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The slidedeck from a spotONvision webinar about Maersk Line's social media programme. It was held on 5 June 2012.
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Maersk Line in social media
5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk Line
Who is Maersk Line?
§ World’s largest shipping company – the container arm of the A.P. Moller – Maersk Group
§ 25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers
§ A rich history
§ From closed doors and secrecy to openness and customer-centric
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Why social media?
§ A closer relationship to customers
§ Product development § Brand awareness § Customer loyal"
§ Employer branding § Easy-to-use and flexible
tools for Communication, Marketing, HR and Customer Service
#b2bnl
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Our target groups
§ Customers § Shipping professionals,
NGOs, shipping press etc.
§ Employees § Potential employees § Management
#b2bnl
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§ Explorative & lean § Data-driven or intuition? § Not an add-on, but close to
business § Insourcing rather than
agency
Our approach
#b2bnl
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Global vs. local
§ Defining the levels of engagement § Local goes local on global § A global team of local (and certified) social media managers
#b2bnl
How to go about it?
§ A new center has formed: Google + Facebook
§ A strategy in sequences § From volume to high-level
interaction
7 #b2bnl
Quanti! vs. quali!
8 #b2bnl
It’s communication, not marketing
9 #b2bnl
§ Share engaging content § Take the time to interact § Take care of your fans
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Facebook is about… volume and awareness
§ Sharing news, photos, videos etc.
§ 1 post per day § Interaction with fans § Use Facebook
adverts
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"e House Rules
1. English only 2. No questions about shipments 3. Nothing offensive 4. No job applications 5. Spamming not allowed
Sharing the news with the industry
In our CEO’s office…
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Google+
Can we just ignore it?
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§ Good, solid functionalities
§ Press conference as Google+ Hangout
§ More quali" interactions
"e Shipping Circle
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§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions
The rest
From backbone to newcomers
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How to measure success?
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§ Enough is enough
§ Value beyond the numbers
#b2bnl
Lessons learned – tips and tricks
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§ Differentiate between the platforms § $ink visual § Don’t pre-plan § Keep it simple, don’t over-think it § Find your tone-of-voice § Monitor § Engage the organisation § Listen
Q&A
Thank you!
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