Case Study

Brief

Dockwalk was clear from the outset that the new Web site would not be just an online edition of the magazine. With an aggressive time frame, they turned to Ektron Partner, AMT Data Technologies Ltd to help them create a community site that could connect crews and captains of superyachts around the globe. User-generated content was a priority.

Strategy

Because of the aggressive time frame, AMT Data Technologies recommended Ektron CMS400.NET for its quick deployment capabilities. Many of the Web 2.0 functions that Dockwalk wanted on their new site could be quickly implemented out-of-the-box using Ektron’s Server Controls. These well-tested controls mitigated the risk to the time requirements, but still allowed for customization. AMT Data Technologies knew that as most custom functionality was required, they could build new controls or modify the existing ones with Ektron’s APIs.

Execution

In addition to membership, blogging, forums and group spaces, AMT Data Technologies tied Dockwalk.com to Facebook, allowing for single signon (login to Dockwalk and Facebook at the same time) and sharing of status updates and photos. Job postings and banner ads are also part of the Dockwalk experience, as well as creating custom itineraries, so friends and colleagues can know where members are going to be next. A directory of super ports was created by pulling in QuarkXpress data as XML and continues to be updated with XML Smart Forms. They can be exported back to QuarkXpress for a print version.

Custom ratings controls help new and existing users identify what members are most active. Members are automatically rated by how many and how often they post photos, videos, blog entries and more. Groups have formed based on individual yachts and articles are posted that supplement the magazine.

Results

Launched in just 10 weeks, Dockwalk.com has become the online home for over 6000 superyacht crewmembers. Sponsored events at ports around the world have acted as focus groups for the site: some Server Controls that the site launched with have evolved into custom functionality based on this feedback (as well as the inclusion of photos and videos). Forums and blogs continue to use Ektron Web 2.0 Server Controls.

The custom ratings control has served as an incentive to increase activity by members and the integration with Facebook has streamlined the way many crewmembers keep in touch with friends and family members who are not part of Dockwalk.com. The itineraries serve the “when and where” of the site, keeping the membership growing (by 500 members a month) and serves as a point of connection between colleagues while they are at sea.