1. 25 September 2012 / Social Media Week, London / @JonathanWich
Maersk Line
in social media

2. Who is Maersk Line?
§ World’s largest shipping
company
§ 25,000 employees, 150
countries, 325 offices, 600
container ships, 2,2 million
containers
2

3. 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
3

4. 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”

5. How to go about it?
§ A new center has formed:
Google + Facebook
§ Communication, not
marketing
§ 9 platforms with 9 different
purposes
§ “Free-spirited”
5

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

7. Not really…

8. Continuous growth
400k NO. OF FANS
300k
200k
100k
0k
Nov 11 Dec 11 Jan 12 Feb 12 Mar12 Apr 12 May 12 Jun 12 Jul 12 Aug 12

9. … 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

10. Most popular + best like-share ratio
10

11. Sharing the news with the industry
^
and our employees

12. Instagram
§ e rise and wall of #maersk
12

13. e Shipping Circle
§ Discussions with shipping experts around the world
§ Bringing in external intelligence
§ Reports set to inspire management decisions
13

14. From backbone
to newcomers
14

15. 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
15

16. Maersk Line Social
§ Adding depth and storytelling, ensuring high-quali engagement
§ Content not owned by 3rd par platforms

17. 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
17

18. Thank you!