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De kracht van Story of Maersk              The B2B Marketing webinars                               Line:                H...
Questions during or after this webinar?GoToWebinar “Chat” or “Ask aquestion”Tweet with #b2bnl tagTwitter: @spotonvision   ...
Speed Skype Sessions• Exclusively for you as our webinar participant• A Skype date of 10 minutes with a B2B  marketing exp...
POLL 1: Your knowledge about        Maersk Line             #b2bnl
5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ MaerskLine              Maersk Line     ...
Who is Maersk Line?       World’s largest shipping company – the        container shipping arm of the A.P. Moller –      ...
Why social media?       A closer relationship to               Employer branding        customers                       ...
Our target groups       Customers       Shipping                                 Employees        professionals, NGOs, ...
Our approach       Explorative & lean       Data-driven or intuition?       Not an add-on, but close        to business...
Global & local        Defining the levels of engagement        Local goes local on global        A global team of local...
How to go about it?                                                   A new center has formed:                           ...
Quantity vs. quality12               A webinar powered by spotONvision / #b2bnl
It’s communication, not marketing        Share engaging content        Take the time to interact        Take care of yo...
Poll 2: Your preferred social media platform14               A webinar powered by spotONvision / #b2bnl
Facebook
Facebook is about… volume and awareness                                Sharing news,                                 phot...
The House Rules     1.   English only     2.   No questions about shipments     3.   Nothing offensive     4.   No job app...
Twitter
Sharing the news with the industry19              A webinar powered by spotONvision / #b2bnl
Poll 3: Do you know Instagram?20             A webinar powered by spotONvision / #b2bnl
Instagram
In our CEO’s office…24             A webinar powered by spotONvision / #b2bnl
Google+
Can we just ignore it?    Good, solid functionalities    Press conference as Google+ Hangout    More quality interactio...
LinkedIn
The Shipping Circle    Discussions with shipping experts around the world    Bringing in external intelligence    Repor...
The rest
From backbone to newcomers30               A webinar powered by spotONvision / #b2bnl
How to measure success?        Enough is enough        Value beyond the numbers31                  A webinar powered by ...
Lessons learned – tips and tricks    Differentiate between the platforms    Think visual    Don’t pre-plan    Use data...
Any questions?Jessica Heres            Jonathan WichmannspotONvision             Maersk Line                #b2bnl        ...
Would you like to know more?  Speed Skype Sessions on 7th of June with a B2B expert  of spotONvision.  Send an email to in...
The B2B Story of Maersk – How to Engage with Customers Online
The B2B Story of Maersk – How to Engage with Customers Online
The B2B Story of Maersk – How to Engage with Customers Online
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The B2B Story of Maersk – How to Engage with Customers Online

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Creating online engagement in B2B marketing still has many challenges. Focus and investing time in your online presence is key. During this spotONvision webinar which took place on June 5th, Maersk Line presented their amazing story.

Shipping giant Maersk Line took up the engagement challenge and launched a Facebook page to establish more interaction with its B2B customers. With more than 248.000 likes on its Facebook page, Maersk Line built up huge online brand recognition via social media. Priceless. Especially when you realize that only one person within Maersk is responsible for this success in a part-time job.

Do you want to learn how Maersk Line created this engagement success story? View this presentation of Jonathan Wichmann – Communication Partner and Head of Social Media of Maerks Line. Any questions according to his presentation? Visit the blog page on our website (www.spotonvision.com), to look if your question has been answered in the Q&A, or send us an email at info@spotonvision.com.

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  • Focus? Data-driven or intuition? The answer: ‘Social creativity’ Explorative = lean Not an add-on, but close to business Insourcing, rather than agency Global + local
  • Focus? Data-driven or intuition? The answer: ‘Social creativity’ Explorative = lean Not an add-on, but close to business Insourcing, rather than agency Global + local
  • It’s visualIt’s volumeIt’s huge in Asia
  • It’s visualIt’s volumeIt’s huge in Asia
  • News-driven 5 posts per day Press
  • It’s visualIt’s volumeIt’s huge in Asia
  • Visual engagement and sharing on a global scale The visual side is the public side Accessible for non-industry people (outsiders) The wall
  • Can we overlook it? Good, solid functionalities Press conference as hangout
  • Can we overlook it? Good, solid functionalities Press conference as hangout
  • Transcript of "The B2B Story of Maersk – How to Engage with Customers Online"

    1. 1. De kracht van Story of Maersk The B2B Marketing webinars Line: How to Engage with Customers Online Today’s host: Jesica Heres Presenter: Jonathan Wichmann jessica@spotonvision.com jonathan.wichmann@maersk.com Founder & Organizer:www.spotONvision.com #b2bnl
    2. 2. Questions during or after this webinar?GoToWebinar “Chat” or “Ask aquestion”Tweet with #b2bnl tagTwitter: @spotonvision #b2bnl 2
    3. 3. Speed Skype Sessions• Exclusively for you as our webinar participant• A Skype date of 10 minutes with a B2B marketing expert from spotONvision• On Thursday 7th of June from 10-12 AM and from 2-4 PM• Send an email to: info@spotonvision.com to reserve your spot – Leave your Skype name and tell us your preferable time (morning/afternoon) #b2bnl
    4. 4. POLL 1: Your knowledge about Maersk Line #b2bnl
    5. 5. 5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ MaerskLine Maersk Line in social media
    6. 6. Who is Maersk Line?  World’s largest shipping company – the container shipping arm of the A.P. Moller – Maersk Group  25,000 employees, 125 countries, 325 offices, 600 container ships, 2,6 million containers  A rich history  From closed doors and secrecy to openness and customer-centric6
    7. 7. Why social media?  A closer relationship to  Employer branding customers  Easy-to-use and flexible  Product development tools for  Brand awareness Communication,  Customer loyalty Marketing, HR and Customer Service Main reason: “Getting closer to our customers”7 A webinar powered by spotONvision / #b2bnl
    8. 8. Our target groups  Customers  Shipping  Employees professionals, NGOs, ship  Potential employees ping press etc.  Management8 A webinar powered by spotONvision / #b2bnl
    9. 9. Our approach  Explorative & lean  Data-driven or intuition?  Not an add-on, but close to business  Insourcing rather than agency9 A webinar powered by spotONvision / #b2bnl
    10. 10. Global & local  Defining the levels of engagement  Local goes local on global  A global team of local (and certified) social media managers10 A webinar powered by spotONvision / #b2bnl
    11. 11. How to go about it?  A new center has formed: Google + Facebook  A strategy in sequences  From volume to high-level interaction11 red by spotONvision / #b2bnl
    12. 12. Quantity vs. quality12 A webinar powered by spotONvision / #b2bnl
    13. 13. It’s communication, not marketing  Share engaging content  Take the time to interact  Take care of your fans (be generous)13 A webinar powered by spotONvision / #b2bnl
    14. 14. Poll 2: Your preferred social media platform14 A webinar powered by spotONvision / #b2bnl
    15. 15. Facebook
    16. 16. Facebook is about… volume and awareness  Sharing news, photos, videos etc.  1 post per day  Interaction with fans  Use Facebook adverts16
    17. 17. The House Rules 1. English only 2. No questions about shipments 3. Nothing offensive 4. No job applications 5. Spamming not allowed17
    18. 18. Twitter
    19. 19. Sharing the news with the industry19 A webinar powered by spotONvision / #b2bnl
    20. 20. Poll 3: Do you know Instagram?20 A webinar powered by spotONvision / #b2bnl
    21. 21. Instagram
    22. 22. In our CEO’s office…24 A webinar powered by spotONvision / #b2bnl
    23. 23. Google+
    24. 24. Can we just ignore it?  Good, solid functionalities  Press conference as Google+ Hangout  More quality interactions26 A webinar powered by spotONvision / #b2bnl
    25. 25. LinkedIn
    26. 26. The Shipping Circle  Discussions with shipping experts around the world  Bringing in external intelligence  Reports set to inspire management decisions28 A webinar powered by spotONvision / #b2bnl
    27. 27. The rest
    28. 28. From backbone to newcomers30 A webinar powered by spotONvision / #b2bnl
    29. 29. How to measure success?  Enough is enough  Value beyond the numbers31 A webinar powered by spotONvision / #b2bnl
    30. 30. Lessons learned – tips and tricks  Differentiate between the platforms  Think visual  Don’t pre-plan  Use data the right way  Keep it simple, don’t over-think it  Find your tone-of-voice  Monitor  Engage the organisation  Listen32 A webinar powered by spotONvision / #b2bnl
    31. 31. Any questions?Jessica Heres Jonathan WichmannspotONvision Maersk Line #b2bnl 33
    32. 32. Would you like to know more? Speed Skype Sessions on 7th of June with a B2B expert of spotONvision. Send an email to info@spotonvision with your Skype name and preferred time (morning/afternoon). @spotONvision @b2bmktforum @MaerskLine LinkedIn groups: B2B Marketing Forum, en Passion for B2B Marketing #b2bnl 34
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