maersk line in social media: european digital awards sep 2012
DESCRIPTION
Presentation held at the European Digital Communication Awards on 14 September 2012.TRANSCRIPT
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Maersk Line in social media
14 September 2012 / European Digital Awards / @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
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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”
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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!?!?”
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Not really…
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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
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… 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
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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
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!e Shipping Circle
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§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions
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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
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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
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Thank you!