The Greatest Social Media Adventure in the World


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The Greatest Social Media Adventure in the World- In depth New Media Plan.

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The Greatest Social Media Adventure in the World

  1. 1. The Greatest Social Media Adventure in the World<br />An Active, Compelling, Authentic World Wide Conversation<br />
  2. 2. The Challenge<br />Re-enforce Cunard as the go to premium luxury cruise line amidst… <br />An ever increasing social media dependent consumer.<br />The social web is increasingly where consumers turn to make their purchasing decisions.<br />Consumers are looking for authentic recommendations from people just like them.<br />A glut of new cruise ships. <br />A struggling global economy.<br /><br />
  3. 3. The Solution…<br /><br />
  4. 4. Launch Cunard’s Social Media Adventure with a Bang<br />The Greatest Social Media Adventure in the World<br />
  5. 5. What is The Greatest Social Media Adventure in the World?<br />The Greatest Social Media Adventure in the World is the passion and brain child of Guiesseppe and Kathryn Jones.<br />Intrepid cruisers, new media experts, actors and producers, the Joneses are prepared to travel the world creating everything from gorgeous internet ready videos to Flickr photos to blog posts to Twitter conversations, building a strong, impassioned group of followers along the way.  <br />Following in the footsteps of some of the most successful social media campaigns to date, among them Ford Fiesta and “The Best Job in The World” - The Greatest Social Media Adventure in the World is poised to  evangelize the Cunard brand to both new passengers and Cunard loyalists far and wide.<br /><br />
  6. 6. Immediate Goals<br />Establish an active, compelling, authentic worldwide conversation with potential travelers, cruise enthusiasts and Cunard loyalists.<br /><br />
  7. 7. Immediate Goals…<br />Bring the glamour, the excitement and the elegance of aCunard Cruise to living, breathing life on the social graph via the once in a lifetime event of a World Cruise experience.<br /><br />
  8. 8. Immediate Goals…<br />Empower current Cunard lovers and passengers to utilize the social web to tell their own stories about their love of the Cunard brand.<br /><br />
  9. 9. Immediate Goals…<br />Build powerful personal identifications with the Cunard brand, thereby building strong desire and brand loyalty among current and future Cunard guests.<br /><br />
  10. 10. Long Term Goals<br />Establish the Cunard name on the social web as synonymous with luxury cruise adventures.<br />Stoke excitement about the launch of the new Queen Elizabeth.<br /><br />
  11. 11. What Is The Greatest Social Media Adventure in The World?<br /><br />
  12. 12. A World cruise that generates more than 35 professionally produced, authentic and accessible online videos.<br /><br />
  13. 13. Thousands of photos uploaded to Flickr.<br />Watermarked with the Cunard name.<br />Tagged with the Cunard name.<br />Geotagged so that they appear on Google maps.<br /><br />
  14. 14. Over 100 blog posts covering all aspects of life on and off-board.<br /><br />
  15. 15. Hundreds of Twitter conversations all tagged with the Cunard name.<br /><br />
  16. 16. Live meet-ups at overnight locations around the world with enthusiasts and followers.<br />The twitter community is a very social community and often engages in &apos;tweet-ups”- in person events usually held in a local bar where twitter-ers come to meet their online friends in person. <br /><br />
  17. 17. On-board social media training for passengers.<br />Empower passengers to evangelize the Cunard experience via blogs, videos and photos, resulting in an exponential amount of media documenting Cunard’s world cruise.<br /><br />
  18. 18. Why Social Media?<br /><br />
  19. 19. Go Where Your Customers Are<br />YouTube is the second largest search engine in the world.<br />In February and March of 2009 the number of people over 35 on Facebook nearly doubled. <br />43% of people on line now use social networking sites, such as Facebook, MySpace, and LinkedIn.<br /><br />
  20. 20. Speak When Your Customers are Listening<br />70% of consumers trust online peer recommendations according to a July 2009 Nielsen Global Online Consumer Survey. <br />“The explosion in Consumer Generated Media over the last couple of years means consumers’ reliance on word of mouth in the decision-making process, either from people they know or online consumers they don’t, has increased significantly.” <br />- Jonathan Carson, President of Online, International, for the Nielsen Company<br />Did you know…a three star review will drive more purchase intent than no reviews at all?<br />
  21. 21. Higher Financial Success Rates<br />“brands most engaged in social media are also experiencing higher financial success rates than those of their non-engaged peers.”<br /> - Sarah Perez / July 20, 2009, Read Write Web<br /><br />
  22. 22. Engage Your Customers<br />People turn to social media sites to ENGAGE with content<br />Average click through rate (CTR) of twitter links can be as high as 10% compared to less than .5 % for banners.<br /> - Pravda Media Group<br />On average, audiences clicking on video links from Twitter watch a video 36.91% longer than viewers referred by Facebook and 49.98% longer than viewers referred by Digg. <br />-TubeMogul<br />Why? Social media users go to their favorites sites specifically to engage. To have an active, rather than a passive experience. They are there to have a conversation, to see what videos and pictures their friends are looking at, to follow links.<br /><br />
  23. 23. Great PR<br />Beingthe first company in an industry to fully embrace “social media” is a great PR Story. It’s the first mover’s advantage…<br />Our series 35 was covered by The New York Times and The Wall Street Journal, despite the fact that we were a brand new two person company with a $5000 dollar budget. Why were we covered? We were the first to the table with an innovative, exciting idea!<br />Massachusetts Historical Society was covered in the NY Times for its twitter feed of John Quincy Adam’s voyage to Russia.<br />And of course many, many more examples from much larger players like The Ford Fiesta Movement, Starbucks and Comcast.<br /><br />
  24. 24. Why Us?<br /><br />
  25. 25. Professionals Both In Front Of And Behind The Camera<br />Collectively we have appeared in<br />more than 10 national television programs…<br /> independent and studio films…<br /> over 40 web videos…<br />and produced video series for brands including Pansasonic and<br /><br />
  26. 26. Social Media Expert and Online Video Innovators<br />TV shows from “Will & Grace” to “ER” have broadcast live episodes to pump up ratings. Now that strategy has come to the Web with a new drama streaming live in prime time.<br />John Jurgensen, The Wall Street Journal<br />Theater people: we need you!<br />Virginia Heffernan, <br />The New York Times<br />We have produced<br /> the first ever scripted drama ever to be streamed live over the internet to national critical acclaim…<br /> a first of its kind online political webathon to over 17,000 unique views during one 8 hour period…<br /> a weekly podcast when the movement was still in it’s infancy…<br /> a live internet talk show…<br />and spoken at conferences on online video and social media throughout the United States.<br /><br />
  27. 27. Passionate About Your Brand<br />On the two most meaningful vacations of our life, our honeymoon and our fifth anniversary, we chose Cunard. <br />Our dreams have come true on Cunard and we believe we can communicate that sense of excitement and unlimited possibility to our audience.<br /><br />
  28. 28. We Are A Trusted Voice<br />We are not marketers, we are regular people – just like your customers.<br />Users online want authenticity- when it comes to making online purchases they are searching for users like them to serves as their trust agents.<br />According to Jeremiah Owyang of Forrester Research, when Intercontinental Hotel Group allowed their top customers to upload photos of their vacations to the IHC site, the site experienced increased revenue. Users recognized their peers photos as experiences and images they too could emulate.<br />
  29. 29. The Plan<br />In detail…<br /><br />
  30. 30. 35+ Videos<br />A three minute video for every destination Five videos documenting life on board the shipThree how-to videos. 35+ professionally produced, but accessible videos that speak with the authentic voice of a Cunard traveler, including videos on destinations and life on board, as well as three how-to themed videos designed to take advantage of the vast how-to video market.All videos will be tagged, uploaded to our blog, YouTube, Facebook, and every major video site, posted on twitter, and all fully e-mailable and embeddable.<br /><br />
  31. 31. Flickr and Twitter<br />Thousands of photos uploaded to Flickr.<br />Hundreds of Twitter Conversations.<br />All tweets hash-tagged with the Cunard name.<br />All photos tagged with the Cunard name.All photos tagged with all pertinent meta data.All photos watermarked with Cunard World Cruise 2010.All photos geotagged so that they appear on Google maps.<br />Some of our Flicker photos of Vigo, Monaco and Germany appear on the first page of Google and Yahoo image search. Flickr can be a very effective SEO tool.<br />
  32. 32. Daily blog posts<br />Topics Could Include…<br />Meals on board<br />Cocktails on board<br />Our work out regimen – including exercise classes<br />Cunard connections<br />Who we have met on board<br />The people we have met on board have been one of the highlights of our cruises. <br />Evening entertainment- from clubs to musicians to shows<br />Interviews with chosen Cunard employees<br />Entertainers<br />Lecturers<br />Musicians<br />Cruise director<br />Admiral<br />Other staff<br />Travel information about upcoming ports<br />Daily &quot;a view from our balcony&quot; pic<br />Formal nights<br /><br />
  33. 33. On-board Social Media Training For Passengers <br />Bi-weekly social media seminar’s designed to empower your passengers to evangelize their own love of the Cunard brand.<br />Topics Could include…<br /><ul><li>Blog set-up- perhaps with a Cunard centric template
  34. 34. Twitter accounts
  35. 35. Flickr accounts
  36. 36. YouTube accounts
  37. 37. Instructions on social media best practices
  38. 38. Tags and hash tags</li></ul><br />
  39. 39. Other Possible Social Media Initiatives<br />iPhoneapp<br />Facebookpage<br />Facebookapps…<br /><br />
  40. 40. Kathryn Jones<br />Guiesseppe Jones<br />Kathryn is the founder and producer of Together with her husband Guiesseppe, produced the first ever scripted web drama to stream live on the Internet in September of 2007. Utilizing 3 cameras, mixed in real time and streamed live, presented 10 consecutive episodes of the live web drama, 35, covered by The Wall Street Journal, The New York Times, Mashable, featured in iTunes and numerous blogs. <br />Kathryn and Guiesseppe also conceived of, produced and hosted The Crabbo and Jabbo Show, a live internet talk show about technology and the arts.<br />In addition, Kathryn conceived of and produced, with her partner Charlie Oliver, the first ever live 8 hour Webathon, Women Respond to Palin, which received over 17,000 unique views over an 8 hour broadcast period despite a total production and marketing budget of $1000.<br />She was the producer, host and editor;s video podcast Question of the Week, has spoken at online video and social media conferences throughout the United States, and spent much of the past year as VP of Branded and Sponsored Entertainment at For Your Imagination.<br />Kathryn has produced theater both in the United States and at the Edinborough International Fringe Festival. She received her acting training at Northwestern University, Actor’s Theatre of Louisville and The Shakespeare Lab at the Joseph Papp Public Theater. She has worked in theaters around the United states and has shot numerous shorts and independent films.<br />Guiesseppe is the founder and co- producer of, producers of the first ever scripted web drama to stream live on the Internet. He also co-produced and hosted The Jabbo and Crabbo Show, a live internet talk show about technology and the arts.<br />He has appeared in numerous national televisions shows, including Fringe, Damages, Law and Order, Kings, Mercy, LoveMonkey, Third Watch, CriminalIntent and RescueMe as well as in the Nora Ephron film, JulieandJulia.<br />Guiesseppe was trained at The American Conservatory Theatre in San Francisco and has worked in regional theaters all over the US. Roles have included the title roles in both Othello and JuliusCaesar, and lead roles in plays that include MasterHarold and theBoys, TwelfthNight, Fences, Art, TheExonerated, and AsYouLike It.<br />
  41. 41. We look forward to working with you towards our mutual goal of creating an active, compelling authentic World Wide conversation aboard The Greatest Social Media Adventure in the World!<br />
  42. 42. Thanks…And Bon Voyage!<br />Kathryn and Guiesseppe Jones<br />917-992-2217<br /><br />