Embed Size (px)
DESCRIPTION
The slidedeck from my presentation at Webbstrategidagarna in Stockholm on 21 November 2013. In the presentation I went from talking about Maersk Line, tried to condense the case into 10 rules/commandments, and finally talked about some other trends revolving around my new job at Wibroe, Duckert & Partners.
Citation preview
MAERSK LINE IN SOCIAL MEDIA (and more) Webbstrategidagarna / 21.11.2013 @JonathanWich / jonathanwichmann.com
• World’s largest shipping company
• 600 container ships & 2.2 million containers
• 150 countries, 325 offices & 25,000 employees
• Yearly revenue of 27 billion USD
Who is Maersk Line?
• Listening phase for 2-3 years
• The communications department
• Not an add-on, but close to business
• Insourcing rather than agency
Before we got started
Watch video: http://goo.gl/HufjM8
THE NEXT STEP:
Unlocking the full potential of social media
Dollar signs and tears
• From singular to complex
• “Detrimental not to adapt”
• “Getting the culture on board”
• Let’s look ahead
1. Communication
2. Customer service
3. Sales
4. Internal usage
Hanging out with McKinsey
• Look, it’s a mirror!
• Humanisation and influence
• Corporate media
• Don’t manufacture
• It’s like jazz
• Lean is fun
Communication: The official accounts
Watch video: http://goo.gl/ZSIEMl
Pinterest Instagram
Facebook LinkedIn Google+ Vimeo
Twitter YouTube Tumblr Flickr
Least corporate
Most corporate
Mapping the platforms
EMPLOYEES
CUSTOMERS
FANS
EXPERTS
Instagram Facebook
(global)
LinkedIn (groups)
Google+
Vimeo
YouTube
Tumblr Flickr
Facebook (local)
LinkedIn (news, products)
Chatter
Chatter (customer invite)
Maersk Line Social
§1 IT’S A BUSINESS TOOL
§2 IT’S COMMUNICATION, NOT MARKETING
§3 TELL STORIES
§4 INSOURCE IT
§5 IMPROVISE AND EXPLORE
§6 USE DATA
§7 INVOLVE YOUR COLLEAGUES
§8 BE HONEST AND TRANSPARENT
§9 BE DIFFERENT
§10 BE BRAVE (BUT NOT STUPID)
Vatican Square, 2005
Vatican Square, 2013
Youtility – “why smart marketing is about help, not hype”
• The concept of ”Youtility” is chainging the way marketers think. It’s about developing valuable relationships between brands and consumers by sharing content that’s helpful, relevant and sharable.
• Wibroe, Duckert & Partners have entered a collaboration with the New York Times-best selling author Jay Baer who wrote the book (and coined the concept) “Youtility”.
Watch video on http://www.youtilitybook.com/
New Marketing
• Marketing is not dead, but the rules of marketing have changed.
• Business strategic creative solutions.
• Supporting cross-functional business needs and goals.
• Data-driven and relevant.
• “We are creative business partners, not an advertising agency.”
THE END @JonathanWich / jonathanwichmann.com
