Maersk Line in social media: spotONvision webinar June 2012

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The slidedeck from a spotONvision webinar about Maersk Line's social media programme. It was held on 5 June 2012.

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Maersk Line in social media: spotONvision webinar June 2012

  1. 1. 5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk Line Maersk Line in social media
  2. 2. Who is Maersk Line? §  World’s largest shipping company – the container arm of the A.P. Moller – Maersk Group §  25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers §  A rich history §  From closed doors and secrecy to openness and customer-centric2        
  3. 3. Why social media? §  A closer relationship to §  Employer branding customers §  Easy-to-use and flexible §  Product development tools for Communication, §  Brand awareness Marketing, HR and §  Customer loyal Customer Service3 #b2bnl
  4. 4. Our target groups §  Customers §  Employees §  Shipping professionals, §  Potential employees NGOs, shipping press etc. §  Management4 #b2bnl
  5. 5. Our approach §  Explorative & lean §  Data-driven or intuition? §  Not an add-on, but close to business §  Insourcing rather than agency5 #b2bnl
  6. 6. Global vs. local §  Defining the levels of engagement §  Local goes local on global §  A global team of local (and certified) social media managers6 #b2bnl
  7. 7. How to go about it? §  A new center has formed: Google + Facebook §  A strategy in sequences §  From volume to high-level interaction7 #b2bnl
  8. 8. Quanti vs. quali8 #b2bnl
  9. 9. It’s communication, not marketing §  Share engaging content §  Take the time to interact §  Take care of your fans9 #b2bnl
  10. 10. Facebook
  11. 11. Facebook is about… volume and awareness §  Sharing news, photos, videos etc. §  1 post per day §  Interaction with fans §  Use Facebook adverts        11
  12. 12. e House Rules 1.  English only 2.  No questions about shipments 3.  Nothing offensive 4.  No job applications 5.  Spamming not allowed12
  13. 13. Twitter
  14. 14. Sharing the news with the industry
  15. 15. Instagram
  16. 16. In our CEO’s office…18
  17. 17. Google+
  18. 18. Can we just ignore it? §  Good, solid functionalities §  Press conference as Google+ Hangout §  More quali interactions20
  19. 19. LinkedIn
  20. 20. e Shipping Circle §  Discussions with shipping experts around the world §  Bringing in external intelligence §  Reports set to inspire management decisions22
  21. 21. The rest
  22. 22. From backbone to newcomers24
  23. 23. How to measure success? §  Enough is enough §  Value beyond the numbers25 #b2bnl
  24. 24. Lessons learned – tips and tricks §  Differentiate between the platforms §  ink visual §  Don’t pre-plan §  Keep it simple, don’t over-think it §  Find your tone-of-voice §  Monitor §  Engage the organisation §  Listen26
  25. 25. Q&A
  26. 26. Thank you!

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