B2B Case study

1. What other companies in B2B
have done successfully on
digital media marketing?
By
Qing Li
Mengyue Qiu
Winda Yodpinij
Stephanie Chiramberro

2. The Maersk Group is a worldwide conglomerate and operates in
some 130 countries with a workforce of over 89,000 employees.
• the world’s largest shipping companies
• shipping
• logistics
• oil and gas industries

4. Employee
branding
Brand
Awareness
Customer
Loyalty
Employee
Retention
Customer
insights
Product
Development
Campaign’s goal
“Getting Closer
to our customer”

5. in digital media

6. Facebook
Get closer to customers in high engagement level
Score is measured:
likes + shares (x2) +
comments (x4)
number of fans

7. Empowering local Facebook posts
To truly “get closer to our customers”
Arabic ChineseTurkish

8. Behind
the successful tool
• Immediately respond to
current situations
• come out and talk about
what has happened
instead of trying to
suppress the issue
• Always be prepared

9. Twitter
Sharing the news with industry and employees

10. Official
instagram
@mearskline
reached 300K
followers
Many people
talked about
Maersk Line
one their
photos.
Create a community

11. LinkedIn: the shipping circle
• Discussions with shipping experts around the world
• Bringing in external intelligence
• Inspire management decisions

12. Home page : Maersk Line Social
• Adding depth and storytelling, ensuring high-quality engagement
• Content not owned by 3rd party platforms

14. Conclusion
● Engaging and visual content: questions, photographs, video, links
● Fostering conversation
● Winning in the category “Community Presence” in social media
and the award for “Social Media Campaign of the Year” at the
European Digital Communications Awards held in Berlin 2012
Real comment from a follower

15. 114K followers
1,585 followers
1.5 million views
96,687 followers
30.1K followers
#maersk 30K posts
#maerskline 7K posts
1,146 followers
1.1 M likes
<6,000 views
on every photo