Andrea Guanci @andreaguanci

MSC Crociere Italia 2012 Facebook strategy

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MSC BACKGROUND

Tipping point

+500% fans in one year

New Publishing Strategy Fan page growth

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360°STRATEGY

Engagement

Communication Promotion

Sales and business development

Consumer

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CONSUMER PROMOTIONS

1 x 100 Multiplier For every 1 € invested in adv, up to 100€ Net Revenues generated.

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FACEBOOK OFFER

Duration 4 days

Offers claimed 127.331

Contacts on Facebook 8.195.582

New Likers 17.557

More than 8 M people reached in just four days. More than 800 LB Pax sold.

LbPax

Offer Launch

Minicruises Sales trend

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BUON COMPLEANNO

(HAPPY BIRTHDAY)

Over 250K people have their birthday date visible on Facebook every week. Effective and direct message

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500

1000

1500

2000

2500 More than 2,3K LB pax sold in 30 days

About 80 LB pax per day

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MAIN ACCOMPLISHMENTS

Facebook Success Story Top 10 Italian Brands by Engagement rate Source: Socialbakers

Trade

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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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CONTACT POINTS

Geolocalization CRM Form Interaction

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FIRST RESULTS

Over 200 subscribers

20% out of region

Over 500 requests

Less than 4 hours

Over 10% during weekends

Over 100K € Net revenues

During the first month…

MSC Social Partners

(Average engagement time)

More than 10% conversion rate

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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