Social Media in the Marine Industry
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This document discusses how social media can be used in the marine industry to increase brand awareness, drive traffic to websites, and impact sales both financially and non-financially. It provides examples of how companies in other industries have successfully used platforms like Facebook, Twitter, YouTube and LinkedIn to connect with customers, get positive reviews and recommendations, and see increases in website visits, new customers, and purchases. The document then offers suggestions on specific ways marine businesses can leverage social media including setting up alerts, gathering testimonials, sharing industry news and advice, building an online community, and creating professional video content.
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Social Media in the Marine Industry
- 1. Social Media in the Marine Industry
- 2. Australian Community Manager for Tibbr – Social media for the enterprise Co-founder of Evelops – Web development agency BarCamp Organiser & Speaker – Free Sydney tech conference
- 3. Social media is people talking online
- 4. StumbleUpon
- 5. 100,000+ Australians joined last month
- 6. 14% of people trust advertisements 78% of people trust consumer recommendations
- 8. Non-Financial Impacts Email Signups / Open Rates Website Visitors Facebook Likes Word Of Mouth Positive Press Link Click-Through Rates Reputation Brand Awareness Blog Comments Retweets Youtube Views Twitter Followers
- 9. Financial Impacts Walk-Ins Phone Enquiries Referrals Triggering Purchasing Decisions
- 10. Wealth Managers Industry Perspectives Bakeries Fresh Bread Food Trucks Today’s Location Fitness Trainers Personal Bests
- 11. 5,476,528 likes
- 12. Campaign: Free coffee samples for bloggers Results: 1,500+ participating blogs Coverage in print media 2 awards
- 13. “Just booked Northern Lights yesterday for 9 nights, only 4 days after posting her availability in New England on my FaceBook wall.” Shannon Webster
- 15. 70% of high net worth individuals use social media LinkedIn usage is strongly related to income Everyone has internet on their mobile
- 16. The most popular social network for over 50s One million users in Australia 40% of them earn over $100,000 / year
- 17. 58% of Twitter accounts are used for business 44% of Twitter users have recommended a product
- 19. Over 2 billion videos watched every day The 2nd biggest social network in Australia
- 21. 11% of all Australian website visits come from Facebook links
- 22. Building A Community Difficulty: Hard
- 23. Organise Your Own Events Boat Shows Competitions Races / Crewing Harbourside Food Blogging Extreme Boating Secret Harbour Spots Anecdotes Photos Cool Videos
- 26. The future is already here It’s just not widely distributed yet
- 27. What Can I Do? 1. Setup Google Alerts for your business 2. Use LinkedIn for customer recommendations 3. Use Twitter for potential buyers, advice and news 4. Use Facebook account to build a sailing community 5. Invest in professional videos for YouTube
- 28. Questions?
Notas del editor
- Rough notes are included here. @davidsoul
- “Who is this guy?”
- Social media win control back 3 results when they google your nameGoal is not to follow, Just to show
- Over 10 million Aussies on FacebookMedia fragmenting. Not just magazines and boat shows Access growing Small buyer poolMostly 2nd handComing from online boatpoint, email db and showsIn the US, Pepsi has run SuperBowl ad campaigns for the last 23 years. They recently dropped this in favour of investing $20m in social mediaBest Buy put 2,500 employees on Twitter as a help force. They purchased TV ads to support their Twitter campaign.Print has been noticeably droppingOne more point of contact
- Over 10 million usersThe average visit is nearly half an hour http://weblogs.hitwise.com/alan-long/2010/10/12_things_you_need_to_know_abo.html
- Social media gives power to individuals. People trust people. But it’s also great for small businesses, because they act like people too.Half of US businesses use social mediaOver 70% small businesses use Facebook to promote their business (MerchantCircle 2011)
- 1. Shopping2. Social, Non-Commercial Accounts1 in 8 couples who got married in the US last year met online
- Starbucks used social media to ask for customer feedback. They got over 50k ideasEven if none of those ideas get implemented, it helps users to interact with the brand
- By the end of 2009,Dell attributed $6.5 million in additional revenue directly to Twitter
- How do small businesses use social media?3 example uses of social media. A large luxury brand, a small business, and a luxury yacht broker.
- A Luxury brand example:Not all can afford the productBut they really build the brandGet value even from those who can never buy
- Small business case studyJoffreys CoffeeProduce their own line of coffeeAbout 10 employeesFree samples, never required coverageWhat can you do for sailing? Easy to promote sailing more widely
- Direct results from Facebook postsFlorida-based Shannon Webster Yacht ChartersThe Northern Lights has a top weekly base rate of $90,000NSW Maritime industry 1,400 Twitter followers
- ForumsCruisers forumSeabreeze.com.au 5000 postsSydneyFishFinder 7000 posts almost entirely on boats
- Boatsonsale.com.au is a major point of controlWealth management industry. Almost 20% of affluent consumers are interested in communicating with their bank through social mediaBarclay’s
- LinkedIn is for professional networkingA new member joins every second.1/3 of them are over 50Almost 40% earn over $100k per yearOver 40% of users who have used LinkedIn for marketing have generated business from itRecommendations are key here. Ask for them to go up here. Put them on your website with a link.Even in a close-knit community, it helps potential employees to research you.
- Twitter is not there to be subscribed to, expect only a small number of boaters to have an account.Users share widely, pages are easy to find, have one to stumble across.Twitter is personal and real-time.You can reach people talking about sailing and boatingSetup a search for boating discussion and follow boating enthusiasts, it’s free
- Tweetdeck3 times a week
- Some watch videos, do you generate demand or do you try to fulfil it. Teaser vs brochure.Create a video of your office and marina. Get people excited enough to want to drive out.Upload recordings of presentations you’ve given, to demonstrate authority and public speaking skills.Share slides from presentations that weren’t recorded.Create short videos of valuable tips of interest to your clients and prospects to show off your expertise.Conduct an interview with an expert.Turn your podcasts into videos, to expand your reach.People want to do their research online, why not let themBecome a boating expert.Big Apple Pet Supply produces a video about all their big products, they have 2,500 Twitter followers, 11,000 facebook fans, 300-400% increased in sales of products with videosThey sell blenders online? Will it Blend guys, produce a video of them blending an iphone, any new tech gadget.
- Vi sail has hundreds of views on their videos.Versail show off new boats in YouTube videos and get people calling about their videosLife as a boat owner, a how-to for maintenance, a
- 11% of all Australian website visits come from Facebook2nd largest referrer of traffic behind GoogleClose the 2-5 year loop between this boat and next. Don’t rely on email. If they like Facebook page, when they shop, they’ll come back to website.How often? Whenever you have something that a non-buyer would find interesting. Twice a week is fine.
- This is the greatest, most difficult opportunity. People are not there to buy.Advertising in infamously low click-throughs on FacebookTwitter and facebook are not communities by defaultCommunities talk to each otherMarinas are a social hub. If someone doesn’t want to opt in to your email campaign, or unsubscribes, point them to your Facebook page. Give people choices, avoid losing them.
- What to write about?Post a photo of the coffee at the marina
- Harbour check-ins on Facebook
- Don’t miss these opportunities because when the market is mature entry will be harderBoatPoint or anyone who owns the purchasing process can decide who gets the leadsDon’t be like the music industry giving up control to iTunesKeep your own channels open, your website, twitter, facebookCourt bloggers, start your own updates, ask buyers what they like
- I quite like this quote by William GibsonSums up the opportunitiesWho owns the boating community online? No one
- Suggestions, I hope I’ve given you a lot to think aboutIn order of difficulty and time
- www.bia.org.au@davidsoul