Klavs Valskov (Agenda Strategies): Maersk Line: Res nas všečkajo!
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Klavs Valskov (Agenda Strategies): Maersk Line: Res nas všečkajo!

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  • Focus? <br />   <br /> Data-driven or intuition? <br />   <br /> The answer: ‘Social creativity’ <br />   <br /> Explorative = lean <br />   <br /> Not an add-on, but close to business <br />   <br /> Insourcing, rather than agency <br />   <br /> Global + local <br />
  • Focus? <br />   <br /> Data-driven or intuition? <br />   <br /> The answer: ‘Social creativity’ <br />   <br /> Explorative = lean <br />   <br /> Not an add-on, but close to business <br />   <br /> Insourcing, rather than agency <br />   <br /> Global + local <br />
  • Can we overlook it? <br />   <br /> Good, solid functionalities <br />   <br /> Press conference as hangout <br />
  • News-driven <br />   <br /> 5 posts per day <br />   <br /> Press <br />
  • Can we overlook it? <br />   <br /> Good, solid functionalities <br />   <br /> Press conference as hangout <br />
  • News-driven <br />   <br /> 5 posts per day <br />   <br /> Press <br />
  • Focus? <br />   <br /> Data-driven or intuition? <br />   <br /> The answer: ‘Social creativity’ <br />   <br /> Explorative = lean <br />   <br /> Not an add-on, but close to business <br />   <br /> Insourcing, rather than agency <br />   <br /> Global + local <br />
  • Focus? <br />   <br /> Data-driven or intuition? <br />   <br /> The answer: ‘Social creativity’ <br />   <br /> Explorative = lean <br />   <br /> Not an add-on, but close to business <br />   <br /> Insourcing, rather than agency <br />   <br /> Global + local <br />

Klavs Valskov (Agenda Strategies): Maersk Line: Res nas všečkajo! Presentation Transcript

  • 1. The Maersk Line social media case study Klavs Valskov Managing Partner, Agenda Strategies (former Head of Maersk Line Communication
  • 2. • Change communications • 2 kvalskov@agendastrategies.com @KlavsValskov World’s largest shipping company 25,000 employees, 150 countries, 325 offices 600 container ships, 3.8 million containers Who is Maersk Line?
  • 3. • Change communications • 3 kvalskov@agendastrategies.com @KlavsValskov Listening phase for 2-3 years Should be routed in the communications department Not an add-on, but close to business Before we got started
  • 4. • Change communications • 4 kvalskov@agendastrategies.com @KlavsValskov The ambition in the starting block “Getting close to our customers:  Brand awareness  Customer loyalty  Employer branding  Employee retention  Customer insights  Product development  Easy-to-use and cost-efficient tools for Communication, Marketing, HR and Customer Service
  • 5. • Change communications • 5 kvalskov@agendastrategies.com @KlavsValskov  A new center has formed: Google + Facebook  Communication, not marketing i.e. dialogue, not push  Platforms with different purposes  “Free-spirited” How to go about it?
  • 6. • Change communications • 6 kvalskov@agendastrategies.com @KlavsValskov Corporate Website Dynamic Content Hub Facebook Twitter Photo/ Video Forums Outreach Linkedin Media Advertisin g SEO Direct Mail Display Ads, PPC Social Ads Media Outreach Events Future? Analyst Engagement Create Focused & Relevant Content
  • 7. • Change communications • 7 kvalskov@agendastrategies.com @KlavsValskov How the campaign came to life  Russian cluster top sent out mail explaining differentiator  We contacted Russia for ”cool” pictures of the harsh Russian winter  We created a landing page with a submission form  We created a sales brochure and a campaign in Eloqua  Pictures were posted on Facebook with a link to a landing page and a submission form page  Interested customers could download the brochure by filling in the submission form Case: Russian ice campaign 1.236 visited the landing page 196 submitted a form 104 passed first filter 98 leads
  • 8. • Change communications • 8 kvalskov@agendastrategies.com @KlavsValskov Maersk Line fan growth on Facebook, first year 0 100000 200000 300000 400000 500000 600000 Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 12 NO. OF FANS
  • 9. • Change communications • 9 kvalskov@agendastrategies.com @KlavsValskov  Average score for ten latest FB post (in June)  Score is measured as likes + shares (x2) + comments (x4) divided by number of fans Engagement score, July 2012 7.2 Oreo 7.0 Dell 6.0 Red Bull 5.1* Converse 4.5 Starbucks 2.2 Coca-Cola 48.0** Lego 37.0 Maersk Line 34.2 Disney 19.1 Shell 17.2 Ford 10.2 McDonald’s 32.9 GE
  • 10. • Change communications • 10 kvalskov@agendastrategies.com @KlavsValskov Instagram
  • 11. • Change communications • 11 kvalskov@agendastrategies.com @KlavsValskov The Maersk Norwich whale strike
  • 12. • Change communications • 12 kvalskov@agendastrategies.com @KlavsValskov @MaerskLine galore: news, interaction, influence And our employees
  • 13. • Change communications • 13 kvalskov@agendastrategies.com @KlavsValskov LinkedIn: Customers and high-end discussions
  • 14. • Change communications • 14 kvalskov@agendastrategies.com @KlavsValskov The platforms
  • 15. • Change communications • 15 kvalskov@agendastrategies.com @KlavsValskov Giving it its own home: Maersk Line Social  Adding depth and storytelling, ensuring high-quality engagement  Content not owned by 3rd party platforms
  • 16. • Change communications • 16 kvalskov@agendastrategies.com @KlavsValskov Local on global via publishing tool 1st step in roll-out across the organisation Passion in the daily work Piloting internal social media platform at the same time Sourcing of stories internally Customer communication & the global organisation
  • 17. • Change communications • 17 kvalskov@agendastrategies.com @KlavsValskov THE NEXT STEP: Unlocking the full potential of social media
  • 18. • Change communications • 18 kvalskov@agendastrategies.com @KlavsValskov The social media study
  • 19. • Change communications • 19 kvalskov@agendastrategies.com @KlavsValskov Mapping the platforms Pinterest Instagram Facebook LinkedIn Google+ Vimeo Twitter YouTube Tumblr Flickr LEAST CORPORATE MOST CORPORATE
  • 20. • Change communications • 20 kvalskov@agendastrategies.com @KlavsValskov EMPLOYEES CUSTOMERS FANS EXPERTS Pinterest Instagram Facebook (global) LinkedIn (groups) Google+ Vimeo Twitter YouTube Tumblr Flickr Facebook (local) LinkedIn (news, products) Chatter Chatter (customer invite) Maersk Line Social
  • 21. • Change communications • 21 kvalskov@agendastrategies.com @KlavsValskov Hanging out with McKinsey 10 areas where it can add value Biggest potential in enterprise collaboration 20-25% productivity improvement
  • 22. • Change communications • 22 kvalskov@agendastrategies.com @KlavsValskov Hanging out with McKinsey 1. Communication 2. Customer service 3. Sales 4. Internal usage
  • 23. • Change communications • 23 kvalskov@agendastrategies.com @KlavsValskov Defining the platforms Facebook: All-Star Team Twitter: News and interactions LinkedIn: Customers collaboration Google+: Business and leadership Instagram: Equipment Pinterest: Locations
  • 24. • Change communications • 24 kvalskov@agendastrategies.com @KlavsValskov Customer Service: Listen and respond Efficiency gains (self-help forums, dynamic Q&As, etc.) Being where the customers are 1-2-3 social service solutions The value of not responding
  • 25. • Change communications • 25 kvalskov@agendastrategies.com @KlavsValskov Sales: Selling socially Well, selling has always been social, so no news there Gaining better understanding of customer needs Track sentiments and interests Interview and dialogue, not push
  • 26. • Change communications • 26 kvalskov@agendastrategies.com @KlavsValskov Internal usage: Unlocking the full potential 20-25% productivity gain for knowledge workers through getting and sharing customer/market insights quicker, team up cross divisions etc. (expertise rule) Getting rid of the time wasted on emails and meetings Inspire – not pray nor pressure The compelling purpose
  • 27. • Change communications • 27 kvalskov@agendastrategies.com @KlavsValskov Strategies / Fundamentals LISTENING Who is there? INFLUENCERS Who is important? LANGUAGE What and how do we say and respond? CONTENT What is our core narrative? DISTRIBUTION Where do we share what?
  • 28. • Change communications • 28 kvalskov@agendastrategies.com @KlavsValskov http://agendastrategies.com kvalskov@agendastrategies.com +44 (0) 2031 411 325