Introduction to Marketing & Sales panel at the 2012 Cruise Shipping Miami conference. Focuses on mobile & social trends including smartphone adoption, Facebook growth, Foursquare & geolocated promotions, Pinterest, changes to traditional advertising, out of home advertising, Klout/online influencers, and the panel bios.

1. SALES & MARKETING PANEL
Cruise Shipping Miami 2012
Introduction by Lin Humphrey
Saturday, March 17, 12

2. THE CONNECTED CONSUMER
Saturday, March 17, 12

3. THEY ARE MOBILE & VOCAL
• 42% of mobile phones are
smartphones
• The iPhone has more power
than the computers used to
put a man on the moon
• But its real power is in social
connections
• Consumers have access to
unlimited information & most
of their network.
Saturday, March 17, 12

4. NEW WAYS TO CONSUME INFORMATION
• iPads have created a new
segment in electronic
devices.
• The top tablet viewing time
is after 9pm - new
opportunities for online
advertising.
• Kindle Fire further expanded
the market with a low priced
tablet with trusted name
Saturday, March 17, 12

5. FACEBOOK RULES....
• 50% of mobile traffic in the
UK is to Facebook
• Facebook has 845 million
active users, over 50% log on
daily
• Mobile Facebook users are
twice as active as web users
• Users have 190 friends on
average
Facebook Press
The Anatomy of the Facebook Social Graph
Saturday, March 17, 12

6. THEY SHARE THEIR LOCATION
• Consumers share their
location & consumption
experience via apps like
Foursquare.
• Marketers can offer check-in
specials based on location
and frequency of visit.
• RadioShack sees 3.5x spend
from Foursquare users
Saturday, March 17, 12

7. AND REDEEM INSTANT BENEFITS
• American Express powers
the backend for seamless
redemption of statement
credits
• Instant redemption of credit
on the card makes the
merchant’s participation
painless
Saturday, March 17, 12

8. THEY DOCUMENT THEIR
CONSUMPTION EXPERIENCES
• Access to smartphone cameras
allows anyone to document or
share hedonic experiences, good
or bad.
• Apps like Foodspotting, Yelp, and
Oink allow instant sharing of
images & reviews.
• 24 hours of video are uploaded
every minute to YouTube.
• The average consumer can
become a thought leader/pundit in
minutes.
Saturday, March 17, 12

9. EVEN SUPER BOWL ADS
HAD TO CHANGE...
• Darth Vader VW 2011 ad
changed how Super Bowl ads
were launched
• 51 million views to date
• Created a fundamental shift in
ad philosophy.
• Early and continual sharing
became the goal, not surprise
during the event.
Saturday, March 17, 12

10. THEY ARE MOBILE & VOCAL
• Brands began to invest in
longer ads with an
emotional hook to drive
social sharing
• Narrative became
important as brands
sought that all powerful
‘share’
Saturday, March 17, 12

11. BRANDS HAVE ALTERNATIVES
TO DRIVE WORD OF MOUTH
• Firms can drive word of
mouth by targeting influential
consumers
• Audi drove 51.14 million
impressions from just 217
test drives
• Palms Casino upgrades guests
based on lifetime value or
online influence scores
Saturday, March 17, 12

12. INFLUENCERS - AN OLD CONCEPT REBORN
• Online influence allows travel
firms to invite product trial
by vocal & influential
consumers
• 120 free flights + 140 party
participants = 7.4 million
impressions!
• Cruise lines have done this
for years with fam trips!
Saturday, March 17, 12

13. NEW WAYS TO SHARE ARE EXPLODING
• Pinterest is the fastest
growing social site.
• <10 million unique
visitors since January
• 145% growth since
January!
• Primarily female, and
sharing is lifestyle &
aspirational curation.
Saturday, March 17, 12

14. BUT THERE IS A WORLD OUTSIDE DIGITAL...
• Royal Caribbean’s NYC
Subway immersion
• Carnival Aquariums /
Carnival Vacation Stores
• Drive deeper
engagement with mobile
shortcodes leading to
mobile sites & app
downloads
Photo credit : Columba Calicchio, RCCL
Saturday, March 17, 12

15. WHILE THE TOOLKIT HAS BECOME
MORE SOPHISTICATED...
...it’s still all
about getting
people on
their next
cruise vacation!
Saturday, March 17, 12

16. Betsy O’Rourke
SVP, Marketing
Saturday, March 17, 12

17. Barbara
Muckermann
Chief Marketing Officer
Saturday, March 17, 12

18. Jim Berra
Chief Marketing Officer
Saturday, March 17, 12

19. Maria Miller
SVP, Marketing
Saturday, March 17, 12

20. Jeffrey Anderson
VP, Marketing
Saturday, March 17, 12