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MAERSK LINE IN SOCIAL MEDIA (and more) Webbstrategidagarna / 21.11.2013 @JonathanWich / jonathanwichmann.com
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• 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
Who is Maersk Line?
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• 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
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Watch video: http://goo.gl/HufjM8
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THE NEXT STEP:
Unlocking the full potential of social media
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Dollar signs and tears
• From singular to complex
• “Detrimental not to adapt”
• “Getting the culture on board”
• Let’s look ahead
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1. Communication
2. Customer service
3. Sales
4. Internal usage
Hanging out with McKinsey
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• Look, it’s a mirror!
• Humanisation and influence
• Corporate media
• Don’t manufacture
• It’s like jazz
• Lean is fun
Communication: The official accounts
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Watch video: http://goo.gl/ZSIEMl
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Pinterest Instagram
Facebook LinkedIn Google+ Vimeo
Twitter YouTube Tumblr Flickr
Least corporate
Most corporate
Mapping the platforms
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EMPLOYEES
CUSTOMERS
FANS
EXPERTS
Instagram Facebook
(global)
LinkedIn (groups)
Google+
Vimeo
YouTube
Tumblr Flickr
Facebook (local)
LinkedIn (news, products)
Chatter
Chatter (customer invite)
Maersk Line Social
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§1 IT’S A BUSINESS TOOL
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§2 IT’S COMMUNICATION, NOT MARKETING
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§3 TELL STORIES
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§4 INSOURCE IT
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§5 IMPROVISE AND EXPLORE
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§6 USE DATA
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§7 INVOLVE YOUR COLLEAGUES
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§8 BE HONEST AND TRANSPARENT
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§9 BE DIFFERENT
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§10 BE BRAVE (BUT NOT STUPID)
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Vatican Square, 2005
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Vatican Square, 2013
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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”.
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Watch video on http://www.youtilitybook.com/
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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.”
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THE END @JonathanWich / jonathanwichmann.com