Jay Baer & Scott Stratten: “Just be awesome!”

ImageOk, right as I had promised myself (and my very few readers) that I would stop doing self-promotional scrapbook-like blog posts, I stumbled upon this podcast where Jay Baer and Scott Stratten (both top 5 social media influencers according to various rankings) start talking about Maersk Line, social media and… me.

You can listen to the podcast here – it’s right at the end.

Or you can just read along on this page, because this is the transcript of the part of the podcast I’m talking about:

Scott: Yeah, I have a couple of good guys out there. Really one that has fascinated me, the one in Denmark is a shipping line called Maersk.

Jay: They were on the Social Pros podcast, Maersk Lines.

Scott: That’s how I learned about them.

Jay: See how it works. It’s circular.

Scott: That’s how much I love it. If you haven’t listened to that podcast, listen to it.

Jay: We’ll link it up.

Scott: I phoned the guy. I phoned him in Denmark and said, “You need to talk to me right now and tell me how the hell you did this.”

Jay: He’s great.

Scott: You’re a container shipping line. Go listen to that podcast. If you guys could link to it, that would be perfect for the guys.

Jay: We’ll do it.

Scott: Look at what they’re doing, and it’s one of those things where I’m saying when you’re industry is know as not being awesome, it’s the best time to be there, because nobody else is doing it.

Jay: Talk about shattering expectations.

Scott: Go do it. Please check them out. You’ll do yourself a favor. Look at how they get likes and they get community, but they understand that social media is about being social, and it’s one guy.

Jay: One of the best Instagram programs I’ve ever seen too.

Scott: Twenty hours a week is total of what they do. There are 100,000 employees. A million people recognize the brand. One guy. You can do something like that. Just be awesome.

Jay: Fantastic. Anything else?

Scott: No, that’s good.

Jay: All right.

Scott: Let’s stick with Denmark for now.

Jay: Fantastic. As a quarter Danish, I appreciate your shout-out and thank you very much. Always good to see you. This will do it for Episode 19 of Social Pros.

The Maersk Line in social media story once again… interview in TradeWinds

ImageOn Friday 8 June, TradeWinds – one of the leading trade publications – told the story about Maersk Line in social media. The week before, they called me up couple of times, a bit surprised by the fact that Maersk Line has started to engage through social media to the extent that we have.

You can read the article on The Last Mile Blog.

PS: To be honest, this blog is becoming a bit too self-promoting, which is not the intention, really. I hereby promise myself to do less of these scrapbook-like blog posts.

Maersk Line in social media: A webinar with spotONvision

Last Tuesday, on 5 June 2012, I presented the “Maersk Line in social media” case on a webinar hosted by spotONvision, the company behind the B2B Marketing Forum in Amsterdam.

You can read/browse through the presentation here, if you (or anyone) should find it interesting.

Why 300,000 fans on Facebook could turn out to be worthless

Mark Zuckerberg on stage, talking about engagement.
But just how engaging is Facebook really?
(Image credit: news.cnet.com).

(This blog post was originally published on Maersk Line’s intranet)

By Jonathan Wichmann, Head of Social Media, Maersk Line

People just can’t help themselves. The crowds are cheering. The media is telling the story (even the shipping press). Experts are using it as a best practice case. It’s even in the Mærsk Post.

In short, everyone (almost) I meet tells me how amazing it is.

I’m of course talking about social media.

Of course, I appreciate all this attention and enthusiasm. But we risk missing the point if we focus too hard on the numbers.

Why? Because social media is not just about being popular and getting attention. Having a lot of fans is valuable (and it means that we prioritise our social media interactions), but the real value (for the business) of social media has to do with high quality engagement.

The value of social media

In theory, the value of one interaction can be worth more than 300,000 likes on Facebook.

Let me give you an example:

On LinkedIn we’ve created a group called ‘The Shipping Circle’. Here, we’ve invited shipping experts to join discussions about the future of the industry.

Some of the members have written long and very insightful posts about what we could do next in order to remain at the top of the shipping game.

What I’m trying to say is that it is a real possibility that just one single good idea from here could turn out to be worth millions, if not billions, of dollars.

Compare this to the value of a ‘like’ on Facebook.

It’s a way of thinking

For a company like ours social media creates most value when it challenges the way we think and interact. In fact, social media is a mindset, a way of thinking and working together. It’s based on the fact that we are social animals, and that means we can only benefit from sharing our thoughts and ideas with each other.

This leads me to the most brilliant part of social media: it doesn’t discriminate. The housebound and the shy are as visible as the active and the outspoken. Even those who are not very social in real life can share their thoughts too.

Maersk Line can definitely benefit from this. Time will tell when and where.