Scribd
Upload
119 views3 pages

Social Media at Maersk Line

Jonathan Wichmann had helped Maersk Line become very popular on social media platforms during his two years there. He proposed expanding Maersk's social media team and budget. Nina Skyum-Nielsen, who was taking over Wichmann's role, reviewed his proposal which recommended developing a dedicated cross-functional social media team with a $250,000 budget achieved by decreasing other types of advertising. Skyum-Nielsen wondered what else Maersk could do with social media and how to continue the success, though she was nervous about leading the efforts.

Uploaded by

POONAM PARMAR
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
119 views3 pages

Social Media at Maersk Line

Jonathan Wichmann had helped Maersk Line become very popular on social media platforms during his two years there. He proposed expanding Maersk's social media team and budget. Nina Skyum-Nielsen, who was taking over Wichmann's role, reviewed his proposal which recommended developing a dedicated cross-functional social media team with a $250,000 budget achieved by decreasing other types of advertising. Skyum-Nielsen wondered what else Maersk could do with social media and how to continue the success, though she was nervous about leading the efforts.

Uploaded by

POONAM PARMAR
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 3

Maersk Line

34-year-old Jonathan Wichmann was about to leave Maersk Line to join advertising
agency Wibroe, Duckert & Partners as a social media consultant. In his brief two
years at Maersk Line, Wichmann had become a social media megastar in the
normally low-profile and traditional world of shipping. In fact, he had become known
as a leading expert on social media in general because he had helped Maersk Line
garner tremendous popularity on various social media platform including Facebook,
twitter, Instagram, and so on (refer video for details).

Nina Skyum-Nielsen was excited to take on her new role as the head of social
media replacing Jonathan. Nina wondered whether the proposed plan of Jonathan
for expanding the use of social media at Maersk Line was the right one at this stage.
Wichmann’s proposal recommended the development of a dedicated cross-functional
social media team. Up until then, the team had followed a “lean is fun” mantra with
the goal of keeping expenses down in order to “avoid interference from various
skeptics,” according to Wichmann.

The proposal also called for a $250,000 budget achieved by decreasing print
advertising, web banner advertising, and sponsorships. The budget would be used
for advertising on Facebook, Twitter, LinkedIn, and Google.

Skyum-Nielson also wondered what else could Maersk do next to unleash the power
of social media in the company. Although she was nervous about her job ahead, she
was excited to see what she and Maersk Line could accomplish.

Social media:
1. Phase 1:
Doing it from the inside- Assign a person, and they will hire an agency.
Management is involved from the beginning.
Low cost, high impact:
Insource the skills- cost-efficient, it should be credible
Live on 12 platforms
Use of different channels for various purposes
750,000 fans on facebook - Engagement rate: 5-10%
Twitter: 35,000 followers- 15 times higher than the average pull (rich
influencers in followers )
Linkedin : 27,000 followers - (interacting with people in groups and forums)
Instagram: 22,000 followers - softest piece of puzzle -
Catch up effect
Social media: New way of thinking and acting as a business
Try to be honest and trustworthy: this will make them influential , people
will believe more on the content
The company was the Most influential on social media among the entire
industry, including media outlets.

Challenge: for 9 months


Value creation: return on investment on facebook: 5000% realistic value =
1500%
From singular to complex (value creation)
Built value creation from very less investment
Bottom-up approach: built culture on board
It would be detrimental not to adapt to social technologies
Use it to optimize the business

10 ways social technologies can add business across enterprise:


1. Communication
- Official merskline accounts
- Humanisation and story telling(drives attention)
- Clearly defined channel strategy
2. Customer service
- Efficient (1:2 ratio- 1 person on social media can replace 2
persons in call centre)
- Learning instead of repetition
- Responsive and human
3. Sales
- Empower our experts (train and let them do innovative
things)
- Getting in early
- trust
4. Internal collaboration
- 20-25% of productivity gain for knowledge workers
- Getting rid of time wasted on emails, and meetings (time
wasted = about 60% on average), Internal collaboration can
optimize time
- Inspire not pray, nor pressure

For collaboration:
They need a compelling purpose,
They need a reason of why they should collaborate?
Should collaborate for things that add business value

2. Next steps on social media:


Need to imbibe on cultural journey
From me to we
Passion, not money or power

You might also like

pFad - Phonifier reborn

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.

Note: This service is not intended for secure transactions such as banking, social media, email, or purchasing. Use at your own risk. We assume no liability whatsoever for broken pages.


Alternative Proxies:

Alternative Proxy

pFad Proxy

pFad v3 Proxy

pFad v4 Proxy