MAERSK LINE IN SOCIAL MEDIA (and more) Webbstrategidagarna / 21.11.2013 @JonathanWich / jonathanwichmann.com

•  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?

•  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

Watch video: http://goo.gl/HufjM8

THE NEXT STEP:

Unlocking the full potential of social media

Dollar signs and tears

•  From singular to complex

•  “Detrimental not to adapt”

•  “Getting the culture on board”

•  Let’s look ahead

1.  Communication

2.  Customer service

3.  Sales

4.  Internal usage

Hanging out with McKinsey

•  Look, it’s a mirror!

•  Humanisation and influence

•  Corporate media

•  Don’t manufacture

•  It’s like jazz

•  Lean is fun

Communication: The official accounts

Watch video: http://goo.gl/ZSIEMl

Pinterest Instagram

Facebook LinkedIn Google+ Vimeo

Twitter YouTube Tumblr Flickr

Least corporate

Most corporate

Mapping the platforms

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

§1 IT’S A BUSINESS TOOL

§2 IT’S COMMUNICATION, NOT MARKETING

§3 TELL STORIES

§4 INSOURCE IT

§5 IMPROVISE AND EXPLORE

§6 USE DATA

§7 INVOLVE YOUR COLLEAGUES

§8 BE HONEST AND TRANSPARENT

§9 BE DIFFERENT

§10 BE BRAVE (BUT NOT STUPID)

Vatican Square, 2005

Vatican Square, 2013

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”.

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

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.”

THE END @JonathanWich / jonathanwichmann.com