Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.

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The slidedeck from my presentation at Webbstrategidagarna in Stockholm on 21 November 2013.

In the presentation I went from talking about Maersk Line, tried to condense the case into 10 rules/commandments, and finally talked about some other trends revolving around my new job at Wibroe, Duckert & Partners.

Published in: Social Media, Business, Technology

Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.

  1. 1. MAERSK LINE IN SOCIAL MEDIA (and more) Webbstrategidagarna / 21.11.2013 @JonathanWich / jonathanwichmann.com
  2. 2. Who is Maersk Line? •  World’s largest shipping company •  600 container ships & 2.2 million containers •  150 countries, 325 offices & 25,000 employees •  Yearly revenue of 27 billion USD
  3. 3. Before we got started •  Listening phase for 2-3 years •  The communications department •  Not an add-on, but close to business •  Insourcing rather than agency
  4. 4. Watch video: http://goo.gl/HufjM8
  5. 5. THE NEXT STEP: Unlocking the full potential of social media
  6. 6. Dollar signs and tears •  From singular to complex •  “Detrimental not to adapt” •  “Getting the culture on board” •  Let’s look ahead
  7. 7. Hanging out with McKinsey 1.  Communication 2.  Customer service 3.  Sales 4.  Internal usage
  8. 8. Communication: The official accounts •  Look, it’s a mirror! •  Humanisation and influence •  Corporate media •  Don’t manufacture •  It’s like jazz •  Lean is fun
  9. 9. Watch video: http://goo.gl/ZSIEMl
  10. 10. Mapping the platforms Facebook Pinterest Twitter Flickr Instagram YouTube Least corporate Google+ LinkedIn Tumblr Vimeo Most corporate
  11. 11. Chatter LinkedIn (customer invite) Google+ (groups) EXPERTS CUSTOMERS Facebook (local) Twitter LinkedIn (news, products) Tumblr FANS YouTube Maersk Line Social Vimeo Flickr EMPLOYEES Instagram Pinterest Facebook (global) Chatter
  12. 12. §1 IT’S A BUSINESS TOOL
  13. 13. §2 IT’S COMMUNICATION, NOT MARKETING
  14. 14. §3 TELL STORIES
  15. 15. §4 INSOURCE IT
  16. 16. §5 IMPROVISE AND EXPLORE
  17. 17. §6 USE DATA
  18. 18. §7 INVOLVE YOUR COLLEAGUES
  19. 19. §8 BE HONEST AND TRANSPARENT
  20. 20. §9 BE DIFFERENT
  21. 21. §10 BE BRAVE (BUT NOT STUPID)
  22. 22. Vatican Square, 2005
  23. 23. Vatican Square, 2013
  24. 24. Youtility – “why smart marketing is about help, not hype” •  The concept of ”Youtility” is chainging the way marketers think. It’s about developing valuable relationships between brands and consumers by sharing content that’s helpful, relevant and sharable. •  Wibroe, Duckert & Partners have entered a collaboration with the New York Times-best selling author Jay Baer who wrote the book (and coined the concept) “Youtility”.
  25. 25. Watch video on http://www.youtilitybook.com/
  26. 26. New Marketing •  Marketing is not dead, but the rules of marketing have changed. •  Business strategic creative solutions. •  Supporting cross-functional business needs and goals. •  Data-driven and relevant. •  “We are creative business partners, not an advertising agency.”
  27. 27. THE END @JonathanWich / jonathanwichmann.com

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