SlideShare a Scribd company logo
MAERSK LINE
IN SOCIAL MEDIA (and more)
Webbstrategidagarna / 21.11.2013
@JonathanWich

/ jonathanwichmann.com
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
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
Watch video: http://goo.gl/HufjM8
THE NEXT STEP:

Unlocking the
full potential
of social media
Dollar signs and tears
•  From singular to complex
•  “Detrimental not to adapt”
•  “Getting the culture on board”
•  Let’s look ahead
Hanging out with McKinsey
1.  Communication
2.  Customer service
3.  Sales
4.  Internal usage
Communication: The official accounts
•  Look, it’s a mirror!
•  Humanisation and influence
•  Corporate media
•  Don’t manufacture
•  It’s like jazz
•  Lean is fun
Watch video: http://goo.gl/ZSIEMl
Mapping the platforms

Facebook
Pinterest
Twitter
Flickr
Instagram
YouTube

Least
corporate

Google+ LinkedIn
Tumblr Vimeo

Most
corporate
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
§1 IT’S A BUSINESS TOOL
§2 IT’S COMMUNICATION,
NOT MARKETING
§3 TELL STORIES
§4 INSOURCE IT
§5 IMPROVISE AND
EXPLORE
§6 USE DATA
§7 INVOLVE YOUR
COLLEAGUES
§8 BE HONEST
AND TRANSPARENT
§9 BE DIFFERENT
§10 BE BRAVE
(BUT NOT STUPID)
Vatican Square, 2005
Vatican Square, 2013
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”.
Watch video on http://www.youtilitybook.com/
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.”
THE END
@JonathanWich
/ jonathanwichmann.com

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