The Big Perspective: Why Maersk Group is all in favor of social media
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A discussion about maintaining the bigger perspective when it comes to engaging with social media on a global level within Maersk. How has our strategy changed over time? What are the key ways in which Maersk Group sees social media as another tool for achieving business objectives and what makes Maersk’s use of social media unique? Speaker: Anna Christina Granholm-Brun, Maersk Group.
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The Big Perspective: Why Maersk Group is all in favor of social media
- 1. Maersk Stories – Maersk Social Anna Granholm-Brun Twitter: @annacbrun Rate your experience at Speakerscore.com http://speakerscore.com/FJ14
- 2. THE CHALLENGE: Making Maersk Social
- 3. Authentic Relevant Engaging
- 5. THE APPROACH
- 7. BOUGHT MEDIA Creating buzz OWNED INTERNAL OWNED MEDIA MEDIA EXTERNAL Enabling dialogue Strengthening and interaction relationships EARNED MEDIA Activating media relations
- 9. 950.000 fans 70.000 visits / month
- 10. 5000 mentions / month 4,300 followers
- 11. 75.000 unique views / month
- 12. THE APPROACH: Authentic Relevant Engaging
- 13. AWARENESS AND ACTIVATION THE APPROACH:
- 14. Build Trust and Open doors in Ghana AWARENESS THE APPROACH: CONSIDERATION PURCHASE RETENTION UP-SELL AMBASSADOR Approach success-fully and consistently Corporate TVC Facebook/social WAFMAX TVC aired 8 NSA is interviewed applied in key aired 9 times on media follow-up times on national TV. 2 x 4:26 min in growth national TV. Media leads to 12.300 fans Media coverage prime time on markets coverage worth at USD 6 cent pr. worth USD 4,3 mio national network. USD 14 mio person. FB campaign reaching 9 mio. pr Reaching 9 mio reaching 9 mio. pr. generates <600.000 screening. FB refers people with screening impressions and fans to WAFMAX detailed messages <22.000 visits. film and site about Maersk operation in Ghana
- 15. Position ourselves as an Attractive Employer in Brazil AWARENESS CONSIDERATION THE APPROACH: PURCHASE RETENTION UP-SELL AMBASSADOR Two new Simultaneous Using geo-targeting via Of the 5%, 60% will be Of the 60%, 30% will specific Brazil social media Linkedin to expose job make the journey to download and fill out co-productions campaign to profiles within highly maerskoil.com, to get the registration form will be aired on recruit fans and specialized fields. more information and and start the national TV for build platform Target is a 5% hit-rate start the application application process to a combined 404 for ongoing with potential process. become a Maersk Oil minutes. dialogue candidates. employee.
- 17. Get Involved Gather a community of Make Money $$$ followers and fans Engage and Activate your community 2011
- 23. You didn’t learn to swim by talking about it