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Maersk Line - In Social Media
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Maersk Line - In Social Media

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Thank you again for these insights! See the social customer case study of Maersk. …

Thank you again for these insights! See the social customer case study of Maersk.

More http://tinyurl.com/emeasocial
Video http://ow.ly/e26O7

Published in: Business, News & Politics

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  • 1. 25 September 2012 / Social Media Week, London / @JonathanWich Maersk Line in social media
  • 2. Who is Maersk Line? §  World’s largest shipping company §  25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers        2
  • 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 agency3
  • 4. 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”
  • 5. How to go about it? §  A new center has formed: Google + Facebook §  Communication, not marketing §  9 platforms with 9 different purposes §  “Free-spirited”5
  • 6. “Facebook?! You better be kidding!?!?”
  • 7. Not really…
  • 8. Continuous growth 400k NO. OF FANS 300k 200k 100k 0k Nov 11 Dec 11 Jan 12 Feb 12 Mar12 Apr 12 May 12 Jun 12 Jul 12 Aug 12
  • 9. … 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
  • 10. Most popular + best like-share ratio10
  • 11. Sharing the news with the industry ^ and our employees
  • 12. Instagram §  e rise and wall of #maersk12
  • 13. e Shipping Circle §  Discussions with shipping experts around the world §  Bringing in external intelligence §  Reports set to inspire management decisions13
  • 14. From backbone to newcomers14
  • 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 time15
  • 16. 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 201217
  • 18. Thank you!