Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
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The slidedeck from my presentation at Webbstrategidagarna in Stockholm on 21 November 2013. In the presentation I went from talking about Maersk Line, tried to condense the case into 10 rules/commandments, and finally talked about some other trends revolving around my new job at Wibroe, Duckert & Partners.
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Maersk Line in social media (and more). Webbstrategidagarna, Nov 13.
- 1. MAERSK LINE IN SOCIAL MEDIA (and more) Webbstrategidagarna / 21.11.2013 @JonathanWich / jonathanwichmann.com
- 2. Who is Maersk Line? • World’s largest shipping company • 600 container ships & 2.2 million containers • 150 countries, 325 offices & 25,000 employees • Yearly revenue of 27 billion USD
- 3. Before we got started • Listening phase for 2-3 years • The communications department • Not an add-on, but close to business • Insourcing rather than agency
- 5. THE NEXT STEP: Unlocking the full potential of social media
- 6. Dollar signs and tears • From singular to complex • “Detrimental not to adapt” • “Getting the culture on board” • Let’s look ahead
- 7. Hanging out with McKinsey 1. Communication 2. Customer service 3. Sales 4. Internal usage
- 8. Communication: The official accounts • Look, it’s a mirror! • Humanisation and influence • Corporate media • Don’t manufacture • It’s like jazz • Lean is fun
- 10. Mapping the platforms Facebook Pinterest Twitter Flickr Instagram YouTube Least corporate Google+ LinkedIn Tumblr Vimeo Most corporate
- 11. Chatter LinkedIn (customer invite) Google+ (groups) EXPERTS CUSTOMERS Facebook (local) Twitter LinkedIn (news, products) Tumblr FANS YouTube Maersk Line Social Vimeo Flickr EMPLOYEES Instagram Pinterest Facebook (global) Chatter
- 12. §1 IT’S A BUSINESS TOOL
- 13. §2 IT’S COMMUNICATION, NOT MARKETING
- 14. §3 TELL STORIES
- 15. §4 INSOURCE IT
- 17. §6 USE DATA
- 19. §8 BE HONEST AND TRANSPARENT
- 20. §9 BE DIFFERENT
- 21. §10 BE BRAVE (BUT NOT STUPID)
- 24. Youtility – “why smart marketing is about help, not hype” • The concept of ”Youtility” is chainging the way marketers think. It’s about developing valuable relationships between brands and consumers by sharing content that’s helpful, relevant and sharable. • Wibroe, Duckert & Partners have entered a collaboration with the New York Times-best selling author Jay Baer who wrote the book (and coined the concept) “Youtility”.
- 25. Watch video on http://www.youtilitybook.com/
- 26. New Marketing • Marketing is not dead, but the rules of marketing have changed. • Business strategic creative solutions. • Supporting cross-functional business needs and goals. • Data-driven and relevant. • “We are creative business partners, not an advertising agency.”