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.
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
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
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
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
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
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
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
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
It’s visualIt’s volumeIt’s huge in Asia
It’s visualIt’s volumeIt’s huge in Asia
News-driven 5 posts per day Press
It’s visualIt’s volumeIt’s huge in Asia
Visual engagement and sharing on a global scale The visual side is the public side Accessible for non-industry people (outsiders) The wall
Can we overlook it? Good, solid functionalities Press conference as hangout
Can we overlook it? Good, solid functionalities Press conference as hangout