社群平台 MAERSK LINE 概況分析
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社群平台 MAERSK LINE 概況分析
- 4. 公司介紹 • 快桅集團 A.P. Møller-Mærsk Gruppen • 成立於1904年 • 總部 - 丹麥哥本哈根 • 主要業務核心 : – 運輸 Maersk Line （貨櫃運輸船隊） – 能源 Maersk Oil （離岸石油開採和運輸）
- 5. • 世界上最大的貨櫃船運經營 者及貨櫃船供應商 • 600+艘貨櫃船 • 3,400,000 貨櫃 • 每年超越35,000通運輸電話 • 24小時線上預約服務 公司介紹 8% 183%
- 6. 公司介紹
- 7. 公司介紹 – Time Table 1928 First Maersk Line voyage 1946 FIRST LINER SERVICE AFTER THE SECOND WORLD WAR 1966 First international container shipment 1973 A new department - Maersk Container Line in Maersk Line 1996 The world’s largest container vessel 2005 A.P. Moller - Maersk acquires Royal P&O Nedlloyd N.V. 2013 Customer charter
- 8. Features Invoicing Aspiration for 94% invoicing quality Booking confirmation Confirming bookings within 2 hrs Accessibility Calls answered within 30 sec Documentation amendment Turning documents within the hour Issue Resolution Resolving issues within 12 running hours Pre-arrival notification Notification within 24 hrs of arrival Dispute Resolution Turing invoice dispute within the week(5 days) Documentation accuracy 95% accurate documents within 8 hrs
- 10. 社群平台 • 2011.10 Start from 0 • B2B Social Media • “ Getting closer to the customers. ” • Communication, not marketing • 9 種平台，9種目的 • “ Free-spirited ”
- 11. 社群平台 2,115,884 fans 111K followers 27,543 followers 1,367 位追蹤者 | 976,177 次瀏覽 訂閱人數：12,232 | 觀看次數：5,627,135 824張相片 2,452 粉絲 1,019 fans 122 videos Tumblr 79,190 位關注者 | 9,207 位員工使用
- 12. 社群策略 MAERSK STYLE • 粉絲看到都覺得有價值的內容 • 說故事 • 經營內容： 不觸及太直接和商業活動有關的內容 • 各國(150+)經營者可自行上傳po文、照片 －更貼近消費者 • 擅用tag串連各平台之間的粉絲 • 社群平台明確定位 • 跟隨平台特性設計內容、互動模式
- 13. 一天一則，不談任何關於船務的問題，也不談工作機會，重視和粉絲 們的互動。 讓使用者的照片和故事，也有機會成為頁面主角 向航運同業和新聞記者分享業界重要即時訊息 藉此培養企業在社群運作上的透明文化 成立專區，讓世界各地的人們可以透過手機拍下MAERSK的船 隻或照片(#Maersk)，轉發到其他社群媒體上 在發布重要策略時，藉此讓記者和公司重要主管舉辦小型記者會 或視訊會議 建立「The Shipping Circle 」專區，邀請全世界的航運專家在社群裡辯論產業裡的挑戰 與機會，透過網路，MAERSK從這群在實體世界也未必會見面的專家身上得到許多知識 “social commerce” – 介紹產品，使用者可互相推薦、評論 社群策略 MAERSK SOCIAL ( 官網-整合式平台 ) B2C B2B B2C
- 15. 成果效益 July 2012 Research • Compared to the 12 leading brands on Facebook, Maersk Line came in second • Average score for 10 latest FB post (in June) • [ Likes + shares(x2) + commants(x4) ] / fans 2012.9 「歐洲數位傳訊大獎」 （European Digital Communications Awards） 年度社交媒體獎 （Social Media Campaign of the Year）
- 16. • 創立11個月 吸引超過 400,000 人 成果效益 • 社群建立總投入不到10萬美金 營收270億美金來算，只佔了0.000004% • ROI保守估計高達1500％ • 68% 的受訪者認為， MAERSK在社群媒體上的經營， 有助於改善對該品牌的認知 • Facebook No. of fans growth • 粉絲團上有15～20％是MAERSK的顧客 (from jonathanwichmann.com)
- 17. 結論 Maersk Line
- 18. • Empowering our thought leaders • Teaching where our customers learn • Social selling • 20-25% productivity gain for knowledge workers • From ‘Me’ to ‘We’ • Listen and respond • The value of not responding • Establishing a Maersk Line media channel • Communication, not marketing Commu- nication Customer Service SalesInternal Usage 結論 - 社群四大領域 • 4 areas of emphasis for their B2B social media strategy
- 19. 結論 - 未來&挑戰 • 未來發展 發揮社群最大效益 將社群深入組織，成為企業價值 • 困難＆挑戰 維持其經營模式，擴展觸及群眾 是否能持續維持高ROI 跨語言社群的建立 （亞洲&其他語言區） 社會責任與社群連結性
Editor's Notes
- Vessel 船艙
- 雖然大多數的船隻都屬於丹麥籍（DIS flagged），但也有很多船隸屬英國/IOM（Maersk Co./UK Ltd.）、新加坡（A.P.Moller Singapore Pte. Ltd）、香港（Maersk Hong Kong Ltd）、美國（Maersk Line Limited/USA）、法國（Maersk France S/A）、南非及比利時（Safmarine）。 北亞區業務以香港為地區總部，，管轄包括中國內地、韓國、台灣、日本、和香港。目前香港辦事處聘有超過750名員工，共17艘在香港註冊的船隻總資產價值為6.4億美元。 亞洲南部業務以新加坡為地區總部。有69艘船在新加坡註冊，在香港註冊的船隻將增至39艘 (http://zh.wikipedia.org/wiki/%E5%BF%AB%E6%A1%85)
- 2013 Customer charter: 表示開始注重客戶關係 – 社群也是同方向的延伸發展 The customer charter was launched by the Maersk Line CEO Soren Skou at the TPM Transpacific conference held on 4 March 2013. The Charter is a set of aspirational targets Maersk Line is making available to customers defining ambitions and ongoing performance on a number of key customer interactions (as articulated by customers). Invoicing Booking confirmation Accessibility: calls answered within 30 sec Documentation amendment (文件修改) Issue Resolution: resolving issues within 12 running hours Pre-arrival notification: notification within 24 hrs of arrival Dispute Resolution: Turing invoice dispute within the week(5 days) Documentation accuracy: 95% accurate documents within 8 hrs
- The company’s more than 150 country communication managers around the globe can now do local posts via the global Facebook page, thereby ensuring both simplicity, brand alignment and effective/relevant customer communication – and also ensuring that Maersk Line really do “get closer its customers”. (公司中在全球有超過150國的溝通經理人可以透過全球性臉書頁做當地發文, 因此可同時確保簡易性、品牌連結和有效的顧客溝通, 同時確保Maersk真的做到“更靠近消費者一步”) 擅用tag：Furthermore, there is also an Instagram tab which pulls in photos tagged with “#maerskline” – you can see more about Maersk’s Instagram use below. These tabs have personalised images and show the strong professional links between all social media for Maersk they ranked their ten B2B social media channels from least to most corporate and segmented each into four quadrants (Fans, customers, employees, experts).
- ＦＢ： They also share users’ and employees’ images from Instagram and stories The followers/fans on their Facebook page include: NGOs Maersk Line employees and potential employees competition suppliers regulatory bodies shipping enthusiasts and fans Twitter: http://vimeo.com/52383530 (Hurricane Sandy : How do we ride out the storm) 2012年，颶風珊迪襲擊美東，美國財經雜誌富比士做了一個專題，要談大企業如何通過重大天災的考驗， 報導裡引用了一則MAERSK自製的主題影片，還加上詳盡報導。拜大媒體導流所賜， 24小時內該影片的觀影人次，打破MAERSK有史以來的記錄，MAERSK打鐵趁熱，隨即在INSTAGRAM裡成立「spotting trend」專區。 ＩＧ：A cool and elegant presence on Instagram which has started a #maersk spotting trend across the globe and has secured Maersk Line a place on Instagram’s elite list of ‘Suggested Users’. Linkedin : “social commerce”, the company have made full use of the ‘Products & Services’ tab on the LinkedIn Company Page – where they describe some of their core products and ideas – and people can ‘Recommend’ these and comment too (hence social commerce). They feel it is important to receive recommendations as peer-to-peer recommendations (in websites such as Trip Advisor) have proven that they are effective, with LinkedIn allowing for this to happen without much effort. (“社群商務”, 公司善用LinkIn的‘產品&服務’標籤, 使他們可以描述自家產品與想法理念等, 同時其他人可以利用‘推薦’功能, 將這轉換成‘同儕之間’的推薦, Linkin在這項成效上扮演關鍵角色)(尤其是商務B2B)
- Pinterest: only have 500+ followers, it does have over 30 boards – each telling the story of a different part of the Maersk Line brand. Flicker: publish photos from events as well as another place to store their Instagram photos – there is a more professional look to their photos here Vimeo: he content on here is extremely high quality, and varied – and is used across all platforms to promote the brand Tumblr: is a straight feed of their Instagram feed
- 在眾多B2C社群品牌當中脫穎而出
- 其ROI保守估計高達1500％，不過數學運算的結果其實接近5000％ In the first 11 months, Maersk Line attracted more than 400,000 people to their Facebook page.
- four areas of emphasis for their B2B social media strategy: communications, customer service, sales and internal usage. Sales: Wichmann is clearly establishing a Maersk Line media channel, and is leveraging the expertise of their employees to develop value for its customers. I think that’s brilliant. (清楚地建立了Mearsk Line的媒體通路, 同時衡量員工的專業技能去發展給予顧客的價值) (教育/使消費者理解/增加消費者對產業、公司、業務等的更深入的認知)
- The management approved the recommendation, and in 2013 Maersk Line is therefore focusing on implementing social media across the organization – and on turning social engagement into direct bottom line value.