Silversea Cruises provides luxury cruises with butler service to every passenger. They were facing declining occupancy and needed to improve their digital marketing efforts. They created a targeted media plan using online channels like search, social media, and display ads to reach affluent consumers. Key metrics like click-through rates improved after optimizing ad content and adding clear calls to action. The company also improved its search engine optimization by focusing on relevant keywords and conversion goals. Moving forward, plans include continuing media optimization, starting a rebranding effort, and addressing younger affluent consumers as they age into the target demographic.
Laurie Paolicelli, director of the Orange County Visitors Bureau and Stephanie Perri, account manager at Clean Design, made a presentation to the Economic Development & Public Policy Committee on the new marketing campaign, "The Edge of the Triangle."
- The cruise industry has experienced rapid growth over the past decade, with European passenger numbers more than tripling. It accounts for billions in economic activity and hundreds of thousands of jobs in Europe.
- New cruise ships are getting larger, accommodating thousands of passengers, with more amenities and public spaces than ever before. By 2020, the worldwide cruise passenger count could reach 20 million annually.
- The cruise ship environment provides advertisers with a unique captive audience that they can reach for days at a time in a relaxed atmosphere. The author argues the industry should better utilize ships as advertising platforms to generate additional revenue.
This is about one of the most fascinating careers around: the Purser's Officer on cruise ships. Serving at sea for several months a year for sure is not easy, but somehow this unique job makes it easier. The variety of functions and responsibilities covered during a career as a Purser is incredible. It requires enormous flexibility, a genuine interest for culture in general and an unequivocal passion for exploring the world, for working with colleagues from all over the planet, for meeting new customers and many friends every new cruise.
The document summarizes key metrics and audience insights for the hashtag #ces-aggregate during a report period in January 2013. It found that the hashtag had 20,167 shares and an unique audience of 11,818 people, with a potential reach of 18.7 million impressions. The audience was majority male, between ages 26-35, located primarily in New York, and active on social media platforms like Facebook.
#socialTV-aggregate had 58 Twitter shares during the report period, reaching a unique audience of 34 people, with a potential impressions of 122.3K. The average network size of #socialTV-aggregate's followers is 7,197 connections, allowing it to potentially indirectly reach 122,355 people. A majority of #socialTV-aggregate's audience is between 26-35 years old and located in Paris, France or New York, USA.
Peek analytics social audience reports silversea _dec_05_2012teddyatkinson123
Silversea has 87,235 Twitter followers. The report analyzes Silversea's audience demographics, interests, social media usage, and geographic locations. Key findings include that Silversea's audience has above average income and education levels, interests in food and literature, and a high percentage of followers in London and Florida.
Peek analytics social audience reports robertpatterson _dec_05_2012teddyatkinson123
This document summarizes key metrics and insights about @robertpatterson's Twitter audience in December 2012. It shows that he had 3,051 followers, with a social pull of 63x (meaning his followers were more influential than average). 79% of his followers were identified as consumer, business, or private accounts. His audience had an average network size of 8,499 connections and he could potentially indirectly reach over 10 million people. The majority of his followers were located in the US, especially Kansas City, Missouri and Kansas.
Innovative tv audience measurement toolsSteve Weaver
1. Traditional television measurement is changing as viewers increasingly watch content on multiple platforms and devices. New innovative audience measurement tools are needed to account for this unprecedented transformation in how content is consumed.
2. Advertisers and media owners want audience measurement tools that can provide more sophisticated targeting of consumers across platforms. Agencies need measurement systems that can account for the complex multi-platform viewing landscape.
3. Emerging audience measurement approaches aim to be quantitative, capture multi-media usage, link media exposure to purchase behavior, and provide flexible ways to measure engagement and audiences across platforms. This includes tools that measure program engagement and cost per engaged audience.
Laurie Paolicelli, director of the Orange County Visitors Bureau and Stephanie Perri, account manager at Clean Design, made a presentation to the Economic Development & Public Policy Committee on the new marketing campaign, "The Edge of the Triangle."
- The cruise industry has experienced rapid growth over the past decade, with European passenger numbers more than tripling. It accounts for billions in economic activity and hundreds of thousands of jobs in Europe.
- New cruise ships are getting larger, accommodating thousands of passengers, with more amenities and public spaces than ever before. By 2020, the worldwide cruise passenger count could reach 20 million annually.
- The cruise ship environment provides advertisers with a unique captive audience that they can reach for days at a time in a relaxed atmosphere. The author argues the industry should better utilize ships as advertising platforms to generate additional revenue.
This is about one of the most fascinating careers around: the Purser's Officer on cruise ships. Serving at sea for several months a year for sure is not easy, but somehow this unique job makes it easier. The variety of functions and responsibilities covered during a career as a Purser is incredible. It requires enormous flexibility, a genuine interest for culture in general and an unequivocal passion for exploring the world, for working with colleagues from all over the planet, for meeting new customers and many friends every new cruise.
The document summarizes key metrics and audience insights for the hashtag #ces-aggregate during a report period in January 2013. It found that the hashtag had 20,167 shares and an unique audience of 11,818 people, with a potential reach of 18.7 million impressions. The audience was majority male, between ages 26-35, located primarily in New York, and active on social media platforms like Facebook.
#socialTV-aggregate had 58 Twitter shares during the report period, reaching a unique audience of 34 people, with a potential impressions of 122.3K. The average network size of #socialTV-aggregate's followers is 7,197 connections, allowing it to potentially indirectly reach 122,355 people. A majority of #socialTV-aggregate's audience is between 26-35 years old and located in Paris, France or New York, USA.
Peek analytics social audience reports silversea _dec_05_2012teddyatkinson123
Silversea has 87,235 Twitter followers. The report analyzes Silversea's audience demographics, interests, social media usage, and geographic locations. Key findings include that Silversea's audience has above average income and education levels, interests in food and literature, and a high percentage of followers in London and Florida.
Peek analytics social audience reports robertpatterson _dec_05_2012teddyatkinson123
This document summarizes key metrics and insights about @robertpatterson's Twitter audience in December 2012. It shows that he had 3,051 followers, with a social pull of 63x (meaning his followers were more influential than average). 79% of his followers were identified as consumer, business, or private accounts. His audience had an average network size of 8,499 connections and he could potentially indirectly reach over 10 million people. The majority of his followers were located in the US, especially Kansas City, Missouri and Kansas.
Innovative tv audience measurement toolsSteve Weaver
1. Traditional television measurement is changing as viewers increasingly watch content on multiple platforms and devices. New innovative audience measurement tools are needed to account for this unprecedented transformation in how content is consumed.
2. Advertisers and media owners want audience measurement tools that can provide more sophisticated targeting of consumers across platforms. Agencies need measurement systems that can account for the complex multi-platform viewing landscape.
3. Emerging audience measurement approaches aim to be quantitative, capture multi-media usage, link media exposure to purchase behavior, and provide flexible ways to measure engagement and audiences across platforms. This includes tools that measure program engagement and cost per engaged audience.
The document is a report summarizing audience metrics and demographics for the Twitter hashtag #2012regrets-aggregate. It finds that the hashtag had 56,398 shares, with a unique audience of 39,878 people who could potentially reach 3.4 million social connections. The average network size of followers is 709 connections. The audience skews young, between 18-25 years old, and has interests in music, sports, and art. Geographically, there is a higher than average percentage of followers from Essex, Maryland and Florida in the US.
Do Wealthy People Click? Silversea Cruises Leveraging Digital MediaVivastream
Silversea Cruises presented a digital marketing strategy to target affluent consumers for luxury cruises. Key points included segmenting affluent consumers based on income, net worth, and age. The strategy involved optimizing the website for SEO, implementing a targeted media mix across search, social, display, and email. Initial results showed an increase in leads and a decrease in CPL. Future plans included continuing optimization, addressing younger affluents, leveraging social monitoring, and balancing the media mix for maximum ROI.
The document discusses new media and its characteristics. New media is defined as digital content and technologies that are native to computers and rely on computers for distribution. It is highly interactive, incorporates two-way communication, and involves computing. Examples include websites, virtual worlds, digital video, and interactive installations. New media enables on-demand access to content from any device and allows for user feedback, participation, and online community formation. Effective communication strategies for new media involve dialogue, interaction, and being available 24/7. The PESO model and media cloverleaf are tools that can be used to achieve the perfect mix of paid, owned, earned, and shared media across various delivery channels.
The document provides examples of creative briefs that outline key information for a design project. A brief typically includes the challenge, target audience, brand essence, strategy, execution details, parameters and more. The brief helps focus and guide the creative process to develop concepts that meet the client and project goals.
The document discusses the marketing mix, also known as the 7Ps of marketing. It describes each element of the marketing mix (product, price, place, promotion, people, physical evidence, and process) and how marketers use the marketing mix to satisfy customers and gain a competitive advantage. It also discusses how marketers analyze buyer behavior, assemble the appropriate marketing mix based on target customers, and develop a marketing plan to implement marketing strategies and achieve marketing objectives.
Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.
This document introduces a marketing team and provides an overview of their promotional campaign for The Ritz-Carlton hotel in St. Thomas. It includes a SWOT analysis, details on the target market of affluent female travelers, and an IMC plan utilizing magazines, print ads, email, newspapers, and banners. The budget allocates funds across these channels, and a creative pitch outlines why the agency is well-suited for the project.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
The document outlines plans to launch a movement called Love to Cruise through an integrated engagement ecosystem. The movement aims to energize current cruisers to cruise again and attract non-cruisers by connecting cruisers and non-cruisers through shared stories and experiences on a digital platform. The platform will provide a place for cruisers to share their passion for cruising through photos, videos and discussions in order to change negative perceptions and drive awareness and consideration of cruising among non-cruisers.
What makes a good website SEO & Social Media 28th April 2015Get up to Speed
This document discusses ways to improve a charity's website and digital presence. It provides tips on website design, content marketing, social media, and thought leadership. Key recommendations include having a compelling single call to action, using authentic photos and words, being mobile responsive, creating shareable content like infographics, leveraging influencers, and establishing thought leadership through blogging and guest posts. Workshops and seminars are offered to help charities get up to speed on these digital strategies.
The document recommends a multi-channel media plan including display, search, and print advertising to promote a ski/snowboard package at Stowe Mountain Lodge from December 2013 to March 2014, with a total proposed budget of $501,568 allocated across various digital publishers, websites, and magazines targeted towards skiers and snowboarders in New England and New York.
Diana Plazas discusses DoubleTree's use of social media across their 325+ hotels globally. She outlines their initiatives like the Cookie CAREavan tour and Little Things Project that engaged millions of users. DoubleTree trains employees on social media and incentivizes teams for high engagement. They rely on their culture of care and live their values authentically online. Managing social media at this scale is challenging but being present, listening, responding to users personally and humanizing the brand are keys to success.
ITM - Delivering the Promise of Cross-Media with PremediaJeffrey Stewart
Inovação, Tecnologia e Marketing - A Revolução do Marketing.
Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.
Travel decision making is emotional. How a place makes us feel plays a large part in likelihood to visit. But it isn’t exclusively destination that’s driven by emotion; our emotional response to accommodation is also important and frequent.
In a marketplace where emotion is key, visual stimulation and inspiration is key to influencing traveller decision making. And, as Google’s Travel Study unearthed, most of us ‘begin researching online’ before deciding ‘where or how… to travel’. Predicted to top 2.9 billion users by 2020, social media represents a large portion of that digital audience, making it a key source of inspiration for many.
This week, Managing Director at Digital Visitor, Anthony Rawlins, took to the stage at the prestigious Association of Serviced Apartment Providers (ASAP) Conference in London. In his presentation, he discussed the ‘socially inspired traveller’ and how serviced apartment providers can use social media to engage visitors emotionally across channels.
Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:
The importance of emotion in travel decision making
How emotion is tied into choice of accommodation
The part digital and social currently plays in decision making
Specific examples on social media and Facebook
Social media advertising and background
Performance of social media vs. traditional media
SXSW 2016: Everything that went down and moreVincent Teo
We went to SXSW 2016 to soak up the atmosphere, to learn, be inspired and network. At that time, we were running 3 side projects/startups - Lensy, Hashably and Freshly Pressed Socks. For Freshly Pressed, we created a SXSW sock "Austin" (https://www.freshlypressedsocks.com/products/austin) and did a giveaway by running an onground Twitter campaign. We also created an unofficial guide to SXSW using Hashably that leveraged on Instagram to show conference goers the best places to go and things to do around Austin during the festival.
This document discusses how social media influence can translate to real-world perks and benefits. It provides examples of companies that have partnered with social influence platforms like Klout to offer perks to influential social media users, such as free products, services, and experiences. The document also discusses how social influence scoring works and will continue to impact marketing strategies and consumer treatment going forward.
The document provides information about effective e-marketing strategies. It discusses connecting Devon and Somerset broadband initiative, the Get Up to Speed program, and tips for digital marketing campaigns. Key points include optimizing search engine optimization, the importance of mobile marketing, developing social media presences, and creating engaging content. Tips are provided for keyword research, social media platforms, hashtags, content planning, and visual content.
Merrill Dubrow, President and CEO of M/A/R/C Research, forecasted the future of the industry to over 200 attendees at IIR's Technology Driven Market Research Event in May 2011.
This document discusses strategies for influencing the reputation of Lviv through events and conferences. It emphasizes using owned, earned, and bought media to get Lviv talked about positively and encourage people to share their experiences. Storytelling is highlighted as a powerful way to let the city and people speak for themselves. Building a strong reputation is important to attract more tourists, business, and sell local products. The document provides examples of top cities by reputation and attributes that enhance a city's brand. It also discusses principles of "challenger branding" like breaking conventions and building an identity through ideas.
Celebrity Cruises: Engaging a Youth DemographicKate Worthey
A presentation for my Account Management class at BU. The challenge was to market a high-end cruise line to a young target demographic (aged 21-35) with much lower household incomes than the typical Celebrity Cruiser. We conducted both primary and secondary research. This is what we recommended.
This document introduces a marketing team and provides an overview of their campaign for The Ritz-Carlton hotel in St. Thomas. It includes a SWOT analysis, details on their target market of affluent females ages 45-65, and an IMC plan utilizing magazines, email, newspaper, internet banners, and on-site events. The total budget breaks down spending across these channels, with most allocated to magazines, email, and events. Their creative pitch emphasizes the agency's success targeting women and in the luxury hotel industry.
The document is a report summarizing audience metrics and demographics for the Twitter hashtag #2012regrets-aggregate. It finds that the hashtag had 56,398 shares, with a unique audience of 39,878 people who could potentially reach 3.4 million social connections. The average network size of followers is 709 connections. The audience skews young, between 18-25 years old, and has interests in music, sports, and art. Geographically, there is a higher than average percentage of followers from Essex, Maryland and Florida in the US.
Do Wealthy People Click? Silversea Cruises Leveraging Digital MediaVivastream
Silversea Cruises presented a digital marketing strategy to target affluent consumers for luxury cruises. Key points included segmenting affluent consumers based on income, net worth, and age. The strategy involved optimizing the website for SEO, implementing a targeted media mix across search, social, display, and email. Initial results showed an increase in leads and a decrease in CPL. Future plans included continuing optimization, addressing younger affluents, leveraging social monitoring, and balancing the media mix for maximum ROI.
The document discusses new media and its characteristics. New media is defined as digital content and technologies that are native to computers and rely on computers for distribution. It is highly interactive, incorporates two-way communication, and involves computing. Examples include websites, virtual worlds, digital video, and interactive installations. New media enables on-demand access to content from any device and allows for user feedback, participation, and online community formation. Effective communication strategies for new media involve dialogue, interaction, and being available 24/7. The PESO model and media cloverleaf are tools that can be used to achieve the perfect mix of paid, owned, earned, and shared media across various delivery channels.
The document provides examples of creative briefs that outline key information for a design project. A brief typically includes the challenge, target audience, brand essence, strategy, execution details, parameters and more. The brief helps focus and guide the creative process to develop concepts that meet the client and project goals.
The document discusses the marketing mix, also known as the 7Ps of marketing. It describes each element of the marketing mix (product, price, place, promotion, people, physical evidence, and process) and how marketers use the marketing mix to satisfy customers and gain a competitive advantage. It also discusses how marketers analyze buyer behavior, assemble the appropriate marketing mix based on target customers, and develop a marketing plan to implement marketing strategies and achieve marketing objectives.
Presentasjon ved Al Merschen (Myriad Marketing) under konferansesporet "Teknologi og nye medier". Konferanse "Fjord 2.0: Tematurisme for fremtiden", Bergen 24. - 25. november.
This document introduces a marketing team and provides an overview of their promotional campaign for The Ritz-Carlton hotel in St. Thomas. It includes a SWOT analysis, details on the target market of affluent female travelers, and an IMC plan utilizing magazines, print ads, email, newspapers, and banners. The budget allocates funds across these channels, and a creative pitch outlines why the agency is well-suited for the project.
A half day workshop on social media for hoteliers in the north east of England covering principles of and best practices in social media. Further information from richard@partnershipglu.co.uk
The document outlines plans to launch a movement called Love to Cruise through an integrated engagement ecosystem. The movement aims to energize current cruisers to cruise again and attract non-cruisers by connecting cruisers and non-cruisers through shared stories and experiences on a digital platform. The platform will provide a place for cruisers to share their passion for cruising through photos, videos and discussions in order to change negative perceptions and drive awareness and consideration of cruising among non-cruisers.
What makes a good website SEO & Social Media 28th April 2015Get up to Speed
This document discusses ways to improve a charity's website and digital presence. It provides tips on website design, content marketing, social media, and thought leadership. Key recommendations include having a compelling single call to action, using authentic photos and words, being mobile responsive, creating shareable content like infographics, leveraging influencers, and establishing thought leadership through blogging and guest posts. Workshops and seminars are offered to help charities get up to speed on these digital strategies.
The document recommends a multi-channel media plan including display, search, and print advertising to promote a ski/snowboard package at Stowe Mountain Lodge from December 2013 to March 2014, with a total proposed budget of $501,568 allocated across various digital publishers, websites, and magazines targeted towards skiers and snowboarders in New England and New York.
Diana Plazas discusses DoubleTree's use of social media across their 325+ hotels globally. She outlines their initiatives like the Cookie CAREavan tour and Little Things Project that engaged millions of users. DoubleTree trains employees on social media and incentivizes teams for high engagement. They rely on their culture of care and live their values authentically online. Managing social media at this scale is challenging but being present, listening, responding to users personally and humanizing the brand are keys to success.
ITM - Delivering the Promise of Cross-Media with PremediaJeffrey Stewart
Inovação, Tecnologia e Marketing - A Revolução do Marketing.
Customer behaviors are changing. Expectations are shifting. Today’s marketing communication buyers are looking to their traditional communications partners for new tools and channels that deliver on the promise of Cross-Media communications.
Travel decision making is emotional. How a place makes us feel plays a large part in likelihood to visit. But it isn’t exclusively destination that’s driven by emotion; our emotional response to accommodation is also important and frequent.
In a marketplace where emotion is key, visual stimulation and inspiration is key to influencing traveller decision making. And, as Google’s Travel Study unearthed, most of us ‘begin researching online’ before deciding ‘where or how… to travel’. Predicted to top 2.9 billion users by 2020, social media represents a large portion of that digital audience, making it a key source of inspiration for many.
This week, Managing Director at Digital Visitor, Anthony Rawlins, took to the stage at the prestigious Association of Serviced Apartment Providers (ASAP) Conference in London. In his presentation, he discussed the ‘socially inspired traveller’ and how serviced apartment providers can use social media to engage visitors emotionally across channels.
Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of:
The importance of emotion in travel decision making
How emotion is tied into choice of accommodation
The part digital and social currently plays in decision making
Specific examples on social media and Facebook
Social media advertising and background
Performance of social media vs. traditional media
SXSW 2016: Everything that went down and moreVincent Teo
We went to SXSW 2016 to soak up the atmosphere, to learn, be inspired and network. At that time, we were running 3 side projects/startups - Lensy, Hashably and Freshly Pressed Socks. For Freshly Pressed, we created a SXSW sock "Austin" (https://www.freshlypressedsocks.com/products/austin) and did a giveaway by running an onground Twitter campaign. We also created an unofficial guide to SXSW using Hashably that leveraged on Instagram to show conference goers the best places to go and things to do around Austin during the festival.
This document discusses how social media influence can translate to real-world perks and benefits. It provides examples of companies that have partnered with social influence platforms like Klout to offer perks to influential social media users, such as free products, services, and experiences. The document also discusses how social influence scoring works and will continue to impact marketing strategies and consumer treatment going forward.
The document provides information about effective e-marketing strategies. It discusses connecting Devon and Somerset broadband initiative, the Get Up to Speed program, and tips for digital marketing campaigns. Key points include optimizing search engine optimization, the importance of mobile marketing, developing social media presences, and creating engaging content. Tips are provided for keyword research, social media platforms, hashtags, content planning, and visual content.
Merrill Dubrow, President and CEO of M/A/R/C Research, forecasted the future of the industry to over 200 attendees at IIR's Technology Driven Market Research Event in May 2011.
This document discusses strategies for influencing the reputation of Lviv through events and conferences. It emphasizes using owned, earned, and bought media to get Lviv talked about positively and encourage people to share their experiences. Storytelling is highlighted as a powerful way to let the city and people speak for themselves. Building a strong reputation is important to attract more tourists, business, and sell local products. The document provides examples of top cities by reputation and attributes that enhance a city's brand. It also discusses principles of "challenger branding" like breaking conventions and building an identity through ideas.
Celebrity Cruises: Engaging a Youth DemographicKate Worthey
A presentation for my Account Management class at BU. The challenge was to market a high-end cruise line to a young target demographic (aged 21-35) with much lower household incomes than the typical Celebrity Cruiser. We conducted both primary and secondary research. This is what we recommended.
This document introduces a marketing team and provides an overview of their campaign for The Ritz-Carlton hotel in St. Thomas. It includes a SWOT analysis, details on their target market of affluent females ages 45-65, and an IMC plan utilizing magazines, email, newspaper, internet banners, and on-site events. The total budget breaks down spending across these channels, with most allocated to magazines, email, and events. Their creative pitch emphasizes the agency's success targeting women and in the luxury hotel industry.
From Social to Sales, presentation by Anthony Rawlins, Digital Visitor Digital Visitor
The document discusses how social media and user-generated content can be used across the customer buying cycle to drive sales. It provides examples of how discussions, reviews, tips, and shared content on social media channels can inspire customers early in their research, convince them with peer reviews, and breed loyalty to maximize social commerce opportunities. The presentation outlines tools and best practices for social media marketing in the travel and tourism industry to engage customers at every stage and drive traffic back to websites and sales.
From Social to Sales, presentation by Anthony Rawlins, Digital Visitor Digital Visitor
1) The document discusses how social media and user-generated content can be used across the customer buying cycle to drive sales.
2) It provides examples of how discussions, reviews, tips, and shared content on social media channels can inspire, inform, and convince customers during different stages from research to post-purchase.
3) The key recommendation is to maximize the benefits of social media by gathering and broadcasting user content from your website and social platforms to engage customers throughout the buying process.
Social Media And Brand. Start with a strong brand, understand your audience, hang out with them, listen to what they have to say and then provide them with brilliant content from a brand they love.
This was presentation was delivered by www.eskimosoup.co.uk we are a marketing company with teams of web designers and developers, graphic designers and online marketing - SEO experts.
The document provides tips on how to stand out on social media. It discusses listening to conversations on social media through hashtags and searches. It also discusses sharing content through influencers and creating engaging content like images, videos and blogs. The document outlines a social media engagement ladder and emphasizes creating content, using photography tips, and experimenting with video. It highlights trends for 2015 like vlogging and humanizing brands. Case studies show how businesses have used social media successfully.
Similar to Do Wealthy People Click? Silversea Cruises Leveraging Digital Media (20)
The Customer Engagement Roadmap - The Key to Increasing the Value of Your Membership Base
Want to increase your subscription site’s profitability? The Customer Engagement Roadmap will show you how!
This document contains a list of 14 single words, each beginning with a different letter, ranging from A to T. The words include various materials, colors, audio equipment and other nouns. Overall, the document presents an alphabetical listing of short single words from different semantic categories.
This document provides an overview of software quality assurance. It discusses key quality concepts, quality control, the cost of quality, and software quality assurance. It also describes formal technical reviews, statistical quality assurance, software reliability, and the components of a software quality assurance plan. The goal of software quality assurance is to achieve a high-quality software product through standards, reviews, testing, and other quality control measures.
The document describes JEEVA, a mobile application for recognizing, collecting, sharing, surveying, and exploring flora and fauna. The app allows users to take photos of plants and animals and upload them to the system for identification. If the photo is of a new species, the user can start a new section for it. Otherwise, the user can update existing details. The app is intended for academic, conservation, exploration, and nature lovers to study nature. It has features like image recognition of species, location-based species reporting, automatic species notifications, guides and checklists, article writing and sharing, and discussions. Potential users include students, researchers, tourists, Ayurvedic practitioners, conservation organizations, nature lovers
This document provides tutorials for learning Apex programming using the Force.com platform. The tutorials cover topics such as creating custom objects, using the Developer Console, creating sample data, defining classes, Apex language fundamentals like data types and variables, executing transactions, adding triggers, writing unit tests, and integrating Apex with Visualforce. The goal is to provide hands-on exercises to help developers learn the Apex language and how to develop applications using the Force.com platform. Completing the tutorials will equip developers with essential Apex programming skills.
Breaking Up is Hard to Do: Small Businesses’ Love Affair with ChecksVivastream
This document discusses small businesses' reliance on checks and the challenges they face in adopting electronic payments. It notes that small businesses write billions of checks per year at high costs. While checks meet their needs of being easy to use and widely accepted, electronic payments could offer benefits like cost savings and fraud protection. However, small businesses are often too busy with core operations to prioritize alternatives. The document also outlines hurdles small businesses face in using ACH or credit cards, such as navigating bank requirements and understanding fees. It suggests that businesses more open to electronic payments tend to have standardized payment processes or receive remittance data with payments.
Banks see Smart Commerce as a growing threat that could distance them from customers. Smart Commerce is defined as involving digital payment methods that simplify purchases and enriched communication between merchants and consumers using mobile technology. It is driven by demand from both consumers and merchants, and by large profit pools outside of just payments, particularly merchant sales promotions. Many banks believe Smart Commerce will become widespread within two years and pose the main risk of intermediating banks and reducing their relevance in consumer commerce.
This document summarizes key findings from a global consumer banking survey conducted by EY. Some of the main points include:
1. Customer advocacy and trust in their primary banking provider is high, driven largely by positive customer experiences. However, banks still have opportunities to improve certain aspects of the customer experience.
2. Convenience through digital banking channels is important to customers, but mobile banking features still lag online banking. Simplifying fees and communications remains a top priority.
3. Customers are generally satisfied with their primary bank but open to switching for better service or advice. Segmenting customers reveals opportunities for banks to better meet different needs.
4. Banks should focus on making banking simple and clear
This document summarizes the key findings from EY's 2014 Global Consumer Banking Survey. Some of the main points include:
1. Customer trust and advocacy are important drivers of growth for banks. Customers with complete trust in their primary bank are much more likely to recommend them.
2. Customer experience is a key factor influencing trust and advocacy. Customers cited how they are treated and quality of communications as important reasons for trust. Experience also influenced account openings and closings.
3. Banks can improve the customer experience by making banking simple and clear, providing helpful advice, and resolving problems well. Specifically, banks should improve fee transparency, mobile and online banking, and customer service.
Sereno is a fraud detection solution that uses image analysis and multi-source correlation modeling to identify check fraud. It integrates with existing image processing systems and analyzes check images using multiple recognition engines to flag potential fraud. Sereno reduces false positives and focuses analysts on a small number of suspect transactions. It builds databases of check stock and signatures over time to improve accuracy. Sereno provides cost savings through reduced manual review and losses from fraud while allowing banks to expand their fraud detection capabilities.
Orbograph's new Accura XV solution leverages Next Generation Recognition (NGR) Technology to provide virtually 100% check processing performance at the teller. The solution achieves read rates as high as 95% and can attain 100% read rates on small transactions using V100 mode. It provides tangible benefits like reducing data entry costs and recognition errors as well as intangible benefits like highly reliable technology and streamlined processes. Accura XV is the foundation for all of Orbograph's centralized and distributed recognition solutions and services.
Growth in remote deposit capture is driving additional requirements in check recognition. Orbograph provides a scalable check recognition solution for RDC that uses multiple recognition engines to achieve read rates from 90-98%. The solution can identify alterations, validate fields, and ensure image quality to reduce fraud while streamlining the deposit process. Orbograph offers flexible licensing and deployment options to meet the needs of various sized financial institutions supporting desktop, consumer, and mobile RDC.
The document introduces Orbograph's Healthcare Payments Automation Center (HPAC), a cloud-based platform that hosts two services: P2Post for converting paper explanation of benefit forms into electronic files for practice management systems, and E2Post for matching electronic funds transfer payments to remittance advices. By leveraging image processing and recognition technologies, HPAC can convert claims at high volumes while reducing costs up to 60% by eliminating manual data entry and exceptions. The platform provides adaptive onboarding of forms, HIPAA compliance, and guaranteed performance.
The document discusses next generation check recognition technologies that can improve teller image capture (TIC) and remote deposit capture (RDC) workflows. It outlines several business problems with early generation technologies like low read rates, balancing issues, and fraud risks. Next generation technologies aim to solve these by using multi-engine correlation, dynamic thresholding, item verification, and check box detection to achieve near 100% recognition performance and reduce errors. The benefits include cost savings, improved efficiency, customer experience, and reduced fraud.
Orbograph introduces Automation Services and Automation Services LE, innovative recognition solutions that provide up to 40% labor cost savings through high levels of automation and accuracy. Automation Services achieves 98% automation and 99%+ accuracy, while Automation Services LE attains 90% automation with 99% accuracy. Both solutions support various check processing workflows and can be implemented on Orbograph's legacy OrboCAR platform or new G6 Enterprise Recognition Technology platform. Orbograph also offers managed recognition services to continuously monitor performance and ensure solutions meet guaranteed service levels.
Orbograph is a provider of electronic solutions for healthcare revenue cycle management and check processing recognition software. It has over 1,500 financial institution and biller clients that process billions of documents annually using Orbograph's technologies. Orbograph converts paper-based documents like EOBs into electronic files to automate payment data reconciliation and provide reporting tools. It is a subsidiary of Orbotech and was founded in 1996, employing over 50 people who serve the banking, financial, and healthcare industries.
3. Agenda
• About Silversea Cruises
• About Affluent Consumers
• The Assignment
• The Situation
• The Solution
• New Opportunities
• Top 5 Things We Learned
4. Silversea Cruises
• A global, luxury cruise line with six ships serving seven
continents
– Butler service for every passenger
– Exotic destinations and adventures
• Average customers have $1 Million plus net worth, with over
$250,000 annual income
5. Targeting Luxury
• It wasn’t so long ago that people thought
– Rich people don’t use the Internet
– Or search engines
– Or social media
– Or even mobile
• What do they do with their time?
FPO
7. Conceptualizing Luxury
Luxury is subject to interpretation by the
consumer, based on their definition
Luxury is personal.. And emotional
Luxury is a personal indulgence.. Or can
mean bringing the family together
Ultimately affluents are seeking a self-
reward of.. I deserve
8. Who is considered “affluent”
Upper 20% - $250K+/Year Income
Middle 60%
Lower 20%
9. What Do They Do With Their Time?
Publications are both online and offline
10. How Active Are They on Social?
Affluents of all ages are active in social networks,
although the study showed that Affluent Seniors are
more likely to be involved in cause-related or family
discussions
About 50% visit YouTube on a monthly basis and 14%
visit LinkedIn
11. What Do They Expect From a Brand?
Customization Exceed
34% expect products & Expectations
services customized to
32% expect surprise &
their needs and
delight (once in a
desires
lifetime experiences)
True
Distinctiveness
32% expect the brand
to be an innovator
12. What Does Vacation Look Like?
• 66% anticipate traveling domestically this year, 33% international
– International travel includes cruises
16. Affluent Travel Trends
75% make plans
less than 6 months
Plans
in advance; 11%
within one month
60% of young
DIY affluents want to
book themselves
54% plan on
redeeming
Rewards
rewards, but 14%
say not a factor
19. The Situation
• Silversea Cruises is competing against other
luxury cruise brands on experience
– And all other cruise ships on share of voice
Over 80 Cruise
lines in the world!
22. The Situation
Brand Love It’s quiet, grown-up, and passengers tend to
be able to amuse themselves… Age really isn’t
I love Silversea Cruises for many
a factor. It’s always an interesting group of
reasons, the butler is
people who enjoy getting to know you.
one of them!
I slept well on Silver Whisper during my cruise
that ended last Saturday. Now I’ve learned
that the luxury line will offer Pratesi custom
made bed linens.. I may not get out of bed on
my next cruise.
You deserve to be warned about just
how addictive Silversea is.
23. The Solution
A Targeted Media Plan
With
Where At the Right
Relevant
Affluents Moment in
Call-to-
are Online Time
actions
27. Media Mix Optimization
Media Spend Mix
Channel
22% Search
34%
Social
3% Content
Display
Email
23%
18%
28. Banners
“Luxury
Cruises”
• First changes were to add call to actions
“Senior
“Luxury
Cruises”
Cruises”
(Tablets Only)
29. Increased Performance
• “Butler Service” banner has a
record breaking CTR, without a
call to action or button to click
on
• Adding call to actions to the
other banners increased their
performance by 200%
LuxuryLink CruiseCritic CruiseCritic
30. New Ways to Place Banners
• New banner ads include 2013 Brochure messaging
— Strategically positioned on CruiseCritic.com once
discussions around the release of the brochure were
identified within the site’s forum pages through
Social Listening & Monitoring
“the much anticipated 2013 (brochure) finally made its way to
NYC…a few lucky souls have reported to receive theirs early”
“They did a nice job on the book…for those of us who now
enjoy having ‘the book’ in our hands…what are your
impressions?”
31. Mobile
• Using mobile
search, leveraging the call
center
• New opportunities will
include mobile app banners
32. Social
• Advertising on
Facebook, targeted to
affluents
• Initial Results:
– Global was not very effective
– US generated leads, and
although higher CPLs, they were
more targeted
33. Going Global
• Paid search ads were translated, and appearing in
Spanish and German
• Paid search ads appear in Europe, with translated ads
and landing pages
Example paid search ads
TBD
34. Landing Page Conversion
Landing pages were optimized, to increase conversion
Added imagery of the ship
Removed questions relating to working with travel agents
37. Facebook Application
• We are creating a Facebook application to assist fans
who are planning a trip
– Application will allow the fan to choose ships and
destinations, get brochures and share their trip plans
– Provides immediate opt-in
39. The Situation
• Silversea.com had not been optimized for
search, and most traffic was based on
generic terms
• SEO scorecard showed that the site
needed the most effort placed on
keyword selections and content
40. The Solution
Monthly Search Google Yahoo! Bing
Keyword Volume Position Position Position
Mediterranean cruise
all inclusive cruises
18100
12100
24
6
97
48
96
47
The right
silversea
best cruises
6600
3600
1
-
1
-
1
- keywords is the
panama canal cruise 3600 19 - -
Caribbean cruise
luxury cruise lines
2900
2900
-
3
-
12
-
13
first step
Mexico cruise 2900 45 - -
silversea cruises 2900 1 1 1
Asia cruise 2400 95 59 57
cruise specials 2400 17 - -
world cruise 2400 2 2 2
transatlantic cruises 1900 88 - -
silverseas 1600 1 2 1
luxury cruise 1300 5 12 12
small ship cruises 1300 - - -
Baltic cruise 880 20 43 42
new England cruise 720 18 62 -
silverseas cruises 480 1 1 1
silversea cruise 390 1 1 1
best luxury cruise lines 320 12 - 41
luxury cruise ships 260 2 8 7
silversea cruise reviews 260 7 8 9
luxury cruise line 170 2 14 14
silversea cruise line 140 1 1 1
long cruises 110 - - -
small luxury cruises 110 4 8 11
expedition cruises 91 7 9 13
small luxury cruise lines 73 1 5 5
grand voyages 16 3 5 5
41. The Solution
• Keyword map to pages, based on Web
analytics, and focused on conversion
• Conversion goals are:
– Newsletter Signup
– Sign up for Offers
– Order a Brochure
– Request a Quote
– Send Message
• Meta tags and content updates
• Incoming links analysis and requests
42. International SEO
• The site is being optimized in Spanish and
German, to leverage SEO in related countries
46. What We Learned
OUR TOP 5 LIST
1. Affluent consumers are active online, and spend
time researching for what they want
2. Address the young affluents as they age into our
cruise line
3. Think out of the box; social media monitoring is
critical
4. Balance the media mix to achieve maximum ROI
5. Our overall customer experience needs to reflect
our brand – from prospect to loyal customer
Luxury is often intertwined with brands and their meanings, but not always the brands one would expect. Many cited a Mercedes, BMW or Lexus as their most recent luxury purchase, but for others, luxury meant a new Mini Cooper, or a Corvette, or a Prius.Luxury is often highly personal and emotional. Many cited watches or jewelry from traditional luxury brands such as Cartier, Tiffany or Louis Vuitton, but others cited artistic upgrades and repairs to their existing wedding and engagement rings.Travel was often cited, both as a personal indulgence, and quite often as an opportunity to bring family together.Whether it was a traditional luxury purchase, or a mini-luxury ―treat like a manicure, pedicure or spa treatment, Affluents were ultimately seeking a self-reward to satisfy their feeling of ―I deserve.
Affluents spend twice as much on vacation as they do on personal electronics $4100/year