This document outlines Norwegian Cruise Line's 2017 social media strategy. The objectives are to increase brand loyalty and engagement by 30% across all platforms. Key strategies include increasing blog traffic and social media content while encouraging customer feedback. An audit found Facebook has the most interactions while LinkedIn has the least. Most customers are females aged 18-30. The strategy identifies roles, content guidelines, and response plans. Progress will be measured by metrics like followers, engagement, and sentiment analysis.

1. NORWEGIAN CRUISE LINE
SOCIAL MEDIA STRATEGY
By: Ciara Jones
February 14, 2017

2. TABLE OF CONTENTS
1. Executive summary
2. Social Media Audit
Social Media Assessment- Dec 1 2016
Traffic SourcesAssessment – Jan 1- Mar 31st 2016
Customer DemographicsAssessment
Competitor Assessment
3. Social Media Objectives
4. Online Brand Persona andVoice
5. Strategies andTools
6.Timing and Key Dates
7. Social Media Roles and Responsibilities
8. Social Media Policy
9. Critical Response Plan
10. Measurement and Reporting Results – Jan 1, 2017

3. EXECUTIVE SUMMARY
 Our major social media plan for 2017 will be increasing awareness of the
Norwegian Cruise Line brand and increasing online customer service engagement
 Major Strategies Include:
 Increase traffic to Norwegian Cruise Line Blog
 Increase content posted onTwitter, Facebook and Instagram
 Encourage customer feedback and conversations

4. SOCIAL MEDIA AUDIT – SOCIAL MEDIAASSESSMENT – DATE:
DEC 1
Social Network URL Follower Count Average Weekly
Activity
Average Engagement
Rate
Facebook Page https://www.facebook.
com/Norwegiancruiseli
ne/
881,218 8 Posts per week 2.8%
Twitter https://twitter.com/Crui
seNorwegian
123,059 7 posts per week 2.9%
Instagram https://www.instagram.
com/norwegiancruiseli
ne/?hl=en
256,000 5 posts per week Average Interactions
per post- 50
LinkedIn https://www.linkedin.c
om/company/norwegia
n-cruise-line
62,318 followers 3 posts per week 2.0%
Assessment Summary: At present time , the highest amount of interactions per post occur on Facebook. Many customer
Service requests are on Facebook.The least amount of engagement occurs on LinkedIn because the website is mainly used
for recruitment purposes.

5. SOCIAL MEDIA AUDIT – WEBSITETRAFFIC SOURCES
ASSESSMENT-TIME FRAME MONTHLYAVERAGE JAN 1- MAR 31
Source Volume % of OverallTraffic Conversion Rate
Facebook 1000 unique visits 25% 2.5%
Twitter 3000 unique visits 10% 2.0%
Instagram No Data No Data No Data
LinkedIn 100 unique visits 0.5% 0.2%
Traffic Summary: At present time, Facebook is the biggest driver of traffic to the website.The conversion rate (conversion goal=
booking) is also higher thanTwitter at 2.5%. Although there is no direct trafficking on Instagram, many interactions occur on the
application.

6. SOCIAL MEDIA AUDIT – AUDIENCE DEMOGRAPHIC
ASSESSMENT – SURVEY DISTRIBUTED IN DECVIA EMAIL- 1500 RESPONSES
Age Distribution Gender
Distribution
Primary Social
Network
Secondary Social
Network
Primary Need Secondary Need
60% 18 - 30 56% Female 56% Female 35% Instagram Family friendly,
fun and organized
vacations
Interesting
Excursions
30% 31 - 40 44% Male 44% Male 25% Facebook
10% 41 - 55 50% Facebook 20%Twitter
10% 56 - 80 35%Twitter
30% Instagram
The majority of responses came from females ages 18-30. Facebook, Instagram andTwitter are the main social media
platforms used. Family -friendly, fun and organized vacations are the main motivators for cruising. Some more focus
should be placed on Instagram content and engagement.

7. SOCIAL MEDIA AUDIT – COMPETITORASSESSMENT – FEB 2017
Competitor Name Social Media Profile Strengths Weaknesses
Royal Caribbean https://www.facebook.com/ro
yalcaribbean/
Lots of engagement with
guests.Almost used as
customer service platform.
Visuals in every post.
Some visuals do not really
address the brand. Looks like
any other cruise.
Carnival Cruises https://twitter.com/CarnivalCr
uise
Lots of visuals and retweets
from guests.Question and
answer tweets get
engagement.
Lacking in engagement and
posts. Does not post that
frequently
Holland America Cruises https://www.instagram.com/
halcruises/
Very good quality photos.
Consumer engagement is
abundant
No hashtag to follow.
Captions are bland.
Consumer Assessment Summary:The three competitors focus on Instagram,Twitter and Facebook. High quality visuals are
important for consumer engagement and quick customer service responses are important for brand loyalty.The areas where
competition has room for improvement is in their overall brand image on social media and the use of a easy-to-remember
hashtags.

8. SOCIAL MEDIA OBJECTIVES
 In 2016, the primary focus of our social media plan was to increase brand
awareness. However, this year to drive revenue goals, the focus will shift towards
creating brand loyalty with our returning customers.This will be attained by
increasing engagement on all sites and answering to all customer service
complaints.
 Some objectives include:
 Increase online engagement on all platforms by 30%
 Increase brand awareness by engagement onTwitter
 Increase use of NorwegianCruise Line Hashtag on Instagram andTwitter.
 Increase Instagram followers by 20% in the first quarter
 Increase live feeds on Instagram and Facebook

9. KEY DEMOGRAPHICS
Women 18-30 Women and Men 30-40 Women and Men 45+

10. KPI AND KEY MESSAGES
KPIs
 Number of leads to official website
 Number of Instagram followers
 Number of Facebook likes
 Sentiment Analysis
 Number of visuals posted weekly
Key Messages
 #FeelFree with family and friends
 Adventure for everyone

11. ONLINE BRAND PERSONA ANDVOICE
 Adjectives that describe our brand:
 Fun
 Adventurous
 Family-friendly
 Accommodating
 Relaxing
 Free-style
When interacting with customers we are:
 Informative
 Professional
 Friendly

12. EXAMPLE SCREEN SHOTS OF POSTS
#CruiseNorwegian
#FeelFree –Video on
Facebook
Questions for followers to answer

13. STRATEGIES ANDTOOLS
Paid: Every other day consider boosting a post based on how important the content is.The
post must have a minimum organic reach of 200 as well as minimum of 5 comments.
Owned: Continue using #CruiseNorwegian on Instagram posts. Encourage in captions for
guests on the ship to use it. Make sure to re-gram and re-tweet guests using the hashtag.
Tell ship staff to encourage guests to the hashtag.
Earned: Begin a #CruiseNorwegian sweepstake where a guest can get 20% off of vacation if
their photo is picked on Instagram.
Find a blogger or writer to go on a NorwegianCruise Line vacation and blog the whole
vacation.
Tools:
Approved: Hootsuite, Canva Rejected: N/A Existing subscriptions:Adobe Creative
Suite,Vimeo

14. TIMING AND KEY DATES
Holiday Dates:
Christmas Holiday
Memorial DayWeekend (Long
Weekend)
Columbus DayWeekend (Long
Weekend)
Presidents Weekend (LongWeekend)
Labour Day (LongWeekend)
Internal Events:
Decemeber 19- 25 - ChristmasToy
Drive
February 14-Valentine CruiseTour
Reporting Dates:
Reporting will occur twice a
quarter.Times will be scheduled in
the beginning of each quarter

15. SOCIAL MEDIA ROLES AND
RESPONSIBILITIES
 Social Media Director: Ciara Jones - Responsible for setting the social media
calendar for the quarter. Also in charge of boosting posts and social media budget
 Social Media Manager: Samantha Bove- Responsible for posting content on
Twitter, Facebook and Instagram. Copy from the social media content assistant
will be edited and reviewed by Samantha.
 Social Media Content Assistant: Eddie Cosio- Responsible for writing copy and
researching trends in the market. Also, he is responsible for digital visuals and
audio.
Additional Help:
MarianneVela – Head of online customer support

16. SOCIAL MEDIA POLICY
 As an employee and representative of NCL one is required to show best practices
and etiquette while engaging with consumers online. Please follow these simple
guidelines:
 Be respectful to all people engaging on social media
 Never delete a comment on the Facebook page without consent
 Treat every post the same
 Be polite and friendly
 Act helpful at all times
 Act quickly and carefully
 Feel re-post content that you are excited about on your personal social media pages

17. CRITICAL RESPONSE PLAN
Scenario 1 – Angry guest currently on a ship complains
Action Steps:
1. Contact Social Media Director for assistance on whether to respond or not
2. Check if person is actually on the ship through guest services
3. If guest is actually on ship, answer with contact to ship director/coordinator.
Pre-Approved Message: Good Afternoon _____. Please go to the ship’s guest’s services office and ask for
‘Ship Directors Name’ . He will be more than willing to help and/or answer your questions.
Scenario 2- Sick guest on-board, looking for help
1. Screen-shot post to guest services and provide the Facebook name.
2. Respond to guest privately through private messages
Pre- Approved Message for both Facebook andTwitter: Good Afternoon ___. Please go to ship infirmary
located on the 4th floor of the ship. If you need more assistance please contact ship director at in theGuest
Services office.

18. MEASUREMENT AND REPORTING RESULTS
Quantitative KPIs
Reporting Period- 3 months
Data as of: January 1
WebsiteTraffic Sources Assessment –Timeframe monthly average Nov 2016- Jan
2017
Source Volume % OverallTraffic Conversion Rate
Twitter 1000 unique visits
+10% growth
15% 2.4%
Facebook 4000 unique visits
+15% growth
30% 1.9%
LinkedIn 500 unique visits
+5% growth
5% 0.5%

19. MEASUREMENT AND REPORTING RESULTS
Social Network Data –Timeframe as of January 1 2017
Social Network URL Follower Count Average Weekly
Activity
Average
Engagement Rate
Facebook Page https://www.faceboo
k.com/Norwegiancru
iseline/
900,000
+30% increase
16 Posts per week
+10% increase
3%
Twitter https://twitter.com/C
ruiseNorwegian
229,059
+15% increase
8 posts per week
+5% increase
5%
Instagram https://www.instagra
m.com/norwegiancr
uiseline/?hl=en
306,000
+10 increase
7 posts per week
+2% increase
Average Interactions
per post- 60
LinkedIn https://www.linkedin
.com/company/norw
egian-cruise-line
72,318 followers
+14% increase
5 posts per week
+10% increase
1.0%
- Our Instagram followers has grown by
almost 50,000 in 2 months.
- The team has done a great job in
creating engaging content onTwitter
with an engagement rate of 5%.
Question and Answer posts have
received a lot of good feedback.We
have surpassed our goal with visual
content by 20%.
- LinkedIn also has seen a increase in
engagement with the increase in
weekly activity.There is now a greater
focus on reaching out to perspective
employees on this platform.

20. SENTIMENT ANALYSIS
An analysis of the interactions on 100 Facebook posts, 100 Instagram posts and 100
Tweets revealed the following:
 An abundance of positive feedback when posts ask a question with visuals.This includes
likes, photo comments and re-posts.
 The biggest driver of negative sentiment is related to bad experiences while on the ship.
Most complaints have to do with dissatisfaction with service, food or scheduling.
#CruiseNorwegian has shown significant increase due to promotion onTwitter and
Instagram. Engagement with the hashtag has increased by 20% on both platforms.
For the future it is suggested that NCL continue using all three platforms and maybe
branch out to Snapchat. Focus on engagement and awareness Is essential for a good
social media campaign.Continue using #CruiseNorwegian on all platforms.