Slides from presentation held at The Facebook Hub in London, on 25 September 2012. View a video recording of the presentation here: https://vimeo.com/50467616
NewBase 19 April 2024 Energy News issue - 1717 by Khaled Al Awadi.pdf
Maersk Line in social media: Social Media Week 2012 in London
1. Maersk Line
in social media
25 September 2012 / Social Media Week, London / @JonathanWich
2. 2
Who is Maersk Line?
§ World’s largest shipping
company
§ 25,000 employees, 150
countries, 325 offices, 600
container ships, 2,2 million
containers
3. 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 agency
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
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
13. e Shipping Circle
13
§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions
15. 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 time
16. Maersk Line Social
§ Adding depth and storytelling, ensuring high-quali engagement
§ Content not owned by 3rd par platforms
17. 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 2012