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Carnival Australia Social

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Carnival social media strategy and results. Includes look at Swine flu case study.

Carnival social media strategy and results. Includes look at Swine flu case study.


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  • Examples of Ready fire aim are Windows and most software with update capabilities. collecting email addresses fields
  • Best customer engagement and should link into your loyalty strategy Better than the 60sec ad
  • 3000 visitors a week across both blogs 1423 comments
  • Growing at 500 fans a week with minimal promotion. We will be promoting to agents and in our documentation etc. 200 interactions a week Pages views are nearing 10K a week
  • - Trained our journos to follow us, example of a journo complaining during ‘swine flu’ that we weren’t tweeting fast enough
  • The problem – we became the national symbol for swine flu – while policy-makers were deciding their approach. The reality is that up until that point there was no person-to-person transmission of swine flu outside of Victoria. Recap these two weeks of media frenzy before discussing its management and some key observations.
  • Important to understand what was happening elsewhere in the community at the same time because it creates an understanding that the panic was being driven/elevated by others. 23 May - Fed Govt lifts swine flu alert to “ contain ”
  • NSW Government telling children to miss school for 7 days if been overseas.
  • WHO says Australia may experience worse swine flu pandemic than northern hemisphere
  • Federal Government announces they will order enough Tamiflu for 10 million people.
  • Fed Government announces it is lifting its swine flu status to “ treating ” .
  • QLD Government forced to enact emergency legislation to make Multiplex accept Pacific Dawn. QLD Health feeds fear by Chief Health Officer telling people to stockpile food! NSW Govt says it will use its powers to force people into quarantine.
  • Victorian Govt upgrades its swine flu approach to “sustain”.
  • NSW Government tells children who attend State of Origin in Melbourne to stay at home. Community view starting to change – a growing view that this approach is a bit over-the-top.
  • This was the first time a concern about human swine flu on a cruise ship has arisen in Australia which gave it a life of its own. Timing is everything – we became of greater focus because the issue was so topical ashore, especially in Victoria. A week later and media would have been more worried about the health of rugby league players … In many ways, the media interest was being inadvertently ramped up by health authorities which held daily (sometimes twice daily) media conferences. Their messages about process were inconsistent and unclear. This was a situation which was evolving quite quickly with little information available at the time. In many cases, we were simply not able to answer the questions from passengers because we did not know when authorities would formulate guidelines for both embarkation and disembarkation. Health authorities’ processes for embarkation and disembarkation were not clear until, in most cases, the evening before the ship arrived. We had an absurd situation where a ship that departed Sydney but was heading for QLD was being treated differently in each state. In the midst, our CEO and global CMO visited Canberra in an attempt to drive a consistent approach but there was no appetite for a consistent approach. Rolling updates by health authorities. Even had an absurd situation in QLD where the head of public health told people to stock up on food.
  • Many players involved each with their own and competing agendas. No national coordination – even though pandemic plans really should be in place. Made it difficult because much of the information/circumstances were beyond our control. However, our aim was to provide clear, consistent and timely communications for those activities we could manage ourselves.
  • This had the potential to bring our business to its knees … not just now but over the long term. The issue was that nobody in government understood about the broader business implications for us or even wanted to take the time to understand that we had millions of dollars at risk. They were in the moment. They also weren’t thinking about the long-term damage to tourism which is the nation’s third biggest employer. There are trade offs to be made. We had to make our own in order to protect our reputation and relationship with passengers over the long term. When you think about 50% of our passengers are repeat business, this is important.
  • We established an integrated and managed approach to ensure clarity around actions, messages and ensure information flow.
  • Our reflections: A national approach is key – we need to keep the dialogue going to achieve this for future. You have to maintain relationships with authorities in the ‘down’ times so you can quickly create understanding/seek assistance during a crisis. Don’t own problems that aren’t yours – we had to make a strategic decision at one point to step away from the media comment to force Health authorities to step up. Turn your passengers into advocates – having those cheques in their hands and keeping the communication flow (even if it changed) was important. Even had the CEO get onto the ship to address passengers when the ship docked. Be transparent Remember - it is fleeting and you still have a business to run. As you can see, we worked hard to turn the ship of despair into the ship of delight.
  • Focus on building followers so the deal goes to the right people, put up a blog post to drive people to Twitter   Send some influencers on the first cruise who can build hype prior to the cruise and Tweet/blog about the cruise on board
  • Publishing Theme nights early from feedback Concern about PJ and no Dome Lots of questions re Childrens facilities, so led to a specific blog post and video content
  • Transcript

    • 1. September 2009 Simon Cheng Director of Marketing Reviewing the Performance of Social Media campaigns Putting theory into practice
    • 2. R.E.S.P.E.C.T.
    • 3.  
    • 4. Ready Fire! Aim
    • 5. 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
    • 6. 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
    • 7.  
    • 8. The Australian cruise industry is growing at 26% per year Source: ICCA report March 2009
    • 9. In just two weeks in February, Carnival Australia brought in 26,000 passengers on 11 ships, contributing $8 million to the economy
    • 10. In 2004 158,000 passengers In 2008 303,000 passengers Source: ICCA report March 2009 90% category growth in 4 years
    • 11. P&O Cruises fleet doubling by 2010 From December, 3 ships based in Sydney year round
    • 12. for Australians, bigger than the US, UK, Indonesia and Thailand Source: 2007 ABS / ICCA / Internal. Holiday destination is primary one. biggest ‘offshore’ holiday destination Cruising is set to become the
    • 13.
      • 1 ship call = 12 x 737/800 passenger jets
    • 14. 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
    • 15. The best form of customer engagement Using Facebook & blogs in your marketing strategy
    • 16. Once upon a time there was the 60sec TVC…
    • 17. Our passengers
    • 18. No longer about ‘who has the best website’ Website R.E.S.P.E.C.T. Anthony Goldman
    • 19. Who has the best ‘online community’ Facebook Blog Youtube channel Twitter External forums Website External blogs Website
    • 20. Our Ship blogs ‘ 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 Cole Karen Ganschow
    • 21. ‘ Engaging those who are about to cruise’ 500 fans a week 220 interactions a wk 10K page views a wk
    • 22. Rollcall…
    • 23. ‘ Engaging those who want to know our new news R.E.S.P.E.C.T. Anthony Goldman
    • 24. Our Website ‘ Engaging those who want to know all about cruising
    • 25. H1N1 Swine Flu Case Study Using social media in crisis management
    • 26. The national symbol for swine flu Sydney Morning Herald on 30 – 31 May Illustration: Simon Bosch
    • 27. 23 May 25 May 26 May 27-28 May 29 May Dawn Princess in Sydney No pax with swine flu. Pacific Dawn returning from South Pacific 30 May 1 June 2 June 4 June 5 June
    • 28. 23 May 25 May 26 May 27-28 May 29 May Dawn Princess in Sydney No pax with swine flu At sea Returning from South Pacific Arrives in Sydney Pax disembark Sails at 10.30pm 3 crew + 4 pax H1N1 30 May 1 June 2 June 4 June 5 June
    • 29. 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
    • 30. 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 ports Will head to Brisbane 30 May 1 June 2 June 4 June 5 June
    • 31. 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 Port Denarau, Fiji 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 ports Will head to Brisbane 7 pax swabs tendered to shore at Gladstone All clear 30 May 1 June 2 June 4 June 5 June
    • 32. 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 Port Denarau, Fiji 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 ports Will 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
    • 33. 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 Port Denarau, Fiji 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 ports Will 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 & pilot Arrives in Sydney No swine flu
    • 34. 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 Port Denarau, Fiji 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 ports Will 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 cancelled Five pax & 1 crew have flu-like symptoms Arrives in Brisbane – 3 days ahead of plan 84 pax disembark Swabs off at Coffs & pilot Arrives in Sydney No swine flu Darling Harbour
    • 35. 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 Port Denarau, Fiji 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 ports Will 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 cancelled Five pax & 1 crew have flu-like symptoms At sea Arrives in Brisbane – 3 days ahead of plan 84 pax disembark Swabs off at Coffs & pilot Arrives in Sydney No swine flu Darling Harbour Sails full on next cruise
    • 36. 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 Port Denarau, Fiji 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 ports Will 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 cancelled Five pax & 1 crew have flu-like symptoms At sea Arrives Sydney No swine flu Arrives in Brisbane – 3 days ahead of plan 84 pax disembark Swabs off at Coffs & pilot Arrives in Sydney No swine flu Darling Harbour Sails full on next cruise At sea
    • 37. On SMH alone:
    • 38.
      • 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
    • 39. The Players
    • 40.
      • 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
      The Commerical Decision OR
    • 41.
      • 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
    • 42. 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
    • 43. 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)
    • 44. 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
    • 45.
      • 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
    • 46. Twitter: regular updates
    • 47. Homepage announcements We made quick changes to our homepage to feature the latest update videos and links with travel advice on H1N1.
    • 48. Results: Positive feedback We received positive feedback from passengers, concerned family and friends and the media for our digital channel approach.
    • 49. Feedback posted online
    • 50. 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.
    • 51. Feedback posted online Dear 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
    • 52. 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
    • 53. From Despair to Delight Daily Telegraph - 27 May 2009 Daily Telegraph - 9 June 2009 Daily Telegraph – 2 June 2009
    • 54. 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
    • 55. Case Study: 3 night Food & Wine Cruises Evaluating effectiveness of social media
    • 56. Background
      • Business Objective:
      • Fill 2 x 3 night cruises on 31 st July and 14 th 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)
    • 57.
    • 58. 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
    • 59. Blog Coverage : Google blog results ranked #1 and #5
    • 60. So what did we learn?
    • 61. It’s not always about direct $ ROI
    • 62. Use as an opportunity to build followers and send key online bloggers onboard
    • 63. 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
    • 64. 3 step Social Media strategy
      • Establish Presence
      • Engage ment
      • Explore Commercial opportunities (if relevant)
    • 65. 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!!!
    • 66. THANK YOU [email_address] @Chengy