the big perspective: why maersk group is all in favor of social media
DESCRIPTION
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.TRANSCRIPT
Anna Granholm-Brun Twitter: @annacbrun
Maersk Stories – Maersk Social
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THE CHALLENGE: Making Maersk Social
Authentic Relevant Engaging
THE APPROACH
OWNED MEDIA
EXTERNAL Enabling dialogue
and interaction
EARNED MEDIA
Activating media relations
OWNED INTERNAL
MEDIA Strengthening relationships
BOUGHT MEDIA Creating buzz
THE APPROACH:
950.000 fans 70.000
visits / month
5000 mentions / month
4,300 followers
75.000 unique views / month
THE APPROACH:
Authentic Relevant Engaging
THE APPROACH: AWARENESS AND ACTIVATION
THE APPROACH:
Build Trust and Open doors in Ghana
AWARENESS CONSIDERATION PURCHASE RETENTION UP-SELL AMBASSADOR
Corporate TVC aired 9 times on national TV. Media coverage worth USD 14 mio reaching 9 mio. pr. screening
WAFMAX TVC aired 8 times on national TV. Media coverage worth USD 4,3 mio reaching 9 mio. pr screening. FB refers fans to WAFMAX film and site
NSA is interviewed 2 x 4:26 min in prime time on national network. Reaching 9 mio people with detailed messages about Maersk operation in Ghana
Facebook/social media follow-up leads to 12.300 fans at USD 6 cent pr. person. FB campaign generates <600.000 impressions and <22.000 visits.
Approach success-fully and consistently applied in key growth markets
THE APPROACH:
Two new specific Brazil co-productions will be aired on national TV for a combined 404 minutes.
Using geo-targeting via Linkedin to expose job profiles within highly specialized fields. Target is a 5% hit-rate with potential candidates.
Of the 5%, 60% will be make the journey to maerskoil.com, to get more information and start the application process.
Simultaneous social media campaign to recruit fans and build platform for ongoing dialogue
Of the 60%, 30% will download and fill out the registration form and start the application process to become a Maersk Oil employee.
AWARENESS CONSIDERATION PURCHASE RETENTION UP-SELL AMBASSADOR
Position ourselves as an Attractive Employer in Brazil
THE NEXT CHALLENGE
Get Involved Gather a community of followers and fans Engage and Activate your community
Make Money $$$
2011
You didn’t learn to swim by talking about it