Fairline Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue

YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS
LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY

FAIRLINE YACHT CLUB
www.fairline-yachtclub.com | ISSUE OCTOBER 2011

YACHT BROKERAGE
5 digital marketing
commandments for luxury brands

YACHT CHARTER
What to include in your
social marketing strategy
YACHTING & SOCIAL
NETWORKS STRATEGY
Finding the right marketing mix

Yacht
brokerage
listings BOAT SHOWS
Fall Boat Shows
a ge Calendar
r
ke
Yacht Bro

FOCUS Marketing for the yachting industry 1.99£

M o s t a d v a n c e d m a r k e t i n g

LONgITUDE64

p l a t f o r m f o r t h e y a c h t i n g

Docks & SLIPS SOLUTIONS

yacht brokerage solutions

yacht charter solutions

monthly magazine

web: www.longitude64.com
email: sales@longitude64.com
skype: longitude64
facebook: www.facebook.com/longitude64
twitter: www.twitter.com/longitude64

contents
LONGITUDE64
EDITOR’S LETTER

8 EDITOR LETTER
Welcome to the
Fairline Yacht Club magazine

12 Online marketing
5 digital marketing commandments for
luxury brands

16 LONGITUDE 64
A new approach to yacht
brokerage and yacht charter
marketing

20 SOCIAL Marketing Mix
What to include in your social marketing
strategy

24 BOAT SHOWS CALENDAR
Boat show events taking place
in october 2011

26 SOCIAL NETWORKS
Advantages of using APIs integration
to post automatically to social networks.

32 SOCIAL MEDIA MARKETING
Establishing an efficient social media
marketing strategy becomes now a
reality for yacht brokerage and yacht
charter companies.

Yacht
32 YACHT BROKERAGE LISTINGS
Fairline Yacht brokerage listings
for the month of october 2011
Brokerage
presented by brokerage
companies using our
yacht brokerage solution
and Charter
Marketing
FEATURES

50 YACHT CHARTER MARKETING
LONGITUDE64 • ISSUE OCTOBER 2011

Inbound marketing strategy for
luxury charter yachts

52 YACHT BROKERAGE SOLUTION
Presentation of the yacht brokerage
solution for joomla. Features and
advantages

59 Find Prospects
Using social media to find
prospects.

04

61 Online PR
Understanding online PR and how
to use it to create brand awareness

62 YACHT CHARTER SOLUTIION
Presentation of the yacht charter
advantages

66 DOCKS & SLIPS SOLUTION
Presentation of the docks & slips
advantages

72 YACHT DESIGN NEWS
Yacht design news for

70 NEWS AROUND THE WORLD
Yachting events around
the world
october 2011

10
Cover Story
%O
FF Longitude 64 - The Yacht-
ing Network offers powerful

GRAB
features to yacht brokerage
and yacht charter companies
looking for a turnkey solu-
yearly tion in order to improve their
Subscription inbound marketing activities
and social networks integra-
Today !! tion .

THE
YACHTING
NETWORK
www.theyachtingnetwork.ch

Most Advanced Marketing
Services for the Yachting

Contacts
CH - Crans Montana: +41 (0)27 483 12 20
UK - London: +44 (0)20 7078-4226
USA - Miami: +1 (305) 394-9652
email: sales@theyachtingnetwork.ch

Social Media Marketing

Social Networks Integration

Superyachts Marketing

Dedicated Superyachts
Reservation Sites

Yacht Brokerage Solutions

Yacht Charter Solutions

Corporate Magazines
Creation

EDITOR’S LETTER

OLIVIER BAELDE
by

Editor

FAIRLINE
YACHT CLUB

PUBLISHER/EDITOR
Welcome Olivier Baelde
editor@yachting.vg

Marketing solutions Magazines are available in
ADVERTISING MGR
printed and electronic ver-
for yacht broker- James Blackburn
sions.
age , yacht charter advertising@yachting.vg

companies and real The Yachting Network plat-
SALES MGR
estate agencies form coupled to our yacht-
Ian Foster
ing solutions provide an
specializing in the exclusive set of features
sales@yachting.vg
rental and sale of to yacht brokerage and
MARKETING MGR
docks and slips are yacht charter companies
Clive Coleman
allowing them to market
our primary focus. marketing@yachting.vg
worldwide on different me-
dias their yachts for sale or
PR MGR
charter fleet.
Web Solutions Antoine Bonvin
We developed over the last pr@yachting.vg
We continuously work on
24 months an online plat-
improving our platform to
form using the latest tech- SUBSCRIPTIONS MGR
provide advanced features
nologies in terms of web Danielle Chiocci
not available in third party
design, database architec- subscriptions@yachting.vg
listings websites.
ture, cloud hosting.
SOCIAL NETWORKS MGR
Furtermore, a very pow- Sven Nicklasson
erful social network inte-
Mobile Solutions
social_networks@yachting.vg
The release of our iphone
gration though APIs al-
and ipad apps are sched-
lows the brokerage and BUSINESS DEVELOPMENT
uled for december 2011. It
charter companies using MGR
will add even more reach
our yachting solutions to Glen Coburn
to our solutions.
gain maximum exposure bus_dev@yachting.vg
on a worldwide basis with
Join us
a minimum of efforts on
FAIRLINEYACHTCLUB • ISSUE OCTOBER 2011

their side.
Olivier Baelde
Publisher, Editor
Then, our montlhy maga-
Crans Montana,
zines generated through
Switzerland
an InDesign CS5 workflow All correspondence should
integration allows to gen- be addressed to
erate on a monthly basis Latitude 26 Ltd
magazines for every sites 88-90 Hatton Garden
composing The Yachting Suite 36
Network. London, EC1N 8PN
United Kingdom
8

Targa 52, 2005

FAIRLINE

Specs: LOA:16 metres Beam:4 metres Draft:1 metres - VOLVO 715hp - Diesel
Web id: 5 - Price: 445.000 € Tax Not Paid
Visit www.fairline-yachtclub.com for full details - Web id: 5

Motor Boat Broker
Nicky Davies
Spain (+34) (971) 695-441

Targa 52, 2005

FAIRLINE

FAIRLINE Targa 52, 2005, Mallorca, Baleares Spain, 445.000 € This Fairline Targa 52 has
been superbly maintained and is offered in excellent order. The boat has a full Mediterranean
specification including air conditioning, Raymarine navigation equipment and all the other extras
that you would expect from a boat of this calibre.

Motor Boat Broker
Nicky Davies
Spain (+34) (971) 695-441

SOCIAL MEDIA

5 digital marketing
commandments for
luxury brands Just like the luxury

Lately people are talking about luxury
brands and digital marketing. “Is Digi-
democratic media in the world.
“ products and services
themselves, the quality of
luxury digital marketing
tal Killing the Luxury Brand?” Invari- 0 You shall democratize but
relies on ideation and

ably, these discussions evaluate the not downgrade execution. A dress is not
dangers of leveraging a wholly demo- inherently luxurious;
cratic platform in order to promote Luxury brands obsess over losing ex-
the difference lies in its
a wholly exclusive industry. But, as clusivity in the digital space, but this
usual, the discussion misses the point. concern puts the cart in front of the design and high-quality
horse. A luxury brand generates ex- manufacture. The same is
The question is not if luxury brands clusivity by cultivating a block of con- true of digital marketing
can safely leverage digital media. The sumers who wish they could buy the
question is how. With that in mind, brand’s products, but cannot afford
media. ”
here are five commandments for mar- them. Simply, if luxury brands want
keting luxury brands using the most to remain luxurious, they have to en-
12

gage not only their paying customers, but also people who
want but can’t have. 0 You shall honor digital media

This is where the democratizing power of social and new If luxury brands indeed fear brand dilution, they must first
media comes into play. Social media enables luxury brands stop diluting the quality of their digital media. Luxury cli-
to build tremendous clout among the aspirational set. In ents may say, “But it’s just a behind-the-scenes video for
some cases, social media may be the only place aspiring Facebook and YouTube! Do we really need to spend that
consumers can reach the brand at all. This, in turn, builds much on production?” The answer is always “yes.” Digital
tremendous prestige among the affluent set. luxury marketing is only as luxurious as the brands are will-
ing to make it.
In order to democratize without downgrading, luxury
brands must maintain the digital conversation by engag- Just like the luxury products and services themselves, the
ing more aspirational consumers and including them in a quality of luxury digital marketing relies on ideation and
controlled brand dialogue. On the other hand, the brand execution. A dress is not inherently luxurious; the differ-
must prevent brand downgrading by embracing clever- ence lies in its design and high-quality manufacture. The
ness and avoiding mimicry, by ensuring innovation and same is true of digital marketing media.
not stealing from their traditional campaigns, and by treat-
ing digital media like the marketing powerhouse that it is. Luxury brands must decide whether their digital market-
ing is luxurious or commonplace, and they must commit
All the while, luxury brands must strive toward the high- to making their digital messaging more beautiful, more in-
est creativity, elegance and production quality. Only in this novative and more elegant than anything else out there.
way can luxury brands both cultivate desire and maintain Only then can they preserve their up-market brand values.
exclusivity, and thus, grow in the digital world safely.
0 You shall not steal from old media
0 You shall not kill the conversation
The primary reason luxury brands fail at social and new
Luxury brands worry that if they allow interactivity or user- media is because they haven’t bothered to understand it.
generated content, if they initiate a conversation between Luxury brands take media developed and produced for tra-
brand and buyer, they will lose control of the brand image. ditional deployment and force it onto their social and new
This is simply not true. media platforms.

There are many ways to encourage interactivity while still
maintaining control of the brand. Look at Burberry’s
“Art of the Trench,” a photo-sharing destination that primar-
ily features Burberry-commissioned, high-end photogra-

phy of models in the brand’s seminal trench coats.

What’s more, it also allows consumers inside access if they
upload their own pictures (which are vetted and selected
by the brand). Therefore, Burberry successfully reaches a
significant audience while maintaining brand control.

Luxury brands must learn that they can create digital cam-
paigns with embedded brand control. Killing the conversa-
tion outright is not the answer.

13

LONGITUDE 64

For instance, they digitize a traditional
TV spot by compressing and upload-
ing to YouTube, or they post a print ad
to Facebook.

This blanket strategy weakens the
perception of luxury brands. Just as
one wouldn’t put a 30-second static
print ad on TV, so should one avoid
stealing traditional media by hawking
it in the digital space.

Luxury digital media requires a devel-
opment, production and deployment
strategy specific to its digital chan-
nels. Nothing less will do.

0 You shall not covet the
neighbour’s media channels
Having a marketing strategy is good, to adopt social media. Sooner than
Just because one luxury brand is suc- but having a marketing strategy that later, such businesses are caught off-
cessfully utilizing a particular digital works is great! Using social media re- guard and their social media ambi-

approach does not mean another quires a careful thought process, stra- tions reach a tame end.
luxury brand should follow the same tegic planning and flawless execution.
strategy. It is important for businesses to ana-
“There is a sense of urgency asso- 0 Observe and analyze your lyze how social media can help them.
ciated with digital platforms,” , but marketing strategy They need to observe how people
luxury brands must be careful not to use social media and how their com-
embrace a platform just because it’s Very often, businesses jump on to petitors are leveraging it. Analyze
hot. Only those platforms that spring Facebook and Twitter without even your business needs and how various
directly from a core brand ideal or analyzing what they need out of these social networks like Facebook, Twitter,
customer need can succeed without social networks. They claim that since LinkedIn and others can fulfill these
diluting the brand itself. their competitors are using social me- needs.
dia so they have no other choice but
14

often, businesses need to take a call fore, it’s important for businesses to
0 What’s your social mar- on whether they can execute their evaluate the impact of their social
keting strategy’s action social media strategy themselves or media efforts.
plan? do they need to hire specialist social
Evaluating social media ROI is easier
media experts? When in doubt, seek
Once you’ve determined what you help from an expert. said than done. There’s no single crite-
want out of social media, the next ria based on which you can determine
important question is how the success/ failure of your so-
you get it. Businesses need to cial media strategy.
come up with an action plan
A well planned and executed social
with realistic targets and fea- media marketing (SMM) strategy 0 Refine your
sible time/ cost estimates. If takes you where your users and buy- marketing strategy
your action plan takes forever
ers are. It lets you share the voice
to achieve or if it requires you The real beauty of social me-
to invest a fortune, there’s a of your organization, get real time dia lies in its dynamism. Social
strong case to revisit your ac- feedback for your products, create media is changing all the time.
tion plan. In such cases, it’s an instant buzz for your new product For example, if you logged in
best to start with concrete to your business’ Facebook
short-term goals such as I
offerings, build customer loyalty, and
profile, after a long gap, you
want to have 2,000 Facebook reach an informed target audience. would have realized that it’s
Friends in the first 3 months now a Fan Page. Therefore, it’s

or I want to close 5 deals with 0 Evaluate your marketing important to continuously refine your
my Twitter followers this month etc. strategy social media strategy and adopt a
flexible approach with the changing
0 Execute your marketing Most business follow a simple rule social media scenario.
strategy when it comes to adopting new tech-
nologies or paradigms – If it boosts Does your business have a social me-
A marketing strategy is only as good my business’ ROI, it’s worth the invest- dia strategy that works? If so, what are
as those who see it through. Once you ment. Social Media is no exception to the most important criteria for de-
have a social media marketing strat- this rule. Unless, businesses see value veloping such a marketing strategy?
egy in place, it’s important to focus addition from social media, they are How does your business measure its
on getting the execution right. Very not going to take the plunge. There- social media ROI? Do you think it is
15

LONGITUDE 64

OLIVIER BAELDE
by

Editor

“Longitude 64 -
The Yachting Network”
A new approach to yacht brokerage and
yacht charter marketing: integration with
social networks

W
elcome to the Longitude 64
monthly magazine. The pri-
mary purpose of this maga-
zine is to present yachts for brokerage
and yachts for charter from clients
using our yachting solutions. In order
to provide them with a competitive
advantage, we decided to integrate
our online platform called The Yacht-
ing Network with the Adobe inDesign
workflow. The end result being that
all the listings from clients using our
online yachting solutions are as well
included in our monthly magazines.
It brings them maximum exposure as
well as brand recognition. We believe
that there is still a need for a printed

W
version to allow readers to be able our clients listings. e believe that a tight inte-
to read offline while traveling for ex- gration between the web

T
ample. Furthermore, it allows our cli- he architecture of our platform sites of our clients running
ents to reach potential buyers who now comes full circle. We are one of our yachting solutions and
are not always willing to stay a long able to provide to all clients social networks and coupled with a
time in front of a computer screen in using our yachting and real estate printed version will bring them a very
order to review luxury yachts for sale solutions an integrated platform able powerful platform to increase the vis-

or charter. A printed version still has to deliver online and offline visibility ibility of their listings.
its charm and provides added value to through very efficient web services.

U
our clients. nlike third party listing sites

F
urthemore, our complete inte- specializing in yachting, cli-

w
We hope you will enjoy gration to over 15 social net- ents list their yachts only once
reading every month our works through APIs allows clients on their websites in our yachting so-
magazines. In the following using our solutions to post automati- lutions and then syndication takes
months, every site part of The Yacht- cally listings updates on their social place. It insures that their domain
ing Network will be integrated in the media accounts without extra work. name and web site is the place where
Adobe Indesign workflow in order to all listings are managed, indexed first
generate monthly magazines adding by search engines and where all in-
again some exposure and visibility to bound traffic goes back to when syn-
16

T
dicated to other sites. he Docks & Slips Solution for geting the yachting and luxury mar-
joomla was designed to answer kets.

O Y
ver time, this strategy will the needs of real estate agen- acht Listings are as well dis-
bring continuous lead gen- cies specializing in the sale and rental tributed in RSS feed format to
eration at a fraction of the of yacht slips. It provides extensive different subscribers and feed-
cost spent on multiple third party features not found in the competition. burner. XML feeds are syndicated to
listing sites where listings are lost in The Docks & Slips solution includes generic third party web sites like Olx,
the crowd. Vast, Oodle. It helps in increas-
The Yachting Network has local web- ing backlinks to the client’s

T
he Yacht Brokerage So- website.
lutions for joomla was
sites in all european countries. The

A
designed to answer print version of our magazine brings dditional XML feeds
the needs of yacht brokerage additional readers and visibility to our following the openma-
or dealership companies. It rine standard (www.
clients. Complete integration in social
provides extensive features openmarine.org) generate files
not found in the competition. networks maximizes the exposure of compatible with The Yacht
The Yacht Brokerage solution yacht listings. Soon to be released, Market, Boatshop24, Boat 24,
includes lead request man- mobile apps will close the circle of a Jameslist... completing a very
agement to store all yacht powerful array of syndication
requests.
360 inbound marketing strategy. tools.

T
he Yacht charter reservation So- lead request management to store all
lutions for joomla was designed yacht slips requests.
to answer the needs of yacht

P
charter companies. It provides exten- owerful and integrated APIs:
sive features not found in the compe- Powerful & Integrated Syndica-
tition. The Yacht Charter Reservation tion Services: Our Solution offers
solution includes reservation requests a very powerful synchronization tool
and quotes management as well as in order to increase instantly the vis-
online availability calendars. ibility of the listings in the Longitude
64 Yachting Network composed of
over 15 web sites (and growing) tar-
17

FAIRLINE Targa 44, 2008, £395,000
Located in Gibraltar

FAIRLINE Targa 44, 2008, Gibraltar, £395,000 The GRAN TURISMO model features a newly de-
signed cockpit with hugely increased space and a dining area which easily converts into a sunpad
- providing real adaptability and functionality.

UK Office

Contact: Mark Davies

Tel: +44 (0)1242 250 000
Fax: +44 (0)1242 500 253
Mobile: 07703 336 634

FAIRLINE Targa 44, 2008, £395,000
Located in Gibraltar

Specs: LOA:13 metres Beam:4 metres - VOLVO 435hp - Diesel

Web id: 8 - Price: £395,000 Tax Not Paid

Mallorca Office

Contact: Amanda Pollett

Tel: 34 687 070 252
Fax: +44 (0)1242 500 253
Mobile: +34 607 499 342

LONGITUDE 64

OLIVIER BAELDE
by

Editor

“What to include in your
social media marketing
strategy”
A well planned and executed social
media marketing (SMM) strategy takes
you where your users and buyers are.
It lets you share the voice of your or-
ganization, get real time feedback
for your products, create an instant
buzz for your new product offerings,
build customer loyalty, and reach an
informed target audience. The great
thing about a well carried out SMM
strategy is that it requires very little
financial investment from your side.

0 What to include in your
social media marketing
strategy

An effective SMM strategy will le- book, the social networking website for networking within the industry or
verage all quality online social hubs has around 500 million active users, of with vendors.
where users and customers meet which around 50% log in every day for
and converse. A good SMM portfolio commenting or browsing. A Facebook Blogs, Microblogging
includes a presence on diverse and fan page thus makes a lot of sense to
multimedia social sites. Let’s take a reach an active online audience. On engadget_logoBlogs give you a wide
look at the key elements of a good the other hand, Twitter has real time platform to talk about key issues.

SMM strategy. updates and news-worthy tweets Blogs are also a great way of bring-
that even search engines show in ing traffic to your main website. For
Social Networking Sites their search results. The tweets about an effective blog, you need to post
your products are quickly read and re- fresh and relevant content frequently,
Social Networking SitesThere are vari- sponded to by other users. A Twitter monitor and respond to comments,
ous social networking sites where you account to respond to and create a create internal links, and build a com-
can create profiles to connect with buzz about your product is therefore munity of loyal readers. Microblog-
your target audience directly. Create essential. Linkedin is accessed by a va- ging through sites like Twitter also
a Facebook fan page. Create tweets riety of professionals and businesses lets you send short, crisp updates.
and retweets on Twitter. Create your looking to connect and research for Some famous company blogs are
organization’s profile on Linkedin. Ac- work and business. Hence, a Linkedin www.engadget.com, googleblog.
cording to statistics released by Face- account for your organization is great blogspot.com, blog.facebook.com &
20

en.community.dell.com/dell-blogs/ Duo processor. and would use in their business. If
default.aspx. If you want blogs related your organization has conducted
to SEO, you can check out searchen- Photosharing, Slide Sharing any good-to-know research, you can
gineland.com, www.seomoz.org/blog share the findings online. You can also
or www.searchenginejournal.com. Photo Sharing Sites Like FlickrSharing share your presentations, slides, and
relevant and interesting images with reports through websites like Slide-
Online Videos your user base also helps in creat- share and Scribd.

Online VideosWebsites like A well planned and executed social Podcasting
Youtube have created a
whole new arena for multi-
media marketing (SMM) strategy itunes_podcast_iconAs per
media interaction. Sharing takes you where your users and buy- Podcast.com, “Podcasting is
and viewing videos is now, ers are. It lets you share the voice the method of broadcasting
not just an activity enjoyed audio files over the internet
of your organization, get real time
by individuals for their own which can be downloaded and
pleasure, but also a great feedback for your products, create listened to via your computer
way for an organization to an instant buzz for your new product and/or portable music player.
share information about its offerings, build customer loyalty, and The reason why podcasting is
products. Organizations have linked directly with the name
found sharing interesting and
reach an informed target audience. iPod is due to strictly to the fa-
related videos on Youtube to miliarity of origin of the word

be a great way of ensuring continual, ing pleasant, long-term associations. wherein people first began down-
sustained interest of the target audi- The images can be about widely an- loading music audio files to listen to
ence. You can upload interviews of ticipated events like a product launch, them on their iPods.“. Podcasting can
your top management, share presen- celebrity associations, or the organi- help you reach more users to promote
tations, or even share videos of social zation’s internal events. Websites like your products and services. Many us-
or business events in your organiza- Flickr have an active user base and ers find podcasts a great way of stay-
tion. When Intel uploaded fun and can be leveraged for this purpose. ing in touch with new developments
digitally enhanced videos of its Con- while on the move. Websites like Blip
sumer Electronics Show exhibit, it not Slide sharing, on the other hand, di- let you conveniently share your pod-
only created a buzz but also ensured rectly appeals to the user’s needs by casts. Other famous podcast sites are
users got to know about its new Core sharing information that they need podcast.com & Apple’s Itunes Podcast.
21

SOCIAL MEDIA

need to ask questions like: What
0 Points to consider before is the total count of visitors on my The most important thing
formulating a social media
marketing strategy

The sites mentioned above are very
useful and can change the path of
l
site? Where do they come from?
How many of them are directed
by search engines?
Find out how often your website
gets linked by other sites.
“ for you to do before
you begin charting
out an SMM strategy,
your organization towards tremen- is that you first need
l Check how often you post fresh
dous success. However, if done with- content. to fully understand
out proper planning these same sites l Find out if you have an active the status quo of your
and strategies can backfire as well. presence in target markets.
The most important thing for you to
organization’s online
l Rate yourself vis-à-vis your
do before you begin charting out an competitors in the online
presence. ”

SMM strategy, is that you first need environment. Find out what your
to fully understand the status quo of competitors are doing better than
your organization’s online presence. you, and also what you are doing
Here are a few things to consider better.
before you formulate a social media l Check your status on social
marketing strategy: networking sites. Do you have a
presence already that needs to
Analyze your online presence: be optimized? Or, do you need to
start from scratch?
l Use metrics to find out more
about your online presence. You
22

Analyze your position Blog posts must be frequent enough to sustain interest.

Define and analyze your target audience: In case of critical comments, it’s better to respond to them
immediately and fairly. Negative comments need not al-
l Check where your target audience generally interact ways be deleted or removed.
more.
l Check what keywords they are using. If you suspect trolls or deliberate misinformation, one way
l Find out what they need, and where their interests lie. of ensuring more transparency is by creating a Login re-
quirement for posting comments on your blog.
Identify and analyze what you want from your SMM
strategy: Start your journey now!

l Check the enthusiasm and commitment of your top Remember, the beginning may be slow. It takes time to
management and marketing department for having engage your audience and build loyalty. Keep your interac-
a dedicated SMM strategy. In case the commitment tions transparent, fair, and timely.
seems inadequate, discuss and educate till you get a
dedicated and informed agreement. With a continual engagement in diverse social media tolls,
l Assign responsibility to the correct department, you will be soon rewarded with a vibrant, online commu-
whether it is PR, marketing, communications, or other. nity for your organization.
Create a team with well defined goals regarding your
SMM strategy. This may mean creating micro-goals like
number of blog posts per week, time duration set for
responding etc.
l Study the existing sites and find out where you need
to focus your attention the most.
l Create measurable target goals of what you want to
achieve from your SMM strategy.

0 Monitoring your social media strategy

For your SMM strategy to pay you long-term dividends, you
need to make sure you have practices and checks in place
that ensure efficient execution and a quick response.

The following measures will help you ensure responsive-

ness and professional interaction:Monitor your progress
closely

A query, tweet, or a comment requiring clarification on the
Facebook page, blog, or other portals must be replied to
within 24 hours.

Blog posts, tweets must be of high quality and value and/
or knowledge enhancing. The content in your posts should
be good enough to get linked by other sites.

23

SHOWS

13

20

27 29

27 Fort Lauderdale 13 Annapolis 20 Long Beach 29 Hamburg
October 27 - 31 October 13 - 16 October 20 - 23 October 29 - Nov 6

24

SHOWS

Boat Shows
October 2011
Fort Lauderdale
International Boat Show

A wide variety of boats and sea vessels will be on display includ-
ing runabouts, sportfishers, high performance boats, center
consoles, cabin cruisers, flats boats, skiffs, express cruisers, sailing
yachts, motor yachts, bowriders, catamarans, ski boats, jet boats,
trawlers, inflatables, canoes, and extraordinary superyachts.
October 27 - 31, 2011

Annapolis Long Beach

“One of the West Coast’s largest in-
Now in its 40th year, the United
water/outdoor boat shows featuring
States Powerboat Show, October

hundreds of motor yachts, cruisers,
13-16, 2011, attracts over 40,000
attendees. The show, the nation’s old-
sailboats, fishing boats, performance
sportboats, family trailerables, ski
Hamburg
est and largest in-water powerboat Hamburg Fall Boat Show
boats, pontoons, inflatables and per-
exhibition. October 29 - Nov 6, 2011
sonal watercraft.”
October 13 - 16, 2011
October 20 - 23, 2011

25

SOCIAL NETWORKS

Yachting & Social
Common Mistakes
companies Make With
Strategy: Some of the
most common mistakes
companies make with so-
cial media revolve around
Networks Strategy
making decisions that
While it’s useful to get into the details and tactics of social
aren’t consistent with hav-
ing good business sense. media, a solid marketing strategy should work no matter the
Because social media tools medium. The smartest companies will focus on strategy because
are free, some companies in the world of Web 2.0, the tools are constantly changing.
tend to take the wrong ap-
proach: use all tools to see
what sticks. Here are some
of the most common mis-
takes to avoid with social
media strategy:

0 Not developing a
social media strat-
egy
Because social media is the
hottest trend in marketing,
companies assume that all
they have to do is set up a
Twitter account and a Face-
book fan page. This is the
equivalent of pulling ran-
dom magazines out of off
the rack and purchasing full
page color ad in each one,
then throwing together a
quick and dirty PowerPoint
flyer to run. Just like any
other communication me-
dium, social media requires

a well-thought out market-
ing strategy plan.
utmost importance. Furthermore, because they can sell anything. Social media may
0 Perfecting a social it takes time to build social media accounts, seem free, but the hidden time costs to
media strategy every minute you waste by not being there build relationships Social media is not a
Even though a social me- is followers you could be losing. quick way to make more sales; in fact, so-
dia strategy is important, cial media actually adds cycle time to the
don’t wait for the strategy 0 Gathering followers rather sales process. Just like any other process, a
to set up your company’s than building a network company must consider how much of its
accounts. Reserving your There are no shortcuts in social media, and resources to invest.
company’s name on various the bottom line is companies have to build
social media sites is of the relationships with their customers before
26

Every social media user has a very clear idea of what tures pertaining to your business activity.

“ social media means to them, and how they want to
be approached by companies on social media. Most
companies don’t realize that the way they approach
0 Facebook
On Facebook for example, the new graph
API allows to post update statuses about
listings, upload images in albums , post
social media sends its own message to consumers.”
events in calendar.. As well, you can use the
facebook user authentication to login into
0 Putting all eggs in one basket
your site and read or contribute to your
It’s exciting to see extraordinary results on
content. The advantage is that you can at
one form of social media, and tempting to
the same time know more about this per-
invest all your resources into what’s work-
son and propose a subscription to your
ing. Try to resist. With the speed at which
newsletter. When he connects to your site
technology changes, social media is start-
with his facebook’s user id , you will be able
ing to look similar to the fashion cycle: one
then to send messages directly through
day you’re in, the next day you’re out. Tools
the facebook graph API. It will allow you to
fall in and out of fashion all the time
keep this user informed about your com-
– remember Friendster, and more recently,
pany activities automatically through your

MySpace? Companies that build a large eq-
website. It provides an extra level of pos-
uity on one tool will find themselves with
sibilities since you no longer need a user
nothing if the tool loses popularity.
to subscribe to your newsletter. While you
manage your own facebook groups , you
While having a social network presence
can post automatically news to the groups
through Facebook, Twitter and other social
and invite all new friends automatically to
networks proves mandatory nowadays, a
join the groups through the APIs.
new concept tested by our yachting solu-
tions is to benefit from Facebook groups
0 Friends and Followers
and social activity by bringing back “friends
By inviting your “friends and followers” to
and followers“ to the company’s website in
visit and connect to your site using their
order to propose targeted services and fea-
27

SOCIAL NETWORKS

facebook user id , you give
them the possibility to share
information and recom-
mend other users to con-
nect with you.

On the new site www.
yachting.vg, we are cur-
rently experimenting with
several new functionalities
of the Graph API.

Integrating your site more
tighly with external social
networks will allow you to
communicate faster new
information to be given to
followers and groups. You
will be able to provide a
constant flow of informa-
tion and news through
automated tasks. When us-
ers visit your website, your
can control the information on a regular basis for example a new yacht tional tone and respond to other partici-
given to them as well as listing or price reduction offer, you keep the pants in the conversation. Automated ac-
getting their feedback on flow going. counts or accounts that are updated with a
specific polls or through a stream of links do not produce results.
comment system. 0 Common Mistakes Companies
You can inform your Make With Messaging 0 Controlling the message
groups, friends and follow- Every social media user has a very clear Social media is not about controlling a mes-
ers that the newsletters idea of what social media means to them, sage. In fact, the very nature of social media
generated every month is and how they want to be approached by is such that no one person or organization
available on your website. companies on social media. Most com- can control the message. Because social
The important point in panies don’t realize that the way they ap- media is a medium to share information
this social network integra- proach social media sends its own message through a network, companies must re-
tion with your website is to consumers. Here are some of the most alize that once they put the message out

to keep the channels open common mistakes companies make with there, they have no control anymore. Users
and regularly communicate messaging: can choose to edit the message, inject their
to provide new information own opinions into the message, share the
and news. 0 Creating impersonal accounts message, or ignore the message. Further-
Readers will be more Users don’t follow companies; they follow more, companies can’t even control where
likely to visit your site on engaging people who work at companies. the message starts: a user can also create
a regular basis if they get Unless the tool is meant specifically for a message about a company without hav-
weekly news from your site. companies to use (i.e.: Facebook fan pages), ing any affiliation to them. Because of the
This could be fastidious if every account should be an actual person nature of social media, companies that try
you had to do it manually , who has a name and a title that clearly sig- to control the message will have difficulty
but by creating automated nifies him or her as a face of the company. reaping any of the benefits of the medium.
tasks to post automatically This person should write with a conversa-
28

There are so many ways to use social media to communicate draw the line with abusing permission? Un-

“ with the customer, and as social media goes mainstream fortunately, this question is similar to asking
companies are finding new ways every day. All of these
purposes for communication fall into three main
where comedians draw the line with poten-
tially offensive jokes. The truth is that different
users have different levels of tolerance. Just like
functions: public relations and marketing, sales, and a comedian might experiment with messaging
customer services.” based on the feedback he or she is receiving
from the audience, your company must experi-
0 Not controlling the message
ment with the right level of communication, erring on the
While companies should be careful about trying to exer-
side of unobtrusive.
cise too much control over the message, there is also the
opposite end of the spectrum to avoid. Companies often
0 Strategy definition
cite “control over message” as a reason not to participate in
The framework for developing a social media strategy
social media, but the truth is that companies have lost con-
consists of three potential functions: public relations and
trol of the message whether they participate or not. This is
marketing, sales, and customer services. Social media can
because, as mentioned earlier, users can create a message
be used to further goals within just one of these three
and drive the conversation surrounding that message.
functions, two these functions, or a company could use
So how can companies exercise some control over a
social media to satisfy the needs of all three of these func-

message and still reap the benefits of social media (rapid
tions. These three functions feed each other in a cycle, and
diffusion of information through people sharing messages
companies can create a fairly comprehensive social media
with their networks)? The answer is that companies need to
strategy by taking each into consideration.
participate in the conversation. Responding to complaints
and stressing the benefits and what the company does
0 Find your audience
well; these are all ways for companies to control the end-
Very few social media tools will work for every company;
consumer’s perception of its services.
however, if your company is just starting out with social
media, you can find plenty of people by sticking to the big-
0 Abusing permission
gest social media sites. Generally, the strategy for finding an
Abusing permission is a fast way for companies to lose
audience is looking for groups of people with similar inter-
credibility, damage relationships, and generally make a
ests to keywords that make sense for your company.
bad name for themselves in social media. So where do you
29


30

WORLD NEWS

FAIRLINE TARGA 43, 2000, 219.000 €
Located in France

FAIRLINE yacht club
www.fairline-yachtclub.com

Yacht Brokerage
FAIRLINE TARGA 43, 2000, Provence Côte d’Azur France, 219.000 € Bateau en état irre-
prochable , entretenu par professionnels , factures sur demande

Yacht Charter
Specs: LOA:13 metres Beam:3 metres Draft:1 metres - VOLVO 370hp - Diesel
Web id: 31 - Price: 219.000 € Tax Paid

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56

31

SOCIAL MEDIA

Social Media Establishing an efficient

Marketing and “ SOCIAL MEDIA marketing
strategy becomes now
a reality for yacht

Yachting brokerage and yacht
charter companies. When
establishing the company
marketing strategy,
The most costly decision a market- it does not appear anymore as a cost
several key indicators
ing or sales manager will take when effective solution in a long term strat-
implementing a marketing strategy egyh. All third party listings sites rely must be closely watched.

will be to rely entirely on third party on traffic to their sites in order to be As well, deciding the
websites to acquire new contacts and able to charge yacht brokerage and direction of the data
promote the yacht listings. This deci- yacht charter firms. Thus, they will
sion is mostly taken due to the ap- most of the time prevent this traffic
flow between the
parent easy setup and maintenance to leave their site unless it goes to a company and third party
third party listing sites seem to pro- paid advertisement. The data flow of sites can become costly
vide. However, when analyzing care- the listings between the company’s
in terms of advertising
fully the features provided, as well website and the outside world must
as the possibility to create inbound be carefully evaluated. The success in budget without bringing
traffic to the company’s website or establishing a long term approach is long term traffic. ”
expand the reach to social networks, to consider, as the central point, the
32

company’s website. ie the single point of entry for all list- reach potentials clients through all available social medias.
ings should be your website. Then, syndication to third In a long term strategy, all inbound traffic must go back to
party listings websites specializing in the yachting and your site. This way, if you decide to stop listing on a particu-
to social network will take place. This data flow will allow lar third party listings website, most of the traffic will still
you to generate inbound traffic back to your site and not flow to your site through the other channels. On the other
to other sites. You will have the control over the data pro- hand, if you stricly list on third party sites, the day you stop
vided to the external sites. Contacts and leads coming to paying them, you “disappear“ from the internet world...
your site once will most likely come back to your site on
a regular basis. A powerful outbound strategy for the list- 0 Social media is online
ings is to target all available social network and document Social media is something that takes place online. It is a
or images sharing sites. Through APIs, you can automate type of communication that takes place outside of in-per-
the posting of listings information and brochure to a large son meetings, phone calls, or foot traffic. That means social
array of sites which are not used by third party listings media is location-independent, which makes it a valuable
websites to avoid loosing traffic.Nowadays, you can maxi- part of any company’s business strategy.
mize your exposure on social networks relatively easily by
selecting a yachting solution already integrating the APIs 0 Social media is user-generated
to post automatically. Content used to be something that very few people cre-
ated. Reporters, TV anchors, movie directors, authors, radio
0 Social networks integration DJs, and magazine editors created content, and everyone
else consumed it. Now, everyone is a publisher, and the
Furthermore, third party listings websites will not have any people who use the content are also the ones who create
incentives to integrate your listings with social networks it.
or other sites in order to keep the traffic on their site. You
must put in place a well tought-out strategy which will syn- 0 Social media is highly accessible and scal-
dicate listings to generic listings sites. (Olx, Oddle, Vast...), able
third party listings sites specializing in yachting through Social media is highly accessible and scalable to the public,
the openmarine.org initiative for example: It allows you to which means that social media has lots of users and offers
generate a standard xml feed and post it to several sites plenty of opportunity for companies. Because social media
through a subscription. Then, post the listings to your face- is easy to access, the tools for social media are easy and
book and twitter account. intuitive enough for the common person to use. Even if
you don’t use social media now, there’s no reason not to
0 XML feeds jump in!

We went further in the integration of our yachting solu-
tions with a large array of APIs. Clients using our yachting

solutions have their listings posted automatically to Flickr,
Picasa, Wordpress, Blogger, Olx, Oddle, Vast, Openmarine.
Then, PDF brochures generated are posted to Issuu, Scribd,
Slideshare, Docstoc expanding the reach and search en-
gines indexing. And a new service launched this month is
through the magazines listing all the yachts from our cli-
ents and generated in 3 versions: print on demand version,
electronic version and ipad version. The goal in creating
your marketing strategy is not to get linked to a single third
party listings website where they will dictate their market-
ing strategy to you and make it very difficult for you to
33

FAIRLINE YACHT CLUB

Index
EDITOR’S LETTER

MOTOR YACHTS BROKERAGE
FAIRLINE 26 SUN FURY, 1986, 19.900 € 27
FAIRLINE FAIRLINE SPORTFURY, 1988, 16.800 € 28
FAIRLINE FAIRLINE TARGA 34, 2003, 175.000 € 29
FAIRLINE PHANTOM 40, 2008, £285,000 32
FAIRLINE PHANTOM 41, 1992, 159.500 € 33
FAIRLINE PHANTOM 50, 2004, £365,000 34
FAIRLINE PHANTOM 50, 1988, 150.000 € 35
FAIRLINE TARGA 29, 1998, £59,950 36
FAIRLINE TARGA 40, 2006, 240.000 € 37
FAIRLINE TARGA 40 , 2005, 195.000 € 38
FAIRLINE TARGA 44, 2008, £395,000 39
FAIRLINE TARGA 48, 1997, 190.000 € 40
FAIRLINE TARGA 52, 2005, 445.000 € 41
FAIRLINE TARGA 52, 2004, £264,995 42

34

BROKERAGE

F A I R L I N E 26 S U N F U R Y , 1 9 8 6 , 1 9 . 9 0 0 €
Fréjus, PR, France
FAIRLINE FAIRLINE 26 SUN FURY, 1986, France, 19.900 € bateau en excellent état, très bien entretenu par
son propriétaire ,vaigrage entièrement refait, moteur tribord changer seulement 110h et moteur bâbord
entièrement révisé 560h, a voir, affaire a saisir !!!!!Possibilité de place de Port - Specs: LOA:8 metres Beam:3
metres - VOLVO 151hp - Gas

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56
35

BROKERAGE

F A I R L I N E S P O R T F U R Y , 1988, 16.800 €
Fréjus, PR, France
FAIRLINE FAIRLINE SPORTFURY, 1988, Provence Côte d'Azur France, 16.800 € 2 moteurs remplaces en mai
2010, completement revises - Specs: LOA:8 metres Beam:3 metres - VOLVO 126hp - Gas

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56
36

BROKERAGE

F A I R L I N E T A R G A 3 4 , 2 0 0 3 , 1 7 5 . 0 0 0 €
Fréjus, PR, France
FAIRLINE FAIRLINE TARGA 34, 2003, Provence Côte d'Azur France, 175.000 € Trés beau fairline ,trés bien
équipé et en excellent état. - Specs: LOA:10 metres Beam:3 metres - VOLVO 285hp - Diesel

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56
37

BROKERAGE

F A I R L I N E T A R G A 3 4 , 1 9 9 2 , 7 9 . 9 0 0 €
Fréjus, PR, France
FAIRLINE FAIRLINE TARGA 34, 1992, Provence Côte d'Azur France, 79.900 € - Specs: LOA:10 metres Beam:3
metres - VOLVO 230hp - Diesel

Nautic Avenue
Eric CHAPPUIS
France (+33) ((0)9) 54 22 80 56
38

BROKERAGE

F A I R L I N E T A R G A 4 3 , 2 0 0 0 , 2 1 9 . 0 0 0 €
Fréjus, PR, France
FAIRLINE FAIRLINE TARGA 43, 2000, Provence Côte d'Azur France, 219.000 € Bateau en état irreprochable ,
entretenu par professionnels , factures sur demande - Specs: LOA:13 metres Beam:3 metres Draft:1 metres
- VOLVO 370hp - Diesel

Nautic Avenue
Cedric DIBIANCA
France (+33) ((0)9) 54 22 80 56
39

BROKERAGE

FAIRLINE PHANTOM 40, 2008, £285,000
Poole, DOR, United Kingdom
FAIRLINE PHANTOM 40, 2008, Marbella, Spain, £285,000 Fairline Phantom 40 (2008 model) with twin diesel
engines. Superbly maintained example, fully loaded and highly recommended, comfortable accommoda-
tion for 4 guests. Spacious flybridge and cockpit areas for entertaining. Ideal opportunity. - Specs: LOA:12
metres Beam:3 metres - VOLVO 370hp - Diesel
Web id: 15 - Price: £285,000 Tax Not Paid

Carine Yachts
Andrew Noble
United Kingdom (+44) (01202) 901-721
40

BROKERAGE

F A I R L I N E P H A N T O M 4 1 , 1 9 9 2 , 1 5 9 . 5 0 0 €
Fréjus, PR, France
FAIRLINE PHANTOM 41, 1992, Provence Côte d'Azur France, 159.500 € BATEAU VENDU AVEC OU SANS
PLACE DE PORT - Specs: LOA:12 metres Beam:4 metres Draft:1 metres - CATERPILLAR 425hp - Diesel

Nautic Avenue
Eric CHAPPUIS
France (+33) ((0)9) 54 22 80 56
41

Fairline Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue

Fairline Yacht Club magazine - Yacht Brokerage Yacht Charter - October 2011 issue

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