Diane M. Byrne, editor of MegayachtNews.com, is an often-sought speaker on a variety of topics pertaining to the yachting industry. On October 31, she’ll moderate the International Superyacht Society’s (ISS) annual membership meeting presentation. Specifically, it’s a social media panel discussion. The subject: “Social Media Marketing: Turning Likes Into Leads.”
Held at the B Ocean Resort in Fort Lauderdale, the social media panel will focus primarily on Facebook and Instagram. These are two of the more powerful platforms in the social media space. “Companies have hundreds, if not thousands, of engaged followers on their social media channels,” Byrne explains. “If they’re just posting content and not mining the data behind those followers, though, they’re missing out on strong sales leads. In fact, a plethora of data is available about followers.”
Two panelists, each well-versed in Facebook and Instagram, will cover why these channels are vital for business-to-consumer connections. This includes reaching ultra-high-net-worth individuals, the key buyers of megayachts. The panelists will also discuss which tools each channel offers to better reach these consumers. These include Location Targeting and Lookalike Audiences. Furthermore, they’ll comment on whether companies should pay social media influencers, such as celebrities and other high-profile individuals, as part of a marketing plan.
The social media panel features Jonathan Brownfield, the CEO of LIFT Digital Media, and Patricia Maldonado, an instructor with Broward SCORE. Brownfield and his company assist companies in conveying their stories online, then using “big data” to position the stories before the right consumers. The Breeders’ Cup, the Florida Panthers, and Walmart are just some of the companies that LIFT Digital Media has helped. Maldonado, meanwhile, transitioned from newspaper reporting to public relations. She and her colleagues at The Miami Herald won a Pulitzer Prize for their coverage of local city elections that were eventually overturned. With Broward SCORE, she assists small-business owners in strengthening their marketing strategies.
To learn more about the ISS social media panel, visit the ISS website. To RSVP, contact Vanessa Stuart at the International Superyacht Society. (It’s free for ISS members, and $25 for non-members, which can be applied toward membership.)