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.
“What in the world is a container shipping company doing in the social media?!” We have been asked this question repeatedly since we announced our presence on Facebook, Twitter, LinkedIn and Instagram almost a year and a half ago.
The short answer is: because it adds value to the bottom line. Had this not been the case, we would (almost) not have any reason to be there.
Until now, social media have primarily been the domain of our communication department, but we are currently moving into the second phase of our strategy which will involve incorporating them into the actual business.
In order to determine what role social media should play in our business in the long term, we recently completed a study. In addition to evaluating our current value creation, this study also outlines our next step.
Over the next few weeks, I will attempt to extract the key aspects of the study in a number of blog posts.
But before we get to the study itself, it makes sense to outline what we have done to date, during the first phase of the programme.
Last week I was phoned up by Janus Boye who is the CEO and founder J. Boye “the international community for web & internet professionals”. In other words, a quite influential blogger on things like internet and not least social media.
Maybe it’s due to the fact that Janus is a Dane, but he had nevertheless noticed the recent success of Maersk Line within social media. And he found it to be interesting and even surprising, given the fact that Maersk Line is a B2B company in a quite conservative industry. The background being that B2B companies have struggled for years to find meaning in and reasons to engage with social media.
In a way, we in Maersk Line have somehow succeeded in paving the way for other B2B companies. Quite flattering if you think about it. And maybe stretching it a bit too far.