Moving on from our findings regarding Social Customer Service, it’s now time to look at what we learned in Maersk Line’s social media study regarding Sales and not least the concept of social selling. What is social selling? Briefly put, social selling is about leveraging sales reps’ use of social media to perform better by getting …
Category Archives: Blog
Social customer service and the Man in the Machine: Maersk Line’s social media study (part 4)
Moving on from my previous post about the value of social media and future directions for Maersk Line, it’s now time to zoom in on one of the new areas: Social Customer Service. There are many good reasons why we in Maersk Line (and other companies for that matter) should care about social customer service, …
What is the value of social media? Maersk Line’s social media study (part 3)
In my previous posts about Maersk Line’s social media study I wrote about first that social media has to somehow add value to the bottom line, secondly I summarized what we’ve done in the first year and a bit. Now, it’s time (finally) to look at the actual study. In light of our current (and …
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Getting started with social media: Maersk Line’s social media study (part 2)
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 …
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Unlocking the full potential of social media: Maersk Line’s social media study (part 1)
“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 …
How to handle a social media crisis? Here’s the Maersk Line approach (in six bullet points).
In Maersk Line we have a rather relaxed approach to the concept of “social media crisis”. Not that we don’t take it serious. But when analysing why brands end up in all sorts of trouble we’re seeing the same issue again and again. In short: When companies are not being truthful about who they are, …
Maersk Line’s 10 social media commandments (or: how we work with social media, more or less)
(Below is a follow-up on the previous post, “The Media Miracle in Maersk Line”. It’s the English translation of Maersk Line’s “10 social media commandments” which Danish comms site Kforum.dk asked me to write.)
The media miracle in Maersk Line
(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 …
Maersk on Facebook: A balance between openness and trust
Here’s an article that was featured on ShippingWatch.dk last month. Great to see that people are paying attention. You can read it here. There’s also a related article from the day before (included in the printed version on Danish newspaper Jyllands-Posten). Maersk on Facebook: A balance between openness and trust Since Maersk Line joined Facebook, shared …
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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 …
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