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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
Questions during or after this webinar?


GoToWebinar “Chat” or “Ask a
question”

Tweet with #b2bnl tag

Twitter: @spotonvision




                           #b2bnl             2
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
POLL 1: Your knowledge about
        Maersk Line




             #b2bnl
5 June 2012 / spotONvision webinar / By Jonathan Wichmann, Head of social media @ Maersk
Line




              Maersk Line
              in social media
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
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
Our target groups
       Customers
       Shipping                                 Employees
        professionals, NGOs, ship                Potential employees
        ping press etc.                          Management




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




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




14               A webinar powered by spotONvision / #b2bnl
Facebook
Facebook is about… volume and awareness


                                Sharing news,
                                 photos, videos etc.
                                1 post per day
                                Interaction with
                                 fans
                                Use Facebook
                                 adverts




16
The House Rules

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




17
Twitter
Sharing the news with the industry




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




20             A webinar powered by spotONvision / #b2bnl
Instagram
The B2B Story of Maersk – How to Engage with Customers Online
The B2B Story of Maersk – How to Engage with Customers Online
In our CEO’s office…




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




26                     A webinar powered by spotONvision / #b2bnl
LinkedIn
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
The rest
From backbone
 to newcomers




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




31                  A webinar powered by spotONvision / #b2bnl
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
Any questions?




Jessica Heres            Jonathan Wichmann
spotONvision             Maersk Line




                #b2bnl                 33
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
The B2B Story of Maersk – How to Engage with Customers Online

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The B2B Story of Maersk – How to Engage with Customers Online

  • 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
  • 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
  • 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
  • 24. In our CEO’s office… 24 A webinar powered by spotONvision / #b2bnl
  • 26. Can we just ignore it?  Good, solid functionalities  Press conference as Google+ Hangout  More quality interactions 26 A webinar powered by spotONvision / #b2bnl
  • 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
  • 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

Editor's Notes

  1. Focus? Data-driven or intuition? The answer: ‘Social creativity’ Explorative = lean Not an add-on, but close to business Insourcing, rather than agency Global + local
  2. Focus? Data-driven or intuition? The answer: ‘Social creativity’ Explorative = lean Not an add-on, but close to business Insourcing, rather than agency Global + local
  3. It’s visualIt’s volumeIt’s huge in Asia
  4. It’s visualIt’s volumeIt’s huge in Asia
  5. News-driven 5 posts per day Press
  6. It’s visualIt’s volumeIt’s huge in Asia
  7. Visual engagement and sharing on a global scale The visual side is the public side Accessible for non-industry people (outsiders) The wall
  8. Can we overlook it? Good, solid functionalities Press conference as hangout
  9. Can we overlook it? Good, solid functionalities Press conference as hangout