- By Amie Pascoe, Director, BLUE Communications

The way that we communicate is fundamentally changing. As a society, our appetite for information and our expectations of being able to connect instantly with friends, colleagues and even strangers online around the world is constantly evolving. Each new device and platform that we are introduced to develops our desire to engage, which has clear implications for the brands that we encounter.

The proliferation of this information affects all global industries. But for shipping, a sector with an inherently traditional approach to life, our increasingly digitally integrated world and online communities are often seen as more of a threat than an opportunity. However, as a channel, digital and social network sites in particular offer an unparalleled way to connect with your stakeholders, whether they are the end-consumer, seafarers, customers, employees or industry influencers.

Shipping is not just about ships – emphasis is increasingly, and rightly, shifting to the human element of the industry. As social media is in essence what people use to communicate, shipping must develop its presence online accordingly. This element is particularly pertinent when dealing with seafarers – engaging with them as employees and stakeholders and creating information that is shareable across the platforms that they use. As employees play such a critical role in managing brand, this is fundamental to safeguarding not only reputation, but also to the continuing professionalisation of the industry.

Ensuring internet access across shipping fleets is critical to recruiting the next generation of seafarers, for whom social media and text communication are part of everyday life. A subject recently debated at CMA Shipping 2012, the unanimous conclusion was that it is unrealistic to expect young seafarers to go to sea for months with no contact with the outside world. Moreover, offering young seafarers’ access to social networking sites such as Facebook and Twitter, as well as allowing them to catch up on sport and news, is not only an increasingly important welfare consideration, but can in turn also increase motivation and productivity.

Whilst it is still early days for shipping to comfortably adopt the digital channel, there are companies that are taking steps to integrate social media at the heart of their business to harness employee productivity for commercial benefit. Teekay, for example, has developed an internal network for its 7,000 workers to communicate with each other in open and closed forums, watch videos from senior management and flag stories that they ‘like’.

However, using social and digital media channels simply because they are now so omnipresent in our daily lives does not mean that they are necessarily the right medium for communicating with customers, or other key stakeholders. Moreover, the threat and negative impact on reputation when it goes wrong can significantly impact brand and therefore enterprise value. Issues inevitably arise in corporate life, but must be dealt with online appropriately in a way that protects and manages reputation. Post Costa Concordia, for example, Carnival’s CEO, a frequent Twitter user who “tweeted” up to 30 times a day, refrained from using the medium to communicate immediately after the disaster when, arguably, consistency of use and messaging would have better allayed the concerns of consumers, shareholders and other stakeholders.

Ultimately, effective communications is a two way process that centres around the development of relationships. It requires us to ‘listen’ as well as ‘talk’, and demands the dissemination of consistent and timely messages. For many companies, when approached strategically and aligned with communications objectives, social and digital media can prove to be an invaluable addition to the communications toolkit.

So if social networks are founded upon conversation, then why are so many marine companies still not encouraging online dialogue directly with their stakeholders? Resource is the first challenge – ensuring the swift responses needed requires trained people to monitor, listen and act appropriately. Another challenge is that the bigger the company, the less connected to the values espoused by the organisation its employees can be and the more diluted the message, which poses a risk to reputation. To combat this, you need to identify and embrace your business values, enshrine them in your corporate messaging and then make absolutely sure that everyone in the workforce understands them so that they are brought to life in day-to-day activity. This is what facilitates alignment across all communications channels and – critically – in all interactions with the organisation. The transparency that social media provides through unlimited access to information should motivate us all to create and work in ethically robust organisations that deliver great products and services that stand up to scrutiny.

Although the channels through which we communicate are evolving, the underlying approach to communications remains the same; ensuring that business strategy is distilled down through communications messages. From there strategic questions can be asked: how can communications work to support this and build (or repair) reputation in line with the values, positioning and tonality of the brand? Who are the most important stakeholders that need to be communicated with? What do we want to say to them, what are the messages? And finally what is the best way of reaching them and engaging?

Fundamentally, you have to understand what your messages are and to whom they are directed. Content comes first and the channel second. You don’t have to cover all platforms – the first step is to establish where the conversations in your sector and around your brand are largely taking place and make sure that you are there. The conversation has already begun, and the shipping industry must engage and prepare to join in if it is to protect and manage its reputation in the digital age.

Amie Pascoe, Director, BLUE Communications joined panelists James Tweed, managing director, Coracle, Karine Langlois, new media officer, IMO, Nick Brown, marine communications manager and Neil Wiese, Fairplay, to debate shipping and social and digital media. Follow #bluedebate and @BLUECOMMS on Twitter.

Rob Almeida, sailing across the Arabian Sea in 2006. (2 months after leaving active duty)

10 years ago I remember someone saying that we’re all connected to one another by no more than 7 degrees of separation, but with the advent of Facebook, LinkedIn, Twitter, and all the other social media and networking websites out there, I think that number has dwindled to 5 or 6 since then.

High speed internet has enabled us to build new online communities, friendships, and unite individuals who may never had had an opportunity to talk with one another.  Companies and individuals now have an opportunity to reach out and express themselves to the masses via their own uniquely-designed websites, Facebook pages, LinkedIn groups, Blogs, Twitter accounts, and others.  It’s an amazing situation that we’ve found ourselves in, and one that deserves it’s fair dose of consideration.

When social media first came on scene, many companies were terribly afraid of this new means of communicating.  It was so raw, unfiltered, and at some times, anonymous.  These companies enjoyed their perfect little sphere that they carefully created around them, and the relationships they have cultivated with their trusted news providers.   Their “brand’ was of the utmost importance and everything that ever left the company walls had been filtered through the proper corporate communications channels so that it was as vanilla as possible.   In many cases, these same companies put up firewalls on their company network to block sites like Facebook, LinkedIn, or even gCaptain in some cases.

How dare our employees waste company time with such nonsense, senior executives grumbled.

Facebook was an unstoppable force and finally these executives caved in and gave access to this unfiltered communications platform.  Scary times indeed for these executives, heaven forbid what their employees might spout off about online…

Other companies have not been so cautious and have embraced the fact that business generally happens between people, not companies.  Getting to know people, interacting with them, establishing a repore are all critical factors in successful business.  Online chat, blogging, networking, “Facebooking”, are all part of that.

Sure, having a 3 martini lunch may be another option to get to know someone, but those days are long gone.

Among other things, communicating online allows companies and individuals to “brand” themselves in ways that we’ve never even considered in the past.  It’s a bit like earning a reputation, but different in that it’s not a good or bad thing, it’s more that you’re associated with a particular expertise or genre.  Websites like Klout.com have algorithms that actually measure this branding and online influence in case you’re ever interested in seeing how you measure up.

One of the biggest challenges for companies is online brand building.   As an individual, it’s generally pretty easy because you’re free to say whatever you want online, which essentially forms the basis of your personal brand.  For a company however, posting online about things of interest do nothing for your company brand, nor does it really contribute to your sales objectives.  Press releases go largely unread, and Facebook posts from companies are generally uncreative and most are dismissed quickly.

But why?

Simple reason… people just don’t care that much about the fact your company won some new contract, opened a new office, or hired a new CEO.

Unless…

Someone else tells the story and explains WHY it’s cool.  Social buy-in is a critical factor

If you are trying to communicate something great about what’s going on in your company, having someone else communicate that story and spin it for you is far more powerful that trying to do it on your own.  Individuals and companies who tell everyone how great they are generally lack friends and allies, so just let the news companies do their job and report about it. Successful news companies are successful because they have the proven ability to turn the uninteresting, into something working finding out more about.  That’s their whole reason for being!

Another option is to use the professional news media as a tool to talk about topics as a subject matter expert.  Your employees come from diverse backgrounds, and are experts in their field.  Why not encourage them talk about industry-relevant topics, or write their own blog post?  This greatly supports the brand development of the individual and employer alike.

Industry is also truly ineffective at taking advantage of the communications opportunities it experiences on a daily basis.  Historically, the only medium for sharing and discussing ideas on a broad scale and conversing has been via professional conferences.   They are certainly perfect places to get business done and to get face-time in, but seriously, of all the amazing lectures and presentations that have occurred, how many have been filmed, or shared via social media?  A more important question might be, “What is the potential, for the sharing of these ideas via these mediums?”  Visit www.TED.com if you want an answer to that question.

How about we get ourselves out of the dark ages and realize that the spreading of ideas digitally is THE way to go, not just a way to go.

Look at ExxonMobil for example.  They are excellent communicators, and have a strong brand.  But why?

They communicate in a way that doesn’t sell to their audience.  They teach their audience and help them understand what they do in a way they can relate to.  They do this via paid TV commercials on mainstream television.  Sure, they could buy their own satellite and TV station and promote their message all day long, but infomercials and self promoting gets old quick.

Do individuals “like” companies on Facebook, or visit corporate websites on a regular basis so that they can keep up to date on the latest press releases?  Those who have some sort of vested interest in keeping close tabs on them, such as investors, will for sure, but most don’t.  The news media does though, being in the know about stuff is how we succeed.

So why are companies investing so much effort into this by meticulously tracking Google Adword campaigns, getting crazy with SEO, creating LinkedIn groups, and the such?  Do they really think that the masses care that much and that they can communicate effectively on their own, without the support of the media?

I suppose it’s a good exercise, but seriously, the news media exists to tell your story so that people will want to hear it.  Support them in this effort, it’s good for you, and it’s good for your industry.

• What do you think 2011 will be remembered for within the maritime satellite communications industry?
• What have been the major trends and developments in the maritime satellite communications industry over the last 5 years?
• How do you see the maritime satellite communications industry developing over the next 5 years?
• Will crew retention or business critical applications be the key drivers for technological developments? Why?

Check out the series of videos below and be sure to provide us with your own answers to the above in the comments section.

On this years highlights…

Click here to view the embedded video.

On the trends and developments of the last 5 years…

Click here to view the embedded video.

On the developments over the next 5 years…

Click here to view the embedded video.

On the industries key drivers…

Click here to view the embedded video.

Vroon vessels will be equipped with the award-winning 60 cm TracPhone V7 antenna system, mini-VSAT Broadband service, and the KVH CommBox™ Ship/Shore Network Manager. CommBox provides a suite of network management tools ranging from web compression and acceleration and least cost routing among multiple communication services to pre-paid Internet access and remote access for Vroon’s shore-based IT personnel.

Vroon crews as well as crews from contractors and third-party companies will also be able to take advantage of KVH’s pre-paid crew calling system and, depending on the vessels’ activities, a GSM picocell system that will enable those on board to make calls via their mobile or smartphone from virtually anywhere within the mini-VSAT Broadband coverage area. Technical service needs will be provided by KVH’s exclusive GlobalCare Premium Support Program.

“The changes to maritime satellite communications over the last several years are dramatic as commercial fleets like Vroon move from basic voice and low data rate applications to more demanding business requirements that need affordable, reliable broadband solutions,” observes Martin Kits van Heyningen, KVH’s chief executive officer.

The mini-VSAT Broadband network was designed from the ground up to be the first next-generation maritime satellite communications solution. The global spread spectrum satellite network, built with ViaSat’s patented ArcLight® technology, offers more affordable airtime, voice service and Internet access as fast as 512 Kbps (ship to shore) and 2 Mbps (shore to ship). More than 1,000 TracPhone V7 systems have been shipped in the three years since the product’s introduction, making the mini-VSAT Broadband network the fastest growing maritime VSAT solution.

Based in Breskens, Vroon operates and manages a diverse international fleet of about 150 vessels including tankers, car carriers, dry cargo ships, offshore support vessels and reefer vessels.

“Operating within the offshore and subsea sectors, DOF heavily relies upon high-speed connectivity for an extensive range of applications including efficient transfer of data ashore, increased communication between crew, vessels and shore-based employees and crew welfare. Marlink’s VSAT systems have proven to provide high quality bandwidth and reliable connectivity as well as flexible services, which can be customised to meet specific requirements. I am confident that our renewed relationship with Marlink’s very experienced engineering team will enable us to significantly expand our satellite communications capabilities moving forward,” comments Tor Skeie, General Manager, Marin IT in DOF ASA.

Marlink’s new contract with DOF ASA will include the delivery and installation of the innovative Sealink™ C-band and Ku-band VSAT system to provide dedicated bandwidth onboard 29 of its vessels. Marlink’s shared bandwidth Ku-band VSAT system will be installed onboard 23 of its vessels. The satellite communications package which has been developed by Marlink for DOF ASA, includes both dedicated and shared bandwidth services to meet specific requirements of individual vessels. In addition to the initial installations, Marlink anticipates that the scope of its supply will expand further to include several new builds planned for 2011.

Tore Morten Olsen, CEO, Marlink, adds: “Owning teleports globally, we consistently demonstrate unmatched flexibility and control of our satellite communications services. This offers significant benefits to companies operating within the offshore and subsea sectors such as DOF ASA, as we are able to provide high quality bandwidth and services that can be tailored to meet exact customer specifications. The new agreement with DOF ASA is testament to our strong understanding of the company’s requirements for connectivity, as well as our position at the forefront of the maritime satellite communications industry.”

Signs Service Agreement With Radio Holland to Provide Shipboard Service in More Than 50 Ports Worldwide

Palm Bay, Florida, December 2010): Inmarsat has named Globe iFusion the 2010 Maritime Solution of the Year.

Globe Wireless became a FleetBroadband Distribution Partner in January 2010. In September 2010 Globe iFusion was released, making Globe Wireless the only Distribution Partner that is also a type approved FleetBroadband equipment manufacturer.

Chris D’Aguiar, Vice President of Sales & Marketing for Inmarsat, presented the award during the Inmarsat Partner Conference in Saigon, Vietnam. He said, “Despite their recent appointment as a DP, Globe Wireless have over performed against target and made themselves immediately busy in personalising the FleetBroadband service. They have not only invested in and launched a number of end user value adds and traffic control systems for the marine community; they have enhanced their solution suite by integrating the below deck equipment and personalising the FB terminals to provide a complete end to end maritime solution.”

The total solution provided by the Globe iFusion system is a completely new way for shipping companies to manage communication with their ships. For the first time, it will offer a one-stop-shop for hardware, installation, airtime, applications and maintenance. The system is comprised of two main components; The Globe i250 and the Globe iPortal.

The Globe i250, incorporating Inmarsat FleetBroadband 250, allows the user to make voice calls using a GSM handset or normal fixed-line telephone, send/receive email and fax, browse the Internet, and upload/download files. The Globe iPortal offers full shore-side control of the solution, including the administration of user profiles, browsing capabilities, firewall settings, satellite gateways and least cost routing.

Frank J. Coles, President & CEO of Globe Wireless said “We are extremely pleased to be recognized for the steps we have taken towards reinventing maritime communications. This award validates our position that a stand-alone terminal is not a viable solution for the modern maritime fleet.” Mr. D’Aguiar added, “Inmarsat and our channel are stronger for this diversity, and the end user benefits from variety and choice.”

[Source - Globe Wireless]

The Nautical Institute’s AIS error reports webpage tells us:

I have observed too many vessels with wrong data transmitted by their AIS. Mostly headings are not correct, but the main problem – is offset correction given by GPS. If GPS has offset correction (set by navigator on bridge) then AIS transmits wrong vessel’s position (equal to offset).

You can watch now on ECDIS some vessel in the harbour is not alongside the berth but e.g. stays in the middle of harbour instead. The greater offset – the greater error. Some of the vessels have offset from 0.02 up to 0.3 nautical mile, and if you meet such vessel in Singapore Strait – then AIS information maybe very dangerous, as you can mistake such target with others.

I like AIS information very much, but when I watch such a picture on ECDIS – I would like to suggest to all navigators not to use on their GPS any offset. Nowadays GPS is reliable information and better to plot position on sea chart manually using satellite-derived calculation instead of inserted offset into GPS unit.

Lesson Learned: check the GPS offsets on your ship and assure you are sending accurate data… or you could confuse surrounding ships. Also keep an eye on NI’s AIS error reports webpage for continuous updates on the reliability of AIS.

You’re looking for a job overseas and you send an email message to a few people you have worked with in the past.

Something like:

Hello Rodney,

How’s life treating you in Durban? Is Claire still keeping you busy fixing up the boat?

Well the project ends so the job search begins. Attached is my CV if you have any leads.

-Jill

He writes back:

It’s great to hear from you Jill!

I’ve passed your resume on to Michelle Vantz in Korea. Give her a call: 010-9255-5555

Rod

Ok, you have a great lead but how the heck do you dial that number?? Here’s the answer:

For international calls the best website is TimeAndDate.com. They have an international dialing code tool that really works. We tested it with a few different numbers at it works great. Just chooseyour locations, paste in the number and you receive the exact number to dial on your phone. It also gives you a:

• Breakdown of each code (country, area, city…)
• The local time in each location.
• “Find a suitable time to call” time comparison sheet.
• Time conversion calculator.

This site is great as it contains many other goodies for the world traveler. Looking for..

…the amount of time left before the meeting: International Countdown Timer
…time between two dates: Date Duration Calculator
…time in all the major cities: World Clock Sheet
…need to plan a meeting with London, Tokyo & NY: World Meeting Planner
…daylight saving observance by country: World Daylight Savings Sheet
…PST, WET, ACSD which time zone is that: Time Zone Codes
…If it’s 3 pm in NY, what time is it in Sydney: Time Zone Converter
…If it’s 3 pm in NY, what time is it worldwide: Fixed Time Calculator
…a complete list of tools: World Time and Date Tools.

Can’t find the country code? Try the Reverse Lookup Map. or Google Map it with Phone Number Geolocator

Poodwaddle.com

Other Time Links:

• The Coolest Clock on the Web
• 2nd Coolest Clock on the Web
• Online Alarm Clock
• The World Sunlight Map – Real Time
• World Time For Your Firefox Browser

Random (but good) phone links:

• Grandcentral (runs all of gCaptain’s incoming calls & voicemail)
• Skype (runs most of gCaptain’s outgoing calls)
• Google Map U.S. Phone Numbers
• BiPass 1-800 # Link1 Link2
• Free 411 information (ad supported)
• Do Not Call Registry (US Only)
• Disposable Phone Numbers (great for ebay)

Articles:

• How to dial 911 in foreign countries
• *Tips For Catching Your Next Flight

Video:

• A Very Funny Commercial on International Communication
  

A must see tool is CallTheFuture.org which allows you to alter Caller Id settings and set personal wake-up calls. Also if you are travel or skiing fanatic check out our sister site UnofficialAndes.com

Quick Tools:

Poodwaddle.com

AIS has been a revolutionary product and, regardless of your opinion on its use, has changed the way mates handle heavy traffic situations. Jotron, makers of various SOLAS compliant marine safety electronics, is looking to bring this revolution to Search And Rescue operations with the introduction of an AIS enabled Search And Rescue Transponder (SART).

The device will work similar to traditional SARTs but, rather than show the position of a lifeboat on your 3cm radar, will transmit the exact GPS coordinates to all AIS enabled devices within VHF range.

We are excited not only by the product itself but the advancement of new ideas for sharing of data among the AIS network. gCaptain recently discussed the topic with the Coast Guard’s office for marine safety and is working with them to outline ideas to take AIS and data sharing from a point-to-point system to a web of collaborative sharing. Here is a basic summary of our question to marine safety:

AIS is a great system but it’s linear and data is stuck in predefined categories. Can a system be developed that facilitates discussion and information sharing between ship captain, pilots and VTS? We would be very interested in a system that facilitates discussion and allows collaboration between all parties.

One example of the failure of linear communication would be the Pasha Bulker incident. At first notice of the weather system that eventually caused the vessel to drag anchor and run aground, 56 ships were anchored in Newcastle Harbor. Each vessel received the same information via weather fax but 46 ships decided to head for the safety of sea, 10 stayed behind, 3 dragged anchor and one landed on the beach. Why had 10 captains interpreted the weather data so differently from the other 46?

Another example is the alission between the Cosco Busan and the San Francisco Bay Bridge. Why did her pilot decide to get underway while others delayed departure?

The answer to both questions lies in the minds of each Captain but our knowledge of vessel operations brings us to the conclusion that there is a sever lack of collaboration among Captains. This is particularly troubling in aggregate. Why? If we assume Captains have and average of 20 years on the job then the cumulative experience in Newcastle harbor that day exceeded 1120 years. In a time when the average employee can work from home with full access to company data, conference calls, shared documents and such why do we not share safety critical information between ships? The answer lies first in the attitude of self sufficiency that is present in the minds of most ship Captains but this is only half of the problem. The other half derives from the lack of systems capable of this type of collaboration. Could a system like AIS be transformed to allow the sharing of data, conditions and ideas?

I do not believe an AIS enabled SART will prevent the next big incident but the imaginative thought behind the idea combined with the use of existing infrastructure towards a specific goal (saving lives) is an encouraging notion indeed and gives us wide hope for the future.

For more creative uses of AIS technology be sure to read THIS POST over at Panbo. Also stay tuned for a look at AIS receivers aboard AeroMech AUV’s!