Maersk Line is the world's largest shipping company with over 25,000 employees operating globally. They began using social media like Facebook and Instagram to increase their brand awareness, engage customers, and gain customer insights. They started by listening for 2-3 years before creating social media profiles. Now they have over 400,000 Facebook fans and their posts regularly receive high engagement levels. Their social media presence helps them share industry news with employees and customers. They are continuing to expand their use of social media across the global organization and are conducting a study to determine how to further scale and organize their social media efforts.

1. Maersk Line
in social media
14 September 2012 / European Digital Awards / @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

6. “Facebook?! You better be kidding!?!?”

7. Not really…

8. Continuous growth
0k
Nov 11
NO. OF FANS
100k
200k
300k
400k
Dec 11 Jan 12 Feb 12 Mar12 Apr 12 May 12 Jun 12 Jul 12 Aug 12

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

10. Most popular + best like-share ratio
10

11. ^
Sharing the news with the industry
and our employees

12. Instagram
12
§ e rise and wall of #maersk

13. e Shipping Circle
13
§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions

14. From backbone
to newcomers
14

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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

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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

18. Thank you!