Cruising Toward Social Media Success with a Customer Advocacy ProgramPosted by Michelle (Haschka) Wright on July 15, 2010 at July 15, 2010 10:38 AM
I had the opportunity to sail on the inaugural cruise of the NCL Epic last week with a travel agent friend. (The ship's first sailing is reserved for travel agents and their guests, who all travel free). It's a smart influencer relations and awareness building strategy - wine and dine the people that are going to sell your stuff. Show them first-hand what a wonderful experience they'll be selling their customers.
The fact that people are making the effort to form communities in this way fascinates me, but it also got me thinking about what Norwegian Cruise Line could be doing to engage with these folks and tap into their excitement about the brand. They're basically being handed a plate full of social-media savvy influencers eager to talk about them in a positive light. It doesn't get much better than that!
How would we advise our clients to get started? We'd recommend they tune in via social media monitoring and identify the people talking about NCL. Then they could sponsor the planned tweet-up and create a social media ambassador club (with a cute name, of course ... The Social Skippers, Cruise Crew, NCL Socialites, etc) for attendees to join. While cruising, offer this group some exclusive perks that will encourage them to share information about the ship after they've landed. From there, elevate their experience and help them get social:
What else would you suggest they do?
Photo credit Ell Brown
TrackBack URL for this entry:
Great thoughts on what NCL and any cruiseline could do to engage those who are coming on their ship and are users of Social Media. I think that they should open the Wifi to those who are heavy users. I think they should offer social media classes onboard to teach passengers how to share pics and photos with family as well as how to stay connected after the cruise with people they meet onboard. They are truly sitting on a goldmine.
BTW, I was on the NCL Epic for the Miami Inaugural. We hosted a Bon Voyage Tweetup the night before the cruise and NCL actually promoted the tweetup on their Facebook page. We then used twitter to plan a Tweetup at the Plunge Slide on the Epic that you mention in your article. Small World.
Posted by: @CruiseSource at July 15, 2010 5:36 PM
Thanks for your insights, Rich! All excellent ideas - I especially like the point about free Wifi. It seems like that would be greatly appreciated, and utilized, by the social media "elite" on board. It's also an idea that could be replicated by others in the hospitality industry - hotels, resorts, etc.
And it's great to hear NCL is already engaging with its customers via Facebook and Twitter. Hopefully they'll continue to build on the program and make their customer experience even stronger.
Post a comment