NAVIGATING THE SEAS OF SOCIAL NETWORKING Experian/Carnival Webinar 2011         Andrew Elkins  Supervisor Online Campaigns
CRUISING INHERENTLY SOCIAL                   ACTIVITY•   Activities and dining designed for networking•   Cruisers communi...
WHERE IS CARNIVAL ONLINE…Second Homes                         Heald’ blog                                       3
Funville• Objective & Approach:    •Build a Cruise Community    •Keep guests engaged with    Carnival•Key Facts:    •Launc...
JOHN HEALD’S BLOG• Objective & Approach   •Personalizing the Carnival brand   •Creating interesting & unique content•Key F...
CARNIVAL USES TWITTER IN 2 DISTINCT                     WAYSCarnival has two distinct accounts@CCLSupport – Used for custo...
FACEBOOK• Objective & Approach: • Experience & Community Building    • Share “news” & sales information • Engage guests on...
FACEBOOK CRUISE FINDER•       Objective & Approach:    •   Experiment with the potential        for social commerce    •  ...
DOING THE HEAVY LIFTING•   News•   New Product    Announcements•   Sales and Promotions                                   ...
SPLENDOR SEARCH                  10
DIDJA CAMPAIGN 2011                      11
CARNIVAL SPLENDOR                    12
WHAT’S NEXT FOR CARNIVAL ONLINE?• Build upon our social commerce  foundation on facebook• Build our presence on facebook• ...
JUST THE BEGINNING• Social networking has given our guests a way  for Carnival to come to them• Social networking applicat...
CARNIVAL SOCIAL•   www.facebook.com/carnival•   www.twitter.com/carnivalcruise•   www.twitter.com/cclsupport•   www.youtub...
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The Travel Consumer's Response to Social Media, Search & Email

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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

Published in: Travel, Technology, Business
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The Travel Consumer's Response to Social Media, Search & Email

  1. 1. NAVIGATING THE SEAS OF SOCIAL NETWORKING Experian/Carnival Webinar 2011 Andrew Elkins Supervisor Online Campaigns
  2. 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 2
  3. 3. WHERE IS CARNIVAL ONLINE…Second Homes Heald’ blog 3
  4. 4. Funville• Objective & Approach: •Build a Cruise Community •Keep guests engaged with Carnival•Key Facts: •Launched January 2010 • Features: Forums, Group Blog, Videos, Games, E-cards, Downloads •Monitored/Moderated by CCL staff•Highlights Carnival’s involvementacross the social networks 4
  5. 5. JOHN HEALD’S BLOG• Objective & Approach •Personalizing the Carnival brand •Creating interesting & unique content•Key Facts: •Launched in 2007 as part of Carnival Freedom launch •Focus on Carnival experience, staff, cruise stories •+7 Million & 52,000+ comments •1000+ Bookings for Blogger’s cruises
  6. 6. CARNIVAL USES TWITTER IN 2 DISTINCT WAYSCarnival has two distinct accounts@CCLSupport – Used for customer service@CarnvialCruise – Used for marketing 6
  7. 7. FACEBOOK• Objective & Approach: • Experience & Community Building • Share “news” & 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 “Meet the Crew” 7
  8. 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 ‘10 • In the first 6 business days : • 3,387 active users • 2,102 total installed users 8
  9. 9. DOING THE HEAVY LIFTING• News• New Product Announcements• Sales and Promotions 9
  10. 10. SPLENDOR SEARCH 10
  11. 11. DIDJA CAMPAIGN 2011 11
  12. 12. CARNIVAL SPLENDOR 12
  13. 13. WHAT’S 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) 13
  14. 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 14
  15. 15. CARNIVAL SOCIAL• www.facebook.com/carnival• www.twitter.com/carnivalcruise• www.twitter.com/cclsupport• www.youtube.com/carnivalfunships• www.flickr.com/carnivalcruiselines• www.johnhealdsblog.com 15

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