Maersk Line in social media: Social Media Week 2012 in London
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Maersk Line in social media: Social Media Week 2012 in London

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Slides from presentation held at The Facebook Hub in London, on 25 September 2012. View a video recording of the presentation here: https://vimeo.com/50467616

Slides from presentation held at The Facebook Hub in London, on 25 September 2012. View a video recording of the presentation here: https://vimeo.com/50467616

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    Maersk Line in social media: Social Media Week 2012 in London Maersk Line in social media: Social Media Week 2012 in London Presentation Transcript

    • Maersk Line in social media 25 September 2012 / Social Media Week, London / @JonathanWich
    • 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 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
    • 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”
    • How to go about it? §  A new center has formed: Google + Facebook §  Communication, not marketing §  9 platforms with 9 different purposes §  “Free-spirited” 5
    • “Facebook?! You better be kidding!?!?”
    • Not really…
    • 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
    • … 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
    • Most popular + best like-share ratio 10
    • ^ Sharing the news with the industry and our employees
    • Instagram 12 §  e rise and wall of #maersk
    • e Shipping Circle 13 §  Discussions with shipping experts around the world §  Bringing in external intelligence §  Reports set to inspire management decisions
    • From backbone to newcomers 14
    • 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
    • Maersk Line Social §  Adding depth and storytelling, ensuring high-quali engagement §  Content not owned by 3rd par platforms
    • 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
    • Thank you!