Using social media in the cruise liner business

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Presentation by Mark Pilkington, head of Sales at P&O Cruises, Princess Cruises and Cunard, on how they use social media to build brand sentiment and loyalty, gather customer feedback and acquire new customers.

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Using social media in the cruise liner business

  1. 1. Social Media and Cruise December 2010
  2. 2. Who we are <ul><li>P&O Cruises, Cunard and Princess </li></ul><ul><li>Based in Southampton </li></ul><ul><li>45% of UK cruise market </li></ul><ul><li>Strong growth through downturn </li></ul><ul><li>Part of the wider Carnival family </li></ul>
  3. 3. What are we covering today? <ul><li>Why is social marketing important </li></ul><ul><li>Making the most of the available tools </li></ul><ul><li>What are the we doing? </li></ul><ul><li>Quick tips </li></ul>
  4. 4. Cruising’s fit with social media <ul><li>Holidays are inherently social </li></ul><ul><li>Most customers research online </li></ul><ul><li>Relatively easy to add value </li></ul><ul><li>Customers trust each other > they trust us </li></ul><ul><li>Social results come up in google </li></ul>
  5. 5. Two key roles <ul><li>Brand goals </li></ul><ul><ul><li>Awareness, brand sentiment, PR, loyalty </li></ul></ul><ul><ul><li>Communication, crisis management </li></ul></ul><ul><ul><li>Customer feedback </li></ul></ul><ul><li>Commercial goals </li></ul><ul><ul><li>Acquisition, conversion </li></ul></ul><ul><ul><li>Promotion, transaction </li></ul></ul>
  6. 6. What are people doing? <ul><li>Creators – 24% </li></ul><ul><li>Chatters – 33% </li></ul><ul><li>Critics – 37% </li></ul><ul><li>Collectors – 30% </li></ul><ul><li>Joiners – 59% </li></ul><ul><li>Spectators – 70% </li></ul><ul><li>Inactive – 17% </li></ul><ul><li>(based on US online consumers) </li></ul>
  7. 7. Top reasons for “liking” us
  8. 8. Is it just for young people? <ul><li>77% of 45-54s visited a social site in May 2009 </li></ul><ul><li>67% of 55+ </li></ul><ul><li>Over 50% of the 20m UK Facebook users >35 </li></ul><ul><li>40% of Cunard “fans” are >40 </li></ul><ul><li>Twitter has 3.5m users in the UK </li></ul>
  9. 9. Online influencers <ul><li>1% of visitors generate 25% of site traffic </li></ul><ul><li>Traffic sent by influencers 4 x more likely to convert into sales </li></ul><ul><li>What customers say about you is more important that what you say about yourself </li></ul>
  10. 10. Twitter – a conversation <ul><li>A 140 character “text message” to customers </li></ul><ul><li>Follow companies and journos and retweet things that you find interesting </li></ul><ul><li>Don’t use it to spam! </li></ul><ul><li>tiny URLs, # and @ </li></ul><ul><li>Start a debate; ask questions </li></ul><ul><li>Tweet from ship launches </li></ul><ul><li>PR benefit as popular with journalists </li></ul>
  11. 12. Facebook – for sharing <ul><li>The easiest social tool to get started with </li></ul><ul><li>Comment (where you add value) on pages </li></ul><ul><li>Great for polls videos and photos </li></ul><ul><li>Don’t be too corporate! </li></ul><ul><li>Buying “fans” </li></ul>
  12. 14. Friends influence friends
  13. 15. Chat rooms and forums <ul><li>Contribute to the debate where you add value and link to blog posts </li></ul><ul><li>Be honest - declare your interest </li></ul><ul><li>Use the forums to identify “hot subjects” (eg tipping) to tweet or blog about </li></ul><ul><li>Largely self-policing </li></ul>
  14. 16. Chat rooms and forums <ul><li>Contribute to the debate where you add value and link to blog posts </li></ul><ul><li>Be honest - declare your interest </li></ul><ul><li>Use the forums to identify “hot subjects” (eg tipping) to tweet or blog about </li></ul><ul><li>Host a forum on your homepage </li></ul>
  15. 17. Other social media <ul><li>Blogs - an online diary </li></ul><ul><li>LinkedIn – online Rolodex and recruitment tool! </li></ul><ul><li>Flickr – for all your photos </li></ul><ul><li>Youtube – your online video library </li></ul>
  16. 19. What are we doing? <ul><li>pocruises.com/community – forums, reviews, photos </li></ul><ul><li>Blogs hosted by ship staff and MD </li></ul><ul><li>Incentivising Facebook fans to increase reach </li></ul><ul><li>Tweeting (mostly to journalists and travel agents) </li></ul><ul><li>Full time dedicated marketing resource </li></ul><ul><li>Training our team and agents to harness it </li></ul><ul><li>Use social media to “meet the crew” </li></ul>
  17. 20. Taking it to the next level.... <ul><li>More customer content on youtube </li></ul><ul><li>Split Twitter between “marketing” and “complaints” </li></ul><ul><li>Learning from crisis management </li></ul><ul><li>Facebook as the call-to-action on adverts? </li></ul><ul><li>Bookings on Facebook?? </li></ul><ul><li>Integration with CRM </li></ul><ul><li>Special offers for fans </li></ul><ul><li>Group buying </li></ul>
  18. 21. Policy considerations <ul><li>How to respond to criticism </li></ul><ul><li>How often to communicate </li></ul><ul><li>Policing user-generated content </li></ul><ul><li>When to take the conversation offline </li></ul><ul><li>How to use in crisis management </li></ul><ul><li>Do you trust your staff to be social? </li></ul>
  19. 22. Quick tips <ul><li>Be sociable – respond and comment! </li></ul><ul><li>It’s a conversation - don’t spam </li></ul><ul><li>Include pictures, video and surveys </li></ul><ul><li>Ask for feedback from customers </li></ul><ul><li>Focus on quality over quantity </li></ul><ul><li>Link between traditional and social communication tools </li></ul><ul><li>Try to take “complaints” off-line quickly </li></ul>
  20. 23. Quick Tips <ul><li>Link all your various profiles </li></ul><ul><li>Don’t be too corporate or “on message” </li></ul><ul><li>Be honest, informal and controversial! </li></ul><ul><li>Stick loads of inbound links on everything </li></ul><ul><li>Use Hootsuite and google alerts to monitor </li></ul><ul><li>Update regularly (but not too often!) </li></ul><ul><li>Get your staff involved – trust them to speak! </li></ul>
  21. 24. How to find us........ <ul><li>linkedin.co.uk/mark-pilkington </li></ul><ul><li>twitter.com/mark_pilkington </li></ul><ul><li>facebook.com/pandocruises </li></ul><ul><li>wearecunard.com </li></ul><ul><li>jamescusick.co.uk </li></ul><ul><li>youtube.com/pandocruises </li></ul><ul><li>pocruises.com/community </li></ul><ul><li>50essentialexperiences.com </li></ul>

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