PowerPoint Presentation

Maersk Line B2B Social Media Case StudyRishi Jain Mohit PatilVenkat PogaruPriyesh SaurabhChirag ShahArjun Padmanabhan

Q1Why do you think Maersk Line was so successful in social media? What do you think are Maersk Lines key drivers of success

Q2Evaluate how Maersk executed on its social media plan and platforms

Channel Specific Content DevelopmentDelivering the right content to the right audience

Ranking social media channels from least to most corporate

4 target audiences:

FansCustomersExpertsEmployees4 key areas of focus:

CommunicationsInternal UsageCustomer ServiceSales

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. Breaking the notion of Maersk being a boring and conservative company

Social media platforms plotted as per user preference

From least corporate to most corporate

How does Maersk stack upSocial Engagement Channels

1.1 million likes1,16,000 followersFans including NGOs, current and potential employees, suppliers, regulatory bodies, shipping enthusiasts and fans Create engagement through stories and visuals in a conversational wayPlatform suitable for general audience and raising brand awarenessFans, employees, experts, trade press, shipping professionals, customersShare news with the industry, humanize the brand and interact publicly with the various stakeholdersPlatform suitable for quick resharing (re-tweets)

How does Maersk stack upChannels for corporate use

1,09,882 followers1266 followersCustomers and shipping expertsShare business related news, to get closer to customers informing them, listening to them and discussing with themMost corporate platform suitable for communication with customersCustomers, shipping professionals, experts and journalistsFor business news, interacting candidly with users about innovation, leadership and business, Hangouts with pressPlatform used for getting quick ideas from users

How does Maersk stack upChannels for video sharing

Focused on functionality, not reach(35 videos, 16 subscribers)16337 subscriptionsFansPrimary video channel for uploading all videos for internal viewing(restricted) and external viewingProved superior to companys own ability to broadcast videos with relevant functionalityFansSupplementary video channel where all business units had their albumsProvided consolidation and synergy across business units

How does Maersk stack upDedicated channels for visuals

33734 followersInstagram container spotters, people interested in taking photos of containers and vesselsInspiring people around the world to take photos of Maersk vessels and containersMaersk Line was one of the strongest brands on the platform, gave brand recognition and engagement, kept product and services top-of-mindFans and pressUsed for functionality more than building a communityUsed for uploading high-res photos and grouping them into categories

Flickr491 followers

How does Maersk stack upDedicated channels for visuals

1225 followersFans and blog readersPinning images on specific boards, to engage a large audience by pinning images in blog posts by the companyNot a primary focus for the companyEmployeesSharing stories, opportunity for employees to blog, post stories or articles, which can be then sharedIt is an easy-to-use blog site with extensive social capabilities

Q3How do you think Jonathan Wichmann calculated the 1500 percent ROI on Facebook? Do you agree with his calculation? Why or why not?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 surveyOur 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.

Benchmark, not targets

1500% ROI???????Q4How do you think Maersk Lines competitors will react to the companys success in social media?

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

1.1 Mil Fb Likes115k Twitter Followers

11000 Fb Likes27832 LinkedIn followers

4184 Fb Likes1205 Twitter Followers

Non Existent

68000 Fb Likes6821 Twitter Followers

5825 Fb Likes15546 LinkedIn followers

How Competitors will react?Competitors may stick to the traditional approach for the short run

They continue to believe that the traditional and low profile container line industry does not require social media programs

Current Industry ViewIndustry Marketing Managers know the importance of social media but find metrics difficult to implementCompetitors 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 MaerskPossible competitors Game planQ5What are the challenges facing Maersk Line in social media going forward?

Redefining real-time marketingVisual Web

Content Marketing will continue to growGreater Information DensityCompanies focusing on the right time to engage the right clients rather than rapid response

Cutting through background noise to capture limited consumer attention will be a challenge for companies 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 platforms 4 key tailwinds shape the future of social media

Future ChallengesMaersk can ride the tailwinds of change

Redefining real-time marketingVisual Web

Content Marketing will continue to growGreater Information DensityShare relevant content with the right audiences on the right platforms 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 Keeping abreast of changes in social media and implementing technologies to engage consumers eg. CRM and digital marketing tools

Implication of trendsQ6What should Maersk Line do next? What areas should the company focus on and why?Employee UsageCustomer ServiceSalesCommunicationAugmenting social media marketing in overall business Internal ExternalRoleBuild Employee Engagement Develop brand awarenessGeneration of leadsConversation with customerMaersk PositionEmployees as content generatorsWide reach across social mediaContent not directed towards lead generationLack of focus on customer service

Maersk needs to develop its social media efforts to have a significant impact on growth

Focus AreasMaersk publishes technical insights and information on industry best practices on LinkedIn

Thought LeadershipValue CreationInformation sourceInsights and best practices sharing will foster growthMaersk is established as the go-to-shipping provider for clients with its expertiseProvide insights to potential customers and optimize shipping solutionsEncouraging sharing of best practises and customer dialogueHow Maersk Compass WorksCustomers 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

Compass Campaign25