Do Wealthy People Click? Silversea Cruises Leveraging Digital Media


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Do Wealthy People Click? Silversea Cruises Leveraging Digital Media

  1. 1. Silversea Cruises: Luxury TravelAcquisition through Digital and Emerging Media
  2. 2. Presenting• Add speaker details
  3. 3. Agenda• About Silversea Cruises• About Affluent Consumers• The Assignment• The Situation• The Solution• New Opportunities• Top 5 Things We Learned
  4. 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. 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
  6. 6. But first let’s start with..
  7. 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. 8. Who is considered “affluent” Upper 20% - $250K+/Year Income Middle 60% Lower 20%
  9. 9. What Do They Do With Their Time?Publications are both online and offline
  10. 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. 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. 12. What Does Vacation Look Like?• 66% anticipate traveling domestically this year, 33% international – International travel includes cruises
  13. 13. What Does Vacation Look Like?
  14. 14. How Much Will They Invest?43%anticipate spending more on travel this year than last
  15. 15. Looking for Calls to Action
  16. 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 themselves54% plan onredeeming Rewardsrewards, but 14%say not a factor
  17. 17. The Assignment
  18. 18. DRIVE LEADS
  19. 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!
  20. 20. The SituationMany factors influence declining occupancy
  21. 21. The SituationPrevious effortsbrought manypeople into thefunnel – and the callcenter sorted them FPOout
  22. 22. The SituationBrand 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. 23. The SolutionA Targeted Media Plan With Where At the Right Relevant Affluents Moment in Call-to-are Online Time actions
  24. 24. The Solution
  25. 25. The ApproachTarget affluents online to reduce callcenter loads and improve conversion• Age• HHI• Net worth• Retargeting FPO
  26. 26. Lead Sources• Data will be added in october
  27. 27. Media Mix Optimization Media Spend Mix Channel 22% Search 34% Social 3% Content Display Email 23% 18%
  28. 28. Banners “Luxury Cruises” • First changes were to add call to actions “Senior “Luxury Cruises” Cruises”(Tablets Only)
  29. 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. 30. New Ways to Place Banners • New banner ads include 2013 Brochure messaging — Strategically positioned on 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 toNYC…a few lucky souls have reported to receive theirs early”“They did a nice job on the book…for those of us who nowenjoy having ‘the book’ in our hands…what are yourimpressions?”
  31. 31. Mobile• Using mobile search, leveraging the call center• New opportunities will include mobile app banners
  32. 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. 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. 34. Landing Page ConversionLanding pages were optimized, to increase conversionAdded imagery of the shipRemoved questions relating to working with travel agents
  35. 35. New Opportunities
  36. 36. New Media Opportunities Exchange
  37. 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
  38. 38. Natural Search
  39. 39. The Situation• 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. 40. The Solution Monthly Search Google Yahoo! BingKeyword Volume Position Position PositionMediterranean cruiseall inclusive cruises 18100 12100 24 6 97 48 96 47 The rightsilverseabest cruises 6600 3600 1 - 1 - 1 - keywords is thepanama canal cruise 3600 19 - -Caribbean cruiseluxury cruise lines 2900 2900 - 3 - 12 - 13 first stepMexico cruise 2900 45 - -silversea cruises 2900 1 1 1Asia cruise 2400 95 59 57cruise specials 2400 17 - -world cruise 2400 2 2 2transatlantic cruises 1900 88 - -silverseas 1600 1 2 1luxury cruise 1300 5 12 12small ship cruises 1300 - - -Baltic cruise 880 20 43 42new England cruise 720 18 62 -silverseas cruises 480 1 1 1silversea cruise 390 1 1 1best luxury cruise lines 320 12 - 41luxury cruise ships 260 2 8 7silversea cruise reviews 260 7 8 9luxury cruise line 170 2 14 14silversea cruise line 140 1 1 1long cruises 110 - - -small luxury cruises 110 4 8 11expedition cruises 91 7 9 13small luxury cruise lines 73 1 5 5grand voyages 16 3 5 5
  41. 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. 42. International SEO• The site is being optimized in Spanish and German, to leverage SEO in related countries
  43. 43. Moving Forward
  44. 44. Future Plans• Continuing to optimize – Media – Conversion – Lead process• Starting a rebranding effort
  45. 45. Engagement Nirvana
  46. 46. What We Learned OUR TOP 5 LIST1. Affluent consumers are active online, and spend time researching for what they want2. Address the young affluents as they age into our cruise line3. Think out of the box; social media monitoring is critical4. Balance the media mix to achieve maximum ROI5. Our overall customer experience needs to reflect our brand – from prospect to loyal customer
  47. 47. Thank You!