66
Reviewing the Performance of Social Media campaigns Putting theory into practice September 2009 Simon Cheng Director of Marketing

Carnival Australia Social

Embed Size (px)

DESCRIPTION

Carnival social media strategy and results. Includes look at Swine flu case study.

Citation preview

Page 1: Carnival Australia Social

Reviewing the Performance of Social Media campaigns

Putting theory into practice

September 2009Simon Cheng

Director of Marketing

Page 2: Carnival Australia Social

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

Page 3: Carnival Australia Social
Page 4: Carnival Australia Social

ReadyFire!Aim

Page 5: Carnival Australia Social

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

Page 6: Carnival Australia Social

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

Page 7: Carnival Australia Social
Page 8: Carnival Australia Social

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

Page 9: Carnival Australia Social

In just two weeks in February, Carnival Australia brought in

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

Page 10: Carnival Australia Social

In 2004

158,000 passengers

In 2008

303,000 passengers

Source: ICCA report March 2009

90% category

growth in 4 years

Page 11: Carnival Australia Social

P&O Cruises fleet doubling by 2010

From December, 3 ships based in Sydney year round

Page 12: Carnival Australia Social

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

1,960

1451

749

574

337 327271 221 186 179 160 145

0

250

500

750

1,000

1,250

1,500

1,750

2,000

2,250

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

Ho

lida

y T

rip

s 0

00

7+

Nig

hts

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

biggest ‘offshore’ holiday destinationCruising is set to become the

Page 13: Carnival Australia Social

1 ship call = 12 x 737/800 passenger jets

Page 14: Carnival Australia Social

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

Page 15: Carnival Australia Social

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

Page 16: Carnival Australia Social

Once upon a time there was the 60sec TVC…

Page 17: Carnival Australia Social

Our passengers

Page 18: Carnival Australia Social

No longer about ‘who has the best website’

Website

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

Page 19: Carnival Australia Social

Who has the best ‘online community’

Facebook

Blog Youtube channel

Twitter

External forums

Website

External blogs

Website

Page 20: Carnival Australia Social

Our Ship blogs

20

‘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

Page 21: Carnival Australia Social

21

‘Engaging those who are about to cruise’

500 fans a week

220 interactions a wk

10K page views a wk

Page 22: Carnival Australia Social

Rollcall…

22

Page 23: Carnival Australia Social

23

‘Engaging those who want to know our new news

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

Page 24: Carnival Australia Social

24

‘Engaging those who want to know all about cruisingOur Website

Page 25: Carnival Australia Social

H1N1 Swine Flu Case StudyUsing social media in crisis management

Page 26: Carnival Australia Social

The national symbol for swine flu

Sydney Morning Herald on 30 – 31 MayIllustration: Simon Bosch

Page 27: Carnival Australia Social

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

Page 28: Carnival Australia Social

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

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

30 May 1 June 2 June 4 June 5 June

Page 29: Carnival Australia Social

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

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

30 May 1 June 2 June 4 June 5 June

Page 30: Carnival Australia Social

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

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

30 May 1 June 2 June 4 June 5 June

Page 31: Carnival Australia Social

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

Dawn Princess in SydneyNo pax with swine flu

At sea Noumea At sea & SuvaPort Denarau, Fiji

Returning from South Pacific Arrives in SydneyPax disembark

Sails at 10.30pm3 crew + 4 pax H1N1

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

30 May 1 June 2 June 4 June 5 June

Page 32: Carnival Australia Social

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

Dawn Princess in SydneyNo pax with swine flu

At sea Noumea At sea & Suva Port Denarau, Fiji

Returning from South Pacific Arrives in Sydney.Pax disembark

Sails at 10.30pm3 crew + 4 pax H1N1

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

30 May 1 June 2 June 4 June 5 June

Dravuni Island, Fiji

Arrives in Brisbane – 3 days ahead of plan.

84 pax disembark

Page 33: Carnival Australia Social

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

Dawn Princess in SydneyNo pax with swine flu

At sea Noumea At sea & Suva Port Denarau, Fiji

Returning from South Pacific Arrives in Sydney.Pax disembark

Sails at 10.30pm3 crew + 4 pax H1N1.

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

30 May 1 June 2 June 4 June 5 June

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

Page 34: Carnival Australia Social

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

Dawn Princess in SydneyNo pax with swine flu

At sea Noumea At sea & Suva Port Denarau, Fiji

Returning from South Pacific Arrives in Sydney.Pax disembark

Sails at 10.30pm3 crew + 4 pax H1N1.

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

30 May 1 June 2 June 4 June 5 June

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

like symptoms

Arrives in Brisbane – 3 days ahead of plan

84 pax disembark

Swabs off at Coffs & pilotArrives in Sydney

No swine flu

Darling Harbour

Page 35: Carnival Australia Social

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

Dawn Princess in SydneyNo pax with swine flu

At sea Noumea At sea & Suva Port Denarau, Fiji

Returning from South Pacific Arrives in Sydney.Pax disembark

Sails at 10.30pm3 crew + 4 pax H1N1.

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

30 May 1 June 2 June 4 June 5 June

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

like symptoms

At sea

Arrives in Brisbane – 3 days ahead of plan

84 pax disembark

Swabs off at Coffs & pilotArrives in Sydney

No swine flu

Darling Harbour Sails full on next cruise

Page 36: Carnival Australia Social

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

Dawn Princess in SydneyNo pax with swine flu

At sea Noumea At sea & Suva Port Denarau, Fiji

Returning from South Pacific Arrives in Sydney.Pax disembark

Sails at 10.30pm3 crew + 4 pax H1N1

At sea Can no longer visit NQ portsWill head to Brisbane

7 pax swabs tendered to shore at Gladstone

All clear

30 May 1 June 2 June 4 June 5 June

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

like symptoms

At sea Arrives SydneyNo swine flu

Arrives in Brisbane – 3 days ahead of plan

84 pax disembark

Swabs off at Coffs & pilotArrives in Sydney

No swine flu

Darling Harbour Sails full on next cruise At sea

Page 37: Carnival Australia Social

On SMH alone:

Page 38: Carnival Australia Social

• 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

Page 39: Carnival Australia Social

The Players

Page 40: Carnival Australia Social

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

OR

The Commerical Decision

Page 41: Carnival Australia Social

• 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

Page 42: Carnival Australia Social

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

Page 43: Carnival Australia Social

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)

Page 44: Carnival Australia Social

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

Page 45: Carnival Australia Social

• 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

Page 46: Carnival Australia Social

Twitter: regular updates

Page 47: Carnival Australia Social

Homepage announcements

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

Page 48: Carnival Australia Social

Results: Positive feedback

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

Page 49: Carnival Australia Social

Feedback posted online

Page 50: Carnival Australia Social

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.

Page 51: Carnival Australia Social

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

Page 52: Carnival Australia Social

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

Page 53: Carnival Australia Social

From Despair to Delight

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

Daily Telegraph – 2 June 2009

Page 54: Carnival Australia Social

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

Page 55: Carnival Australia Social

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

Page 56: Carnival Australia Social

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)

56

Page 58: Carnival Australia Social

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

Page 59: Carnival Australia Social

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

59

Page 60: Carnival Australia Social

So what did we learn?

Page 61: Carnival Australia Social

It’s not always about direct $ ROI

Page 62: Carnival Australia Social

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

Page 63: Carnival Australia Social

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

Page 64: Carnival Australia Social

3 step Social Media strategy

1. Establish Presence

2. Engagement

3. Explore Commercial opportunities (if relevant)

Page 65: Carnival Australia Social

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!!!

Page 66: Carnival Australia Social

THANK [email protected]

@Chengy