It’s not new for Nils S. Andersen, the Group CEO, to take questions and answer them on camera. However, taking, and answering, questions over social media channels, is something new for him.
During Nils S. Andersen’s visit to China in late March, he engaged with Maersk employees, industry professionals, students, and general public in a new way - through Sina Weibo, the most popular Chinese social media platform with over 250 million users.
‘It’s exciting for me to be able to reach so many of you directly here today thanks to new technology,’ said Mr. Andersen when greeting Maersk Group’s Weibo followers on video.
Hundreds of questions
The Weibo campaign, called ‘Dialogue with CEO’, is yet another way to engage with the Maersk Group’s stakeholders in China.
One week ahead of Mr. Andersen’s visit, a post on the Maersk Group Weibo main page asked followers to post questions for him to answer. Feedback was very positive and hundreds of questions were raised.
In a video interview, Mr. Andersen addressed the five most frequently asked questions; including on the Group’s performance, the outlook for the shipping industry, Triple-E vessels, talent development, and in particular, Maersk’s strategy in China.
‘Fantastic opportunities in China’
‘Opportunities continue to be fantastic in China,’ said Mr. Andersen, confirming once again the Group’s commitment to China.
‘The extra quality we have in our people, our organisation and our international network will help us to play an even more important role in the future,’ he said.
The video is being posted on Maersk Group’s Weibo page to reach tens of thousands of followers in China, who are keen to learn more about the Group. CEOs communicating directly on social media channels have proven to be an effective way to reach wider audiences.
The interview will also be posted on the Maersk Group YouTube channel.
Sina Weibo – tweeting in Chinese
- Sina Weibo is a Twitter-like social media platform in China where Facebook, Twitter and other global social media platforms are blocked.
- Maersk Group started to use Sina Weibo as a communication tool in June 2012.
- It has over 10,000 followers so far, covering 70% of Maersk’s white-collar employees in China.
Maersk Group has four core businesses which include Maersk Line, APM Terminals, Maersk Oil and Maersk Drilling. Through these companies and several others, the group employs roughly 152,000 people, and generated 60.2 billion US dollars in revenue in 2011.
As a group, our business success is built on a number of strengths: oursize and global reach, our financial strength, our talented employees, our time-honoured values, our approach to sustainability and our drive to innovate. Combined, these strengths form a unique platform for our continued success and future growth.
A.P. Møller – Mærsk A/S is listed on the Copenhagen Stock Exchange. Shares in the company are divided into A and B shares, with only A shares conferring voting rights. The group currently has some 76,000 shareholders.