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5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk Line




               Maersk Line
               in social media
Who is Maersk Line?
    §             World’s largest shipping company – the container
                   arm of the A.P. Moller – Maersk Group
    §             25,000 employees, 150 countries, 325 offices, 600
                   container ships, 2,2 million containers
    §             A rich history
    §             From closed doors and secrecy to openness and
                   customer-centric

2   	
  
    	
  	
  	
  
Why social media?
    §    A closer relationship to   §    Employer branding
          customers                  §    Easy-to-use and flexible
    §    Product development              tools for Communication,
    §    Brand awareness                  Marketing, HR and
    §    Customer loyal                   Customer Service




3                                    #b2bnl
Our target groups
    §    Customers                     §     Employees
    §    Shipping professionals,       §     Potential employees
          NGOs, shipping press etc.     §     Management




4                                     #b2bnl
Our approach
    §    Explorative & lean
    §    Data-driven or intuition?
    §    Not an add-on, but close to
          business
    §    Insourcing rather than
          agency




5                                       #b2bnl
Global vs. local
    §    Defining the levels of engagement
    §    Local goes local on global
    §    A global team of local (and certified) social media managers




6                                     #b2bnl
How to go about it?

                                   §    A new center has formed:
                                         Google + Facebook
                                   §    A strategy in sequences
                                   §    From volume to high-level
                                         interaction




7                         #b2bnl
Quanti vs. quali




8                      #b2bnl
It’s communication, not marketing
     §    Share engaging content
     §    Take the time to interact
     §    Take care of your fans




9                                      #b2bnl
Facebook
Facebook is about… volume and awareness


                                 §             Sharing news,
                                                photos, videos etc.
                                 §             1 post per day
                                 §             Interaction with fans
                                 §             Use Facebook
                                                adverts	
  
                                 	
  	
  	
  




11
e House Rules

     1.    English only
     2.    No questions about shipments
     3.    Nothing offensive
     4.    No job applications
     5.    Spamming not allowed




12
Twitter
Sharing the news with the industry
Instagram
In our CEO’s office…




18
Google+
Can we just ignore it?
 §    Good, solid functionalities
 §    Press conference as Google+ Hangout
 §    More quali interactions




20
LinkedIn
e Shipping Circle
 §    Discussions with shipping experts around the world
 §    Bringing in external intelligence
 §    Reports set to inspire management decisions




22
The rest
From backbone
 to newcomers




24
How to measure success?
     §    Enough is enough
     §    Value beyond the numbers




25                                    #b2bnl
Lessons learned – tips and tricks

 §    Differentiate between the platforms
 §       ink visual
 §    Don’t pre-plan
 §    Keep it simple, don’t over-think it
 §    Find your tone-of-voice
 §    Monitor
 §    Engage the organisation
 §    Listen




26
Q&A
Thank you!

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Maersk Line in social media: spotONvision webinar June 2012

  • 1. 5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk Line Maersk Line in social media
  • 2. Who is Maersk Line? §  World’s largest shipping company – the container arm of the A.P. Moller – Maersk Group §  25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers §  A rich history §  From closed doors and secrecy to openness and customer-centric 2        
  • 3. Why social media? §  A closer relationship to §  Employer branding customers §  Easy-to-use and flexible §  Product development tools for Communication, §  Brand awareness Marketing, HR and §  Customer loyal Customer Service 3 #b2bnl
  • 4. Our target groups §  Customers §  Employees §  Shipping professionals, §  Potential employees NGOs, shipping press etc. §  Management 4 #b2bnl
  • 5. Our approach §  Explorative & lean §  Data-driven or intuition? §  Not an add-on, but close to business §  Insourcing rather than agency 5 #b2bnl
  • 6. Global vs. local §  Defining the levels of engagement §  Local goes local on global §  A global team of local (and certified) social media managers 6 #b2bnl
  • 7. How to go about it? §  A new center has formed: Google + Facebook §  A strategy in sequences §  From volume to high-level interaction 7 #b2bnl
  • 9. It’s communication, not marketing §  Share engaging content §  Take the time to interact §  Take care of your fans 9 #b2bnl
  • 11. Facebook is about… volume and awareness §  Sharing news, photos, videos etc. §  1 post per day §  Interaction with fans §  Use Facebook adverts         11
  • 12. e House Rules 1.  English only 2.  No questions about shipments 3.  Nothing offensive 4.  No job applications 5.  Spamming not allowed 12
  • 14. Sharing the news with the industry
  • 16.
  • 17.
  • 18. In our CEO’s office… 18
  • 20. Can we just ignore it? §  Good, solid functionalities §  Press conference as Google+ Hangout §  More quali interactions 20
  • 22. e Shipping Circle §  Discussions with shipping experts around the world §  Bringing in external intelligence §  Reports set to inspire management decisions 22
  • 24. From backbone to newcomers 24
  • 25. How to measure success? §  Enough is enough §  Value beyond the numbers 25 #b2bnl
  • 26. Lessons learned – tips and tricks §  Differentiate between the platforms §  ink visual §  Don’t pre-plan §  Keep it simple, don’t over-think it §  Find your tone-of-voice §  Monitor §  Engage the organisation §  Listen 26
  • 27. Q&A