jonathan wichmann
TRANSCRIPT
Maersk Line in social media
25 September 2012 / Social Media Week, London / @JonathanWich
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Who is Maersk Line? § World’s largest shipping
company
§ 25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers
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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
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”
How to go about it?
§ A new center has formed: Google + Facebook
§ Communication, not marketing
§ 9 platforms with 9 different purposes
§ “Free-spirited”
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“Facebook?! You better be kidding!?!?”
Not really…
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
… 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
Most popular + best like-share ratio
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^ Sharing the news with the industry
and our employees
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§ "e rise and wall of #maersk
!e Shipping Circle
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§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions
From backbone to newcomers
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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
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
Thank you!