Download - MSC FB strategy by Andrea Guanci
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