Turning Tankers into Aircraft Carriers - How Maersk transformed their brand into one of the leading B2B social brands.

1. TURNING TANKERS
INTO AIRCRAFT
CARRIERS
#Maersksocial

3. WHO WE ARE

4. 4

5. THE CHALLENGE

9. THE STORY…

10. 10

11. 1.1Milllion
Fans

12. 560,000
Fans

13. 311,000
Fans

14. HOW DO YOU
SOCIALLY ACTIVATE
A BRAND?

15. VALUE NOT NOISE

16. 16

17. GREAT
CONTENT

18. 18

19. 19

20. 20

21. 21

22. 22

23. OWN THE
NEWSFEED

24. 24

25. 25

26. 26

27. MEASURE WHAT
MATTERS

28. KPI framework
28

29. Maersk Group Social Executive Dashboard
Summary description
Top level numbers
Total
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libero, a pharetra augue. Vestibulum id ligula porta felis
euismod semper aenean lacini.
331,119
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Donec ullamcorper nulla non metus Growth Mentions Reach Impressions Engagement
auctor fringilla. Fusce dapibus, tellus ac 40,000 1,000 90,000,000 100,000 10,000
cursus commo.
+15% +15% +5% -5% +15%
80 1 Cras justo odio, dapibus ac facilisis in, egestas eget quam.
Key events past month
70 2 Vestibulum id ligula porta felis euismod semper. Cum sociis
natoque penatibus et magnis dis parturient montes.
Lorem ipsum
60 3 Inceptos consectetur cras justo odio, dapibus ac facilisis in,
Dolor sit amnet
egestas eget quam.
50 4 Cras justo odio, dapibus ac facilisis in, egestas eget quam.
40
30 2 Keywords used with Maersk
1 3 # Container # Container # Container
20 # Shipping
# Shipping
# Shipping
# Tanker
# Tanker
# Tanker
10 # Transport
# Transport
# Transport
4 # Loremipsumdolorsit
# Lomdolorsit
# Lomdolorsit
0 # Container
# Container
# Container
# Container
# Container
# Container

30. Maersk Group Demographics
Top 10 engaged countries by number of mentions
Germany
1850
Russia
Uk
Denmark 42,808
1850 28
Italy
428 China
Mexico
42,808
428
Kenya
8
Brazil
1123
South Afreca
428

31. IN SUMMARY

32. SEE
SOCIAL AS A SERVICE

33. FOCUS ON
WHAT’S
IMPORTANT

34. DEAR BRANDS,
BE BRAVE!
SIGNED
YOUR
EMPLOYEES

35. THANK YOU
Q&A
speakerscore.com/TJ3P
FIND ME ON THE INTERWEB
@ideasoutloud linkedin.com/in/gusmurray gus.murray@lbi.com