The slidedeck from a spotONvision webinar about Maersk Line's social media programme. It was held on 5 June 2012. More on http://cultbizztech.com

1. 5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk Line
Maersk Line
in social media

2. 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
2

3. Why social media?
§ A closer relationship to § Employer branding
customers § Easy-to-use and flexible
§ Product development tools for Communication,
§ Brand awareness Marketing, HR and
§ Customer loyal Customer Service
3 #b2bnl

4. Our target groups
§ Customers § Employees
§ Shipping professionals, § Potential employees
NGOs, shipping press etc. § Management
4 #b2bnl

5. Our approach
§ Explorative & lean
§ Data-driven or intuition?
§ Not an add-on, but close to
business
§ Insourcing rather than
agency
5 #b2bnl

6. Global vs. local
§ Defining the levels of engagement
§ Local goes local on global
§ A global team of local (and certified) social media managers
6 #b2bnl

7. How to go about it?
§ A new center has formed:
Google + Facebook
§ A strategy in sequences
§ From volume to high-level
interaction
7 #b2bnl

8. Quanti vs. quali
8 #b2bnl

9. It’s communication, not marketing
§ Share engaging content
§ Take the time to interact
§ Take care of your fans
9 #b2bnl

10. Facebook

11. Facebook is about… volume and awareness
§ Sharing news,
photos, videos etc.
§ 1 post per day
§ Interaction with fans
§ Use Facebook
adverts
11

12. e House Rules
1. English only
2. No questions about shipments
3. Nothing offensive
4. No job applications
5. Spamming not allowed
12

13. Twitter

14. Sharing the news with the industry

15. Instagram

18. In our CEO’s office…
18

19. Google+

20. Can we just ignore it?
§ Good, solid functionalities
§ Press conference as Google+ Hangout
§ More quali interactions
20

21. LinkedIn

22. e Shipping Circle
§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions
22

23. The rest

24. From backbone
to newcomers
24

25. How to measure success?
§ Enough is enough
§ Value beyond the numbers
25 #b2bnl

26. Lessons learned – tips and tricks
§ 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
26

27. Q&A

28. Thank you!