Understand how customer support has changed from just a phone call on a toll-free number to publishing and ranting problems online. The new-age customer support is about engaging with customers where they are present, like on Twitter or Facebook or on blogs, and drive them to a personalized conversation. It's high time the customer support industry also understands and learns social media.
8. Introduction
• Maersk Line is the largest container shipping company in the world.
• Maersk line has managed and operated over 110 vessels of varying
types and sizes.
• With the largest U.S flag feet in commercial service
• The target audience includes, clearing and forwarding agents,
employees, exporters, manufacturing companies, maritime unions,
etc
9. Approach to Social Media
• They emphasise on these three areas communications
• Customer service
• Sales
• Internal usage
10. Social Media Goal
Their goal was to get closer to their customers while understanding
other opportunities like
• Better press coverage,
• Gain higher employee engagement
• Develop more brand awareness, etc.
11. When did they start ?
• Began in 2008 with a goal to understand SOCIAL MEDIA
• For 2 to 3 years they listened to conversations on social media
• Started indexing the conversations under trends
• Each trend was analysed to identify the 4W’S and 1 H for shipping and
logistic industry.
• Searched digital archives for images and reports to validate the trend
• This exercise was repeated year – on – year for further validation
14. PROBLEM
Every year the Baltic Sea freezes over, making it extremely difficult for
shipping companies to arrive on time in the Port of St Petersburg. Often
cargo gets damaged due to extreme temperatures. Most exporters
refrain from exporting in this region due to losses.
16. EXECUTION PLAN
• Maersk created a report on how freezing temperatures effect cargo,
care to be taken for different cargo during winters in Baltic sea.
Further this report highlighted how Maersk takes care of the cargo in
winters
• This report was available for download from Maersk website only
after filling required form
• Through media buy they ensured this report link and ads were shown
on all conversations related to Baltic sea during winters
• With data backing of 3 years they has exactly identified keywords and
customer profiles to be targeted for this campaign
17. RESULT
• The report was downloaded by more than 200 people
• Collected data was strategically used for email marketing to influence
the prospective customers
• Maersk saw addition of 20 new freight forwarders to client base
within six months. This translated to increase in business as each
freight forward had huge client base.
18. • Launched a mobile banking application called PingIt.
• In the days following the launch, Barclays made significant
changes to the app as a result of real-time social media analysis.
• Sentiment Analysis revealed a small proportion of mentions were
negative. It was quickly apparent that many users were unhappy
that the app didn’t work for under 18’s. It wasn’t only teenagers
that were unhappy, but also parents that couldn’t transfer money
to them.
• This could easily create a PR disaster, but the data allowed
Barclays to act quickly. Within the week, 16- and 17-year-olds
were given access to the app, showing the business value of quick
responsiveness to customer feedback.
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