETWORKING NEEDS: These adults are looking to communicate with each other to learn the best times to go on attractions as well as the fine detail updates that they would go back to see many attractions.

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SECONDARY RESEARCH 12 | THRILL TRACKER

DEFINING NETWORK USERS

TEEN USER PERSONAS NAME: Jamie Flynn

NAME: Michael Auragua

AGE: 16

AGE: 14

OCCUPATION: Full-time Student

OCCUPATION: Student

LOCATION: Savannah, GA

LOCATION: Clearwater, FL

SOCIAL MEDIA: Facebook, Instagram, Snapchat

LIFESTYLE: Michael is a young teen who loves roller coasters an Disney. He enjoys family trips and sharing his experiences online.

LIFESTYLE: Jamie is a young teen who enjoys hanging out with friends and family. Outside of high school, she participates in several sports and extracurricular activities such as kayaking and camping. As a full-time student she does not work and obtains income from her parents.

VALUES: Jamie values family, friends, and adventure.

INTERESTS: Jamie loves an adrenaline rush. Her hobbies include outdoor sports, hiking, and traveling with family.

SOCIAL NETWORK CRITERIA / EXPECTATIONS: • Jamie likes to share her experiences and travels with her friends and family

VALUES: Michael values family, Disney, and having a good time.

INTERESTS: Michael loves Disney and has been to Disney World multiple times. He also participates in Disney related events with his parents. Hobbies include sketching, fishing, snowboarding, and video games.

SOCIAL NETWORK CRITERIA / EXPECTATIONS: • Michael likes to share his experiences and travels with his friends and family • Uses Facebook and Instagram

• Uses Facebook, Instagram, and Snapchat

• Sharing photos/video with friends

• She shares photos/videos with friends

• Inviting friends to join events

• Invites friends to join events

• Interested in ride features, thrill levels, and reviews

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DEFINING NETWORK USERS

YOUNG ADULT USER PERSONAS NAME: Sarah Munsey

NAME: Chris Richardson

AGE: 28

AGE: 22

OCCUPATION: Teacher - Lakeside Elementary

OCCUPATION: Student - University of Central FL

LOCATION: Orlando, FL

LOCATION: Orlando, FL

LIFESTYLE: Sarah is a young adult who is a teacher during the school year and uses her summers to travel the world and get her adrenaline rush. She loves to teach her students about living life to the fullest no matter what hand you have been delt.

LIFESTYLE: Chris is a young, single adult who enjoys spending time with friends and occasionally finds time to study among his very busy social schedule. He has moved away from his hometown a few hours away to attend college but still likes to get together occasionally with friends from high school. He is currently not working full time to keep his focus on his studies and gets most of his income form his parents, loans, and working odd jobs.

VALUES: Sarah has a few close friends but loves spending time with her younger sister.

SOCIAL: Tracking of her thrills including photos; Keeping up with family and friends.

SOCIAL NETWORK DRIVERS: What drives the persona to collectively participate and contribute rich user-generated content?

A need to document her adventures through photos, comments and also share with her close friends and sister while she's on the road.

RELATIONSHIPS: What do they have in common with the other personas?

What makes Sarah unique?

Sarah is like the other personas in the fact she loves to document her adventures. She frequents the theme park more than others seem to average due to her need for speed.

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VALUES: Chris values friendships, family, and having a good time.

SOCIAL: Real time updates; Sharing activities with friends; Inviting friends to join events.

SOCIAL NETWORK DRIVERS: What drives the persona to collectively participate and contribute rich user-generated content?

Friendly competition drives Chris to keep up with the coolest and most unique things currently going on in his life.

RELATIONSHIPS: What do they have in common with the other personas?

What makes Chris unique?

As with other personas, Chris finds media a means of information and a way to keep in touch with his friends who he went to high school with or have already graduated and moved on the their new careers.

Chris is unique in the fact that he is old enough to make his own decisions and is not attached with children or a spouse.

DEFINING NETWORK USERS

ADULT USER PERSONAS NAME: Larissa Moses

NAME: Larry Donaldson

AGE: 32

AGE: 52

OCCUPATION: Middle School Math Teacher

OCCUPATION: YMCA Special Olympics Coach

LOCATION: Anaheim, CA INTERESTS: Roller coasters, height restrictions, Disney history, and Alice in Wonderland OTHER NOTES: Larissa, or “Rissa” is a spunky middle school math teacher and mother of four. Her husband is a dentist and they have annual passes to Disneyland for themselves and their children. Her favorite attraction is Splash Mountain, and she is very much looking forward to when her youngest child, Michael, is tall enough to ride it. Larissa is also a D23 member and attends the Disney conventions every time they are in town. Larissa has read and identified every one of the windows on Main Street USA and is particularly proud of when she was able to meet Marty Sklar.

SOCIAL: Facebook, Instagram SOCIAL NETWORK CRITERIA / EXPECTATIONS: • Larissa enjoys using social media to share pictures and keep up with family and friends.

• She enjoys sharing her experiences daily, expecially those involving her adorable child.

• She shares photos and some videos.

INTERESTS: Roller coasters, family events, Disney, Universal Studios OTHER NOTES: Larry is a single male who loves roller coasters and helping children with special needs. After his divorce 10 years ago, he moved to Orlando to be nearer to his elderly parents and got an annual pass to Disney to help him fill up his free time. Now, he leads meet up groups and goes walking through both Disney and Universal theme parks at least twice a week. Larry enjoys following all the Disney travel blogs and stays in touch with his extended family.

SOCIAL: Facebook SOCIAL NETWORK CRITERIA / EXPECTATIONS: • Uses social media to keep up with family and friends.

• Shares expereinces on occasion.

• Enjoys sharing location when at theme parks so others can see what he's doing and the great time he's having with his family and friends.

• Likes any network that is user friendly or has a small learning curve overall.

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DEFINING NETWORK USERS

SURVEY RESULTS

We hosted a survey through SurveyMonkey.com and yielded 100 responses.

SURVEY OVERVIEW:

The use of a web survey allows for a longer audience to be reached in order to analyze responses. Additionally, certain questions may be simple in response in order to allow for analysis across participants versus open ended interviews. Questions for the survey included asking potential users how they shared their Theme Park Experiences with others along with what they like sharing with others. The survey also asked about potential features in order to determine each person's overall level of interest.

3-4 Sites/Apps are visited to have the comprehensive experience that Amusement/Theme Park guests are seeking.

Facebook ︱ Instagram (Photo Sharing) Snapchat (Photos Sharing) ︱ Theme Park Site Search Engines

SURVEY RESPONSES CONCLUSIONS:

Based on the results, the following facts emerged based on the survey audience.

• Theme Park guests typically look at the website (or app) for the specific park in order to get more information about rides and attractions (83% responded by saying they visit the theme park site for information).

• Photos of the Theme Park experience are the most shared media formats (84% responded saying that they shared photos of their experiences).

• Today, theme park guests typically share their experiences via Facebook and in person (88% use Facebook to share experiences).

• Most individuals desired features where sharing photos/videos, planning other attractions to visit, and reading/writing reviews of attractions.

WHAT PEOPLE WANT TO KNOW - THEME PARK RIDES: • Live Ride Updates (closures, thrills, people posting about it, etc.)

• Ride Safety • Spinning or Looping • Height • Speed • Features Overall • Inspection Frequency • Ride Length • Wait Times • Fear Factor (rankings) • Thrill Level (rankings) • Height ranking in comparison to tallest coasters • Ride Preview (video clip) • Ride Restrictions (i.e. height, weight, disability, etc.)

• Ride Themes • Ride Stats • Ride Location (in park or location in regards to where you are via miles) • Safety History (i.e. has anyone been injured, has the ride broke down with riders on-board, accidents, etc.)

• Rider Reviews • Admission and Express Pass Prices

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DEFINING NETWORK USERS

SURVEY RESULTS

TARGET AUDIENCE GENDER: From the users that were interested to take the survey, they are overwhelmingly female.

TARGET AUDIENCE AGE: Although our target audience is concentrated on the younger users, our survey shows an interest in roller coasters mostly populated by working adults.

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ROLLER COASTER DEVOTION: The heaviest consumers of this app would ideally be those that go frequently to theme parks for a sustainable target audience.

DEFINING NETWORK USERS

SURVEY RESULTS

FAMILY VS. LONER: The people going to theme parks and riding roller coasters show a tendency to travel with others instead of by oneself.

PRE-PLANNING: This question revealed people get information about attractions from many different sources before making the decision of whether or not to get on the attraction.

OPEN COMMUNICATION: The riders of roller coasters showed from this question that they are happy to openly communicate about the topic of roller coasters.

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DEFINING NETWORK USERS

SURVEY RESULTS

HELPFUL FEATURES: Of the features suggested, they all rated as mildly helpful to the survey respondants.

CURRENT COMMUNICATION: This question yielded a strong reliance on Facebook from among our survey respondants.

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CURRENT ROLLER COASTER TRACKING: The current state of roller coaster tracking is that it does not sem to be something done among the users.

DEFINING NETWORK USERS

SURVEY RESULTS

MOST INTERESTED FEATURE: This question yielded some statistical preferences among the audience for which features would be most important to them in a roller coaster tracking social network. Some participants stated they lacked interest in the initial feature set presented ranging from 20-68%. This meant, some features originally conceptualized might provide more value when included with other features or when interacting with other apps.

Of those features that there was interest in, the features with the greatest level of interest included the ability to share photos from the ride/attraction that was ridden, the ability to check off that you rode a particular attraction, and the ability to read other people's reviews of the attraction before boarding.

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DEFINING NETWORK USERS

INTERVIEW PROCESS ALEXANDRA CEGLAREK 1. What is your occupation? Restaurant Manager 2. What is your age group? Young Adults (18-24) 3. What is your geographic location? Orlando, FL 4. Have you ever been to a theme park? If so which ones?

• Walt Disney World, Disneyland, Six Flags, Great America 5. How often have you been?

• 20+ times a year 6. What do you consider entertaining at a theme park?

• Fast rides, Great entertainment, Awesome food

JEFF HAWKINS 1. What is your occupation? Manager 2. What is your age group? Adult 25+

3. What is your geographic location? Orlando, FL 4. Have you ever been to a theme park? If so which ones?

• Disney's Magic Kingdom, Animal Kingdom, Epcot, Hollywood Studios, Disneyland, Knottsberry Farm, SIx Flags Magic Mountain, Disneyland CA Adventure, Busch Gardens - Tampa, Universal Studios California and Florida, Sea World San Diego, CA and Orlando, FL.

5. How often have you been?

• I would say an average of 2x per month I go to a theme park.

6. What do you consider entertaining at a theme park?

• The attractions. Roller coasters would be top, and dark rides, water flume attractions.

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DEFINING NETWORK USERS

INTERVIEW PROCESS DAN SHIN 1.

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What is your occupation? Law Student What is your age group? Adult 25+ What is your geographic location? Richmond, VA Have you ever been to a theme park? If so which ones?

• Disney's Magic Kingdom, Epcot, Hollywood Studios, Six Flags How often have you been?

• About once every 2-3 years. My family is a Disney Vacation Club member so we come to Disney on a regular basis.

What do you consider entertaining at a theme park?

• Exciting rides and overall fun experiences, parades, shows, and fireworks. Oh, and food! Food can be fun and we really enjoy looking up the unique food that comes in the theme parks.

How would a social network based around providing ride information from both the park and its riders benefit you? How would this influence your riding decision?

• A theme park network would give me up to date information about the rides, as well as opening and closing times. It would also give me an expectation of what the ride would be, perhaps including queue time, whether if it’s open or closed, the duration of the ride, the popularity index of the ride, and perhaps a more detailed description of the ride. And the location of the ride, so I know how difficult it would be for my parents to walk to the ride if we went on it together. This information would influence my riding decision because I would prioritize my rides based on the facts mentioned so I could make the most of my time in the theme parks.

What are your thoughts on a social media network that allows your to communicate with other park attendees?

• I think it would be good, because it allows me to get almost real-time opinions and information about the rids that I am interested in going on. Also, it allows me to contribute to the network by providing my own personal thoughts on the ride after I experienced them for other people.

BRIANNA MATTHEWS 1. What is your occupation? High School Student 2. What is your age group? Teen, 16 3. What is your geographic location?

• Lindenhurst, NY 4. Have you ever been to a theme park? If so which ones?

• Disney World, Sea World, Busch Gardens, Hershey Park, Six Flags, Dorney Park 5. How often have you been?

• Once or twice per year 6. What do you consider entertaining at a theme park?

• Fast rides, the scenery/themes, and gift stores.

7. How would a social network based around providing ride information form both the park and its riders benefit you? How would this influence your riding decision?

• It would be nice to reviews of consumers with photos and videos. Wait times or the best times to go to the amusement parks so I don't have to wait in long lines. I love roller coasters, so it would be cool if I received a coupon or promo code for riding the most rides.

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DEFINING NETWORK USERS

INTERVIEW PROCESS RASHAD NASH

JADA POLLETT

1. What is your occupation? Middle School Student

1. What is your occupation? High School Student

3. What is your geographic location? Los Angeles, CA

3. What is your geographic location? Pembroke, GA (Nevils)

2. What is your age group? Teen, 13

4. Have you ever been to a theme park? If so which ones?

• Legoland, Disneyland, Six Flags Magic Mountain, and Universal Studios

5. How often have you been?

• Twice a year. I usually go with my mom when school is out or during winter vacation.

6. What do you consider entertaining at a theme park?

• Roller coasters and big rides that go upside down!

7. How would a social network based around providing ride information from both the park and its riders benefit you? How would this influence your riding decision?

• I like to watch other people's reactions or see the ride on Youtube so I would like the reviews. Safety is important too so I would like to know if the attraction is working and how many times it broke. It would also be cool to see which rides are the scariest in order to figure out which rides to go on first.

8. What are your thoughts on a social media network that allows you to communicate with other park attendees?

• That would be cool! But I'm only allowed to add people on social media that I know. Maybe if it connected to my Facebook so I could show my friends.

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2. What is your age group? Teen, 14 4. Have you ever been to a theme park? If so which ones?

• Wild Adventures, Disney World 5. How often have you been?

• 5 times to Wild Adventures; 1 time to Disney World 6. What do you consider entertaining at a theme park?

• Roller coasters and Food 7. How would a social media network based around providing ride information from both the park and its riders benefit you? How would this influence your riding decision?

• It would benefit her because she uses her phone a lot; location of the rides; ride information; wait times for the rides.

8. What are your thoughts on a social media network that allows you to communicate with other park attendees?

• Beneficial to get information on the rides while she's there.

DEFINING NETWORK USERS

INTERVIEW PROCESS

ELIZABETH (BETH) STROZZO

REBECCA ROBERTS 1. What is your occupation? Student 2. What is your age group? Young Adult, 19 3. What is your geographic location? Leefield, GA 4. Have you ever been to a theme park? If so which ones?

• Wild Adventures 5. How often have you been?

• Once 6. What do you consider entertaining at a theme park?

• The Rides 7. How would a social network based around providing ride information from both the park and its riders benefit you? How would this influence your riding decision?

• It would help her decide if this is a good family park for the whole family of just for teenagers and/or adults. Also would help her determine if she wanted to go to this park or find another one. Hearing people's opinions on the park and the ride would help her figure all of this out.

8. What are your thoughts on a social media network that allows your to communicate with other park attendees?

• She believes it is a good idea so that she can get a feel for what the park offers and how they feel about her visits.

1. What is your occupation? Custodian 2. What is your age group? Adults 25+ 3. What is your geographic location? Brooklet, GA 4. Have you ever been to a theme park? If so which ones?

• Six Flags Over Georgia - Atlanta 5. How often have you been?

• Once 6. What do you consider entertaining at a theme park?

• Rides 7. How would a social network based around providing ride information from both the park and its riders benefit you? How would this influence your riding decision?

• Tell her how much it costs and how long the lines are to the rides (estimated wait times). Estimated wait times would let her know whether she'd want to wait in-line to the ride and if it was worth the wait or not.

8. What are your thoughts on a social media network that allows your to communicate with other park attendees?

• Reviews

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BUSINESS MODEL

CUSTOMER SEGMENTS PERSONAL

Customers who form a personal profile in order to track and share their experiences may are primarily teens, young adults, and adults who are amusement/theme park enthusiasts. In-app purchases will be available to extend features or participate in large scale challenges where medals or t-shirts may be earned.

CORPORATE/BUSINESS

Customers may also come in the form of corporations or businesses, which will be able to (1) directly market their experiences, products or services through subtle advertisements and (2) influence the behavior of their customers during peak operational times. In order to be approved to market through Thrill Tracker, there must be a relationship between the company and the amusement/theme park experience.

COMMUNITY ORGANIZATIONS

Community organizations can partner with Thrill Tracker in order to raise money for an event or cause. Through challenges, community organizations can gain supporters through educating other theme park enthusiasts about their cause.

CHANNELS DIRECT CHANNELS

Direct channels of distribution and communication are people who have personal profiles on Thrill Tracker. These users can help to generate new business and increase the need and demand for a amusement/theme park experience tracking social network.

INDIRECT CHANNELS

Indirect channels of distribution and communication include friends of customers who have personal profiles on Thrill Tracker who may receive an update on other social media sites such as Facebook or who may be invited to attend events/challenges by their friends.

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BUSINESS MODEL

VALUE PROPOSITION

WE ARE DIFFERENT

Customers who form a personal profile in order to track and share their experiences, primarily teens, young adults, and adults, who are amusement/theme park enthusiasts. in-app purchases will be available to extend features or participate in large scale challenges where medals or other prizes may be earned.

Corporations or businesses will be able to (1) directly market their experiences, products or services through subtle advertisements and (2) influence the behavior of their customers during peak operational times. in order to be approved to market through Thrill Tracker, there must be a relationship between the company and the amusement/theme park experience.

The thrill of the ride becomes the thrill of the chase in the form of competitive challenges with incentives.

Feel accomplished by staying informed on new attractions, ride updates and what your friends are saying.

WE KNOW HOW IMPORTANT PERFORMANCE IS TO YOU

Thrill Tracker allows users to view information and updates in real time, which means users know when their friends completed challenges before them, or exactly how many more challenges they need to complete before the day is over, and what attractions they plan on visiting.

WHATS OURS IS YOURS

Thrill Tracker provides customization through the use of avatars, by building exiciting challenges, and with the creation of personalized amusement/theme park to-do lists. users may also set preferences for sharing photos or videos through other social media outlets (i.e. Facebook and/or Instagram) as they use the Thrill Tracker app.

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BUSINESS MODEL

VALUE PROPOSITION WE ARE DESIGNED WITH YOU IN MIND

Thrill Tracker’s intuitive user interface is seamlessly integrated user experience through the inter-operability of multiple devices. The social network provides in-app communication, which provides access to device features such as the camera and location based services.

Thrill Tracker supports usability through its responsive design, quick “training” intro for mobile app, consistent navigation to be in alignment with industry standards and provides features that have become expected by users including settings, comments, sharing, and rating.

WE ARE AN EMERGING BRAND

As an emerging brand, Thrill Tracker leverages a flat, simplistic design and incorporates photos and videos of amusement/ theme park attractions that incorporate a piece of the brand specific to the experience. this allows for a simple logo for Thrill Tracker to emerge as a self standing brand, without taking away from the established brands our users love.

Thrill Tracker will maintain its brand quality through gaining the trust of users. This is done with the performance of the social network (response time), security of the profile and the use of consistent industry standards for mobile and web applications such as an overflow or hamburger menu.

WE ARE ACCESSIBLE TO YOU

Language accessibility will be supported. “Alt” tags will be used in the desktop app to assist with screen readers for visually impaired users.

THRILL TRACKER | 29

BUSINESS MODEL

CUSTOMER RELATIONSHIPS PERSONAL

Customers who have personal profiles on Thrill Tracker may manage and maintain their own profile through a flexible user interface. By using this method of self-service, the general maintenance of the application is simple and less costly from a development perspective.

CORPORATE/BUSINESS

The relationship between corporate/business partners allows for revenue generation from advertising. Corporations/ businesses also may issue challenges to users for prizes such as completing 3 rides to earn a free beverage, which can be strategically leveraged to displace overcrowding on particular attractions during peak hours.

COMMUNITY ORGANIZATIONS

Organizations may “host� special challenges to raise money for their non-profit. This is through a challenge with an admission fee.

REVENUE STREAMS PERSONAL - IN-APP PURCHASES

The thrill of the ride becomes the thrill of the chase in the form of challenges with incentives and competition. People who have personal profiles on Thrill Tracker may opt to participate in special large scale challenges. This may be from a non-profit organization to raise money for a cause or to earn a prize.

CORPORATE/BUSINESS - ADVERTISING GENERATION

Thrill Tracker leverages advertising for merchandise or services directly related to amusement/theme parks. Thrill Tracker also opens up advertising through incentive based challenges such as a theme park challenging users to complete tasks to earn a prize.

30 | THRILL TRACKER

BUSINESS MODEL

KEY RESOURCES PHYSICAL

• Data storage/site hosting • Website domain • Devices for testing

INTELLECTUAL

• Development & Database management • User interface including user experience design

HUMAN

• People who have personal profiles on Thrill Tracker • Corporations

KEY ACTIVITIES

PRODUCTION

• Social Network/App Development • Rollercoaster/Rides/ Attractions Database Development

PLATFORM/NETWORK • User Data Storage & Maintenance • Image/Attractions Database Storage & Maintenance

BUSINESS

• Generating Business through Corporate/Business Advertisements

THRILL TRACKER | 31

BUSINESS MODEL

KEY PARTNERSHIPS PERSONAL

• Customers who have a Personal Profile (maintaining trust)

CORPORATE/ BUSINESS

• Theme/Amusement Parks • Facebook (Share to) • Instagram (Share to)

INTERNAL

• Developers • Account Managers

32 | THRILL TRACKER

BUSINESS MODEL

COST STRUCTURE COST

For personal use, no cost is associated, except for in-app purchases such as participating in special challenges where medals, t-shirts, etc. may be earned. For corporations and businesses, costs are associated to advertising in a simple pay per click model, or they may opt in to provide incentives and challenges to optimize their operation.

CUSTOMER COSTS

Customer costs include in-app purchases.

CORPORATE/BUSINESS COSTS

Corporate costs may follow a pay per click advertising structure or pay per challenge acceptance.

ON-GOING EXPENSES • • • •

User/Data Storage & Maintenance Social Network/App Development Support & Maintenance Domain Name Costs Cost to Generate New Advertising Business

COST REDUCTION

For costs to be reduced, the number of participants in large scale challenges needs to increase, this allows for the encouragement of sharing the challenge with others through other social networks such as Facebook. If the user invites 5 or more friends, they are able to have their participation cost waived.

THRILL TRACKER | 33

BUSINESS MODEL

CANVAS Key Partners

Personal

Customers

Theme/ Amusement Parks Corporate/ Instagram Business Facebook

Key Activities

One Time

On Going

Developers Account Managers

Customer

34 | THRILL TRACKER

User/Attraction Data Updates

Key Resources

Intellectual

Human

Cost Structure

In-app Purchases

App & Data Development

Customers/ Revenue Generation

Physical Internal

Main

Cost Reduction through inviting friends

Data Storage Development Customers

Corporate/ Business

Value Propositions

Customer Relationships

Information Differentia- on specific tion attractions

Self-Service (Personal)

Performance

Customization

Challenges and Prizes Real Time Updates Personal Profile, Avatars

Design/Us- Responsive ability Gains User Brand/StaTrust tus

Pay Per Click Advertising

Community Organizations

Category Sub 1 Category

Customer Segments

Personal Teens Amusement/ Theme Park Enthusiasts Young Adults

Corporate/ Business

Channels

Adults

Direct Customers

Indirect

Corporation/Businesses Friends of Customers

Direct Relationship Amuse-

Revenue Streams

Advertising

Direct Ads

Challenges

In-app Purchases

Challenges

DESIGN

BUSINESS MODEL EPICENTER Epicenter 1: CustomerDriven Offerings • For this offering, the ideation focused on customer needs and increased convenience.

Do they want subservices near them, do they want to know more about the attraction than described in guidebooks?

What services do they want most?

Epicenter 2: Offer-driven solutions • Because of the idea of the challenge/game aspect of the social network, it opens up possibilities to enhance the customer segments, as well as build key partners and connect merchants and customers together.

Main

Category 1

Business Model Canvas

Sub Category

Business Development / Network

THRILL TRACKER Key Partners

Personal

Key Activities

Customers

Theme/Amusement Parks

One Time

On Going

User/Attraction Data Updates

Displace peak crowds

Customers/ Revenue Generation

Social Media Networks

Corporate

Use their log in system for consumer ease of use

Merchandise /Food

Make the experience non-virtual

Internal

Developers Account Managers

Key Resources

Physical

Intellectual

Human

Cost Structure

Customer

Value Propositions

App & Data Development

Challenge In-app Cost Purchases Reduction Through Recruitment

Data Storage

Information on specific attractions

Differentiation

Performance

Reviews of specific attractions from customers

Help consumers decide if they want to ride

Challenges and Prizes

Help consumers decide what they want to ride next/ optimize their day

Real Time Updates

Give consumers a sense of accomplishment

Community Organizations

Self-Service (Personal)

Corporate

Small Businesses reach large market

Large Corporations manage crowd demand Offer Challenges to displace peak crowds

Personal Profile, Avatars

Development

Design/Usability

Responsive

Customers

Brand/Status

Gains User Trust

Pay Per Click Advertising

Scooter Rentals, Pizza Delivery, Taxis

Teens Personal Amusement/ Theme Park Young

Adults

Adults

Build Brand Loyalty to their theme parks and inspire return visits

Direct

Customers, who subscribe to the service Advertisements, to engage new customers

Friends of Indirect Customers

Businesses Products or Food associated with visiting Theme Parks

Merchandise (toys, flowers, stuffed animals, characters)

Direct Relationship Amusement/ Theme Park

Food (to take with you or eat there, or have delivered to you in your room)

Transportation (Taxis, Stroller rental, ECV/ Scooter Rentals)

Epicenter 1: Customer Driven Offerings

Revenue Streams

Advertising

Customer Segments

Event planners, Childcare, Airlines

Epicenter 2: Offer-Driven Channels Solution Customization

Corporate/ Business

Customer Relationships

Direct Ads In-app Purchases

Challenges

Challenges

THRILL TRACKER | 35

BUSINESS MODEL

SWOT ANALYSIS STRENGTHS

STRENGTHS

OPPORTUNITIES

THREATS

We cover a wide market We leverage User Reviews to help you make decisions You design your experience We keep track for you & you share We give you the information you want We understand your experience is important You don't have to pay a penny, except for premium features

We want to partner with more brands and amusement/ theme parks We want to expand challenges to other markets We want to increase advertising and the potential sales models We want to revolutionize the in-app purchase experience

36 | THRILL TRACKER

You can't always access your favorite theme parks Not everyone has something nice to say

Thrill Tracker vs. Facebook/Instagram Thrill Tracker vs. CoasterCount.com Thrill Tracker vs. the economy

BUSINESS MODEL

STRENGTHS WE COVER A WIDE MARKET

WE KEEP TRACK FOR YOU & YOU SHARE

WE LEVERAGE USER REVIEWS TO HELP YOU MAKE DECISIONS

WE GIVE YOU THE INFORMATION YOU WANT

• • • • • •

Teens Young Adults Adults Annual Passholders Families Amusement Park Enthusiasts

Providing user generated reviews establishes consumer loyalty and trust because consumers are involved and invested. “Surveys show that customers trust usergenerated content more than any other source of information about a company”

YOU DESIGN YOUR EXPERIENCE

• Roller coaster enthusiasts can fully customize their profile with avatars, photo, and video.

• Privacy settings are available • Users can create amusement park to do lists and engage in incentivized challenges for prizes

• Consumers have the ability to create a personal profile to display their amusement park experiences and history.

These experiences can also be shared on other social media platforms • Integration among existing social networks allows the brand to grow faster using the customer’s established connections

Provides a history of attractions and rides.

• How old is the attraction?

• What has changed since it first opened?

• Attraction details and images/videos

WE UNDERSTAND YOUR EXPERIENCE IS IMPORTANT

• Real-time updates allowing users to compete on challenges • Consistent interface and navigation on all desktop and mobile devices • Language accessibility

YOU DON'T PAY A PENNY, UNLESS YOU WANT TO

Well, unless you want to earn cool stuff! Thrill Tracker is free for personal use.

THRILL TRACKER | 37

BUSINESS MODEL

WEAKNESSES NOT EVERYONE CAN ACCESS EASILY ACCESS THEIR FAVORITE THEME PARKS

Not everyone who has access to Thrill Tracker is able to visit amusement/theme parks often. This means the social network relies on planning next events for these users.

NOT EVERYONE HAS A SOMETHING NICE TO SAY

Different people mean there will be different perspectives. Sometimes this opens the door to negative reviews, ratings and upset guests.

THREATS THRILL TRACKER VS. FACEBOOK & INSTAGRAM

Based on our survey, most respondents use Facebook or Instagram to share amusement/theme park experiences with friends and family. Thrill Tracker will be integrated in a way that users can also share to these social media networks.

THRILL TRACKER VS. COASTER COUNT

CoasterCount.com targets the same audience, but does not offer a social networking experience. CoasterCount.com only provides roller coaster tracking and not rides, attractions or amusement/theme park locations.

THRILL TRACKER VS. THE ECONOMY

The condition of the economy impacts amusement/theme park visits and could affect the use Thrill Tracker if the economy prevents families from vacationing or minimizing recreational spending.

38 | THRILL TRACKER

BUSINESS MODEL

OPPORTUNITIES WE WANT TO PARTNER BE A PARTNER FOR BRANDS AND AMUSEMENT/THEME PARKS

There is opportunity to increase and leverage partnerships with brands, amusement parks, and other organizations.

Providing more partnerships will generate more prizes for challenges and, more importantly, attract more users.

WE WANT TO EXPAND CHALLENGES TO OTHER MARKETS

Tracking of other Experiences or events and creating challenges for more daily activities As the network grows, the brand can expand into offering information, challenges, and tracking for other activities.

WE WANT TO INCREASE ADVERTISING POTENTIAL & SALES

Increasing partnerships with brands to create incentives promotions/discounts will improve potential advertising and sales.

One way to increase advertising potential is becoming the best attractions database that will help advertisers create hype about new attractions.

WE WANT TO REVOLUTIONIZE THE IN-APP PURCHASE EXPERIENCE

In-app purchases for incentivized challenges will boost Thrill Tracker’s revenue model and differentiate the brand from competitors.

THRILL TRACKER | 39

BUSINESS MODEL

ABCQ'S

MEET EXPECTATIONS

Create a social networking experience in real-time that allows users to track their ride experiences and share through social networks.

This allows users to know about the rides before riding them. This creates a new market viewpoint where users share experiences so other riders will know what they do and don’t want to ride. The best part is, the network is entirely free to use.

CREATE CONFIDENCE

Allows users to ask other users questions about rides via a live chat experience (similar to social networks like Facebook). Parks today give you general information about their attractions, but this network goes above and beyond adding a more personalized touch and allows theme park attendees to see what others honestly think about the rides through comments, rankings, chat, videos, and other such methods of networking through Thrill Tracker. This will also give feedback based on location.

CREATE ANTICIPATION

This network not only stops at giving all the above information, as well as location based feedback, but it allows you to track your experience and get ready for future experiences. Also, the user will be able to figure out what rides they want to try prior to attending a theme park and then they can avoid the ones that they lack interest in or ride them last to make sure they get to the more thrilling rides first during their visit.

This network is designed to work on all platforms, primarily mobile, so that users can document their experience as they go throughout the theme park with the pictures, comments, ideas, and other forms of tracking available. This network is meant to target teens to young adults (13-25), but can still be enjoyed by all ages that enjoy a thrill.

RE-CONTEXTUALIZE

Thrill Tracker is a new and unique experience unlike any theme park and ride based apps and networks that exist today. This social based network not only gives users the ability to track their experiences so others can gain valuable information about rides from fellow thrill seekers, but the social network allows them to connect to all of their other networks, chat in real-time to other park attendees, mark rides they are most to least interested in, rank rides based on level of interest, make comments, take photos, upload videos, and so much more. Coaster Count only allows users to rank and mark various rides they have rode in the past but our new Thrill Tracker network goes for above and beyond this to give theme park attendees the ultimate experience that will help them avoid unnecessary wait times and get them straight to the fun. The experience is free and does not require pre-approval.

40 | THRILL TRACKER

DEFINING THE USER THRILL TRACKER | 41

DEFINING THE USER

VISUAL THINKING Working by hand, visual sketching was used to ideate around what new innovations could be applied to each of the revenue streams as shown in the business model canvas. Key findings included: • Mutually beneficial revenue streams where corporations build loyal returning customers and customers get new challenges and nonvirtual prizes. • Differentiation of the value proposition- we are different from other sources because we provide real-time reviews, data, video previews, and more in-depth content about rides to help riders make informed decisions.

We also engage customers to take on new rides.

42 | THRILL TRACKER

DEFINING THE USER

VISUAL STORYTELLING

THRILL TRACKER | 43

DEFINING THE USER

DESIGN RESEARCH - INSPIRATION

To Do Calendar

Newsfeed

Display Name of Attraction and Location

https://www.pinterest.com/aaronsosa/technology-tecnologia/ Don't include a non-contextual count

Display member who posted photo

https://dribbble.com/shots/1521438-NewsFeed-screen

44 | THRILL TRACKER

Visual Photos of Rides/Attractions or Uploaded from members

List of what you want to ride in a calendar based format.

DEFINING THE USER

DESIGN RESEARCH - INSPIRATION Attractions Page

Arrange rides in a list format based on name or distance from your current location.

Set Alerts for the Attraction when user is in the area

Seaworld Discovery Guide (Attractions, Challenges, Hamburger Menu) Disney World App - http://techandtravelmom.com/2013/06/tech-momhttps://itunes.apple.com/nz/ my-disney-world-app-and-how-technology-can-help-you-plan-your-trip/ app/seaworld-discovery-guide/ id393159815?mt=8 • Ride wait-times • Distance from you • Height Requirements • Information: Thrill Level, Ride Type....

Universal Orlando App - https://play.google. com/store/apps/details?id=com.universalstudios.orlandoresort

THRILL TRACKER | 45

DEFINING THE USER

DESIGN RESEARCH - INSPIRATION Profile Display Name and Photo on Profile

Profile setup to show favorite rides, ranking, ability to follow, friends, and much more.

https://www.behance.net/gallery/Mesquared-The-Social-Network/12030707 Display times and details for newsfeed items http://syndicate.details.com/ post/news-localeur-iphoneapp-a-first-look-localeur

46 | THRILL TRACKER

Password or Fingerprint login options available for profile privacy.

DEFINING THE USER

DESIGN RESEARCH - INSPIRATION Other • • • • •

Location of nearby friends Parks near me Clear imagery Simple and informative layout Recommendations

Thailand Travel Guide - https:// play.google.com/store/apps/ details?id=com.triposo.droidguide.thailand

Thailand Travel Guide - https://play.google. com/store/apps/details?id=com.triposo. droidguide.thailand

Thailand Travel Guide - https://play.google. com/store/apps/details?id=com.triposo. droidguide.thailand

THRILL TRACKER | 47

DEFINING THE USER

IDEATION

48 | THRILL TRACKER

DEFINING THE USER

IDEATION

THRILL TRACKER | 49

DEFINING THE USER

IDEATION

50 | THRILL TRACKER

DEFINING THE USER

DESIGN RELEVANCE - YOUNG ADULTS SARAH MUNSEY, 28 - ELEMENTARY TEACHER

Sarah loves to get together with her friends and enjoys theme parks, travel and adventure. She feels the need to be connected to her friends and family.

Design Features she will love: • Thrill Feed - Ability to track and see what her friends are up to • Explore & Schedule - Ability to explore attractions/rides and schedule them on a to do list SARAH MUNSEY, 28

STORY MAPPING

THRILL TRACKER | 51

DEFINING THE USER

DESIGN RELEVANCE - YOUNG ADULTS CHRIS RICHARDSON, 22 - COLLEGE STUDENT

Chris has a competitive spirit through the need to keep up with current technology trends and the need to win ultimate frisbee games. He values the friendships he has made during his time in college.

Design Features he will love: • Challenges - The ability to challenge his friends • Leaderboard - Ability to compete against others through challenges CHRIS RICHARDSON, 22

STORY MAPPING

52 | THRILL TRACKER

DEFINING THE USER

SITE MAP

THRILL TRACKER | 53

54 | THRILL TRACKER

PROTOTYPING AND BRANDING

CONCEPT DESIGN - LOGIN Branding and Logo

Mask Password entry Remember Username and Password for quick sign in

Ability to sign up via Facebook

Password Recovery

THRILL TRACKER | 55

PROTOTYPING AND BRANDING

CONCEPT DESIGN - THRILL FEED Newsfeed with recent photos and updates from friends

Ability to create new post from Thrillfeed

User can return to the Thrill Feed

Time when the photo was uploaded (up to 8 hours ago, then move to hh:mm am/ pm up to 24 hrs, then to # of days ago

Display member who posted/updated (Select to View Profile)

Display location of the update

56 | THRILL TRACKER

Comment area available so user can post quickly

PROTOTYPING AND BRANDING

CONCEPT DESIGN - HAMBURGER MENU User Profile and Stats

Badges indicating new information is available

Main Actions Navigation

Ability to set up privacy settings, notifications, etc

Ability to sign out

THRILL TRACKER | 57

PROTOTYPING AND BRANDING

CONCEPT DESIGN - PROFILES & FRIENDS Profile User Name Ability to edit your own profile

Display Member Details and interests (Looking for)

Display Friends and View friends list on Select

Display Newsfeed for this member profile

58 | THRILL TRACKER

Ability to Search to Add New Friend

List of Friends in alphabetical order

PROTOTYPING AND BRANDING

CONCEPT DESIGN - EXPLORE Ability to schedule or add to a challenge Attraction Photo

Ability to Sort/Filter

Favorite Attraction

Display Attractions already completed with indicator

Ability to share with a friend or post to another social network Display distance from the attraction (current)

Attraction Description

Mark Attraction as complete/visited

THRILL TRACKER | 59

PROTOTYPING AND BRANDING

CONCEPT DESIGN - CHALLENGES

Challenge overview including photo, name event time, location, status and if it is a closed challenge

Participants List

Ability to share with a friend or post to another social network

Recommendations of Challenges

Display Participants and Friends Avatars who are Participating

60 | THRILL TRACKER

Challenge Newsfeed

Available Rewards for the Challenge

Join the Challenge

PROTOTYPING AND BRANDING

CONCEPT DESIGN - LOGIN

THRILL TRACKER | 61

PROTOTYPING AND BRANDING

CONCEPT DESIGN - THRILL FEED

62 | THRILL TRACKER

PROTOTYPING AND BRANDING

CONCEPT DESIGN - NAVIGATION

THRILL TRACKER | 63

PROTOTYPING AND BRANDING

CONCEPT DESIGN - ATTRACTIONS

64 | THRILL TRACKER

PROTOTYPING AND BRANDING

CONCEPT DESIGN - CHALLENGES

THRILL TRACKER | 65

PROTOTYPING AND BRANDING

CONCEPT DESIGN - PROFILE AND FRIENDS

66 | THRILL TRACKER

PROTOTYPING AND BRANDING

CONCEPT DESIGN - REWARDS

THRILL TRACKER | 67

PROTOTYPING AND BRANDING

CONCEPT DESIGN - RECOMMENDED FRIENDS

68 | THRILL TRACKER

PROTOTYPING AND BRANDING

CONCEPT DESIGN - NEXT UP/THRILL LIST

THRILL TRACKER | 69

PROTOTYPING AND BRANDING

CONCEPT DESIGN - SETTINGS

70 | THRILL TRACKER

PROTOTYPING AND BRANDING

CONCEPT DESIGN - TRACK OPTIMIZERS

THRILL TRACKER | 71

PROTOTYPING AND BRANDING

PROTOTYPE

Check out our LIVE Thrill Tracker Prototype at: http://tiffanydawnadams.com/tiffany/ThrillTracker/home.html 72 | THRILL TRACKER

PROTOTYPING AND BRANDING

PROTOTYPE VIDEO

Check out our Thrill Tracker Prototype Video: https://vimeo.com/136354147 THRILL TRACKER | 73

PROTOTYPING AND BRANDING

NETWORK SALES PITCH

Check out our Thrill Tracker Pitch Video: https://vimeo.com/137069392 74 | THRILL TRACKER

APPENDIX A THRILL TRACKER | 75

THRILL TRACKER -PRELIMINARY RESEARCH

COMPETITOR AXIS CHART MATURE TARGET AUDIENCE

Theme Park GPS http://themeparkgps.net/

Coaster Count http://coaster-count.com/

Is it Packed http://www.isitpacked.com/ AMUSEMENT PARKS

ROLLER COASTERS Universal Studios http://www.universalorlando.com

Disney Parks & Resorts http:// disneyparks. disney.go.com

YOUNG TARGET AUDIENCE

76 | THRILL TRACKER

THRILL TRACKER -PRELIMINARY RESEARCH

COMPETITOR ANALYSIS Is it Packed?

Website URL: http://www.isitpacked.com/

Sources: http://www.isitpacked.com/

Objectives

Members

Lessons

Is it Packed, allows you to track crowds by day and plan ahead for smaller crowds when visiting theme parks

Most posts were by teens and young adults

The site spans across theme parks and amusement parks across the US Members have the ability to share comments and view relevant information for their visit

From a social network perspective you are able to view real time photos, weather and live crowd updates (comments).

Approach

Homepage

Collaboration Opportunities

Is it Packed combines social networking with relevant information as a visitor, not just news on the company

http://www.isitpacked.com/

Open sources for member comments and input

Homepage states mission and then also allows the member to choose which park they are interested in attending

Informational source Spans across multiple theme parks and locations

THRILL TRACKER | 77

THRILL TRACKER -PRELIMINARY RESEARCH

COMPETITOR ANALYSIS

Competitor Anaylsis - Coaster Count Website URL: http://coaster-count.com/

Objectives

Members

Lessons

Coaster Count allows coaster enthusiasts to track their coasters and plan for new coaster quests

Coaster enthusiasts, all ages

The site spans across parks, and provides facts and figures on rollercoasters

Approach

Homepage

Collaboration Opportunities

Coaster Count allows tracking of the coasters verses just providing information on them

http://coaster-count.com/

Informational source

Homepage allows the user to find coasters in which they would like to visit or track

Allows for tracking of rollercoasters

Users may also create an account

78 | THRILL TRACKER

THRILL TRACKER -PRELIMINARY RESEARCH

COMPETITOR ANALYSIS

Disney Moms Panel (Official Disney Site) Website URL: http://disneyparksmomspanel.disney.go.com/ Sources: http://disneyparksmomspanel.disney.go.com/, http://www.themeparkinsider.com

Objectives

Members

Lessons

Mom specific advice for Disney Parks Visits including attractions, dining and travel tips

Mothers of small children

When designing for a family oriented experience, trust is a key factor

Fathers of small children

Focus on children and their enjoyment of the vacation

Approach

Homepage

Collaboration Opportunities

Ability to ask questions in an environment moms feel comfortable (not just another chat room)

http://disneyparksmomspanel.disney. go.com/

Magic Kingdom, just one of the four theme parks at Walt Disney World hosts 18.6 million visitors each year, this means we are both designing for a large population which means diversity and accessibility are key to the success of the design

Responses to questions asked are made by moms (and dads) across the country and help the askers feel comfortable and trust the information given

Homepage prompts the user quickly to search questions or submit a new question Visitors may also change the language they view the website in which helps international guests

THRILL TRACKER | 79

THRILL TRACKER -PRELIMINARY RESEARCH

COMPETITOR ANALYSIS

Disney Parks Blog (Official Disney Site) Website URL: http://disneyparks.disney.go.com/blog/

Sources: http://disneyparks.disney.go.com/blog/

Objectives

Members

Lessons

Centralized location for the latest Disney happenings not just in the Parks but also in other Disney sectors (Marvel, ABC, ESPN, etc)

Anyone with an interest in Disney

The blog is an official Disney source so the news posted is trustworthy

Approach

Homepage

Collaboration Opportunities

Freebies, contests and other giveaways are used to get visitors to keep checking back and reading Disney news

http://disneyparks.disney.go.com/blog/

Frequent updates are the most important factor from this source, this is an expectation in the social networking world

80 | THRILL TRACKER

Frequent updates are important when designing a social network as it shows that there is interest and you are a part of the latest news and information

Homepage is filled with information on Disney Parks news (Walt Disney World, DisneyLand, DisneyLand Paris, etc), and on Disney happenings such as new Disney films and products

THRILL TRACKER -PRELIMINARY RESEARCH

SWOT ANALYSIS

STRENGTHS • • •

Information is provided to users such as rollercoaster stats and attractions ratings Members can share comments and photos about their experiences to help other theme park enthusiasts Members can track their quests and plan their next ones

WEAKNESSES •

OPPORTUNITIES • •

Provide more information to park attendees Provide the ability to track the attractions that they have done in a record type fashion

Parks have no control over user comments so it may affect their park attendance if they get poor ratings/ reviews/comments

THREATS • • •

Other social sites that are already familiar Large database of attractions and coasters that will need maintenance Need to keep up with user profiles and records of their visits, photos, etc so storage may be an issue

THRILL TRACKER | 81

THRILL TRACKER - PRELIMINARY RESEARCH

DIFFERENT & GOOD CHART • •

• •

Sharing and commenting on events Rating an attraction or experience

Information overload Very public, users can make comments and others can read them (unless on their private profile)

82 | THRILL TRACKER

•

GOOD BUT NOT DIFFERENT

GOOD AND DIFFERENT

•

•

NOT GOOD AND NOT DIFFERENT

NOT GOOD BUT DIFFERENT

User profile that includes visited attractions, ratings, photos etc.

Ability to print a physical copy of the users records for a year or a visit as a keepsake

Freedom for others to rank a ride or attraction incorrectly

BUSINESS MODEL

17 STEP PROCESS THE 17-STEP PROCESS

1

2

3

4

WHO ARE YOU?

WHAT DO YOU DO?

WHAT’S YOUR VISION?

WHAT WAVE ARE YOU RIDING?

We are the ThrillTrack-

We provide a space for

We inspire confidence

We are riding the wave

er social network.

1.1 Where do you have the most credibility?

We have the most

credibility among roller coaster enthusiasts.

1.2 Where do you have the most experience?

We have the most ex-

perience as measured by the total number of rollercoaster rides.

1.3 Where does your passion lie?

We want to share our

passion for rollercoasters with others.

rollercoaster enthusiasts to interact.

2.1 What business are you in?

We are in the social

networking business

for theme park visitors.

2.2 Decide on your purpose.

We connect roller-

coaster enthusiasts to

each other and related resources.

2.3 State your purpose in 12 words or less.

We provide confidence and competition to rollercoaster enthusiasts.

and competition

among rollercoaster enthusiasts.

3.1 How can you make this vision palpable and exciting?

Forward thinking

graphic design, user testing, targeted

marketing, continuous improvement.

3.2 Go back and refine it further.

We provide a shared

space and technology tools for rollercoaster

enthusiasts to research attraction, make safe

riding decisions, and share their success.

of competitive ad-

venture social media posting.

4.1 What trend is powering your business?

Gamification, social

media advertising, and crowd sourcing

4.2 How powerful is it?

Very powerful, and shows positive,

measurable, business results.

4.3 Make a list of the

trends that will power your business.

Gamification, customer relationship

management, person-

alized services, crowd sourced data.

THRILL TRACKER | 83

BUSINESS MODEL

17 STEP PROCESS 5

6

7

8

9

WHO SHARES THE BRANDSCAPE?

WHAT MAKES YOU THE “ONLY”?

WHAT SHOULD YOU ADD OR SUBTRACT?

WHO LOVES YOU?

WHO’S THE ENEMY?

CoasterCount, Face-

We are the only inter-

Maximize functionality

ThemeParkGPS,

for rollercoaster

plexity.

in your category?

6.1 WHAT

tagram, SnapChat.

tivized rollercoaster

gy to become among

6.2 HOW

customers.

companies only sell

work for rollercoaster

the advertisers use

able to enagage vis-

greater theme park

via incentivized chal-

customer satisfaction.

operational efficiency

Clients.

book, IsItPacked?,

5.1 Who else competes Facebook, Twitter, Ins5.2 Develop a stratethe top three to your

As a niche social netenthusiasts, we are

itors and direct them

lenges to maximize the and their enjoyment.

active social network visitors.

We are the only incensocial network.

That while other

advertising, we help the social network for efficiency and higher 6.3 WHO 6.3 WHY

For the mutual benefit

of customer and client.

84 | THRILL TRACKER

while reducing com-

7.1 What existing brand elements are the core?

Rollercoaster tracking,

resources, challenges.

7.2 What brand ele-

ments strengthen your “oneness”?

We are the one place for incentivized roll-

ercoaster challenges

focused social networking.

7.3 What is extraenous?

Any non-operational

features or animation

should not be included.

Thrillseekers, planful

family members, and

competitive adults love me.

8.1 How can you

manage the “gives and gets” so everyone’s happy?

We have a good bal-

ance between customer and client informa-

tion fed to the network for the mutual benefit of both parties.

8.2 Your brand’s experience

We provide a platform

for riders to showcase

their accomplishments and for the open

exhange of information about rides.

CoasterCount.

9.1 Which competitor can you paint as the bad guy?

CoasterCount.com, IsItPacked?, and ThemeParkGPS.

9.2 Tell your customers what you are not in no uncertain terms

We are not merely a

tracking function, we

connect customers to the information they

need to make informed riding decisions and

provide incentives for when they complete new milestones.

BUSINESS MODEL

17 STEP PROCESS 10

11

12

13

14

WHAT DO THEY CALL YOU?

HOW DO YOU EXPLAIN YOURSELF?

HOW DO YOU SPREAD THE WORD?

HOW DO PEOPLE ENGAGE WITH YOU?

WHAT DO THEY EXPERIENCE?

We are called the

We are an incentivized

network.

network.

helping or hurting your

statement you can

Our name resonates

brand?

target audience, being

for open communica-

and adults.

competition, and

have creative “legs”

es that mutually benefit

potential to grow into a

11.2 Create a tagline.

10.3 Choose a name

necting you to your

ThrillTracker social 10.1 Is your name brand?

with the majority of our adventuresome teens 10.2 Does the brand The brand has the

more refined brand.

that’s different, brief and appropriate.

ThrillTracker.

rollercoaster social

11.1 What’s one true make about your

We provide a location tion exchange, friendly incentivized challengclient and customer.

ThrillTracker is confavorite coasters.

We spread through

crowdscourcing on

Facebook and other

general social media sites.

12.1 How can you

enroll brand advocates through advertising?

We can leverage

theme parks and

amusement parks to create the best

ride data database

that will also help the

advertisers spread the attendance to their

attractions out during peak times.

We are accessed via

the web, smartphones,

and via SMS message.

13.1 What are you selling and how are you selling it?

We are selling the best rollercoaster experi-

ence possible, in both

digital preparation and the review of experiences.

13.2 What touchpoints will help you compete in white space?

Theme park locals, focused on their behaviors as park experts.

A connected network

of challenges and rollercoaster insights.

14.1 How will customers learn about you?

Via crowdsourced

information from their connections on other social networks.

14.2 How can you

enroll them in your brand?

They can join using

their existing accounts

in other social network sites.

14.3 Where should you put your marketing resources?

Local communication, and paired with vacation planning guides.

THRILL TRACKER | 85

BUSINESS MODEL

17 STEP PROCESS 15

16

17

HOW DO YOU EARN THEIR LOYALTY?

HOW DO YOU EXTEND YOUR SUCCESS?

HOW DO YOU PROTECT YOUR PORTFOLIO?

By providing resources

Growth into theater

challenges to keep at-

added features and

share with your social

16.1 How do you keep

15.1 How can you

after year?

alty program?

fresh and the challeng-

accurate information

theme park visitors

providing new content.

using the ThrillTracker

new customers feel

16.2 Add extensions

We can create levels of

brand’s meaning.

members and to get

the service of roller-

continue membership.

other related high

about rollercoasters,

shows and attractions,

tention, and tracking to

challenges.

networks.

growing the brand year

avoid creating a disloy-

By keeping the site

By providing only

es engaging, annual

and by continuously

would want to return to

15.2 Avoid making

service.

excluded.

that reinforce the

entry to encourage new

Continue to expand

them incentivized to

coaster tracking to

86 | THRILL TRACKER

adventure activities.

We maintain an updated and unique service protected through

secure databases.

17.1 How can the

whole be worth more than the parts?

The combination of ride data with the

incentivized challeng-

es and rider feedback

make the total information worth more than

finding the information separately.

17.2 How can you stay focused under short

term profit pressure?

We keep the brand

identity in mind and

simplify for optimum user experience.

Empathy Map

DEFINING NETWORK USERS

Research

ADULTS

What does he or she really

What does he or she

HEAR?

“That coaster might be too scary” “That line is too long, not worth the wait” “That ride breaks down all the time” “That coaster is the best coaster ever”

THINK AND FEEL? “I can share my family’s vacation fun with our friends” “I can collect and visit more coasters than anyone else” “I visit theme parks all the time, I want to show my acomplishment”

What does he or she

SEE?

Friends/Family Social Media Blogs/Theme Park News Advertisements

What is the customer’s

What does the customer

Juggling priorities while at theme parks Online identity protection of minors in the family

Sense of accomplishment Greater planning ability of theme park day experiences Consolidated information on rides

PAIN?

GAIN?

What does he or she

SAY AND DO? “I want to know line waits, best times to visit the attractions and whether my children are tall enough to ride all the coasters in the park” “I enjoy riding roller coasters!”

THRILL TRACKER | 87

Empathy Map

DEFINING NETWORK USERS

Research

TEENS

What does he or she really

What does he or she

HEAR?

Influenced by friends and family “Would you get on that ride?”

“Are you scared to ride _ _ _ _ _?”

“Have you been to _ _ _ _ _ _?”

“How tall are you?”

THINK AND FEEL? “The more places/amusement parks I go, the more popular I’ll be” “I created some great memories” Thrill seeker Enjoyment Fullfillment Fun

What does he or she

SEE?

Friends/Family Social Media Advertisements/commercials

What is the customer’s

What does the customer

No Income, reliant on parents Height/weight requirements Parental restictions online

Collection of amusement park experiences Community of like-minded individuals Attraction tracker

PAIN?

GAIN?

What does he or she

SAY AND DO? “I have a lot of experiences I want to share with family and friends” Friendly competition

88 | THRILL TRACKER

Empathy Map

DEFINING NETWORK USERS

YOUNG ADULTS

Research

What does he or she really

What does he or she

HEAR?

Influenced by friends and family “Lets take a road trip!”

“Do you like to travel? Lets go _ _ _ _ _” “Lets relax and cross some things off our bucket list”

THINK AND FEEL? “I need a break from a stressful day at work, let me ride a coaster!”

“I am having more fun than my peers or friends from college/high school”

What does he or she

SEE?

Social Media Friends/Family Careers/Vacation Time

What is the customer’s

What does the customer

Student Loans & lower income as they are just establishing themselves

Experiences and the thrill of competition

PAIN?

GAIN?

What does he or she

SAY AND DO? “I need a break and roller coasters sound awesome compared to my desk job” “Lets go!”

Few attachments/responsibilities

THRILL TRACKER | 89

PROJECT RESEARCH

WORKING WALL #1

90 | THRILL TRACKER

PROJECT RESEARCH

WORKING WALL #2

THRILL TRACKER | 91

PROJECT RESEARCH

WORKING WALL #3

92 | THRILL TRACKER

PROJECT RESEARCH

WORKING WALL #4

THRILL TRACKER | 93

APPENDIX B Record of research for Disney Weddings, Disney Fit, and Walt Disney World social media based networks outside of the Thrill Tracker app research.

94 | THRILL TRACKER

NETWORK ANALYSIS - DISNEY

AXIS CHART - FACEBOOK MATURE TARGET AUDIENCE Disney Corporate Responsibility Disney Corporate Citizenship, Disney Investors

CORPORATE

Disney Parenting Disney Baby, Play Together Initiative, Disney VoluntEARS Disney Interns Disney College Program

Disney Employment Disney Cruise Line Jobs, Walt Disney World Jobs, Disney Careers

The Walt Disney Family Museum

Disney Parks and Resorts/Travel Disney Vacation Club, Disney California Adventure, Adventures By Disney, Disney Cruise Line

D23 Official Disney Fan Club

Disney Tween/ Disney Channel Shake It Up, High School Musical, Phineas and Ferb

ENTERTAINMENT

Disney Animated Character Profiles Mickey, Minnie, Pluto, and most major animated characters

YOUNG TARGET AUDIENCE

THRILL TRACKER | 95

NETWORK ANALYSIS - DISNEY

SEGMENT MATRIX - FACEBOOK COMPETITOR NAME: Universal Studios Facebook

SITE URL: http://www.universalstudios.com

Objectives What is their network’s value?

Members What categories do they fall into?

Promoting Universal Films Engaging Adventure Seekers Enticing Vacation to Orlando Building Universal Brand Value

Members are a segment of the population; because the membership of the site is so large, it has all the qualitieis of the population as a whole.

Approach How do they create value?

Homepage What is the entry point to their network?

Builds Universal Brand Loyalty Promotes New Offerings Creates Excitement for Movie Releases

96 | THRILL TRACKER

Members can follow Universal’s facebook pages via their website homepage, https://www. universalorlando.com/.

Lessons What can they teach us for our network?

The facebook feeds for Universal Studios are equally vast to Disney Parks and Resorts. They appeal to a different demographic, as their target audience for their movies and entertainment is an adventure seeker and not necessarily the family entertainment that Disney provides.

Collaboration Opportunities Where or how do we overlap?

Safety Collaboration Builds the overall tourism industry of Orlando Orlando Outreach Programs Marvel Character Engagement

NETWORK ANALYSIS - DISNEY

SWOT ANALYSIS - FACEBOOK STRENGTHS • • • • •

Quick, interactive, direct engagement with the target audience Provides relevant news, entertainment, and product offerings to people who follow their sites Builds brand loyalty through continuous engagement and personal connections Positive corporate positioning Vast potential audience as the social media industry leader with 1 billion users (evanomie.net)

WEAKNESSES •

• • •

OPPORTUNITIES • • •

Leverage corporate facebook pages, as well as the pages of other facebook sources Build a personal connection with the audience to build lifetime brand loyalty Position fictional characters as real personalities to build friendship-like bonds

Facebook is not predominantly based on businesses, so it can take time for personal feeds to pick up business news.

Extremely short audience attention span, as facebook posts can easily be scrolled by in a newsfeed.

Expensive to maintain High potential for copyright infringement by the general public

THREATS • • • •

Quick spread of any bad news, potential brand damage Distortion of information Ficticious information spread with little bounds if not coming from a Disney creator Innundation of the audience with too many facebook messages

THRILL TRACKER | 97

NETWORK ANALYSIS - DISNEY

DIFFERENT & GOOD CHART - FACEBOOK • • • • •

DisneyFoodBlog.com DisneyParksBlog.com Tinder.com eHarmony.com ChristianMingle.com

• Mars Needs Moms facebook feed • Body Wars Theme Park Attraction • DinoLand, USA

98 | THRILL TRACKER

GOOD BUT NOT DIFFERENT

NOT GOOD AND NOT DIFFERENT

GOOD AND DIFFERENT

NOT GOOD BUT DIFFERENT

• Facebook.com - Disney Feeds • MyDisneyExperience. com • Disney Moms Panel • Monsters University Website

• • • •

DisDates.com MySpace.com Second Reality PixieHollow Virtual World

NETWORK ANALYSIS - DISNEY

AXIS CHART - TWITTER MATURE TARGET AUDIENCE

Disney Corporate Responsibility Disney VoluntEARS

D23 Official Disney Fan Club

Disney Parenting Disney Baby

Disney Films Disney Animation, Marvel, Pixar

Disney Interns Disney College Program Disney Employment Disney Jobs CORPORATE

Disney Tweens/Teams Disney Style Disney Parks & Resorts/Travel Disney Vacation Club, Disney California Adventure, Adventures by Disney, Disney Cruise Line

ENTERTAINMENT

YOUNG TARGET AUDIENCE

THRILL TRACKER | 99

NETWORK ANALYSIS - DISNEY

SEGMENT MATRIX - TWITTER NAME: Disney Twitter

SITE URL: twitter.com/disney

Objectives What is their network’s value?

Members What categories do they fall into?

Promoting the Disney Brand Getting the most recent Disney news to fans Promoting upcoming events, products, movies and new attractions Reminding fans about past favorites

Anyone who follows @Disney subscribes to see the @Disney updates on their feed

Approach How do they create value?

Homepage What is the entry point to their network?

Creates excitement Allows for interaction with personal experiences and the brand

100 | THRILL TRACKER

Users can enter and subscribe to their feed on twitter to receive the @ Disney updates

Lessons What can they teach us for our network?

The re-arranging with their past favorite characters, attractions, movies, etc., keeps the brand legacy alive

Collaboration Opportunities Where or how do we overlap?

Continue to be involved in the personal experiences that fans have

NETWORK ANALYSIS - DISNEY

SWOT ANALYSIS - TWITTER STRENGTHS •

Real Time, quick, short (140 characters or less) personalized engageemnt with the target audience

•

Hashtages and topic keywords that allow followers to quickly search and find relevent news and updates

•

Users can create their hashtags for groups and filter to see whats going on around them in certain events or attractions

WEAKNESSES •

OPPORTUNITIES •

Provide more personalized responses to fans

•

Use characters, quotes, or pictures for more responses

•

Create giveaways or prizes for Disney merchandise based on great Disney stories or responses

Hashtagging may be used inappropriately which could hurt the brand overall

THREATS •

Poor representation of the brand or a bad experience with a Disney item/ place/movie, etc.

•

Misrepresentation of the brand by Case Members (employees)

THRILL TRACKER | 101

NETWORK ANALYSIS - DISNEY

DIFFERENT & GOOD CHART - TWITTER •

Frequent and recent news updates

•

New ideas and social interaction with fans

GOOD BUT NOT DIFFERENT

•

Information overlaod

•

Very public, anyone can follow you unless blocked and anyone can read your tweets

102 | THRILL TRACKER

NOT GOOD AND NOT DIFFERENT

GOOD AND DIFFERENT

NOT GOOD BUT DIFFERENT

•

Short posts (140 characters or less per post) - unlike other social sites which allow you unlimited or allow you to use over 300 characters at least

•

Quickly filter and find related posts, thoughts, etc.

•

Freedom for others to create "fake" hashtags or twitter names

NETWORK ANALYSIS - DISNEY

2X2 ANALYSIS Youtube Statistics

YouTube has more than 1 billion users. Everyday, people watch hundreds of millions of hours on YouTube and generate billions of views. The number of hours people are watching on YouTube each month is up 50% years on year.

300 hours of video are uploaded to YouTube every minutes.

60% of a creator's views come from outside their home country. YouTube is localized in 75 countries and available in 61 languages. Half of YouTube is up over 100%. www.youtube.com/yt/press/en-GB/statistics.hml

Facebook Statistics 936 million daily active users on average for march 2015 798 million mobile daily active users for March 2015 1.44 billion monthly active users as of March 31, 2015 1.25 billion mobile monthly active users as of March 31, 2015 Approximately 82.8% of our daily active users are outside of the US and Canada newsroom.fb.com/company-info

THRILL TRACKER | 103

NETWORK ANALYSIS - DISNEY

AXIS CHART - YOUTUBE POPULAR Facebook Youtube

Twitter

LinkedIn FREQUENT

INFREQUENT

UNPOPULAR

104 | THRILL TRACKER

NETWORK ANALYSIS - DISNEY

SEGMENT MATRIX - YOUTUBE COMPETITOR NAME: Universal Studios Facebook

SITE URL: http://www.universalstudios.com

Objectives What is their network’s value?

Members What categories do they fall into?

YouTube allows billions of people to discover, watch and share originally created videos

Everyone in the online community that enjoys entertainment via live video submissions from both famous and non-famous individuals

Connect Disney brand fans

Approach How do they create value?

Expansive topics (You can find anything and everything) It's accessible when you need it and consumer driven User-granted content Watch exclusive videos of entertainment, short films, and events that you can't see in a film Consuemrs can communicate about the content (personal experience)

Lessons What can they teach us for our network?

User-generated content that continues to trend and spark interest worldwide

Children, Parents, Fans of Disney

Posting videos about behind the scenes, music, quizzes, and more enhancements with the Disney experience beyond film

Homepage What is the entry point to their network?

Collaboration Opportunities Where or how do we overlap?

Homepage features popular videos, what to watch, subscriptions, music, and easy navigation www.youtube.com/ channels?q=Disney Can browse all of the Disney Channels and subscribe

Opportunities for small buisnesses to grow with limited cost Large international market Get consumers involved by implementing integrated marketing communication tactics to create a consumer driven platfrom (connect on a personal level)

THRILL TRACKER | 105

NETWORK ANALYSIS - DISNEY

SWOT ANALYSIS - YOUTUBE STRENGTHS •

One stop shop for all videos

•

User generated

•

WEAKNESSES •

Too many videos (media fragmentation)

Collaboration with top users, artists, companies, and musicians

•

Bad content

•

Piracy issues

•

Strong following

•

Too many Disney related channels

•

Various channels for different media

•

Frequent posts

OPPORTUNITIES

106 | THRILL TRACKER

THREATS

•

Affiliated marketing

•

Over-saturation of content

•

Opportunities for small business development and partnership

•

False advertisement

•

User generated channels of Disney related content

•

Large international market

•

Integrated marketing communications (campaign featuring consumer content and experiences)

•

Video contests

•

More communication with subscriber

NETWORK ANALYSIS - DISNEY

DIFFERENT & GOOD CHART - YOUTUBE •

User generated videos

•

VEVO - Music Videos

•

Channels/subscriptions

•

Collaboration with users

•

Suggestions/What to watch/ Trending

•

For-pay channels

•

Affiliate marketing

•

Search by country/language

•

Various channels

•

Exclusive shorts and videos of Disney locations

•

Frequent posts

•

•

Strong following

Live footage (Disney Parks Live)

•

False advertisement

•

•

Media fragmentation

What to watch isn't tailored to your interests

•

Oversaturation of videos

•

•

Oversaturation of content

•

Anyone can comment on videos

User generated channels and videos with Disney content

GOOD BUT NOT DIFFERENT

NOT GOOD AND NOT DIFFERENT

GOOD AND DIFFERENT

NOT GOOD BUT DIFFERENT

THRILL TRACKER | 107

NETWORK ANALYSIS - DISNEY

AXIS CHART - LINKEDIN

Arrow indicators are different here for the Linkedin website due to the fact that they are not relating to audience types but rather career based fields offered with tine Walt Disney Business Sector.

Entertainment Disney Interactive

Walt Disney World/DisneyLand

Pixar Animation Studios

DisneyLand Paris

Walt Disney Studios Motion Pictures Walt Disney Animation Studios

Disney Cruise Line Adventures by Disney

Disney Studios

Marvel

Disney Nature

Touchstone Pictures

Walt Disney Imagineering

ESPN - Sports Channel ABC Television Network/ ABC Family Media Networks

Parks & Resorts Disney ABC Television

Tokyo Disney Resort

Disney Worldwide Channels

Shanghai Disney Resort

Disney Publishing Worldwide

Alulani Disney Resort & Spa

Disney Store

Disney Vacation Club

Disney Consumer Products Consumers Products

108 | THRILL TRACKER

NETWORK ANALYSIS - DISNEY

SEGMENT MATRIX - LINKEDIN NAME: Disney Twitter

SITE URL: twitter.com/disney

Objectives What is their network’s value?

Members What categories do they fall into?

Inspire children and families Creative thinking and always nurture creativity Healthier living, Nature conservation Help strengthen your community/help others Support overall business strategy Retain employees and attract new talent Incentive compensation for ideal performance Compensation levels and programs Achieve old goals and create new ones

Artists Cast Members Engineers Developers Business Innovators Dreamers Creative Thinkers Innovators

Approach How do they create value?

Homepage What is the entry point to their network?

Great entertainment is developed on experience that is delivered proudly through the magic of the employees, consumers, and the overall environment that helps nurture growth and talent at all levels

Represents the business, what it is about, and what is included overall to describe the company Walt Disney is made up of various internally structured departments (or businesses), partners, corporate level sponsors, entertainment, and more

Lessons What can they teach us for our network?

Innovate Create & Think Creatively Collaborate Acceptance of Diversity Engineerings Development Originality

Collaboration Opportunities Where or how do we overlap?

Skill sets, expertise, commitment, various talents or specific talents, Cast Members (employees), creative thinkers, designers, innovators, leaders, developers, engineers, dreamers

THRILL TRACKER | 109

NETWORK ANALYSIS - DISNEY

SWOT ANALYSIS - LINKEDIN STRENGTHS

WEAKNESSES

•

Largest global professional network with easy networking abilities

•

Allows less qualified applicants to apply for any given job which increases work for employers

•

Connections (sells, leads, etc.)

•

•

Premium account allows you to search based on items such as salary and in a much more detailed fashion than the free accounts

$29.99 is a monthly charge for the premium account and wouldn't benefit those that are not actively seeking as they would get most of what they needed via the free account.

•

In-mail will not allow any attachments to be sent and limits the amount of words/letters that can be entered

•

Low enrollment in the premium account

•

Fraudulent companies can still get away with making posts and scamming people

•

In-mail to contact anyone in your network, or outside of it.

•

New customer based on both active and passive job-seekers

•

Ideal for hunting skilled employee candidates

•

In-depth profiles with skills, links, background, and other facts based on your given work experience showcased to employers to contact you or see your information after you have applied for jobs via Linkedin

OPPORTUNITIES

THREATS

•

Job opportunities present

•

•

Expectation of growth with premium accounts; newer development (all accounts are free and you can pay $29.99 a month to get more benefits)

Possible account hacks of individuals information is always possible

•

Markets are spending large amounts of money to develop and research for this professional social media account

•

Growing in urban areas

•

Overall cost is high to sustain growth

•

Changes attitudes of employees that are job seeking and simplifies the process

•

Heavy marketing campaigns and R&D costs

•

Slow revenue growth because they have expanded into low-income countries and only about 34% of their income comes from the U.S. but they are able to fill around 57% of the current U.S. jobs

•

More use the free accounts than the paid - not changing fast

•

Not originally meant for social use but has grown into a professional social network

•

Can not connect with individuals you don't already know

•

Increase premium subscriptions to increase Linkedin's income

•

More demands for jobs and various areas of economic and population growth

•

Global access to expand

110 | THRILL TRACKER

NETWORK ANALYSIS - DISNEY

DIFFERENT & GOOD CHART - LINKEDIN •

Description of the company

•

Incorporation of global contact

•

Having important information about the company on the front end with various information focused on partners, businesses, corporate, etc.

•

Banner displays images but needs to be updated

•

Information is organized and displayed for the businesses similar to other hiring websites

•

Topics are displayed well and easy to navigate through

•

Social media index (but this needs to be more predominate and easier to access)

GOOD BUT NOT DIFFERENT

NOT GOOD AND NOT DIFFERENT

GOOD AND DIFFERENT

•

Information is organized and displayed for the businesses similar to other hiring websites

•

Topics are displayed well and easy to navigate through

•

Social media index (but this needs to be more predominate and easier to access)

•

Way that the information is organized on the page only has descriptions and lacks having a mission statement and set of values that the company supports. Had to find this on the career page

•

Nice overall appearance but not all information about the company is present here

NOT GOOD BUT DIFFERENT

THRILL TRACKER | 111

CONCEPT ANALYSIS

DISNEY WEDDINGS - OVERVIEW TARGET AUDIENCE

Bride & Groom, along with family members

MISSION

Create a network that not only has everything in one place but also gives the bride and groom the ability to chat live with professionals and other individuals that have already planned or are currently planning their wedding as a way to ease planning anxiety. Having a stronger community, similar to Facebook, would make the planning process a breeze for those unable to obtain wedding planners or book expensive venues that do the planning for you. This social network will inspire you to create authentic Disney inspired weddings in your ideal locations. Bring Disney to you!

Weddings

OVERVIEW

Theme park enthusiasts can now track their visited attractions simply through the Thrill Tracker. The Tracker allows you to plan and track your next adventures, rank favorites and organize comments and notes for each thrill. Tell others about your experiences and learn what other attractions you may enjoy through fellow enthusiasts ratings.

FEATURES •

• • • • • • • •

Include all segments of wedding planning (Reception, Entertainment, Attire, Details, Considerations, Honeymoon).

Registry compilation.

Blog and/or chat with other brides and/or professionals.

Have active boards for interaction and pinning of ideas.

Vendor assistance.

Ways to share experience; Photosharing Ways to add notes or online checklist.

Wedding planning assistance and packages.

App for mobile use.

MARKET ANALYSIS OVERVIEW

There are so many different wedding planning sites today that state to offer the all-in-one experience, but there are not any social media networks that allow you to have the authentic Disney experience with a guide/aid for creating your Disney themed wedding, or in so many words bring Disney to you! This is a way that brides and grooms can have the experience without having to spend the high-prices to obtain the packages offered for being on the actual Disney locations and gives you the ability to have the wedding in your area with the same experience.

112 | THRILL TRACKER

DISNEY WEDDINGS

CONCEPT ANALYSIS

DISNEY WEDDINGS - USER GROUPS BRIDE •

Demographics: Ages 18-36, Single Women

•

Occupation or industry: High School Graduates and above. This scope would include all occupations and focus on individuals that are engaged and looking to get married within a set time period. The more individuals make the more likely they will spend larger amounts of money and vise versa. This market is very large as weddings are based on low to extremely high budgets.

•

Current communication methods: Smartphone, SnapChat, Instagram, Twitter, Facebook, Pinterest. Wedding planning websites that included an all-in-one experience (i.e. the knot or weddingwire), Pinterest, Facebook, Evernote, and other various sites that include wedding planning aid.

•

Existing networking strategies and industry standards for information sharing: Young brides use a variety of networking strategies but tend to stick with Facebook and Pinterest most when it comes to sharing information and updates and planning. Existing networks have planning tools and various links to other aspects of weddings that include details, vendors, decor, venues, and much more.

•

Future communication and networking needs: This user, usually has a timeframe between 2-18 months in which she is planning a wedding and would have a use for a social networking site or means. Existing networks lack a strong community for communication

GROOM •

Demographics: Ages 18-40, Single Men

•

Occupation or industry: High School Graduates and above

•

Current communication methods: Facebook, Instagram, Twitter

•

Existing networking strategies and industry standards for information sharing: Sharing information is typically done through Facebook as a male.

•

Future communication and networking needs: May need the ability to share updates but is also less involved with planning than the Bride is.

THRILL TRACKER | 113

CONCEPT ANALYSIS

DISNEY WEDDINGS - USER GROUPS FRIENDS OF BRIDE/GROOM •

Demographics: Ages 18-40, Single or Married, Men or Women

•

Occupation or industry: All Ages

•

Current communication methods: Instagram, Twitter, Facebook, Pinterest

•

Existing networking strategies and industry standards for information sharing: These users take to any means such as Twitter or Facebook to share updates on their friends pending nuptuials.

•

Future communication and networking needs: These users will also want to be involved in the planning and especially sharing updates during the wedding ceremony.

PARENTS OF BRIDE/GROOM •

Demographics: Adult couples, 50-75

•

Occupation or industry: All occupations

•

Current communication methods: Email, Mailed Letters, Occasionally Facebook

•

Existing networking strategies and industry standards for information sharing: This audience would like to be involved with the wedding planning to a small degree and doesn’t expect much from a social networking prespective.

•

Future communication and networking needs: These adults are looking to communicate with the bride/groom most often. Others may not need to be contacted except for planning purposes.

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CONCEPT ANALYSIS

DISNEY WEDDINGS - AXIS CHART INCLUSIVE (includes all aspects of wedding planning)

The Knot

Wedding Wire My Wedding Lover.ly

Wedding Lovely

SINGLE ENGAGEMENT

MULTIENGAGEMENT

Evernote Pinterest Facebook

EXCLUSIVE (limited options)

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CONCEPT ANALYSIS

DISNEY WEDDINGS - SEGMENT MATRIX NAME: Disney Weddings

SITE URL: http://www.disneyweddings.com

Objectives What is their network’s value?

Members What categories do they fall into?

Offer a stress-free full planning experience with wedding experts that take care of the details for you at any of the given Disney wedding locations provided by the world-renowned Disney parks, resorts, and cruise lines.

This is meant to aid wedding parties and is made possible by the Disney staff and their various vendors.

Approach How do they create value?

Homepage What is the entry point to their network?

Gives you the ability to communicate with individuals to make your wedding planning experience much less stressful. Gives you far less details to workout yourself. Packages include a wedding planner who will gladly help you each step of the way and this individual is assigned to you even before you make any necessary purchases as a way to guide you from start to finish.

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http://www.disneyweddings.com/ The homepage introduces you the initial concepts that you need to focus on in regards to the fact of you planning your engagement, wedding, or honeymoon. This is meant to help you begin your process and takes you through each of the steps.

Lessons What can they teach us for our network?

Disney provides an experience like no other and therefore is unique in the aspect of making dreams come true in a very extravagant and remembered way.

Collaboration Opportunities Where or how do we overlap?

Disney is missing a lot of the collaboration tools that are included on other sites, such as planning checklists, guides, and so forth.

Disney does however have boards for inspiration, wedding planners, packages that include various aspects but are limited in regards to included invitations and so forth.

CONCEPT ANALYSIS

DISNEY WEDDINGS - SEGMENT MATRIX NAME: The Knot Objectives What is their network’s value?

All things wedding with all types of wedding advice ranging from the planning 101 basics all the way up to attire, vendors, print media, and other materials in your area. Theknot. com is known as the #1 wedding website as it is the only place online that allows not only the bride and groom but also their family and friends access to various aspects online for gifts, registry, etc. It offers a one-stop-shop for any given wedding planning. solutions with comprehensive planning and interactive tools, resources, tips, and any other possible online-only aid to help make your wedding less stressful.

Approach How do they create value?

All things wedding from the basic planning steps broken down into checklists to the actual registry itself. The website contains all things wedding with magazines, books, online, and mobile deliverables. The site gives the bride the essentials for free in extensive listing formats for all locations to only localized areas for the bride-to-be.

SITE URL: http://www.theknot.com Members What categories do they fall into?

All wedding planning parties, essentially the bride and groom and their family, but can include wedding party, extended family, and friends.

Homepage What is the entry point to their network?

http://www.theknot.com/ The knot’s entry point into the market is with their strong wedding planning features which breaks the process down into easy steps, provides a checklist geared to what you need to have done and when it is best to have it accomplished, and so forth. This makes wedding planning easy for those planning the wedding themselves. The knot is basically a free online or mobile wedding planner that helps you each step of the way from start to purchases to honeymoon.

Lessons What can they teach us for our network?

They teach us to include all aspects in wedding planning as a tool to help ease the stress of planning overall. The goal of theknot.com is to make sure planning is made simple, espcially for those individuals planning a wedding themselves.

There is also an app so that it can be taken on the go and modified as needed as theknot.com offers and entire wedding planning experience online.

The biggest aspect that theknot.com was able to teach us in regards to community is how forums are helpful but there still seemed to be a large disconnect as there is no way to chat immediately just in message based forums.

Collaboration Opportunities Where or how do we overlap?

We overlap int he sense that our websites both cater to weddings, both local and destination based, and have insights on locations deemed ideal, only Disney is based on Disney locations only but are not localized to just land-based settings. The knot links you to vendors nonthemed and based on location, focuses on wedding essentials centered around the basic planning steps and is an online resource for all wedding components. The Disney site has all these aspects as long as they are related to Disney or Disney themed weddings. Disney lacks the ability to provide wedding invitations or links to places to obtain these like the knot.

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CONCEPT ANALYSIS

DISNEY WEDDINGS - SEGMENT MATRIX NAME: Wedding Wire Objectives What is their network’s value?

WeddingWire is all about connecting and networking with wedding professionals in a Find, Connect, Endorse, and Grow manor.

They help brides and grooms, along with their families, overcome the challenges of wedding planning and connect with professionals to build a network that will make the process seem painless. The website provides basic planning tools, forums, vendors, attire, and other various aspects that are more based on your budget than just category.

Approach How do they create value?

Establish a network of professionals to provide the best all-inone experience for the bride and groom. When they connect with the professionals, the bride and groom will then open up a network which will help them find all the vendors necessary in their given area.

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SITE URL: http://www.weddingwire.com Members What categories do they fall into?

Goal is to make wedding planning for the bride and groom easiest first and foremost, followed by his and her family.

This website also connects with growing and well-known professionals by providing links to websites in order to introduce a networking based appeal.

Homepage What is the entry point to their network?

http://www.weddingwire.com/ The WeddingWire’s site opens up with a search for various aspects for your wedding based on your needs in any given area.

This is followed up by links to building your own wedding website that will be the online version of you wedding invitation giving guests a digital experience and the ability to comment and even RSVP online instead of through the mail. There is a checklist to aid you through your planning process, as well as links to other various tools and items.

Lessons What can they teach us for our network?

The WeddingWire site can teach about trends and tips for wedding planning based on aiding the exposure of professionals online. The site follows SEO trends, web based analytics, social media forums, lead generation, and other aspects that help to power one’s business forward and at the same time make it easy to gain access to wedding planning assistance. The website is strongly enforcing networking with professional in order to establish communication through the site as well as help the bride and groom create a network that links them to all the third party businesses that they will need to make their wedding possible.

Collaboration Opportunities Where or how do we overlap?

The WeddingWire site is able to provide the same basics such as category based wedding planning, possible packages, assistance planning your wedding with online checklists, and other features such as honeymoon and destination wedding assistance. Both do however provide and online community for sharing your wedding experience and online pre-wedding bio.The two sites differ greatly in the fact that Disney, unlike the WeddingWire, is not able to provide any vendors or venues outside of what they intend to offer which limits your selection.

Also, Disney is not providing invitations, songs, or other basic tips that could help with planning.

CONCEPT ANALYSIS

DISNEY WEDDINGS - SEGMENT MATRIX NAME: Lover.ly

SITE URL: http://www.lover.ly

Objectives What is their network’s value?

Members What categories do they fall into?

Lover.ly supports a new aspect to wedding planning where couples can obtain wedding ideas, links to various websites, designers, understand how to organize all the details, and get advice from experts.

This website helps you find what you need and hire the ideal people to carry out your dreams. This website is board based, similar to Pinterest, except it is all things wedding not an assortment

Goal is to give visual examples of weddings, and other resources, to make wedding planning much easier for the Bride, Groom, and their families.

Approach How do they create value?

Homepage What is the entry point to their network?

Lover.ly creates value by giving you visual wedding planning examples and tools to make planning and hiring easy. Also, you can pin the materials to your account at Lover. ly as well as click to link to get to know the individual behind the inspiration and be able to connect with them for insight or possibly to assist in various planning areas.

http://www.lover.ly/

Lessons What can they teach us for our network?

How to organize boards and have images link to designers or brides in order to get more insight on the inspiration and understand how it was developed and even communicate with those that developed the given concept. This is a way to gain insight on the design or be able to hire that designer for your wedding.

Collaboration Opportunities Where or how do we overlap?

Work together to perfect the image posting technique.

The Lover.ly home page introduces you to links that get you started with dresses, engagement, jewelry, popular trends, previous weddings, and other forms of inspiration.

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NETWORK ANALYSIS - DISNEY

DISNEY WEDDINGS - SWOT ANALYSIS STRENGTHS •

Basic wedding planning information, packages, boards; assistance with attire, jewelry, and other such links.

•

Disney theme - once in a lifetime experience.

•

Various locations (i.e. - Florida, California, Hawaii, Cruise Lines)

•

Packages and Assistance from Wedding Experts (i.e. decor, florists, photographers, and more).

•

Hotels on location.

•

Details are taken care of for you.

•

Timely experience = relaxing wedding environment (less stress for bride, groom, family, and guests).

•

World-renowned locations.

WEAKNESSES •

No invitation assistance.

•

No song assistance.

•

No live chat to talk with professionals or other brides.

•

No wedding checklist provided online.

•

Prices are high in regards to limited number of guests included.

•

Hotels are not included in the package prices for guests.

•

There are a good bit of fees for the wedding not included in the packages or require an upgrade and price increase.

•

Recommended materials are pricier than necessary (i.e. dresses, jewelry).

OPPORTUNITIES •

Authentic Disney experience; Disney themed wedding with Disney staff.

THREATS •

Limited number of guests and options in packages.

•

Invitations are not included in packages; florists are not included in all packages.

•

Unique and world-famous locations.

•

Access to hotels.

•

Higher prices.

•

Relaxing experience as Disney staff take care of the details so you can relax while you are there.

•

Limited locations (may lead to heavy travel costs).

•

Assistance.

•

Basic Wedding or Destination Wedding, Engagement, Honeymoon.

•

Registry.

•

Online bio and blog.

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NETWORK ANALYSIS - DISNEY

DISNEY WEDDINGS - DIFFERENT & GOOD • • • • • • • • • •

• • • • •

Wedding packages to ease the process (includes wedding planners, photographers, florists, etc.)

Having a wedding in a place where dreams come true and magic happens with a full staff to help you along.

Pinterest like board to help you gain inspiration based on category Blog to post after your wedding to record events Engagement, Weddings, Destination Weddings, Honeymoon Wedding apparel that has a Disney theme or essence by designers.

Honeymoon registry Honeymoons can be conducted in the same place as the wedding Planning guide that will be sent to you

No sharing options outside of pinterest and facebook like social media No link or options to add wedding invitations No option to have Disney themed location outside of parks, resorts, cruises Limited guests Blog has no interaction outside of simply documenting.

GOOD BUT NOT DIFFERENT

NOT GOOD AND NOT DIFFERENT

GOOD AND DIFFERENT

NOT GOOD BUT DIFFERENT

• •

Arrangement is very clean and easy Boards only include Disney themed materials

•

Higher prices may deter typical inquiries Limited guests allowed for packages and more guests mean you have to upgrade several more $1,000 Lack of wedding registry

• •

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CONCEPT ANALYSIS

DISNEY FIT - OVERVIEW TARGET AUDIENCE

Teens and adults who have an interest in fitness and Disney. More specifically, who participate in marathons or fitness related events.

Marathons/Athletics

MISSION

There is a huge online market that revolves around fitness. This community features personal fitness bloggers, professional trainers, and communities of people who track their fitness development using mobile or technological devices - It’s an evergrowing market that continues to spark interest. For example, MyFitnessPal is “the world’s largest health and fitness community. Over 65 million users worldwide use our free nutrition and activity tracking tools to build healthy habits, make healthy choices and support each other’s journeys.”

OVERVIEW

With millions of visitors each year, Disney has an immense following. Many of them have an interest in fitness as well. “runDisney is a series of events that provides runners the unique opportunity to run through Disney Theme Parks at the Walt Disney World.” DisneyFit will create a community of Disney and fitness enthusiasts who share fitness tips, nutrition, and experiences within runDisney events.

FEATURES • • • • •

DisneyFit will feature a yearly event calendar for all fitness events at all Disney park locations.

Members can communicate with other members participants, share fitness journeys, nutritional tips, recipes, and exercise regimens Member profiles will include event history, photos, and a fitness journal Ability to link other social media such as Facebook, Pinterest, and Instagram Collaboration with GoPro where members document their fitness journey and/or experiences at Disney and runDisney events

MARKET ANALYSIS OVERVIEW

There are so many different wedding planning sites today that state to offer the all-in-one experience, but there are not any social media networks that allow you to have the authentic Disney experience with a guide/aid for creating your Disney themed wedding, or in so many words bring Disney to you! This is a way that brides and grooms can have the experience without having to spend the high-prices to obtain the packages offered for being on the actual Disney locations and gives you the ability to have the wedding in your area with the same experience.

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DISNEY FIT

CONCEPT ANALYSIS

DISNEY FIT - USER GROUPS TEENS •

Demographics: Ages 13-18, minors of households

•

Occupation or industry: High school students

•

Current communication methods: Smartphone, SnapChat, Instagram, Twitter

•

Existing networking strategies and industry standards for information sharing: Teens use a variety of social networks to feel connected to society and would like to continue that through their fitness efforts and goals such as running a Disney Marathon.

•

Future communication and networking needs: Teens love to post most often during the event including posts of pictures and comments on their adventure.

COLLEGE STUDENTS/YOUNG ADULTS •

Demographics: Ages 18-28, Single

•

Occupation or industry: College Student or Recent Graduate

•

Current communication methods: Facebook, Instagram, Twitter

•

Existing networking strategies and industry standards for information sharing: College Students see running a marathon as a social opportunity rather than a single event. These events may help College Students and Young Adults make friends that they arent traditionally surrounded by.

•

Future communication and networking needs: This group will continue to attend marathon events or run marathons as they mature.

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CONCEPT ANALYSIS

DISNEY FIT - USER GROUPS MATURE ADULTS •

Demographics: Parents

•

Occupation or industry: Professional Careers

•

Current communication methods: Facebook, Email, Mailed Letters

•

Existing networking strategies and industry standards for information sharing: This audience may find running a marathon a liberating feat. They may also find this as a chance to escape with the girls for a weekend getaway. Social sharing in the days leading up to the marathon is important.

•

Future communication and networking needs: These adults are looking to keep up with their friends who may be in other locations in order to train properly for the marathon when they meet up for the event.

DISNEY-FILES (DISNEY FANS) •

Demographics: 18+

•

Occupation or industry: All occupations.

•

Current communication methods: Facebook, Email, Twitter, Pinterest

•

Existing networking strategies and industry standards for information sharing: Disney-files are people who just love the Disney Brand. This may mean that they sign up for a marathon without the desire to run, but more the desire to go to Disney. These users may be enticed by motivation by characters, movies or other Disney branded ideas.

•

Future communication and networking needs: As time gets closer, these users may be more excited about going to Disney vs. the marathon so may want to share the locations, events and tons of photos.

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CONCEPT ANALYSIS

DISNEY FIT - AXIS CHART MATURE TARGET AUDIENCE

My Fitness Pal

Disney Fit PERSONAL FITNESS

MARATHONS Run Disney

YOUNG TARGET AUDIENCE

DisneyFit seeks to target runDisney participants, as well as those who have an interest in disney and personal fitness as well. runDisney is event-related, while other fitness communities target those on personal fitness journeys

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CONCEPT ANALYSIS

DISNEY FIT - SEGMENT MATRIX NAME: Disney Fit (Concept)

SITE URL: CONCEPT

Objectives What is their network’s value?

Members What categories do they fall into?

Create a community of Disney and fitness enthusiasts who share fitness tips, nutrition, and experiences within runDisney events

Men, women, and teens who have an interest in fitness and Disney

Approach How do they create value?

Homepage What is the entry point to their network?

Members will meet people with similar interests, have the opportunity to participate in runDisney events together and share the experience online.

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Homepage features runDisney events, popular members, followers, tips, and fitness journal.

Lessons What can they teach us for our network?

User-generated content continues to trend and spark interest worldwide Sharing fitness experiences, and regimens enable people to connect on a personal level

Collaboration Opportunities Where or how do we overlap?

Allow runDisney event members a chance to communicate on one social hub that will link all social media and experiences in one space.

CONCEPT ANALYSIS

DISNEY FIT - SEGMENT MATRIX NAME: My Fitness Pal

SITE URL: My Fitness Pal App, http://www.myfitnesspal.com

Objectives What is their network’s value?

Members What categories do they fall into?

Free website and mobile apps that make calorie counting and food tracking easy. Accurately track, share, and improve fitness

Men and women who seek to track fitness journey

Approach How do they create value?

Homepage What is the entry point to their network?

Members will meet people with similar interests, have the opportunity to participate in runDisney events together and share the experience online.

http://www.myfitnesspal.com

Lessons What can they teach us for our network?

Tracking fitness enables you to see growth and sharing with others develops a community that shares experiences, inspiration, and improvement.

Collaboration Opportunities Where or how do we overlap?

Enable DisneyFit members to sync Myfitnesspal information

Homepage features sign up with Facebook, how you can lose weight with the app, and how/why it works.

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NETWORK ANALYSIS - DISNEY

DISNEY FIT - SWOT ANALYSIS STRENGTHS •

Strong Disney following runDisney events

•

Provide tips, nutrition, and updates about races

•

Trustworthy information prodivded by experts frequent posts

•

Collaboration with GoPro (double exposure)

•

Enables members to communicate and share experiences

WEAKNESSES •

OPPORTUNITIES •

Mobile fitness tracking

•

Disney wearable technology

•

Fitness kiosk in Disney park locations

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Controlling user-generated content to make sure it’s about fitness only

THREATS •

Other fitness communities such as MyFitness Pal

NETWORK ANALYSIS - DISNEY

DISNEY FIT - DIFFERENT & GOOD • • •

User generated content Strong social following runDisney events

•

Not being able to control content (Fitness only)

GOOD BUT NOT DIFFERENT

NOT GOOD AND NOT DIFFERENT

GOOD AND DIFFERENT

NOT GOOD BUT DIFFERENT

• • •

Appeals to children and adults Collaborations with GoPro Disney related

•

Ability to link social media (could take away from fitness focus)

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SOURCES

RESEARCH

RESOURCES •

http://thewaltdisneycompany.com/disney-news/social-media

•

https://thewaltdisneycompany.com/disney-companies/media-networks

•

http://thewaltdisneycompany.com/citizenship/inspire-others

•

http://disneycareers.com/en/about-disney/global-footprint/

•

http://www.wikinvest.com/stock/Walt_Disney_Company_(DIS)/Overall_Program_

•

http://www.flaticon.com

•

https://collaborationworkspace.disney.com/_login/default.aspx?ReturnUrl=%2f_layouts%2fAuthenticate.aspx%3fSource%3d%252F&Source=%2F

•

https://www.linkedin.com/company/disney-and-espn-media-networks

•

http://thewaltdisneycompany.com/about-disney/company-overview

•

http://www.forbes.com/sites/greatspeculations/2013/12/12/linkedin-opportunities-threats-part-1/

•

http://www.forbes.com/sites/greatspeculations/2013/12/18/linkedin-opportunities-threats-part-2/

•

http://www.evonomie.net/2013/08/13/marketing/strengths-and-weaknesses-of-different-social-media-channels-for-b2b/

•

https://twitter.com/Disney?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor

•

http://disneyparks.disney.go.com/social-media/

•

https://en.m.wikipedia.org/wiki/Twitter

•

American Coaster Enthusiasts - http://www.aceonline.org, http://www.aceonline.org/census/stats.aspx

•

Coaster Count <http://coaster-count.com/>.

•

International Association of Amusement Parks and Attractions <http://www.iaapa.org/docs/default-document-library/introduction-to-the-attactions-industry. pdf?sfvrsn=0>.

•

Theme Park Insider

•

http://www.themeparkinsider.com/flume/201406/4049/,

•

http://www.themeparkinsider.com

VARIOUS SOURCES •

http://disneyparksmomspanel.disney.go.com/,

•

http://www.themeparkinsider.com. Bagish, Corinne. “16 Apps and Devices for Wedding Planning.” Mashable. Livefyre, 27 May 2014. Web. 03 July 2015. <http://mashable.com/2014/05/27/wedding-apps-devices/>.

•

Bagish, Corinne. “9 New Tools to Plan Your Wedding Online.” Mashable. Livefyre, 10 May 2014. Web. 03 July 2015. <http://mashable.com/2014/05/10/wedding-online-tools/>.

•

Burks, Francis. “Examples of Different Market Segments in the Bridal Industry.” Small Business. Demand Media; Hearst Newspapers, LLC, 2015. Web. 03 July

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2015.<http://smallbusiness.chron.com/examples-different-market-segments-bridal-industry-36693.html>.

•

Disney Weddings. “Disney’s Fairy Tale Weddings & Honeymoons.” Disney’s Fairy Tale Weddings & Honeymoons. Disney, 2015. Web. 03 July 2015. <https:// www.disneyweddings.com/>.

•

Loverly. “The New Way to Plan Your Wedding.” Wedding Planning, Ideas & Inspiration Made Simple by Loverly. Dubblee Media Inc., 2015. Web. 05 July 2015. <http://lover.ly/>.

•

TLC Wedding Consultants. “Wedding Consultant Business Plan.” Bplans: Your Small Business Planning Resource. Palo Alto Software, n.d. Web. 03 July 2015. <http://www.bplans.com/wedding_consultant_business_plan/executive_summary_fc.php>.

•

English, Kyli. “Here Comes the Social Networking Bride.” Mashable. Livefyre, 21 July 2014. Web. 03 July 2015. <http://mashable.com/2014/07/21/social-media-wedding-survey/>.

•

Loverly. “The New Way to Plan Your Wedding.” Wedding Planning, Ideas & Inspiration Made Simple by Loverly. Dubblee Media Inc., 2015. Web. 05. July 2015. <http://lover.ly/>.

•

TLC Wedding Consultants. “Wedding Consultant Business Plan.” Bplans: Your Small Business Planning Resource. Palo Alto Software, n.d. Web. 03. July 2015. <http://www.bplans.com/wedding_consultant_business_plan/executive_summary_fc.php>.

•

WeddingWire EDU. “About-WeddingWireEDU Blog.” WeddingWireEDU Blog. WeddingWire, Inc., 2014. Web. 03 July 2015. <http://problog.weddingwire.com/ index.php/about/>.

•

WeddingWire. “Wedding Planning Tools.” WeddingWire. WeddingWire, Inc., 2015. Web. 03 July 2015. <http://www.weddingwire.com/>.

•

Xo Group. “About Us.” Xo Group/ the Knot, the Nest, the Bump. Xo Group Inc., 2015. Web. 3 July 2015. <http://www.xogroupinc.com/xo-group-company/ about-us.aspx>.

•

Xo Group. “The Knot Weddings, Wedding Planning & Ideas.” The Knot. Xo Group Inc., 2015. Web. 03 July 2015. <https://www.theknot.com/>.

•

Click Orlando <http://www.clickorlando.com/news/runners-prepare-for-disney-marathon-weekend/23844650>.

•

My Fitness Pal<https://www.myfitnesspal.com/>.

•

Run Disney <http://www.rundisney.com/>

•

http://csimarket.com/stocks/at_glance.php?code=FB

•

Coaster Count. <http://coaster-count.com/account/register>.

•

Coaster Count. 2014. Web. <http://coaster-count.com/>.

•

SWOT Analysis of Facebook INC. The Motley Fool. 8 May 2015. analysis-of-facebook-inc.aspx

•

SWOT of Facebook. Marketing 91. Web. <http://www.fool.com/investing/general/2015/05/08/swot->. <http://www.marketing91.com/swot-facebook>.

•

Facebook Messenger App <http://mashable.com/2013/11/13/facebook-messenger-app-available/Apple>

•

App Store (image previews)

•

Seaworld Discovery Guide (Attractions, Challenges, Hamburger Menu)

•

https://itunes.apple.com/nz/app/seaworld-discovery-guide/id393159815?mt=8Alert

•

Icon (Challenges Image)

•

http://seaworldparks.com/en/buschgardens-tampa/howloscream/event-info/mobile-app/

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•

Disney World App

•

http://techandtravelmom.com/2013/06/tech-mommy-disney-world-app-and-how-technology-can-help-you-plan-your-trip/(Leaderboards

•

http://healthcollege.edu.pl/2013/06/7-fitness-tools-that-tap-the-power-of-your-friends/Image)

•

Universal Orlando App <https://play.google.com/store/apps/details?id=com.universalstudios.orlandoresort>.

•

Profile <http://syndicate.details.com/post/news-localeur-iphone-app-a-first-look-localeur>.

•

https://www.behance.net/gallery/Mesquared-The-Social-Network/12030707

•

http://www.elirose.com/2013/04/facebook-mobile/To

•

https://dribbble.com/shots/1521438-NewsFeed-screen

•

Any List app <https://play.google.com/store/apps/details?id=com>.

CALENDAR •

https://www.pinterest.com/aaronsosa/technology-tecnologia/Location:

•

https://itunes.apple.com/us/app/acehopper-trave-guides-tickets/id521223236?mt=8

OTHER •

Thailand Travel Guide <https://play.google.com/store/apps/details?id=com.triposo.droidguide.thailand>.

MUSIC SOURCES: •

Purple Planet Royalty Free Music <http://www.purple-planet.com/kids/4583971340>.

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