COMMENTS
I don't get this at all! Why would you take something so easy and beneficial for your business and make it so hard! I mean how can they even expect to police this!? Are they going to go after people who post links or embed videos they have approved and created!? This makes no sense.
Of course I can understand Carnival wanting to try and formalize the process, but doesn't that kind of cheapen or defeat the purpose of social media interaction in the first place? I mean this is conversation for crying out loud!
Hi Shannon,
Interesting cut on what could be a controversial topic.
Good use of Hubspot as an Example.
Pete's positional statements are very relevent given that he must be as protective of the Hubspot Brand as Ms. De la Cruz is of the Carnival Brand.
It certainly raises some important questions about Content, Colloboration & Control.
I have some friends in the travel industry that may find this interesting.
Thanks.
I think what the brass at Carnival cruise fail to understand is that Social Media cannot be controlled. An interesting phenomenon occurs when you place restrictions on what people can and can't do - it may likely result in them doing it even more - I could be wrong, but users don't like have their social conversations controlled.
I agree with Pete's comments. The job of Carnival's Social Media team is to pump out amazing content with the hope that their audience will spread the videos and content like wildfire - that is the whole point. It will be interesting to see how this policy affects the proliferation of their content in the social media realm.
Seems like Carnival doesn't understand the way humans communicate in the 21st century.:-)Carnival no longer controls there brand, it is in public domain and that is probably a good thing
@Craig @Matt @Jack -- Thanks for your comments!
@Matt- I am surprised at Carnival, too. They seemed a little heavy handed with the restrictions on this policy. To me, Carnival is way behind with Inbound Marketing - I tried visiting the blog linked to Carnvial's homepage and got a 404 error - same thing happened with the other community elements. How sad.
However, it does look like that as of about an hour ago, Tnooz updated the article saying that Carnival is going to adjust the policy so that it's not so far reaching. I hope that the new policy doesn't restrict their partners from sharing Carnival content online -- but if it does - they're only hurting themselves!
If I am reading this new policy correctly, it only prevents Cruise Industry Bloggers from using Carnival Created Content on their blogs. I am one who creates all original content and use my own photos and video. So, for those bloggers who create all orginal content this will not be a big deal. It may actually cut down on the noise from those who just repost Carnival Content.
But if this limits me from using the word Carnival in my blog posts then it will be a huge issue.
Outside of Carnival's John Heald's Blog they have made it a habit of missing the boat on the topic of Social Media.
Rich Tucker
CruiseSource.us
@Shannon - your very welcome, keep up the great work.
@Rich Tucker - Good for you that you create your own original content and media, that's great. But I think the point here is - why would you limit people from propagating and sharing that information especially if it's branded and approved by Carnival already? I mean that's equal to free PR as far as I can tell. Seems like a big missed opportunity if you ask me.
@Rich Tucker : Your original content is top shelf and essential to understanding the cruise industry. Based upon my reading of the current doc, you using the word, "Carnival Cruise" in any communication would have to express permission. But, again, as Tnooz is currently reporting, Carnival Cruise Lines has seemingly taken note of the vocal objections and will re-word or change the policy, again, for 2010.
@Matthew Nelson Thanks for bringing this story to more readers. And I and other
CruiseLineFans tend to agree that any form of censorship is just that: censorship...and all it does is hamstring hard working travel affiliates and partners.
Huh.
Yes, it's always understandable that a brand wants to control its message.
Yes, it's always astonishing that the same brand seeks to control it by keeping it out of the hands who built that brand, continue to build it today: partners like travel agents for a cruise line and ...customers! OMG! They may talk about us, what will they say, we have to establish rules...!
Fortunately, we're learning quickly in this open arena of ideas and can help each other through this malaise of fear and the need for a false sense of control that's detrimental to all.
I get it. I think they should try to do some quality control when it comes to third party sites. However, I do feel that some notable companies that work with this brand should set up some agreements in order to use their brand on a regualar basis for the right purposes.
They are shooting themselves in the foot. Not a smart move.
That is a terrible idea! Social media is all about openness and sharing.
This makes me want to write a blog post with pictures of people in rubber life rafts, people sick to their stomachs, and people being eaten by sharks -- and a list of "publicly available" Carnival cruise deals.
As long as I used stock photos, this would all be well within the terms of their rules, right?
Clueless nits!
In my line of work (marketing architecture/engineering) we regularly contract with photographers who retain copyright control but allow us usage rights. I'm in agreement with the posts here pointing out the openness of SM, but similar to Carnival, I'm concerned about honoring the creative rights of my partners.
Should creative-use contracts include new language regarding SM? What are the implications for firms hiring professional photographers/creatives?