Social Media expert Jonathan Wichmann explains how he developed the Maersk strategy and benefits at a event organised by the Cambridgeshire Chambers of Commerce on 10 June 2014.

1. MAERSK LINE
AND WHY SOCIAL
MEDIA STILL MATTER
Cambridgeshire Chambers of Commerce / @JonathanWich / 10.06.2014

2. Chapter1:
MaerskLine

4. • World’s largest shipping company
• 600 container ships & 2.5 million containers
• 150 countries, 325 offices & 25,000 employees
• Yearly revenue of 27 billion USD
!
Who is Maersk Line?

5. • Listening phase for 2-3 years
• The communications department
• Not an add-on, but close to business
• Insourcing rather than agency
!
Before we got started

6. Watch the video on http://vimeo.com/59990482

8. Dollar signs and tears
• From singular to complex
• “Detrimental not to adapt”
• “Getting the culture on board”
• Let’s look ahead
!
!

9. Dollar signs and tears
• Facebook: A ROI of >1500%
• Twitter: Worth $ 1 million?
!

11. • 10 areas where it can add value
• Biggest potential is enterprise collaboration
• 20-25% productivity improvement
Hanging out with McKinsey

12. • Look, it’s a mirror!
• Humanization and influence
• Corporate media
• Don’t manufacture
• It’s like jazz
• Lean is fun
!
Communication: The official accounts

13. Pinterest
Instagram
Facebook LinkedInGoogle+
Vimeo
Twitter
YouTube TumblrFlickr
Least
corporate
Most
corporate
Mapping the platforms

14. EMPLOYEES
CUSTOMERS
FANS
EXPERTS
Pinterest
Instagram
Facebook
(global)
LinkedIn
(groups)
Google+
Vimeo
Twitter
YouTube
Tumblr Flickr
Facebook
(local)
LinkedIn
(news, products)
Chatter
Chatter
(customer invite)
Maersk Line Social

15. Watch the video on http://vimeo.com/62085613

16. Internal collaboration
• A cultural journey
• From ‘me’ to ‘we’
• Passion, not money or power
!

17. Chapter2:
Listenandhelp

18. St. Peter’s Square, 2005

19. St. Peter’s Square, 2013

20. OIIOIOOOIIOIO

21. New ways of listening
• From listening comes understanding customers and improving products and services.
• Listening an integral part of social for most experienced corporations, especially in ”low
engagement” industries.
• Many ways to listen, depending on what you want to achieve, e.g. R&D, CSAT, competition,
influencers etc.
• Dell is the absolute frontrunner in this field.

22. The curious bank
• "The tenets of good social media are the same anywhere: start with listening, tune in to your
consumers, supply utility to your followers.”

23. From CRM over Social CRM to Audience
• Next up: A total view of your audiences, incl. customers, fans, followers, subscribers and employees.
• Improve Sales and Service while reducing your media spend.
• A new role is about to arrive: Audience Development Manager.
DM
Social Web
TV
CRM
Audience

24. OOOOOOOXOO

25. Youtility – It’s about help, not hype
• The concept of ”Youtility” is changing the way marketers think.
• It’s about developing valuable relationships between brands and consumers by sharing content
that’s helpful, relevant and sharable.

26. Watch the video on http://www.youtilitybook.com/

28. Why is content marketing so important?
• The customer decision journey has changed dramatically in recent years.
• Today, buyers (except FMCG buyers) do up to 70% of their research online (websites, P2P, social media).
• In many cases they make their purchasing decision without contacting the supplier / sales rep.
The average purchase decision is 57% complete, and more than 10
information sources have been consulted, by the time a supplier is
engaged.
Learn Define Needs Access Options Make Decision
Source: CEB, 2012

29. Storytelling & the rise of content marketing
• Content marketing is on the rise, and with that comes the need to improve the storytelling skills.
• Companies are hiring corporate journalists: “Discover, tell, share. Don’t invent.”
• It has to be authentic and real.
• Define your content infrastructure, get clear on the formats and the channels, and start producing content that
works (i.e. is sharable).

30. It all begins with having a content infrastructure
Content
Dedicated staff
Internal copywriters, journalists,
campaign managers, videographers etc.
Voluntary staff
From all functions – contributing with blog
posts, photos, video etc.
External voluntary professionals
Journalists, bloggers etc. publishing on own site or
doing guest posts
External hired professionals
Agencies or freelance content producers hired by
the company
Engaged fans and followers
All sorts of stakeholders – e.g. photos via Instagram or
retweetable tweets

31. You need your colleagues (now more than ever)
• Most important people to engage?
• Reach out
• Get the organization on board
• Empower the employees (your best brand advocates)
• Identify hidden influencers

33. Brimfield Police Department
• Small Ohio town of 10,000 people.
• A police force which wants to build trust in its community.
• Continuity, authenticity, tone-of-voice, community focus, boldness.

34. Anyquestions?
Twitter: @JonathanWich
www: jonathanwichmann.com / orcasocial.com