Social Media Marketing Has Always Been Dead

dead-sparrow-314385_1280 I never understood social media marketing. To my best understanding, social media has never been about marketing. It has always been about communication. In essence, what happened 10 years ago with Facebook, MySpace and other social networks was that companies got sidelined as part of the web became social.

Up until that point companies were largely capable of pushing marketing messages to consumers where they wanted to and how they wanted to. Continue reading “Social Media Marketing Has Always Been Dead”

An open letter to the shipping industry: Don’t underestimate the power of social and sharing

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On 30 September 2013, I left Maersk Line after exactly two years at the Headquarters in Copenhagen. In 2011, I was brought in from the agency side with the primary aim to get Maersk Line started on social media.

The project appealed to me right from the beginning. Not only is Maersk by far the biggest company in Denmark (almost 20% of Denmark’s GDP). It’s also surrounded by myths about life behind the ever-closed bluish windows in the infamous “Building with the blue eyes” in Copenhagen. Continue reading “An open letter to the shipping industry: Don’t underestimate the power of social and sharing”

The Big List of Social Media Case Studies (only hands-on examples, across industries)

After leaving Maersk Line to join Wibroe, Duckert & Partners, and after having met with numerous clients across industries, one question I get again and again is this:

“Maersk Line aside, can you give us some hands-on social media examples that are relevant to our company?”

Point taken. You cannot copy-paste what we did in Maersk Line, and sometimes the difference between e.g. a retailer and a shipping company is simply too big.

The difference between looking good and being good
There are of course so many social media cases out there. But I find it’s extremely difficult to judge how “best case” those cases really are. They might look very convincing from the outside, but as soon as you get behind the scenes you find that either they don’t add any true business value or that the resources spent don’t justify the outcome. Or both. Continue reading “The Big List of Social Media Case Studies (only hands-on examples, across industries)”

How to generate leads in B2B social media? Or: The story of @MaerskLine’s #wintermaersk campaign

This is likely to be my last post about Maersk Line and social media. Last week I started in my new role as social media strategist and consultant at Wibroe, Duckert & Partners, so focus will probably shift now that the shipping game is over. So to speak.

The question I will try to answer now is this: “How can you use social media as a mass media-like marketing channel that drives business leads in the B2B space?”

Continue reading “How to generate leads in B2B social media? Or: The story of @MaerskLine’s #wintermaersk campaign”

How to use social media for B2B marketing campaigns? Stop being creative. And forget that you’re trying to sell.

Now that I’m on the verge of leaving Maersk Line to join Wibroe, Duckert and Partners (and while I’m still on paternity leave) I think it’s time to highlight a valuable lesson from my past two years in this great company. Unfortunately, it’s something I find I need to repeat again and again. Here it goes:

“Social media is about communication, not marketing.”

Yes, in case you hadn’t noticed, with social media we’re dealing with social networks, not a list of broadcasting platforms where companies can launch campaigns with the sole ambition to sell more. With social media, the users have finally taken control. They themselves control what they want to see, and they sure as h… don’t want to follow companies that are only there to sell to them.

Continue reading “How to use social media for B2B marketing campaigns? Stop being creative. And forget that you’re trying to sell.”

Getting started with social media: Maersk Line’s social media study (part 2)

Two of our early IGs, featuring Estelle Maersk on the left and my son Wilfred on the right, in front of the giant Emma Maersk scale model in the Maersk HQ.
Two of our early IGs, featuring Estelle Maersk on the left and my son Wilfred on the right, in front of the giant Emma Maersk scale model in Copenhagen.

So, moving on from my previous post, let’s have a look at how we got started and what we’ve done to date in Maersk Line with regards to social media.

First of all, our approach has been one of insourcing. I was basically recruited to do the job, starting 1 October 2011,  and I have been running with it ever since. This approach was chosen by management because they realized that it was the only way forward if it was to be credible as well as cost-efficient.

What has worked really well for us, and what the management fully understood, is the big amount of trust and empowerment that came my way. If you want to humanize the brand and ensure speed of posting you need to work with minimal oversight.

Where are we today?
So what’s the status after a year and a half? We currently have a presence on 12 social media sites, two of which are Chinese. We use these platforms in very different ways, with respect for the different users out there. However, a common trend spans the entire spectrum, namely that we regard it as a communication tool as opposed to a marketing exercise.

If you ask me, this approach does not make it boring, quite the contrary. Our presence is characterised as being very visual, narrative, trustworthy, based on that which is current and close to the business. Our aim is to engage and enter into dialogues. And we endeavour to humanise our somewhat hardware-driven business.

The top line (social) numbers
We have over 830,000 fans on Facebook, on which our engagement rate consistently falls between 5-10%. Also, we have 45,000 followers on Twitter, and 30,000 followers on LinkedIn.

In addition to all of this, we have 22,000 followers on Instagram. We have received considerable praise for our use of Instagram (and photos in general), even from Instagram themselves. Recently, we became one of their “suggested users”.

Here’s a short case video that summarizes what we’ve done the past year and a half (I know, I know, it’s a bit to the dramatic side):

[vimeo http://www.vimeo.com/59990482 w=460&h=259]

 
From mass media to corporate journalism
But what is it worth? Perhaps nothing? We don’t know for certain. But we believe we know that there is much more to social media than… social media alone.

Social media is merely a concept. It is a measure of where the media landscape and technology have brought us, specifically to the point where technology has become so sophisticated that it is capable of mirroring our behaviour and the actual structure of society right down to the individual level.

In other words: a society consists of individuals who are interconnected. The same can be said about the role of social media. Away with mass media; today, that space belongs to the users. And in that space we all become editors of our own lives. How do I wish to present myself? Who am I? How do I want to spend my time? With whom? Where? Etc.

What is interesting for companies is that they are also, or have the opportunity to be, publishers of their own stories. Companies have become news media agencies in their own right. But they will not get very far unless they are trustworthy. This is where the concept of corporate journalism comes in: the most digitally-advanced companies have started to employ people who report on what goes on in the company with journalistic integrity.

After all, if you fail to divulge your mistakes, no one can learn from them, in which case the company stagnates.

Next up in this short series: What is the value of social media for a B2B company like ours?

The media miracle in Maersk Line

Maersk bov
(Below is the English version of an article I wrote for Danish comms site Kforum.dk (they wrote the header and the teaser, not me)).

650,000 fans on Facebook and a record-high engagement score – that’s what Maersk Line, the world’s largest container shipping company, has achieved in its first year on social media. Comments, photo sharing and ‘likes’ are flooding in to Maersk Line via Instagram, Facebook, Pinterest and Twitter. Miraculous? Maybe not quite. In this article, Jonathan Wichmann, the company’s head of social media, shares the recipe for Maersk Line’s success on social media.

In Maersk Line, we got involved in social media a little more than a year ago, and in this space of time we have managed to achieve a quantum leap forward in our communication with our surroundings.

Today, we are active on 10 different social media networks with 10 different aims. We have more than 650,000 fans on Facebook. And we have created a home for our social media presence, namely our website: Maersk Line Social.

However, those are not the reasons why we won the ‘Social Media Campaign of the Year’ and ‘Community Presence’ awards at the European Digital Awards in Berlin a few months ago. We won those awards because of our approach to social media.

The home page of Maersk Line Social, a website dedicated to telling stories about and for the social media. (http://maersklinesocial.com)
The home page of Maersk Line Social, a website dedicated to telling stories about and for the social media. (http://maersklinesocial.com)

It only takes one person – on the inside
Firstly, we did it all from within. What happened was that I was ‘in-sourced’ to manage the project, as it would not have been credible and vibrant otherwise. I have pretty much done everything myself, which of course is one of the ideas behind social media, where everything seems to have become accessible to everyone.

What’s interesting about this, however, is the cost aspect. Our external costs for the year have only amounted to just under USD 60,000. This amount can only be regarded as peanuts when you consider the size and turnover of the company – and when you look at what other global companies pump into it.

Communication, not marketing
The second thing we were awarded for was the way we think about social media and the record-high engagement we have achieved – on Facebook and other sites – as a result of our approach.

From the outset, we have been conscious of the widespread (and misunderstood) tendency to regard social media as nothing more than the sum of a series of digital platforms on which companies can disseminate their news and campaigns directly to users of the various networks.

Social media are about communication, not marketing. It is about engaging, not disseminating. It has to be vibrant and credible.

A rare B2B case in the social media environment
The third thing we were awarded for in Berlin was the fact that Maersk Line is a classic B2B company, and there is a shortage of examples of such companies using social media networks well.

In other words, we are not talking about your typical FMCG company, such as Coca-Cola or Red Bull, but rather about something as dry as container transport.

It was therefore even more satisfying to win ahead of 500 participants, including all of the well-known brands on the social media scene.

Goal: to get closer to our customers
In our original strategy, we accounted for what we could achieve via social media, including brand awareness, insight into the market and increased employee satisfaction. But our primary goal has always been “to get closer to our customers”.

In terms of our tactics, we decided to begin with Facebook, creating volume there, and then to build on that on other platforms which enable us to achieve different objectives for other target groups.

From volume to engagement
A year on, our fan graph looks like this:

Fan graph year one
The growth in the number of fans of Maersk Line’s Facebook page.

This is not a particularly interesting fact in its own right, however. Yes, a critical mass is necessary to kick-start efforts. But it has much more to do with engagement – in other words, how well you can engage your fan base every time you post a new story?

We therefore conducted a mini-study in order to measure our performance against leading social media brands on Facebook (based on metrics that measure the number of likes, shares and comments linked to the last 10 posts against the number of fans), and the results were in our favour.

Engagement-score comparison between Maersk Line and the leading social media brands.
Engagement-score comparison between Maersk Line and the leading social media brands.

The Maersk Norwich whale
How did we achieve such a good score? We did it partly by attracting attention visually, such as by including users’ own Instagram photos of Maersk containers and ships. And we also did it by not being afraid to share both positive and negative stories, reflecting our efforts to be vibrant as well as credible.

An example of the latter was when we told the story about how one of our ships had called into port in Rotterdam with a dead whale on the bow. The ship had unwittingly sailed into the whale on the open sea.

We would probably not have been proactive about sharing such a story in the past. But in today’s world it is better to just come out and talk about what has happened instead of trying to suppress the issue. And this was obviously an unintentional event on our part.

So we prepared a short Q&A in which we asked ourselves where, how and why. We then created a Facebook post.

The post on Facebook describing Maersk Norwich’s encounter with a whale. Note the so-called ‘like-to-share’ ratio which is almost 1 to 1.
The post on Facebook describing Maersk Norwich’s encounter with a whale. Note the so-called ‘like-to-share’ ratio which is almost 1 to 1.

That particular post was shared more than any other, and all of the comments were actually positive.

We have since been praised for the way we handled the situation, and we even created an album on Pinterest featuring beautiful photographs of whales under the heading “In memory of the Maersk Norwich Whale”.

Among the other aspects of our social media efforts in general, it is worth mentioning the following:

Maersk employees on Twitter
We use Twitter in a very distinct way. Under the @MaerskLine profile, we share our more serious news with the shipping press and quite a few other people in our industry.

It is equally important for us to have a panel of Maersk Line tweeters. This panel includes a captain, an individual from our Graduate Programme and a number of Maersk directors, among others.

It is a simple and effective way to create transparency, to bring our employees’ expertise and diversity into play, and to ensure that the social media way of thinking takes hold within the organisation.

[vimeo http://www.vimeo.com/52383530 w=460&h=259]
In November, Maersk Line was asked a question on Twitter about how they were planning to weather Hurricane Sandy? This video provided the response on Twitter. The video was soon after picked-up and shared on Forbes.com.

Instagram: #maersk spotting
Our use of Instagram has been praised and emphasised by many experts. It is basically a way of exploiting the fact that our brand is so visually accessible all over the world. Most people are familiar with the Maersk star, even if they have never booked a container.

By sharing our pictures on Instagram, we have also managed to start a #maersk spotting trend: When people around the world see a Maersk container in the street or spot one of our ships at sea, they take a photo with their mobile phone and share it on Instagram – and from there it is shared on Facebook, Twitter, etc.

One of the outcomes of this effort is evident today: we have created a mosaic (in which it’s possible to spot the star in the middle, at a distance) featuring users’ #maersk photos. There are two versions of this picture: One of the versions is hanging in Maersk Line CEO Søren Skou’s office. The other version is hanging in the canteen at the Maersk HQ in Copenhagen, Denmark.

Top: Maersk containers spotted at Stockholm Central (shared by @mgnfq). Bottom left: Edith Maersk in Hong Kong (shared by @MaerskLine). Bottom right: #maersk mosaic in the CEO’s office.
Top: Maersk containers spotted at Stockholm Central (shared by @mgnfq). Bottom left: Edith Maersk in Hong Kong (shared by @MaerskLine). Bottom right: #maersk mosaic in the CEO’s office.

LinkedIn: Outside intelligence
It is one thing to have photos and get attention. It is quite another to exploit social media in order to gain knowledge alongside experts whom one would not otherwise encounter.

Our group on LinkedIn, which is called “The Shipping Circle”, is an example of the latter. We have used this forum to invite a number of shipping experts from around the world to have debates with us about the challenges facing our industry, opportunities for innovation, etc.

And this has paid off. This forum enables you – and us – to read extensive contributions from people who really know what they are talking about. One should not reject the possibility of ideas and thoughts emerging from this group ultimately influencing strategic decisions about the company’s future activity.

Global and local
Another challenge for a global company such as ours is that we have over 100 people working in communication posted at various offices around the world, where they work on local customer communication campaigns, particularly via email campaigns for now.

At one point during the past year they started to create their own Facebook pages, an initiative that was not really managed centrally. We solved this issue by giving them access to post local news on our global Facebook page instead of having their own local pages. We have set this up so that their posts are only visible to their own region.

This simplifies our global efforts, and it also ensures that we actually do get closer to our customers.

What is the value? And where are we going?
Finally, we should mention that we are currently working on a study which is investigating the value of social media for a company such as ours. It will also indicate how we can make the most of it in the future.

The study has already garnered attention, both from the press and from international B2B companies, since we are entering uncharted territory and challenging the status quo, one could say.

The study has been developed around a total of eight Google Hangouts (online video interviews) with a number of leading American social media experts who are willing to share their knowledge with us. Jay Baer, Michael Chui and Jeremiah Owyang are among the participants.

In this way, the study shows the way forward in two ways: It will not only give us a benchmark, but it will also demonstrate the value of social media, namely that we can become wiser more quickly and inexpensively today – and hopefully achieve a better result in the end.

The Top 12 Brands on Facebook: How Good Are They Really?

In Maersk Line, we’re in the process of rolling out the use of Facebook to our global organisation, meaning that the more than 150 country communication managers situated in offices around the globe are now able to do local posts via our global Facebook page (Facebook.com/MaerskLine).

In doing so, I discovered a need from their end to better measure how good their posts are. Since they are only posting to a limited audience of e.g. 5,000 fans in their country it might be that 30 likes is extremely good – even though it doesn’t feel that way.

Therefore, I started looking into how you can calculate how good – or successful – a post is, and I ‘developed’ an engagement score and started calculating the score for 12 of what’s usually seen as the best brands in social media. Just to have something to benchmark our efforts against.

The Social Media Brand Engagement Score on Facebook

What I did was this: I took the average number of likes, shares and comments for the 10 most recent global posts for the different Facebook pages – and multiplied the comments and the shares with 4 and 2 respectively because they are worth more than a simple like.

I then divided that average post score with the total number of fans and multiplied it by 10,000 to get a more regular number… and that’s the score. Quite simple.

You might argue against the metrics behind this score in a number of ways, but I think it gives a good and clear overall picture of how good companies really are at social. And it’s very easy to use to calculate how well you (as a social media manager) are performing.

The result

The outcome of the survey is also quite interesting. Here it is, without any further comments:

Lego                  48.0*
Disney               34.2
GE                     32.9
Shell                  19.1
Ford                   17.2
McDonald’s       10.2
Oreo                   7.2
Dell                     7.0
Red Bull              6.0
Converse            5.1**
Starbucks           4.5
Coca-Cola          2.2

Oh, and did I forget to mention that Maersk Line’s score is quite, quite uplifting for us? We scored 37.0

– – –

* = two of the posts had suspiciously many more likes (not shares and comments) than the rest, suggesting they were ‘bought’, i.e. promoted through FB Adverts.

** = if not for a single, very popular post the score would only have been 1.3.

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.