Carnival Australia Social

Reviewing the Performance of Social Media campaigns

Putting theory into practice

September 2009Simon Cheng

Director of Marketing

R.E.S.P.E.C.T.

ReadyFire!Aim

Ready Fire! Aim (JFDI)

• Can only be achieved if a digital culture is ingrained in your organisation eg. internal microblogging

• Our Marketing, Customer service, PR and Sales teams work very closely

R.E.S.P.E.C.T.Peter Williams

Agenda

• The best form of customer engagement: Facebook & blogs

• Social media in crisis management: Swine Flu case study

• Evaluating effectiveness of social media:Food & Wine cruises case study

The Australian cruise industry is

growing at 26% per year

116,308 153,704 158,415 186,666 221,033 251,674 303,305

11,761

27,645

50,000

100,000

150,000

200,000

250,000

300,000

350,000

2002 2003 2004 2005 2006 2007 2008

TOTAL PASSENGER NUMBERS

Pax Excl Europe RC Europe RC Pax

Source: ICCA report March 2009

In just two weeks in February, Carnival Australia brought in

26,000 passengers on 11 ships, contributing $8 million to the economy

In 2004

158,000 passengers

In 2008

303,000 passengers

Source: ICCA report March 2009

90% category

growth in 4 years

P&O Cruises fleet doubling by 2010

From December, 3 ships based in Sydney year round

for Australians, bigger than the US, UK, Indonesia and Thailand

337 327271 221 186 179 160 145

QLD NSW VIC WA Cruise 09 NZ Thai Cruise 06 USA Indon Cruise 03 UK

Source: 2007 ABS / ICCA / Internal. Holiday destination is primary one.

biggest ‘offshore’ holiday destinationCruising is set to become the

1 ship call = 12 x 737/800 passenger jets

By the end of next year, Carnival Australia will be carrying 17,000 passengers and crew at any given time…

…the equivalent of the population of the Whitsundays

The best form of customer engagementUsing Facebook & blogs in your marketing strategy

Once upon a time there was the 60sec TVC…

Our passengers

No longer about ‘who has the best website’

Website

R.E.S.P.E.C.T.Anthony Goldman

Who has the best ‘online community’

Facebook

Blog Youtube channel

Twitter

External forums

Website

External blogs

Website

Our Ship blogs

‘Engaging those who want to know more about life on board’

3000 visitors a wk

1500 comments

70 passenger bookings

R.E.S.P.E.C.T.Jeffrey ColeKaren Ganschow

‘Engaging those who are about to cruise’

500 fans a week

220 interactions a wk

10K page views a wk

Rollcall…

‘Engaging those who want to know our new news

R.E.S.P.E.C.T.Anthony Goldman

‘Engaging those who want to know all about cruisingOur Website

H1N1 Swine Flu Case StudyUsing social media in crisis management

The national symbol for swine flu

Sydney Morning Herald on 30 – 31 MayIllustration: Simon Bosch

23 May 25 May 26 May 27-28 May 29 May

Dawn Princess in SydneyNo pax with swine flu.

Pacific Dawn returning from South Pacific

30 May 1 June 2 June 4 June 5 June

Dawn Princess in SydneyNo pax with swine flu

At sea

Returning from South Pacific Arrives in SydneyPax disembark

Sails at 10.30pm3 crew + 4 pax H1N1

Dawn Princess in Sydney.No pax with swine flu. At sea.

Noumea

Returning from South Pacific Arrives in Sydney. Pax disembark.

Sails at 10.30pm.3 crew + 4 pax H1N1.

At sea

Dawn Princess in Sydney.No pax with swine flu.

At sea. Noumea.At sea & Suva

Returning from South Pacific Arrives in Sydney. Pax disembark.

Sails at 10.30pm.3 crew + 4 pax H1N1.

At sea. Can no longer visit NQ portsWill head to Brisbane

At sea Noumea At sea & SuvaPort Denarau, Fiji

Returning from South Pacific Arrives in SydneyPax disembark

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

At sea Noumea At sea & Suva Port Denarau, Fiji

Returning from South Pacific Arrives in Sydney.Pax disembark

All clear

Dravuni Island, Fiji

Arrives in Brisbane – 3 days ahead of plan.

84 pax disembark

Sails at 10.30pm3 crew + 4 pax H1N1.

All clear

Dravuni Island, Fiji Vila

Arrives in Brisbane – 3 days ahead of plan

84 pax disembark

Swabs off at Coffs & pilotArrives in Sydney

No swine flu

All clear

Dravuni Island, Fiji Vila Lifou cancelledFive pax & 1 crew have flu-

like symptoms

84 pax disembark

No swine flu

Darling Harbour

All clear

like symptoms

At sea

84 pax disembark

No swine flu

Darling Harbour Sails full on next cruise

All clear

like symptoms

At sea Arrives SydneyNo swine flu

84 pax disembark

No swine flu

Darling Harbour Sails full on next cruise At sea

On SMH alone:

• Swine flu and ships linked for first time• Timing is everything• First human transmission outside Victoria • Situation evolved quickly• Authorities developed policy on-the-run• No national approach • Public health – panic!• Little concern we had a business to run

Our challenges

The Players

We had 2 strategic choices:

• Protect short term revenue• Behave like we were trapped

• Turn it around & protect reputation• Fight tooth-and-nail for a policy• Short term hit to protect long-term revenue

The Commerical Decision

• Established incident team - met every 3 hours (or as required)

• Included Captain & ship executive

• Nominated representatives to liaise with authorities

• Passenger announcements onboard

• Travel agent & supplier communications

• Traditional media liaison

• CEO briefings for passengers onboard

• Presence in digital channels to tell the facts

Our Response – an integrated approach

R.E.S.P.E.C.T.Rohit Bhargava

Our Digital response

Role of digital comms was to provide regular updates of the facts to relevant stakeholders

The channels we used to release regular updates were:

•Digital PR outreach•The P&O Cruises website (homepage)•The Pacific Dawn blog •The @POCruises Twitter account •A Carnival Australia YouTube channel

Video responses

• Five YouTube video updates from CEO Ann Sherry, each video turned around within an hour of filming

• Total of 9,949 video views• 13 comments - 11 highly positive, 2 negative (from the same person)

Blog Updates

• 12 blog posts were posted on the blog• Daily blog views jumped dramatically during the crisis and have

remained higher than before the incident • 33 comments – all positive

• A total of 25 Tweets from Carnival during the swine flu crisis kept followers updated on all developments.

• Outreach during this time actually helped to build followers on the new Twitter account, with followers more than doubling during the swine flu incident

Twitter

Twitter: regular updates

Homepage announcements

We made quick changes to our homepage to feature the latest update videos and links with travel advice on H1N1.

Results: Positive feedback

We received positive feedback from passengers, concerned family and friends and the media for our digital channel approach.

Feedback posted online

“Well done P&O. You have been an innocent victim in all this and your response has been fantastic. May your star continue to shine brighter! “

“Pacific Dawn rules stick in there”

“Thank you Anne for making us feel more at ease on the our upcoming cruise next week! I am 100% sure the media has taken this issue to a whole new level for their own agenda! What a shame! We are really looking forward to this trip! We have been waiting for this trip for 18months.”

“P & O are being made media scapegoats regarding this swine flu.. Planes have not been prevented from taking off or landing , or diverted from their destinations with untold passengers on board, yet one cruise ship is being hyped up as threatening to Australia public health …..come on!……….. Give P & O a fair go…..”

Thanks for your updates re swine flu. The media is having a ball giving you guys a hard time. Keep your chins up.

Feedback posted onlineDear Ms Sherry,Congratulations to you and your staff on a job well done. The reason I am writing to you is because we are impressed with the approach and way your company is handling this challenging time. I have been taking special interest due to the fact that we will be travelling with P&O on the Dawn Princess leaving 22nd June. The reasons are as follows from my observations with press releases:_Your company has handled the flue issue very professionally and responsibly.Your priority is the passengers not just the money, which is very rare these days. I guess that is the one thing that really hit home to us is that you genuinely care. I just thought with what is going on around you and your staff right now it might be nice to hear how you have become across to the general public and to know your effects have been appreciated and noted. I do not write letters normally I might think about it but this is a first and that is because I felt touched at the lengths you re going to and that shows INTEGRITY and not just because you have a duty of care.My husband is telling our friends he is a “virgin” because he is going on his first ship cruise! We are excited and looking forward to it and as I write this letter we have 17 sleeps to go before we leave Perth to start our holiday. I would like to express how proud we feel to be travelling with your company.I do hope this letter reaches you personally as I can only imagine the enormous pressure it has put upon your company at this time and I hope this letter brightens your day.Kind regards Yvonne and Graham Fogarty.PS its flu season some people are bound to be boarding with a sniffle, I wonder who is benefiting from this over reaction? Definitely not your company or the ordinary people like us who have saved up to do a once in a life time trip.Kind regards Yvonne Fogarty

Results: Website traffic increase

During the Swine Flu crisis, daily website traffic doubled and has remained above average post the crisis management campaign.

Daily traffic to the Pacific Dawn blog also doubled and has remained 10% above pre-crisis levels

From Despair to Delight

Daily Telegraph - 27 May 2009 Daily Telegraph - 9 June 2009

Daily Telegraph – 2 June 2009

Key Learnings

• Digital channels are very effective for telling your side of the story…. The facts.

• Speed to market is important• Leave all blog posts/comments live indefinitely• Absolute transparency• Get on the front foot to turn your customers

into advocates

Case Study: 3 night Food & Wine Cruises Evaluating effectiveness of social media

BackgroundBusiness Objective:• Fill 2 x 3 night cruises on 31st July and 14th August cruising from

Sydney on board Pacific Dawn

Strategy: • Target couples, 25+, ‘new cruisers’• Compete against short breaks segment with food & wine theme• Position cruising as a contemporary holiday of choice to ‘new

cruisers’

Media (3 weeks): • Press ads• Search• EDM• Social Media (including exclusive deal)

Results

• Tweets & RT resulting in 9000 followers receiving the message with a CTR of 3.36%

• @POCruises followers doubled during campaign

• Cruises sold out • 2 bookings through Twitter

Blog Coverage : Google blog results ranked #1 and #5

So what did we learn?

It’s not always about direct $ ROI

Use as an opportunity to build followers and send key online bloggers onboard

Social media is a great listening

channel

Publish theme nights early

Nightclub facilities on our ships

Childrens facilities

R.E.S.P.E.C.T.Don Pepper

3 step Social Media strategy

1. Establish Presence

2. Engagement

3. Explore Commercial opportunities (if relevant)

Summary

Social media is not one size fits all! Keep trying everything and find what works for you

Define clear roles for each social media channel

Don’t just build digital into your strategy, build your strategy around it

JFDI!!!

THANK YOUsimon.cheng@carnivalaustralia.com

@Chengy

Carnival Australia Social

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