THE NEXT STEP:

Unlocking the full potential of social media BY JONATHAN WICHMANN / @JONATHANWICH

Dollar signs and tears

•  From singular to complex

•  “Detrimental not to adapt”

•  “Getting the culture on board”

•  Let’s look ahead

Dollar signs and tears

•  Facebook: A ROI of >1500%

•  Twitter: Worth $ 1 million?

Dollar signs and tears

•  !e Clara Maersk story

•  “Tears rolling down my cheeks”

•  10 areas where it can add value

•  Biggest potential in enterprise collaboration

•  20-25% productivi" improvement

Hanging out with McKinsey

1.  Communication

2.  Customer service

3.  Sales

4.  Internal usage

Hanging out with McKinsey

•  Look, it’s a mirror!

•  Humanisation and influence

•  Corporate media

Communication: !e official accounts

•  Don’t manufacture

•  It’s like jazz

•  Lean is fun

Communication: !e official accounts

Pinterest Instagram

Facebook LinkedIn Google+ Vimeo

Twi!er YouTube Tumblr Flickr

Least corporate

Most corporate

Mapping the platforms

Employees

Customers

Fans

Experts

Pinterest Instagram

Facebook (global)

LinkedIn (groups)

Google+

Vimeo

Twi!er

YouTube

Tumblr Flickr

Facebook (local)

LinkedIn (news, products)

Cha!er

Cha!er (customer invite)

Maersk Line Social

•  Facebook: All-Star Team

•  Twitter: News and interactions

•  LinkedIn: Customers collaboration

•  Google+: Business and leadership

•  Instagram: Equipment

•  Pinterest: Locations

Defining the platforms

•  Efficiency gains

•  Other gains

•  1-2-3 social service solutions

•  !e value of not responding

Customer Service: Listen and respond

•  Teaching where our customers learn

•  Making use of the network

•  Expertise, trust and pull

Sales: Empowering our thought leaders

•  Training and guidelines

•  Generating quali" content

•  Social selling

•  It’s not just for Sales Reps

Sales: Empowering our thought leaders

•  20-25% productivi" gain for knowledge workers

•  Getting rid of the time wasted on emails and meetings

•  Inspire – not pray nor pressure

•  !e compelling purpose

Internal usage: Unlocking the full potential

•  A cultural journey

•  From ‘me’ to ‘we’

•  Passion, not money or power

Internal usage: Unlocking the full potential

THANK YOU