Quick recap of main strategies and actions concerningFacebook put in place by MSC Crociere during 2012.

1. MSC Crociere Italia
2012 Facebook strategy
Andrea Guanci
@andreaguanci

2. MSC BACKGROUND
Fan page growth
New Publishing Strategy
Tipping point
+500% fans in one year
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3. 360°STRATEGY
Sales and business
development
Engagement
Promotion
Communication
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4. Consumer

5. CONSUMER PROMOTIONS
1 x 100 Multiplier
For every 1 € invested in adv, up to 100€ Net Revenues generated.
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6. FACEBOOK OFFER
More than 8 M people reached in just four days. More than 800 LB Pax sold.
Duration
4 days
Offers claimed
127.331
Contacts on Facebook
8.195.582
New Likers
17.557
Offer Launch
Minicruises Sales trend
LbPax
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7. BUON COMPLEANNO
(HAPPY BIRTHDAY)
Over 250K people have their birthday
date visible on Facebook every week.
Effective and direct message
More than 2,3K LB pax sold in
30 days
2500
2000
1500
1000
About 80 LB pax per day
500
0
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8. MAIN ACCOMPLISHMENTS
Facebook Success Story
Top 10 Italian Brands by Engagement rate
Source: Socialbakers
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9. Trade

10. MSC SOCIAL PARTNER
MSC fan page becomes a virtual marketplace
where demand meets supply
MSC opens up a special tab in its own FB page.
A communication platform has been implemented
to guarantee transparency and fairness.
The travel agent will take care of the user for the
whole sales funnel: from prospect to customer.
MSC Social Partner is born.
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11. CONTACT POINTS
Geolocalization
Interaction
CRM Form
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12. FIRST RESULTS
During the first month…
Over 200
subscribers
Less than
MSC Social Partners
4 hours
(Average engagement time)
Over
500 requests
20% out of region
Over
Over 10% during weekends
100K € Net revenues
More than 10% conversion rate
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13. WIN WIN WIN SITUATION
 MSC Crociere
• Strenghten its service offer and achieve free commercial support
 Travel agencies
• Have a new contact point to develop their business
 Users / Prospects
• Have a unique arena where they can find info and customized commercial
support by professionals
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