[Cruise Marketing] Targeting Cruise Audiences on Social Media
Perpetually in a state of active development, social media is fast becoming the most sophisticated instrument in the toolbelt of today’s digital marketer. And brands are recognising the inherent value of social networks, with social media spend set to exceed 20% of marketing budgets within 5 years. As users, we give away more personal data than ever before and networks like Facebook have access to the lion's share. Access to such a wealth of data and a focus on technological developments within social media means that marketers and brands are able to target specific audiences more easily than ever before. Last week, Managing Director at Digital Visitor, Anthony Rawlins, took to the lectern at the 2016 CLIA river Cruise Convention in Amsterdam. In his presentation, he talked in-depth about how the cruise industry can use social media to target its key audiences on social media. Below is the presentation as it appeared on stage, from which you can expect to gain an understanding of: A background to social media Key social media tactics and techniques Social media advertising and background Targeting option on social Performance of social media vs. traditional media
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[Cruise Marketing] Targeting Cruise Audiences on Social Media
- 1. Demographics: Targeting River Cruise Audiences on Social Media
- 2. People you can talk to. Results that speak for themselves. An award-winning social media agency, we work with a wide range of travel and tourism clients. 2 Digital Visitor
- 3. Accolades 3 ‘Social Media Agency of the Year’ ‘South Marketing Agency of the Year’ ‘Social Media Agency of the Year’ ‘South Marketing Agency of the Year’ ‘Social Media Agency of the Year’ ‘Tourism Campaign of the Year’
- 5. Why social media? • Highly targeted • Cost effective • Inspirational • Under utilised in Cruise – some notable exceptions • Your audiences are on social 5
- 6. Strategy & Tactics Strategy Content Lead Gen Ads 6 • Actionable insight • Ensures activity is effective • Relevant to audience • Attention & consideration • Pre-qualified leads • Convertible audiences • Highly targeted • Cost effective
- 7. Brands Interests Media Consumption Motivations Shopping habits Key audience Sainsbury's, Own brand, BBC, Times, First Direct, M&S, VW cars, GBBO, Gap, Evans Cycles, EBay Family & friends - Visiting or visits to kids, talking and networking with friends, increasingly online where necessary Holidays – Often 3 foreign trips a year from cities & cultural getaways to an awakened appetite for “soft adventure” Entertainment – Catch up TV, art house movies, concerts, reading, some festivals & some sports Increasingly active on mobile. Heavy internet users, with older higher end smartphone & tablet at home. Active on social media, primarily on Facebook. Using Skype & Whats App more. Women make buying decision. Men like photography and may share online Empty nesters • 45+ year old • Consulting or retired • Well travelled & still travelling • Family away from home • Wealthy for time & money Family & relatives Experience & memories Health & Comfort Cultural & authentic More online shoppers Planned weekly shop What friends do Read & research first
- 8. Content 8
- 9. Content 9 • Tell your story - don’t sell • Consistent editorial themes • Bring brand values to life • Frequent updates • Invite customers to connect & engage • Brand touch point • Capture feedback • Evidence & validation
- 12. Lead generation • Creative campaign hosted on social and website • Directed targeted audiences to campaign • Should immerse in brand and educate e.g. Illustrate new routes • Captures leads / emails • Phone numbers • Address for brochure 12
- 13. Lead generation • £5-£20 cost per lead in cruise? • Social can deliver better quality or lower cost 13
- 17. Today 17 Challenge: Promote discount offer for 2017 Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice Advert: Holiday offer promoted with web click advert 21 3
- 18. Today 18 Challenge: Lead generation campaign for European cruises Audience: UK 45-65 women Interests: Cruising, Canal Holidays, I Love Cruising group, Daily Mail, Venice Advert: Web click ad driving entrants to app on Facebook 21 3
- 19. Social ads vs traditional 19
- 20. Travel agency traffic 20 Channel Impressions Clicks Cost Lonely Planet 500,000 3,400 £17,820 Trip Advisor 1,822,834 £25,500 Travel network 3,000,000 2,177 £32,400 Facebook
- 21. Travel agency traffic 21 Channel Impressions Clicks Cost Lonely Planet 500,000 3,400 £17,820 Trip Advisor 1,822,834 £25,500 Travel network 3,000,000 2,177 £32,400 Facebook 750,000 27,222 £17,500
- 22. Airline bookings 22 Channel Impressions Clicks Cost Daily Telegraph 1,336,760 5,333 £35,000 Readers Digest 1,200,000 3,390 £25,000 Guardian 412,000 £30,000 Facebook
- 23. Airline bookings 23 Channel Impressions Clicks Cost Daily Telegraph 1,336,760 5,333 £35,000 Readers Digest 1,200,000 3,390 £25,000 Guardian 412,000 £30,000 Facebook 562,000 18,750 £15,000
- 24. Key points • Social can deliver your audiences • Use social to Inspire and educate • Sophisticated targeted • Improved advertising • Perfect for lead generation and getting better at direct sales 24
- 25. Questions Anthony Rawlins Managing Director +44 (0) 117 911 1420 anthony@digitalvisitor.com 25