A discussion about maintaining the bigger perspective when it comes to engaging with social media on a global level within Maersk. How has our strategy changed over time? What are the key ways in which Maersk Group sees social media as another tool for achieving business objectives and what makes Maersk’s use of social media unique? Speaker: Anna Christina Granholm-Brun, Maersk Group.

1. Maersk Stories – Maersk Social
Anna Granholm-Brun
Twitter: @annacbrun
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2. THE CHALLENGE:
Making Maersk Social

3. Authentic Relevant Engaging

5. THE APPROACH

7. BOUGHT MEDIA
Creating buzz
OWNED
INTERNAL OWNED MEDIA
MEDIA EXTERNAL
Enabling dialogue
Strengthening
and interaction
relationships
EARNED MEDIA
Activating media
relations

8. THE APPROACH:

9. 950.000 fans
70.000
visits / month

10. 5000
mentions / month
4,300 followers

11. 75.000
unique views / month

12. THE APPROACH:
Authentic Relevant Engaging

13. AWARENESS AND ACTIVATION
THE APPROACH:

14. Build Trust and Open doors in Ghana
AWARENESS
THE APPROACH:
CONSIDERATION PURCHASE RETENTION UP-SELL AMBASSADOR
Approach
success-fully
and
consistently
Corporate TVC Facebook/social WAFMAX TVC aired 8 NSA is interviewed applied in key
aired 9 times on media follow-up times on national TV. 2 x 4:26 min in growth
national TV. Media leads to 12.300 fans Media coverage prime time on markets
coverage worth at USD 6 cent pr. worth USD 4,3 mio national network.
USD 14 mio person. FB campaign reaching 9 mio. pr Reaching 9 mio
reaching 9 mio. pr. generates <600.000 screening. FB refers people with
screening impressions and fans to WAFMAX detailed messages
<22.000 visits. film and site about Maersk
operation in Ghana

15. Position ourselves as an Attractive Employer in Brazil
AWARENESS CONSIDERATION
THE APPROACH:
PURCHASE RETENTION UP-SELL AMBASSADOR
Two new Simultaneous Using geo-targeting via Of the 5%, 60% will be Of the 60%, 30% will
specific Brazil social media Linkedin to expose job make the journey to download and fill out
co-productions campaign to profiles within highly maerskoil.com, to get the registration form
will be aired on recruit fans and specialized fields. more information and and start the
national TV for build platform Target is a 5% hit-rate start the application application process to
a combined 404 for ongoing with potential process. become a Maersk Oil
minutes. dialogue candidates. employee.

16. THE NEXT CHALLENGE

17. Get Involved
Gather a community of Make Money $$$
followers and fans
Engage and Activate
your community
2011

23. You didn’t learn to swim by
talking about it