carnival australia social
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Reviewing the Performance of Social Media campaigns
Putting theory into practice
September 2009Simon Cheng
Director of Marketing
R.E.S.P.E.C.T.
ReadyFire!Aim
Ready Fire! Aim (JFDI)
• Can only be achieved if a digital culture is ingrained in your organisation eg. internal microblogging
• Our Marketing, Customer service, PR and Sales teams work very closely
R.E.S.P.E.C.T.Peter Williams
Agenda
• The best form of customer engagement: Facebook & blogs
• Social media in crisis management: Swine Flu case study
• Evaluating effectiveness of social media:Food & Wine cruises case study
The Australian cruise industry is
growing at 26% per year
116,308 153,704 158,415 186,666 221,033 251,674 303,305
-
- -
-
-
11,761
27,645
-
50,000
100,000
150,000
200,000
250,000
300,000
350,000
2002 2003 2004 2005 2006 2007 2008
TOTAL PASSENGER NUMBERS
Pax Excl Europe RC Europe RC Pax
Source: ICCA report March 2009
In just two weeks in February, Carnival Australia brought in
26,000 passengers on 11 ships, contributing $8 million to the economy
In 2004
158,000 passengers
In 2008
303,000 passengers
Source: ICCA report March 2009
90% category
growth in 4 years
P&O Cruises fleet doubling by 2010
From December, 3 ships based in Sydney year round
for Australians, bigger than the US, UK, Indonesia and Thailand
1,960
1451
749
574
337 327271 221 186 179 160 145
0
250
500
750
1,000
1,250
1,500
1,750
2,000
2,250
QLD NSW VIC WA Cruise 09 NZ Thai Cruise 06 USA Indon Cruise 03 UK
Ho
lida
y T
rip
s 0
00
7+
Nig
hts
Source: 2007 ABS / ICCA / Internal. Holiday destination is primary one.
biggest ‘offshore’ holiday destinationCruising is set to become the
1 ship call = 12 x 737/800 passenger jets
By the end of next year, Carnival Australia will be carrying 17,000 passengers and crew at any given time…
…the equivalent of the population of the Whitsundays
The best form of customer engagementUsing Facebook & blogs in your marketing strategy
Once upon a time there was the 60sec TVC…
Our passengers
No longer about ‘who has the best website’
Website
R.E.S.P.E.C.T.Anthony Goldman
Who has the best ‘online community’
Blog Youtube channel
External forums
Website
External blogs
Website
Our Ship blogs
20
‘Engaging those who want to know more about life on board’
3000 visitors a wk
1500 comments
70 passenger bookings
R.E.S.P.E.C.T.Jeffrey ColeKaren Ganschow
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‘Engaging those who are about to cruise’
500 fans a week
220 interactions a wk
10K page views a wk
Rollcall…
22
23
‘Engaging those who want to know our new news
R.E.S.P.E.C.T.Anthony Goldman
24
‘Engaging those who want to know all about cruisingOur Website
H1N1 Swine Flu Case StudyUsing social media in crisis management
The national symbol for swine flu
Sydney Morning Herald on 30 – 31 MayIllustration: Simon Bosch
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu.
Pacific Dawn returning from South Pacific
30 May 1 June 2 June 4 June 5 June
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea
Returning from South Pacific Arrives in SydneyPax disembark
Sails at 10.30pm3 crew + 4 pax H1N1
30 May 1 June 2 June 4 June 5 June
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in Sydney.No pax with swine flu. At sea.
Noumea
Returning from South Pacific Arrives in Sydney. Pax disembark.
Sails at 10.30pm.3 crew + 4 pax H1N1.
At sea
30 May 1 June 2 June 4 June 5 June
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in Sydney.No pax with swine flu.
At sea. Noumea.At sea & Suva
Returning from South Pacific Arrives in Sydney. Pax disembark.
Sails at 10.30pm.3 crew + 4 pax H1N1.
At sea. Can no longer visit NQ portsWill head to Brisbane
30 May 1 June 2 June 4 June 5 June
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea Noumea At sea & SuvaPort Denarau, Fiji
Returning from South Pacific Arrives in SydneyPax disembark
Sails at 10.30pm3 crew + 4 pax H1N1
At sea Can no longer visit NQ portsWill head to Brisbane
7 pax swabs tendered to shore at Gladstone
All clear
30 May 1 June 2 June 4 June 5 June
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea Noumea At sea & Suva Port Denarau, Fiji
Returning from South Pacific Arrives in Sydney.Pax disembark
Sails at 10.30pm3 crew + 4 pax H1N1
At sea Can no longer visit NQ portsWill head to Brisbane
7 pax swabs tendered to shore at Gladstone
All clear
30 May 1 June 2 June 4 June 5 June
Dravuni Island, Fiji
Arrives in Brisbane – 3 days ahead of plan.
84 pax disembark
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea Noumea At sea & Suva Port Denarau, Fiji
Returning from South Pacific Arrives in Sydney.Pax disembark
Sails at 10.30pm3 crew + 4 pax H1N1.
At sea Can no longer visit NQ portsWill head to Brisbane
7 pax swabs tendered to shore at Gladstone
All clear
30 May 1 June 2 June 4 June 5 June
Dravuni Island, Fiji Vila
Arrives in Brisbane – 3 days ahead of plan
84 pax disembark
Swabs off at Coffs & pilotArrives in Sydney
No swine flu
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea Noumea At sea & Suva Port Denarau, Fiji
Returning from South Pacific Arrives in Sydney.Pax disembark
Sails at 10.30pm3 crew + 4 pax H1N1.
At sea Can no longer visit NQ portsWill head to Brisbane
7 pax swabs tendered to shore at Gladstone
All clear
30 May 1 June 2 June 4 June 5 June
Dravuni Island, Fiji Vila Lifou cancelledFive pax & 1 crew have flu-
like symptoms
Arrives in Brisbane – 3 days ahead of plan
84 pax disembark
Swabs off at Coffs & pilotArrives in Sydney
No swine flu
Darling Harbour
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea Noumea At sea & Suva Port Denarau, Fiji
Returning from South Pacific Arrives in Sydney.Pax disembark
Sails at 10.30pm3 crew + 4 pax H1N1.
At sea Can no longer visit NQ portsWill head to Brisbane
7 pax swabs tendered to shore at Gladstone
All clear
30 May 1 June 2 June 4 June 5 June
Dravuni Island, Fiji Vila Lifou cancelledFive pax & 1 crew have flu-
like symptoms
At sea
Arrives in Brisbane – 3 days ahead of plan
84 pax disembark
Swabs off at Coffs & pilotArrives in Sydney
No swine flu
Darling Harbour Sails full on next cruise
23 May 25 May 26 May 27-28 May 29 May
Dawn Princess in SydneyNo pax with swine flu
At sea Noumea At sea & Suva Port Denarau, Fiji
Returning from South Pacific Arrives in Sydney.Pax disembark
Sails at 10.30pm3 crew + 4 pax H1N1
At sea Can no longer visit NQ portsWill head to Brisbane
7 pax swabs tendered to shore at Gladstone
All clear
30 May 1 June 2 June 4 June 5 June
Dravuni Island, Fiji Vila Lifou cancelledFive pax & 1 crew have flu-
like symptoms
At sea Arrives SydneyNo swine flu
Arrives in Brisbane – 3 days ahead of plan
84 pax disembark
Swabs off at Coffs & pilotArrives in Sydney
No swine flu
Darling Harbour Sails full on next cruise At sea
On SMH alone:
• Swine flu and ships linked for first time• Timing is everything• First human transmission outside Victoria • Situation evolved quickly• Authorities developed policy on-the-run• No national approach • Public health – panic!• Little concern we had a business to run
Our challenges
The Players
We had 2 strategic choices:
• Protect short term revenue• Behave like we were trapped
• Turn it around & protect reputation• Fight tooth-and-nail for a policy• Short term hit to protect long-term revenue
OR
The Commerical Decision
• Established incident team - met every 3 hours (or as required)
• Included Captain & ship executive
• Nominated representatives to liaise with authorities
• Passenger announcements onboard
• Travel agent & supplier communications
• Traditional media liaison
• CEO briefings for passengers onboard
• Presence in digital channels to tell the facts
Our Response – an integrated approach
R.E.S.P.E.C.T.Rohit Bhargava
Our Digital response
Role of digital comms was to provide regular updates of the facts to relevant stakeholders
The channels we used to release regular updates were:
•Digital PR outreach•The P&O Cruises website (homepage)•The Pacific Dawn blog •The @POCruises Twitter account •A Carnival Australia YouTube channel
Video responses
• Five YouTube video updates from CEO Ann Sherry, each video turned around within an hour of filming
• Total of 9,949 video views• 13 comments - 11 highly positive, 2 negative (from the same person)
Blog Updates
• 12 blog posts were posted on the blog• Daily blog views jumped dramatically during the crisis and have
remained higher than before the incident • 33 comments – all positive
• A total of 25 Tweets from Carnival during the swine flu crisis kept followers updated on all developments.
• Outreach during this time actually helped to build followers on the new Twitter account, with followers more than doubling during the swine flu incident
Twitter: regular updates
Homepage announcements
We made quick changes to our homepage to feature the latest update videos and links with travel advice on H1N1.
Results: Positive feedback
We received positive feedback from passengers, concerned family and friends and the media for our digital channel approach.
Feedback posted online
Feedback posted online
“Well done P&O. You have been an innocent victim in all this and your response has been fantastic. May your star continue to shine brighter! “
“Pacific Dawn rules stick in there”
“Thank you Anne for making us feel more at ease on the our upcoming cruise next week! I am 100% sure the media has taken this issue to a whole new level for their own agenda! What a shame! We are really looking forward to this trip! We have been waiting for this trip for 18months.”
“P & O are being made media scapegoats regarding this swine flu.. Planes have not been prevented from taking off or landing , or diverted from their destinations with untold passengers on board, yet one cruise ship is being hyped up as threatening to Australia public health …..come on!……….. Give P & O a fair go…..”
Thanks for your updates re swine flu. The media is having a ball giving you guys a hard time. Keep your chins up.
Feedback posted onlineDear Ms Sherry,Congratulations to you and your staff on a job well done. The reason I am writing to you is because we are impressed with the approach and way your company is handling this challenging time. I have been taking special interest due to the fact that we will be travelling with P&O on the Dawn Princess leaving 22nd June. The reasons are as follows from my observations with press releases:_Your company has handled the flue issue very professionally and responsibly.Your priority is the passengers not just the money, which is very rare these days. I guess that is the one thing that really hit home to us is that you genuinely care. I just thought with what is going on around you and your staff right now it might be nice to hear how you have become across to the general public and to know your effects have been appreciated and noted. I do not write letters normally I might think about it but this is a first and that is because I felt touched at the lengths you re going to and that shows INTEGRITY and not just because you have a duty of care.My husband is telling our friends he is a “virgin” because he is going on his first ship cruise! We are excited and looking forward to it and as I write this letter we have 17 sleeps to go before we leave Perth to start our holiday. I would like to express how proud we feel to be travelling with your company.I do hope this letter reaches you personally as I can only imagine the enormous pressure it has put upon your company at this time and I hope this letter brightens your day.Kind regards Yvonne and Graham Fogarty.PS its flu season some people are bound to be boarding with a sniffle, I wonder who is benefiting from this over reaction? Definitely not your company or the ordinary people like us who have saved up to do a once in a life time trip.Kind regards Yvonne Fogarty
Results: Website traffic increase
During the Swine Flu crisis, daily website traffic doubled and has remained above average post the crisis management campaign.
Daily traffic to the Pacific Dawn blog also doubled and has remained 10% above pre-crisis levels
From Despair to Delight
Daily Telegraph - 27 May 2009 Daily Telegraph - 9 June 2009
Daily Telegraph – 2 June 2009
Key Learnings
• Digital channels are very effective for telling your side of the story…. The facts.
• Speed to market is important• Leave all blog posts/comments live indefinitely• Absolute transparency• Get on the front foot to turn your customers
into advocates
Case Study: 3 night Food & Wine Cruises Evaluating effectiveness of social media
BackgroundBusiness Objective:• Fill 2 x 3 night cruises on 31st July and 14th August cruising from
Sydney on board Pacific Dawn
Strategy: • Target couples, 25+, ‘new cruisers’• Compete against short breaks segment with food & wine theme• Position cruising as a contemporary holiday of choice to ‘new
cruisers’
Media (3 weeks): • Press ads• Search• EDM• Social Media (including exclusive deal)
56
Results
• Tweets & RT resulting in 9000 followers receiving the message with a CTR of 3.36%
• @POCruises followers doubled during campaign
• Cruises sold out • 2 bookings through Twitter
Blog Coverage : Google blog results ranked #1 and #5
59
So what did we learn?
It’s not always about direct $ ROI
Use as an opportunity to build followers and send key online bloggers onboard
Social media is a great listening
channel
Publish theme nights early
Nightclub facilities on our ships
Childrens facilities
R.E.S.P.E.C.T.Don Pepper
3 step Social Media strategy
1. Establish Presence
2. Engagement
3. Explore Commercial opportunities (if relevant)
Summary
Social media is not one size fits all! Keep trying everything and find what works for you
Define clear roles for each social media channel
Don’t just build digital into your strategy, build your strategy around it
JFDI!!!
THANK YOUsimon.cheng@carnivalaustralia.com
@Chengy
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