Maersk Line in social media: spotONvision webinar June 2012
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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.

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 Maersk Line in social media: spotONvision webinar June 2012 Presentation Transcript

  • 5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk Line Maersk Line in social media
  • 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        
  • 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
  • Our target groups §  Customers §  Employees §  Shipping professionals, §  Potential employees NGOs, shipping press etc. §  Management4 #b2bnl
  • Our approach §  Explorative & lean §  Data-driven or intuition? §  Not an add-on, but close to business §  Insourcing rather than agency5 #b2bnl
  • Global vs. local §  Defining the levels of engagement §  Local goes local on global §  A global team of local (and certified) social media managers6 #b2bnl
  • How to go about it? §  A new center has formed: Google + Facebook §  A strategy in sequences §  From volume to high-level interaction7 #b2bnl
  • Quanti vs. quali8 #b2bnl
  • It’s communication, not marketing §  Share engaging content §  Take the time to interact §  Take care of your fans9 #b2bnl
  • Facebook
  • Facebook is about… volume and awareness §  Sharing news, photos, videos etc. §  1 post per day §  Interaction with fans §  Use Facebook adverts        11
  • e House Rules 1.  English only 2.  No questions about shipments 3.  Nothing offensive 4.  No job applications 5.  Spamming not allowed12
  • Twitter
  • Sharing the news with the industry
  • Instagram
  • In our CEO’s office…18
  • Google+
  • Can we just ignore it? §  Good, solid functionalities §  Press conference as Google+ Hangout §  More quali interactions20
  • LinkedIn
  • e Shipping Circle §  Discussions with shipping experts around the world §  Bringing in external intelligence §  Reports set to inspire management decisions22
  • The rest
  • From backbone to newcomers24
  • How to measure success? §  Enough is enough §  Value beyond the numbers25 #b2bnl
  • 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
  • Q&A
  • Thank you!