This Presentation covers:
* The primary influencers and audience of user generated travel content
* What search can tell us about consumer sentiment and travel issues
* Understanding the search behavior within the purchasing funnel
* Tailoring email marketing campaigns to influence perception
* An exclusive Carnival Cruise Lines search and social case study presentation
The Travel Consumer's Response to Social Media, Search & Email
1. NAVIGATING THE SEAS OF
SOCIAL NETWORKING
Experian/Carnival Webinar 2011
Andrew Elkins
Supervisor Online Campaigns
2. CRUISING INHERENTLY SOCIAL
ACTIVITY
⢠Activities and dining designed for networking
⢠Cruisers communicated within community before internet
⢠Social Networking works because it is exactly what internet is
supposed to do
⢠Technology enables communication between like-minded people
across great distances
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4. Funville
⢠Objective & Approach:
â˘Build a Cruise Community
â˘Keep guests engaged with
Carnival
â˘Key Facts:
â˘Launched January 2010
⢠Features: Forums, Group Blog,
Videos, Games, E-cards, Downloads
â˘Monitored/Moderated by CCL staff
â˘Highlights Carnivalâs involvement
across the social networks
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5. JOHN HEALDâS BLOG
⢠Objective & Approach
â˘Personalizing the Carnival brand
â˘Creating interesting & unique content
â˘Key Facts:
â˘Launched in 2007 as part of Carnival
Freedom launch
â˘Focus on Carnival experience, staff,
cruise stories
â˘+7 Million & 52,000+ comments
â˘1000+ Bookings for Bloggerâs cruises
6. CARNIVAL USES TWITTER IN 2 DISTINCT
WAYS
Carnival has two distinct accounts
@CCLSupport â Used for customer service
@CarnvialCruise â Used for marketing
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7. FACEBOOK
⢠Objective & Approach:
⢠Experience & Community Building
⢠Share ânewsâ & sales information
⢠Engage guests on their terms
⢠Key Facts:
⢠Launched 6/2007
⢠502,149+ fans
⢠Branded tabs provide fun/unique
experiences
⢠Carnival tab launched 12/09
⢠C. Magic tab features first industry
âMeet the Crewâ
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8. FACEBOOK CRUISE FINDER
⢠Objective & Approach:
⢠Experiment with the potential
for social commerce
⢠Increase cruise awareness and
promote small group cruise
planning.
⢠Key Facts:
⢠Launched in Mid August â10
⢠In the first 6 business days :
⢠3,387 active users
⢠2,102 total installed users
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9. DOING THE HEAVY LIFTING
⢠News
⢠New Product
Announcements
⢠Sales and Promotions
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13. WHATâS NEXT FOR CARNIVAL ONLINE?
⢠Build upon our social commerce
foundation on facebook
⢠Build our presence on facebook
⢠Integrate facebook features on
carnival.com
⢠Multi-Media content production
with wide distribution
⢠Mobile (launched January 2011)
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14. JUST THE BEGINNING
⢠Social networking has given our guests a way
for Carnival to come to them
⢠Social networking applications will be the
primary way in which guests receive Carnival
information
⢠Information gathered from social networking
sites will drive future online initiatives
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