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

1. NAVIGATING THE SEAS OF
SOCIAL NETWORKING
Experian/Carnival Webinar 2011
Andrew Elkins
Supervisor Online Campaigns

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
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3. WHERE IS CARNIVAL ONLINE…
Second Homes
Heald’ blog
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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 involvement
across the social networks
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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. CARNIVAL USES TWITTER IN 2 DISTINCT
WAYS
Carnival has two distinct accounts
@CCLSupport – Used for customer service
@CarnvialCruise – Used for marketing
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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”
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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
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9. DOING THE HEAVY LIFTING
• News
• New Product
Announcements
• Sales and Promotions
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10. SPLENDOR SEARCH
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11. DIDJA CAMPAIGN 2011
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12. CARNIVAL SPLENDOR
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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)
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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
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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
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