Maersk Line in social media: European Digital Awards Sep 2012

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Presentation held at the European Digital Communication Awards on 14 September 2012.

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Maersk Line in social media: European Digital Awards Sep 2012

  1. 1. Maersk Line in social media 14 September 2012 / European Digital Awards / @JonathanWich
  2. 2. 2 Who is Maersk Line? §  World’s largest shipping company §  25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers        
  3. 3. 3 Before we got started §  Listening phase for 2-3 years §  e communications department §  Not an add-on, but close to business §  Insourcing rather than agency
  4. 4. Why social media? §  Brand awareness §  Customer loyal §  Employer branding §  Employee retention §  Customer insights §  Product development §  Easy-to-use and cost-efficient tools for Communication, Marketing, HR and Customer Service §  And more “Getting closer to our customers”
  5. 5. How to go about it? §  A new center has formed: Google + Facebook §  Communication, not marketing §  9 platforms with 9 different purposes §  “Free-spirited” 5
  6. 6. “Facebook?! You better be kidding!?!?”
  7. 7. Not really…
  8. 8. Continuous growth 0k Nov 11 NO. OF FANS 100k 200k 300k 400k Dec 11 Jan 12 Feb 12 Mar12 Apr 12 May 12 Jun 12 Jul 12 Aug 12
  9. 9. … and high engagement level §  Average score for ten latest FB post (in June) §  Score is measured as likes + shares (x2) + comments (x4) divided by number of fans
  10. 10. Most popular + best like-share ratio 10
  11. 11. ^ Sharing the news with the industry and our employees
  12. 12. Instagram 12 §  e rise and wall of #maersk
  13. 13. e Shipping Circle 13 §  Discussions with shipping experts around the world §  Bringing in external intelligence §  Reports set to inspire management decisions
  14. 14. From backbone to newcomers 14
  15. 15. 15 Customer communication & the global organisation §  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
  16. 16. Maersk Line Social §  Adding depth and storytelling, ensuring high-quali engagement §  Content not owned by 3rd par platforms
  17. 17. 17 Next step: e social media study §  What is the potential value of social media for a company like ours? §  How should we scale it? §  How should we organise it across the organisation? §  Hangouts with leading experts within both social media and shipping §  Will be done by end 2012
  18. 18. Thank you!

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