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Maersk Line B2B

Social Media Case Study

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Arjun

Q1
Why do you think Maersk Line was so successful in
social media? What do you think are Maersk Lines key
drivers of success

Q2
Evaluate how Maersk executed on its social media plan
and platforms

Channel Specific Content Development


Delivering the right content to the right audience

Rank

Ranking social media


channels from least to
most corporate

Breaking the notion of


Maersk being a boring
and conservative
company

Develop
Content

Segment

4 target audiences:

4 key areas of focus:

Fans
Customers
Experts
Employees

Communications
Internal Usage
Customer Service
Sales

Before Maersk engaged in Social Media marketing, it clearly identifies the different platforms that it wants to utilize and
the purpose, audience, and focus for each platform. The rationale is to assist Maersk in setting achievable engagement
goals and developing appropriate content based on four key areas of focus listed above.

Social media platforms plotted as per user preference

From least corporate to most corporate

How does Maersk stack up


Social Engagement Channels

1.1 million likes

1,16,000
followers

Fans including NGOs, current


and potential employees,
suppliers, regulatory bodies,
shipping enthusiasts and fans

Fans, employees, experts, trade


press, shipping professionals,
customers

Create engagement through


stories and visuals in a
conversational way

Share news with the industry,


humanize the brand and interact
publicly with the various
stakeholders

Platform suitable for general


audience and raising brand
awareness

Platform suitable for quick


resharing (re-tweets)

How does Maersk stack up


Channels for corporate use

1,09,882
followers

1266 followers

Customers and shipping experts

Customers, shipping
professionals, experts and
journalists

Share business related news, to


get closer to customers
informing them, listening to them
and discussing with them

For business news, interacting


candidly with users about
innovation, leadership and
business, Hangouts with press

Most corporate platform suitable


for communication with
customers

Platform used for getting quick


ideas from users

How does Maersk stack up


Channels for video sharing
Focused on
functionality, not
reach(35 videos,
16 subscribers)
Fans

16337
subscriptions

Fans

Primary video channel for


uploading all videos for internal
viewing(restricted) and external
viewing

Supplementary video channel


where all business units had
their albums

Proved superior to companys


own ability to broadcast videos
with relevant functionality

Provided consolidation and


synergy across business units

How does Maersk stack up


Dedicated channels for visuals

33734 followers

Instagram container spotters,


people interested in taking
photos of containers and vessels

Flickr
491 followers

Fans and press

Inspiring people around the


world to take photos of Maersk
vessels and containers

Used for functionality more than


building a community

Maersk Line was one of the


strongest brands on the
platform, gave brand recognition
and engagement, kept product
and services top-of-mind

Used for uploading high-res


photos and grouping them into
categories

How does Maersk stack up


Dedicated channels for visuals

1225 followers

Fans and blog readers

Employees

Pinning images on specific


boards, to engage a large
audience by pinning images in
blog posts by the company

Sharing stories, opportunity for


employees to blog, post stories
or articles, which can be then
shared

Not a primary focus for the


company

It is an easy-to-use blog site with


extensive social capabilities

Q3
How do you think Jonathan Wichmann calculated the
1500 percent ROI on Facebook? Do you agree with his
calculation? Why or why not?

1500% ROI???????
For every wall post made public, an
impression is made on a fan. Virtue Group

68% customers
feel social media
efforts improved
perceptions of
Maersk Line. Q4
2012 survey

1 million
fans

600,000 FB fans in 2012


2 posts
daily

$5 per
1000
views
Benchmark,
not targets

4x engagement than average


B2B
Only 22% fans were actual
customers

Our ROI could be


zero, or it could be
5000% depending
upon your
assumptions.

The value of one


interaction can be
worth more than
300,000 likes.

Q4
How do you think Maersk Lines competitors will react
to the companys success in social media?

Global Competitors
Maersk is a clear winner in the digital space when
compared to its competitor

1.1 Mil Fb Likes


115k Twitter Followers

11000 Fb Likes
27832 LinkedIn followers

4184 Fb Likes
1205 Twitter Followers

Non Existent

68000 Fb Likes
6821 Twitter Followers

5825 Fb Likes
15546 LinkedIn followers

How Competitors will react?


Competitors may stick to the traditional approach
for the short run

Current Industry View

Proven
Measurabl
e Impact
Find
Impact
difficult to
measure

They continue to believe that the


traditional and low profile container
line industry does not require social
media programs

Industry Marketing Managers know


the importance of social media but
find metrics difficult to implement

Competitors are unlikely to catch up to Maersk in the short run

How Competitors will react?


Competitors will seek to emulate Maersks
success
As Digital and Social fronts become increasingly important in the B2B sphere,
competitors will not sit idly by and cede control of this sphere to Maersk

Possible competitors Game plan


Build a strong
foundation
Build a social media
strategy focused
team
Incorporate industry
conversion instead
of self promotion

Launch a counter
attack
Concentrate on
where your users
are
Share relevant
industry and
company news
Showcase Core
Competencies

Measure the impact


Come up with
metrics to measure
social media
performance: % of
positive/negative
sentiments,%
reduction in support
costs

Q5
What are the challenges facing Maersk Line in social
media going forward?

Future Challenges
4 key tailwinds shape the future of social media

Redefining real-time
marketing

Companies
focusing on the
right time to
engage the
right clients
rather than
rapid response

Greater Information
Density

Cutting through
background
noise to
capture
limited
consumer
attention will
be a challenge

Content Marketing
will continue to grow

Visual Web

Companies will
continue to
prioritise
engagement
and metrics for
social media
success

Visual
platforms like
Pinterest,
Instagram and
Tumblr will
increase in
popularity as
customer
engagement

Implication of trends
Maersk can ride the tailwinds of change

Redefining realtime marketing

Share relevant
content with the
right audiences
on the right
platforms

Greater
Information
Density

Content
Marketing will
continue to grow

Achieve
consistent and
coherent brand
image for
sticky
impression

Integrate social
media marketing
with strategic
marketing efforts
and update
organizational
structure to
support
marketing
changes

Visual Web

Keeping
abreast of
changes in
social media and
implementing
technologies to
engage
consumers eg.
CRM and digital
marketing tools

Q6
What should Maersk Line do next? What areas should
the company focus on and why?

Focus Areas
Augmenting social media marketing in overall business
External

Internal

Role
Maersk
Position

Employee
Employee Usage
Usage

Communicatio
Communicatio
n
n

Sales
Sales

Build Employee
Engagement

Develop brand
awareness

Generation of
leads

Employees as
content
generators

Wide reach
across social
media

Content not
directed towards
lead generation

Customer
Customer
Service
Service
Conversation
with customer
Lack of focus on
customer service

Maersk needs to develop its social media efforts to have a significant


impact on growth

Compass Campaign
Insights and best practices sharing will foster growth
Thought
Thought
Leadership
Leadership
Information
Information
source
source
Value
Value Creation
Creation

Maersk is established as the go-to-shipping provider for clients with its expertise
Provide insights to potential customers and optimize shipping solutions
Encouraging sharing of best practises and customer dialogue

How Maersk Compass Works


Maersk publishes
technical insights
and information on
industry best
practices on LinkedIn

Customers engaged
with technical
insights and
recognize the
economic value
proposition of
working with
Maersk

Sales team works


with clients to
propose tailor-made
solutions and
optimizing their
shipping processes

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