Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
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Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.

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The slidedeck from my presentation at Webbstrategidagarna in Stockholm on 21 November 2013. ...

The slidedeck from my presentation at Webbstrategidagarna in Stockholm on 21 November 2013.

In the presentation I went from talking about Maersk Line, tried to condense the case into 10 rules/commandments, and finally talked about some other trends revolving around my new job at Wibroe, Duckert & Partners.

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Maersk Line in social media (and more). Webbstrategidagarna, Nov 13. Maersk Line in social media (and more). Webbstrategidagarna, Nov 13. Presentation Transcript

  • MAERSK LINE IN SOCIAL MEDIA (and more) Webbstrategidagarna / 21.11.2013 @JonathanWich / jonathanwichmann.com
  • Who is Maersk Line? •  World’s largest shipping company •  600 container ships & 2.2 million containers •  150 countries, 325 offices & 25,000 employees •  Yearly revenue of 27 billion USD
  • Before we got started •  Listening phase for 2-3 years •  The communications department •  Not an add-on, but close to business •  Insourcing rather than agency
  • Watch video: http://goo.gl/HufjM8
  • THE NEXT STEP: Unlocking the full potential of social media
  • Dollar signs and tears •  From singular to complex •  “Detrimental not to adapt” •  “Getting the culture on board” •  Let’s look ahead
  • Hanging out with McKinsey 1.  Communication 2.  Customer service 3.  Sales 4.  Internal usage
  • Communication: The official accounts •  Look, it’s a mirror! •  Humanisation and influence •  Corporate media •  Don’t manufacture •  It’s like jazz •  Lean is fun
  • Watch video: http://goo.gl/ZSIEMl
  • Mapping the platforms Facebook Pinterest Twitter Flickr Instagram YouTube Least corporate Google+ LinkedIn Tumblr Vimeo Most corporate
  • Chatter LinkedIn (customer invite) Google+ (groups) EXPERTS CUSTOMERS Facebook (local) Twitter LinkedIn (news, products) Tumblr FANS YouTube Maersk Line Social Vimeo Flickr EMPLOYEES Instagram Pinterest Facebook (global) Chatter
  • §1 IT’S A BUSINESS TOOL
  • §2 IT’S COMMUNICATION, NOT MARKETING
  • §3 TELL STORIES
  • §4 INSOURCE IT
  • §5 IMPROVISE AND EXPLORE
  • §6 USE DATA
  • §7 INVOLVE YOUR COLLEAGUES
  • §8 BE HONEST AND TRANSPARENT
  • §9 BE DIFFERENT
  • §10 BE BRAVE (BUT NOT STUPID)
  • Vatican Square, 2005
  • Vatican Square, 2013
  • Youtility – “why smart marketing is about help, not hype” •  The concept of ”Youtility” is chainging the way marketers think. It’s about developing valuable relationships between brands and consumers by sharing content that’s helpful, relevant and sharable. •  Wibroe, Duckert & Partners have entered a collaboration with the New York Times-best selling author Jay Baer who wrote the book (and coined the concept) “Youtility”.
  • Watch video on http://www.youtilitybook.com/
  • New Marketing •  Marketing is not dead, but the rules of marketing have changed. •  Business strategic creative solutions. •  Supporting cross-functional business needs and goals. •  Data-driven and relevant. •  “We are creative business partners, not an advertising agency.”
  • THE END @JonathanWich / jonathanwichmann.com