maersk line using social media among b2b companies
TRANSCRIPT
MaerskLine:B2BSocialMedia
EmilyBoyd,SelinEllibes,KiwiHuang,LiliaLi,WendySun,SylviaWang
AGENDA
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RemarkableSuccess
StrategyEvalua8on
Compe8tors’reac8on
FutureChallenges
Nextsteps
MaerskLinehasaYouTubechannel,whichaimstoconsolidateeverythingacrossbusinessunitsofthewholeGroup
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
KeyDriversofSuccess:NumberofPlaPorms
Numberofpla=orms
Numberoffollowers
Ac8venessoffollowers
KeyDriversofSuccess:NumberofFollowers
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
1,062,000
1,300,000
1,000,000 1,000,000
4,500 11,000
MaerskLine
Carlsberg Nissan Visa MSC CMACGM
Followers
TotalFollowersonFacebook,TwiCerandInstagram
NumberofplaPorms
Numberoffollowers
Ac8venessoffollowers
>1,100,000Likes
TwiVer
>81,000Followers
>48,000Followers
>24,000Followers
KeyDriversofSuccess:NumberofFollowers
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
NumberofplaPorms
Numberoffollowers
Ac8venessoffollowers
• Likes• Shares(x2)• Comments(x4)
KeyDriversofSuccess:Ac8venessofFollowers
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
NumberofplaPorms
Numberoffollowers
AcLvenessoffollowers
Largestcontainershippingcompany
Cleargoalandmission Strategy
Popularityofsocialmedia
• Lotsofcustomersandemployees
• Goodbrandawareness
Total8mespent:Increased37%from2011to2012
GetclosertocustomersCommunica8on,customerservice,sales,internalusage
ReasonsofSuccess
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Segmentaudience
ClassifyplaPorms
Show“whoyouare”
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
HowMaerskLineexecutedonsocialmedia?
Segment audience
Classify plaPorms
Show “whoyouare”
Fans Buildcorporateimage
Customers Raiseawareness
Employees Strengtheninternalconnec8on
Experts Gainprofessionalcomments
Segmentaudienceintofourgroups
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
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RankplaPormsfromleasttomost“corporate”
Segment audience
Classify pla=orms
Show “whoyouare”
Least Corporate
Most Corporate
PinterestFacebookTwiVerGoogle+LinkedIn InstagramYouTubeFlickrTumblrVimeo
TargetdifferentfollowerswithdifferentplaPorms
Usedifferentstylestocommunicatewithfollowers
ClassifyplaPormstotargetdifferentaudience
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Experts Customers
Employees Fans
LinkedIn (groups)
Google+
TwiVer
ChaVer (customerinvite)
Facebook (local)
LinkedIn (news,products)
Pinterest Instagram
Facebook (global)
YouTube Tumblr MaerskLineSocial
Flickr Vimeo
ChaVer
Segment audience
Classify pla=orms
Show “whoyouare”
ClassifyplaPormstotargetdifferentaudience
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Segment audience
Classify plaPorms
Show “whoyouare”
Show“whoyouare”onsocialmediaplaPorms
Regularwork:ShowfantasLcscenery
RoVerdam Southampton
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Segment audience
Classify plaPorms
Show “whoyouare”
Show“whoyouare”onsocialmediaplaPorms
NegaLvestories:Faceproblemshonestly
Incident:Whalestrike Improvement:Slowdown
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Compe8torsAnalysis:MarketShare
COMPANY MARKETSHAREAPM-Maersk 15.2%MediterraneanShgCo 12.9%CMACGMGroup 8.3%EvergreenMarineCo 4.0%COSCOContainer 3.9%Hapag-Lloyd 3.9%APL 3.7%CSAVGroup 3.5%HanjinShipping 3.3%CSCL 3.2%Other 38.1%
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Socialmediasuccess:Possiblereac8onsofcompe8tors
Noreac8on
Putmorebudgetintotradi8onalmassmedia
CopythemodeofMaerskLine • ExpandtheirsocialmediaplaPorms • Engagewithfollowers
CollaboratewithotherB2Cbrandstoraiseawareness
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Whatarethechallengesinsocialmediagoingforward?
Budget: • NewplaPorms • Hiremorestaff • Adver8sement
Profit:Exis8ngfollowers
Compe8tors:Theirreac8on
Getclosertocustomersandemployees
Makemoreprofit Revenue
Cost
CooperatewithB2CCompany,likeWal-Mart,Safeway ChoosenewplaCorms Hirenewstaff
WhatshouldMaerskLinedointhefuture?
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Getclosertocustomersandemployees
Makemoreprofit Revenue CooperatewithB2CCompany,likeWal-Mart,Safeway
Increaserevenue:CooperatewithB2Ccompanies
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Getclosertocustomersandemployees
Makemoreprofit Cost ChoosenewplaCorms User-oriented
FuncHon-oriented
User-oriented
Func/on-oriented
Controlcost:HowtochoosenewplaPorms?
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Getclosertocustomersandemployees
Makemoreprofit Cost
1SocialMediaLead
1CommunityManager
1SocialMediaManager
0.5CCMManager 0.5SocialCollaboraLonAgent
Controlcost:Whetherornottohirenewstaff?
RemarkableSuccessStrategyEvalua8onCompe8tors’Reac8onFutureChallengesNextSteps
Hirenewstaff
SUMMARY
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Diversefactorscontributetosuccess
Currentstrategiesperformwell
Compe8tors’reac8onremainsuncertain
Thecorechallengeishowtomakeprofit
Newstrategiesneedtobecarriedout
Q&A EmilyBoyd,SelinEllibes,KiwiHuang,LiliaLi,WendySun,SylviaWang