NAVIGATING THE SEAS OF SOCIAL NETWORKINGExperian/Carnival Webinar 2011

Andrew ElkinsSupervisor Online Campaigns

CRUISING INHERENTLY SOCIAL ACTIVITY

• Activities and dining designed for networking• Cruisers communicated within community before internet• Social Networking works because it is exactly what internet is

supposed to do• Technology enables communication between like-minded people

across great distances

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WHERE IS CARNIVAL ONLINE…

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Heald’ blogHeald’ blog

Second Homes

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Funville• Objective & Approach:

•Build a Cruise Community•Keep guests engaged with Carnival

•Key Facts:•Launched January 2010• Features: Forums, Group Blog, Videos, Games, E-cards, Downloads•Monitored/Moderated by CCL staff

•Highlights Carnival’s involvement across the social networks

JOHN HEALD’S BLOG• Objective & Approach

•Personalizing the Carnival brand•Creating interesting & unique content

•Key Facts:•Launched in 2007 as part of Carnival Freedom launch •Focus on Carnival experience, staff, cruise stories•+7 Million & 52,000+ comments•1000+ Bookings for Blogger’s cruises

CARNIVAL USES TWITTER IN 2 DISTINCT WAYS

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Carnival has two distinct accounts@CCLSupport – Used for customer service@CarnvialCruise – Used for marketing

FACEBOOK

• Objective & Approach:• Experience & Community Building

• Share “news” & sales information• Engage guests on their terms• Key Facts:• Launched 6/2007• 502,149+ fans• Branded tabs provide fun/unique

experiences • Carnival tab launched 12/09• C. Magic tab features first industry

“Meet the Crew”

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FACEBOOK CRUISE FINDER

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• Objective & Approach:• Experiment with the potential

for social commerce• Increase cruise awareness and

promote small group cruise planning.

• Key Facts:• Launched in Mid August ‘10• In the first 6 business days :

• 3,387 active users• 2,102 total installed users

DOING THE HEAVY LIFTING

• News• New Product

Announcements• Sales and Promotions

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SPLENDOR SEARCH

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DIDJA CAMPAIGN 2011

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CARNIVAL SPLENDOR

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WHAT’S NEXT FOR CARNIVAL ONLINE?

• Build upon our social commerce foundation on facebook

• Build our presence on facebook• Integrate facebook features on

carnival.com• Multi-Media content production

with wide distribution• Mobile (launched January 2011)

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JUST THE BEGINNING

• Social networking has given our guests a way for Carnival to come to them

• Social networking applications will be the primary way in which guests receive Carnival information

• Information gathered from social networking sites will drive future online initiatives

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CARNIVAL SOCIAL• www.facebook.com/carnival• www.twitter.com/carnivalcruise• www.twitter.com/cclsupport• www.youtube.com/carnivalfunships• www.flickr.com/carnivalcruiselines• www.johnhealdsblog.com

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