Creating online engagement in B2B marketing still has many challenges. Focus and investing time in your online presence is key. During this spotONvision webinar which took place on June 5th, Maersk Line presented their amazing story. Shipping giant Maersk Line took up the engagement challenge and launched a Facebook page to establish more interaction with its B2B customers. With more than 248.000 likes on its Facebook page, Maersk Line built up huge online brand recognition via social media. Priceless. Especially when you realize that only one person within Maersk is responsible for this success in a part-time job. Do you want to learn how Maersk Line created this engagement success story? View this presentation of Jonathan Wichmann – Communication Partner and Head of Social Media of Maerks Line. Any questions according to his presentation? Visit the blog page on our website (www.spotonvision.com), to look if your question has been answered in the Q&A, or send us an email at info@spotonvision.com.

1. De kracht van Story of Maersk
The B2B Marketing webinars
Line:
How to Engage with Customers Online
Today’s host: Jesica Heres Presenter: Jonathan Wichmann
jessica@spotonvision.com jonathan.wichmann@maersk.com
Founder & Organizer:
www.spotONvision.com #b2bnl

2. Questions during or after this webinar?
GoToWebinar “Chat” or “Ask a
question”
Tweet with #b2bnl tag
Twitter: @spotonvision
#b2bnl 2

3. Speed Skype Sessions
• Exclusively for you as our webinar participant
• A Skype date of 10 minutes with a B2B
marketing expert from spotONvision
• On Thursday 7th of June from 10-12 AM and
from 2-4 PM
• Send an email to: info@spotonvision.com to
reserve your spot – Leave your Skype name
and tell us your preferable time
(morning/afternoon)
#b2bnl

4. POLL 1: Your knowledge about
Maersk Line
#b2bnl

5. 5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk
Line
Maersk Line
in social media

6. Who is Maersk Line?
 World’s largest shipping company – the
container shipping arm of the A.P. Moller –
Maersk Group
 25,000 employees, 125 countries, 325 offices,
600 container ships, 2,6 million containers
 A rich history
 From closed doors and secrecy to openness
and customer-centric
6

7. Why social media?
 A closer relationship to  Employer branding
customers  Easy-to-use and flexible
 Product development tools for
 Brand awareness Communication,
 Customer loyalty Marketing, HR and
Customer Service
Main reason:
“Getting closer to our customers”
7 A webinar powered by spotONvision / #b2bnl

8. Our target groups
 Customers
 Shipping  Employees
professionals, NGOs, ship  Potential employees
ping press etc.  Management
8 A webinar powered by spotONvision / #b2bnl

9. Our approach
 Explorative & lean
 Data-driven or intuition?
 Not an add-on, but close
to business
 Insourcing rather than
agency
9 A webinar powered by spotONvision / #b2bnl

10. Global & local
 Defining the levels of engagement
 Local goes local on global
 A global team of local (and certified) social media
managers
10 A webinar powered by spotONvision / #b2bnl

11. How to go about it?
 A new center has formed:
Google + Facebook
 A strategy in sequences
 From volume to high-level
interaction
11 red by spotONvision / #b2bnl

12. Quantity vs. quality
12 A webinar powered by spotONvision / #b2bnl

13. It’s communication, not marketing
 Share engaging content
 Take the time to interact
 Take care of your fans (be generous)
13 A webinar powered by spotONvision / #b2bnl

14. Poll 2: Your preferred social media platform
14 A webinar powered by spotONvision / #b2bnl

15. Facebook

16. Facebook is about… volume and awareness
 Sharing news,
photos, videos etc.
 1 post per day
 Interaction with
fans
 Use Facebook
adverts
16

17. The House Rules
1. English only
2. No questions about shipments
3. Nothing offensive
4. No job applications
5. Spamming not allowed
17

18. Twitter

19. Sharing the news with the industry
19 A webinar powered by spotONvision / #b2bnl

20. Poll 3: Do you know Instagram?
20 A webinar powered by spotONvision / #b2bnl

21. Instagram

24. In our CEO’s office…
24 A webinar powered by spotONvision / #b2bnl

25. Google+

26. Can we just ignore it?
 Good, solid functionalities
 Press conference as Google+ Hangout
 More quality interactions
26 A webinar powered by spotONvision / #b2bnl

27. LinkedIn

28. The Shipping Circle
 Discussions with shipping experts around the world
 Bringing in external intelligence
 Reports set to inspire management decisions
28 A webinar powered by spotONvision / #b2bnl

29. The rest

30. From backbone
to newcomers
30 A webinar powered by spotONvision / #b2bnl

31. How to measure success?
 Enough is enough
 Value beyond the numbers
31 A webinar powered by spotONvision / #b2bnl

32. Lessons learned – tips and tricks
 Differentiate between the platforms
 Think visual
 Don’t pre-plan
 Use data the right way
 Keep it simple, don’t over-think it
 Find your tone-of-voice
 Monitor
 Engage the organisation
 Listen
32 A webinar powered by spotONvision / #b2bnl

33. Any questions?
Jessica Heres Jonathan Wichmann
spotONvision Maersk Line
#b2bnl 33

34. Would you like to know more?
Speed Skype Sessions on 7th of June with a B2B expert
of spotONvision.
Send an email to info@spotonvision with your Skype
name and preferred time (morning/afternoon).
@spotONvision
@b2bmktforum
@MaerskLine
LinkedIn groups:
B2B Marketing Forum, en
Passion for B2B Marketing
#b2bnl 34