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Alex McNab-Lundbäck

Head of Corporate Social Media
A.P. Moller Maersk

Alex McNab-Lundbäck is Head of Corporate Social Media at A.P. Moller Maersk.

With almost 15 years of experience in corporate communication and journalism, Alex has worked in marketing and PR agencies, international broadcasting and the UK Cabinet Office (Downing Street) and now heads up Maersk’s global social media channels with an audience of more than 5 million.

He is highly experienced in the strategic planning of national and international digital campaigns, particularly in the ever-changing social media landscape.

Alex McNab-Lundbäck’s Session(s):


11:15 am–12:00 pm — Wednesday, March 20, 2019

Case Study: From Staff to Storytellers - Why Employee Advocacy Should Be Part of Your Social Strategy

In this case study, Alex will share key insights into the Maersk social media strategy, performance data, and learnings from A.P. Moller – Maersk’s digital Employee Advocacy program.

The program started as a 6-month long pilot with 700 employees and has now reached over 25% of employees on LinkedIn. Now, the program is an integral part of the company’s social media strategy and it is still continuing to grow.

Takeaways include:

  • Why Employee Advocacy in some shape or form should be included in any Digital or Social Media Strategy
  • Gain insight into how to begin an Employee Advocacy program and scaling it up, whether your organization has 80 or 80,000 employees
  • An overview of the top Employee Advocacy platforms out there, and the pros and cons of LinkedIn Elevate as a platform over the others
  • Tips to grow and maximize the potential of Employee Advocacy: You have the employees on the platform, so now what?

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