Klavs Valskov (Agenda Strategies): Maersk Line: Res nas všečkajo!
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Transcript of Klavs Valskov (Agenda Strategies): Maersk Line: Res nas všečkajo!
The Maersk Line social media case studyKlavs ValskovManaging Partner, Agenda Strategies (former Head of Maersk Line Communication
PHOTO
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World’s largest shipping company
25,000 employees, 150 countries, 325 offices 600 container ships, 3.8 million containers
Who is Maersk Line?
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Listening phase for 2-3 years
Should be routed in the communications department
Not an add-on, but close to business
Before we got started
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The ambition in the starting block“Getting close to our customers:
Brand awareness
Customer loyalty
Employer branding
Employee retention
Customer insights
Product development
Easy-to-use and cost-efficient tools for Communication, Marketing, HR and Customer Service
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A new center has formed: Google + Facebook
Communication, not marketing i.e. dialogue, not push
Platforms with different purposes
“Free-spirited”
How to go about it?
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Corporate Website
Dynamic Content Hub
Photo/ Video
Forums
Outreach
Media Advertisi
ng
SEO
Direct Mail
Display Ads, PPC
Social Ads
Media Outreac
h
Events
Future?
Analyst Engageme
nt
Create Focused & Relevant Content
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How the campaign came to life
Russian cluster top sent out mail explaining differentiator
We contacted Russia for ”cool” pictures of the harsh Russian winter
We created a landing page with a submission form
We created a sales brochure and a campaign in Eloqua
Pictures were posted on Facebook with a linkto a landing page and a submission form page
Interested customers could download the brochureby filling in the submission form
Case: Russian ice campaign
1.236 visited the landing page
196 submitted a form 104 passed first filter 98 leads
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Maersk Line fan growth on Facebook, first year
Nov 11 Dec 11 Jan 12 Feb 12 Mar 12 Apr 12 May 12 Jun 12 Jul 12 Aug 12 Sep 12 Oct 12 Nov 12 Dec 120
100000
200000
300000
400000
500000
600000
NO. OF FANS
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Average score for ten latest FB post (in June)
Score is measured as likes + shares (x2) + comments (x4) divided by number of fans
Engagement score, July 2012
7.2Oreo
7.0Dell
6.0Red Bull
5.1*Converse
4.5Starbucks
2.2Coca-Cola
48.0**Lego
37.0Maersk Line
34.2Disney
19.1Shell
17.2Ford
10.2McDonald’s
32.9GE
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The Maersk Norwich whale strike
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@MaerskLine galore: news, interaction, influence
And our employees
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LinkedIn: Customers and high-end discussions
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The platforms
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Giving it its own home: Maersk Line Social
Adding depth and storytelling, ensuring high-quality engagement
Content not owned by 3rd party platforms
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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
Sourcing of stories internally
Customer communication & the global organisation
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THE NEXT STEP:Unlocking the full potentialof social media
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The social media study
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Mapping the platforms
Google+
Vimeo
YouTube
Tumblr
Flickr
LEAST CORPORATE
MOSTCORPORATE
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EMPLOYEES
CUSTOMERS
FANS
EXPERTS
PinterestInstagram
Facebook (global)
LinkedIn(groups)
Google+
Vimeo
YouTube
Tumblr
Flickr
Facebook (local)
LinkedIn(news, products)
Chatter
Chatter(customer invite)
Maersk Line Social
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PHOTOHanging out with McKinsey10 areas where it can add value
Biggest potential in enterprise collaboration
20-25% productivity improvement
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Hanging out with McKinsey1. Communication
2. Customer service
3. Sales
4. Internal usage
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Defining the platformsFacebook: All-Star Team
Twitter: News and interactions
LinkedIn: Customers collaboration
Google+: Business and leadership
Instagram: Equipment
Pinterest: Locations
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Customer Service:Listen and respondEfficiency gains (self-help forums, dynamic Q&As, etc.)
Being where the customers are
1-2-3 social service solutions
The value of not responding
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Sales: Selling sociallyWell, selling has always been social, so no news there
Gaining better understanding of customer needs
Track sentiments and interests
Interview and dialogue, not push
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Internal usage: Unlocking the full potential20-25% productivity gain for knowledge workers through getting and sharing customer/market insights quicker, team up cross divisions etc. (expertise rule)
Getting rid of the time wasted on emails and meetings
Inspire – not pray nor pressure
The compelling purpose
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Strategies / Fundamentals
LISTENING
Who is there?
INFLUENCERS
Who is important?
LANGUAGE
What and how do we say and respond?
CONTENT
What is our core narrative?
DISTRIBUTION
Where do we share what?
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