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THE NEXT STEP:
Unlocking the
full potential
of social media
BY JONATHAN WICHMANN / @JONATHANWICH
Dollar signs and tears
•  From singular to complex
•  “Detrimental not to adapt”
•  “Getting the culture on board”
•  Let’s look ahead
Dollar signs and tears
•  Facebook: A ROI of >1500%
•  Twitter: Worth $ 1 million?
Dollar signs and tears
•    e Clara Maersk story
•  “Tears rolling down my cheeks”
Hanging out with McKinsey
•  10 areas where it can add value
•  Biggest potential in enterprise collaboration
•  20-25% productivi    improvement
Hanging out with McKinsey
1.  Communication
2.  Customer service
3.  Sales
4.  Internal usage
Communication:             e official accounts
•  Look, it’s a mirror!
•  Humanisation and influence
•  Corporate media
Communication:         e official accounts
•  Don’t manufacture
•  It’s like jazz
•  Lean is fun
Mapping the platforms



 Pinterest      Facebook        Twi er               Google+   LinkedIn
      Instagram       YouTube     Flickr   Tumblr Vimeo

  Least                                                           Most
corporate                                                       corporate
Cha er
   LinkedIn        Google+                                   (customer invite)
    (groups)
          Experts                                Customers
                                                       Facebook
                                                                (local)
                                        Twi er              LinkedIn
                                                          (news, products)


                                        Maersk Line Social
                             Tumblr     Flickr          Vimeo
                       YouTube
               Fans                              Employees
               Instagram
Pinterest                  Facebook                             Cha er
                             (global)
Defining the platforms
•  Facebook: All-Star Team
•  Twitter: News and interactions
•  LinkedIn: Customers collaboration
•  Google+: Business and leadership
•  Instagram: Equipment
•  Pinterest: Locations
Customer Service: Listen and respond
•  Efficiency gains
•  Other gains
•  1-2-3 social service solutions
•    e value of not responding
Sales: Empowering our thought leaders
•  Teaching where our customers learn
•  Making use of the network
•  Expertise, trust and pull
Sales: Empowering our thought leaders
•  Training and guidelines
•  Generating quali    content
•  Social selling
•  It’s not just for Sales Reps
Internal usage: Unlocking the full potential
•    20-25% productivi gain for
     knowledge workers
•    Getting rid of the time wasted on
     emails and meetings
•    Inspire – not pray nor pressure
•      e compelling purpose
Internal usage: Unlocking the full potential
•    A cultural journey
•    From ‘me’ to ‘we’
•    Passion, not money or power
THANK YOU

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Maersk Line: Unlocking the full potential of social media

  • 1. THE NEXT STEP: Unlocking the full potential of social media BY JONATHAN WICHMANN / @JONATHANWICH
  • 2. Dollar signs and tears •  From singular to complex •  “Detrimental not to adapt” •  “Getting the culture on board” •  Let’s look ahead
  • 3. Dollar signs and tears •  Facebook: A ROI of >1500% •  Twitter: Worth $ 1 million?
  • 4. Dollar signs and tears •  e Clara Maersk story •  “Tears rolling down my cheeks”
  • 5. Hanging out with McKinsey •  10 areas where it can add value •  Biggest potential in enterprise collaboration •  20-25% productivi improvement
  • 6. Hanging out with McKinsey 1.  Communication 2.  Customer service 3.  Sales 4.  Internal usage
  • 7. Communication: e official accounts •  Look, it’s a mirror! •  Humanisation and influence •  Corporate media
  • 8. Communication: e official accounts •  Don’t manufacture •  It’s like jazz •  Lean is fun
  • 9. Mapping the platforms Pinterest Facebook Twi er Google+ LinkedIn Instagram YouTube Flickr Tumblr Vimeo Least Most corporate corporate
  • 10. Cha er LinkedIn Google+ (customer invite) (groups) Experts Customers Facebook (local) Twi er LinkedIn (news, products) Maersk Line Social Tumblr Flickr Vimeo YouTube Fans Employees Instagram Pinterest Facebook Cha er (global)
  • 11. Defining the platforms •  Facebook: All-Star Team •  Twitter: News and interactions •  LinkedIn: Customers collaboration •  Google+: Business and leadership •  Instagram: Equipment •  Pinterest: Locations
  • 12. Customer Service: Listen and respond •  Efficiency gains •  Other gains •  1-2-3 social service solutions •  e value of not responding
  • 13. Sales: Empowering our thought leaders •  Teaching where our customers learn •  Making use of the network •  Expertise, trust and pull
  • 14. Sales: Empowering our thought leaders •  Training and guidelines •  Generating quali content •  Social selling •  It’s not just for Sales Reps
  • 15. Internal usage: Unlocking the full potential •  20-25% productivi gain for knowledge workers •  Getting rid of the time wasted on emails and meetings •  Inspire – not pray nor pressure •  e compelling purpose
  • 16. Internal usage: Unlocking the full potential •  A cultural journey •  From ‘me’ to ‘we’ •  Passion, not money or power

Editor's Notes

  1. So a lot of things have gone ‘right’ the first year and a half, we thinkLast summer: what is the business value? Because that question would be raised sooner or later – no matter how little money you spend on itSo do a study so we get it right. I felt a value there for CS at least, but I didn’t know.Does it add any value? Should we skip it?