Maersk Line in social media

14 September 2012 / European Digital Awards / @JonathanWich

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Who is Maersk Line? §  World’s largest shipping

company

§  25,000 employees, 150 countries, 325 offices, 600 container ships, 2,2 million containers

       

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Before we got started §  Listening phase for 2-3 years §  "e communications department §  Not an add-on, but close to business §  Insourcing rather than agency

Why social media?

§  Brand awareness §  Customer loyal# §  Employer branding §  Employee retention §  Customer insights §  Product development §  Easy-to-use and cost-efficient

tools for Communication, Marketing, HR and Customer Service

§  And more

“Getting closer to our customers”

How to go about it?

§  A new center has formed: Google + Facebook

§  Communication, not marketing

§  9 platforms with 9 different purposes

§  “Free-spirited”

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“Facebook?! You better be kidding!?!?”

Not really…

Continuous growth

0k

Nov 11

NO. OF FANS

100k

200k

300k

400k

Dec 11 Jan 12 Feb 12 Mar12 Apr 12 May 12 Jun 12 Jul 12 Aug 12

… and high engagement level

§  Average score for ten latest FB post (in June)

§  Score is measured as likes + shares (x2) + comments (x4) divided by number of fans

Most popular + best like-share ratio

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^ Sharing the news with the industry

and our employees

Instagram

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§  "e rise and wall of #maersk

!e Shipping Circle

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§  Discussions with shipping experts around the world

§  Bringing in external intelligence

§  Reports set to inspire management decisions

From backbone to newcomers

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Customer communication & the global organisation

§  Local on global via publishing tool §  1st step in roll-out across the organisation §  Passion in the daily work §  Piloting internal social media platform at the same time

Maersk Line Social

§  Adding depth and storytelling, ensuring high-quali# engagement §  Content not owned by 3rd par# platforms

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Next step: "e social media study §  What is the potential value of social media for a

company like ours? §  How should we scale it? §  How should we organise it across the organisation? §  Hangouts with leading experts within both social

media and shipping §  Will be done by end 2012

Thank you!