the maersk social media story, jonathan wichmann

MAERSK LINE AND WHY SOCIAL MEDIA STILL MATTERCambridgeshire Chambers of Commerce / @JonathanWich / 10.06.2014

Chapter 1: Maersk Line

• 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?

• Listening phase for 2-3 years

• The communications department

• Not an add-on, but close to business

• Insourcing rather than agency

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Before we got started

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

Dollar signs and tears

• From singular to complex

• “Detrimental not to adapt”

• “Getting the culture on board”

• Let’s look ahead

!!

Dollar signs and tears

• Facebook: A ROI of >1500%

• Twitter: Worth $ 1 million?

!

• 10 areas where it can add value

• Biggest potential is enterprise collaboration

• 20-25% productivity improvement

Hanging out with McKinsey

• Look, it’s a mirror!

• Humanization and influence

• Corporate media

• Don’t manufacture

• It’s like jazz

• Lean is fun

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Communication: The official accounts

PinterestInstagram

Facebook LinkedInGoogle+Vimeo

TwitterYouTube TumblrFlickr

Least corporate

Most corporate

Mapping the platforms

EMPLOYEES

CUSTOMERS

FANS

EXPERTS

PinterestInstagram

Facebook (global)

LinkedIn (groups)

Google+

Vimeo

Twitter

YouTubeTumblr Flickr

Facebook (local)

LinkedIn (news, products)

Chatter

Chatter (customer invite)

Maersk Line Social

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

Internal collaboration

• A cultural journey

• From ‘me’ to ‘we’

• Passion, not money or power

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Chapter 2: Listen and help

St. Peter’s Square, 2005

St. Peter’s Square, 2013

OIIOIOOOIIOIO

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.

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.”

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

OOOOOOOXOO

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.

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

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

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).

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

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

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.

Any questions?Twitter: @JonathanWich www: jonathanwichmann.com / orcasocial.com