Jamie Edmiston “Understanding these shifts in clients’ expectations was key to Edmiston’s continued success and their ability to adapt to changing tides. The likes of Instagram and other digital channels also had a huge impact on the size of their potential audience and how the message of their brand was shared.” thegentlemansjournal
Observations I found that not all brokerage firms are taking advantage of the main social media platforms. Some firms have a presence in many of them. But few are fully taking advantage of what they offer. I didn’t find a brokerage firm that would show the luxury lifestyle of the yacht world. I found only one video on YouTube that included what happens before you get on a chartered yacht. From the hotel before they board, to the yacht, giving the experience more of a story. Also, I haven’t seen any broker pages that cover where to eat, stay or the culture of each destination. Some agencies touch on the locations in a very general way but none go deep. #Edmistonstyle As we spoke all companies are covering the yachts, mainly their exterior and some show the interiors. Few share the activities you can do on board. The ones that do cover activities focused on the water toys. Rarely you see the attention you can receive from the crew, the chefs skills, the crews greeting, or the level of detail many charters get into to please guests. On that note, I love the planet nine video on YouTube, it’s just missing keywords so other people can find it on their browsers.
Social Media
Fastest growing Social Media platform
Edmiston 64k Northrop & Johnson - 34k charter (good) Merle Wood -23videos -16 subscribers Burgess - 50k (only boats) Y.CO - 48k (only boats) Worth Avenue Yachts - 4K Camper and Nicholsons – 42.7K Fraser Yachts – 25.4k Moran Yacht & Ship – 7K YachtZoo - 1k Bluewater- 2k (bad Feadship -53k
People’s new preference videos over text and photos
Edmiston 105 Northrop & Johnson – 1k ( 1 good video) Merle Wood -23videos -16 subscribers Burgess-694 followers / good charter videos YCO -424 followers Worth Avenue Yachts - 4K Camper and Nicholsons – 811 (great) Fraser Yachts – 5k Moran Yacht & Ship – 112 (bad) YachtZoo – 633 (bad)
Yachts for Sale (broker David Seal) -39K Feadship (vblogs)
Best platform to redirect traffic to your website
Worth Avenue Yachts – 207/ 4K monthly viewers Camper and Nicholsons – 32 /4.8k monthly viewers Fraser Yachts –576 / 13.2k monthly viewers Moran -159 / 2.1k monthly viewers Bluewater- 204 / 2k (bad)
Feadship – 52 / 1.6k monthly viewers
Social Media
• • • • •
Add daily stories (Instagram stories has around 300 million active users per day) Have a weekly calendar (people like routine) Post at the same time every day (dependability) Schedule each post Use the correct hashtags
▪ ▪
▪ ▪
Post once a week Add a bio to tell followers what they will see and when it will published Add links to each videos (redirect to website) Add hashtags …
• • •
Create boards (collections) by category Boards will work like keywords on google searches The images will redirect people to the website
There are many tools we could take advantage to redirect the people searching for yachts, luxury service and exclusive vacations to the Edmiston’s website. I would like to make all the changes described above for Instagram, YouTube and create a Pinterest account. From what you can see in the previous slide many of your competitors are already taking advantage of these other platforms. I don’t mention Facebook because its already being addressed. And twitter because it isn’t a platform used to search for yachts. You can see other brokerage firms, the leading magazines and yacht builder posting on twitter the same way they do on Instagram, but they don’t have any engagement. For that reason I always recommend to not waste time on Twitter, unless you use it to show the jetsetter lifestyle; travel, food, and events this world offers.
Ideas •
Modify Edmistons‘ YouTube Chanel, showcase the boats they have for charter, educate on what to look for in a boat, why crew selection and management is important, and give quick updates on the company. Add playlists to the channel that way people can view videos by categories. Ex: Feadship and Yachts for sale.
•
Set up and run the Pinterest account, this is the best way to redirect traffic to your main website. And in the end that is the goal, because it’s an outlet you own. Social media changes and so does the popularity and relevance of each platform. On Pinterest I would create boards (categories) that mimic Edmiston products that act as links to your site.
•
I propose focusing on the lifestyle the yachting industry embodies. I know this is already being done with the city guides, the presence in Aspen, sponsoring exclusive events and in many other ways. I would continue with that concept and share it on all your social media platforms not only with one photo but with stories reminding your clients of the life that Edmiston brings.
•
And lastly I would take full advantage of all the tools the Instagram stories offer. Videos as short as boomerangs get more repost and engagement than photos, each piece of media should have all the hashtags and tags allowed. There are many ways to be seen by the right people. I wan to help Edmiston cover all the social media platforms available and run them efficiently. I would like to talk about more ideas on our next meet-up like the calendar I created for each day for the Instagram page
taglia Brooklyn, NY US +1 925 384 2270 andrea@tagliadesign.com