Longitude 64 magazine presents Luxury Yacht for Brokerage and Charter. As well, it includes articles about social media marketing strategies applied to the yachting. October 2011 issue Luxury yachts brokerage and charter worldwide. Editor The Yachting Network - Olivier Baelde

1. YACHT BROKERAGE YACHT CHARTER DOCKS & SLIPS
LATEST YACHT LISTINGS NEW LUXURY YACHTS LISTINGS MARKETING YOUR INVENTORY
LONGITUDE64 www.longitude64.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
marketing mix
Yacht
brokerage
BOAT SHOWS
Fall Boat Shows
e Calendar
listings
ag
r
ke
Yacht Bro
FOCUS Marketing for the yachting industry 1.99£

2. M o s t a d v a n c e d m a r k e t i n g
LONgITUDE64

3. 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

4. contents
LONGITUDE64
EDITOR’S LETTER
8 EDITOR LETTER
Welcome to the
Longitude64 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
26 SOCIAL MEDIA MARKETING
Establishing an efficient social media
marketing strategy becomes now a
reality for yacht brokerage and yacht
charter companies.
32 BOAT SHOWS CALENDAR
Boat show events taking place
in october 2011
38 YACHT BROKERAGE LISTINGS
Yacht brokerage listings for the
month of october 2011
presented by brokerage
companies using our
yacht brokerage solution Yacht
360 YACHT CHARTER LISTINGS
Yacht Charter listings for the
Brokerage
month of september 2011
presented by charter companies
using our yacht charter solution
and Charter
Marketing
FEATURES 24
384 YACHT CHARTER MARKETING
Inbound marketing strategy for
luxury charter yachts
LONGITUDE64 • ISSUE OCTOBER 2011
386 YACHT BROKERAGE SOLUTION
Presentation of the yacht broker
age solution for joomla. Features
and advantages
393 Find Prospects
Using social media to find
prospects.
04

5. 397 Online PR
Understanding online PR and how
to use it to create brand awareness
400 YACHT CHARTER SOLUTIION
Presentation of the yacht charter
solution for joomla. Features and
advantages
404 DOCKS & SLIPS SOLUTION
Presentation of the docks & slips
solution for joomla. Features and
advantages
414 YACHT DESIGN NEWS
Yacht design news for
408 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 .

6. 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

7. Social Media Marketing
Social Networks Integration
Superyachts Marketing
Dedicated Superyachts
Reservation Sites
Yacht Brokerage Solutions
Yacht Charter Solutions
Corporate Magazines
Creation

8. EDITOR’S LETTER
OLIVIER BAELDE
by
Editor
LONGITUDE64
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. advertising@yachting.vg
age , yacht charter
companies and real The Yachting Network plat- SALES MGR
estate agencies form coupled to our yacht- Ian Foster
ing solutions provide an sales@yachting.vg
specializing in the exclusive set of features
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 SUBSCRIPTIONS MGR
form using the latest tech-
provide advanced features Danielle Chiocci
nologies in terms of web
not available in third party subscriptions@yachting.vg
design, database architec-
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- BUSINESS DEVELOPMENT
lows the brokerage and
uled for december 2011. It MGR
charter companies using
will add even more reach Glen Coburn
our yachting solutions to
to our solutions. bus_dev@yachting.vg
gain maximum exposure
on a worldwide basis with
Join us
a minimum of efforts on
their side.
Olivier Baelde
LONGITUDE64A • ISSUE OCTOBER 2011
Publisher, Editor
Then, our montlhy maga-
London,
zines generated through
United Kingdom All correspondence should
an InDesign CS5 workflow
integration allows to gen- be addressed to
erate on a monthly basis Latitude 26
magazines for every sites 88-90 Hatton Garden
composing The Yachting suite 36
Network. London, EC1N 8PN
United Kingdom
8

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Crans Montana, VS, 3963, Switzerland - Telephone: +41 (0)27 483 1220
Skype: longitude64 - www.longitude64.ch - email:sales@longitude64.ch

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11. CUSTOM LINE
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sales@carineyachts.com w w w. c a r i n e y a c h t s . c o m

12. SOCIAL MEDIA
5 digital marketing
commandments for Just like the luxury
luxury brands “ products and services
themselves, the quality of
luxury digital marketing
Lately people are talking about luxury democratic media in the world. relies on ideation and
brands and digital marketing. “Is Digi- execution. A dress is not
tal Killing the Luxury Brand?” Invari- 0 You shall democratize but inherently luxurious;
ably, these discussions evaluate the not downgrade
the difference lies in its
LONGITUDE64A • ISSUE OCTOBER 2011
dangers of leveraging a wholly demo-
cratic platform in order to promote Luxury brands obsess over losing ex- design and high-quality
a wholly exclusive industry. But, as clusivity in the digital space, but this manufacture. The same is
usual, the discussion misses the point. concern puts the cart in front of the
true of digital marketing
horse. A luxury brand generates ex-
The question is not if luxury brands clusivity by cultivating a block of con- media. ”
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
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

13. 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.
LONGITUDE64 • ISSUE OCTOBER 2011
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

14. SOCIAL MEDIA
For instance, they digitize a traditional strategy.
Having a marketing
TV spot by compressing and upload-
ing to YouTube, or they post a print ad
to Facebook.
This blanket strategy weakens the
“There is a sense of urgency asso-
ciated with digital platforms,” , but
luxury brands must be careful not to
embrace a platform just because it’s
“ strategy is good, but
having a marketing
strategy that works
perception of luxury brands. Just as hot. Only those platforms that spring is great! Using social
one wouldn’t put a 30-second static directly from a core brand ideal or media requires a careful
print ad on TV, so should one avoid customer need can succeed without thought process,
stealing traditional media by hawking diluting the brand itself.
it in the digital space.
strategic planning and
Having a marketing strategy is good, flawless execution. ”
Luxury digital media requires a devel- but having a marketing strategy that
opment, production and deployment works is great! Using social media re-
LONGITUDE64A • ISSUE OCTOBER 2011
strategy specific to its digital chan- quires a careful thought process, stra-
nels. Nothing less will do. tegic planning and flawless execution.
0 You shall not covet the 0 Observe and analyze your
neighbour’s media channels marketing strategy
Just because one luxury brand is suc- Very often, businesses jump on to
cessfully utilizing a particular digital Facebook and Twitter without even
approach does not mean another analyzing what they need out of these
luxury brand should follow the same social networks. They claim that since
14

15. their competitors are using social media so they have no Evaluating social media ROI is easier said than done. There’s
other choice but to adopt social media. Sooner than later, no single criteria based on which you can determine the
such businesses are caught off-guard and their social me- success/ failure of your social media strategy.
dia ambitions reach a tame end.
0 Refine your marketing strategy
It is important for businesses to analyze how social me-
dia can help them. They need to observe how people use The real beauty of social media lies in its dynamism. Social
social media and how their competitors are leveraging it. media is changing all the time. For example, if you logged
Analyze your business needs and how various social net- in to your business’ Facebook profile, after a long gap, you
works like Facebook, Twitter, LinkedIn and others can fulfill would have realized that it’s now a Fan Page. Therefore, it’s
these needs. important to continuously refine your social media strat-
egy and adopt a flexible approach with the changing social
0 What’s your social marketing strategy’s media scenario.
action plan?
Does your business have a social media strategy that
Once you’ve determined what you want out of social me- works? If so, what are the most important criteria for devel-
dia, the next important question is how you get it. Busi- oping such a marketing strategy? How does your business
nesses need to come up with an action plan with realistic measure its social media ROI? Do you think it is difficult to
targets and feasible time/ cost estimates. If your action track the business value of social media?
plan takes forever to achieve or if it requires you to invest a
fortune, there’s a strong case to revisit your action plan. In All good questions which need to be asked on a regular
such cases, it’s best to start with concrete short-term goals basis.
such as I want to have 2,000 Facebook Friends in the first 3
months or I want to close 5 deals with my Twitter followers
this month etc.
0 Execute your marketing strategy
A marketing strategy is only as good as those who see it
through. Once you have a social media marketing strategy
in place, it’s important to focus on getting the execution
right. Very often, businesses need to take a call on whether
they can execute their social media strategy themselves or
do they need to hire specialist social media experts? When
in doubt, seek help from an expert.
0 Evaluate your marketing strategy
LONGITUDE64 • ISSUE OCTOBER 2011
Most business follow a simple rule when it comes to adopt-
ing new technologies or paradigms – If it boosts my busi-
ness’ ROI, it’s worth the investment. Social Media is no ex-
ception to this rule. Unless, businesses see value addition
from social media, they are not going to take the plunge.
Therefore, it’s important for businesses to evaluate the im-
pact of their social media efforts.
15

16. 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.
LONGITUDE64A • ISSUE OCTOBER 2011
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

17. 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.
LONGITUDE64 • ISSUE OCTOBER 2011
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

18. MAISHA 2008 - 10.500.000 €
COBRA
Built by Cobra Shipyard and designed by AVA Yacht Design and Scaro Design, MAISHA was
launched at the end of June, 2008 in Bodrum, Turkey, on the shores of the Aegean Sea. Boat
building has existed since the beginning of times and has never ceased, producing and spread-
ing new boats further west and propagating its maritime tradition and culture as far as the
western shores of Europe. In Bodrum, one can still smell freshly cut wood and hear the sounds of
traditional marine carpentry - Specs: LOA:38 metres Beam:9 metres Draft:2 feet - MAN 800hp
- Diesel - Web id: 4 - P rice: 10.500.000 € Tax Not Paid
www.yachtshowroom.com
14 quai Papacino, 06300 Nice, France
Telephone: +33 489 039 464
Fax: +33 492 004 959

19. 75 VENERE - 1.990.000 €
RIVA
The Riva 75 Venere provides luxury accommodation for up to 8 guests in 4 cabins, plus 3
crew in an additional 2 cabins. This Riva 75 Venere is a well-equipped and well maintained
example. The stunning model benefits from an extensive interior refit and hull painting in
2008. She is in private ownership, has never been chartered and has only been used June-
August 2008 and for 5 weeks during summer 2009.
www.yachtshowroom.com
14 quai Papacino, 06300 Nice, France
Telephone: +33 489 039 464
Fax: +33 492 004 959

20. 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
LONGITUDE64A • ISSUE OCTOBER 2011
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

21. 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
LONGITUDE64 • ISSUE OCTOBER 2011
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

22. LONGITUDE 64
0 Points to consider before
formulating a social media
marketing strategy
The sites mentioned above are very
useful and can change the path of
your organization towards tremen-
dous success. However, if done with-
out proper planning these same sites
and strategies can backfire as well.
The most important thing for you to
do before you begin charting out an
SMM strategy, is that you first need
to fully understand the status quo of
l Find out if you have an active l Check where your target
your organization’s online presence.
presence in target markets. audience generally interact more.
Here are a few things to consider
l Rate yourself vis-à-vis your l Check what keywords they are
before you formulate a social media
competitors in the online using.
marketing strategy:
environment. Find out what your l Find out what they need, and
competitors are doing better than where their interests lie.
Analyze your online presence:
you, and also what you are doing
better. Identify and analyze what you
l Use metrics to find out more
l Check your status on social want from your SMM strategy:
LONGITUDE64A • ISSUE OCTOBER 2011
about your online presence. You
networking sites. Do you have a
need to ask questions like: What
presence already that needs to l Check the enthusiasm and
is the total count of visitors on my
be optimized? Or, do you need to commitment of your top
site? Where do they come from?
start from scratch? management and marketing
How many of them are directed
department for having a
by search engines?
Analyze your position dedicated SMM strategy. In
l Find out how often your website
case the commitment seems
gets linked by other sites.
Define and analyze your target au- inadequate, discuss and educate
l Check how often you post fresh
dience: till you get a dedicated and
content.
informed agreement.
22

23. l Assign responsibility to the following measures will help you en- by other sites.
correct department, whether it is sure responsiveness and professional
PR, marketing, communications, interaction:Monitor your progress Blog posts must be frequent enough
or other. Create a team to sustain interest.
with well defined goals The Yachting Network has local web-
regarding your SMM In case of critical comments,
sites in all european countries. The
strategy. This may mean it’s better to respond to them
creating micro-goals like print version of our magazine brings immediately and fairly. Nega-
number of blog posts per additional readers and visibility to our tive comments need not al-
week, time duration set clients. Complete integration in social ways be deleted or removed.
for responding etc.
l Study the existing sites
networks maximizes the exposure of If you suspect trolls or deliber-
and find out where yacht listings. Soon to be released, ate misinformation, one way of
you need to focus your mobile apps will close the circle of a ensuring more transparency
attention the most. is by creating a Login require-
360 inbound marketing strategy.
l Create measurable ment for posting comments
target goals of what you on your blog.
want to achieve from your SMM closely
strategy. Start your journey now!
LONGITUDE64 • ISSUE OCTOBER 2011
A query, tweet, or a comment re-
0 Monitoring your social quiring clarification on the Facebook Remember, the beginning may be
media strategy page, blog, or other portals must be slow. It takes time to engage your au-
replied to within 24 hours. dience and build loyalty. Keep your
For your SMM strategy to pay you interactions transparent, fair, and
long-term dividends, you need to Blog posts, tweets must be of high timely. With a continual engagement
make sure you have practices and quality and value and/or knowledge in diverse social media tolls, you will
checks in place that ensure efficient enhancing. The content in your posts be soon rewarded with a vibrant, on-
execution and a quick response. The should be good enough to get linked line community for your organization.
23

24. FAIRLINE Targa 52, 2005, £395,000 €
Located in Mallorca
This Fairline Targa 52 has been superbly maintained and is offered in excellent order. The boat has a full Mediterra-
nean specification including air conditioning, Raymarine navigation equipment and all the other extras that you would
expect from a boat of this calibre.
UK Office
Contact: Mark Davies
Tel: +44 (0)1242 250 000
Fax: +44 (0)1242 500 253
Mobile: 07703 336 634

25. FAIRLINE Targa 52, 2005, £395,000
Located in Mallorca
This Fairline Targa 52 is ready to go and located in Mallorca.
Mallorca Office
Contact: Amanda Pollett
Tel: 34 687 070 252
Fax: +44 (0)1242 500 253
Mobile: +34 607 499 342

26. 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.
LONGITUDE64A • ISSUE OCTOBER 2011
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

27. 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
LONGITUDE64 • ISSUE OCTOBER 2011
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

28. 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
LONGITUDE64A • ISSUE OCTOBER 2011
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

29. 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
LONGITUDE64 • ISSUE OCTOBER 2011
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. Neoyachting Charter
Cannes Festival
Formula One Grand Prix
MIP
For Charter: AZIMUT 103 S
Location: Côte d’Azur
www.neoyachting.com
14 quai Papacino, 06300 Nice, France
Telephone: +33 489 039 464
Fax: +33 492 004 959

31. Neoyachting Charter
Golf Weekends
Corporate events
Sales Incentives
For Charter: AZIMUT 103 S
Location: Côte d’Azur
www.neoyachting.com
14 quai Papacino, 06300 Nice, France
Telephone: +33 489 039 464
Fax: +33 492 004 959

32. SHOWS
13
20
27 29
LONGITUDE64A • ISSUE OCTOBER 2011
27 Fort Lauderdale 13 Annapolis 20 Long Beach 29 Hamburg
October 27 - 31 October 13 - 16 October 20 - 23 October 29 - Nov 6
32

33. 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
LONGITUDE64 • ISSUE OCTOBER 2011
boats, pontoons, inflatables and per-
exhibition.
sonal watercraft.” Hamburg Fall Boat Show
October 13 - 16, 2011
October 20 - 23, 2011 October 29 - Nov 6, 2011
33

34. LONGITUDE64A • ISSUE OCTOBER 2011
34

35. WORLD NEWS
azimut yacht club
www.azimut-yachtclub.com
Yacht Brokerage
Yacht Charter
LONGITUDE64 • ISSUE OCTOBER 2011
35

36. 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
LONGITUDE64A • ISSUE OCTOBER 2011
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
36

37. 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,
LONGITUDE64 • ISSUE OCTOBER 2011
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
37

38. Index
LONGITUDE64
EDITOR’S LETTER
MOTOR YACHTS BROKERAGE
CONTENTS ARCOA ARCOA 1060, 1969, 67.000 € 78
350 COMMANDO, 2005, £110,000 33 ASTONDOA 54, 2003, £450,000 79
GTILE -RFI, 2005, £3,495 34 AZIMUT 68 S, 2005, 830.000 € 80
16, 1993, £5,495 35 AZIMUT AZIMUT 105, 2008, 5.000.000 € 81
2052, 2010, £32,189 36 AZIMUT AZIMUT 46, 1997, 199.000 € 82
2152 WALkAROUND, 2009, 57.370 € 37 AZIMUT AZIMUT 55 E, 2008, 790.000 € 83
24 SX, 2006, £17,995 38 AZIMUT AZIMUT 68E, 2008, 1.490.000 € 84
27 METRE, 1939, 1.200.000 € 39 AZIMUT AZIMUT 68S, 2007, 1.200.000 € 85
2965, 2010, £107,000 40 AZIMUT LEONARDO 98 E, 2007, 4.400.000 € 86
310 MONACO, 2000, 69.950 € 41 AZIMUT / BENETTI 46, 2003, 295.000 € 87
33, 1991, £58,500 42 BAHA 330 CONqUISTARE, 1999, 99.500 € 88
43 RS, 2003, £154,950 43 BAJA BOATS BAJA 275 FORCE, 1989, 15.900 € 89
45, 2007, 299.000 € 44 BAYLINER 2052 CApRI, 2003, £12,995 90
590, 2005, £15,000 45 BAYLINER 2655 CIERA, 2000, £26,750 91
620, 2004, £14,995 46 BAYLINER BAYLINER 2855 CIERRA, 1994, 34.900 € 92
620, 2000, £9,995 47 BAYLINER 3288 MOTOR YACHT, 1990, 65.000 € 93
68 S, 2006, 1.750.000 € 48 BAYLINER CIERRA 2655, 1997, 29.100 € 94
7.6 METRE, 2001, £12,995 49 BAYLINER TROpHY, 1998, £11,995 95
72 OpEN, 2006, £695,000 50 BENETEAU ANTARES 1020, 1989, 59.000 € 96
8.1 Mk1 RIB, 1998, £30,000 51 BENETEAU ANTARES 11.20 FLY, 1987, 115.000 € 97
975, 1991, 40.000 € 52 BENETEAU ANTARES 640, 1990, 17.900 € 98
ALLANTE 705I BOWRIDER, 2011, 60.761 € 53 BENETEAU ANTARES 800, 1987, 29.900 € 99
ALLANTE 825I MID CABIN, 2010, 90.148 € 54 BENETEAU ANTARES SERIE 9, 2009, 89.000 € 100
BLUEWATER 2050, 2003, £15,995 55 BENETEAU ANTARES SERIE 9, 2001, 84.000 € 101
CApRERRA 47, 2010, 299.995 € 56 BENETEAU FLYER 750 WA, 35.000 € 102
CHASE 700I, 2011, 71.938 € 57 BENETEAU FLYER 10, 1989, 50.000 € 103
CHASE 800, 2011, 87.000 € 58 BENETEAU FLYER 7, 1988, 19.900 € 104
ERM-8 ATLANTA, 2006, 35.000 € 59 BENETEAU FLYER 701, 2004, 45.000 € 105
EXpLORER 622I SD, 2011, 50.668 € 60 BENETEAU MERRY FISHER 695, 2005, 53.000 € 106
EXpLORER 682I, 2011, 64.824 € 61 BENETEAU MERRY FISHER 750 CR, 1998, 44.900 € 107
EXpLORER 822 O/B, 2010, 78.656 € 62 BENETEAU MONTE CARLO 37, 2008, 179.000 € 108
FLYBRIDGE 64, 2005, £575,000 63 BENETEAU OMBRINE 900, 1999, 54.800 € 109
LOBSTER Nk33, 2010, 165.000 € 64 BIRCHWOOD SD 34, 1990, 55.000 € 110
pL860/BS, 2002, 49.500 € 65 BIRCHWOOD TS 37 , 1991, 128.000 € 111
SpEEDSTER, 1999, £6,999 66 BOSTON WHALER SUpERSpORT, 1985, £3,495 112
SUpERYACHT 70, 2007, £1,350,000 67 CAMMENGA DE VRIES, 1978, 1.450.000 € 113
LONGITUDE64A • ISSUE OCTOBER 2011
ABSOLUTE 41, 2008, 357.900 € 68 C. DELL ARNO LEOpARD 27, 2000, 1.150.000 € 114
ACM ACM DYNASTY 43, 1999, 199.500 € 69 CARVER CARVER 32, 1992, 54.900 € 115
ACM ACM HERITAGE 26, 2000, 55.000 € 70 CARVER CARVER 38, 2007, 219.000 € 116
ADMIRAL ADMIRAL YACHT 12, 1998, 165.000 € 71 CHRIS CRAFT CROWNE 272, 1992, 35.950 € 117
AIRON MARINE AIRON MARINE 401, 2003, 240.000 € 72 CIGARETTE 42 TIGER, 2000, 165.000 € 118
AIRON MARINE 425 IpS, 2005, 345.000 € 73 CIGARETTE GLADIATOR 36, 2003, 159.950 € 119
AMERGLASS AMERGLASS 32, 1976, 25.900 € 74 COBALT 252, 2007, £59,950 120
AMERICAN GRAND BANkS 42, 1973, 159.000 € 75 COBRA MAISHA, 2008, 10.500.000 € 121
ApREAMARE SEMI CABINE , 2002, 129.900 € 76 CODECASA 25M, 1982, 625.000 € 122
ARCHAMBAULT 55 HT, 2008, 550.000 € 77 CORONET CORONET 32, 1974, 49.000 € 123
38