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Maersk Line: Unlocking the full potential of social media
 

Maersk Line: Unlocking the full potential of social media

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Watch the presentation from SMW in Copenhagen, on 18 Feb 2013, here:

Watch the presentation from SMW in Copenhagen, on 18 Feb 2013, here:

http://new.livestream.com/smwcopenhagen/events/1885537

Follow me on Twitter: @JonathanWich

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  • So a lot of things have gone ‘right’ the first year and a half, we thinkLast summer: what is the business value? Because that question would be raised sooner or later – no matter how little money you spend on itSo do a study so we get it right. I felt a value there for CS at least, but I didn’t know.Does it add any value? Should we skip it?

Maersk Line: Unlocking the full potential of social media Maersk Line: Unlocking the full potential of social media Presentation Transcript

  • THE NEXT STEP:Unlocking thefull potentialof social mediaBY JONATHAN WICHMANN / @JONATHANWICH
  • Dollar signs and tears•  From singular to complex•  “Detrimental not to adapt”•  “Getting the culture on board”•  Let’s look ahead
  • Dollar signs and tears•  Facebook: A ROI of >1500%•  Twitter: Worth $ 1 million?
  • Dollar signs and tears•  e Clara Maersk story•  “Tears rolling down my cheeks”
  • Hanging out with McKinsey•  10 areas where it can add value•  Biggest potential in enterprise collaboration•  20-25% productivi improvement
  • Hanging out with McKinsey1.  Communication2.  Customer service3.  Sales4.  Internal usage
  • Communication: e official accounts•  Look, it’s a mirror!•  Humanisation and influence•  Corporate media
  • Communication: e official accounts•  Don’t manufacture•  It’s like jazz•  Lean is fun
  • Mapping the platforms Pinterest Facebook Twi er Google+ LinkedIn Instagram YouTube Flickr Tumblr Vimeo Least Mostcorporate corporate
  • Cha er LinkedIn Google+ (customer invite) (groups) Experts Customers Facebook (local) Twi er LinkedIn (news, products) Maersk Line Social Tumblr Flickr Vimeo YouTube Fans Employees InstagramPinterest Facebook Cha er (global)
  • Defining the platforms•  Facebook: All-Star Team•  Twitter: News and interactions•  LinkedIn: Customers collaboration•  Google+: Business and leadership•  Instagram: Equipment•  Pinterest: Locations
  • Customer Service: Listen and respond•  Efficiency gains•  Other gains•  1-2-3 social service solutions•  e value of not responding
  • Sales: Empowering our thought leaders•  Teaching where our customers learn•  Making use of the network•  Expertise, trust and pull
  • Sales: Empowering our thought leaders•  Training and guidelines•  Generating quali content•  Social selling•  It’s not just for Sales Reps
  • Internal usage: Unlocking the full potential•  20-25% productivi gain for knowledge workers•  Getting rid of the time wasted on emails and meetings•  Inspire – not pray nor pressure•  e compelling purpose
  • Internal usage: Unlocking the full potential•  A cultural journey•  From ‘me’ to ‘we’•  Passion, not money or power
  • THANK YOU